SOCIAL
BUSINESS
Philip Sheldrake (@sheldrake)
3M ThinkTANK Conference, Minneapolis, 26 September 2013
Creative Commons Att...
http://christmasstockimages.com/free/ideas_concepts/slides/
post_marked_airmail_envelope.htm
http://www.flickr.com/photos/m...
Now,newerdigital
communicationsand
collaborationformats
areascendant
http://www.flickr.com/photos/jessicamullen/3678259367
http://www.flickr.com/photos/zharth/2499298442
Now,we’readoptinga
searchparadigm
http://www.flickr.com/photos/wirelizard/850106106
Now,thehomescreen
+widgets+voice+
gesturearetakingover
http://www.flickr.com/photos/philip_sheldrake/6619270741
Now,wecancontinue
toboltonsocial
Orproceeddirectly
tobuilditin
SOCIALMEDIAARETHEEGGSIN
THESOCIALBUSINESSCAKE
Inouropinion
ASOCIALBUSINESSISNOTA
BUSINESSTHATUSESSOCIAL
MEDIATOHELPITDOWHATIT
HASALWAYSDONE
MARKETING
Theprocessbywhichcompanies
createvalueforcustomersandbuild
strongrelationshipsinordertocapture
valuefromcustomer...
HOWABOUT?
Theprocessbywhichthingummies
createvalueforwotsitsandbuild
strongrelationshipsinordertocapture
valuefromwotsitsi...
FOREXAMPLE
Theprocessbywhichemployees
createvalueforcompaniesandbuild
strongrelationshipsinordertocapture
valuefromcompani...
FOREXAMPLE
Theprocessbywhichcompanies
createvalueforinvestorsandbuild
strongrelationshipsinordertocapture
valuefrominvesto...
INOTHERWORDS
Everysingleindividual,foreach
ofhermanyrolesinlife,seeksto
establishrelationshipstocreate
valueofonesortorano...
Andperhapsthevery
definitionofasustainable
relationship,andperhapsof
societyitself,iswhensuch
valuecreationismutual
Attenz...
ORGANIZATIONSAREDYNAMIC.
THEYINVOLVEFLOWS...
OFMONEY
OFMATERIALS
OFTIME
OFINFLUENCE
the objects of serious investment
in i...
YOUHAVEBEENINFLUENCED
WHENYOUTHINKSOMETHING
YOUWOULDN’TOTHERWISE
HAVETHOUGHTORDO
SOMETHINGYOUWOULDN’T
OTHERWISEHAVEDONE ht...
WEDON’THAVEMEDIAFORMEDIA’SSAKE,
BUTTOCOMMUNICATE
WEDON’TCOMMUNICATEFOR
COMMUNICATION’SSAKE,BUTTOINFLUENCE
Reputationmanagement
Brandmanagement
Activelyattendingtothebusinessof
influencingandbeinginfluencedsuch
thattheresultantbe...
Whatistheintendedoutcomeof
yourmarketing/PR/socialefforts,
andthedesignofyourorganization
overall,ifit’snottogetstakeholde...
There’sinfluencein
everythingan
organizationdoes.
Andsometimesin
whatitdoesnotdo.
MUTUALVALUE
MUTUALINFLUENCE
MUTUALUNDERSTANDING
public relations excellence model – all stakeholders
‘social media as a
ch...
Professor Henrik Jeldtoft Jensen, Department of Mathematics, Imperial College.
https://www2.imperial.ac.uk/~hjjens/
http:/...
http://iscass.org/about/department-of-complexity-and-network-dynamics/
see what I did there? :-)
‘Social’,noun
• asystemin...
SixInfluenceFlows
Theflowofinfluenceiscomplex.Increasingly,wehavethe
capabilitiestoresearchandanalysethesesixtypes...
The ...
The20thCenturyorganization
failstorecognisecomplexityortries
–andincreasinglyfails–todealwith
itwith‘if-this-then-that’sim...
DEFININGSOCIAL
BUSINESS
Socialbusinessentailsdesigningtheorganizationaround
influenceflows,connecting:
itspeople,partners,customersandotherstakeho...
So‘theorganization’ismore
thanjustitspayroll
Andbecausethoseinfluenceflows
areinconstantflux,thedesignof
theorganizationis...
AREYOUASOCIAL
BUSINESS?
ASKYOURSELF...
Doyouhelpalltheindividuals
associatedwithyourorganizationbuild
worthwhilerelationshipswitheach
otherandothers,coalescingby...
THANKYOU.
Ifyoulikedthisstack,youmightlike:
Attenzi–asocialbusinessstory
afreeebook,withforewordsby
AdamPisoni,co-foundera...
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Social Business – a presentation to 3M ThinkTANK

