Social Software for Prosperity and Growth

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Where will your business' prosperity and growth come from? How do you influence new customers in a low cost fashion? …

Where will your business' prosperity and growth come from? How do you influence new customers in a low cost fashion?
How do you generate new opportunities for prosperity and growth?

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  • 1. Social Software for prosperity and growth Chris Sparshott
  • 2. Video: Time to Think Chris Sparshott
  • 3. Agenda Part 1: Change Part 2: Growth Part 3: Research Part 4: Tools Chris Sparshott
  • 4. Part 1: Change Chris Sparshott
  • 5. The world has changed Chris Sparshott
  • 6. Inter-connected Chris Sparshott
  • 7. Chris Sparshott
  • 8. http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/ Chris Sparshott
  • 9. Inter-dependent Chris Sparshott
  • 10. Inter-dependent 1914 The butterfly effect can also be represented by large complex systems. Archduke Franz Ferdinard WWI 18 December 1863 – 28 June 1914 Chris Sparshott
  • 11. Inter-dependent 2009 1,250 New Zealanders are losing their job every week. Peter Conway Secretary of the New Zealand Council of Trade Unions Stock market Chris Sparshott Jobless
  • 12. Inter-dependent 2009 State Department officials earlier urged Twitter to delay scheduled maintenance work to avoid interrupting its service in Iran. Twitter ? YouTube Iranian Student Shot Chris Sparshott
  • 13. The world has changed Every interaction has an effect The number of interactions is increasing Chris Sparshott
  • 14. Part 2: Growth Chris Sparshott
  • 15. Statement Business success is measured in sales Chris Sparshott
  • 16. Statement Sales is the life blood of our business Chris Sparshott
  • 17. Statement Sales is about relationships Chris Sparshott
  • 18. Question How strong are those relationships ? Chris Sparshott
  • 19. Question to a member of your organisation What do you want for your customers in three years time ? Chris Sparshott
  • 20. Answer I won’t be doing this job in three years time. Chris Sparshott
  • 21. So who cares? Chris Sparshott
  • 22. Exercise 1 Chris Sparshott
  • 23. Prioritise the time you spend with these customers from 1 to 6. 1 being the highest priority • Customer might spend money today • Customer might spend money tomorrow • Customer might spend money this quarter • Customer might spend money next quarter • Customer might spend money next year • Customer might spend money sometime Chris Sparshott
  • 24. Possible Result • Customer might spend money today 1 • Customer might spend money tomorrow 2 • Customer might spend money this quarter 3 • Customer might spend money next quarter 4 • Customer might spend money next year 5 • Customer might spend money sometime 6 Chris Sparshott
  • 25. Spot any problems? (Where is “4”?) Chris Sparshott
  • 26. Question Ask yourself, where will future growth come from? Chris Sparshott
  • 27. Answer *New customers *and existing customers Chris Sparshott
  • 28. Exercise 2 Chris Sparshott
  • 29. Prioritise the time you spend with these customers from 1 to 6. 1 being the highest priority Take into consideration future growth • Customer might spend money today • Customer might spend money tomorrow • Customer might spend money this quarter • Customer might spend money next quarter • Customer might spend money next year • Customer might spend money sometime Chris Sparshott
  • 30. Possible Result • Customer might spend money today 1 • Customer might spend money tomorrow 2 • Customer might spend money this quarter 3 • Customer might spend money next quarter 4 • Customer might spend money next year 5 • Customer might spend money sometime 1 Chris Sparshott
  • 31. Hang on,.. How come a customer that might spend money sometime in the unknown future can be as important as a customer that might spend money today? Chris Sparshott
  • 32. It’s about the inter-dependent ecosystem Global customers Auckland Customers Christchurch Customers Wellington Customers Chris Sparshott
  • 33. The ecosystem spawns growth Chris Sparshott
  • 34. We influence the ecosystem by owning “mindshare Chris Sparshott
  • 35. Traditional Media TV Radio Print Chris Sparshott
  • 36. Spray and pray doesn’t work People are not listening Chris Sparshott
  • 37. Connected Media Web Pages Comments Blogs Surveys Social networking Tweets Aggregation Chris Sparshott
  • 38. How do we make mindshare work for us? Chris Sparshott
  • 39. We need to marshal our most important assets for growth Our employee’s relationships Chris Sparshott
  • 40. It means everyone *shares *knowledge, help, advice, friendship and goodwill with our customers Chris Sparshott
  • 41. It means everyone *cares *interactions are real and mean something Chris Sparshott
  • 42. It means everyone does *Social Networking *Social Networking = Sales + Marketing + PR + Knowledge Chris Sparshott
  • 43. There is more than anecdotal evidence to support the value of Social Networking Chris Sparshott
  • 44. Part 3: Research Chris Sparshott
  • 45. “Value of Social Networks: A large scale analysis on network structure impact to financial revenue of information technology consultants” http://smallblue.research.ibm.com/ Chris Sparshott
  • 46. Objective • To estimate the value of social networks. • How does social capital influence productivity • How information workers obtain information through various communications channels and social networks • Measure the impact to revenue at the personal and project level of the information workers Chris Sparshott
  • 47. Information workers = Consultants Perform high quality project work Delight the customer Generate repeat business Make $ for IBM (…and to stay off the bench) Chris Sparshott
