In 2012, 81% of top Asian companies have a branded social media presence compared to just 10% in 2010. McKinsey reports this year that China has the world's largest community of social networkers, with 95% of web users in large cities maintaining a social media profile of some kind. One of the primary drivers of enterprise social media platforms in the West is the need for companies to be better organised internally to communicate with their customers who spend most of their online time in social networks. “The biggest challenge CEOs face today is getting their enterprises closer to their customers”. The demand for enterprise social media platforms comes mostly from HR, Operations and Property functions and with the increasing use of social media in Asia many CIO’s will be unprepared to understand, debate and advise on its deployment with their peers on the board. This talk describes why social software is at its most transformative inside the organisation, how this specifically relates to IT, what CIOs should be doing to support the business, and how to influence its widespread adoption within the organisation.

1. Social Business
Can you really handle it?
Léon Benjamin

2. Discuss
> Social software in the enterprise is inevitable
• Why and what does it mean?
> In the next three years CIOs will either start a
social business initiative or have one thrust upon
them (latter is the most likely)
• In either case they need to be ready to have very different
conversations with the business and with themselves
> And it won’t be about technology
> These conversations are about;
• The value proposition in business terms
• Why culture matters
• Why ‘social inside’ is 1% deployment and 99% adoption
> Evolution not revolution – “it’s a journey”
Social Business: Can You Really Handle It?

3. Social media use is exploding in Asia
“95% of web users in
large cities maintain a
social media profile of
some kind” (Source: Mckinsey & Co)
Social Business: Can You Really Handle It?

4. Your stakeholders are organised in networks
“Business social
networks tipped
to grow 500% in
China by 2013”
Social Business: Can You Really Handle It?

5. These networks will change you
Attribution: Image from Dachis Group Attribution: Image: Winning by Sharing
Social Business: Can You Really Handle It?

6. Rethinking knowledge management
Higher Lower
Accessibility Business Value
Lower
Accessibility Higher
Business Value
Attribution: Luc Gallopin, KNOWLEDGE IN
Old New
Social architecture handbook
INTERACTION (lives
in people and their
Finite resource Infinite resource
practices)
Internal Internal & external
Command & Control Peer-to-peer, collaboration
Social Business: Can You Really Handle It?

7. Business benefits
Social Business: Can You Really Handle It?

8. Culture matters (build it and they will not come)
Adoption (99%) 70% of initiatives fail without adoption (Gartner)
Install software (1%)
“influence without authority”
Open, Responsive, Supportive
Culture spectrum
Closed, Selective, Controlling
Social Business: Can You Really Handle It?

9. Sei Mani, Virgin Media and Cisco
Over a period of 5 months,
1,300 Fastest, deepest adoption rate more people from 1,000 user
Network Growth (Viral) ever in Europe (50%). Norm pilot have used Quad
is 20%-30% social/community tools than
Pilot Users 20,000 people have used
equivalent tools on SharePoint
over two years
750
30,000
500 3,500 (unique)
Adoption Effect
Adoption Effect
Active Total
WebEx WebEx
Accounts Participants
40 Minimum required 0
200 for critical mass adoption 10,000 Expectation
With 1,000 users 1,000 (unique)
550 3,500
Adoption Effect Adoption Effect
Active Quad
Quad Communities
Users Joiners
0 Minimum required 0 Expectation based on
200 for critical mass adoption 200 1,000 users
With 1,000 users
Social Business: Can You Really Handle It?

10. Sei Mani, Virgin Media and Cisco
http://youtu.be/8_jD957CWq0
Social Business: Can You Really Handle It?

11. Summary: Room for discussion?
> Social business
• Is for companies that are willing to bet more on the future than
they do on the past
> Is your organisation ready? Can you really handle it?
> Benefits
• The future of a company is less about the nature of its issues
and more about its capacity to create social structures able to
solve them
> Can the community do everything better?
> CIOs have a big role to play
• Need to enable openness in a secure, reliable fashion
• IT staff are typically the biggest early adopters
> Senior IT leaders can be biggest ‘stay behinds’
• Entire IT profession is about control; but it’s possible to
be ‘in control, without controlling’
Social Business: Can You Really Handle It?

12. Room for discussion?
> Objects in the mirror are
closer than they
appear......
Social Business: Can You Really Handle It?