Using social media as a business tool

Using social media as a business tool Keith De La Rue Monday, 11 October 2010 http://www.flickr.com/photos/londonmatt/

Overview
Trust and openness
the new paradigm for engagement
The importance of people and personality
Evaluating the benefits, risks and challenges
Existing channels and new strategies
Practical examples of social media
http://www.flickr.com/photos/eamoncurry/

Quick poll
How many of you use social media or networks?
LinkedIn
Facebook
Twitter
MySpace
Blog
Wikipedia
Other sites/tools?
http://www.flickr.com/photos/emrank/

Trust & openness The new paradigm http://www.flickr.com/photos/23912576@N05/

Social computing
“ Social computing requires a mind-shift from previous ways of doing business and requires high levels of trust and confidence from those engaging in it. How you communicate your intentions and encourage take up is crucial.”
Euan Semple
http://www.flickr.com/photos/shivaj/ http://www.euansemple.com/

Discontinuous change
Many technology improvements result in dramatic change and discontinuity
The transistor
Integrated circuits
Internet
WWW
Social media…
http://www.flickr.com/photos/mariareyesmcdavis/

The impact of change
“ The medium of our time is reshaping and restructuring patterns of social interdependence and every aspect of your personal life. It is forcing you to reconsider and re-evaluate practically every thought and every institution you formerly took for granted”
Marshall McLuhan, The Medium is the Massage , 1967
http://www.flickr.com/photos/biscuitsmlp/

Falling boundaries
The work/personal boundary
The organisational boundary
Silo boundaries
Sharing boundaries
Rise of the prosumer
Death of old media and rise of the ‘citizen journalist’
Competition / cooperation…
http://www.flickr.com/photos/icanchangethisright/

What is the economy?
An economy of scarcity
IP must be protected at all costs
Win-lose
An economy of abundance
Knowledge must be shared at all costs
Win-win
http://www.flickr.com/photos/21560098@N06/

How Chocolate Can Save the World
Mars cracked chocolate DNA (15 Sep 2010)
USD $10m project
Will be available on the Web – free
Enhancing natural capital
Benefits companies and environment
Win-win
Cacao tree is fragile
More sustainable future for all
http://www.flickr.com/photos/dantaylor/ http://s.hbr.org/bPw0xd

What is trust?
To have belief or confidence in the honesty, goodness, skill or safety of a person, organisation or thing
Cambridge University Press
An expectancy… that the word, promise, verbal or written statement of another individual or group can be relied upon
Politis 2003
http://www.flickr.com/photos/notsogoodphotography/

The myth of control
“ Knowledge can only ever be volunteered, it cannot be conscripted”
David Snowden
“ Trust comes on foot, but leaves on horseback”
Johan Thorbecke
http://www.flickr.com/photos/soldiersmediacenter/

The importance of people http://www.flickr.com/photos/jamescridland/

Organisations today are complex http://www.flickr.com/photos/odreiuqzide/

Because they depend on people http://www.flickr.com/photos/beglen/

In modern, complex, people-centric organisations, it is people and what they know that provide the only real competitive advantage
http://www.flickr.com/photos/isayx3/

Not a new idea…
Give employees direct control over their own work and environment
Make teams of “knowledge workers” responsible for work toward goals stated as broad business objectives rather than prescriptive plans.
Management can only achieve sustainable profits by treating people as an enterprise’s most valued resources, not as costs
Peter Drucker
http://traction.tractionsoftware.com/traction/permalink/Blog1163

People create value
I came to see in my time at IBM that culture isn't just one aspect of the game - it is the game! In the end, an organisation is nothing more than the collective capacity of its people to create value.
- Lou Gerstner, IBM

McKinsey Research
2008 report
59 organisations researched globally
Single, most influential cause of more engaged employees:
The appetite and ability of leaders at every level to engage their subordinates in everyday decision making and bigger-ticket change
http://www.flickr.com/photos/cell105/

What is the result?
Leaders who engage the right groups in everyday decisions and in designing and executing change will benefit both in terms of the quality of decisions and the speed of execution that derives from people who feel ownership of the outcome .
- John Smythe, Engage for change
http://www.engageforchange.com/