  • 48. What was measured? * 2600 IBM business consultants over 2 years (2006-2008) * Across 70 Countries * Derive the network of 350k employees * Overall observation of 10k consulting projects Chris Sparshott
  • 49. What was measured? * People Interaction (email and IM) * Detailed and objective performance measurements of the consultants * Number of billable hours * Number of projects * Revenue generated * Explore relationship between social network and productivity of those consultants Chris Sparshott
  • 50. Conducted 15 intensive interviews Efficient access to information Timely access to valuable information results in higher quality decision making Chris Sparshott
  • 51. Results The value of each person in your address book is $948 Chris Sparshott
  • 52. Results Not Friends YOU Friends Friends When friends of your friends are not friends of each other or belong to the same social group. = 276.64% increase in monthly revenues Chris Sparshott
  • 53. Results One strong link to your manager Manager You is worth $588.20 /month Having managers in a project is correlated with team performance initially. Too many managers in a project is negatively associated with team performance Manager You One weak link to your manager costs $98.48 /month Chris Sparshott
  • 54. Results • Attributes of your network, human capital, power and status have a unique relationship with work performance • No performance relationship for – access to different divisions – access to different geographical locations – gender distribution Chris Sparshott
  • 55. There is value to businesses in encouraging external collaboration & social networking Chris Sparshott
  • 56. Part 4: Tools Enterprise Tools Free Tools Chris Sparshott
  • 57. Video: How many friends do you have? Chris Sparshott
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  • 71. Business benefits *Find hidden expertise *Reduce time to find and access knowledge sources *Reduce email and telephone usage *Personal mindshare Chris Sparshott
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  • 73. http://www.ibm.com/developerworks/ Chris Sparshott
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  • 77. Business benefits *Build communities *Manage interactions with customers and partners *Help each other *Deliver additional services *Gain mindshare Chris Sparshott
  • 78. FREE Tools Chris Sparshott
  • 79. Wordpress - Free * Hosting Costs * More hits than ibm.com/nz website Chris Sparshott
  • 80. Slideshare - Free Chris Sparshott
  • 81. Twitter - Free Twitter (Global Instant Messaging) Stay current - Identify community - Provide value Chris Sparshott
  • 82. LinkedIn - Free Chris Sparshott
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  • 90. Business benefits *Build communities around companies products and services *Utilise existing frameworks *Provide light weight client interaction *Generate F2F interactions *No license costs Chris Sparshott
  • 91. Community Funnel Online Community Meet-ups F2F Sales Pipeline Chris Sparshott
  • 92. Increased Prosperity & Growth = Community + Participation Chris Sparshott
  • 93. My Journey – I did… • Blogged on Blogger • Upload presentations to Slideshare • Started tweeting • Self host Blog to Wordpress, chrissparshott.com • Used Scribd • Built LinkedIn network (on-going) • Built videos for blog • Launched LinkedIn community groups • Started product based meet-ups Chris Sparshott
  • 94. My Journey – Benefits… • Increased reach and influence for IBM • Increased visibility of IBM to customers • Clients support each other • Support direct sales efforts • Customer case studies • Recognised within IBM as an expert • Mentor IBM employees and start-ups • Present at events • Had a lot of fun ;o) Chris Sparshott
  • 95. Chris Sparshott chris_sparshott@nz.ibm.com 0064 (0)21 574 696 (Sparkbouy) sparkbouy@gmail.com Portfolio http://www.slideshare.net/sparkbouy/slideshows Blog http://chrissparshott.com IBM chris_sparshott@nz.ibm.com Chris Sparshott
  • 96. Flickr and Links • http://www.flickr.com/photos/tessawatson/308774675/ • http://www.flickr.com/photos/erica_marshall/2885783824/ • http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png • http://www.flickr.com/photos/whatknot/714338893/ • http://www.flickr.com/photos/indigente/798304/ • http://net.lib.byu.edu/estu/wwi/bio/f/franzfrd.html • http://en.wikipedia.org/wiki/Archduke_Franz_Ferdinand_of_Austria • http://www.flickr.com/photos/22746515@N02/324050779 • http://www.flickr.com/photos/traftery/3235920577/ • http://www.flickr.com/photos/12392252@N03/2445045132/ • http://www.latimes.com/news/nationworld/world/la-fgw-twitter18-2009jun18,0,5845567.story • http://www.thestranger.com/seattle/paul-constant-reviews-twitter/Content?oid=1774875 • http://www.flickr.com/photos/romanlily/3130507637/ • http://www.flickr.com/photos/leecullivan/141114012/ • http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/ • http://www.flickr.com/photos/lwr/101286819/in/set-72057594065740447/ • http://www.flickr.com/photos/thecampbells/3005650135/ • http://www.flickr.com/photos/codepo8/2122763472/ • http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/ • http://www.flickr.com/photos/leecullivan/252515890/ • http://www.slideshare.net/debs/f-o-w-a-marketing-workshop-2007b • http://www.flickr.com/photos/amagill/180202581/ • http://www.flickr.com/photos/davesandford/3184810369/ • http://www.flickr.com/photos/clappstar/178050837/ • http://www.flickr.com/photos/sharynmorrow/1923985105/ • http://www.flickr.com/photos/kalieye/3265551769/ • http://www.flickr.com/photos/gabenl/2617316249/ • http://www.flickr.com/photos/nathanwells/1199095941/ • http://www.flickr.com/photos/minifig/95040634/ • http://www.flickr.com/photos/blah_oh_well/302469907/ Chris Sparshott