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4 Cs of collaboration – Capturing the benefits of social technologies

Slides related to a presentation made at seminar on 23 May 2013.

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4 Cs of collaboration – Capturing the benefits of social technologies

  1. 1. 4Cs of CollaborationCapturing the benefits of social technologies23.5.2013 Richard von Kaufmann // Head of Social Media & Collaboration // co-founder
  2. 2. Helping businesses win through being social.Zipipop is the social mediacompany in Finlandmore loyal clientsbetter customer supportimproved business collaborationbetter employee motivation and recruitment
  3. 3. 4Cs of Collaboration•Community (must have a shared purpose)•Communication (cultivate an ethic of sharing)•Coordination (tool selection, training, and rollout)•Co-creation (efficiency savings, innovation, etc)
  4. 4. Title hereWhat’s changed?
  5. 5. many to manyopenefficientsearchableclosedinefficienthiddenone to one
  6. 6. No DoubtSocial media has change the way we do things.New encyclopediasNew photo albumsNew contact booksNew diaries
  7. 7. New intranetsNew communicationchannelsNew marketingNew workflowsNew PotentialNow it’s changing the way we do business.
  8. 8. What are social technologies?Online applications, platforms and media whichaim to facilitate interaction, collaboration andthe sharing of content.(Universal McCann’s Social Media Research Wave 3, 2008)
  9. 9. Hiding behind firewalls
  10. 10. Cloud Computing: public & privateCloud
  11. 11. New Collaboration Spacescollaborave  real-­‐me  transparent  flexiblelow  cost
  12. 12. OSKE (TEM) Collaboration EnvironmentConnecting 23 organizations in the OSKE Community
  13. 13. Title hereWhy’s it such a big deal?
  14. 14., 2011
  15. 15. McKinsey  Global  Ins0tute  July  2012
  16. 16. McKinsey  Global  Ins0tute  July  2012
  17. 17. McKinsey  Global  Ins0tute  July  2012
  18. 18. • Find out about each other.• Form teams, communities or informal groups.• Work together on the same work objects.• Discuss and comment on their work.• Discover other people with common interests.Benefits:Gartner, October 2009
  19. 19. • Learn from others expertise.• Facilitating social interaction by helping people to establish andstrengthen personal relationships, develop trust and, in the end,reduce friction and accelerate the business processes thatpeople are engaged in.• Accessing relevant knowledge and expertise that can be used toformulate a plan of action when decisions need to be made.Gartner, October 2009Benefits:
  20. 20. McKinsey  Global  Ins0tute  July  2012
  21. 21. Only 19% of organizations rate theiroverall satisfaction with their Intranet2.0 tools as good or very good.Prescient  Digital  Media  Report  2013But still…
  22. 22. Title hereSo what’s going wrong?
  23. 23. “Here is Edward Bear, coming downstairsnow, bump, bump, bump, on the back of hishead, behind Christopher Robin. It is, as faras he knows, the only way of comingdownstairs, but sometimes he feels thatthere really is another way, if only he couldstop bumping for a moment and think of it.”A.A. Milne – Winnie-the-Pooh (1926)“Winnie-the-Pooh” Original drawing by E H Shepard
  24. 24. Taking the leadManagement needs to dive in.
  25. 25. Daily WorkflowToolsSocial tools have to be truly integrated into the daily workflow.
  26. 26. Without an audience,we are not motivated…
  27. 27. Social softwaremakes giving feedback easy : )
  28. 28. Collaboration steering committeeEnthusiastic influencers need to be selected from different parts of the organizationMarketingHRCustomer serviceCommunicationsR&DManagementSalesconnectors — transformers
  29. 29. Usage rules• Setting the right usage rules forcollaboration tools is crucial• Collaborative spaces should be pre-populated before inviting people in• New users learn the rules throughobserving how the community is alreadyusing the space.People don’t read an instructionmanual on how to use Facebook —they copy existing behaviour
  30. 30. Empowering employeesEmployees need to feelcomfortable engaging
  31. 31. 6x User workshopsUser review workshopOSKE Collaboration Workshops*Client Q&A / OnlinesurveyYammer & GoogleSites Setup6 x CommunityManager / AdminWorkshopsPreparation 2nd Month 3rd Month 4th Month1st Month“The social media policies introduced by Zipipophave already improved our communication andcollaboration processes. Although many of theparticipants had no previous experience usingsocial media, Zipipop’s training has enabled themto fully engage with the new technologies.”Riikka Pellikka (OSKE, Head of Communications)* Workshop order and months grouped and adjusted to aid understanding
  32. 32. But47% [of companies] have spent less than US$10,000.Prescient  Digital  Media  Report  2013
  33. 33. What is a Community Manager?A Community Manager guidescommunities towards smoothand effective collaboration.
  34. 34. Community Manager rolesMotivatorTakes care of releaseschedulesEvangelistEncouragesparticipationKeeps discussionsgoing smoothlyChairJudgeSolves disputesContent ManagerOrganizes the content
  35. 35. Title hereOK. But which servicesshould I use
  36. 36. Social Media ToolboxCampfireBasecampIt is more about guidelinesand coaching thanimplementing technology.
  37. 37. Enterprise Micro-blogging(aka Enterprise social networks)social intranet / wikiscollaborative docs
  38. 38. Facebook pioneered the development of the live“News Feed” stream.This interaction format isnow widespread in many services and it is fastbecoming a standard part of business software.
  39. 39. News Feedcomponents:• Real-time• Status Messages• Links• Likes• Comments
  40. 40. Micro-bloggingBenefits:• Improving awareness• Requesting help• Finding people• Sharing tips and links• Coordinating• Reduces overall emailtraffic• Makes important emailstandoutBusiness software hasnow adapted the NewsFeed and micro-bloggingpractices to improvecollaboration within andbetween organizations.
  41. 41. Yammer Usage:Large CommunitiesTHINK: “community news stream”
  42. 42. Yammer Usage:Small GroupsTHINK: “micro-forum”
  43. 43. What really motivates workers?Harvard Business Review asked 600 managersto rank what motivates employees:• recognition• incentives• interpersonal support• support for making progress• clear goals
  44. 44. Which one did the managersvote least important?support for making progress
  45. 45. Which one did 12,000 employee diaryentries highlight as the most important?support for making progress
  46. 46. 4Cs of Collaboration•Community (must have a shared purpose)•Communication (cultivate an ethic of sharing)•Coordination (tool selection, training, and rollout)•Co-creation (efficiency savings, innovation, etc)
  47. 47. Title hereHow can Zipipop help you?
  48. 48. Zipipop’s client process overviewEmployee “empowerment” trainingSocial technology rolloutManagement interviews &employee online surveyRollout planCollaboration strategyworkshop + documentChange managementworkshop + documentTool selectionEstablishing collaborationsteering committee +influencer & resourcemappingCollaboration Benefits IntroWorkshopInternal bloggingBest practicesSocial networksCollaborativecultureCollaborative docsIntra/extranetsetcKnowledgesharingRecommend rollout order (depending on organizational level of social collaboration maturity)Selected hands-on tool training
  49. 49. Kiitos!Richard von KaufmannHead of Social Media & Collaboration // co-founder045 11 222