Discussion of the issues around social tools in business - history, importance, policies and education. Delivered at Digital Bristol, March 2012.

1. Getting Social Andy Piper
… in and out of Business @andypiper ~ andypiper.co.uk
social bridgebuilder ~ speaker ~ techie

2. Essential Info! :-)
#digitalbristol
@andypiper
Flickr - enable people tags!

4. “Social Business”?

5. Social business defn #1 (philanthropic)
“a social business is a non-loss, non-dividend company designed to
address a social objective within the highly regulated marketplace of
today.” (Wikipedia/Nobel Laureate Prof. Muhammad Yunus)
“ideas, businesses and people who are creating positive social
change.” (socialbusiness.org)

6. Social business defn #2 (commercial)
“As each company looks to incorporate social networking
technologies, it is, in fact, becoming what IBM calls a Social
Business.” (ibm.com)
“It means that every department, from HR to marketing to product
development to customer service, uses social media the way it uses
any other tool and channel to do its job. A company that uses social
networking tools fluently to communicate with people inside and
outside the company acts as a Social Business.” (ibm.com)

7. Let’s talk about… “social”
What is “social”?

8. Social Networking Everything

9. People are social

10. Events are social

11. The Web is Social

12. Social Media is…?

13. History

15. Big Cheese A big Co
Department Z
VP 1 VP 2
Name Name
EXEC 1 EXEC 2
Name Name
MINOR 2NDARY
FROMAGE FROMAGE

17. Times change...
how does that affect
Large Companies?

18. “Social networking applications are not new to business. Most such
applications fall into three main categories: external relationships with
customers and brand influences; internal relationships with employees
and partners; and societal relationships with citizens and communities.
Many companies and government agencies already have a variety of
applications in each of these categories, but much remains to be done.
We are still in the early days of learning how to best translate our new
collaborative technologies and applications into more effective business
and societal relationships. The issue is not technology, even though
social technologies are still relatively new. The key issue is
organizational capital, that is, the management practices and cultural
adjustments needed to enable the organization to deploy and take
advantage of these new capabilities.”
http://blog.irvingwb.com/blog/2010/09/reinventing-relationships.html

19. So - what’s really
changed?

20. We’re on a road to…
Gartner Hype Cycle, July 2011
somewhere?

21. Studies say: everything is
“better” - so it must be?

22. What are the
consequences?

24. Trust
Education
Guidance

25. Spring 2005

26. Spring 2005
May 2008

27. Summary:
• Follow the BCGs
• Take personal
responsibility
• Include a disclaimer
http://ibm.com/blogs/zz/en/
guidelines.html • Don’t cite clients
EU + FTC rules! • Don’t pick fights

28. Liquid networks, cafe culture
Diversity = strength
Word-of-mouth = trust
Networks = value

29. “magic”
(sometimes
called
“innovation”)
happens here

30. Social can improve
business … but nothing is automatic!

31. Time to change!

32. Don’t just broadcast:
Listen, create, respond,
provide content

33. Conclusions
• People are social
• The tools are mature
• Education and Trust are key
• Networks bring Value
• Do things Differently - respond,
create and give back

34. http://pipr.co/growndigital

35. Connect
http://twitter.com/andypiper
http://andypiper.co.uk
http://slideshare.net/andypiper

36. Image credits
• LEGO office http://www.flickr.com/photos/legozilla/3553485856/
• History of communications / social
http://www.flickr.com/photos/mazer73/4008898003/
http://www.flickr.com/photos/freefoto/533626295/
http://www.flickr.com/photos/somewhatfrank/2657896516/
http://www.flickr.com/photos/webbysworld/83822087/
• Quotation backgrounds / British Museum http://flickr.com/photos/shawdm/820926627/
• LEGO business bigger now http://www.flickr.com/photos/ntr23/4455169702/
• Deep water http://www.flickr.com/photos/beatnic/3468347540/
• IBM Blogging Guidelines http://www.flickr.com/photos/ntr23/4455169702/
• LEGO business guy http://www.flickr.com/photos/jreed/5250034255/
• LEGO field office http://www.flickr.com/photos/nhussein/3886689958
• Others author’s own, or royalty-free and CC-licensed works from sxu.hu and Wikimedia Commons