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Salmons and
Ghost Cities


Challenges and solutions for the Social Enterprise


Emanuele Quintarelli
Digital Transformation Leader, Ernst & Young
@absolutesubzero - www.socialenterprise.it
5 facts about the Social Enterprise
FACT 1
Companies and employees
are flocking to the Social
Enterprise
•  83% of companies use at least one social technology (McKinsey 2013)
•  Social software will be important or somewhat important to 86% of
organizations in 3 years from now (MIT 2012)
•  Social technologies are employed by 79% of organizations (Gartner 2013)
FACT 2
It’s a new paradigm that
millenials expect and
demand 
•  By 2025 75% of workers will be millenials. 45% of them would trade
salary for mobility (IBM)
•  Millenials are disrupting the workplace. They are mobile, connected.
transparent. They collaborate and multitask (Forrester)
•  Millenials don’t like hierarchies, boundaries, privacy, command & control
FACT 3
Social enterprise means
introducing social software.
Deploy it & they will come
•  81% of the budget goes to platform implementation in organizations with
80k+ employees
•  50%+ organizations have no formal or informal community management

Source: Digital Workplace Report 2013
FACT 4
Once you get started,
employees won’t ever be
able to live without it
•  “Did you know that social software is having a dramatic impact on the
way people work? It's true. Today, social software is fundamental to real
work getting done” (IBM)
•  “Hundreds of companies have been using social collaboration in largescale deployments for years and reporting sizable, measurable
benefits” (Jive)
•  PUT ANY OTHER VENDOR YOU LIKE HERE…….
FACT 5
Your efficiency, productivity
and profitability will never
be the same again
•  90% of executives whose companies use social tools report measurable
benefits
•  Social software can unlock $900 – $1300 B value in 4 sectors
•  Social Enterprise saves knowledge workers 28h / week and improves
their productivity 20-25%

Source: McKinsey 2012-2013
How many of you have seen such results?
Are you still drinking the Kool-Aid?
BLUE PILL or RED PILL?

“This is your last chance. After this, there is no turning
back” THE MATRIX
Back to Reality
•  Only 28% of knowledge workers actually
use collaborative tools at least monthly 
•  Gen Y won’t change workplace collaboration.
The most active group is Gen X not Y. 
•  Only 22% of social workers consider social
software indispensable to get work done
•  55% of social workers only uses one tool
regardingless from the richness of platforms
•  64% of organizations achieved relatively
limited business benefits from E20
Source: Forrester Research
walking into a
“ It’s likeof skyscrapers,
forest
but they’re all empty
”

The largest ghost city of the Enterprise
Up to 50% of social initiatives will fail

90%

Source: Beeline labs, Gartner
Lack of purpose and support

Attracting people 
Keeping people

Source: Beeline labs, Gartner
Where’s the problem with people?

• 
• 
• 
• 
• 
• 

Don’t have time
Collaboration is not a priority
Knowledge is power
What’s in it for me?
How can I retain control
WTH…… is a WIKI?
What are orgs getting wrong?

• 
• 
• 
• 
• 
• 

It is not really about people
Departmental fiefdoms and political turfs
Knowledge stocks vs knowledge flows
Command & control vs Cultivate & coordinate
Rewarding doesn’t include collaboration
Transparency and openness are a chimera
Aren’t you feeling much like a salmon?
You know how this story ends..
Right?
ERASE
AND 
REWIND
No people. No party
Or do !
they?!
WHAT 
WE HAVE
LEARNED
Start from the business

G
O
A
L
S
Implementing Enterprise 2.0 (Ross Dawson, 2009)

McKinsey 2010
Co-Design is the single most critical
factor to success
Embed social in the flow
Success is about the majority

First wavers

Second wavers

From Diffusion of Innovations (Everett Rogers) & Crossing the Chasm (Geoffrey Moore)
Communities as living organisms

Potential crash

Forrester, 2008
Try. Fail. Evolve… and try again

Organizational
Evolution

Pilot(s)
Respect the fear
Pushback on being forced to change
Fear of the unknown
Comfort with the status quo 
No sense of future benefit

Roadblocks from individuals!
Group habits
Irrevocable change
Practice & technology inseparable

Roadblocks from groups!

Roadblocks from the
Organization!
Culture
Politics
Inconsistency
Time
Stick or Carrots?
The Social Enterprise is more
about meaning than about money

The Cardinal Rules of User Adoption – Dreamforce
Source: Tom Humbarger

Measure business. Not only participation

More
revenues

Cost
reduction

Better
products

Quicker
go-to-mkt

Increased
agility
Surprise people whenever you can

Measure business. Not only participation
What does a community manager do?
Multi-modal content creation

Visible
Actions

On-going facilitation
Moderation & reporting
Communicate & let it evolve


Back-channelling

Promoting positive behavior

Event planning and orchestration

Keeping an ear to the ground

Event follow-up

Nurturing relationships

Keeping people in the loop

Evangelizing (also stakeholders)

Drafting, content & discussions

Programming with participants

Monitoring & risolving disputes

Mediating organization / members

Behind the
scene
Find and nurture your Jedi knights!
Community Manager’s Traits
-  Patience
-  Networking
-  Communication
-  Facilitation
-  Good party host
-  Marketing
-  Self Motivation
-  Workhaholic tendencies
-  Organization
-  Mediation
-  Passion
-  Be honest and trustworthy
THE 
VERY
LAST 
THING
Be human and have fun!
Emanuele Quintarelli
Digital Transformation Leader, Ernst & Young

