1. Social Software
for prosperity and growth
Chris Sparshott

2. Video: Time to Think
Chris Sparshott

3. Agenda
Part 1: Change
Part 2: Growth
Part 3: Research
Part 4: Tools
Chris Sparshott

4. Part 1: Change
Chris Sparshott

5. The world has changed
Chris Sparshott

6. Inter-connected
Chris Sparshott

7. Chris Sparshott

8. http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/
Chris Sparshott

9. Inter-dependent
Chris Sparshott

10. Inter-dependent 1914
The butterfly effect can also be represented by large complex systems.
Archduke Franz Ferdinard WWI
18 December 1863 – 28 June 1914 Chris Sparshott

11. Inter-dependent 2009
1,250 New Zealanders are losing their job every week.
Peter Conway
Secretary of the New Zealand Council of Trade Unions
Stock market Chris Sparshott
Jobless

12. Inter-dependent 2009
State Department officials earlier urged Twitter to delay scheduled
maintenance work to avoid interrupting its service in Iran.
Twitter
?
YouTube
Iranian Student Shot Chris Sparshott

13. The world has changed
Every interaction has an effect
The number of interactions is increasing
Chris Sparshott

14. Part 2: Growth
Chris Sparshott

15. Statement
Business
success is
measured
in sales
Chris Sparshott

16. Statement
Sales is the
life blood
of our
business
Chris Sparshott

17. Statement
Sales is about relationships
Chris Sparshott

18. Question
How strong
are those
relationships
?
Chris Sparshott

19. Question to a member of your organisation
What do you
want for your
customers in
three years time
?
Chris Sparshott

20. Answer
I won’t be doing
this job in three
years time.
Chris Sparshott

21. So who cares?
Chris Sparshott

22. Exercise 1
Chris Sparshott

23. Prioritise the time you spend with
these customers from 1 to 6.
1 being the highest priority
• Customer might spend money today
• Customer might spend money tomorrow
• Customer might spend money this quarter
• Customer might spend money next quarter
• Customer might spend money next year
• Customer might spend money sometime
Chris Sparshott

24. Possible Result
• Customer might spend money today 1
• Customer might spend money tomorrow 2
• Customer might spend money this quarter 3
• Customer might spend money next quarter 4
• Customer might spend money next year 5
• Customer might spend money sometime 6
Chris Sparshott

25. Spot any problems?
(Where is “4”?)
Chris Sparshott

26. Question
Ask yourself,
where will future
growth come
from?
Chris Sparshott

27. Answer
*New
customers
*and existing customers Chris Sparshott

28. Exercise 2
Chris Sparshott

29. Prioritise the time you spend with these
customers from 1 to 6.
1 being the highest priority
Take into consideration future growth
• Customer might spend money today
• Customer might spend money tomorrow
• Customer might spend money this quarter
• Customer might spend money next quarter
• Customer might spend money next year
• Customer might spend money sometime
Chris Sparshott

30. Possible Result
• Customer might spend money today 1
• Customer might spend money tomorrow 2
• Customer might spend money this quarter 3
• Customer might spend money next quarter 4
• Customer might spend money next year 5
• Customer might spend money sometime 1
Chris Sparshott

31. Hang on,..
How come a customer
that might spend money
sometime in the unknown
future can be as important
as a customer that might
spend money today?
Chris Sparshott

32. It’s about the inter-dependent ecosystem
Global
customers Auckland
Customers
Christchurch
Customers
Wellington
Customers
Chris Sparshott

33. The ecosystem
spawns growth
Chris Sparshott

34. We influence the ecosystem by owning “mindshare
Chris Sparshott

35. Traditional Media
TV
Radio
Print
Chris Sparshott

36. Spray and
pray doesn’t
work
People are not
listening
Chris Sparshott

37. Connected Media
Web Pages
Comments
Blogs
Surveys
Social networking
Tweets
Aggregation
Chris Sparshott

38. How do we
make
mindshare
work for us?
Chris Sparshott

39. We need to marshal our most
important assets for growth
Our employee’s relationships
Chris Sparshott

40. It means everyone *shares
*knowledge, help, advice, friendship and goodwill with our customers
Chris Sparshott

41. It means everyone *cares
*interactions are real and mean something
Chris Sparshott

42. It means everyone does *Social Networking
*Social Networking = Sales + Marketing + PR + Knowledge
Chris Sparshott

43. There is more than anecdotal evidence to
support the value of Social Networking
Chris Sparshott

44. Part 3: Research
Chris Sparshott

45. “Value of Social Networks:
A large scale analysis on network
structure impact to financial
revenue of information technology
consultants”
http://smallblue.research.ibm.com/
Chris Sparshott

46. Objective
• To estimate the value of social networks.
• How does social capital influence productivity
• How information workers obtain information
through various communications channels and
social networks
• Measure the impact to revenue at the personal
and project level of the information workers
Chris Sparshott

47. Information workers = Consultants
Perform high quality project work
Delight the customer
Generate repeat business
Make $ for IBM
(…and to stay off the bench)
Chris Sparshott

48. What was measured?
* 2600 IBM business
consultants over 2
years (2006-2008)
* Across 70 Countries
* Derive the network of
350k employees
* Overall observation
of 10k consulting
projects
Chris Sparshott

49. What was measured?
* People Interaction
(email and IM)
* Detailed and objective
performance measurements
of the consultants
* Number of billable hours
* Number of projects
* Revenue generated
* Explore relationship between
social network and
productivity of those
consultants
Chris Sparshott

50. Conducted 15 intensive interviews
Efficient access to information
Timely access to valuable
information results in higher
quality decision making
Chris Sparshott

