2. SOCIAL MEETS BUSINESS IN MANY WAYS
Social disrupts the long-standing
rules of business in many exciting Collaborative problem
and unexpected ways. It offers the solving with social styles
tempting opportunities to interact Social to support
with employees, business partners, repetitive tasks
customers, prospects and a host of
Co-creation with customers and
anonymous participants on the
partners in social channels
social Web.
Customer dialogue in social channels
Two way mass marketing in social channels
Mass marketing in social channels
In the following we will start focusing on how social can yield business
value within an enterprise/company adopting social styles
3. WHAT YOU NEED TO BELIEVE IN
• None of us is as smart as all of us
• The more people you know, the more
things you can do
• Social is the same as sharing the same
physical space / office / room… (what
about effects from giant scaling, …)
• … a community has no boundaries
• …cost of communicating has collapsed
• … transparency … openness … is a
prerequisite for value
• … cost of organising has collapsed
• …the affluence of information… the cost
of information has collapsed, hence an
information power bases…
4. POTENTIAL BUSINESS VALUE GAINS TO UNDERSTAND?
Manage the potential value creation capability Any contributor
of a community
Here value is related to everything that increases a
community's capability to solve tasks and challenges in the
Potential contributors
future among customers,
partners, vendors, etc
Provide tasks and challenges to a community
in a form to maximise value gain
Potential contributors
The tasks or challenges need to be provided to the in the company
community in a different form compared to traditional
hierarchical structures, and the value is related to how
well this is understood and performed
Select and facilitate for the most efficient
methods and styles to maximise value creation
Here value is related to a community’s range of social
styles it can take on to solve tasks and challenges Me and my closest
colleagues
PROVIDE
“ME” A TASK GET “MY” COMMUNITY’S
RESPONCE
5. KEY TAKEAWAYS
– MANAGE THE POTENTIAL VALUE CREATION CAPABILITY OF A COMMUNITY
• Allowed - culture, policy, • Transparency (as a rule)
“Open doors” versus ownership of
• This is about culture, information and power base
influencing culture and
establish the right …
• Allow for relationship
building based on any
theme
– Space Tagging “rules”?
– CSR activities can help?
6. KEY TAKEAWAYS
– PROVIDE CHALLENGES TO A COMMUNITY TO MAXIMISE VALUE GAIN
• Want – the purpose/cause, • We (many) want to be part of
mission, challenge and contribute to something
• IS the new social “just” the bigger – social purpose
same as a smart and including • Different challenges:
leadership style? – Solve problem, decide, inform,
– motivating employees and idea generation, share, influence,
classical leadership! …
• Everyone like to be seen and
recognised, this is a strong
driving factor
– Individual promotion as
“contributor specialist”?
– “community/space reward?
– Company reward as CSR
allocation?
7. KEY TAKEAWAYS
– FACILITATE EFFICIENT METHODS AND STYLES TO MAXIMISE VALUE CREATION
• Can • This is also about tools and
• Importance of controlled technology (the things that
arenas (for the company – have to be in place…)
cannot allow all company
info on just any cloud
service…)
• Quality assurance and
traceability (important in
some settings)
• Searchable (information,
competence, presence, …)
