Presentation by Erik Korsvik Østergaard and Kasper Risbjerg during Social Media Week CPH 2014.
A wave of sociological and technological trends highly affects the strategic direction of most companies – whether they are global or local.
At the center is competitiveness through agility and adaptability – something Social Business promises, but has struggled to deliver.
The two speakers took the audience through an engaging and provocative session on what it takes to succeed as a Social Business, what mindset is needed and why they believe leadership is more important than technology.
They examined topics like:
* What is the current state of Social Business?
* What are the pitfalls of adoption?
* Which conditions are needed for success?
* What role does leadership play?
* Why is Social Business after all still the solution to competitive advantage?
3. content
less tech – more leadership
competitiveness through adaption
social business
leadership through socialising
leadership through brand value
where are we today? how to get started?
5. ”
Berlingske Politiko, 23-Feb-2013
Bjarke Møller, Chief Editor, ”Mandag Morgen”
The most competitive
companies are able to compete
in spite of high prices and high
wages, and they are quicker to
adapt and develop new
products and service solutions
that provides consumers more
value and better customer
experiences
10. leadership and soc biz
are catalysts
social business
leadership through socialising
Kilde: CIPD Hackathon report, 2013, fra ”the MIX”: Hacking HR to build an adaptability advantage
15. social business – unplugged
authentic and transparent
trust, care, motivation, involvement
long-lasting commitment
ready for change
16. social business
three business cases
• communication, dialogue, culture,
leadership
?!
• expertsystems, q&a, crowd sourcing
• single/douple-loop learning, infused
BPM
17. social business – plugged
present and transparent
involving and real-time
integrated and available
be present, often
create relations and broadcast results
visualise support and help
share experiences
support collaboration and sharing
support rating and commenting
TO-DO
18. leadership and soc biz saves money
agile and adaptable organisation
better risk management
social business (un)plugged
happier, motivated employees
less sick leave
higher employee retention rate
23. social media refers to interaction among people in which they create and share
information in virtual communities
brands are a natural community of people identifying with each other with a shared
set of beliefs
a social business is an organization that is more open, transparent and participatory
in conversations and activity that defines markets
Source: Wikipedia
26. advocacy = sales
53% of change in sales can be attributed to advocacy
Source: The Most Powerful Brand on Earth
27. don’t be social for the sake of social
social media is about relationship
28. business cannot just be customer-centric, they
must be customer-activated - it's just table stakes
Source: IBM – The Customer-activated Enterprise
29. executives are struggling – we are to blame
52%
of top executives are
informed, engaged and
aligned with social
strategy
26%
have a hollistic
social business
approach
Source: Altimeter Group
36. 250+ IBM senior experts & execs in Select Program
5,000+ IBM experts in Forward Thinker Program
430,000+ IBMers trained on social media
61,000,000+ IBMer social media connections
37. +141% reach +157% engagement
+177% amplification
what matters is the right network
38. establish an environment of trust
this is the step where most organizations fail
Source: Simon Sinek
39. when you have trust and you get that trust in place throughout
the company, people are empowered – people are free
- Angela Ahrendts, former CEO
of Burberry, now SVP at Apple
40. In today’s world you can only control the narrative of a
brand by focusing on (real) purpose and values
41. poll
which of the following outcomes can you attribute to your
social business program in the last 12 months?
less tech – more leadership
41
48. get started
talk about it – focus on WHY
agree on your ambition and intention
engage in leadership,
both plugged and unplugged
there should not be a social strategy, but only a
customer experience strategy
less tech – more leadership
49. Social Business Unplugged
less tech – more leadership
Kasper Risbjerg @KasperRisbjerg
Erik Korsvik Østergaard @ErikQstergaard
Notas do Editor
BRAND ADVOCATES = 0.001% OF BRAND BASEaccounts for 10-30% of itsearned media