How Social Networking Can Drive Innovation and Improvement in an Organization

How Social Networking Can
Drive Innovation and
Improvement in an Organization
by Patricia Farley
American Society For Quality, Tampa/ St. Petersburg Section, March 2010

Topics
Overview
The Tools
Fad or Future?
Benefits
Case Study
Get Started
Comments and Discussion

Given:
•Team Building
•Teamwork
•Improvement
•Innovation
Discuss:
•Communication within
an organization

Today’s Tools
• Groups (Portals)/ Blogs
• (Secure) Social Networks

Groups (Portals), Blogs
Conversation Agent, Valeria Maltoni
• To me, static and often stale Web sites have been
in dire need of evolution for a long time.
• Content formats shared in social media and
networks suit the way we evaluate, talk, and
socialize our decisions.
• Content … when it's activated with engagement.

Group Example

Social Networks
Micro blogging- a sentence or two- very short
Connecting with people you know and don’t know
Happening in Netcentric work environments

American Fad or the Future?
• 79% of American adults used the internet
in 2009 (67% in Feb. 2005)
• 46% of online adults use a sns (8% in Feb.
2005)
• 1 in 10 internet users has a blog (about 30
million blogs in the US)

Senior Involvement
• 17.5 million senior users in November
2009, a 55% increase in past 5 years
• Overall, the number of unique visitors who
are 65 or older on social networking and
blog sites has increased 53% in the last 2
years

Building relationships …humanizing the interaction
with your company through conversation

Benefits
What motivates people?
Human need to be heard and to connect with
others
It is the desire to make a difference, to
influence the world around us
Encourages the shy types to contribute

Companies can now use “technologies of
connection” to tap the potential
contribution of all their staff. In a
networked world, it is possible to unleash
the power of many as never before.

Benefits
The Deloitte Center for
Network Innovation
• helps government and
industry
• overcome silos that
impede service delivery

Benefits
… adopting new
strategies and
activities is
essential to
competitiveness

•Launch in September 2008
•Dubbed "Twitter with a Business Model"
•January 2009 the New York Times
named Yammer one of "Nine websites
IT pros should master in 2009."
•Now boast over 60,000 companies

Group (Portal)/ Blog
• Geographic distribution
• Many players
• Need for answers and visibility
• Streamlined process
• Before and After models

Communication Model Before
?
?
?

Communication Model After
NEW INFORMATION
PAST INFORMATION

Portal solved these issues:
Technicians with same problem, could not
readily share answers nor create history
(shared knowledge)
Engineers (and others) were answering
individual requests, too much duplication
Parts team and sourcing (or others) were
often not in the loop
Conference calls were ineffective

Getting Started
• Features
• Factors
• Participation Policy

Features
Instead of building a site around an
organization chart, build the context
around customer needs in two areas of
browsing:
(1) search - for answers
(2) sharing - of stories

• Technical
infrastructure, information risk, information
management
• Non-technical
organization, governance, people, leadership.
Factors

Participation Policy
Can be as simple as:
• be helpful
• be in conversation
• connect ideas and people

Additional Pointers for Getting Started
• Follow the passion - for the business, the work,
the company and brand
• Find the touch points of opportunity - people on
the front line, in contact with customers
• Activate internal collaboration - chats, common
tools, sort of like the company's water cooler
• Check LinkedIn and social networks to see who
participates already at personal level
• Build internal networks and let those voices
emerge

Thanks very much!
Contact Information:
tf4quality@hotmail.com
Find me on Linked In or Twitter

Reference Sources (used in this presentation)
1. Amanda Lenhart, “The Democratization of Online Social Networks: A look at the
change in demographics of social network users over time,” 10/8/2009
http://www.pewinternet.org/Presentations/2009/41--The-Democratization-of-Online-Social-
Networks.aspx (All the stats on slides for number of users, except seniors)
2. Nielson Corp. January 22, 2010
http://blog.nielsen.com/nielsenwire/global/led-by-facebook-twitter-global-time-spent-on-social-med
(All charts)
3. Nielson Corp. November 2, 2009
http://blog.nielsen.com/nielsenwire/consumer/a-pocket-guide-to-social-media-and-kids/
(Quote Giving Voice)
4. Nielson Corp, December 10, 2009 http://blog.nielsen.com/nielsenwire/online_mobile/six-
million-more-seniors-using-the-web-than-five-years-ago/ (Stats for seniors)

5. Patty Wight for NPR News “Twitter over updated sweethearts candy” Feb 13, 2010
http://www.npr.org/templates/story/story.php?storyId=123692147
6. Ross Dawson, “The Big Shift in economic structure and why knowledge flows are becoming a
fundamentally important business driver“ October 5, 2009
http://rossdawsonblog.com/weblog/archives/2009/10/the_big_shift_i.html (technologies of
connection quote- to tap, etc)
7. Deloitte http://www.deloitte.com/view/en_US/us/Industries/US-federal-government/center-for-
cyber-innovation/What-is-Netcentricity/index.htm
8. Valeria Maltoni, “How to Develop a Content Strategy Process (for your blog)”
http://www.conversationagent.com/2010/01/how-to-develop-a-content-strategy-process.html?
utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+ConversationAgent+
%28Conversation+Agent%29
9. Wiki http://www.wiki.com/whatiswiki.html
10. Bruce Nussbaum, “America is Losing Its Innovation Edge” November 15, 2009
http://www.businessweek.com/innovate/NussbaumOnDesign/archives/2009/11/american_is_los.
html (all the gen Y statements)
11. From Linked In Group: Supply Chain Today (Quotes on benefits of groups)

Youth, Our Future Employees
• 65% of teens 12-17 use online social
networks (Feb 2008)
• Gen Y is a Learn-Share-Make generation
• Comfortable with a Design Thinking-type
of collaborative, iterative, generative
paradigm necessary for innovation

WIKI
• Edit live
• “Moderated wiki"
• Swap ideas and information
• Increases creativity, expertise, and
productivity
• Wikis end the waste of communication
breakdowns—
• Wikis get everyone “on the same page.”

WIKI Example

Case Study
Training
Corrective Actions
Improvements
Process review
Document review
Conference Calls

My WIKI Page
Materials from training sessions
Conference call transcripts
Audit forms
Links to information sites
Every unit given their own page
Directories of team members, resources
Drawbacks

How Social Networking Can Drive Innovation and Improvement in an Organization

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