soccnx iii - a social revolution... "can i control that?"
DESCRIPTION
Speakers: Femke Goedhart 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)? Do you set up predefined structures and communities (pushing) or allow users to instigate the community building, opening up the floor to free input and self-empowerment? 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
A social revolution...Can I control that??
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@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 BPM Writing
Connections Friend
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“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
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Data driven
TraditionalBusiness F1 = Commit F10 = Exit
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Connection driven5
Company
Employee
Internal External
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Social = Tools?
Home pageSee what's happening across your social network
BlogsPresent your own ideas, and learn from others
CommunitiesWork with people who share common roles and expertise
FilesPost, share, and discover documents, presentations, images, and more
Micro-bloggingReach out for help your social network
ProfilesFind the people you need
WikisCreate web content together
Social AnalyticsDiscover who and what you don’t know via recommendations
ActivitiesOrganize your work and tap your professional network
BookmarksSave, share, and discover bookmarks
ForumsExchange ideas with, and benefit from the expertise of others
Ideation BlogsGather structured feedback through Ideation Blogs from customers/employees
Media GalleryUpload images and videos for viewing and share inline in community
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NO!
HelloHi!
It’s about being engaged, tools are just a medium
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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!
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Social?
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Collaborate
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Attract & Retain Talent
Improve Morale & Satisfaction
Enhance Productivity
Drive Growth & Performance
Foster Innovation
Reduce Risk
Benefits of being social
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• 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
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Rigid Hierarchical structures
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Good day!
How Can I help?
Hi
Welcome
What do you think?
What are you working
on?
Did you see this?
Or is a new way of connecting needed?
Ehh?
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Community: An interactive group of people joined together by a common
topic of interest.
Join forces
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User typesThe 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
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User typesThe 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
Lurker?
Text
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Governance
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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
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Etiquette
Manners depend on culture, location and context while principles remain.
Growing and evolving, not static!
Etiquette = Manners + Principles
Respect Honesty Consideration
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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
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Commitment
Involvement Loyalty Responsibil
ity
Give the right support for what you ask
Encouragement & empowerment
Leadership
Contracts, policies, guidelines, NDA’s, Monitoring
Training, support & education
Openness Transparency Respect Trust
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Lead by Example
Practise what you
preach
• Train the Trainer• Early Adopters• Champions
• Leadership!
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Train
Teach
Learn
Explore
Experiment
Keep it positive
Don’t tell them what they do wrong, tell them how to do it better!
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And when they mess up?!?
Identify
Correct
Learn
Educate
Extrapolate
Incorporate
You can’t undo what has already been done but you can
learn from it!
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Negative feedback and criticism
• 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
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Engage
Respond
Validate
Acknowledge
Power of a thank you
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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
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• 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?
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Starting a social revolutionAnalyze your
corporate culture
Identify your ‘win’ points
Identify potential
risks/restrictions
Set up guidelines &
policies
Determine the tools you
needCreate
training / campaign materials
Locate possible
champions and early adopters
Energize management
Spread the news!
Monitor and evaluate
celebrate
ActivateEnergize
Iterate & Improve
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Starting a social revolutionAnalyze your
corporate culture
Identify your ‘win’ points
Identify potential
risks/restrictions
Set up guidelines &
policies
Determine the tools you
needCreate
training / campaign materials
Locate possible champions and early adopters
Energize management
Spread the news!
Monitor and evaluate
Don’t wait for the perfect moment:
GO FOR IT!
celebrate
ActivateEnergize
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De toekomst?
SOCIAL
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