How Ready Are You For Social Business?

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Deck used in the opening keynote presentation I gave to the "Global Social Media Summit: The Authentic Social Enterprise" of the Arthur W. Page Society in London on October 3, 2012. …

Deck used in the opening keynote presentation I gave to the "Global Social Media Summit: The Authentic Social Enterprise" of the Arthur W. Page Society in London on October 3, 2012.

Event info: http://www.awpagesociety.com/events/globalsmsummit2012/
Discussion: #PageGlobal2012

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  • Neville Hobsonhttp://www.nevillehobson.com/http://www.forimmediaterelease.biz/
  • How would *you* define ‘social business’? What about ‘a social business’? And how about ‘social enterprise’? More on that one later.
  • [graphic] Gartner’s 2012 Emerging Technologies Hype Cycle. This is part of the tech landscape communicators absolutely must understand.
  • Technologies often need to work together for a tipping point to occur that enables those technologies, and the tools that take advantage of them, to be seen as valuable by consumers.
  • 4G! Talk about hype!
  • [graphic] Altimeter’s Social Business Hierarchy of Needs: 1) Foundation: First, develop a business plan and put governance in place.2) Safety: Then, get organized by anointing a team and process to deal with crisis.3) Formation: Next, connect business units to increase coordination and reduce duplication.4) Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals5) Enlightenment: Finally, weave real-time market response into business processes and planning.
  • This presentation is of this model, too – not as a finished set of ”this is how it is” statements and examples, more of an “unfinished construct” suggesting change that you need to effect in your organization.You can download the Page white paper here: http://www.awpagesociety.com/insights/building-belief/
  • On mobile, data use waxes as voice use wanes.
  • Share of connected device traffic in the UK.Proportion of unique website visitors by device.
  • Top 5 social networking sites by engagement on mobile vs classic web. From comScore via eConsultancy, Sept 2012.
  • [graphic] The new multi-screen world and understanding cross-platform consumer behaviour. The infographic summary from a depth report and analysis by Google.
  • eConsultancy: By 2016, 12.4% of the UK’s GDP will come from the internet. [Source: Boston Consulting Group.]
  • Financial Times.
  • Quartz.
  • A job ad for Salesforce.com in the US says that a desired attribute in candidates is a Klout score of at least 35. Whatever we may think of the notion of such ranking or scoring systems, this will become more common in recruitment – and elsewhere.
  • Social is the new DNA, says Movenbank.
  • FTSE 100 use of social media.
  • Topics covered by Facebook and Twitter.
  • FTSE Facts: mentioning HP Billiton Watch, BG Group, British American Tobacco, Imperial Tobacco, Bunzl, Meggitt, ICAP Energy, National Grid, Morrisons, Prudential, RSA.
  • Examples on Twitter: Burberry, Marks & Spencer.
  • Examples on Twitter: Shell, Sainsbury’s.
  • Example on Facebook: BP America.
  • Digital Communication Awards 2012 – listof winners.http://www.digital-awards.eu/
  • You cannot simply “layer” social into the enterprise – you must start from a solid foundation.
  • [graphic] Social technologies today and their untapped potential: McKinsey.http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy
  • Social software for business performance report: Deloitte.http://www.deloitte.com/view/en_US/us/Industries/technology/e9c1b39fb701e210VgnVCM3000001c56f00aRCRD.htm
  • [graphic] Altimeter’s Social Business Hierarchy of Needs: 1) Foundation: First, develop a business plan and put governance in place.2) Safety: Then, get organized by anointing a team and process to deal with crisis.3) Formation: Next, connect business units to increase coordination and reduce duplication.4) Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals5) Enlightenment: Finally, weave real-time market response into business processes and planning.
  • The natural progression:1:Social Media -> 2: Social Business -> 3: Social Enterprise1=1=Social software: the tools2=Integrating social tools with traditionalcomms and marketing3=A state of mind, an ability to make everything *social* that you do that engages with people – inside and outside – a seamless action across the business, from employees who tweet to those who work in the customer service call centre, to the C-suite to the sales teams = a common and consistent set of behaviours and standards.
  • But should the natural progression actually be:1:Social Media -> 2: Social Business -> 3: Authentic Enterprise1=Social software: the tools2=Integrating social tools with traditionalcomms and marketingThen making it simpler and more credible to explain 3…3=A state of mind, an ability to make everything *social* that you do that engages with people – inside and outside – a seamless action across the business, from employees who tweet to those who work in the customer service call centre, to the C-suite to the sales teams = a common and consistent set of behaviours and standards, led from the top, that is the start of a solid foundation upon which to build.You cannot just layer it on. It is a state of mind, integral to the heart and soul of your organization.
  • How do you start?

