social business - from stickmen and cubicles to whipping and a princess cake

#becomesocial @chris_carlsson

The recepie for becoming a great Social BusinessIn the format of Stickmen, Cubicles, Whipping and a Princess Cake

Christian Carlsson | Digital Leader, IBM | Social Business Practitioner | twitter.com/chris_carlsson

Source: Christian Carlsson (2012)


Professional me


Started in IBM 1995, in the web team since 2001

Digital Leader for IBM Denmark

Part of Marketing & Communications

Overlooking how we should communicate to the market, customer, prospects, partners etc. using digital

MBA from Henley (2008)

I’m not a Social Business Expert, but perhaps an Expert-in-the-making!

Source: IBM

Sharing is caring, and caring is the most effective way for building ANY type of relationship #becomesocial #socbiz


Private me


A Swede in Denmark

Living in Aarhus with my wonderful wife and son

Love cooking, since I can use various great ingredients, mix them all together, be creative, and feel/taste/smell the result directly

Source: http://3.bp.blogspot.com/-fHokwdRDLR0/T0RqScDYyAI/AAAAAAAAJvs/CFo0cJeZ04Y/s1600/MS_SC_05.jpg


PeopleCulture

BehaviorChange

Technology

Leadership


Key ingredients in a Social Business recipe

Source: http://4.bp.blogspot.com/-_-UzpGnCmCI/TqSyP9IxCyI/AAAAAAAAAS0/cabykwyFtLc/s1600/DSC_0142+copy.jpg


deeply connecting people, including

customers, employees, and partners, to be

involved in productive,

efficient ways.

removing boundaries to information, experts and assets, helping people align every

action to drive business results.

speeding up business with information

and insight to anticipate and

address evolving

opportunities.

If used the right way, you might get a Social Business.

How do you know if you got it right? Some key characteristics of a Social Business:

Engaging Transparent Nimble

Source: IBM (2011)


Does it matter if...?

No! Interesting and possible for any size!

No! Interesting and possible for any job role, function, or type of organization!



Source: Thanks to Jacob Bøtter for an excellent Social Business example; www.threadless.com (2012)

Example, Threadless.comWikipedia: Threadless is an online community of artists and an e-commerce website based in Chicago, Illinois. In 2000, co-founders Jake Nickell and Jacob DeHart started the company with $1,000 of their own money. Threadless designs are created by and chosen by an online community. Each week, about 1,000 designs are submitted online and are put to a public vote. After seven days the staff reviews the top-scoring designs. Based on the average score and community feedback, about 10 designs are selected each week, printed on clothing and other products, and sold worldwide through the online store and at their retail store in Chicago. Designers whose work is printed receive $2,000 in cash and $500 in Threadless gift cards, which can be exchanged for $200 cash.[3] Each time a design is reprinted, the respective artist receives $500 cash. Threadless keeps rights to the design on clothing; designers keep the rights to their designs on all other media.


Source: www.threadless.com (2012); IBM (2011); Christian Carlsson (2012)

Does Threadless have the key characteristics of a Social Business?

Yes! They are using their whole customer base to

both to create products, decide

what is successful, as well as promote

it.

Yes! Their whole product development is

totally open and transparent, which

makes it possible for the community to

participate and engage them self.

Yes! Due to the connection to their community, they know in advance what is going to

work, and what will not.

Engaging Transparent Nimble


E-mail is where knowledge goes to die... #becomesocial #socbiz

Source: Bill French (1999)

Examples, from a more internal perspective


Knowledge Transfer and the HR perspectiveWhen people leave an organization or a team they bring with them knowledge and experience that has accumulated during their time working. At the same time, as new people enter an organization or team, they spend a fair amount of time to get on-board, understanding their job role, who to speak to, previous experience, etc. Social Business can help bridging the gap of knowledge transfer, speed up the process, and drive business results (by the individual employee) faster.



Project statusOr as easy as using a blog for projects status. Whenever someone in the organization needs an update, you know where to point them. When they have asked three times, they probably will not ask again…



Organizational KnowledgePeople in the organization know everything. By using the network, quickly get official as well as unofficial answers to your question. We spend so much time each week trying to figure out how to o our job. Let’s figure it out together! Even better would be if the FAQ for a specific process actually automatically was updated with the answers below.

Source: IBM


Ask and AnswersHave your people collectively help one and other within the organization, and vote for the best answers to questions or business challenges.

Source: IBM


Trust and Credibility in SpokespeopleStudies shows that we trust more in information from Experts, A person like your self, as well as Regular employees. Therefore, it is outmost important to have these externally engaging and available, and not hidden away inside the company walls.


