Presentation giving during BLUG Conference at Antwerp 23 -3-2012 "Company regulation versus personal individuality, how do you get your employees to be responsible partners in a Social Business and how do you weigh freedom versus restriction? The whole Social Business idea is based on the idea of each individual having an intrinsic value to the organization that isn't necessarily linked to its role within the organization alone. This begs the question of how to tap this resource without losing control and how to implement and regulate the changes that are going to be needed. How much of this can you regulate (top-down) and how much do you allow to evolve (bottom-up)? Setting up predefined structures and communities (pushing) versus allowing users to instigate the community building, allowing free input and self-empowerment (pulling). This session will highlight the difficulties and choices a company will face while making the transition into a Social Business and offer ideas and guidelines on how to do so."

1. Get social but not THAT social

2. @FemkeGoedhart
Business Consultant passionate Critical blogger
Usability Social Media Creative Redbook Thought Leader IBM
Development Silverside Document Management Co-
worker Listener Consultant Lotus Runner Social Business
volunteer Enthusiastic Tester Author languages Judge Administration
Functional design Business process modelling Connections Friend
Until proven differently: Life is Awesome!

3. Social Business
“An organization that has put in place the
strategies, technologies and processes to
systematically engage all the individuals of its
ecosystem (employees, customers, partners,
suppliers) to maximize the co-created value”
http://www.socialbusinessforum.com/what-is-social-business/

4. TraditionalBusiness F1 = Commit F10 = Exit
Data driven

5. Connection driven

6. Company
Internal External
Employee

7. Social = Tools?
Profiles Home page
Find the people you need See what's happening across your social
network
Communities
Social Analytics
Work with people who share common
Discover who and what you don’t know via
roles and expertise
recommendations
Files
Post, share, and discover documents, Micro-blogging
presentations, images, and more Reach out for help your social network
Wikis
Bookmarks
Create web content together Save, share, and discover bookmarks
Activities Ideation Blogs
Organize your work and tap your Gather structured feedback through Ideation Blogs
professional network from customers/employees
Forums
Exchange ideas with, and benefit from the Blogs
expertise of others Present your own ideas, and learn from
others
Media Gallery
Upload images and videos for viewing and
share inline in community

8. NO!
Hi! Hello
It’s about being engaged, tools are just a
medium

9. Culture Talk Critical Culture Openness Creative Learn
Culture
Transparency Culture Culture Listen Culture Discuss
Nimble voluntary Enthusiasm adoption Trust Culture
Culture
Communication Culture Consideration Culture
Responsibility respect Culture mentality contribution
IT’S ALL ABOUT CULTURE!

10. Social?

11. Collaborate

12. Benefits of being social
Attract &
Retain Talent
Improve
Reduce Risk Morale &
Satisfaction
Foster Enhance
Innovation Productivity
Drive Growth
&
Performance

13. Social benefits
• 87% of IBMers collaborating with others in
communities increase their skills
• 84% are able to access experts quicker
• 74% increase their productivity
• 64% improve their personal reputation
IBM Market Insigths, July 2007 Survey of over 2200 GTS Employees

14. Rigid Hierarchical structures

15. Or is a new way of connecting needed?
Good day!
How Can I
help?
HELP!
Hello Welcome
Hi
Can
What do someone
you think?
help me?
What are
you Did you
working see this?
on?

16. Join forces
Community: An interactive group of people
joined together by a common topic of interest.

17. User types
The Creator: Creates and shares content, writes blogs, instigates
change and starts creative processes
The Critic: Responds to content created by others, reviews and
updates Wikis
The Collector: Organizes data, collects bookmarks, tags others data,
loves to structure in Communities
The Joiner: A conversationalist who loves to be connected and to
communicate but doesn’t necessary adds or updates much content
The Spectator: The silent onlooker. Consumer of data but hardly
ever contributes or joins in the conversation
The Inactive: The ones that are there but not there. Those that
simply won’t use Social Business and will if possible revert back to
old structures and sources

18. Governance

19. Guidelines & Policy
• Stimulate versus regulate
• Involve your users and ask them for input. They are
much more likely to follow and feel connected to it if
you do.
• Refer to existing contract stipulations, NDA’s & Code
of Conduct, don’t simply repeat what is in there
already
• Make it relevant to your situation
• Don’t make it overly broad. You will never catch all
possible situations

21. Etiquette
Etiquette = Manners + Principles
Manners depend on culture, location and context while
principles remain.
Respect Honesty Consideration
Growing and evolving, not static!

22. Culture, location & context
Connecting across cultures requires understanding and respect.

23. Control
The most effective • Governance board
means of etiquette • Community managers
control rely less on • Education & training
rules and sanctions, • Materials & resources
and more on norms, • Ongoing monitoring
values and the and evaluation
influence of peers.
http://public.dhe.ibm.com/common/ssi/ecm/en/epw14014usen/EPW14014USEN.PDF

24. Trust or control?
Contracts, policies, guidelines,
Responsibility
NDA’s, Monitoring
Loyalty
Involvement
Training, education,
support
Commitment
Encouragement &
Trust
empowerment
Respect
Transparency
Leadership
Openness

25. Lead by Example
•
•
Train the Trainer
Early Adopters
Practise
•
•
Champions
Leadership!
what
you
preach

26. Keep it positive
Don’t tell them what they do wrong, tell them how to do it better!
Train
Teach
Learn
Explore
Experiment

27. And when they mess up?!?
Identify
Incorporate Correct
Extrapolate Learn
Educate
You can’t undo what has already been
done but you can learn from it!

28. Power of a thank you
Engage
Respond
Validate
Acknowledge

29. Negative feedback and criticism
• Choose the right platform: Private vs. public?
• Always try to see the bigger picture. What is it
that you want to achieve: Educate or Correct?
• Peer-reviews

30. Learning curve, let Give the social
Initial spike in
your users process a chance to
‘irrelevant’ content
experiment correct itself
Make people aware
An irrelevant
what your goals are
discussion might lead
but let them find their
to relevant content
own ways of doing so

31. Anarchy & ‘lolcats’?

32. External facing
Why should • Respect the stake
external facing everyone has in the
behaviour be process
different from • Make sure you specify
clear guidelines
internal behaviour
• Make sure people
if you trust your know where to turn to
people to be for help
responsible?

33. Starting a social revolution
Analyze your
corporate culture
celebrate
Monitor and Identify your
evaluate ‘win’ points
Iterate & Improve
Energize Activate
Identify potential
Spread the news!
risks/restrictions
Don’t wait for the perfect moment:
JUST DO IT!
Energize Set up guidelines
management & policies
Locate possible
Determine the
champions and
tools you need
early adopters
Create training /
campaign
materials

34. De toekomst?