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Creating The Conditions
                   For Social Business


                          CBI Conference Centre, London
                                 25th April 2011

                                  Steve Dale



Thursday, 26 April 2012
What is “Social Business”

                    The term “social business” will become more
                    ubiquitous as organisations of all types and
                    sizes start to think of social technologies more
                    strategically as business tools, not just
                    marketing channels. And then it will eventually
                    become a meaningless phrase as we come to
                          that all business is, at its
                    realize
                    core, social.
                    Jen McClure, Thomson Reuters




Thursday, 26 April 2012
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Thursday, 26 April 2012
Enterprise Social Networks - what should
                       they deliver?

           Immediacy            Serendipity     Transparency


                                 Enable          Honest and
      Access to data             discovery of    ethical
         anytime,                new             behaviour
      anywhere, any              information.    through
          device                                 openness.



     Source: BroadVision Inc.
Thursday, 26 April 2012
The Emerging Transition to Social
                                 Business Models

          20th Century                                          21st Century
         •Non-social Interaction                               •Pervasive Social Interaction
         •Value in Transactions                                •Value in Relationships
         •Business Stability                                   •Business Flux
         •Well-defined Industries                               •Industry Transformation
         •One-way Markets                                      •Two-way Markets
         •Limited Information                                  •Information Abundance
                                            Forces
         •Resource Abundance       •Ambient Communications
                                                               •Resource Constraints
           Institutions            •Global Information Flows
                                   •Social Computing                Communities
                                   •Market Discontinuity




                                                                             Source: Dion Hinchcliffe 2010

Thursday, 26 April 2012
The Power Of Social
                      You will need
                to know this sometime Youso sometime so I
                                You will need to will need to
                                                                            We share whatshare what we
                                                                                     We we
                             know this sometime I
                                         know this
                 so I will send willto youtowill send it to you
                                it send it you                          We share what know
                                                                                 know
                           now.       now.         now.                   we know




                                                       I know I can
                                                     find what I need
                                                      when I need it.
                          Email                                                      Social Media
                          Model                                                         Model

Source: IBM and S Mcrae www.smcrae.com
Thursday, 26 April 2012
Social Business Dynamics

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Thursday, 26 April 2012
A Social Business is like an organism that adapts to its environment and is thus able to consciously and frequently re-calibrate itself and the experience provided to its constituents based on
intercepted stimuli.
Social Business Maturity Model

                                                                                            Social
                                       Island       Channel        Community               Business

            Culture                      Isolated    Inside-out         Permeable         People-centric


       Organisational                   Unaware       Organic                            Experience-driven
                                                                    Process-driven
        Approach

        Community                                                  Defined roles &        Integrated roles &
                                          None        Informal
        Management                                                   processes               processes


          Customer
                                          None         Push          Engagement             Co-creation
         Involvement

           Social                                                    Social CRM
                                                                                         Enterprise Social
                                          None      Experimental                            Software +
         Technology                                                Social Intelligence    Integrated Web
                                                                                               Tools



    Based on an original by Emanuele Quintareli

Thursday, 26 April 2012
...but
                          technology
                               can
                           influence
                            human
                          behaviour!


Thursday, 26 April 2012
What are the
     challenges?



    What are the
     obstacles?




Thursday, 26 April 2012
Seven Challenges To Effective Social
                    Business Implementation

          1. Fear of change.
          2. Command-and-control.
          3. Profusion of tools. 
          4. Lack of integration.
          5. Competition from free public social networks. 
          6. Compliance requirements.
          7. Fit with business processes and workflows.



Thursday, 26 April 2012
1. Fear of Change
                                                     2. Power & Control
                                                                                             Enterprise, collaboration
                                                                                             tools can be viewed as a
                                                                                                threat to individual
                                                                                                 power, managerial
                                                                                            control, company tradition
                                                                                                    and privacy.

