What, exactly, is social business?

5,812 views

Published on

A presentation to kick off #SCRM13, London, 9th July 2013. Explores the potential for social business – more than simply using social media to do what the organization has always done.

Published in: Business, Technology
2 Comments
11 Likes
Statistics
Notes
No Downloads
Views
Total views
5,812
On SlideShare
0
From Embeds
0
Number of Embeds
1,855
Actions
Shares
0
Downloads
32
Comments
2
Likes
11
Embeds 0
No embeds

No notes for slide

What, exactly, is social business?

  1. WHAT,EXACTLY, ISSOCIALBUSINESS? Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License Social CRM 2013 conference, London, 9th July 2013 (tweaked a little 19th September 2013)
  2. http://christmasstockimages.com/free/ideas_concepts/slides/ post_marked_airmail_envelope.htm http://www.flickr.com/photos/me_vs_gutenberg/46793224
  3. http://www.flickr.com/photos/jessicamullen/3678259367 http://www.flickr.com/photos/zharth/2499298442
  4. October2013update Pleaseclickheretoviewa morerecentversionofthis stack,accompaniedbya videoofitbeingpresented atthe3MThinkTANK conference. Ourapologiesthatwecouldn’tputthisslideearlier. Slidesharedisableshyperlinksforthefirstthreeslides.
  5. http://www.flickr.com/photos/wirelizard/850106106
  6. http://www.flickr.com/photos/philip_sheldrake/6619270741
  7. WHAT,EXACTLY,ISSOCIALBUSINESS? Inouropinion ASOCIALBUSINESSISNOTA BUSINESSTHATUSESSOCIAL MEDIATOHELPITDOWHATIT HASALWAYSDONE
  8. SOCIALMEDIAARETHEEGGSIN THESOCIALBUSINESSCAKE
  9. WHAT,EXACTLY,ISSOCIALBUSINESS? BACKTOBASICS Organizationsareformedtocreatemutualvalue theconsequenceofwhichissustainedprofitin businesstermsandsustainablevalueotherwise
  10. WHAT,EXACTLY,ISSOCIALBUSINESS? ORGANIZATIONSAREDYNAMIC,NOTSTATIC. THEYINVOLVEFLOWS... OFMONEY OFMATERIALS OFTIME OFINFLUENCE the objects of serious investment in information technologies, skills and related organizational capabilities over the years ?
  11. YOUHAVEBEENINFLUENCED WHENYOUTHINKSOMETHING YOUWOULDN’TOTHERWISE HAVETHOUGHTORDO SOMETHINGYOUWOULDN’T OTHERWISEHAVEDONE http://www.flickr.com/photos/philip_sheldrake/87055500
  12. WHAT,EXACTLY,ISSOCIALBUSINESS? Wedon’thave(social)mediaformedia’s sake,buttocommunicate Andwedon’tcommunicatefor communication’ssake,buttoinfluence
  13. WHAT,EXACTLY,ISSOCIALBUSINESS? Reputationmanagementdoesnotactuallymeanmanagingreputation Brandmanagementdoesnotactuallymeanmanagingabrand Theymeanactivelyattendingtothebusinessof influencingandbeinginfluencedsuchthattheresultant beliefsoropinionsheldaboutusandourproductsare conducivetoourachievingorganizationalobjectives e Business of Influence, Sheldrake, Wiley 2011
  14. WHAT,EXACTLY,ISSOCIALBUSINESS? Whatistheintendedoutcomeofyour marketing/PR/socialefforts,andthedesign ofyourorganizationoverall,ifit’snottoget stakeholderstothinkandbehaveasyou’dlike, andtobesensitivetohowthey’dlikeyouto thinkandbehave? customers, employees, shareholders, suppliers, partners, local community, society, etc.
  15. WHAT,EXACTLY,ISSOCIALBUSINESS? There’sinfluencein everythingan organizationdoes. Andsometimesin whatitdoesnotdo.
  16. WHAT,EXACTLY,ISSOCIALBUSINESS? MUTUALVALUE MUTUALINFLUENCE MUTUALUNDERSTANDING public relations excellence model
  17. http://iscass.org/about/department-of-complexity-and-network-dynamics/
