Using social media as a business tool


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Presented at CPA Congress Vic, 11 Oct 2010.


Trust and openness, the new paradigm for engagement
The importance of people and personality
Evaluating the benefits, risks and challenges
Existing channels and new strategies
Practical examples of social media

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Using social media as a business tool

  1. 1. Using social media as a business tool Keith De La Rue Monday, 11 October 2010
  2. 2. Overview <ul><li>Trust and openness </li></ul><ul><ul><li>the new paradigm for engagement </li></ul></ul><ul><li>The importance of people and personality </li></ul><ul><li>Evaluating the benefits, risks and challenges </li></ul><ul><li>Existing channels and new strategies </li></ul><ul><li>Practical examples of social media </li></ul>
  3. 3. Quick poll <ul><li>How many of you use social media or networks? </li></ul><ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>MySpace </li></ul><ul><li>Blog </li></ul><ul><li>Wikipedia </li></ul><ul><li>Other sites/tools? </li></ul>
  4. 4. Trust & openness The new paradigm
  5. 5. Social computing <ul><li>“ Social computing requires a mind-shift from previous ways of doing business and requires high levels of trust and confidence from those engaging in it. How you communicate your intentions and encourage take up is crucial.” </li></ul><ul><ul><li>Euan Semple </li></ul></ul>
  6. 6. Discontinuous change <ul><li>Many technology improvements result in dramatic change and discontinuity </li></ul><ul><ul><li>The transistor </li></ul></ul><ul><ul><li>Integrated circuits </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>WWW </li></ul></ul><ul><ul><li>Social media… </li></ul></ul>
  7. 7. The impact of change <ul><li>“ The medium of our time is reshaping and restructuring patterns of social interdependence and every aspect of your personal life. It is forcing you to reconsider and re-evaluate practically every thought and every institution you formerly took for granted” </li></ul><ul><ul><li>Marshall McLuhan, The Medium is the Massage , 1967 </li></ul></ul>
  8. 8. Falling boundaries <ul><li>The work/personal boundary </li></ul><ul><li>The organisational boundary </li></ul><ul><li>Silo boundaries </li></ul><ul><li>Sharing boundaries </li></ul><ul><li>Rise of the prosumer </li></ul><ul><li>Death of old media and rise of the ‘citizen journalist’ </li></ul><ul><li>Competition / cooperation… </li></ul>
  9. 9. What is the economy? <ul><li>An economy of scarcity </li></ul><ul><ul><li>IP must be protected at all costs </li></ul></ul><ul><ul><li>Win-lose </li></ul></ul><ul><li>An economy of abundance </li></ul><ul><ul><li>Knowledge must be shared at all costs </li></ul></ul><ul><ul><li>Win-win </li></ul></ul>
  10. 10. How Chocolate Can Save the World <ul><li>Mars cracked chocolate DNA (15 Sep 2010) </li></ul><ul><li>USD $10m project </li></ul><ul><li>Will be available on the Web – free </li></ul><ul><li>Enhancing natural capital </li></ul><ul><li>Benefits companies and environment </li></ul><ul><ul><li>Win-win </li></ul></ul><ul><li>Cacao tree is fragile </li></ul><ul><li>More sustainable future for all </li></ul>
  11. 11. What is trust? <ul><li>To have belief or confidence in the honesty, goodness, skill or safety of a person, organisation or thing </li></ul><ul><ul><li>Cambridge University Press </li></ul></ul><ul><li>An expectancy… that the word, promise, verbal or written statement of another individual or group can be relied upon </li></ul><ul><ul><li>Politis 2003 </li></ul></ul>
  12. 12. The myth of control <ul><li>“ Knowledge can only ever be volunteered, it cannot be conscripted” </li></ul><ul><ul><li>David Snowden </li></ul></ul><ul><li>“ Trust comes on foot, but leaves on horseback” </li></ul><ul><ul><li>Johan Thorbecke </li></ul></ul>
  13. 13. The importance of people
  14. 14. Organisations today are complex
  15. 15. Because they depend on people
  16. 16. <ul><li>In modern, complex, people-centric organisations, it is people and what they know that provide the only real competitive advantage </li></ul>
  17. 17. Not a new idea… <ul><li>Give employees direct control over their own work and environment </li></ul><ul><li>Make teams of “knowledge workers” responsible for work toward goals stated as broad business objectives rather than prescriptive plans. </li></ul><ul><li>Management can only achieve sustainable profits by treating people as an enterprise’s most valued resources, not as costs </li></ul><ul><ul><li>Peter Drucker </li></ul></ul>