                  In order for collaboration tools to really
                    take hold, a cultural shift must take
                                    place.
Thursday, 26 April 2012
Kim Jung Un - North Korea

Fear of change. People are generally risk-averse. Organisations more so, after all they are accountable to shareholders and other stakeholders. “Donʼt fix it if it isnʼt broken” is the usual
mantra.
Command-and-control. Who says every organisation wants to be transparent and flexible and invite participation from every quarter? What if senior management do not want a pluralist
organisation where democracy rules?
3. Profusion of tools


                              In a creative economy it
                              is only the self-selection
                                of the best tools that
                               more productive work
                                   can be assured.
                                                                   Source: Harold Jarche


Thursday, 26 April 2012
Profusion of tools. The explosion of social software tools is a source of great innovation, but also a lot of confusion. Organisations can easily end up with several enterprise social networks
used by different teams or departments, or for different purposes, along with social applications for purposes such as project management or employee recognition, each coming with their
own user profiles and activity steams and notions of how connections are formed.
4. Lack of Integration

                                                                                    Knowledge workers spend up
                                                                                    to 30% of their time each day
                                                                                    looking for data. Source: Butler Group

                                                                                    50% of employee searches for
                                                                                    specific data fail to find the
                                                                                    data. Source: IDC


                              Static intranets and e-mail are not effective
                               for helping employees find the information
                                           they are looking for.


Thursday, 26 April 2012
Lack of integration. A legacy patchwork of IT solutions that have only ever been superficially integrated and where every application has a threshold of “good enough” integration to make the
system usable but never quite perfect.
5. Competition from free public social
                            networks

                                                                                                         More than a third of
                                                                                                         enterprise employees
                                                                                                         are working outside
                                                                                                         the firewall and
                                                                                                         need tools that keep
                                                                                                         them connected with
                                                                                                         their peers and
                                                                                                         business applications.
                                                                                                         Source: Forrester




Thursday, 26 April 2012
Competition from free public social networks. Staff will inevitably compare their experience on an enterprise social network with the one they enjoy on consumer sites such as Facebook. This
can be a problem if the enterprise experience suffers by comparison by being awkward to navigate, frustrating to use, or missing important features.
6. Compliance Requirements

                                                                 Social technology tools are being
                                                                 used in the workplace which lack
                                                                 the security and integration an
                                                                 enterprise requires.



               Organisations must incorporate collaboration platforms
               holistically, as a long-term, strategic investment. They
               must meet the security standards and integrate within
                               the corporate environment.

   Source: tibbr

Thursday, 26 April 2012
Compliance requirements. Regulated industries such as financial services and healthcare must pay particular attention to whether an enterprise social network meets compliance
requirements such as data archiving. Moreover, they might tend to see more risk than benefit in a technology that makes it easy to share information widely when they have a responsibility
to keep some categories of information under tight control.

Different people within the organisation have access to different kinds of information. Companies need the ability to grant access appropriately, creating information hierarchies if necessary.
Collaboration technology must provide administrative control over the network, including user and group management.
7. Fit with business processes and
                                workflows




                  There is a growing need for applications that
                   are always “in sync” and available anytime,
                              anywhere, any device.
Thursday, 26 April 2012
Fit with business processes and workflows. Enterprise social software should ultimately make business and work processes more efficient and adaptable to a fast-changing environment
(internal or external).  How will improved knowledge flows and opportunities for collaboration and co-production be channelled into the existing business/work processes?
The Reality
                            Despite significant
                               and ongoing
                              investment in
                             enterprise social
                           technologies, there
                           has only been 12%
                            adoption with the
                            overall workforce.
                               Source: Gartner




Thursday, 26 April 2012
What can we learn?
                            Enterprise organisations will pay increased
                          attention to the people who make collaboration
                                       possible and profitable.




                                 “We’ve really underinvested in
                                 support of these knowledge
                                 workers that drive 80% of the
                                 intellectual property and
                                 innovation in a lot of companies”.
                                 Craig Le Clair, Forrester.



Thursday, 26 April 2012
...and finally, how to avoid
                                                                                      that “Kodak” moment
                                                          1. Make your workforce the centre of your organisation.
                                                          An enterprise social network takes an organisation of talented
                                                          individuals and gives them tools to work as one.

                                                          2. Create one space for all.
                                                          Bringing your internal activity into a social workplace is a great
                                                          way to keep everyone in your company connected.

                                                          3. Identify the pinch points and blockages - and work around
                                                          them.
                                                          Don’t waste time and effort on people and processes that can’t or
                                                          won’t change.

