The Left and Right Brain of Social Business
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Transcript of The Left and Right Brain of Social Business
© 2012 Rawn Shah
The Left & Right Brain of Social BusinessCreating Value Through Social Business Maturity and Excellence
Rawn Shah Social Business Strategist
Webcom Montreal May 16th, 2012
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
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© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
!
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Left & Right Brain of Social Business
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
#1 - Maturity in Operations
Source: IBM BlueIQ Team, 2010, Nurturing BlueIQ: Enterprise 2.0 Adoption in IBM whitepaper, http://bit.ly/blue-iq
For details, please see our whitepaper:
http://bit.ly/blue-iq
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
User Profile
s
100% of employees
355K personalized profile
s
Activit ies
171K activ ity space s
350K activ ity m
emb ers
Individual, Group Blogs18K blogs68K users
Communities
33.5K community spaces
330K community members
File sharing255K files
5.2M downloads
Shared
Bookmarks
1.1M bookmarks
3M tags
Instant Messaging12M messages a day
Source: IBM CIO Transform team, Lotus Connections on w3, Jan 2011
#2 - Maturity in Adoption
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Source: IBM Jam Program Office, Social Business Jam 2011
#3 - Maturity in Conversations
IBM Social Business Jam, Feb 2011
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Connect Learn
Organize Respond
Decide Optimize
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Transparentcompany culture, role, information-sharing,
measure, boundaries
Engagedleadership, connected,
trust, networks, community, learning
Nimble Dynamic, intelligent, predictive analytics,
signaling, responsive, emergent
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Connect Learn
Organize Respond
Decide Optimize
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
AdoptionProgram Actions & QualitiesConversations & Content
The Social Business Brain
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Adoption
Program
Conversations& Content
Inherent Social B
usiness Value Creation
Actions &Qualities
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Adoption
Program
Conversations& Content
Inherent Social B
usiness Value Creation ValueCreation
Actions &Qualities
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Adoption
Program
Conversations& Content
ValueCreation
Capture
Unstructured
Data
Collaboration
& Discovery
Analytical
Insight
Transform
Actions &Qualities
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Adoption
Program
Conversations& Content
ValueCreation
Our popular view of“Natural Emergence”of Social Business
Actions &Qualities
Capture
Unstructured
Data
Collaboration
& Discovery
Analytical
Insight
Transform
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Natural Emergence
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Adoption
Program
Actions &Qualities
Conversations& Content
Inherent Social B
usiness Value Creation
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Adoption
Program
Actions &Qualities
Conversations& Content
Inherent Social B
usiness Value Creation
?
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
But to what End?
Don’t build a Social Environment just for the sake of having
one
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Social Business has launched a thousand Conversations across the organization
Increase return on company assets
Provide employees with better information
Improve employee climate
Retain best customers
Leverage loyalist customers
Develop employee competencies
Engage in the community
Deal with reputational risks
Generate income on intellectual capital
Drive effectiveness of supply chain
Enhance employee / leader interactions
Acquire new customers
Enable employees to represent the company
Improve product differentiation
Capitalize on innovative approaches
Improve customer service
Find unmet customer needs
Shorten time to market
Improve sales effectiveness
Share best practices
Recruit stellar employees
Strengthen culture
Improve employee performance
Reduce labor time on processes
Develop new businesses
Eliminate waste across the enterprise
Improve brand awareness
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
×
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
×
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Lines of Business in organizations will
go away
More and more, open, cross-silo
conversations≠
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
≠
Lines of Business in organizations will
go away
More and more, open, cross-silo
conversations≠
Legal and Financial Infrastructure
Human Resources Management
Procurement
Information Technology
InboundS
upply Chain
Logistics
Production &O
perations
Inventory &
Distribution
Marketing
Sales
Custom
er Service
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
CMO, VP Sales, VP Customer Service
Customer Care
VP Product Development, Chief Design Officer,
VP Research
Production &Innovation
VP HR, COO, CIO, GM, CFO, Chief Counsel
Workforce Empowerment
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Customer Care Production & Innovation
Workforce Empowerment
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×
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Roles & Audiences Impacted
Social User ExperiencesTargeted
Social Business models ×
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Social Networking for Business(Pearson / Wharton School
Press, 2010)Diagram copyright: 2010-12 Rawn Shah
Places
PeoplePurpose
Interpersonal Actions
Relationships& Roles
Trust &Reputation
EnvironmentActions
SocialTasks
Culture
Social Experience
Content Actions Domain
CommunityManagementLeadership
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
×
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Plannedactivity
Emergentactivity
Business Goals & Priorities
E.g., Facilitator-led communities,
Expertise maps, Influencer
adoption plans
E.g., new product ideas,
businss models, Partner
conversations, Customer
conversations,
Engagement behavior and
quality per demographics,
areas & topics of interest
AdoptionAdoption
Program
Actions & Qualities
Conversations& Content
Demographics, psychographics,
engagement activity per
topics & program activities
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
PlannedSerendipityBusiness
Goals & Priorities
Adoption
Program
Actions & Qualities
Conversations& Content
Plannedactivity
Emergentactivity
© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
Natural Emergence
Pilots
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© 2012 Rawn ShahWebcom Montreal 2012 -- http://slideshare.net/rawnshah
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