Building a social business – combining external and internal social media

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Presentation given at http://alpha-centauris.com/thought-leader-conference-2014/

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Building a social business – combining external and internal social media

  1. 1. BUILDING A SOCIAL BUSINESS Combining customer-facing and internal social media Vaikutustoimisto Zipipop Freud Ltd 28 March 2014 richievk
  2. 2. Who’s talking? 2013 richievk
  3. 3. Zipipop Freud — The Influence Agency Zipipop Freud combines social media & communications to create influence and solve business challenges in today’s world.
  4. 4. ~1913 Newspapers Newsletters ~1995 WWW Intranets ~2013 Social media Social collaboration REPEATING TREND
  5. 5. WHAT IS SOCIAL MEDIA? Sharing, discussing, and interacting around content in social networks. Richard von Kaufmann 2013
  6. 6. WHAT IS SOCIAL COLLABORATION? Sharing, discussing, and interacting around content in “closed” social networks. Richard von Kaufmann 2013 Campfire Basecamp
  7. 7. salesforce.com, 2011
  8. 8. Let’s step back a bit
  9. 9. ONE TO MANY – BROADCASTING CC: http://mertzformadison.com/wp-content/uploads/2013/02/rko.jpg
  10. 10. MANY TO MANY – SOCIAL
  11. 11. DON’T SHOUT AT ME CC: http://www.flickr.com/photos/spereira/3567328982 CC License: http://www.flickr.com/photos/mindaugasdanys/3766009204
  12. 12. TALK TO ME CC License: http://www.flickr.com/photos/gudmunda
  13. 13. Zipipop Freud Time-based Marketing Model
  14. 14. Latent (people search internet for needs/desires; asking questions in social media) Reactive (reacting – particularly in social media) Proactive (campaigns, press releases, etc.)
  15. 15. Proactive Scheduled campaigns
  16. 16. Latent Engagement time unknown
  17. 17. “SEARCH ENGINE COMMUNICATION” Timo Nurmi 2013 Latent
  18. 18. Reactive Responding in the moment
  19. 19. A new approach is needed
  20. 20. TRADITIONAL MEDIA MIX Advertising Marketing PR
  21. 21. THE NEW MEDIA MIX Proactive Latent Reactive
  22. 22. REACTIVE PART WILL GROW Proactive Latent Reactive
  23. 23. Title hereHow do we build the internal reactive capacity?
  24. 24. EMAIL CHALLENGES
  25. 25. Re:Re:Fw:Re:Fw... is not a process! Ralph Siepmann 
  26. 26. “Here is Edward Bear, coming downstairs now, bump, bump, bump, on the back of his head, behind Christopher Robin. It is, as far as he knows, the only way of coming downstairs, but sometimes he feels that there really is another way, if only he could stop bumping for a moment and think of it.” A.A. Milne – Winnie-the-Pooh (1926) “Winnie-the-Pooh” Original drawing by E H Shepard
  27. 27. FALLING OUT OF TOUCH "When a 12-year-old can gather information faster, process it more efficiently, reference more diverse professionals, and get volunteer guidance from better sources than you can at work, how can you pretend to be competitive?" Thomas Friedman, The DIY Economy, New York Times, December 2009 http://www.flickr.com/photos/sachac/222673565/sizes/m/in/photostream/
  28. 28. salesforce.com, 2011
  29. 29. STUCK BEHIND FIREWALLS
  30. 30. CLOUD COMPUTING: PUBLIC & PRIVATE Cloud
  31. 31. many to many one to one ----------- few to few TIME TO TRY SOCIAL OPTIONS open & searchable
  32. 32. NEW COLLABORATION SPACES collabora've   real-­‐'me   transparent   flexible cloud
  33. 33. What really motivates workers? • recognition • incentives • interpersonal support • support for making progress • clear goals Harvard Business Review asked 600 managers to rank these factors:
  34. 34. Which one did the managers vote least important? support for making progress
  35. 35. Which one did 12,000 employee diary entries highlight as the most important? support for making progress
  36. 36. Why is it better?
  37. 37. ON THE SAME PAGE Duplication Multiple versions Centralized location One version Email collaboration Online collaboration
  38. 38. CREATE: Content collaboratively DISCOVER: See activity, get notifications ACT: Comment, do task COLLABORATIVE CYCLE News Stream (aka virtual water-cooler): What’s happening Requesting help
  39. 39. Crucial rollout factors
  40. 40. FOCUS MORE ON THE SOCIAL With social technology the social side comes first. Turning on the tools and hoping for the best is not a good strategy.
  41. 41. LESS ABOUT TOOLS Campfire Basecamp
  42. 42. More about use cases and co-created usage guidelines Processes People (culture)
  43. 43. DAILY WORKFLOW Tools Social tools have to be truly integrated into the daily workflow.
  44. 44. Without an audience, we are not motivated… http://www.besser20.de/english
  45. 45. Social software makes giving feedback easy : )
  46. 46. TAKING THE LEAD Management needs to dive in. Management needs to be active in the discussions (with clunky text) Management needs to identify the business cases and make sure the tools are totally integrated into the daily workflow. (includes middle managers) http://www.sxc.hu/photo/624694
