Simply Social Simplifying Social Media’s Relevance to Organizational Objectives February 2010 [email_address]
Introductions and Objectives <ul><li>A little about me </li></ul><ul><li>Objectives of this presentation </li></ul>
Agenda <ul><li>Our Foundational View of People at Work </li></ul><ul><li>The Social Animal </li></ul><ul><li>Web 2.0 and S...
Beyond Functional Contribution The knowledge our people bring to the organization is greater than the job or function for ...
<new stuff> has taught us about… … the power of the collective … and the diversity of the individual
<new stuff> has taught us about… … a Better, Faster, Cheaper way
<ul><li>And Now For Something Completely Different… </li></ul>
We Are Social
Social Media “ … media designed to be disseminated through social interaction .”   (Wikipedia, as of Dec 22, 2009) “ …  a ...
Is this  really  a paradigm shift… http://memory.loc.gov/mss/mcc/004/0001.jpg … or just a new spin on an old thing?
We’ve gone from lips to ears… Time (in years ago) Social Media Breadth and Depth 3,000,000
… to raw material media… Time (in years ago) Social Media Breadth and Depth 20,000
… to electronic media Time (in years ago) Social Media Breadth and Depth 135
… and gone from 1 to 1… Time (in years ago) Social Media Breadth and Depth 40
… and 1 to many… Time (in years ago) Social Media Breadth and Depth 10
… to many to many. Time (in years ago) Social Media Breadth and Depth 0
Relevance to Your Organization? <ul><li>Leverage the Diversity of the Individual </li></ul><ul><li>Harness the Power of th...
A Simple Framework
Examples [1]
Examples [2]
Examples [3]
<ul><li>What Happens When Your Amplifiers Aren’t Grounded Between Outcomes and Needs? </li></ul>Question
Canada Post Case Study
<ul><li>No direct communications channel to 60,000 of the 75,000 employees </li></ul><ul><li>No ability to collaborate aro...
Marrying Needs with Outcomes using Amplifiers
Simply Social Everywhere 1 2 3 4 5
<ul><li>Don’t Let the Buzz Distract You </li></ul>Final Thought
[email_address]
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Simply Social: Simplifying Social Media\'s Relevance to Organizational Objectives

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Broad high level discussion of social media and it\'s relevance to achieving business objectives. A framework is presented that provides insight on how to approach social media as a tool to meet various business outcomes.

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  • Ok – so I’d like to get into a bit more of the presentation specific to social media….but keep in the back of your mind these concepts as they come up later.
  • But if we remove the word “online” – what we’re left with is people having conversations. Well. This is a photo of Alexander Graham Bell’s conceptual drawing of the telephone. Notice one person on one end of the “line”, and another person on the other end ofthe “line”. They aren’t “on” the line, per se, but they are between it which is pretty close. But this is also “people having conversations”, no? This concept of two people talking to one another seems pretty straight forward to us – social media should become this straight forward. Is this “really” a paradigm shift? Or just a spin on an old thing. The answer, I think, is yes and no. No – because, while there is a lot of stuff that is new one could hardly justify saying that a key model of communicating is really changing. However, when one might argue that this movement is transformative and exhaustive BECAUSE it is social. And the introduction of social media into the fabric of work could very well be consider a paradigm shift
  • Once we achieved the ability to CONNECT – ON A LINE – our progress grew exponentially. We went from the transmission of social information from 1 person to 1 person – here we have Tomlinson using ARPANET to send the first email message. (ok, it was to himself, but that’s not the point)….
  • … to a 1 person to many person type of transmission. It was at this point, perhaps about 10 years ago, when “Blogging” hit the mainstream, that the reality of the power of SOCIAL media began to take hold. The ability for conversations to be had, easily, between 1 and many was a significant turning point….
  • Simply Social: Simplifying Social Media\'s Relevance to Organizational Objectives

    1. 1. Simply Social Simplifying Social Media’s Relevance to Organizational Objectives February 2010 [email_address]
    2. 2. Introductions and Objectives <ul><li>A little about me </li></ul><ul><li>Objectives of this presentation </li></ul>
    3. 3. Agenda <ul><li>Our Foundational View of People at Work </li></ul><ul><li>The Social Animal </li></ul><ul><li>Web 2.0 and Social Media </li></ul><ul><li>Is This Really New? </li></ul><ul><li>Needs, Outcomes, and Amplifiers </li></ul><ul><li>Examples and a Canada Post Case Study </li></ul>***
    4. 4. Beyond Functional Contribution The knowledge our people bring to the organization is greater than the job or function for which they were specifically hired
    5. 5. <new stuff> has taught us about… … the power of the collective … and the diversity of the individual
    6. 6. <new stuff> has taught us about… … a Better, Faster, Cheaper way
    7. 7. <ul><li>And Now For Something Completely Different… </li></ul>
    8. 8. We Are Social
    9. 9. Social Media “ … media designed to be disseminated through social interaction .” (Wikipedia, as of Dec 22, 2009) “ … a type of computer mediated communication (that aims to) connect, collaborate and inform/convince .” (Corporate Executive Board) “ … people having conversations online .” (“What the f**k is social media”, Marta Kagan) “ … are online communications in which individuals shift fluidly and flexibly between audience and author… .” (Joseph Thornley, 2008) “ … an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures .” (Various)
    10. 10. Is this really a paradigm shift… http://memory.loc.gov/mss/mcc/004/0001.jpg … or just a new spin on an old thing?
    11. 11. We’ve gone from lips to ears… Time (in years ago) Social Media Breadth and Depth 3,000,000
    12. 12. … to raw material media… Time (in years ago) Social Media Breadth and Depth 20,000
    13. 13. … to electronic media Time (in years ago) Social Media Breadth and Depth 135
    14. 14. … and gone from 1 to 1… Time (in years ago) Social Media Breadth and Depth 40
    15. 15. … and 1 to many… Time (in years ago) Social Media Breadth and Depth 10
    16. 16. … to many to many. Time (in years ago) Social Media Breadth and Depth 0
    17. 17. Relevance to Your Organization? <ul><li>Leverage the Diversity of the Individual </li></ul><ul><li>Harness the Power of the Collective </li></ul><ul><li>Understand that Social Media’s fuel is: </li></ul><ul><ul><li>The innate Need for people to be heard; </li></ul></ul><ul><ul><li>The variety of Outcomes those voices can/want to influence </li></ul></ul><ul><ul><li>The Amplifier effect provided by ubiquitous and low cost technology (Web 2.0) </li></ul></ul><ul><li>All of this new stuff provides new ways to help address business challenges </li></ul>
    18. 18. A Simple Framework
    19. 19. Examples [1]
    20. 20. Examples [2]
    21. 21. Examples [3]
    22. 22. <ul><li>What Happens When Your Amplifiers Aren’t Grounded Between Outcomes and Needs? </li></ul>Question
    23. 23. Canada Post Case Study
    24. 24. <ul><li>No direct communications channel to 60,000 of the 75,000 employees </li></ul><ul><li>No ability to collaborate around key messaging or tailor messaging to specific employee segments </li></ul><ul><li>Lack of visibility into the tacit knowledge within the organization </li></ul><ul><li>One-off Intranet applications in need of consolidation and support cost reductions </li></ul><ul><li>Desire to integrate social media tools into the organization without changing behaviour too dramatically </li></ul>Business Issues & Drivers
    25. 25. Marrying Needs with Outcomes using Amplifiers
    26. 26. Simply Social Everywhere 1 2 3 4 5
    27. 27. <ul><li>Don’t Let the Buzz Distract You </li></ul>Final Thought
    28. 28. [email_address]

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