Enterprise leaders seek to understand the critical role that culture and etiquette play in workforce transformation and in adoption of social business programs. This presentation explores professional interactions among colleagues over online social networks inside the firewall, with particular emphasis on colleagues who do not have an established professional relationship. Read the IBM Social Business Insights Blog for more information --> http://ibm.co/xInSr7

1. Jacques Pavlenyi – Market Segment Manager, IBM Collaboration Solutions
02/27/2012
Social Business Behavior
The changing nature of culture, etiquette
and personal interaction in the workplace
© 2011 IBM Corporation

2. The world is changing: people are empowered like never before
Find and share Rise of social networking Bringing social tools
information instantly and mobile devices into the enterprise
• 200 million tweets sent via • 66% of online adults use • 41% of GenY say social
Twitter per day social media platforms media is important to
• 30 billion pieces of content such as Facebook, Twitter, them in the workplace
are shared on Facebook MySpace or LinkedIn • 64% of GenY download
each month • Smartphone and tablet unauthorized applications
• Wikipedia hosts 17 million shipments now outpace at least once a week
articles PCs to get their job done
Source: 20 Stunning Social Media Statistics, Source: Pew Internet & American Life Project Source: Prescient Digital
Written by Jeff Bullas Source: IDC Predictions 2 012 :
Competing for 2 020
© 2011 IBM Corporation

3. Traditional roles and processes across the business network are
evolving, forever changing the way organizations operate
Employees Customers Partners
self-forming teams around leading the conversations becoming on-demand
fast moving opportunities that define brands extensions of the enterprise
As barriers between people disappear, organizations are learning to tap into
collective intelligence, advocacy and distributed talent to drive business results.
© 2011 IBM Corporation

4. A social business optimizes interactions among people to gain a
competitive advantage
By removing barriers, a social business allows people to apply expertise and
insights that improve and accelerate results across business functions:
Workforce Customer Care Product and
Optimization and Insight Service Innovation
© 2011 IBM Corporation

5. A social business optimizes the workforce – enable the right talent
and content to come together at the right time
●
Mobilize for speed and flexibility to rapidly respond
to customer demands and changing market conditions
●
Rapidly develop and deploy skills and capabilities
to the right business opportunities
●
Improve leadership development to retain top talent
and develop the next generation of successful leaders
●
Capture productivity gains: social tools used
internally with employees can increase productivity by
as much as 11-30%1
Real Results: 25% increase in revenue 30% - 50% reduction in time to process
with 40% fewer staff customer service Inquiries
Source: 1 IDC,
© 2011 IBM Corporation

6. This social transformation is impacting, and is deeply impacted by,
culture, etiquette and workplace inter-personal behavior
 Etiquette in building relationships
 Etiquette in interactions that vary by tool and communication types
 Etiquette in responding to others
 Etiquette in including and acknowledging others
 Etiquette of mass communications over social networks versus spamming
 Understanding differences in perspective
 Recognizing context in online interactions
 Risk: behavioral impacts on security, policy and governance
6 © 2011 IBM Corporation

7. Why should businesses care about culture and etiquette?
STRATEGY
CULTURE
“Culture eats Strategy for lunch...”
-- Coffmann Organization, 2009
7 © 2011 IBM Corporation

8. Social transformation and adoption can be accelerated when existing
culture and etiquette is taken into account
IGNORING CULTURE EMBRACING CULTURE
 Behavior not aligned to strategy  Behavior aligned to organizational
 New employees do not understand principles and values
what is trustworthy or successful  New employees better understand
behavior trustworthy behavior
 Experienced employees focus on  Experienced employees focus on
“command and control” of unsuccessful coaching and share wisdom about
behavior successful behavior
8 Source: EverystockPhoto.com © 2011 IBM Corporation

9. Read “Social Business Behavior” to learn more
●
Why alignment of culture and social media
technology matters more than ever
●
Impacts to consider for adoption and
organizational change
●
Recommended actions for sustainable
and successful transformation
http://ibm.co/xInSr7
9 © 2011 IBM Corporation