                                                          4. Encourage consumer/customer participation
                                                          Build direct relationships. Co-design products and services.

                                                          5. Measure the right things.
                                                          But remember - not everything that counts can be counted.

                                                          6. Agile is the new black
                                                          Digital Dawinism is the evolution of consumer behaviour when
                                                          society and technology evolve faster than your ability to adapt.
                                                          (Brian Solis)
Thursday, 26 April 2012
Make your workforce the centre of your organisation.
An enterprise social network takes an organisation of talented individuals and gives them tools to work as one. The companyʼs success is fuelled by employee interaction, conversations, and
collaborative work. Thanks to enterprise social software, you can build a company where employees work as one, using transparency and collaboration.
Create one space for all.
Bringing your internal activity into a social workplace is a great way to keep everyone in your company connected. Often the enterprise social network is the one place where Sales and
Marketing can live in harmony. A company or private social network provides a place where teams share important information, identify company experts, and collaborate on projects. It
becomes an all-in-one collaborative workspace for your companyy.
Intranets,  on the other hand, lack the social networking tools such as activity streams, messaging, and quick posting that are
critical to collaborative work. Even if companies want and push teams or departments to collaborate, ultimately they find that
their Intranet is not conducive to building a company-wide community.
Email:	
  steve.dale@collabor8now.com
                                                      Twi8er:	
  @stephendale
                                                      Twi8er:	
  @collabor8now
                                                      Profile:	
  h8p://about.me/stephendale




                  Unless	
  otherwise	
  noted,	
  this	
  work	
  is	
  licensed	
  under	
  a	
  Crea4ve	
  Commons	
  A8ribu4on-­‐NonCommercial-­‐
                                                                 ShareAlike	
  3.0	
  Unported	
  License.




Thursday, 26 April 2012

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Creating the conditions for social business