51. Results
The value of
each person in
your address
book is $948
Chris Sparshott

52. Results
Not
Friends
YOU
Friends
Friends
When friends of your friends are not friends of
each other or belong to the same social group. =
276.64% increase in monthly revenues
Chris Sparshott

53. Results
One strong link to your manager Manager
You is worth $588.20 /month
Having managers in a project is
correlated with team
performance initially.
Too many managers in a project
is negatively associated with
team performance Manager
You
One weak link to your manager
costs $98.48 /month
Chris Sparshott

54. Results
• Attributes of your network, human capital, power and
status have a unique relationship with work performance
• No performance relationship for
– access to different divisions
– access to different geographical locations
– gender distribution
Chris Sparshott

55. There is value to businesses in encouraging
external collaboration & social networking
Chris Sparshott

56. Part 4: Tools
Enterprise Tools
Free Tools
Chris Sparshott

57. Video: How many friends do you have?
Chris Sparshott

58. Chris Sparshott

59. Chris Sparshott

60. Chris Sparshott

61. Chris Sparshott

62. Chris Sparshott

63. Chris Sparshott

64. Chris Sparshott

65. Chris Sparshott

66. Chris Sparshott

67. Chris Sparshott

68. Chris Sparshott

69. Chris Sparshott

70. Chris Sparshott

71. Business benefits
*Find hidden expertise
*Reduce time to find and
access knowledge
sources
*Reduce email and
telephone usage
*Personal mindshare
Chris Sparshott

72. Chris Sparshott

73. http://www.ibm.com/developerworks/
Chris Sparshott

74. Chris Sparshott

75. Chris Sparshott

76. Chris Sparshott

77. Business benefits
*Build communities
*Manage interactions
with customers and
partners
*Help each other
*Deliver additional
services
*Gain mindshare
Chris Sparshott

78. FREE Tools
Chris Sparshott

79. Wordpress - Free
* Hosting Costs
* More hits than ibm.com/nz website
Chris Sparshott

80. Slideshare - Free
Chris Sparshott

81. Twitter - Free
Twitter (Global Instant Messaging)
Stay current
- Identify community
- Provide value
Chris Sparshott

82. LinkedIn - Free
Chris Sparshott

83. Chris Sparshott

84. Chris Sparshott

85. Chris Sparshott

86. Chris Sparshott

87. Chris Sparshott

88. Chris Sparshott

89. Chris Sparshott

90. Business benefits
*Build communities around
companies products and
services
*Utilise existing frameworks
*Provide light weight client
interaction
*Generate F2F interactions
*No license costs
Chris Sparshott

91. Community Funnel
Online Community
Meet-ups
F2F
Sales
Pipeline
Chris Sparshott

92. Increased Prosperity & Growth =
Community + Participation
Chris Sparshott

93. My Journey – I did…
• Blogged on Blogger
• Upload presentations to Slideshare
• Started tweeting
• Self host Blog to Wordpress, chrissparshott.com
• Used Scribd
• Built LinkedIn network (on-going)
• Built videos for blog
• Launched LinkedIn community groups
• Started product based meet-ups
Chris Sparshott

94. My Journey – Benefits…
• Increased reach and influence for IBM
• Increased visibility of IBM to customers
• Clients support each other
• Support direct sales efforts
• Customer case studies
• Recognised within IBM as an expert
• Mentor IBM employees and start-ups
• Present at events
• Had a lot of fun ;o)
Chris Sparshott

95. Chris Sparshott
chris_sparshott@nz.ibm.com
0064 (0)21 574 696
(Sparkbouy)
sparkbouy@gmail.com
Portfolio
http://www.slideshare.net/sparkbouy/slideshows
Blog
http://chrissparshott.com
IBM
chris_sparshott@nz.ibm.com
Chris Sparshott

96. Flickr and Links
• http://www.flickr.com/photos/tessawatson/308774675/
• http://www.flickr.com/photos/erica_marshall/2885783824/
• http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png
• http://www.flickr.com/photos/whatknot/714338893/
• http://www.flickr.com/photos/indigente/798304/
• http://net.lib.byu.edu/estu/wwi/bio/f/franzfrd.html
• http://en.wikipedia.org/wiki/Archduke_Franz_Ferdinand_of_Austria
• http://www.flickr.com/photos/22746515@N02/324050779
• http://www.flickr.com/photos/traftery/3235920577/
• http://www.flickr.com/photos/12392252@N03/2445045132/
• http://www.latimes.com/news/nationworld/world/la-fgw-twitter18-2009jun18,0,5845567.story
• http://www.thestranger.com/seattle/paul-constant-reviews-twitter/Content?oid=1774875
• http://www.flickr.com/photos/romanlily/3130507637/
• http://www.flickr.com/photos/leecullivan/141114012/
• http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/
• http://www.flickr.com/photos/lwr/101286819/in/set-72057594065740447/
• http://www.flickr.com/photos/thecampbells/3005650135/
• http://www.flickr.com/photos/codepo8/2122763472/
• http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/
• http://www.flickr.com/photos/leecullivan/252515890/
• http://www.slideshare.net/debs/f-o-w-a-marketing-workshop-2007b
• http://www.flickr.com/photos/amagill/180202581/
• http://www.flickr.com/photos/davesandford/3184810369/
• http://www.flickr.com/photos/clappstar/178050837/
• http://www.flickr.com/photos/sharynmorrow/1923985105/
• http://www.flickr.com/photos/kalieye/3265551769/
• http://www.flickr.com/photos/gabenl/2617316249/
• http://www.flickr.com/photos/nathanwells/1199095941/
• http://www.flickr.com/photos/minifig/95040634/
• http://www.flickr.com/photos/blah_oh_well/302469907/
Chris Sparshott