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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