blug 2012: get social but not that social
DESCRIPTION
Presentation giving during BLUG Conference at Antwerp 23 -3-2012 "Company regulation versus personal individuality, how do you get your employees to be responsible partners in a Social Business and how do you weigh freedom versus restriction? The whole Social Business idea is based on the idea of each individual having an intrinsic value to the organization that isn't necessarily linked to its role within the organization alone. This begs the question of how to tap this resource without losing control and how to implement and regulate the changes that are going to be needed. How much of this can you regulate (top-down) and how much do you allow to evolve (bottom-up)? Setting up predefined structures and communities (pushing) versus allowing users to instigate the community building, allowing free input and self-empowerment (pulling). This session will highlight the difficulties and choices a company will face while making the transition into a Social Business and offer ideas and guidelines on how to do so."TRANSCRIPT
Get social but not THAT social
@FemkeGoedhart
Business Consultant blogger passionate Critical Usability Social Media Creative Redbook Thought Leader IBM
Development Silverside Document Management Co-worker Listener Consultant Lotus Runner Social Business volunteer Enthusiastic Tester Author languages Judge Administration
Functional design Business process modelling Connections Friend
Until proven differently: Life is Awesome!
“An organization that has put in place the strategies, technologies and processes to systematically engage all the individuals of its ecosystem (employees, customers, partners, suppliers) to maximize the co-created value”
http://www.socialbusinessforum.com/what-is-social-business/
Social Business
Data driven
TraditionalBusiness F1 = Commit F10 = Exit
Connection driven
Company
Employee
Internal External
Social = Tools?
Home page See what's happening across your social network
Blogs Present your own ideas, and learn from others
Communities Work with people who share common roles and expertise
Files
Post, share, and discover documents,
presentations, images, and more
Micro-blogging Reach out for help your social network
Profiles Find the people you need
Wikis
Create web content together
Social Analytics Discover who and what you don’t know via recommendations
Activities Organize your work and tap your professional network
Bookmarks Save, share, and discover bookmarks
Forums Exchange ideas with, and benefit from the expertise of others
Ideation Blogs Gather structured feedback through Ideation Blogs from customers/employees
Media Gallery Upload images and videos for viewing and share inline in community
NO!
Hello Hi!
It’s about being engaged, tools are just a medium
Culture Culture Talk Critical Culture Openness Creative Learn
Transparency Culture Culture Listen Culture Discuss Culture Nimble voluntary Enthusiasm adoption Trust Culture
Communication Culture Consideration Culture
Responsibility respect Culture mentality contribution
IT’S ALL ABOUT CULTURE!
Social?
Collaborate
Attract & Retain Talent
Improve Morale &
Satisfaction
Enhance Productivity
Drive Growth &
Performance
Foster Innovation
Reduce Risk
Benefits of being social
• 87% of IBMers collaborating with others in communities increase their skills
• 84% are able to access experts quicker
• 74% increase their productivity
• 64% improve their personal reputation
Social benefits
IBM Market Insigths, July 2007 Survey of over 2200 GTS Employees
Rigid Hierarchical structures
Good day!
HELP!
How Can I help?
Hi Welcome Hello
What do you think?
What are you
working on?
Did you see this?
Can someone help me?
Or is a new way of connecting needed?
Community: An interactive group of people joined together by a common topic of interest.
Join forces
User types
The Creator: Creates and shares content, writes blogs, instigates change and starts creative processes
The Critic: Responds to content created by others, reviews and updates Wikis
The Collector: Organizes data, collects bookmarks, tags others data, loves to structure in Communities
The Joiner: A conversationalist who loves to be connected and to communicate but doesn’t necessary adds or updates much content
The Spectator: The silent onlooker. Consumer of data but hardly ever contributes or joins in the conversation
The Inactive: The ones that are there but not there. Those that simply won’t use Social Business and will if possible revert back to old structures and sources
Governance
Guidelines & Policy
• Stimulate versus regulate
• Involve your users and ask them for input. They are much more likely to follow and feel connected to it if you do.
• Refer to existing contract stipulations, NDA’s & Code of Conduct, don’t simply repeat what is in there already
• Make it relevant to your situation
• Don’t make it overly broad. You will never catch all possible situations
Etiquette
Manners depend on culture, location and context while principles remain.
Growing and evolving, not static!
Etiquette = Manners + Principles
Consideration Honesty Respect
Connecting across cultures requires understanding and respect.
Culture, location & context
The most effective means of etiquette control rely less on rules and sanctions, and more on norms, values and the influence of peers.
http://public.dhe.ibm.com/common/ssi/ecm/en/epw14014usen/EPW14014USEN.PDF
• Governance board
• Community managers
• Education & training
• Materials & resources
• Ongoing monitoring and evaluation
Control
Commitment
Involvement
Loyalty
Responsibility
Trust or control?
Contracts, policies, guidelines, NDA’s, Monitoring
Openness
Transparency
Respect
Trust
Training, education, support
Encouragement & empowerment
Leadership
Lead by Example
Practise what you
preach
• Train the Trainer
• Early Adopters
• Champions
• Leadership!
Train
Teach
Learn
Explore
Experiment
Keep it positive
Don’t tell them what they do wrong, tell them how to do it better!
Identify
Correct
Learn
Educate
Extrapolate
Incorporate
And when they mess up?!?
You can’t undo what has already been done but you can learn from it!
Engage
Respond
Validate
Acknowledge
Power of a thank you
• Choose the right platform: Private vs. public?
• Always try to see the bigger picture. What is it that you want to achieve: Educate or Correct?
• Peer-reviews
Negative feedback and criticism
Learning curve, let your users
experiment
Initial spike in ‘irrelevant’ content
Give the social process a chance to
correct itself
Make people aware what your goals are
but let them find their own ways of doing so
An irrelevant discussion might lead
to relevant content
Anarchy & ‘lolcats’?
• Respect the stake everyone has in the process
• Make sure you specify clear guidelines
• Make sure people know where to turn to for help
External facing
Why should external facing behaviour be different from
internal behaviour if you trust your
people to be responsible?
Starting a social revolution
Analyze your corporate culture
Identify your ‘win’ points
Identify potential risks/restrictions
Set up guidelines & policies
Determine the tools you need
Create training / campaign materials
Locate possible champions and early adopters
Energize management
Spread the news!
Monitor and evaluate
celebrate
Activate Energize
Iterate & Improve
Don’t wait for the perfect moment: JUST DO IT!
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