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Social Mythbusters

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Some common misconceptions regarding social use in business

Published in: Technology, Business
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  • Louis, this is great. Thanks for sharing.
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  • Marc, Thanks for your feedback and the interesting article. My comment about people's intentions was directed at those who try to implement social projects without an understanding of their audience and culture. In a separate session http://www.youtube.com/watch?v=ZGurT4BIrIg I share about developing a creative culture. At around minute 4:00 of the video (so you don't have to watch the whole thing) I tell the audience how we are moving from a 'Having' culture to a 'Sharing' culture. That's why I have hope of us becoming a Smarter Planet.
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  • very interesting, thanks Louis!
    well, 'people are (not so) selfish', see http://hbr.org/2011/07/the-unselfish-gene/ar/1
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Social Mythbusters

  1. 1. Misconceptions and lessons learned re: Social Business Louis Richardson IBM Social Business Evangelist With credit to Jon Mell (IBM) for his original views on many of these topics Social
  2. 2. Social is new
  3. 3. Social is new <ul><li>We’ve always communicated, shared ideas and content, and worked in groups…it’s just we are now doing it more effectively </li></ul>
  4. 4. Social is a waste of time
  5. 5. Social is a waste of time <ul><li>It addresses real business problems and yields real business results </li></ul><ul><li>You're not going to convince people through argument </li></ul><ul><li>It’s best to put it in front of people...naysayers often become the most vocal champion </li></ul>
  6. 6. Social will get out of control
  7. 7. Social will get out of control <ul><li>Conrad Gessner warns of &quot;confusion and harm&quot; in the modern world caused by the overabundance of data </li></ul>
  8. 8. Social will get out of control <ul><li>Conrad Gessner warns of &quot;confusion and harm&quot; in the modern world caused by the overabundance of data </li></ul><ul><li>He was talking about too many books in 1550 </li></ul>
  9. 9. You can prove if social will work in your organization with a pilot
  10. 10. You can prove if social will work in your organization with a pilot <ul><li>Pilots are usually targeted at technology…social is about people and culture </li></ul><ul><li>Pilots are usually “experimental” </li></ul><ul><li>Pilots usually deal with a group of business people who already know and work closely with each other </li></ul>
  11. 11. People are really nice, want to work extra hard, and want to share all their knowledge with others
  12. 12. People are really nice, want to work extra hard, and want to share all their knowledge with others <ul><li>Social has to have value for the individual </li></ul><ul><li>It needs to address a pain they have and help them in their daily work efforts </li></ul>
  13. 13. Email is bad
  14. 14. Email is bad <ul><li>Email is a really good notification system </li></ul><ul><li>Email doesn’t kill productivity. People kill productivity. It’s just that they often use email to do it. </li></ul>
  15. 15. Status updates are trivial and useless
  16. 16. Status updates are trivial and useless <ul><li>Facebook once forced us to use &quot;Louis Richardson is&quot;...now they ask &quot;What's on your mind?&quot; </li></ul><ul><li>Twitter has &quot;what are you doing?&quot;...these are often the low value tweets…or produce knowledge accident </li></ul><ul><li>Status updates are purposefully used to ask questions and find experts </li></ul>
  17. 17. You can know what your people want and need in a social solution…and how they are going to use it
  18. 18. You can know what your people want and need in a social solution…and how they are going to use it People are amazing, creative and inventive…and unpredictable
  19. 19. All of this social data is just a bunch of noise
  20. 20. All of this social data is just a bunch of noise <ul><li>It is a lot of data, but data can be very valuable in business. </li></ul><ul><li>The key is the noise to signal ratio...separating the valuable from the less useful </li></ul>
  21. 21. When dealing with social business, adoption is the measure of success
  22. 22. When dealing with social business, adoption is the measure of success <ul><li>Adoption as a measure is pointless </li></ul><ul><li>It's like measuring the productivity of your company by how many emails are sent </li></ul><ul><li>What you want to measure is business outcomes. </li></ul>
  23. 23. So… Social is not new. Nor is it a waste of time. Trying to control it is counterproductive. Most social pilots won’t deliver. People are selfish. Email isn’t bad. Neither are status updates. Your people are unpredictable. The social data is valuable. Measuring adoption is futile.
  24. 24. Questions? Comments? Other myths?
  25. 25. Thank you! Louis Richardson [email_address] Twitter: inter_vivos about.me/louisrichardson Jon Mell [email_address] Twitter: jonmell

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