1. The Loop / Thinking Space
Engaging stakeholders
through social collaboration
for better business performance
Celine Schillinger, Jan. 14th, 2013
@CelineSchill
© 2014 The Loop Loop
© 2014 The

2. The Loop / Thinking Space
The World is Changing
BEFORE
NOW
Company
Company
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3. The Loop / Thinking Space
Business is Changing Too
 Mounting pressure of constant change
 The service economy*
 Companies “lose touch as they grow”
*Dave Gray, “The Connected Company”
© 2014 The Loop
Source:
http://www.technologyreview.com/view/519226/tec
hnology-is-wiping-out-companies-faster-than-ever/
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4. The Loop / Thinking Space
© 2014 The Loop
© Joachim Stroh
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5. The Loop / Thinking Space
But Still the Same Organizations
A
 Optimized for business
efficiency
B
C1
C2
C3
D4
D2
D5
E1
 Specialization – vertical &
horizontal segmentation:
functions & grades
E2
D1
D3
 Overlay of standard process &
structure across the business
 Top-down spread of information,
following hierarchical design
D6
D7
“Harness control while setting & meeting expectations”
Predictability
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6. The Loop / Thinking Space
 Poor Internal Engagement
Source: State of the Global Workplace: Employee Engagement
Insights for Business Leaders Worldwide. Gallup, October 2013
http://hbr.org/web/2013/11/workplace-engagement-around-the-world
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© 2014 The Loop

7. The Loop / Thinking Space
What Work is Like Today*
© 2014 The Loop
*in too many organizations
Source: Change Agents Worldwide, G+ Oct. 12, 2013 / T. Gilliam Brazil
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8. The Loop / Thinking Space
 Disconnect with the Empowered Customer
The Internet and social media has shifted power to the consumer
There is a disconnect between expected
and actual customer experience
*Source: http://hbr.org/2007/02/understanding-customer-experience/ar/1 Bain & Company’s 2006 survey of the
customers of 362 companies)
© 2014 The Loop
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9. The Loop / Thinking Space
Engagement
“The intensity of an
individual’s connection
or participation with a
brand or organization”
Source: Weber Shandwick Canvas 8 report 2012
http://www.canvas8.com/media/datafiles/2012/11/28/27-11-12-the-science-of-engagementfinal.pdf
© 2014 The Loop

10. The Loop / Thinking Space
What is the Problem?
Human Issues
Business Issues
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11. The Loop / Thinking Space
How Can Engagement Grow?
 By command (“Be engaged!”)
 Through external factors (tools,
rewards, punishment, reorg…)
 From the inside
= make them want to […]
= inspire them to […]
(contribute, feel involved, do something, buy…)
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© 2014 The Loop

12. The Loop / Thinking Space
Make People Want to…: How?
By connecting people
around a meaningful
purpose, and connecting
with them.
Community
Connectedness
Collaboration
© 2014 The Loop

13. The Loop / Thinking Space
EMPOWERMENT
Connect people
• Identify who they
are, what they say, what
they care for
Connect
with the people
• Enable them to connect
(easy-to-use beautiful
digital tools, live events)
• Go across silos
• Move from broadcast comms
to a conversation / co-creation
• Remove bottlenecks
Letting Go
Identify the common
purpose
• Learn to speak their language
• One of the 3 motivation
drivers at work (D. Pink)
• KSF: diversity – of talents; – of
spokespersons
• More than science, not just
emotion
• A dialogue mindset
• At the Why level (S. Sinek)
• Framed in a narrative
No to: pure analytics or science-based, status-based, command & control, rigid processes.
You are one of them, not above them.
© 2014 The Loop
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14. The Loop / Thinking Space
What it Means to Work and Organizations
 “Wirearchy”*
A
E
 Behaviors shaped through the
B
usage of social media
D
C
F
 New collaborative technologies
K
J
L
N
© 2014 The Loop
G
H  Millennials as the majority
I
M
 Transfer to the Cloud
workforce
 Mobility and connecting to work
“The Connected Company”
* by Jon Husband
In Dave Gray “The Connected Company”
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15. The Loop / Thinking Space
Source:
http://www.forbes.co
m/sites/jacobmorgan
/2013/09/10/theevolution-of-work/#!
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© 2014 The Loop

16. The Loop / Thinking Space
New Management Principles
Forget
Diffusion
Conversation
Top down
Bottom up
Hierarchy
Reputation
Structure
Emergence
Taxonomy
Folksonomy
Process
Agility
Security
Transparency
Silos
Open networks
Complexity
Simplicity
IT governance
User driven technology
Control
© 2014 The Loop
Adopt
Trust
Source: Cecil Dijoux http://thehypertextual.com/2011/04/22/enterprisesocial-software-productivity-innovation-and-engagement/
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17. The Loop / Thinking Space
In Practice: 3 Examples at Sanofi Pasteur
A grass roots
community
connected around
a cause, with a
high impact
Concrete outcomes of a strategic relational
engagement plan
Internal
Stakeholders
External
Stakeholders
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© 2014 The Loop

18. The Loop / Thinking Space
Collaboration is not
a long, quiet river
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© 2014 The Loop
Source: http://blog.audubonguides.com/2010/06/23/saying-so-long-to-salt-cedar/

19. The Loop / Thinking Space
Resistance Against Collaborative Work
No urging by management
Ignorance of social communication
operation, tools and potential
Overestimation of risks
Social stratification
Perception of intermediary
bodies to be challenged
National & corporate culture
Command-and-control culture
Complacency, conformism, groupthink
Silo mindset, politics
Scientific culture
Information overload stress
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20. The Loop / Thinking Space
My Proposed Framework for Culture Change
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21. The Loop / Thinking Space
Choose Trust
© 2014 The Loop

22. The Loop / Thinking Space
@CelineSchill
© 2014 The Loop
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