This document discusses how to prepare an organization for social business and the open enterprise. It outlines different models of corporate culture and social readiness, from closed "command and control" to fully open "co-creator" models. It provides examples of how social media can benefit areas like innovation, communications, marketing, and human resources. The key is developing the right culture and leadership support to help employees collaborate internally and represent the brand externally.

1. Maria OgnevaHead of Community, Yammer@themaria @yammerAre You Ready To BE Social?

2. Communication Is ChangingSocial networking now exceeds email usage

3. Does this look familiar?If You Aren’t Social, You’re Behindhttp://www.flickr.com/photos/liako/3141182898/in/photostream/http://www.flickr.com/photos/crystaljingsr/3914728401/in/photostream

4. If social is this important…… Why do so many get it wrong?

5. Does this look familiar?Social Media House Of CardsEnterprise readiness

6. Enterprise readinessEmployee is a stakeholderCO-CREATORCOLLABORATOROPENEXTERNAL CONVERSATIONALISTEmployee is audienceEmployee is a “cog in a machine”INTERNALBROADCASTEREmployee is an ambassadorEXTERNALBROADCASTERCOMMAND &CONTROLCLOSEDOptimizedIntegratedAwareUnawareSOCIAL AWARENESS CORPORATE CULTURE

7. Enterprise readinessCommand And ControlOPENRigid cultureSilos ControlLittle to no dialogueHoarding informationEmployee is a “cog in a machine”COMMAND &CONTROLCLOSEDOptimizedIntegratedAwareUnawareSOCIAL AWARENESS CORPORATE CULTURE http://www.flickr.com/photos/crystaljingsr/3914730605/in/photostream

8. Enterprise readinessExternal BroadcasterEmployee is a stakeholderOPEN“We do social”1-way broadcastConversation is minimalHesitant to “go off script” & “give up controlEmployee is a “cog in a machine”EXTERNALBROADCASTERCLOSEDOptimizedIntegratedAwareUnawareSOCIAL AWARENESS CORPORATE CULTURE http://www.flickr.com/photos/50833843@N03/4689893987/

9. Enterprise readinessInternal BroadcasterEmployee is a stakeholderOPEN“Open up the kimono”But don’t discussC-level status updatesEmployee is audienceINTERNALBROADCASTERCLOSEDOptimizedIntegratedAwareUnawareSOCIAL AWARENESS CORPORATE CULTURE http://www.flickr.com/photos/39329131@N06/4576051863/

10. Enterprise readinessExternal ConversationalistEmployee is a stakeholderOPENEXTERNAL CONVERSATIONALISTEmpowered to be ambassadorEmpowered to find info & resourcesEmployee is an ambassadorEmpowered to handle “exceptions”Centralized external socialCLOSEDOptimizedIntegratedAwareUnawareSOCIAL AWARENESS CORPORATE CULTURE http://www.flickr.com/photos/22144986@N00/4164756091/

11. Enterprise readinessCollaboratorEmployee is a stakeholderCOLLABORATOREmployee is a stakeholderOPENEmployee empowered to collaborateException handlingDialogue and feedback loop Decentralized external social mediaCLOSEDOptimizedIntegratedAwareUnawareSOCIAL AWARENESS CORPORATE CULTURE http://www.flickr.com/photos/crystaljingsr/3915516040/in/photostream

12. Enterprise readinessCo-CreatorEmployee is a stakeholderCO-CREATOREmployee is a stakeholderOPENActively build things w / customersMake employees ownersCo-creation is built into each processCLOSEDOptimizedIntegratedAwareUnawareSOCIAL AWARENESS CORPORATE CULTURE http://www.flickr.com/photos/crystaljingsr/3915512588/in/photostream

13. Push vs. PullEnterprise readiness“Rather than molding individuals to fit the needs of institutions, institutions will be shaped to provide platforms to help individuals achieve their full potential by connecting with others and better addressing challenging performance needs.”- John Hagel & John Seely Brown “the Power of Pull”http://www.flickr.com/photos/10687935@N04/2201440179/

14. Culture Can Be A Barrierculturehttp://www.flickr.com/photos/halasi_zsolt/4526956718/

15. … And Also An Enabler And Inspirationculturehttp://www.flickr.com/photos/us_mission_canada/4350795564/

16. cultureCultivate Culture Of OpennessTownhall (“YamJam”)Flat organizationAccessibilityListen and acthttp://www.flickr.com/photos/32851287@N00/468487548/

17. Flattening The Organizationculture

18. Executive Use Casesculturehttp://www.flickr.com/photos/35552659@N00/77745389/http://www.flickr.com/photos/43102195@N08/4882342820/

19. cultureUnifying Culture, Connecting People, Breaking Silos

20. In The Social World, Agility WinsThe social businesshttp://www.flickr.com/photos/26865287@N00/2662363598/

21. The Social CustomerThe social businessNeeds help when (s)he needs itDoesn’t want to be sold toMoves on quicklyTrusts her peers

22. Does this look familiar?Sound Familiar?The social business

23. Does this look familiar?Biggest Drains on Employee TimeThe social businessAknowledge worker spends most of the week gathering and communicating information:Note: Few workers perform all tasks. The number of hours per week should not add up to 40. Cost per worker per year is based on an annual salary of $75,000, including benefits.Source: IDC’s Information Worker Productivity Survey, October & December 2008 and Linkedin Survey, 2009