Transcript

  • 1. How Ready Are YouFor Social Business?Neville Hobson, ABC@janglesOctober 3, 2012
  • 2. http://www.nevillehobson.com http://www.forimmediaterelease.biz/
  • 3. Agenda1. Expectations and Realities2. Trends in the UK - In Society - In Business3. The State of Social Business in the UK4. How Can You Become „Ready‟?
  • 4. 1. EXPECTATIONS AND REALITIES
  • 5. Meaning http://www.socialbusinessforum.co m/what-is-social-business/http://www.dachisgroup.com/2012/06/the-definition-of-social-business/
  • 6. 2012 Hype Cycle for Emerging Technologieshttp://www.gartner.com/it/page.jsp?id=2124315
  • 7. It‟s now possible to look at a smartphone and unlock it via facialrecognition, and then talk to it to ask it to find the nearest bank ATM.However, at the same time, we see that the technology is not quite thereyet. We might have to remove our glasses for the facial recognition towork, our smartphones don‟t always understand us when we speak, andthe location-sensing technology sometimes has trouble finding us.- Gartner Hype Cyclee on Emerging Technologies, July 2012http://www.gartner.com/it/page.jsp?id=2124315
  • 8. 4G!
  • 9. http://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-prepare
  • 10. ...the Arthur W. PageSociety proposes apoint of view on thefuture of enterprisecommunications. Weoffer it not as a finishedconstruct, but ahypothesis – intendedto spark furtherresearch, explorationand refinement.http://www.awpagesociety.com/insights/building-belief/
  • 11. 2. TRENDS IN THE UK (and in many other countries)
  • 12. More Web Less Talkhttp://gigaom.com/mobile/as-mobile-data-zooms-voice-sms-revenues-slow/
  • 13. More Out Less InDemographics & User Behaviour Statistics Compendium UK, September 2012http://econsultancy.com/uk/reports/uk-internet-statistics-compendium
  • 14. Mobile SocialSocial Media Statistics Compendium UK, September 2012http://econsultancy.com/uk/reports/uk-social-media-statistics
  • 15. http://googlemobileads.blogspot.co.uk/2012/08/navigating-new-multi-screen-world.html
  • 16. Demographics & User Behaviour Statistics Compendium UK, September 2012http://econsultancy.com/uk/reports/uk-internet-statistics-compendium
  • 17. Gone in 5 YearsTop 5 responses to LinkedIn global surveysay:1. Tape recorders 79%2. Fax machines 71%3. The Rolodex 58%4. Standard working hours 57%5. Desk phones 35%http://press.linkedin.com/node/1229
  • 18. The FT‟s results for the first half of 2012 show that more people than ever are paying for FT content, with digital subscriptions exceeding daily print circulation for the first time.http://aboutus.ft.com/2012/07/27/ft-digital-subscriptions-surpass-print-circulation-globally
  • 19. As we build Quartz, we are focused on the touchscreen and mobile devices that increasingly dominate our lives. Our design began with the iPad foremost in mind, and we modified it from there to suit smartphones and, finally, personal computers. Your experience with Quartz should befit the hardware you visit us with and shift as seamlessly as you do from phone to tablet to laptop and back again. Call us a website or, if you like, a web app: Quartz combines the benefits of the free and open Web with the elegance of an application.http://qz.com/
  • 20. http://ongig.com/jobs/Salesforce.com/Community-Manager-Salesforce.com-Financial-Distric
  • 21. https://movenbank.com/
  • 22. Meet the Smart Connected Consumer She doesn‟t trust “corporate- speak” or “marketing-speak” She fast-forwards her DVR through the interruptions (aka ads) He pulls content that interests him, when he wants it He creates and shares his own content, original and mashups She embraces word of mouth via social networks She is connected wherever and whenever she wishes He brings his behaviours - and expectations - to the workplacePicture: http://www.heartcorewomen.com/women-social-media/
  • 23. Meet the Smart Connected Consumer She doesn‟t trust “corporate- Employee speak” or “marketing-speak” She fast-forwards her DVR Customer through the interruptions (aka ads) He pulls content that interests Shareholder him, when he wants it He creates and shares his own Investor content, original and mashups She embraces word of mouth via Partner social networks She is connected wherever and Supplier whenever she wishes He brings his behaviours - and expectations - to the workplace
  • 24. 3. THE STATE OF SOCIAL BUSINESS IN THE UK
