Soccnx III - A social revolution... "Can I control that?"

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Speakers: Femke Goedhart

Company regulation versus personal individuality, how do you get your employees to be responsible partners in a Social Business and how do you weigh freedom versus restriction? The whole Social Business idea is based on the idea of each individual having an intrinsic value to the organization that isn't necessarily linked to its role within the organization alone. This begs the question of how to tap this resource without losing control and how to implement and regulate the changes that are going to be needed. How much of this can you regulate (top-down) and how much do you allow to evolve (bottom-up)? Do you set up predefined structures and communities (pushing) or allow users to instigate the community building, opening up the floor to free input and self-empowerment? This session will highlight the difficulties and choices a company will face while making the transition into a Social Business and offer ideas and guidelines on how to do so.

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Soccnx III - A social revolution... "Can I control that?"

  1. 1. A social revolution...Can I control that?? 1
  2. 2. @FemkeGoedhart Business Consultant blogger passionateCritical Usability Social Media Creative Redbook Thought Leader IBM Development SilversideDocument Management Listener Co-worker Consultant Lotus Runner Social Businessvolunteer Enthusiastic Tester Author languages Judge Administration Functional design BPM Writing Connections Friend 2
  3. 3. Social Business“An organization that has put in placethe strategies, technologies andprocesses to systematically engage allthe individuals of its ecosystem(employees, customers, partners,suppliers) to maximize the co-createdvalue” http://www.socialbusinessforum.com/what-is-social-business/ 3
  4. 4. TraditionalBusinessF1 = Commit F10 = Exit Data driven 4
  5. 5. Connection driven 5
  6. 6. CompanyInternal External Employee 6
  7. 7. Social = Tools?ProfilesFind the people you need Home page See whats happening across your social networkCommunitiesWork with people who share common roles Social Analyticsand expertise Discover who and what you don’t know via recommendationsFilesPost, share, and discover documents, Micro-bloggingpresentations, images, and more Reach out for help your social networkWikis BookmarksCreate web content together Save, share, and discover bookmarksActivities Ideation BlogsOrganize your work and tap your professional Gather structured feedback through Ideation Blogs fromnetwork customers/employeesForumsExchange ideas with, and benefit from the Blogsexpertise of others Present your own ideas, and learn from othersMedia GalleryUpload images and videos for viewing and shareinline in community 7
  8. 8. NO!Hi! Hello It’s about being engaged, tools are just a medium 8
  9. 9. Culture Culture Talk Critical CultureOpenness Creative Learn Transparency Culture Culture Listen Culture Discuss CultureNimble voluntary Enthusiasm adoption Trust Culture Communication CultureConsideration Culture Responsibility respect Culture mentality contribution IT’S ALL ABOUT CULTURE! 9
  10. 10. Social? 10
  11. 11. Collaborate 11
  12. 12. Benefits of being social Attract & Retain Talent Improve MoraleReduce Risk & Satisfaction Foster EnhanceInnovation Productivity Drive Growth & Performance 12
  13. 13. Social benefits• 87% of IBMers collaborating with others in communities increase their skills• 84% are able to access experts quicker• 74% increase their productivity• 64% improve their personal reputation IBM Market Insigths, July 2007 Survey of over 2200 GTS Employees 13
  14. 14. Rigid Hierarchical structures 14
  15. 15. Or is a new way of connecting needed? Welcome Good day! What do you think? How Can I Did you see help? this? Ehh? What are you working on? Hi 15
  16. 16. Join forcesCommunity: An interactive group ofpeople joined together by a common topic of interest. 16
  17. 17. User typesThe Creator: Creates and shares content, writes blogs,instigates change and starts creative processesThe Critic: Responds to content created by others,reviews and updates WikisThe Collector: Organizes data, collects bookmarks,tags others data, loves to structure in CommunitiesThe Joiner: A conversationalist who loves to beconnected and to communicate but doesn’t necessaryadds or updates much contentThe Spectator: The silent onlooker. Consumer of databut hardly ever contributes or joins in the conversationThe Inactive: The ones that are there but not there.Those that simply won’t use Social Business and will ifpossible revert back to old structures and sources 17
