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From Social Media to Social Business

Dr. Jim Hamill

Business Fellow

University of Strathclyde Business School

jim.hamill@energise2-0.com

@drjimhamill

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A conversationnot a broadcast presentation

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The times they are a changin'

• Current leading-edge thinking is that we are on the verge of another tectonic shift: from Social Media to Social Business

• A Social Business is one that develops innovative new work methods and processes by applying social thinking, social strategy, social culture, social organisation and social technologies to everything it does (internally as well as externally)

• Organisations who ‘get this’ will survive and prosper - those who don’t will become 21st century dinosaurs

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In Common?

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HMV- Hopelessly Misplaced Vision

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HMV- Hopelessly Misplaced Vision

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Who Will Be Next?

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MOOCs

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The Future of Education

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Spot the Dinosaur

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Agenda

• What is Social Business and why has it become ‘mission critical’?

• Implications for the public sector organisations, private businesses and you personally?

• Some advice in ‘getting there’• Main barriers and obstacles in becoming a Social

Business/Organisation and how to overcome• Practical next steps and key takeaways

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Let’s start with a few questions?

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Do You Need to Become Social?

• Are you struggling with too many emails?

• Attending too many meaningless meetings?

• Wasting time looking for that file/information you know you have?

• Dealing with more discerning and demanding customers?

• Do you feel disengaged?

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Do You Need to Become Social?

• Can improvements be made in internal communications?

• Improvements in knowledge sharing and business processes?

• Improvements in external communications?

• Faster response times?

• Is your organisational structure too hierarchical? Does it encourage innovation?

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Productive Time

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Productivity Busters

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Global Workforce Survey 2012

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Employee Engagement

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eMail v. Social

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A Better Way to Collaborate

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What is Social Business and why has it become ‘mission critical’?

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What Is Social Business?

• A Social Business is one that develops innovative new work methods and processes by applying social thinking, social strategy, social culture, social organisation and social technologies to everything it does – to all value chain activities (sales, customer service, finance, logistics, HRM, quality, marketing, operations, internal processes, administration etc)

• Potential business benefits include improved efficiency; agility

and speed of response to rapidly changing market conditions; lower costs; increased sales; enhanced customer loyalty; employee engagement; enhanced partner and stakeholder relationships

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What Is Social Business?

• Social Business involves work methods, organisational structures and ‘mindsets’ which are radically different from the ‘Industrial Age’ command and control structures still used by the majority of organisations. The use of social media and the adoption of a social ‘mindset’ moves from the periphery to the core of your organisation

• It is no longer just about Twitter and Facebook. The key challenge is the way in which your organisation embraces and cultivates a spirit of collaboration based on open communications, internally and externally. Being lean, nimble and responsive to dynamic change based on engagement and transparency

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What Is Social Business?

• A ‘4Cs Model’ can be used to explain the business benefits of ‘being social’

• The key question to address is how can your organisation best use social technologies to build relationships and derive tangible business benefits from four main customer groups:– Existing Customers– Potential Customers– Internal Customers (Staff)– External Customers (Business Partners)

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Potential Business Benefits

Based on an in-depth analysis of 4 key sectors representing 20% of global sales, McKinsey found that social technologies could potentially contribute $900 billion to $1.3 trillion in annual value across the four sectors

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Potential Business Benefits

• Two thirds of the improvement would be from better collaboration and communication within and across enterprises

• The average knowledge worker spends an estimated 28% of the workweek managing e-mail and nearly 20% searching information or finding colleagues to help with specific tasks. Using social media can cut down this time spent searching for information and people by 35%

• Companies have an opportunity to raise the productivity high-skill knowledge workers by 20 to 25%

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McKinsey

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Not Just Productivity Improvements

• Social Marketing – more cost effective and efficient• Social Customer Service – enhanced reputation and brand

advocacy• Social HRM – improved staff engagement and loyalty• Social NPD – crowdsource NPD, faster speed to market

acceptance, more cost effective• Social Relationships - enhanced partner and stakeholder

relationships• Flexibility and speed of response• Etc

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Why Now?

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Why Now?

Social Media + Mobile + The Cloud + Big Data + Gen C

= The End of Business as Usual

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Why Now?

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The Connected Customer

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The Connected Customer is also the Connected Employee

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Some Videos(Click to Open on YouTube)

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Videos

• Social Business – Rethinking Innovation, Organization and Leadership (from LeaderLab)

• Business is changing but much of our management is still rooted in the Industrial Revolution. Why do we keep educating our leaders in old paradigms? Tear down the internal Berlin walls. Social software delivers a new paradigm for collaboration, sharing and crowdsourcing. The time has come to rethink the way we do business. Is your organisation ready?

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Rethinking Innovation……..

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Videos

• The Difference Between Social Media and Social Business, Sandy Carter of IBM

• In the age of Social Customers and Social Employees, becoming a Social Business is not an option, it is a mandate.

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IBM: Social Media v. Social Business

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Videos

• Social Media Revolution 2013

• Why Social Business has become mission critical?

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Social Business In Practice

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Don Tapscott Gov 2.0

• Don Tapscott Gov 2.0

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Company Examples Videos

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Other Salesforce Examples

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Salesforce Examples

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Boston Business Hub

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Boston Business Hub

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Boston Business Hub

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Electrolux

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Implications

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The Rules of Business Have Changed

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Lets Discuss

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Barriers and Obstacles

• Changing Organisational Culture and Work Processes is the biggest challenge NOT technology

• Requires leadership and Social Business Champions

• A range of technologies are available

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From This

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To This

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To This

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Social Business Technologies

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Practical Next Steps

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Be Social

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Getting There

• Present benefits of Social Business to the Senior Executive Team

• Seek agreement in principle for a pilot project

• Identify a priority project with potential for high ROI; agree KPIs and targets

• Get Executive Sponsorship and appoint a Social Business Champion

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Getting There

• Assemble a team of early adopters and Social Business advocates

• Project Planning and Implementation – apply Professional Project Management Procedures

• Report Results

• Develop Organisational wide Social Business Vision and Strategy

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If you don’t think this is possible become a bird

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MacroWikinomics Murmuration

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Bob Dylan (Mashed Up )

Come gather 'round peopleWherever you roam

And don’t criticiseWhat you can't understand

Your sons and your daughtersAre beyond your command

Your old road isRapidly agin‘

Then you better start swimmin’Or you'll sink like a stone

For the times they are a-changin’

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Thank YouQuestions

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Social Business at www.energise2-0.com

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Social Business at www.energise2-0.com