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Corporate Communications Today Course Module 2: Social Media? Collaboration. 24.10.2012Susanne Robra-Bissantz

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Course Modules Welcome to our second module! CM 5 Knowledge CM 2 CM 4 Cooperation Innovation CM 3 „Marketing“ CM 1 CM 6 Social Media Web SocietyThis time, we try a conventional slide share.Use the opportunity to discuss what you don‘t understand!... in our next chat ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 2

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Now that we know, that Social Media is something new – and that different formsof it do exciting things (from your presentations) ...Let‘s take a closer look to the „Crime Scene“ – on what really and in general„happens“ on the platforms.There are different stories about that ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 3

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Stories - about what happens in Social Media ... • Social Media Companies, like Facebook or Google only try to make money with our data. • Social Media harm individuals as they lead to social isolation and at most superficial relationships. • For individuals as well as organisations, Social Media may lead to libel and slander. • Social Media are a serious threat for society and democracy. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 4

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Stories - about what happens in Social Media ... • Social Media Companies, like Facebook or Google only try to make money with our data. • Social Media harm individuals as they lead to social isolation and at most superficial relationships. • For individuals as well as organisations, Social Media may lead to libel and slander. • Social Media are a serious threat for society and democracy. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 5

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First – in order to find out, what is possible –let‘s have a Look at the Basic Elements of Social Media ... WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 6

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Basic Elements of Social Media Here you are: a kind of „summary“ of different Social Media Platforms... Networking like in facebook Profile Friends News about Friends and ….. Groups Groups – …….. Activities and Likes • Characteristics Ideas, Opinions, Sharing knowledge • Interests • Skills, Likes Contributions Articles like in Wikipedia. • Preferences My Knowledge … News about me … … our shared Knowledge … what I do right now … My Opinion … … who / what I like … … your and our Opinion Posting thoughts like in Twitter. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 7

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Basic Elements of Social Media ... ... Explained ...In the area, marked in red, I fill in In the green area people interconnect. Theymy profile with personal and build groups, find (their) friends and stayemotional aspects. My connected. They follow each others‘ activitiesinterests, my likes. Additionally I to stay in contact.contribute what I‘ doing. Profile Friends News about Friends and ….. Groups Groups – …….. Activities and Likes • Characteristics • Interests Ideas, Opinions, • Skills, Likes Contributions Articles • Preferences My Knowledge … News about me … … our shared Knowledge … what I do right now … My Opinion … … who / what I like … … your and our Opinion In a blue area, ideas, knowledge or opinions are contributed. They are shared and discussed. In Wiki- Articles, as tweets etc. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 8

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Basic Elements of Social Media ... And some more aspects to think about... Do you think that „friends“ is the proper word for these connections? Dunbar‘s number (150) is the maximal number of people with which you can have a relationship ... Will it increase?Like in „real Profile Friends News about Friends andlife“, common thoughts ….. Groups Groups – …….. Connections don‘t have to beand activities may Activities and Likesprovoke, that someone is established by searching ainterested im me... • Characteristics person and „liking“ him/her. • Interests Ideas, Opinions, Contributions Articles Connections may also result from • Skills, Likes conversations. From finding • PreferencesAre you really interested My Knowledge … interesting contents andin every cup of coffee News about me … … our shared Knowledge becoming interested in theyour „friend“ is drinking? … what I do right now … My Opinion … writer... … who / what I like … … your and our Opinion WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 9

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But what are these Elements of Social Media good for? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 10

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Summarized: Functions of Social Media!• Find Friends, Experts, • Spread News • Tell about you and your Like-minded People • State Ideas, Opinions Activities (in real time)• Foster Contacts and Experiences • Present Skills/Interests:• Build Groups • Discuss Private/Professional• Act in Groups • Share Knowledge • Add Likes and OpinionsNetwork: Knowledge: Social ClosenessFrom Persons to From Ideas to From me to myGroups Documents Life Many connections and Groups find and select Private Bits, Emotions and weak ties (e.g. friends of important Information, they timely Information about you friends) rise the probabiliy to work together on joint result in Trust and find partners knowledge Relatedness. Social Media enable Social Media lead to Mutual Social Media provokeConnections with Partners in Support and Joint Action relationships that areorder to follow Shared Aims voluntary, personal and loyal WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 11 .

