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Social Business Unplugged
less tech – more leadership
Kasper Risbjerg @KasperRisbjerg

Erik Korsvik Østergaard @ErikQstergaard
#smwsocbiz
why
content
less tech – more leadership
competitiveness through adaption
social business
leadership through socialising
leadership through brand value

where are we today? how to get started?
competitiveness through adaption

February 19, 2014
© ProActive A/S

4
”
Berlingske Politiko, 23-Feb-2013
Bjarke Møller, Chief Editor, ”Mandag Morgen”

The most competitive
companies are able to compete
in spite of high prices and high
wages, and they are quicker to
adapt and develop new
products and service solutions
that provides consumers more
value and better customer
experiences
female shift in
leadership style

aging workforce

volatile markets

radical
sustainability

urbanisation

empowerment
through
connectivity

globalisation
February 19, 2014
© ProActive A/S

6
Steen Hildebrandt

Lars Kolind, Jacob Bøtter

the resilient organisation

UNBOSS
the purpose driven organisation

leadership
culture
people
systems
surroundings

everything is purpose driven
you have influence on solution and approach
everybody is involved
we use mechanisms, not structures

February 19, 2014
© ProActive A/S

7
organisations that survive are more
adapting, innovating, engaging

Gary Hamel
(YouTube: Reinventing management for the 21st century)
competitiveness through adaptaility
leadership and soc biz
are catalysts
social business
leadership through socialising
Kilde: CIPD Hackathon report, 2013, fra ”the MIX”: Hacking HR to build an adaptability advantage
leadership through socialising

February 19, 2014
© ProActive A/S

11
establish a circle of trust and safety

Source: Simon Sinek
it has to make sense

purpose
product
team
you
purpose driven leadership with #unboss

© Erik Korsvik Østergaard 2013
social business – unplugged
authentic and transparent
trust, care, motivation, involvement

long-lasting commitment
ready for change
social business
three business cases
• communication, dialogue, culture,
leadership

?!

• expertsystems, q&a, crowd sourcing

• single/douple-loop learning, infused
BPM
social business – plugged
present and transparent
involving and real-time
integrated and available
be present, often
create relations and broadcast results
visualise support and help
share experiences
support collaboration and sharing
support rating and commenting

TO-DO
leadership and soc biz saves money
agile and adaptable organisation
better risk management
social business (un)plugged

happier, motivated employees
less sick leave
higher employee retention rate
poll

my organisation deliberately nurtures leadership through …

less tech – more leadership

19
leadership through brand value

February 19, 2014
© ProActive A/S

21
we want loyal customers
social media refers to interaction among people in which they create and share
information in virtual communities

brands are a natural community of people identifying with each other with a shared
set of beliefs

a social business is an organization that is more open, transparent and participatory
in conversations and activity that defines markets

Source: Wikipedia
overlap?
HINT: people
employee advocacy converts 7x as much
as traditional digital marketing

Source: IBM
advocacy = sales
53% of change in sales can be attributed to advocacy

Source: The Most Powerful Brand on Earth
don’t be social for the sake of social
social media is about relationship
business cannot just be customer-centric, they
must be customer-activated - it's just table stakes

Source: IBM – The Customer-activated Enterprise
executives are struggling – we are to blame

52%
of top executives are
informed, engaged and
aligned with social
strategy

26%
have a hollistic
social business
approach

Source: Altimeter Group
consistent, predictable, rigid, tightly controlled,
homogenous
diverse, dynamic, exciting, individualized, chaotic,
uncontrolled, unpredictable
which would you rather be?
a new powerful exchange is taking place
250+ IBM senior experts & execs in Select Program
5,000+ IBM experts in Forward Thinker Program
430,000+ IBMers trained on social media
61,000,000+ IBMer social media connections
+141% reach +157% engagement
+177% amplification
what matters is the right network
establish an environment of trust
this is the step where most organizations fail

Source: Simon Sinek
when you have trust and you get that trust in place throughout
the company, people are empowered – people are free

- Angela Ahrendts, former CEO
of Burberry, now SVP at Apple
In today’s world you can only control the narrative of a
brand by focusing on (real) purpose and values
poll

which of the following outcomes can you attribute to your
social business program in the last 12 months?

less tech – more leadership

41
where are the organisations?

February 19, 2014
© ProActive A/S

43
where are the organisations?
they know, they need to act
leadership + talent management is rising
delegation leads to faster decisions and better adaption
less tech – more leadership

February 19, 2014
© ProActive A/S

44
where are the organisations?

HR has benefited twice as much from
internal socbiz as rest of the organisation
Networked Business Factbook 2012/13

modern HR with soc biz is rising
Predictions for 2014, Bersin By Deloitte

February 19, 2014
© ProActive A/S

45
benefits

higher motivation
faster decisions
less sick leave

more happiness
higher employee retention rate
adaption and competitiveness
get started
talk about it – focus on WHY
agree on your ambition and intention
engage in leadership,
both plugged and unplugged

there should not be a social strategy, but only a
customer experience strategy

less tech – more leadership
Social Business Unplugged
less tech – more leadership
Kasper Risbjerg @KasperRisbjerg

Erik Korsvik Østergaard @ErikQstergaard

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Social Business Unplugged - Why most organizations fail - less tech, more leadership - Social Media Week Copenhagen 2014

