Creating the conditions for social business

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Everyone is talking about “Social Business” – but what does it mean and is it just the latest fad? Greater customer satisfaction, more innovation, faster access to knowledge; agile processes delivered via a people-centred organisation. These are just some of the benefits being tantalising promised by the advocates. Why wouldn’t every organisation flock to this vision of an agile, connected, transparent, people-centred and more efficient business? Hesitation is natural but every day counts in a world where social technology trends develop over weeks. Those at the forefront will gain most. There is only so long a business can wait before it is left behind. Competitors and customers will move on. Attracting new talent will become more difficult; employees become moribund. So maybe doing nothing is the new business risk?

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Creating The Conditions For Social Business:

Creating The Conditions For Social Business CBI Conference Centre, London 25th April 2011 Steve Dale

What is “Social Business”:

What is “ Social Business ” The term “ social business ” will become more ubiquitous as organisations of all types and sizes start to think of social technologies more strategically as business tools, not just marketing channels. And then it will eventually become a meaningless phrase as we come to realize that all business is, at its core, social . Jen McClure, Thomson Reuters

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The world is changing. People are empowered like never before

Enterprise Social Networks - what should they deliver?:

Enterprise Social Networks - what should they deliver? Enable discovery of new information. Serendipity Honest and ethical behaviour through openness. Transparency Access to data anytime, anywhere, any device Immediacy Source: BroadVision Inc.

The Emerging Transition to Social Business Models :

The Emerging Transition to Social Business Models 20th Century 21st Century Non-social Interaction Value in Transactions Business Stability Well-defined Industries One-way Markets Limited Information Resource Abundance Pervasive Social Interaction Value in Relationships Business Flux Industry Transformation Two-way Markets Information Abundance Resource Constraints Communities Institutions Forces Ambient Communications Global Information Flows Social Computing Market Discontinuity Source: Dion Hinchcliffe 2010

The Power Of Social:

The Power Of Social You will need to know this sometime so I will send it to you now. You will need to know this sometime so I will send it to you now. You will need to know this sometime so I will send it to you now. Email Model We share what we know We share what we know We share what we know S o c i a l M e d i a M o d e l I know I can find what I need when I need it.

Social Business Dynamics:

Social Business Dynamics

Social Business Maturity Model:

Social Business Maturity Model Island Channel Community Social Business Culture Isolated Inside-out Permeable People-centric None Community Management Informal Defined roles & processes Integrated roles & processes Customer Involvement None Push Engagement Co-creation Organisational Approach Unaware Organic Process-driven Experience-driven Social Technology None Experimental Social CRM Social Intelligence Enterprise Social Software + Integrated Web Tools Based on an original by Emanuele Quintareli

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...but technology can influence human behaviour!

What are the challenges?:

What are the challenges?

Seven Challenges To Effective Social Business Implementation:

Seven Challenges To Effective Social Business Implementation Fear of change. Command-and-control . Profusion of tools . Lack of integration. Competition from free public social networks Compliance requirements. Fit with business processes and workflows.

In order for collaboration tools to really take hold, a cultural shift must take place.:

In order for collaboration tools to really take hold, a cultural shift must take place. Enterprise, collaboration tools can be viewed as a threat to individual power, managerial control, company tradition and privacy. 1. Fear of Change 2. Power & Control

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In a creative economy it is only the self-selection of the best tools that more productive work can be assured. Source: Harold Jarche 3. Profusion of tools

Static intranets and e-mail are not effective for helping employees find the information they are looking for.:

Static intranets and e-mail are not effective for helping employees find the information they are looking for. 4. Lack of Integration

5. Competition from free public social networks:

More than a third of enterprise employees are working outside the firewall and need tools that keep them connected with their peers and business applications. Source: Forrester 5. Competition from free public social networks

6. Compliance Requirements:

6. Compliance Requirements Social technology tools are being used in the workplace which lack the security and integration an enterprise requires. Source: tibbr Organisations must incorporate collaboration platforms holistically, as a long-term, strategic investment. They must meet the security standards and integrate within the corporate environment.

7. Fit with business processes and workflows:

7. Fit with business processes and workflows There is a growing need for applications that are always “ in sync ” and available anytime, anywhere, any device.

The Reality:

The Reality Despite significant and ongoing investment in enterprise social technologies, there has only been 12% adoption with the overall workforce. Source: Gartner

What can we learn?:

What can we learn? Enterprise organisations will pay increased attention to the people who make collaboration possible and profitable. “ We ’ ve really underinvested in support of these knowledge workers that drive 80% of the intellectual property and innovation in a lot of companies ” . Craig Le Clair, Forrester.

...and finally, how to avoid that “Kodak” moment:

Make your workforce the centre of your organisation. An enterprise social network takes an organisation of talented individuals and gives them tools to work as one. 2. Create one space for all. Bringing your internal activity into a social workplace is a great way to keep everyone in your company connected. 3. Identify the pinch points and blockages - and work around them . Don ’ t waste time and effort on people and processes that can ’ t or won ’ t change. 4. Encourage consumer/customer participation Build direct relationships. Co-design products and services. 5. Measure the right things. But remember - not everything that counts can be counted. 6. Agile is the new black Digital Dawinism is the evolution of consumer behaviour when society and technology evolve faster than your ability to adapt. (Brian Solis) ...and finally, how to avoid that “ Kodak ” moment

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Unless otherwise noted, this work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Email: steve.dale@collabor8now.com Twitter: @stephendale Twitter: @collabor8now Profile: http://about.me/stephendale

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