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Summarized: Functions of Social Media!Network: Knowledge: Social ClosenessFrom Persons to From Ideas to From me to myGroups Documents Life Many connections and Groups find and select Private Bits, Emotions and weak ties (e.g. friends of important Information, they timely Information about you friends) rise the probabiliy to work together on joint result in Trust and find partners knowledge Relatedness. Social Media enable Social Media lead to Mutual Social Media provoke Connections with Partners in Support and Joint Action relationships that are order to follow Shared Aims voluntary, personal and loyal . Social Media enable Cooperation and Collaboration • Functions resemble the theoretical characteristics of Cooperation (next slide) • For Cooperation / Collaboration with and through Information (slide after that) WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 12

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Cooperation / Collaboration from a theoretical PerspectiveDefinition:Cooperation means • mutual support of independent systems (cooperation) blue areas... • joint efforts of task owners (collaboration) • with shared/common aims green areas... • based on relatedness red areas...Characteristics and mechanics:• Trust: cognitive and emotional trust in persons as well as in IC-Systems• Connection: Awareness and Context• Motivation: intrinsic and extrinsic – social appreciation, belonging, self efficacy• Coherence: only temporary and autonomily selected mechanisms – less control WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 13

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Cooperation with and through information:Changes in the „Information Cycle“Information (Data, Knowledge) … From collect To create ... in Blogs pro- duce From distribute From expatiate To interact use provide To present ... via Twitter black: traditional blue: in Social Media prepro- From classify From navigate search cess To tagging To find docu- ... in YouTube ment ... in Wikis From save To network WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 14

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Changes in the „Information Cycle“: lead to new GuidelinesInformation (Data, Knowledge) … createNew Guidelines... pro- duce interact use provide present Knowledge Panini„Give knowledge and Virtual Kitchenettes „Get some helpget other knowledge in understandingfor it“ Shrinks for knowledge different contexts of Drawers End knowledge“ prepro- search„Meet by cesschance, learn find taggingnews and other docu-things...“ ment „Don‘t lock knowledge up - network categorized“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 15

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Changes in the „Information Cycle“: lead to new opportunitiesInformation (Data, Knowledge) … createAnd two new basic pro-Opportunities ... duce interact use provide present Knowledge Panini Occasions to communicate rise Virtual Kitchenettes Contexts are built/used Shrinks for knowledge Drawers End prepro- search cess tagging find docu- ment network WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 16

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Summarized: Social Media offer the chance of cooperation ... Social Media enable new and better cooperation of humans. Society Media Markets Politics Companies WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 17

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But where are possibilities for cooperation or even collaboration? N.B.: what is the difference between cooperation and collaboration? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 18

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Cooperation in Organisations and beyond Organisations In Organisations: • There is Cooperation ... • ... but mostly hierachical coordinated • Todays IT-Systems mostly support „Processes“ and no Collaboration • Social Media and Collaboration Mechanics support Collaboration, e. g. in Knowledge- oder IdeamanagementBeyond Organisations:• There is basically no cooperation• But e. g. customers use Social Media ...• ... is there a possiblitity to collaborate?• Collaboration Mechanics can lead to discussion, networking and collaboration with customers. Private Consumers WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 19

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But how can we realize cooperation and collaboration? „We will introduce social Media shortly, our IT department works on it ...“ „We have already set up a Blog for customers and a Wiki for our employees.“ „We are everywhere in Social Media: in facebook, in twitter, even in Google+ ...“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 20

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But how can we realize cooperation and collaboration? „We will introduce social Media shortly, our IT department works on it ...“ „We have already set up a Blog for customers and a Wiki for our employees.“ „We are everywhere in Social Media: in facebook, in twitter, even in Google+ ...“ This is not the right way. Social Media always has to have a reason. A reason that lies in Cooperation and Collaboration. You want to cooperate with someone. With customers, because you think, that you get better ideas for your product, with employees, because you want to share knowledge better. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 21

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But how can we realize cooperation and collaboration? „We will introduce social Media shortly, our IT department works on it ...“ „We have already set up a Blog for customers and a Wiki for our employees.“ „We are everywhere in Social Media: in facebook, in twitter, even in Google+ ...“The Task, therefore, is „Cooperation Engineering“, that defines • Goals of the Collaboration (who?, why?) • Collaboration Concepts and -mechanisms – and afterwards... • An IT-System with Social Media Functions: social relatedness, networking ... But don‘t forget to consider the situation: in your organisation, regarding the people (employees, management, customers) as well as todays and future technologies. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 22

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Collaboration Engineering Collaboration Engineering has to deal with the whole system, in the organisation, with humans, and with the technology. It can not be Collaboration Success planned perfectly, as the behaviour of humans in their contexts influences the final success. System Behaviour In a narrow context cooperation engineering Organisational Situation Collaboration Engineering i.e.S. consists of 1. analysing the collaboration Technical Situation 4. Collaboration 1. Collaboration environment (in the organisation), 2. defining the Environment cooperation goal, 3. realizing cooperation 3. Collaboration 2. Collaboration mechanics (e. g. discussion) and 4. collaboration. mechanics goal Then the System Elements collaborate Human (Humans, Organisation etc. The system behaviour Behaviour reveals whether collaboration reaches its goals. If not, the Collaboration cycle (1. – 4.) has to be Psychological and social Situation started again. • Technical situations are e.g., whether the company has already decided about a Social Media Platform, whether it is principally innovative – in its IT-Department, and whether data protection etc. is discussed. • Organisational situations are e. g., whether there is a culture of collaboration in the organisation, whether management and work council support social media and cooperation. • A psychologial situation is e. g. whether the employees are ready for cooperation, whether they can work with being open, sharing and transparent. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 23