  18. 18. People create value <ul><li>I came to see in my time at IBM that culture isn't just one aspect of the game - it is the game! In the end, an organisation is nothing more than the collective capacity of its people to create value. </li></ul><ul><li>- Lou Gerstner, IBM </li></ul>
  19. 19. McKinsey Research <ul><li>2008 report </li></ul><ul><li>59 organisations researched globally </li></ul><ul><li>Single, most influential cause of more engaged employees: </li></ul><ul><li>The appetite and ability of leaders at every level to engage their subordinates in everyday decision making and bigger-ticket change </li></ul>
  20. 20. What is the result? <ul><li>Leaders who engage the right groups in everyday decisions and in designing and executing change will benefit both in terms of the quality of decisions and the speed of execution that derives from people who feel ownership of the outcome . </li></ul><ul><li>- John Smythe, Engage for change </li></ul>
  21. 21. All of us are smarter than any of us <ul><li>The Wisdom of Crowds - James Surowiecki </li></ul><ul><li>Under certain conditions </li></ul><ul><li>Works for cognition problems </li></ul><ul><li>Diversity </li></ul><ul><li>Independence </li></ul>
  22. 22. Cognitive rewards <ul><li>Monetary rewards don't work where more cognitive work required: </li></ul><ul><ul><li>Autonomy </li></ul></ul><ul><ul><li>Mastery </li></ul></ul><ul><ul><li>Purpose </li></ul></ul><ul><li>Self-directed = better engagement </li></ul><ul><ul><li>Dan Pink, Drive </li></ul></ul>
  23. 23. Benefits, Risks, Challenges
  24. 24. Should we be worried? <ul><li>“… with the advent of …social software, suddenly highly savvy networks of people are springing up in their millions. They’re talking to each other. With or without your permission. ” </li></ul><ul><ul><li>Hugh McLeod </li></ul></ul>
  25. 25. Risks <ul><li>Protection of IP is a concern </li></ul><ul><li>Many organisations have formal policies </li></ul><ul><li>… But information can be shared in other ways </li></ul><ul><li>We trust people to honour commitments now … </li></ul>
  26. 26.
  27. 27. “ Workplace tweeps good for business” <ul><li>Good for businesses to build brand </li></ul><ul><li>Allow staff access – or you are saying: “Tell all your friends to come and look at our social media page but you can't do it” </li></ul><ul><li>Should move away from IT and into HR </li></ul><ul><ul><li>Paul Ducklin, Sophos, 21 Sep 2010 </li></ul></ul><ul><ul><li>National Identity Crime Symposium Brisbane </li></ul></ul>
  28. 28. To engage or not to engage <ul><li>What is the risk of not engaging? </li></ul><ul><li>… When your competitors are… </li></ul>
  29. 29. There must be an easier way <ul><li>“ The top 10 ways to start in social media without changing a thing”? </li></ul><ul><li>Incremental probes suit complex environments </li></ul><ul><li>Low investment cost supports prototyping </li></ul><ul><li>… But needs a whole new mind set to work! </li></ul><ul><li>It must be real… </li></ul>
  30. 30. What’s wrong with this message?
  31. 31.
  32. 32. The OzCollab Survey <ul><li>Conducted with Matt Moore of Innotecture </li></ul><ul><ul><li> </li></ul></ul><ul><li>All details available at </li></ul><ul><li>Use of collaborative tools </li></ul><ul><li>Jun – Dec 2009 </li></ul>
  33. 33. Why buy collaborative systems?
  34. 34. Community interaction – ‘SCENT’ <ul><li>S ite: home page - information </li></ul><ul><li>C alendar: community events - interaction </li></ul><ul><li>E vents: F2F, conference calls, webinars </li></ul><ul><li>N ews: newsletter or blog - comms & publicity </li></ul><ul><li>T hreads: discussion board - virtual interaction </li></ul><ul><ul><li>Stan Garfield The Communities Manifesto </li></ul></ul>
  35. 35. Blog as a community site
  36. 36. Calendar of events
  37. 37. Wiki - building a body of knowledge
  38. 38. Microblogging
  39. 39. Networking, awareness, chat
  40. 40. Moving out - Facebook Business Page
  41. 41. The power of apps <ul><li>Over USD $400k return – for < $50k </li></ul><ul><ul><li>Erik Qualman, “Social Media ROI: Socialnomics” Nov 2009 </li></ul></ul><ul><ul><li>On YouTube </li></ul></ul>
  42. 42. The Facebook ‘like’ button
  43. 43. Bragging rights
  44. 44.
  45. 45.
  46. 46. The small accounting firm
  47. 47. Promotion and connection
  48. 48. The audience is listening April 2010
  49. 49. … and interacting
  50. 50. Join the conversation!
  51. 51. Don’t turn off your phone… … it’s all now available everywhere
  52. 52. @kdelarue 0418 51 7676 [email_address] Build your profile Join your networks Create your future…