4Cs of CollaborationCapturing the benefits of social technologies

23.5.2013 Richard von Kaufmann // Head of Social Media & Collaboration // co-founder

Helping businesses win through being social.

Zipipop is the social media company in Finland

more loyal clients

better customer support

improved business collaboration

better employee motivation and recruitment

4Cs of Collaboration

•Community (must have a shared purpose)

•Communication (cultivate an ethic of sharing)

•Coordination (tool selection, training, and rollout)

•Co-creation (efficiency savings, innovation, etc)

Title hereWhat’s changed?

many to many

open

efficient

searchable

closed

inefficient

hidden

one to one

No DoubtSocial media has change the way we do things.

New encyclopedias

New photo albums

New contact books

New diaries

New intranetsNew communication channels

New marketing

New workflows

New PotentialNow it’s changing the way we do business.

8

What are social technologies?

Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content. (Universal McCann’s Social Media Research Wave 3, 2008)

Hiding behind firewalls

Cloud Computing: public & private

Cloud

New Collaboration Spaces

collabora've  real-­‐'me  transparent  flexiblelow  cost

OSKE (TEM) Collaboration EnvironmentConnecting 23 organizations in the OSKE Community

Title hereWhy’s it such a big deal?

salesforce.com, 2011

McKinsey  Global  Ins0tute  July  2012

McKinsey  Global  Ins0tute  July  2012

McKinsey  Global  Ins0tute  July  2012

• Find out about each other.

• Form teams, communities or informal groups.

• Work together on the same work objects.

• Discuss and comment on their work.

• Discover other people with common interests.

Benefits:

Gartner, October 2009

• Learn from others' expertise.

• Facilitating social interaction by helping people to establish and strengthen personal relationships, develop trust and, in the end, reduce friction and accelerate the business processes that people are engaged in.

• Accessing relevant knowledge and expertise that can be used to formulate a plan of action when decisions need to be made.

Gartner, October 2009

Benefits:

McKinsey  Global  Ins0tute  July  2012

Only 19% of organizations rate their overall satisfaction with their Intranet 2.0 tools as good or very good.

Prescient  Digital  Media  Report  2013

But still…

Title hereSo what’s going wrong?

“Here is Edward Bear, coming downstairs now, bump, bump, bump, on the back of his head, behind Christopher Robin. It is, as far as he knows, the only way of coming downstairs, but sometimes he feels that there really is another way, if only he could stop bumping for a moment and think of it.”

A.A. Milne – Winnie-the-Pooh (1926)

“Winnie-the-Pooh” Original drawing by E H Shepard

Taking the leadManagement needs to dive in.

http://www.sxc.hu/photo/624694

Daily Workflow

Tools

Social tools have to be truly integrated into the daily workflow.

Without an audience, we are not motivated… http://www.besser20.de/english

Social software makes giving feedback easy : )

Collaboration steering committeeEnthusiastic influencers need to be selected from different parts of the organization

Marketing

HR

Customer service

Communications

R&D

Management

Salesconnectors — transformers

Usage rules

• Setting the right usage rules for collaboration tools is crucial

• Collaborative spaces should be pre-populated before inviting people in

• New users learn the rules through observing how the community is already using the space.

People don’t read an instruction manual on how to use Facebook — they copy existing behaviour

Empowering employeesEmployees need to feel comfortable engaging online.

lamunecadelasonrrisaalegre.blogspot.com

6x User workshops

User review workshop

OSKE Collaboration Workshops*

Client Q&A / Online survey

Yammer & Google Sites Setup

6 x Community Manager / Admin Workshops

Preparation 2nd Month 3rd Month 4th Month1st Month

“The social media policies introduced by Zipipop have already improved our communication and collaboration processes. Although many of the participants had no previous experience using social media, Zipipop’s training has enabled them to fully engage with the new technologies.”

Riikka Pellikka (OSKE, Head of Communications)

* Workshop order and months grouped and adjusted to aid understanding

But

47% [of companies] have spent less than US$10,000.

Prescient  Digital  Media  Report  2013

What is a Community Manager?A Community Manager guides communities towards smooth and effective collaboration.

http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25

Community Manager roles

Motivator

Takes care of release schedules

Evangelist

Encourages participation

Keeps discussions going smoothly

Chair

Judge

Solves disputes

Content Manager

Organizes the content

Title hereOK. But which services should I use

Social Media Toolbox

Campfire

Basecamp

It is more about guidelines and coaching than implementing technology.

Enterprise Micro-blogging(aka Enterprise social networks)

social intranet / wikiscollaborative docs

Facebook pioneered the development of the live “News Feed” stream. This interaction format is now widespread in many services and it is fast becoming a standard part of business software.

News Feed components:

• Real-time

• Status Messages

• Links

• Likes

• Comments

Micro-bloggingBenefits:• Improving awareness

• Requesting help

• Finding people

• Sharing tips and links

• Coordinating

• Reduces overall email traffic

• Makes important email standout

Business software has now adapted the News Feed and micro-blogging

practices to improve collaboration within and between organizations.

Yammer Usage: Large Communities

THINK: “community news stream”

Yammer Usage:Small Groups

THINK: “micro-forum”

What really motivates workers?

Harvard Business Review asked 600 managers to rank what motivates employees:

• recognition

• incentives

• interpersonal support

• support for making progress

• clear goals

Which one did the managers vote least important?

support for making progress

Which one did 12,000 employee diary entries highlight as the most important?

support for making progress

4Cs of Collaboration

•Community (must have a shared purpose)

•Communication (cultivate an ethic of sharing)

•Coordination (tool selection, training, and rollout)

•Co-creation (efficiency savings, innovation, etc)

Title hereHow can Zipipop help you?

Zipipop’s client process overview

Employee “empowerment” training

Social technology rollout

Management interviews & employee online survey

Rollout plan

Collaboration strategy workshop + document

Change management workshop + document

Tool selection

Establishing collaboration steering committee + influencer & resource mapping

Collaboration Benefits Intro Workshop

Internal blogging

Best practices

Social networks

Collaborative culture

Collaborative docs

Intra/extranets

etc

Knowledge sharing

Recommend rollout order (depending on organizational level of social collaboration maturity)

Selected hands-on tool training

Kiitos!

Richard von KaufmannHead of Social Media & Collaboration // co-founder045 11 222 73richard@zipipop.comwww.zipipop.com