  18. 18. User typesThe Creator: Creates and shares content, writes blogs,instigates change and starts creative processesThe Critic: Responds to content created by others,reviews and updates WikisThe Collector: Organizes data, collects bookmarks,tags others data, loves to structure in Communities TextThe Joiner: A conversationalist who loves to beconnected and to communicate but doesn’t necessaryadds or updates much contentThe Spectator: The silent onlooker. Consumer of databut hardly ever contributes or joins in the conversation Lurker?The Inactive: The ones that are there but not there.Those that simply won’t use Social Business and will ifpossible revert back to old structures and sources 18
  19. 19. Governance 19
  20. 20. Guidelines & Policy• Stimulate versus regulate• Involve your users and ask them for input. They are much more likely to follow and feel connected to it if you do.• Refer to existing contract stipulations, NDA’s & Code of Conduct, don’t simply repeat what is in there already• Make it relevant to your situation• Don’t make it overly broad. You will never catch all possible situations 20
  21. 21. 21
  22. 22. EtiquetteEtiquette = Manners + PrinciplesManners depend on culture, location and context while principles remain. Respect Honesty ConsiderationGrowing and evolving, not static! 22
  23. 23. Control The most effective • Governance board means of etiquette • Community managers control rely less on • Education & trainingrules and sanctions, • Materials & resourcesand more on norms, • Ongoing monitoring and evaluation values and the influence of peers. http://public.dhe.ibm.com/common/ssi/ecm/en/epw14014usen/ EPW14014USEN.PDF 23
  24. 24. Give the right support for what you ask Commitme Involveme Responsibil Loyalty nt nt ityContracts, policies,guidelines, NDA’s, MonitoringTraining, support Openness Transparen Respect Trust& education cyEncouragement& empowermentLeadership 24
  25. 25. Lead by Example• Train the Trainer• Early Adopters Practise• Champions what• Leadership! you preach 25
  26. 26. Keep it positiveDon’t tell them what they do wrong, tell them how to do it better! Train Teach Learn Explore Experiment 26
  27. 27. And when they mess up?!? Identify Incorporate Correct Extrapolate Learn Educate You can’t undo what hasalready been done but you can learn from it! 27
  28. 28. Negative feedback and criticism• Choose the right platform: Private vs. public?• Always try to see the bigger picture. What is it that you want to achieve: Educate or Correct?• Peer-reviews 28
  29. 29. Power of a thank you Engage Respond Validate Acknowledge 29
  30. 30. Learning curve: let Give the social Initial spike in your users process a chance to ‘irrelevant’ content experiment correct itselfAn irrelevant discussion might Make people aware what your goals are but let them find their lead to relevant content own ways of doing so 30
  31. 31. External facing Why should • Respect the stakeexternal facing everyone has in the process behaviour be • Make sure you specifydifferent from clear guidelines • Make sure people know internal where to turn to for help behaviour ifyou trust your people to be responsible? 31
  32. 32. Starting a social revolution Analyze your corporate celebrate culture Monitor and Identify your evaluate ‘win’ pointsEnergize Activate Identify Spread the potential news! risks/ restrictions Iterate & Improve Set up Energize guidelines & management policies Locate possible Determine champions the tools you and early need adopters Create training / campaign materials 32
  33. 33. Starting a social revolution Analyze your corporate celebrate culture Monitor and Identify your evaluate ‘win’ points Don’t wait forEnergize Activate Identify Spread the potential the perfect news! risks/ restrictions moment: Energize management GO FOR IT! Set up guidelines & policies Locate possible Determine champions and the tools you early adopters need Create training / campaign materials 33
  34. 34. L De toekomst? A CIS O 34
  35. 35. 35

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