  • 25. Today, 78% of the FTSE 100 are actively engaged on the social web.The Communicators Guide To FTSE 100 Social Media Use 2012http://threepipe.co.uk/http://en.wikipedia.org/wiki/FTSE_100_Index
  • 26. FTSE 100 Snapshot • Twitter: 69% • YouTube: 63% • Facebook: 47% • Google+: 39%The Communicators Guide To FTSE 100 Social Media Use 2012http://threepipe.co.uk/
  • 27. FTSE 100 Snapshot Twitter top uses: 1. Financial news 2. Industry news Facebook top uses: 1. Consumer info 2. Company newsThe Communicators Guide To FTSE 100 Social Media Use 2012http://threepipe.co.uk/
  • 28. The Communicators Guide To FTSE 100 Social Media Use 2012http://threepipe.co.uk/
  • 29. The Communicators Guide To FTSE 100 Social Media Use 2012http://threepipe.co.uk/
  • 30. The Communicators Guide To FTSE 100 Social Media Use 2012http://threepipe.co.uk/
  • 31. The Communicators Guide To FTSE 100 Social Media Use 2012http://threepipe.co.uk/
  • 32. http://www.digital-awards.eu/
  • 33. Hurdles and Barriers “Theres a long list of data related activities and social is just one of them... I guess we are yet to believe there is a strong ROI behind social media integration which is keeping this low down the priority list.” “Too much data is causing problems, and the inability to link that data to other sources (specifically revenue figures and brand tracking).” “Perceived scope and scale of change needed, lack of willingness to do it, lack of champion support within the organisation.” “Lack of expertise and understanding of systems, differences in opinion and lack of clarity of overarching objectives within international businesses.”eConsultancy/Adobe Quarterly Digital Intelligence Briefing: Managing and Measuring Social, September 2012http://econsultancy.com/uk/reports/quarterly-digital-intelligence-briefing
  • 34. 4. HOW CAN YOU BECOME „READY‟?
  • 35. http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy
  • 36.  Profound changes are underway. Skeptics will finish last. Focusing on adoption is a dead-end strategy. Companies must be strategic. Companies must be decisive. Companies must act now. Social software tools include wikis, blogs, microblogs, discussion forums, social networks, social bookmarks, tagging, crowdsourcing, and prediction markets. http://www.deloitte.com/view/en_US/us/Industries/technology/e9c1b39fb701e210VgnVCM3000001c56f00aRCRD.htm
  • 37. #SocialEra ? Companies cannot survive (let aloneprosper) without recognizing that Socialas a phenomenon can allow us toredefine our organisations to beinherently more fast fluid and flexible byits very design. Not by doing a little bitmore, or slimming down a bit here orthere, or by doing a few things a little bitfaster. No. We will not tweak our way intothe future.Nilofer Merchant, author, “11 Rules forCreating Value in the Social Era”http://blogs.hbr.org/cs/2012/09/traditional_strategy_is_dead_w.html
  • 38. http://www.slideshare.net/jeremiah_owyang/social-readiness-how-advanced-companies-prepare
  • 39. • #Social Enterprise • #Social BusinessDNA image: http://www.dnamnd.med.usyd.edu.au/ • #Social Media
  • 40. • #SocialEnterprise Authentic Enterprise • #Social BusinessDNA image: http://www.dnamnd.med.usyd.edu.au/ • #Social Media
  • 41. Ceding Control “It‟s a dilemma for some organisations. Where everything is so informal and instant, what do you do about processes where you must keep records for compliance or regulatory reasons? We are going to have to figure out a newer way of doing things that enables us to match the expectations of everyone, young and old, a way that is not painful.” “The ability for citizens to be able to connect with each other and with governments through online connectivity is a positive force in a democracy. The new ways provide significant benefits for governments, if they accept the fact that empowered, more informed people make a far better part of the process through which information is shared, and knowledge increased.”http://www.siliconrepublic.com/digital-21/item/28627-ceding-control-in-the-age/
  • 42. Calculate Risk• Listen• Recognize and understand change - Society - Behaviours - Trends - Your landscape• Make a deal with your colleagues to eliminate FUD• Be where your stakeholders are – on their terms• Know who your advocates and detractors are• Listenhttp://www.nevillehobson.com/portfolio/calculating-your-risks/
  • 43. Always MakeEsther Dyson Catalyst of Start-ups New Mistakes
  • 44. How Ready Are YouFor Social Business?Neville Hobson, ABC@janglesOctober 3, 2012