  • 1. Creating The Conditions For Social Business CBI Conference Centre, London 25th April 2011 Steve Dale Thursday, 26 April 2012
  • 2. What is “Social Business” The term “social business” will become more ubiquitous as organisations of all types and sizes start to think of social technologies more strategically as business tools, not just marketing channels. And then it will eventually become a meaningless phrase as we come to that all business is, at its realize core, social. Jen McClure, Thomson Reuters Thursday, 26 April 2012
  • 3. •  !"#$%&''&()$*+,,*-$ •  !!"#$%#$&'(&)#*+,'-.#,.)# •  !"#$%&$'()$*$+,-$+%./,0$ -,)*$.&/$0+&1,2$3,2$ .$/(*'#0)+(*#1'*2$30.# 1(2/,$/+$/13%45,)5$5%$ 4/5$ .,/4#*.#56(7)38#9*/):$$;8# 56(1$/)$56($7%4830,.($ •  6#$7&''&()$3&,8,-$(9$ <=.1*/)#$3#>(&;)+?&# •  9!#$%&$'()$*$2%7)0%,2$ 8()*,)*$-:/2,4$()$ •  @0*3-14$&)#*&+#-*:')-# :),:56%4/+(2$ ;/8,7((<$,/8:$ %()*:$ The world is changing. .4(10)&-.#&$6#$,-1*/)# ,330/.,;%)+$,5$0(,+5$ AB.C# %).($3(4$7((8$5%$<(5$ People are empowered like never •  =&<&3,4&/$:(-*-$>?$ 7&''&()$/2@8',-$ # 56(/4$=%>$2%)(?$ @$,3/)D#A)6#?&-)3&)-#*&+#E0)3(/*&#>(%)# $ before A(B28,C$!#$-*B))&)D$-(8&/'$%,4&/$ A3$F)/-C# @$,3/)D#?GB#A3)+(/H$&.#%$3#IJKI# @%:4.(A$B4(+./()5$C/</5,0$$ -*/@-@8-$75$E,F$GB''/-$ $ $$$$$ ## Thursday, 26 April 2012
  • 4. Enterprise Social Networks - what should they deliver? Immediacy Serendipity Transparency Enable Honest and Access to data discovery of ethical anytime, new behaviour anywhere, any information. through device openness. Source: BroadVision Inc. Thursday, 26 April 2012
  • 5. The Emerging Transition to Social Business Models 20th Century 21st Century •Non-social Interaction •Pervasive Social Interaction •Value in Transactions •Value in Relationships •Business Stability •Business Flux •Well-defined Industries •Industry Transformation •One-way Markets •Two-way Markets •Limited Information •Information Abundance Forces •Resource Abundance •Ambient Communications •Resource Constraints Institutions •Global Information Flows •Social Computing Communities •Market Discontinuity Source: Dion Hinchcliffe 2010 Thursday, 26 April 2012
  • 6. The Power Of Social You will need to know this sometime Youso sometime so I You will need to will need to We share whatshare what we We we know this sometime I know this so I will send willto youtowill send it to you it send it you We share what know know now. now. now. we know I know I can find what I need when I need it. Email Social Media Model Model Source: IBM and S Mcrae www.smcrae.com Thursday, 26 April 2012
  • 7. Social Business Dynamics !"#$%&'()*$%+',,)%$)*$%(-+.) /-,.%"'$)01232'"'1.) !"#$%"&'()%*+$,,$,( !1.'$134) 8*+0&'(-37(9(-5&""$',( 08.'$134) !"#$%"&'(-*../"01$,( /%""-156',) :"'0"$(-*../"01$,( /%""-156',) 7)*$%+',,',) -5&"6$(7&"&6$.$"#( 7)*$%+',,',) 2/,0"$,,(3/'$,( 2/,0"$,,(4/"+1*",( 2/,0"$,,(4/"+1*",( 2/,0"$,,(3/'$,( 9+6%13:4')!1,52;.,) /-,.%"'$)08#'$5'1+') !"#$%&'()*+#&,&-.#/+0*$&,,/-1"$-22234"%/*,&+0&$5$/4&3/0-- Thursday, 26 April 2012 A Social Business is like an organism that adapts to its environment and is thus able to consciously and frequently re-calibrate itself and the experience provided to its constituents based on intercepted stimuli.
  • 8. Social Business Maturity Model Social Island Channel Community Business Culture Isolated Inside-out Permeable People-centric Organisational Unaware Organic Experience-driven Process-driven Approach Community Defined roles & Integrated roles & None Informal Management processes processes Customer None Push Engagement Co-creation Involvement Social Social CRM Enterprise Social None Experimental Software + Technology Social Intelligence Integrated Web Tools Based on an original by Emanuele Quintareli Thursday, 26 April 2012
  • 9. ...but technology can influence human behaviour! Thursday, 26 April 2012
  • 10. What are the challenges? What are the obstacles? Thursday, 26 April 2012
  • 11. Seven Challenges To Effective Social Business Implementation 1. Fear of change. 2. Command-and-control. 3. Profusion of tools.  4. Lack of integration. 5. Competition from free public social networks.  6. Compliance requirements. 7. Fit with business processes and workflows. Thursday, 26 April 2012
  • 12. 1. Fear of Change 2. Power & Control Enterprise, collaboration tools can be viewed as a threat to individual power, managerial control, company tradition and privacy. In order for collaboration tools to really take hold, a cultural shift must take place. Thursday, 26 April 2012 Kim Jung Un - North Korea Fear of change. People are generally risk-averse. Organisations more so, after all they are accountable to shareholders and other stakeholders. “Donʼt fix it if it isnʼt broken” is the usual mantra. Command-and-control. Who says every organisation wants to be transparent and flexible and invite participation from every quarter? What if senior management do not want a pluralist organisation where democracy rules?
  • 13. 3. Profusion of tools In a creative economy it is only the self-selection of the best tools that more productive work can be assured. Source: Harold Jarche Thursday, 26 April 2012 Profusion of tools. The explosion of social software tools is a source of great innovation, but also a lot of confusion. Organisations can easily end up with several enterprise social networks used by different teams or departments, or for different purposes, along with social applications for purposes such as project management or employee recognition, each coming with their own user profiles and activity steams and notions of how connections are formed.