24. Does this look familiar?Time is MoneyThe social businessEvery week, knowledge workers waste nearly 3.7 hours searching but not finding information and 2.5 hours recreating content that can’t be found.6.2 hours lost per week equates to$10,011 per worker per year – which amounts to nearly $10 million total for every 1,000 employees.The IDC reports that the return on investment for improved access to information ranges from 38% to 600%.Note: Cost per worker per year is based on an annual salary of $75,000, including benefits.Source: IDC’s Information Worker Productivity Survey, October & December 2008 and Linkedin Survey, 2009

25. “Power Of Pull”The social businesshttp://www.flickr.com/photos/44124421278@N01/2222409232/

26. In social media, everything is exception handlingGet real-time answersKnowledge retentionFind & share expertiseCompress Information FindingThe social businesshttp://www.flickr.com/photos/crystaljingsr/3914729343/in/photostream

27. Planned SerendipityThe social businesshttp://www.flickr.com/photos/thegaffneys/4296340696/

28. A Social Layer Across the EnterpriseBrings all employees togetherBreaks down silosIntegrates with traditional Systems of RecordSYSTEM OFENGAGEMENTCONTENTMANAGEMENTSYSTEMS OFRECORDCRMHRFINANCELEARNING

29. Case Studies

30. Crowdsource Ideas, Find ExpertsInnovationSource creative ideasSurfacing domain expertiseHarness distributed knowledgeUncover opportunitiesGreater visibility & innovationHigher engagementhttp://www.flickr.com/photos/66656285@N00/470347778/

31. Smash Silos, Make Better Decisions FasterinnovationBreaking down silos

32. Faster decision making

33. Richer pool of ideas

34. Faster speed of changehttp://www.flickr.com/photos/61569269@N00/485875684/

35. Strategic CommunicationsCorp commsAlign and coordinateConnect stakeholders & personnel Mergers & acquisitionsCrisis communication & alertshttp://www.flickr.com/photos/crystaljingsr/3915516172/in/photostream

36. Corp commsAny Employee Can Be An Accidental SpokespersonOur new product kicks a&%Doh! I can’t help you!http://www.flickr.com/photos/98274023@N00/2082535909/

37. Crisis CommunicationsCorp comms

38. Marketingmarketinghttp://www.flickr.com/photos/52789087@N05/5046384106/

39. SalessalesOpportunity identification & developmentRecognition / moraleField sales connectivityhttp://www.flickr.com/photos/42774892@N00/4016102/

40. Delight CustomersCustomer experiencehttp://www.flickr.com/photos/idogcow/391609724/sizes/z/in/photostream/

41. Drive Partner CollaborationPartner collaborationPARTNERSADVISORSCUSTOMERSYOUR COMPANY’SNETWORKPARENTCOMPANYSUPPLIERSCONSULTANTS

42. Molson Coors Canada – Brand AmbassadorsBuilding community

43. Recruitment, Onboarding, RetentionHuman resourcesSource new hiresQuickly ramp and integrateHelp feel heard and engagedhttp://www.flickr.com/photos/willfolsom/5701935463/in/photostream/

44. Learning & DevelopmentHuman resourcesPrograms and trainingFormal / informal learning & discoveryMentorshipReverse mentorshiphttp://www.flickr.com/photos/crystaljingsr/3915515846/in/photostream

45. Business valueBusiness Value Of An ESNInnovationAgility“Being part of the team”At Deloitte Digital, regression analysis on turnover of active Yammer users versus the general employee population was 2% versus 17% respectively, reflecting deeper engagement CultureLess ‘re-invention of the wheel’ Better Project Outcomes“Less email clutter”After rolling out Yammer across CapGemini, the CTO discovered his email traffic dropped 30-40%“Working Smarter”LG Electronics found that use of Yammer saved each employee approximately 3 hrsper week: a 7.5% productivity uplift

46. Better Communications = Higher Total Returns“Companies that are highly effective communicators had 47 percent higher total returns to shareholders over the last five years compared with firms that are the least effective communicators.” Communication and Financial PerformanceIf you invested $100 in 2004 in companies with varying levels of communication efficacy program, the value of your investment today would beBusiness value“Highly effective communicators are using social media tools 2-3 times more than the low-effectiveness group of companies to reach employees.”Towers Watson 2009-2010 Communication ROI Study Report, of 328 companies with a combined total of 5 million employees

47. Are You Ready For The Open Enterprise?

48. Are you ready?Find Allies, Seed CommunitySource: http://www.flickr.com/photos/76805197@N00/2493908947/

49. Focus On Culture And Leadership Buy-InAre you ready?http://www.flickr.com/photos/lumaxart/2137729430/sizes/l/

50. Tune Into WIIFMAre you ready?Support / helpdesk Sales MarketingSocial media Community managerProduct Engineeringhttp://www.flickr.com/photos/89767536@N00/405946519/

51. Establish Strategy, Policyand GovernanceAre you ready?http://www.flickr.com/photos/32066106@N06/3000884576/

52. Launch EventsAre you ready?“YamJam”Treasure Hunthttp://gizmodo.com/5641742/jimi-hendrix-died-40-years-agohttp://www.flickr.com/photos/72418619@N00/2075310775/

53. Create Relevant ContentAre you ready?http://www.flickr.com/photos/15729248@N00/4898344/

54. Collect and Share Success StoriesAre you ready?http://www.flickr.com/photos/38451115@N04/5576911607/http://www.flickr.com/photos/pasukaru76/5576911607/sizes/l/

55. Are you ready?Educate, Link To Other MarCom Channelshttp://www.flickr.com/photos/94085508@N00/160696504/

56. Have A Community LeaderAre you ready?http://www.flickr.com/photos/62202285@N00/1817034358/