creating a social culture
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Social Success and Change
Todd Van Hoosear @vanhoosear
May 12, 2010
Todd Van Hoosear @vanhoosear 1.617.326.3211
itsfreshground.com info@itsfreshground.com
Fresh Ground, Inc.
Social Success Requires Changing How Companies Think, Work and Talk
The Thinker Photo taken by elkit and shared via Flickr under the Creative Commons Attribution-Noncommercial-Share Alike 2.0 Generic license
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Social Success Requires Changing How Companies Think, Work and Talk
The Thinker Photo taken by elkit and shared via Flickr under the Creative Commons Attribution-Noncommercial-Share Alike 2.0 Generic license
Cubicles Photo taken by Giant Ginkgo and shared via Flickr under the Creative Commons Attribution-Noncommercial-Share Alike 2.0 Generic license
The Conversation Photo taken by soylentgreen23 and shared via Flickr under the Creative Commons Attribution-Share Alike 2.0 Generic
xxxx!^Business!
Social Success Requires Changing How Companies Think, Work and Talk
The Thinker Photo taken by elkit and shared via Flickr under the Creative Commons Attribution-Noncommercial-Share Alike 2.0 Generic license
Cubicles Photo taken by Giant Ginkgo and shared via Flickr under the Creative Commons Attribution-Noncommercial-Share Alike 2.0 Generic license
The Conversation Photo taken by soylentgreen23 and shared via Flickr under the Creative Commons Attribution-Share Alike 2.0 Generic
xxxx!^Business!
Just because you have the tools doesn’t mean you know what to do with them!!
“Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty!
Business Success Requires Changing Your Corporate Culture
John Hancock Tower, Boston Photo taken by yeowatzup and shared via Flickr under the Creative Commons Attribution 2.0 Generic license
Star Trek The New And The Old Image created by jomama1152 and shared via Flickr under the Creative Commons Attribution-Noncommercial-No Derivative Works 2.0 Generic License
Business Success Requires Changing Your Corporate Culture
John Hancock Tower, Boston Photo taken by yeowatzup and shared via Flickr under the Creative Commons Attribution 2.0 Generic license
Star Trek The New And The Old Image created by jomama1152 and shared via Flickr under the Creative Commons Attribution-Noncommercial-No Derivative Works 2.0 Generic License
You need to create a social organization!
The Social Organization The Old Model
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The Earth Taken 7 December, 1972 Apollo 17 mission Courtesy: NASA
The Social Organization The Old Model
Megaphone Flickr image uploaded by thivierr Shared under Creative Commons Attribution-Share Alike 2.0 Generic License
The Earth Taken 7 December, 1972 Apollo 17 mission Courtesy: NASA
The Social Organization The Reality
The Social Organization The Reality
The Social Organization The Reality
The Social Organization The Reality
The Social Organization The Reality
The Social Organization The Reality
The Social Organization The Reality
The Social Organization The Reality
The Social Organization The Reality
The Social Organization A New Model
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Share Flickr image uploaded by Ed Yourdon Shared under Creative Commons Attribution-Share Alike 2.0 Generic License
Listen Flickr image uploaded by andronicusmax Shared under Creative Commons Attribution 2.0 Generic License
Change Flickr image uploaded by adam*b Shared under Creative Commons Attribution 2.0 Generic License
But Where to Start?
Ideate Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria) Shared under Creative Commons Attribution-No Derivative Works 2.0 Generic License
Share Flickr image uploaded by Ed Yourdon Shared under Creative Commons Attribution-Share Alike 2.0 Generic License
Listen Flickr image uploaded by andronicusmax Shared under Creative Commons Attribution 2.0 Generic License
Change Flickr image uploaded by adam*b Shared under Creative Commons Attribution 2.0 Generic License
Anywhere and Everywhere: It’s Not Just About Marketing Anymore
Creating a Social Company The Social Evolution of Companies
Authoritarian Inclusive Collaborative Social
Creating a Social Company The Four Phases and Key Characteristics
I. Authoritarian
• Management-driven • One-way • One-to-many
II. Inclusive • Marketing-driven • Two-way • One-to-many
III. Collaborative
• Employee-driven • Two-way • One-to-one
IV. Social • Customer-driven • Two-way • Many-to-many
Creating a Social Company Key Milestones, Strategies & Tools
• Phase I (Authoritarian) – Command-and-control communication model – Brochureware website – No-reply email newsletter – Intranet – Press release-driven PR
• Phase II (Inclusive) – Delegate-and-share communication model – Interactive website / marketing campaigns – Email newsletter w/ feedback options – Extranet – Corporate blog / social media presence (e.g., Twitter) – Content-driven PR – Management and marketing teams engaged
• Phase III (Collaborative) – Immerse-and-disperse communication model – Employee-driven customer forum – Email newsletter w/ feedback & sharing options – Internal wiki – Employee blog / social media presence – Search-driven PR – All customer-facing departments/roles engaged
• Phase IV (Social) – Empower-and-trust communication model – Customer-driven forum – Integrated employee/customer/partner collaboration tool – Customer evangelist blog / social media presence – Social-driven PR – All departments/roles engaged
Slides Seen ‘Round #ncf10
Risks and Rewards of Social
Process Before After Benefits Case Studies
Sales One-to-one Many-to-many Sales is social networking Tibco, Zappos
Product Innovation Constraint to a department
Includes all employees, customers, prospects and
detractors
Reduce product failure rates (now at 80%)
Cisco, Netflix
Lead generation Interrupt-driven Become findable, be generally helpful in public
conversation
Leads that actually want to buy something
EMC, Dell
Customer Service Conducted by employees Conducted by employees and other customers
Customers service as a revenue source instead of
cost center
SAP, Zappos
Knowledge Management Top down process Federated and user-driven process
KM that works, changes in work habits
IBM
Customer Communications
Mostly between companies and
customers
Primarily among customers, detractors and
prospects
Reduced cost and increased effectiveness
Best Buy, Dassault Systemes, Fiskars
Talent Acquisition and Development
Board, interrupt-driven and based on weak ties
WOM
Endorsed by the tribes people belong to
Social context provides better matches
Monster.com
Employee Communications
Mostly within silos Cross enterprise Increased serendipity, increased support
IBM, FedEx, Cisco
Market research Based on small groups and financial incentives
Based on tribes and social contract
Much more accurate market data and increased success
Eli Lilly, Pfizer, IBM, Fiskars
PR & Thought leadership Rolodex based and focused on traditional
media
Community/tribe based and focused on social
media
Much more amplification of the messages
Microsoft, Intuit
Cultural Change Management
THANK YOU!
Todd Van Hoosear @vanhoosear
Todd Van Hoosear @vanhoosear 1.617.326.3211
itsfreshground.com info@itsfreshground.com
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