  • 1. Social Business Unplugged less tech – more leadership Kasper Risbjerg @KasperRisbjerg Erik Korsvik Østergaard @ErikQstergaard #smwsocbiz
  • 2. why
  • 3. content less tech – more leadership competitiveness through adaption social business leadership through socialising leadership through brand value where are we today? how to get started?
  • 4. competitiveness through adaption February 19, 2014 © ProActive A/S 4
  • 5. ” Berlingske Politiko, 23-Feb-2013 Bjarke Møller, Chief Editor, ”Mandag Morgen” The most competitive companies are able to compete in spite of high prices and high wages, and they are quicker to adapt and develop new products and service solutions that provides consumers more value and better customer experiences
  • 6. female shift in leadership style aging workforce volatile markets radical sustainability urbanisation empowerment through connectivity globalisation February 19, 2014 © ProActive A/S 6
  • 7. Steen Hildebrandt Lars Kolind, Jacob Bøtter the resilient organisation UNBOSS the purpose driven organisation leadership culture people systems surroundings everything is purpose driven you have influence on solution and approach everybody is involved we use mechanisms, not structures February 19, 2014 © ProActive A/S 7
  • 8. organisations that survive are more adapting, innovating, engaging Gary Hamel (YouTube: Reinventing management for the 21st century)
  • 10. leadership and soc biz are catalysts social business leadership through socialising Kilde: CIPD Hackathon report, 2013, fra ”the MIX”: Hacking HR to build an adaptability advantage
  • 11. leadership through socialising February 19, 2014 © ProActive A/S 11
  • 12. establish a circle of trust and safety Source: Simon Sinek
  • 13. it has to make sense purpose product team you
  • 14. purpose driven leadership with #unboss © Erik Korsvik Østergaard 2013
  • 15. social business – unplugged authentic and transparent trust, care, motivation, involvement long-lasting commitment ready for change
  • 16. social business three business cases • communication, dialogue, culture, leadership ?! • expertsystems, q&a, crowd sourcing • single/douple-loop learning, infused BPM
  • 17. social business – plugged present and transparent involving and real-time integrated and available be present, often create relations and broadcast results visualise support and help share experiences support collaboration and sharing support rating and commenting TO-DO
  • 18. leadership and soc biz saves money agile and adaptable organisation better risk management social business (un)plugged happier, motivated employees less sick leave higher employee retention rate
  • 19. poll my organisation deliberately nurtures leadership through … less tech – more leadership 19
  • 20.
  • 21. leadership through brand value February 19, 2014 © ProActive A/S 21
  • 22. we want loyal customers
  • 23. social media refers to interaction among people in which they create and share information in virtual communities brands are a natural community of people identifying with each other with a shared set of beliefs a social business is an organization that is more open, transparent and participatory in conversations and activity that defines markets Source: Wikipedia
  • 25. employee advocacy converts 7x as much as traditional digital marketing Source: IBM
  • 26. advocacy = sales 53% of change in sales can be attributed to advocacy Source: The Most Powerful Brand on Earth
  • 27. don’t be social for the sake of social social media is about relationship
  • 28. business cannot just be customer-centric, they must be customer-activated - it's just table stakes Source: IBM – The Customer-activated Enterprise
  • 29. executives are struggling – we are to blame 52% of top executives are informed, engaged and aligned with social strategy 26% have a hollistic social business approach Source: Altimeter Group
  • 30. consistent, predictable, rigid, tightly controlled, homogenous
  • 31. diverse, dynamic, exciting, individualized, chaotic, uncontrolled, unpredictable
  • 32. which would you rather be?
  • 33.
  • 34. a new powerful exchange is taking place
  • 35.
  • 36. 250+ IBM senior experts & execs in Select Program 5,000+ IBM experts in Forward Thinker Program 430,000+ IBMers trained on social media 61,000,000+ IBMer social media connections
  • 37. +141% reach +157% engagement +177% amplification what matters is the right network
  • 38. establish an environment of trust this is the step where most organizations fail Source: Simon Sinek
  • 39. when you have trust and you get that trust in place throughout the company, people are empowered – people are free - Angela Ahrendts, former CEO of Burberry, now SVP at Apple
  • 40. In today’s world you can only control the narrative of a brand by focusing on (real) purpose and values
  • 41. poll which of the following outcomes can you attribute to your social business program in the last 12 months? less tech – more leadership 41
  • 42.
  • 43. where are the organisations? February 19, 2014 © ProActive A/S 43
  • 44. where are the organisations? they know, they need to act leadership + talent management is rising delegation leads to faster decisions and better adaption less tech – more leadership February 19, 2014 © ProActive A/S 44
  • 45. where are the organisations? HR has benefited twice as much from internal socbiz as rest of the organisation Networked Business Factbook 2012/13 modern HR with soc biz is rising Predictions for 2014, Bersin By Deloitte February 19, 2014 © ProActive A/S 45
  • 46.
  • 47. benefits higher motivation faster decisions less sick leave more happiness higher employee retention rate adaption and competitiveness
  • 48. get started talk about it – focus on WHY agree on your ambition and intention engage in leadership, both plugged and unplugged there should not be a social strategy, but only a customer experience strategy less tech – more leadership
  • 49. Social Business Unplugged less tech – more leadership Kasper Risbjerg @KasperRisbjerg Erik Korsvik Østergaard @ErikQstergaard

Editor's Notes

  1. BRAND ADVOCATES = 0.001% OF BRAND BASEaccounts for 10-30% of itsearned media