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Social business is so much more than bolting on social media. History has shown that it can take many years for organizational structure, culture, people, policies and process to catch up with and take full advantage of new information technologies. Do we really have to wait that long this time when the possibilities of social business are so exciting?

Published in: Technology, Business

Social Business – a presentation to 3M ThinkTANK

  1. 1. SOCIAL BUSINESS Philip Sheldrake (@sheldrake) 3M ThinkTANK Conference, Minneapolis, 26 September 2013 Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License
  2. 2. http://christmasstockimages.com/free/ideas_concepts/slides/ post_marked_airmail_envelope.htm http://www.flickr.com/photos/me_vs_gutenberg/46793224
  3. 3. Now,newerdigital communicationsand collaborationformats areascendant
  4. 4. http://www.flickr.com/photos/jessicamullen/3678259367 http://www.flickr.com/photos/zharth/2499298442
  5. 5. Now,we’readoptinga searchparadigm
  6. 6. http://www.flickr.com/photos/wirelizard/850106106
  7. 7. Now,thehomescreen +widgets+voice+ gesturearetakingover
  8. 8. http://www.flickr.com/photos/philip_sheldrake/6619270741
  9. 9. Now,wecancontinue toboltonsocial Orproceeddirectly tobuilditin
  10. 10. SOCIALMEDIAARETHEEGGSIN THESOCIALBUSINESSCAKE
  11. 11. Inouropinion ASOCIALBUSINESSISNOTA BUSINESSTHATUSESSOCIAL MEDIATOHELPITDOWHATIT HASALWAYSDONE
  12. 12. MARKETING Theprocessbywhichcompanies createvalueforcustomersandbuild strongrelationshipsinordertocapture valuefromcustomersinreturn Principles of Marketing, Kotler
  13. 13. HOWABOUT? Theprocessbywhichthingummies createvalueforwotsitsandbuild strongrelationshipsinordertocapture valuefromwotsitsinreturn
  14. 14. FOREXAMPLE Theprocessbywhichemployees createvalueforcompaniesandbuild strongrelationshipsinordertocapture valuefromcompaniesinreturn
  15. 15. FOREXAMPLE Theprocessbywhichcompanies createvalueforinvestorsandbuild strongrelationshipsinordertocapture valuefrominvestorsinreturn
  16. 16. INOTHERWORDS Everysingleindividual,foreach ofhermanyrolesinlife,seeksto establishrelationshipstocreate valueofonesortoranother
  17. 17. Andperhapsthevery definitionofasustainable relationship,andperhapsof societyitself,iswhensuch valuecreationismutual Attenzi – a social business story, Sheldrake, 2013 http://www.attenzi.com/sixty-iii
  18. 18. ORGANIZATIONSAREDYNAMIC. THEYINVOLVEFLOWS... OFMONEY OFMATERIALS OFTIME OFINFLUENCE the objects of serious investment in information technologies, skills and related organizational capabilities over the years ?
  19. 19. YOUHAVEBEENINFLUENCED WHENYOUTHINKSOMETHING YOUWOULDN’TOTHERWISE HAVETHOUGHTORDO SOMETHINGYOUWOULDN’T OTHERWISEHAVEDONE http://www.flickr.com/photos/philip_sheldrake/87055500
  20. 20. WEDON’THAVEMEDIAFORMEDIA’SSAKE, BUTTOCOMMUNICATE WEDON’TCOMMUNICATEFOR COMMUNICATION’SSAKE,BUTTOINFLUENCE
  21. 21. Reputationmanagement Brandmanagement Activelyattendingtothebusinessof influencingandbeinginfluencedsuch thattheresultantbeliefsoropinionsheld aboutusandourproductsareconducive toourachievingorganizationalobjectives The Business of Influence, Sheldrake, Wiley 2011