  • 14. 4. Lack of Integration Knowledge workers spend up to 30% of their time each day looking for data. Source: Butler Group 50% of employee searches for specific data fail to find the data. Source: IDC Static intranets and e-mail are not effective for helping employees find the information they are looking for. Thursday, 26 April 2012 Lack of integration. A legacy patchwork of IT solutions that have only ever been superficially integrated and where every application has a threshold of “good enough” integration to make the system usable but never quite perfect.
  • 15. 5. Competition from free public social networks More than a third of enterprise employees are working outside the firewall and need tools that keep them connected with their peers and business applications. Source: Forrester Thursday, 26 April 2012 Competition from free public social networks. Staff will inevitably compare their experience on an enterprise social network with the one they enjoy on consumer sites such as Facebook. This can be a problem if the enterprise experience suffers by comparison by being awkward to navigate, frustrating to use, or missing important features.
  • 16. 6. Compliance Requirements Social technology tools are being used in the workplace which lack the security and integration an enterprise requires. Organisations must incorporate collaboration platforms holistically, as a long-term, strategic investment. They must meet the security standards and integrate within the corporate environment. Source: tibbr Thursday, 26 April 2012 Compliance requirements. Regulated industries such as financial services and healthcare must pay particular attention to whether an enterprise social network meets compliance requirements such as data archiving. Moreover, they might tend to see more risk than benefit in a technology that makes it easy to share information widely when they have a responsibility to keep some categories of information under tight control. Different people within the organisation have access to different kinds of information. Companies need the ability to grant access appropriately, creating information hierarchies if necessary. Collaboration technology must provide administrative control over the network, including user and group management.
  • 17. 7. Fit with business processes and workflows There is a growing need for applications that are always “in sync” and available anytime, anywhere, any device. Thursday, 26 April 2012 Fit with business processes and workflows. Enterprise social software should ultimately make business and work processes more efficient and adaptable to a fast-changing environment (internal or external).  How will improved knowledge flows and opportunities for collaboration and co-production be channelled into the existing business/work processes?
  • 18. The Reality Despite significant and ongoing investment in enterprise social technologies, there has only been 12% adoption with the overall workforce. Source: Gartner Thursday, 26 April 2012
  • 19. What can we learn? Enterprise organisations will pay increased attention to the people who make collaboration possible and profitable. “We’ve really underinvested in support of these knowledge workers that drive 80% of the intellectual property and innovation in a lot of companies”. Craig Le Clair, Forrester. Thursday, 26 April 2012
  • 20. ...and finally, how to avoid that “Kodak” moment 1. Make your workforce the centre of your organisation. An enterprise social network takes an organisation of talented individuals and gives them tools to work as one. 2. Create one space for all. Bringing your internal activity into a social workplace is a great way to keep everyone in your company connected. 3. Identify the pinch points and blockages - and work around them. Don’t waste time and effort on people and processes that can’t or won’t change. 4. Encourage consumer/customer participation Build direct relationships. Co-design products and services. 5. Measure the right things. But remember - not everything that counts can be counted. 6. Agile is the new black Digital Dawinism is the evolution of consumer behaviour when society and technology evolve faster than your ability to adapt. (Brian Solis) Thursday, 26 April 2012 Make your workforce the centre of your organisation. An enterprise social network takes an organisation of talented individuals and gives them tools to work as one. The companyʼs success is fuelled by employee interaction, conversations, and collaborative work. Thanks to enterprise social software, you can build a company where employees work as one, using transparency and collaboration. Create one space for all. Bringing your internal activity into a social workplace is a great way to keep everyone in your company connected. Often the enterprise social network is the one place where Sales and Marketing can live in harmony. A company or private social network provides a place where teams share important information, identify company experts, and collaborate on projects. It becomes an all-in-one collaborative workspace for your companyy. Intranets, on the other hand, lack the social networking tools such as activity streams, messaging, and quick posting that are critical to collaborative work. Even if companies want and push teams or departments to collaborate, ultimately they find that their Intranet is not conducive to building a company-wide community.
  • 21. Email:  steve.dale@collabor8now.com Twi8er:  @stephendale Twi8er:  @collabor8now Profile:  h8p://about.me/stephendale Unless  otherwise  noted,  this  work  is  licensed  under  a  Crea4ve  Commons  A8ribu4on-­‐NonCommercial-­‐ ShareAlike  3.0  Unported  License. Thursday, 26 April 2012