@absolutesubzero - http://www.socialenterprise.it

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Salmons and Ghost Cities. Challenges and solutions for the Social Enterprise - Social Now 2013

  • 1. Salmons and Ghost Cities Challenges and solutions for the Social Enterprise Emanuele Quintarelli Digital Transformation Leader, Ernst & Young @absolutesubzero - www.socialenterprise.it
  • 2. 5 facts about the Social Enterprise
  • 3. FACT 1 Companies and employees are flocking to the Social Enterprise •  83% of companies use at least one social technology (McKinsey 2013) •  Social software will be important or somewhat important to 86% of organizations in 3 years from now (MIT 2012) •  Social technologies are employed by 79% of organizations (Gartner 2013)
  • 4. FACT 2 It’s a new paradigm that millenials expect and demand •  By 2025 75% of workers will be millenials. 45% of them would trade salary for mobility (IBM) •  Millenials are disrupting the workplace. They are mobile, connected. transparent. They collaborate and multitask (Forrester) •  Millenials don’t like hierarchies, boundaries, privacy, command & control
  • 5. FACT 3 Social enterprise means introducing social software. Deploy it & they will come •  81% of the budget goes to platform implementation in organizations with 80k+ employees •  50%+ organizations have no formal or informal community management Source: Digital Workplace Report 2013
  • 6. FACT 4 Once you get started, employees won’t ever be able to live without it •  “Did you know that social software is having a dramatic impact on the way people work? It's true. Today, social software is fundamental to real work getting done” (IBM) •  “Hundreds of companies have been using social collaboration in largescale deployments for years and reporting sizable, measurable benefits” (Jive) •  PUT ANY OTHER VENDOR YOU LIKE HERE…….
  • 7. FACT 5 Your efficiency, productivity and profitability will never be the same again •  90% of executives whose companies use social tools report measurable benefits •  Social software can unlock $900 – $1300 B value in 4 sectors •  Social Enterprise saves knowledge workers 28h / week and improves their productivity 20-25% Source: McKinsey 2012-2013
  • 8. How many of you have seen such results?
  • 9.
  • 10. Are you still drinking the Kool-Aid?
  • 11. BLUE PILL or RED PILL? “This is your last chance. After this, there is no turning back” THE MATRIX
  • 12. Back to Reality •  Only 28% of knowledge workers actually use collaborative tools at least monthly •  Gen Y won’t change workplace collaboration. The most active group is Gen X not Y. •  Only 22% of social workers consider social software indispensable to get work done •  55% of social workers only uses one tool regardingless from the richness of platforms •  64% of organizations achieved relatively limited business benefits from E20 Source: Forrester Research
  • 13. walking into a “ It’s likeof skyscrapers, forest but they’re all empty ” The largest ghost city of the Enterprise
  • 14. Up to 50% of social initiatives will fail 90% Source: Beeline labs, Gartner
  • 15. Lack of purpose and support Attracting people Keeping people Source: Beeline labs, Gartner
  • 16. Where’s the problem with people? •  •  •  •  •  •  Don’t have time Collaboration is not a priority Knowledge is power What’s in it for me? How can I retain control WTH…… is a WIKI?
  • 17. What are orgs getting wrong? •  •  •  •  •  •  It is not really about people Departmental fiefdoms and political turfs Knowledge stocks vs knowledge flows Command & control vs Cultivate & coordinate Rewarding doesn’t include collaboration Transparency and openness are a chimera
  • 18. Aren’t you feeling much like a salmon?
  • 19. You know how this story ends.. Right?
  • 21. No people. No party
  • 22.
  • 24.
  • 26. Start from the business G O A L S Implementing Enterprise 2.0 (Ross Dawson, 2009) McKinsey 2010
  • 27. Co-Design is the single most critical factor to success
  • 28. Embed social in the flow
  • 29. Success is about the majority First wavers Second wavers From Diffusion of Innovations (Everett Rogers) & Crossing the Chasm (Geoffrey Moore)
  • 30. Communities as living organisms Potential crash Forrester, 2008
  • 31. Try. Fail. Evolve… and try again Organizational Evolution Pilot(s)
  • 32. Respect the fear Pushback on being forced to change Fear of the unknown Comfort with the status quo No sense of future benefit Roadblocks from individuals! Group habits Irrevocable change Practice & technology inseparable Roadblocks from groups! Roadblocks from the Organization! Culture Politics Inconsistency Time
  • 33. Stick or Carrots? The Social Enterprise is more about meaning than about money The Cardinal Rules of User Adoption – Dreamforce
  • 34. Source: Tom Humbarger Measure business. Not only participation More revenues Cost reduction Better products Quicker go-to-mkt Increased agility
  • 35. Surprise people whenever you can Measure business. Not only participation
  • 36. What does a community manager do? Multi-modal content creation Visible Actions On-going facilitation Moderation & reporting Communicate & let it evolve Back-channelling Promoting positive behavior Event planning and orchestration Keeping an ear to the ground Event follow-up Nurturing relationships Keeping people in the loop Evangelizing (also stakeholders) Drafting, content & discussions Programming with participants Monitoring & risolving disputes Mediating organization / members Behind the scene
  • 37. Find and nurture your Jedi knights! Community Manager’s Traits -  Patience -  Networking -  Communication -  Facilitation -  Good party host -  Marketing -  Self Motivation -  Workhaholic tendencies -  Organization -  Mediation -  Passion -  Be honest and trustworthy
  • 39. Be human and have fun!
  • 40. Emanuele Quintarelli Digital Transformation Leader, Ernst & Young @absolutesubzero - http://www.socialenterprise.it