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But why shoud an organisation collaborate? ... because ... because collaboration may collaboration may change „processes“ change humans knowledge is sharedthey are motivated ... they take part... a collective intelligence appears they are open and share ... employees support each others ... and that voluntarily … and because Collaboration?!? ... because collaboration may collaboration may have success... … towards trust change the culture… … regarding quality … towards social closeness… regarding costs …regarding innovations … towards relationships …regarding reputation … towards transparancy WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 24

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But why are people often sure,But whythat collaboration meanscollaborate? shoud an organisation ... ... because ... because collaboration may collaboration may change „processes“ • a waste of time change humans knowledge is sharedthey are motivated ... • useless information they take part... a collective intelligence appears • purely virtual they are open and share ... relationships employees support each others ... and that voluntarily • dumbing down … and because Collaboration?!? ... because collaboration may • isolation collaboration may have success... … towards trust change the culture… … regarding quality • transparent citizens … towards social closeness… regarding costs …regarding innovations … towards relationships … …regarding reputation … towards transparancy WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 25

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The answer lies in this formula:• Social Media are a new medium – as described in Course Module 1.• Additionally Social Media ask for collaboration as an attitude. Collaboration New Medium as an Social Media attitude And collaboration is not that easy. In order to truely collaborate you have to respect a couple of difficult aspects of collaboration. In doing so, collaboration becomes an attitude. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 26

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The difficult aspects of collaboration are ... Responsibility RespectTrust Heterarchy Collaboration as an attitude Voluntariness Coherence WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 27

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The difficult aspects of collaboration are ... Responsibility RespectTrust Heterarchy Collaboration as an attitude Voluntariness Coherence WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 28

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Collaboration and Heterarchy Nestle, when critizised the first time in Facebook stated: „we set the rules“ when they tried to forbid accusations. Other companies just erase disagreeable comments from customers in facebook. Is this collaboration? Does this show true „heterarchy“? What may be wrong? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 29

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Collaboration and Coherence In private: „I‘m sitting here in this xxx-cafe, I‘m looking forward to the Rizzi-exhibition tonight and I‘m drinking a „Hugo““. At work: „We open a platform where we can share our ideas and thoughts“. At work: „I want my employees to work according to their own rules. I don‘t controll milestones.“ What has this to do with Collaboration? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 30

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Collaboration and voluntariness „We open a company-wiki. Every employee has to contribute weekly: his skills, what he has done, what he is up to etc.“ Is this Collaboration? What happens to voluntariness, when such rules exist? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 31

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Collaboration and trustThe company considers to open a blog for customer complaints. Here iswhat it thinks about.Company: Employee:When we ask for I‘m supposed to reactcomplaints, we will get to complaints.them. But whatWhat shall we do, happens, when I writewhen loads of infamies something wrong?will be contributed? How would you answer, if you act on the assumption of collaboration and trust? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 32

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Collaboration and responsibility Collaboration and e. g. heterarchy mean, that every individual counts. Every opinion, every comment has his right to be written down. But in a consequence collaboration also means, that every individual is important and responsible for what happens on social media plattforms. Those, who contribute form the medium and what happens there. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 33

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Collaboration and respect The new medium needs new conventions, e. g. regarding respect. What would you do... ... if you observe a group, that is talking negatively about your company? ... if you find embarrassing fotos of your employee ... or, if your chef tries to become your friend on facebook? Try to compare this to „real life“. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 34

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Your next deliverable:Am I / are you collaborative? – A small empirical study.Please carry out an empirical study on how collaborative selected people (from yourcompany or in your private environment are.1. Think about questions that you want to ask, in order to find out, how collaborative someone is. Use the sources and the video and your own private thoughts. (Questions? Chat on 25.10.)2. Collect all your individual thoughts into one questionaire. Remember to add a question like „I think that I‘m collaborative“ and/or ínclude your own opinion about the collaborativeness of the person you want to ask. (Online on 06.11., Chat on 08.11.)3. Carry out the empirical study. Which characteristics of persons lead to collaborativeness? Who in your environment is how collaborative?4. Please summarize your results (together). (Online 20.11., Chat 22.11.) WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 35