Experts and the Marketing perspectiveSeveral studies (and real life experience!) shows that we less and less tend to listen to marketing jibrish and un-authentic corporate messages. The recently updated Edelman Trust Barometer 2012 again shows that people put more trust in Academics, Company Experts, and/or People-like-me, than they do in any other sources. Social Business can play a key role in surfacing the experts within an organization, cultivate them, dress them up for external presence, and then link them together with customers/prospects at the right time and media.



Classic: Please update the spreadsheet…It’s a classic request. Someone sends out an e-mail asking people to fill in a spreadsheet and send back. Not only will the person have to spend tons of time collecting it all. The risk for quality mistakes are high. And it becomes even worse when someone replies to everyone… But there are smarter ways of doing this, right??! It’s really common sense…



Crowdsourcing and the Innovation perspectiveIt has been said "Don't let 1 person do 100%, let 100 people do 1%". An organization is built up by people, and the collective "knowledge capital" in these people should be used for innovation and find better ways to work etc. And not only for the benefits of the organization, but also for the individual employee (employee satisfaction, personal branding, self development, experts-in-the-making, etc.). Social Business can help manage the process of crowdsourcing in the organization, which in turn can lead to new projects, products, services, or other innovative ways of doing business.



Small scaleThis can also be achieved on a smaller scale, for instance through the usage of Ideation Blogs. Here you ask people to come up with ideas, and then the community helps surface the best by voting, commenting and collaborating.

Source: Illustration, Christian Carlsson (2012)


Come on people… it is 5 minutes past 2012! #becomesocial #socbiz

Source: http://www.leatherbeaten.com/whip_cat.jpg


88%

ibm.co/cmostudy2011

The challenge is that although Chief Marketing Officers (CMO’s) understand the potential, they are unprepared how to handle the data explosion, social media, and growth of channel and device choices

Source: IBM CMO Study (2011)


Source: MetroXpress, 25 april, 2012 | socialsemantic.eu 2012

“Afdækning af dansk erhvervslivs brug af web 2.0 teknologier med fokus på Sociale medier, Mobile (og APPS) & Cloud.

Vi belyser, hvor i organisationen (både internt og eksternt) de nye værktøjer og dynamikker skaber mest værdi, og hvilke

ressourcer der investeres. De 6 forretningsområder afdækket er; PR & Kommunikation, Salg & Marketing (inkl. web),

Service & Support, Innovation (R&D, Produkt- & Procesudvikling), HR & Personaleudvikling, Organisation & Ledelse.”

The challenge is that Danish companies have not moved much from 2011 to 2012 in regards to their usage of Social Media – externally nor internally!



ibm.co/ceostudydk

The challenge is that also CEO’s are poor at using Social Media in how they communicate with employees, partners, and customers. And 57% in 3-5 is not good enough!

Source: Forbes.com and IBM CEO Study (2012)


ibm.co/ceostudydk

Understanding the potential of Social Business, and what needs to be in place to drive change, can only be learned by doing it your self. And leaders must be doing this as well!

Source: Forbes.com and IBM CEO Study (2012)


Source: http://www.riceplex.com/images/NP-carrots.jpg

That was the whipping to get your leadership moving! But on the other hand. Those of you who do change...

A study by Diana Tamir and Jason Mitchell at SCAN Lab, Harvard (2012), shows that sharing things abut your self, activates two parts of your brain – the same two parts that are activated when you have.... GOOD FOOD! So getting people sharing should not be that much of a problem, right?

But seriously, if you do it right, Social Business methodologies can for sure help you solve many of the ongoing challenges typically found in various types of organizations, like: innovation; foresight and insight; HR issues; creating an interesting organization to work in; efficiency; collaboration; breaking down the silos; breaking down traditional marketing and communication practices, etc.

Sharing is like having sex or good food, well, almost… #becomesocial #socbiz


PeopleCulture

BehaviorChange

Technology

Leadership


Depending on how you mix things together…

Source: http://4.bp.blogspot.com/-_-UzpGnCmCI/TqSyP9IxCyI/AAAAAAAAAS0/cabykwyFtLc/s1600/DSC_0142+copy.jpg


… the result can either be a loaf of white bread: very dull, fluffy, and without much energy.

Source: http://food.sulekha.com/dishimages/24849.jpg


… or it can become the best damn cake you ever had!Hello world: meet the Swedish Princess Cake. Enjoy!

Source: http://semiswede.files.wordpress.com/2011/07/img_2479_princesstorta.jpg



twitter.com/chris_carlsson

linkedin.com/in/christiancarlsson

[email protected]

+45-28 80 45 53

5 steps to Social Business success LINK

Social Business from a LEAN perspective LINK

Social Business: Where It's Been & Where It's Going LINK

Porter’s Five Forces and Social Business LINK

Become Social LINK

Source: Christian Carlsson


social business - from stickmen and cubicles to whipping and a princess cake

Technology

carlsson example

carlsson knowledge transfer

social business expert

carlsson key ingredients

carlsson project status

threadless designs

great social businessin

drive business results