13. Social Media Adoption Path
Value
Nervous Listening Experimenting Connecting Fully integrated
Ambivalence Unconnected Leadership
experiments spring applies
up everywhere governance and
100 across the business enlightened
social brand
management
to extract more
value
0
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
28. An idea….
More open
True knowledge-driven organization
A culture of sharing More adaptive organization
More transparent
More collaborative Increasing autonomy
More personally connected
Better information
75. ‘’We have no use for social media.
It’s a waste of time’’
- Manager, 2012
76. “It’s a great
invention
but who would
want to use it
anyway?”
- U.S. President , Rutherford B.
Hayes, after a demonstration of
Alexander Bell’s first telephone, 1872
77. ‘’My children use Facebook….
But it has no value in the workplace’’
- Manager, 2012
78. “This ‘telephone’ has too many
shortcomings to be seriously
considered as a means of
communication. The device is
inherently of no value to us.”
- Western Union Company
internal memo, 1876
79. ‘’We don’t need this social media.
We have e-mail’’
- Manager, 2012
80. ‘’The Americans have need of the
telephone, but we do not. We have
plenty of messenger boys.”
- Sir William Preece,
Chief Engineer,
British Post Office, 1878
82. ‘’There has been opposition to
every innovation in the history of
man, with the possible exception of
the sword’’
— Benjamin Dana
97. Social Media Adoption Path
Value
Nervous Listening Experimenting Connecting Fully integrated
Ambivalence Unconnected Leadership
experiments spring applies
up everywhere governance and
100 across the business enlightened
social brand
management
to extract more
value
0
Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
98. But, social media
should not be
managed as an IT
effort (alone).
- Bradley & McDonald, 2011
99. The first step
is redefining your own idea
of your personal leadership.
109. 1. Start your Twitter today
2. Move your team or project to
Yammer, Chatter or Facebook
3. Experiment, experiment
4. Draw up a roadmap for social
technologies in your organization.
Leadership – culture – collaboration - IT
There are two major ways that organizations are responding to social media in 2012:There are those who are experimenting with a social media channel strategy. They have been busily tinkering in social media over the past few years deploying apps and Facebook pages. The monstrous valuation of Facebook seems to ratify the social space as the must-be-in marketing channel. Other brands are committed to connecting social to all parts of their business, convinced it delivers value today and will pay out big dividends over time. Facebook may still be important but it is but one platform in a larger strategy. These brands want to transform how they do things. Brands like IBM have steadily been applying social media collaboration capabilities internally and reaping the benefits of operations and innovation excellence. Brands like Ford have been building brand advocacy from a growing community of supporters and increasing customer and brand value at the same time.
There are two major ways that organizations are responding to social media in 2012:There are those who are experimenting with a social media channel strategy. They have been busily tinkering in social media over the past few years deploying apps and Facebook pages. The monstrous valuation of Facebook seems to ratify the social space as the must-be-in marketing channel. Other brands are committed to connecting social to all parts of their business, convinced it delivers value today and will pay out big dividends over time. Facebook may still be important but it is but one platform in a larger strategy. These brands want to transform how they do things. Brands like IBM have steadily been applying social media collaboration capabilities internally and reaping the benefits of operations and innovation excellence. Brands like Ford have been building brand advocacy from a growing community of supporters and increasing customer and brand value at the same time.
What employees expect and can accomplish via social exceeds organizations ability to manageA millennial workforce expects platform freedom. They laugh in the face of blocked Facebook or YouTube access as they whip out their smart phones. And they expect to use their own devices, not the 7 year old computers on their desks Horizontal collaboration challenges the hierarchical structure of most modern businesses. This is the common human behavior that social media enablesEmployees expect to have some regular, informal access to leadership. Whether as a twitter follower or a hallway conversation. Star chamber management teams are quickly becoming an anachronism. The separation between professional and personal relationships is falling away. We are just as likely to be communicating with a client or business partner via Facebook as a college friend.