Organizing Team for Social Co-creation

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Thoughts on how to organise the social participation of internal team members, and external experts/influencers/lead users.

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Organizing Team for Social Co-creation

  1. 1. Organizing Your Social MediaParticipationSankaranarayananJune 22-23, 2012, Chennai Consulting Services
  2. 2. What Powers Social Media? Values Religion Interests Community Beliefs Identities Location Profession Organisation Education
  3. 3. Facebook’s People You May Know
  4. 4. Twitter’s Who to Follow
  5. 5. What is Social Capital? Identity is a "sense of belonging to a community", and is a "resource, like capital," Pro Amartya Sen, Nobel Laureate
  6. 6. You, your friends, your friends of friends...
  7. 7. The Key ChallengeOrganizing Social Media Participation Consulting Services
  8. 8. Who cannot be organized? Web participants
  9. 9. Who to Organize? Internal Team External Team
  10. 10. Internal OrganizationSocial Co-creation Board Consulting Services
  11. 11. Organisational Designs • Unorganised • One-Sided Participation Participation Organic Centralised Honeycomb Coordinated • Holistic • Multi-sided Participation Participation
  12. 12. Why Holistic Participation is the best?• It let’s people to share all their dimensions• It enriches engagement with multiple stakeholders• It helps in forming unlikely partnerships• It adds meaning to social media participation of employees• It encourages employees to strengthen their professional identities
  13. 13. Quandrant of Identities
  14. 14. External OrganizationSocial Co-creation Board Consulting Services
  15. 15. Influencers
  16. 16. Influencers
  17. 17. Lead Users/LoyalCustomers
  18. 18. Lead Users/LoyalCustomers Company Champions Intel Intel Insiders IBM Jammers Starbucks Idea Partners Adobe Idea Mentors
  19. 19. Roles of Co-creation Board• Content Creation• Responding to Comments/Feedback• Contributing to third-party social media channels• Putting a governance structure in place
  20. 20. A Balanced Content Bucket Personal Interest • Health • Food Familial Interest • Childcare • Work Life Balance Professional Interest • Quality • Innovation Social Interest • Environment • Social Harmony
  21. 21. Case ExampleWalmart’s Facebook Page
  22. 22. Personal InterestsEncourage your internal team to sharecontent based on their personalidentities and interests that can gointo your corporate socialcommunication A status update picture at Walmart’s Facebook page on Valentine’s Day
  23. 23. Familial InterestsEncourage your internal team to sharecontent based on their familialidentities and interests that can gointo your corporate socialcommunication A status update video at Walmart’s Facebook page on how moms can freeze and save food
  24. 24. Professional/BusinessInterestsEncourage your business team toshare content on products andservices that can go into yourcorporate social communication A status update picture at Walmart’s Facebook page on one of its products
  25. 25. Social InterestsEncourage your internal team to sharecontent based on their social identitiesand interests that can go into yourcorporate social communication A status update picture at Walmart’s Facebook page on President’s Day
  26. 26. Publishing contentLink to the worksheet on preparing aneditorial calendar Consulting Services
  27. 27. Roles of Co-creation Board• Content Creation• Responding to Comments/Feedback• Contributing to third-party social media channels• Putting a governance structure in place
  28. 28. Responding tocomments/complaintsLink to the worksheet on the process ofresponding Consulting Services
  29. 29. Roles of Co-creation Board• Content Creation• Responding to Comments/Feedback• Contributing to third-party social media channels• Putting a governance structure in place
  30. 30. Contributing to third-partyinitiativesLink to the factsheet on theparticipation of your team in thecontests/projects run by others Consulting Services
  31. 31. Roles of Co-creation Board• Content Creation• Responding to Comments/Feedback• Contributing to third-party social media channels• Putting a governance structure in place
  32. 32. Governance structure in place
  33. 33. Putting Governance Structurein PlaceChecklist questionnaire on creatingguidelines of participationChecklist questionnaire on assessingsocial media readiness of your team Share your feedback with Sankar at sankar@younomy.com Consulting Services

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