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Social Software
for prosperity and growth




         Chris Sparshott
Video: Time to Think




        Chris Sparshott
Agenda

          Part 1: Change
          Part 2: Growth
          Part 3: Research
          Part 4: Tools




 Chris Sp...
Part 1: Change




     Chris Sparshott
The world has changed




         Chris Sparshott
Inter-connected




     Chris Sparshott
Chris Sparshott
http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/
                               ...
Inter-dependent




     Chris Sparshott
Inter-dependent 1914



  The butterfly effect can also be represented by large complex systems.




    Archduke Franz Fe...
Inter-dependent 2009



1,250 New Zealanders are losing their job every week.
                   Peter Conway
       Secre...
Inter-dependent 2009



 State Department officials earlier urged Twitter to delay scheduled
     maintenance work to avoi...
The world has changed
   Every interaction has an effect




The number of interactions is increasing
                 Chr...
Part 2: Growth




     Chris Sparshott
Statement



                   Business
                  success is
                  measured
                    in sa...
Statement



Sales is the
 life blood
    of our
 business


               Chris Sparshott
Statement
Sales is about relationships
            Chris Sparshott
Question

                   How strong
                    are those
                  relationships
                    ...
Question to a member of your organisation




                                                     What do you
           ...
Answer




 I won’t be doing
 this job in three
    years time.




                     Chris Sparshott
So who cares?




     Chris Sparshott
Exercise 1




   Chris Sparshott
Prioritise the time you spend with
     these customers from 1 to 6.
       1 being the highest priority
•   Customer migh...
Possible Result
•   Customer might spend money today          1
•   Customer might spend money tomorrow       2
•   Custom...
Spot any problems?

             (Where is “4”?)




       Chris Sparshott
Question




                              Ask yourself,
                             where will future
                  ...
Answer




          *New
        customers




*and existing customers   Chris Sparshott
Exercise 2




   Chris Sparshott
Prioritise the time you spend with these
         customers from 1 to 6.
        1 being the highest priority
 Take into c...
Possible Result
•   Customer might spend money today          1
•   Customer might spend money tomorrow       2
•   Custom...
Hang on,..

   How come a customer
  that might spend money
 sometime in the unknown
 future can be as important
  as a cu...
It’s about the inter-dependent ecosystem


 Global
 customers                  Auckland
                            Custom...
The ecosystem
spawns growth




          Chris Sparshott
We influence the ecosystem by owning “mindshare




                      Chris Sparshott
Traditional Media

                        TV
                       Radio
                       Print




Chris Sparshott
Spray and
                  pray doesn’t
                     work

                    People are not
                   ...
Connected Media
    Web Pages
     Comments
        Blogs
      Surveys
  Social networking
       Tweets
    Aggregation
...
How do we
   make
 mindshare
work for us?



               Chris Sparshott
We need to marshal our most
 important assets for growth


Our employee’s relationships




            Chris Sparshott
It means everyone *shares




*knowledge, help, advice, friendship and goodwill with our customers
                       ...
It means everyone *cares




*interactions are real and mean something
                                   Chris Sparshott
It means everyone does *Social Networking




*Social Networking = Sales + Marketing + PR + Knowledge
                    ...
There is more than anecdotal evidence to
 support the value of Social Networking




                  Chris Sparshott
Part 3: Research




      Chris Sparshott
“Value of Social Networks:

A large scale analysis on network
   structure impact to financial
revenue of information tech...
Objective

• To estimate the value of social networks.

• How does social capital influence productivity

• How informatio...
Information workers = Consultants
Perform high quality project work
Delight the customer
Generate repeat business
Make $ f...
What was measured?


* 2600 IBM business
  consultants over 2
  years (2006-2008)
* Across 70 Countries
* Derive the netwo...
What was measured?

       * People Interaction
         (email and IM)
       * Detailed and objective
         performan...
Conducted 15 intensive interviews
Efficient access to information

Timely access to valuable
information results in higher...
Results



                    The value of
                   each person in
                    your address
           ...
Results


                       Not
                     Friends



                     YOU
       Friends
             ...
Results
      One strong link to your manager   Manager
You   is worth $588.20 /month


      Having managers in a project...
Results


• Attributes of your network, human capital, power and
  status have a unique relationship with work performance...
There is value to businesses in encouraging
 external collaboration & social networking




                   Chris Spars...
Part 4: Tools

Enterprise Tools
  Free Tools



      Chris Sparshott
Video: How many friends do you have?




                Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Business benefits


                *Find hidden expertise
                *Reduce time to find and
                 acces...
Chris Sparshott
http://www.ibm.com/developerworks/
              Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Business benefits

             *Build communities
             *Manage interactions
              with customers and
    ...
FREE Tools




   Chris Sparshott
Wordpress - Free




* Hosting Costs

* More hits than ibm.com/nz website
                  Chris Sparshott
Slideshare - Free




       Chris Sparshott
Twitter - Free




Twitter (Global Instant Messaging)
Stay current
- Identify community
- Provide value
                  ...
LinkedIn - Free




      Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Business benefits


      *Build communities around
       companies products and
       services
      *Utilise existing ...
Community Funnel
   Online Community


      Meet-ups


        F2F


                          Sales
      Pipeline
     ...
Increased Prosperity & Growth =
    Community + Participation




              Chris Sparshott
My Journey – I did…

•   Blogged on Blogger
•   Upload presentations to Slideshare
•   Started tweeting
•   Self host Blog...
My Journey – Benefits…

•   Increased reach and influence for IBM
•   Increased visibility of IBM to customers
•   Clients...
Chris Sparshott
       chris_sparshott@nz.ibm.com

      0064 (0)21 574 696


(Sparkbouy)
sparkbouy@gmail.com

Portfolio
h...
Flickr and Links
•   http://www.flickr.com/photos/tessawatson/308774675/
•   http://www.flickr.com/photos/erica_marshall/2...
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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?
How do you generate new opportunities for prosperity and growth?