All of us are smarter than any of us
The Wisdom of Crowds - James Surowiecki
Under certain conditions
Works for cognition problems
Diversity
Independence
http://www.flickr.com/photos/stephanridgway/

Cognitive rewards
Monetary rewards don't work where more cognitive work required:
Autonomy
Mastery
Purpose
Self-directed = better engagement
Dan Pink, Drive
http://www.youtube.com/watch?v=u6XAPnuFjJc

Benefits, Risks, Challenges http://www.flickr.com/photos/what_i_see/

Should we be worried?
“… with the advent of …social software, suddenly highly savvy networks of people are springing up in their millions. They’re talking to each other. With or without your permission. ”
Hugh McLeod
http://www.flickr.com/photos/spaceodissey/ http://www.gapingvoid.com/

Risks
Protection of IP is a concern
Many organisations have formal policies
… But information can be shared in other ways
We trust people to honour commitments now …
http://www.flickr.com/photos/kevincollins/

http://www.flickr.com/photos/mcleod/

“ Workplace tweeps good for business”
Good for businesses to build brand
Allow staff access – or you are saying: “Tell all your friends to come and look at our social media page but you can't do it”
Should move away from IT and into HR
Paul Ducklin, Sophos, 21 Sep 2010
National Identity Crime Symposium Brisbane
http://www.flickr.com/photos/arcticpuppy/ http://www.abc.net.au/news/stories/2010/09/21/3018128.htm

To engage or not to engage
What is the risk of not engaging?
… When your competitors are…
http://www.flickr.com/photos/16961193@N06/

There must be an easier way
“ The top 10 ways to start in social media without changing a thing”?
Incremental probes suit complex environments
Low investment cost supports prototyping
… But needs a whole new mind set to work!
It must be real…
http://www.flickr.com/photos/joeshlabotnik/

What’s wrong with this message? http://twitter.com/realhughjackman

http://www.flickr.com/photos/paulpod/

The OzCollab Survey
Conducted with Matt Moore of Innotecture
http://innotecture.wordpress.com/
All details available at http://ozcollab.com/
Use of collaborative tools
Jun – Dec 2009

Why buy collaborative systems? http://ozcollab.com/

Community interaction – ‘SCENT’
S ite: home page - information
C alendar: community events - interaction
E vents: F2F, conference calls, webinars
N ews: newsletter or blog - comms & publicity
T hreads: discussion board - virtual interaction
Stan Garfield The Communities Manifesto
http://sites.google.com/site/stangarfield/home/ http://www.flickr.com/photos/misteraitch/

Blog as a community site http://www.melbournekmlf.org/

Calendar of events http://www.melbournekmlf.org/?page_id=84

Wiki - building a body of knowledge http://knowledgebucket.wik.is/

Microblogging http://www.yammer.com/

Networking, awareness, chat http://www.facebook.com/smcmelb

Moving out - Facebook Business Page http://www.facebook.com/pages/Change-Management-Toolbox/111234982232145

The power of apps
Over USD $400k return – for < $50k
Erik Qualman, “Social Media ROI: Socialnomics” Nov 2009
On YouTube
http://www.facebook.com/burgerking http://www.youtube.com/watch?v=ypmfs3z8esI

The Facebook ‘like’ button http://www.zazz.com.au/

Bragging rights http://www.zazz.com.au/

http://www.twitter.com/kdelarue

http://www.cpaaustralia.com.au/

The small accounting firm http://www.realbalance.com.au/

Promotion and connection http://www.twitter.com/realbalance

The audience is listening http://rossdawsonblog.com/socialnetworkusage_Apr101.html April 2010

… and interacting http://www.parkyoung.com.au/

Join the conversation!

Don’t turn off your phone… … it’s all now available everywhere

@kdelarue 0418 51 7676 [email_address] http://acknowledgeconsulting.com/ Build your profile Join your networks Create your future…

Using social media as a business tool

by Keith De La Rue

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