Getting Social… in and out of Business

Andy Piper@andypiper ~ andypiper.co.uk

social bridgebuilder ~ speaker ~ techie

Essential Info! :-)

#digitalbristol@andypiper

Flickr - enable people tags!

“Social Business”?

Social business defn #1 (philanthropic)

“a social business is a non-loss, non-dividend company designed to address a social objective within the highly regulated marketplace of today.” (Wikipedia/Nobel Laureate Prof. Muhammad Yunus)

“ideas, businesses and people who are creating positive social change.” (socialbusiness.org)

Social business defn #2 (commercial)

“As each company looks to incorporate social networking technologies, it is, in fact, becoming what IBM calls a Social Business.” (ibm.com)

“It means that every department, from HR to marketing to product development to customer service, uses social media the way it uses any other tool and channel to do its job. A company that uses social networking tools fluently to communicate with people inside and outside the company acts as a Social Business.” (ibm.com)

Let’s talk about… “social”What is “social”?

Social Networking Everything

People are social

Events are social

The Web is Social

Social Media is…?

History

Big Cheese A big CoDepartment Z

VP 1

Name

VP 2

Name

EXEC 2

Name

EXEC 1

Name

MINOR

FROMAGE

2NDARY

FROMAGE

Big Cheese A big CoDepartment Z

VP 1

Name

VP 2

Name

EXEC 2

Name

EXEC 1

Name

MINOR

FROMAGE

2NDARY

FROMAGE

Times change...how does that affectLarge Companies?

“Social networking applications are not new to business. Most such

applications fall into three main categories: external relationships with

customers and brand influences; internal relationships with employees

and partners; and societal relationships with citizens and communities.

Many companies and government agencies already have a variety of

applications in each of these categories, but much remains to be done.

We are still in the early days of learning how to best translate our new

collaborative technologies and applications into more effective business

and societal relationships. The issue is not technology, even though

social technologies are still relatively new. The key issue is

organizational capital, that is, the management practices and cultural

adjustments needed to enable the organization to deploy and take

advantage of these new capabilities.”http://blog.irvingwb.com/blog/2010/09/reinventing-relationships.html

So - what’s really changed?

We’re on a road to… somewhere?

Gartner Hype Cycle, July 2011

Studies say: everything is “better” - so it must be?

What are the consequences?

TrustEducationGuidance

Spring 2005

Spring 2005

May 2008

Summary:

• Follow the BCGs

• Take personal responsibility

• Include a disclaimer

• Don’t cite clients

• Don’t pick fights

http://ibm.com/blogs/zz/en/guidelines.html

EU + FTC rules!

Diversity = strengthWord-of-mouth = trust

Networks = value

Liquid networks, cafe culture

“magic” (sometimes

called “innovation”) happens here

Social can improve business … but nothing is automatic!

Time to change!

Don’t just broadcast:Listen, create, respond,

provide content

Conclusions

• People are social

• The tools are mature

• Education and Trust are key

• Networks bring Value

• Do things Differently - respond, create and give back

http://pipr.co/growndigital

Connect

http://twitter.com/andypiper

http://andypiper.co.uk

http://slideshare.net/andypiper

Image credits

• LEGO office http://www.flickr.com/photos/legozilla/3553485856/

• History of communications / socialhttp://www.flickr.com/photos/mazer73/4008898003/http://www.flickr.com/photos/freefoto/533626295/http://www.flickr.com/photos/somewhatfrank/2657896516/http://www.flickr.com/photos/webbysworld/83822087/

• Quotation backgrounds / British Museum http://flickr.com/photos/shawdm/820926627/

• LEGO business bigger now http://www.flickr.com/photos/ntr23/4455169702/

• Deep water http://www.flickr.com/photos/beatnic/3468347540/

• IBM Blogging Guidelines http://www.flickr.com/photos/ntr23/4455169702/

• LEGO business guy http://www.flickr.com/photos/jreed/5250034255/

• LEGO field office http://www.flickr.com/photos/nhussein/3886689958

• Others author’s own, or royalty-free and CC-licensed works from sxu.hu and Wikimedia Commons