In these slides social business and social ways of working are presented; and the emerging trends of social enterprises and the mediated practices out of which they have grown.

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Socially Mediated Practices
Being Social By Design
1.2 Social Business Design

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Activity
The Meaning of Social

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“Social business activity is dwarfed by
consumer social media activity, which is driving
change in how we work.” "
"
--- @drkellypage

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Social
Business "
rests upon
four truths
that shape
today’s
business
environment
TRUTH #1 Communication continues to
reach further faster
TRUTH #2 Everyone has a voice and is
influential online
TRUTH #3 The increasingly connected
world generates an overflow of
information
TRUTH #4 Core business objectives will
always remain constant

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Social expectations have changed …
1. We are more informed, connected, capable and
empowered than ever before.
2. Rising emphasis on relations and systems of collaboration,
participation, dispersion and distributed expertise
3. We are seeking more value, that is value for time, value for
attention and value for access to their personal information
4. Rise of the creative audiences and communities = desire to
not only control interaction with providers/firms; but also to
engage in production through co-creation
5. A new generation of worker is building momentum for new
modes of collaboration and communication enabled by
social business

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“A social business embraces the culture
and technology of the social revolution
for strategic business outcomes. "
"
It understands that employees across
the organization should contribute to
brand excellence through internal and
external engagement.”

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“The past few years there has been an
awakening: people have moved on from asking
‘what is social business’ to"
‘how do I integrate it [social] into my business.’ "
"
The line between real business and social
business is diminishing.”"
"
"
--- Charline Li, Founder of Alitmeter Group and "
Author of New York Best Seller, Open Leadership

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Functions driving business use ..
Deloitte (2012) Social Business:
What are companies really
doing? 2012 Social Business
Global Executive Survey, MIT
Sloan Management Review
Social business is viewed
most often as a tool for
external-facing activities

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Industries driving business use …
Deloitte (2012) Social Business:
What are companies really
doing? 2012 Social Business
Global Executive Survey, MIT
Sloan Management Review

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Factors Leading to Adoption
Deloitte (2012) Social Business:
What are companies really
doing? 2012 Social Business
Global Executive Survey, MIT
Sloan Management Review

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Obstacles Impeding Adoption
Deloitte (2012) Social Business:
What are companies really
doing? 2012 Social Business
Global Executive Survey, MIT
Sloan Management Review

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Adoption is not enough. "
Leaders must actually drive "
its use.
“[For] Social collaboration to be successful in business, leaders
have to explain why. Leaders need to really collaborate and
make sure people understand the importance of transparency,
shared accountability and --- sharing in general.”
“Connecting social with core business objectives is the
key of ‘explaining why.”

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Characteristics of a social business
C-Suite gets it
Marketing is not a department
Employee branding is embraced
Investment in Social Technology
Data Driven Analytical Mindset
Social is a way of being

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Why transition "
to a social business?

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Social Business Value

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SUPERVALU has been on the cutting edge in their adoption of
enterprise social technologies such as Yamma to drive a
massive turnaround of the company.
Supervalu uses the social media platform Yammer to share ideas and
connect store directors, corporate executives and others. Store directors, for
example, use this tool to share best practices in real time.
Internal communications: 80% UGC / 20% CC

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Deloitte (2012) Social Business:
What are companies really
doing? 2012 Social Business
Global Executive Survey, MIT
Sloan Management Review

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LEGO® CUUSOO and LEGO® Ideas

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Add value not
complexity
Provide
essential
organizational
support
Experiment
and learn
Track impact
& evolve
metrics
MITRE used open-
source social-
networking software
to build and
customize its own
social platform,
called Handshake.
TD Bank Group
launched an internal
social-media
network, using IBM’s
Connections
platform – Selected
“Connections
Geniuses”
TD Bank Group
A small pilot program
launched in 2011
allowed the
company to manage
technology risks and
thoughtfully identify
communities for the
platform
Global shipping
company Maersk Line,
discovered some
14,000 images in its
photographic archive;
opportunity to share
the company’s rich
history. No metrics till
after low-cost visual
campaign launch.
Michael Chui, Martin Dewhurst, and Lindsay Pollak (2013) Building the social enterprise,
McKinsey Quarterly, November
Social as Transformative

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Social business is a journey, "
an experience.

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Social Business Path to Maturity
• Listening
&
Learning
• Prioritize
strategic
goals
where
social can
have
impact
Planning
• Amplify
existing
efforts
• Encourage
sharing
Stake our
claim
• Dialogue
deepens
relations
• Provide
direct
support
• Internal
employee
engagem
ent
Engagement
• Organize
for scale
• Set
governan
ce for
social
• Create
focus
Formalized • Become
a social
business
• Scale
across
business
units
Strategic
• Business is
social
• Integrate
d social
philosoph
y across
all
aspect
Converged
Altimeter Group (2013) The Evolution of Social
Business: Six stages of social business transformation

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Dell’s Path to Maturity
• At Dell social business began as --- a corporate blog
• Seven years later, social is ingrained in its operations, and Dell
now produces social business services to other companies
• Unique aspect of Dell’s social business program:
–
Across functions: Dell’s social activity extends beyond the marketing
function. E.g., IdeaStorm program (started in 2007) It has led to
implementation of more than 500 new product ideas
– Analytical lifecycle: Dell leverages the entire analytical social business
lifecycle --- not only generating data, but monitoring it and using it in
decision making. In 2010 built a social media command center to monitor
online conversations.
– Leadership: Michael Dell’s leadership
– Shared capability: The companies social business strategies and direction
are centralized, while its social media functions and teams are distributed
and embedded across Dell.

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Dell’s pathway …
Deloitte (2013) Social Business: Shifting out of first gear, 2013 Social Business Global Executive
Survey, MIT Sloan Management Review

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Through social media, Dell takes part in more than 25,000 conversations
about Dell every day. Improving how, where and when they meet
customers needs.

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Deloitte (2013) Social Business: Shifting out of first gear, 2013
Social Business Global Executive Survey, MIT Sloan
Management Review

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Deloitte (2013) Social Business: Shifting out of first gear, 2013
Social Business Global Executive Survey, MIT Sloan
Management Review

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Social Business Initiative Success Factors
Business Goal
Definition
Long term
vision to
become a
social
business
Key
executive
support
Initiative
Roadmap
Processes,
discipline
and
ongoing
education
Staffing
Technology
set only
after
strategy set
Altimeter Group (2013) The Evolution of Social
Business: Six stages of social business transformation

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Hinder social business maturity
Deloitte (2013) Social Business: Shifting out of first gear, 2013 Social
Business Global Executive Survey, MIT Sloan Management Review

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Social is a way of being …
• It is about people and our use of social technologies to share
ideas, opinions, stories and artifacts with others irrespective of
geography and outside the control of an organization and/or
individual (Kaplan and Haelein, 2010).
• Our social ways of participating with and through digital and
social media and social applications … to … develop social
capital and social learning throughout networks, relationships
and community (Page and Pitt, 2011).
• The interplay of social behavior with, through and around
social technologies and the philosophy of socializing with
members of a social graph.”(@drkellypage, 2013)

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“Managers who used to be the custodian of the
brand, the voice and message are now …"
"
Curators and Designers"
"
Participating in and sharing the control of
socially mediated initiatives."
"
--- @drkellypage

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THANK YOU J