Can Social Business Reshape the Organization

1904 World’s Fair – St. Louis, Missouri, USA Max Weber The Protestant Ethic and the Spirit of CapitalismThe Palace of Manufactures Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

Hours Worked per Year in the West and the East, 1950–2009 The Conference Board, Total Economy Database 2012 Source: N. Ferguson, Civilization +Is ‘Hours Worked’ an indicator of Work Ethic? Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahImage: courtesy Fiat official pictures on Autoblog, http://www.autoblog.com/2011/11/16/2012-fiat-500-abarth-brings-accessible-italian-performance-to-am/

Crushing Pulverizing Melting Assembling Packaging Warehousing Cutting Milling Polishing Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahImage: Gongchang Worldwid Factoris, http://www.gongchang.com/Cast_iron_ingot-dp12952980/

“Predictable Specialization & and Planned” Focused to Function Repetitive Silos predetermined WorkloadSystematic Workflow Best Practices Production Goals & Quantity Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

“Change is Multi-disciplinary Omnipresent and Continuous” Non-repetitive Cross- Variable functional Workload PragmaticTask focused Versatile Ideas Evolving Goals & Quality Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

 "Knowledge worker productivity demands that we ask the question: "What is the task?" —Peter F. DruckerSource: Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahDrucker, Management Challenges for the 21st Century, Butterworth-Heinemann, Oxford, 1999Drucker, Managing for the Future, Butterworth-Heinemann, Oxford, 1992

“One of the great paradoxes of the revolution now being called “social business” is the near total lack of participation by the corporate group (IT) that led the last great corporate revolution.” - Paul Gilin, BtoB Magazine, May 23rd 2012Source: Paul Gilin, CIOs squander social business opportunity, May 23rd 2012 http://www.btobonline.com/article/20120523/SOCIAL/305229989/cios-squander-social-business- Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahopportunityThe Economist Intelligence Unit, Pulse Point Group, The Economics of the Socially Engaged Enterprise, March 2012 http://www.pulsepointgroup.com/staging.pulsepoint/wp-

Three Myths about What Customers Want 1. Consumers Want to have a Relationship with your Brand 2. Interactions build Relationships 3. The More Interaction the Better Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahSource: K Freeman, P Spenner, A Bird, Three Myths about What Customers Want, Harvard Business Review, May 23, 2012,http://blogs.hbr.org/cs/2012/05/three_myths_about_customer_eng.html

IBM Institute for Business Value study: “Today’s CMO: Innovating or Following?” 3M Australia: Corporate character grows more critical in the networked age… ‘Every employee has become a touch-point for the brand’ “We want employees to be excited about the company’s values and history as an innovator, so they can be a constant touch-point for the brand essence.” “Please take this to your Employers leveraging relationships outside the “Beyond-the-Employer” company” Professional Social Networks Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahSource: IBM Institute for Business Value, “Today’s CMO: Innovating or Following?”, 2011, http://www-935.ibm.com/services/us/gbs/thoughtleadership/ibv-cmo-prestudy.html

Blogging or Social freelance networks writing of contacts Participation Live events, in online meetings communities Central Issue: Personally- Crowdsourcing / owned “Please take your work devices at work Collective Intelligence home” Your Location Co-working and data shared physical spaces Personal Life Personal Life Work Life Work Life IT / Working with computing access Remote coworkers & Central Issue: Workload employees “Please bring your exceeds Work-related the life to work” workdayStress management Computerization Working of Job tasks across timezones Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

New Assets, New Skills  Personal data from online activity creates [a] new asset class touching all aspects of society  Need an End user-centric view of transparency, trust, control, value  Juggling priorities and loyalties Personal Data: The – to employer, to self, to communities Emergence of a New Asset Class World Economic Forum 2011  To keep pace, increasing need for frequent of task & context-switching and cognitive load management Future Work Skills 2020 Institute for the Future + Univ of Phoenix Research Institute, 2011Source:World Economic Forum, “Personal Data: The Emergence of a New Asset Class”, Jan 2011, http://www3.weforum.org/docs/WEF_ITTC_PersonalDataNewAsset_Report_2011.pdfInstitute for the Future for the University of Phoenix Research Institute, “Future Work Skills 2020”, Apr 2011, https://www.phoenix.edu/research-institute/publications/2011/04/future-work-skills-2020.html Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

Decentralize to Empower Leadership & Responsibility Multi-point touches Relationships Shared Responsibility Decentralizatio Centralizatio Transparency & Knowledge Accountability n n Process Socialize and Shift Soft Power Control & Influence Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

Case: How to extend Banking hours to Sunday “We made our employees part of a highly transparent decision making process - Wendy Arnott, VP of social media & digital communications, TD Bank Group..shifted to pride and excitement about being open on Sundays for our customers” Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

Case: How to Continue Revenue momentum 2005-2010 Revenues increased 3400% Client Info Center: “TRANSPARENCY is the key driver” Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

Changes to Processes & Workflow Enhance Embed into Recenter Zoom Shift the the Edge the Flow the tasks Out Big PictureImprove simple Encourage Focus on social Examine the Restructure tasks on the more people to qualities: trust, overall process related business edge of move it into engagement, and other functions and business their core work transparency, related ownership of flow co-ownership processes responsibilities Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

Changes to How we Motivate People “Soft Power” “As we think of power in the 21st century, we want to get away from the idea that power’s always zero sum — my gain is your loss and vice versa. Power can also be positive sum, where your gain can be my gain.” -- Joseph Nye Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn ShahSource: TED.com http://www.ted.com/talks/joseph_nye_on_global_power_shifts.html

1904 World’s Fair – St. Louis, Missouri, USA The Palace of Electricity Work on the productivity of the knowledge worker has barely begun… [We are] roughly where we were in the year 1900 in terms of the productivity of the manual worker. Nevertheless, we already know infinitely more about the productivity of the knowledge worker than we did then about that of the manual worker — Peter F. Drucker Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

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Can Social Business Reshape the Organization

by Rawn Shah on Jun 05, 2012

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