  22. 22. Whatistheintendedoutcomeof yourmarketing/PR/socialefforts, andthedesignofyourorganization overall,ifit’snottogetstakeholders tothinkandbehaveasyou’dlike, andtobesensitivetohowthey’d likeyoutothinkandbehave? customers, employees, shareholders, suppliers, partners, local community, society, etc.
  23. 23. There’sinfluencein everythingan organizationdoes. Andsometimesin whatitdoesnotdo.
  24. 24. MUTUALVALUE MUTUALINFLUENCE MUTUALUNDERSTANDING public relations excellence model – all stakeholders ‘social media as a channel’ focuses on getting consumers to buy social business focuses on this whole stack to drive greater value for all stakeholders
  25. 25. Professor Henrik Jeldtoft Jensen, Department of Mathematics, Imperial College. https://www2.imperial.ac.uk/~hjjens/ http://iscass.org/about/department-of-complexity-and-network-dynamics/ Complexity,noun • asysteminwhichthereare multipleinteractionsbetween manydifferentcomponents • bridgesthegapbetweenthe individualandthecollective
  26. 26. http://iscass.org/about/department-of-complexity-and-network-dynamics/ see what I did there? :-) ‘Social’,noun • asysteminwhichthereare multipleinteractionsbetween manydifferentcomponents • bridgesthegapbetweenthe individualandthecollective
  27. 27. SixInfluenceFlows Theflowofinfluenceiscomplex.Increasingly,wehavethe capabilitiestoresearchandanalysethesesixtypes... The Business of Influence, Sheldrake, Wiley 2011
  28. 28. The20thCenturyorganization failstorecognisecomplexityortries –andincreasinglyfails–todealwith itwith‘if-this-then-that’simplicity 21stCenturysocialbusiness recognisesthatcomplexitycan’tbe madesimple,onlysimplertonavigate
  29. 29. DEFININGSOCIAL BUSINESS
  30. 30. Socialbusinessentailsdesigningtheorganizationaround influenceflows,connecting: itspeople,partners,customersandotherstakeholders; data,informationandknowledgeinandallaroundit; moreopenly,productivelyandprofitablywiththe applicationofsocialweb,bigdataandrelatedtechnologies recognising complexity navigating complexity Attenzi – a social business story, Sheldrake, 2013 http://www.attenzi.com/forty-four
  31. 31. So‘theorganization’ismore thanjustitspayroll Andbecausethoseinfluenceflows areinconstantflux,thedesignof theorganizationistoo
  32. 32. AREYOUASOCIAL BUSINESS? ASKYOURSELF...
  33. 33. Doyouhelpalltheindividuals associatedwithyourorganizationbuild worthwhilerelationshipswitheach otherandothers,coalescingbyneedand desire,knowledgeandcapabilityand sharedvalues,tocreatesharedvalue? at the heart of the very definition of brand this century demands self-organization, a network more like a city than a traditional business Attenzi – a social business story, 2nd Edition, Sheldrake, 2013 www.attenzi.com/seventy-two
  34. 34. THANKYOU. Ifyoulikedthisstack,youmightlike: Attenzi–asocialbusinessstory afreeebook,withforewordsby AdamPisoni,co-founderandCTO,MicrosoftYammer,and RobinCarey,founderandCEO,SocialMediaToday www.attenzi.com inassociationwith

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