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Transcript of "Social Software for Prosperity and Growth"

  1. 1. Social Software for prosperity and growth Chris Sparshott
  2. 2. Video: Time to Think Chris Sparshott
  3. 3. Agenda Part 1: Change Part 2: Growth Part 3: Research Part 4: Tools Chris Sparshott
  4. 4. Part 1: Change Chris Sparshott
  5. 5. The world has changed Chris Sparshott
  6. 6. Inter-connected Chris Sparshott
  7. 7. Chris Sparshott
  8. 8. http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/ Chris Sparshott
  9. 9. Inter-dependent Chris Sparshott
  10. 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. 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. 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. 13. The world has changed Every interaction has an effect The number of interactions is increasing Chris Sparshott
  14. 14. Part 2: Growth Chris Sparshott
  15. 15. Statement Business success is measured in sales Chris Sparshott
  16. 16. Statement Sales is the life blood of our business Chris Sparshott
  17. 17. Statement Sales is about relationships Chris Sparshott
  18. 18. Question How strong are those relationships ? Chris Sparshott
  19. 19. Question to a member of your organisation What do you want for your customers in three years time ? Chris Sparshott
  20. 20. Answer I won’t be doing this job in three years time. Chris Sparshott
  21. 21. So who cares? Chris Sparshott
  22. 22. Exercise 1 Chris Sparshott
  23. 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. 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. 25. Spot any problems? (Where is “4”?) Chris Sparshott
  26. 26. Question Ask yourself, where will future growth come from? Chris Sparshott
  27. 27. Answer *New customers *and existing customers Chris Sparshott
  28. 28. Exercise 2 Chris Sparshott
  29. 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. 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. 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. 32. It’s about the inter-dependent ecosystem Global customers Auckland Customers Christchurch Customers Wellington Customers Chris Sparshott
  33. 33. The ecosystem spawns growth Chris Sparshott
  34. 34. We influence the ecosystem by owning “mindshare Chris Sparshott
  35. 35. Traditional Media TV Radio Print Chris Sparshott
  36. 36. Spray and pray doesn’t work People are not listening Chris Sparshott
  37. 37. Connected Media Web Pages Comments Blogs Surveys Social networking Tweets Aggregation Chris Sparshott
  38. 38. How do we make mindshare work for us? Chris Sparshott
  39. 39. We need to marshal our most important assets for growth Our employee’s relationships Chris Sparshott
  40. 40. It means everyone *shares *knowledge, help, advice, friendship and goodwill with our customers Chris Sparshott
  41. 41. It means everyone *cares *interactions are real and mean something Chris Sparshott
  42. 42. It means everyone does *Social Networking *Social Networking = Sales + Marketing + PR + Knowledge Chris Sparshott
  43. 43. There is more than anecdotal evidence to support the value of Social Networking Chris Sparshott
  44. 44. Part 3: Research Chris Sparshott
  45. 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. 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. 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. 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. 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. 50. Conducted 15 intensive interviews Efficient access to information Timely access to valuable information results in higher quality decision making Chris Sparshott
  51. 51. Results The value of each person in your address book is $948 Chris Sparshott
  52. 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. 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. 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. 55. There is value to businesses in encouraging external collaboration & social networking Chris Sparshott
  56. 56. Part 4: Tools Enterprise Tools Free Tools Chris Sparshott
  57. 57. Video: How many friends do you have? Chris Sparshott
  58. 58. Chris Sparshott
  59. 59. Chris Sparshott
  60. 60. Chris Sparshott
  61. 61. Chris Sparshott
  62. 62. Chris Sparshott
  63. 63. Chris Sparshott
  64. 64. Chris Sparshott
  65. 65. Chris Sparshott
  66. 66. Chris Sparshott
  67. 67. Chris Sparshott
  68. 68. Chris Sparshott
  69. 69. Chris Sparshott
  70. 70. Chris Sparshott
  71. 71. Business benefits *Find hidden expertise *Reduce time to find and access knowledge sources *Reduce email and telephone usage *Personal mindshare Chris Sparshott
  72. 72. Chris Sparshott
  73. 73. http://www.ibm.com/developerworks/ Chris Sparshott
  74. 74. Chris Sparshott
  75. 75. Chris Sparshott
  76. 76. Chris Sparshott
  77. 77. Business benefits *Build communities *Manage interactions with customers and partners *Help each other *Deliver additional services *Gain mindshare Chris Sparshott
  78. 78. FREE Tools Chris Sparshott
  79. 79. Wordpress - Free * Hosting Costs * More hits than ibm.com/nz website Chris Sparshott
  80. 80. Slideshare - Free Chris Sparshott
  81. 81. Twitter - Free Twitter (Global Instant Messaging) Stay current - Identify community - Provide value Chris Sparshott
  82. 82. LinkedIn - Free Chris Sparshott
  83. 83. Chris Sparshott
  84. 84. Chris Sparshott
  85. 85. Chris Sparshott
  86. 86. Chris Sparshott
  87. 87. Chris Sparshott
  88. 88. Chris Sparshott
  89. 89. Chris Sparshott
  90. 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. 91. Community Funnel Online Community Meet-ups F2F Sales Pipeline Chris Sparshott
  92. 92. Increased Prosperity & Growth = Community + Participation Chris Sparshott
  93. 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. 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. 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. 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
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