  47. 47. 4Cs OF COLLABORATION •Community (must have a shared purpose/goal) •Communication (ethic of sharing & understanding) •Coordination (empowering users & scaling processes) •Co-creation (shared processes & reward collaboration)
  48. 48. SOLVING THE BUSINESS CHALLENGE ?
  49. 49. SKANSKA INTOUCH NORDIC • Improve internal communication in general • All the employees should have a better awareness of what is happening within the organization • A channel for management to link the strategic direction to the everyday activities of the IT organization • Cross-team knowledge sharing, understanding and interaction • Motivating employees by highlighting good work and sharing best practices Skanka InTouchNordic internal blog Strategic aims for the blog:
  50. 50. OSKE COLLABORATION ENVIRONMENT The OSKE Secretariat wanted to improve how they communicate with the 23 organizations in the OSKE Community. They also wanted a solution to help the 13 related clusters collaborate more. OSKE is an industry support network supported by the Finnish Ministry of Employment & the Economy. OSKE has over 200 associated members. Zipipop designed and implemented a social media-based collaboration environment using low cost existing cloud services. Zipipop trained Community Managers and users in a series of workshops.
  51. 51. SOCIAL MEDIA SKILLS • 75% have commented online • 60% have downloaded a file • 58% have used Skype • 55% initiated a discussion • 26% have embedded a file • 17% have not participated in social media Results from the OSKE collaboration survey show that many members (back in 2010) were already familiar with some key social media activities.
  52. 52. 6x User workshops User review workshop OSKE Collaboration Workshops* Client Q&A / Online survey Yammer & Google Sites Setup 6 x Community Manager / Admin Workshops Preparation 2nd Month 3rd Month 4th Month1st Month “The social media policies introduced by Zipipop have already improved our communication and collaboration processes. Although many of the participants had no previous experience using social media, Zipipop’s training has enabled them to fully engage with the new technologies.” Riikka Pellikka (OSKE, Head of Communications) * Workshop order and months grouped and adjusted to aid understanding
  53. 53. CLIENT BENEFITS: • Greater information sharing and awareness building. • Cluster board meetings are far more productive and innovative as they can be prepared with online communicating and document production. • Face-to-face meetings among community members have been reduced significantly; this means savings in time, money and natural resources. • The governance of the community is much more easier than before; OSKE Secretariat can contact over 200 people without any heavy email sending, etc. • Clusters and project participants have been able to easily adapt the platform for their individual projects.
  54. 54. Are your tools really collaborative?
  55. 55. Facebook pioneered the development of the live “News Feed” with inline commenting.
  56. 56. News Feed components: • Real-time • Status Messages • Links • Likes • Comments
  57. 57. Knowledge sharing networks: • Improving awareness • Requesting help • Finding people • Sharing tips and links • Coordinating • Reduces overall email traffic • Makes important email standout Top Tip: Pre-populate social spaces with relevant content in the style would wish adopted before inviting users
  58. 58. AVOID THE SPAMMY FEELING Don’t have private conversations inside large communities!
  59. 59. LARGE COMMUNITIES THINK: “community awareness”
  60. 60. SMALL GROUPS THINK: “micro-forum”
  61. 61. Building a connected social business
  62. 62. customer support marketing R&Dsales
  63. 63. customer support marketing R&Dsales
  64. 64. communications customer support marketing R&Dsales
  65. 65. communications customer support marketing R&Dsales
  66. 66. TV Radio Newspapers communications customer support marketing R&Dsales traditional media
  67. 67. social media channels communications customer support marketing R&Dsales traditional media social conversations
  68. 68. social media channels listen, engage, support communications customer support marketing R&Dsales traditional media social interaction
  69. 69. social media channels listen, engage, support communications customer support marketing R&Dsales internal sharing traditional media internal collaboration social interaction
  70. 70. social media channels listen, engage, support communications customer support marketing R&Dsales partners internal sharing traditional media internal collaboration social interaction social media channels
  71. 71. social media channels listen, engage, support communications customer support marketing R&Dsales partners internal sharing traditional media inter-organizational collaboration social interaction social media channels
  72. 72. facebook.com/zipipop linkedin.com/company/zipipop slideshare.net/zipipop sosiaalinenmedia.com Richard von Kaufmann Co-founder & Partner Head of Social Media & Collaboration Tel. +358 45 11 222 73 Email: richard@zipipop.com www.zipipopfreud.fi richievk

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