  18. WHAT,EXACTLY,ISSOCIALBUSINESS? Complexity,noun •asysteminwhichthereare multipleinteractionsbetween manydifferentcomponents •bridgesthegapbetweenthe individualandthecollective Professor Henrik Jeldto Jensen, Department of Mathematics, Imperial College. https://www2.imperial.ac.uk/~hjjens/
  19. WHAT,EXACTLY,ISSOCIALBUSINESS? ‘Social’,noun •asysteminwhichthereare multipleinteractionsbetween manydifferentcomponents •bridgesthegapbetweenthe individualandthecollective see what I did there? :-)
  20. WHAT,EXACTLY,ISSOCIALBUSINESS? SixInfluenceFlows Theflowofinfluenceiscomplex.Increasingly,wehavethe capabilitiestoresearchandanalysethesesixtypes... e Business of Influence, Sheldrake, Wiley 2011
  21. WHAT,EXACTLY,ISSOCIALBUSINESS? The20thCenturyorganization failstorecognisecomplexityortries (andincreasinglyfails)todealwithit with‘if-this-then-that’simplicity 21stCenturysocialbusiness recognisesthatcomplexitycan’tbe madesimple,onlysimplertonavigate
  22. WHAT,EXACTLY,ISSOCIALBUSINESS? Webelievesocialbusinessentailsdesigningtheorganization aroundinfluenceflows,connecting: itspeople,partners,customersandotherstakeholders; data,informationandknowledgeinandallaroundit; moreopenly,productivelyandprofitablywiththeapplicationof socialweb,bigdataandrelatedinformationtechnologies recognising complexity navigating complexity
  23. WHAT,EXACTLY,ISSOCIALBUSINESS? Andbecausethoseinfluenceflowsare inconstantflux,thedesignofthe organisationistoo Critically,theorganisationisnolonger definedasthesumofitspayrolleither
  24. WHAT,EXACTLY,ISSOCIALBUSINESS? BACKTOBASICS Marketing: Theprocessbywhichcompaniescreatevaluefor customersandbuildstrongrelationshipsinorder tocapturevaluefromcustomersinreturn Principles of Marketing, Kotler
  25. WHAT,EXACTLY,ISSOCIALBUSINESS? HOWABOUT? Theprocessbywhichthingummiescreatevaluefor wotsitsandbuildstrongrelationshipsinorderto capturevaluefromwotsitsinreturn
  26. WHAT,EXACTLY,ISSOCIALBUSINESS? FOREXAMPLE Theprocessbywhichemployeescreatevaluefor companiesandbuildstrongrelationshipsin ordertocapturevaluefromcompaniesinreturn
  27. WHAT,EXACTLY,ISSOCIALBUSINESS? FOREXAMPLE Theprocessbywhichcompaniescreatevaluefor investorsandbuildstrongrelationshipsinorder tocapturevaluefrominvestorsinreturn
  28. WHAT,EXACTLY,ISSOCIALBUSINESS? Inotherwords EVERYSINGLEINDIVIDUAL,FOREACH OFHERMANYROLESINLIFE,SEEKSTO ESTABLISHRELATIONSHIPSTOCREATE VALUEOFONESORTORANOTHER
  29. WHAT,EXACTLY,ISSOCIALBUSINESS? Andperhaps THEVERYDEFINITIONOFA SUSTAINABLERELATIONSHIP,AND PERHAPSOFSOCIETYITSELF,ISWHEN SUCHVALUECREATIONISMUTUAL
  30. WHAT,EXACTLY,ISSOCIALBUSINESS? AREYOUASOCIAL BUSINESS? ASKYOURSELF...
  31. WHAT,EXACTLY,ISSOCIALBUSINESS? Doyouhelpalltheindividuals associatedwithyourorganizationbuild worthwhilerelationshipswitheach otherandothers,coalescingbyneedand desire,knowledgeandcapabilityand sharedvalues,tocreatesharedvalue? at the heart of the very definition of brand this century demands self-organization, more like a city than a traditional business
  32. WHAT,EXACTLY,ISSOCIALBUSINESS? AndasthisisasCRMconference, doaskyourselfthatquestion whendefiningyoursCRMgoals. Else...
  33. Ifyoulikedthisstack,checkout: Attenzi–asocialbusinessstory afreeebook,withforewordsby AdamPisoni,co-founderandCTO,MicrosoftYammer,and RobinCarey,founderandCEO,SocialMediaToday www.attenzi.com inassociationwith

×