Presentation at the Shared Services & Outsourcing Network conference in Melbourne 21 May 2013. Welcome to the new “normal”? Rather than efficiency at scale… connectivity at scale. This presentation focuses on how to use social to outsource.

1. Harnessing Social Media
May 2013
Steve Hallam, Partner Deloitte
@sahallam

2. Contents Introduction
Social media is not an added
feature
Our use of technology is
fundamentally changing
Our relationships
The organisational context
A framework
Questions

3. Social media is not
an added feature

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1. Static web 2. Social on the side 3. Micro-networks
The social web

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The digital economy changes how we live and work
Goglobe

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In-store Facebook Likes

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Gamification

8. Our use of technology is
fundamentally changing

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Traditional User Digital Natives Generation Connected
Brian Solis

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A magazine
is an iPad that
doesn‟t work
http://www.youtube.com/watch?v=aXV-yaFmQNk

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How do you like them Apples?
Mollie Sterling (2001)

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13. Our relationships

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• Paul Adam’s research indicates that
people don’t have one group of friends
• Treating all of our relationships as one
homogenous group is very limiting
Our relationships aren‟t homogenous
• Our identity changes as we traverse
our social groups
• The context to social interactions
are vital
OfflineOnline
Paul Adams
Colleagues

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• Paul Adams built on
Mark Granovetter’s earlier work
on Weak Ties
• Social networks reduce the signalling
costs involved in social cohesion
Who are your real friends?
• This allows people to maintain “weak”
social connections that we would otherwise
abandon
• Most people have about 5-10
strong ties
Paul Adams

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Who do you trust…?
34%Regular Employee
43%Government official or regulator
43%A person like yourself
47%NGO representative
50%CEO
53%Financial or industry analyst
64%Technical expert in the company
70%Academic or expert
2011 2012
29%Government official or regulator
43%CEO
46%Financial or industry analyst
50%NGO representative
50%Regular employee
65%A person like yourself
66%Technical expert in the company
68%Academic or expert
Edelmen Trust Barometer 2012

17. The organisational
context

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From „Industrial‟ to „Digital‟ to „Post digital‟
Organization
Channel
Market approach
Customer type
Market condition
Industrial
• Specialization
• Process-focused
• Single channel
• Plan based
replenishment
• Un-informed
• Homogenous
• Brand and supply driven
Digital
• Functional model
• IT-focused
• Multi-channel
• Transaction based
replenishment
• Informed
• Segmented
• Brand and customer
access driven
Post digital
• Interdisciplinary
• Collaboration-focused
• Omni-channel
• Intention based
replenishment
• Connected
• Personalized
• Customer and social
network driven

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Crowdsourcing is a essentially a form of outsourcing
Crowdsourcing
BUT
Crowdsourcing is distributed to a group of
people who are usually anonymous or public,
whereas outsourcing is directly sourced to a
specific company (or companies).
Crowdsourcing is now extending beyond
pure labour arbitrage.
In my opinion, crowdsourcing has generally been used as labour arbitrage
• extend a labour market
• distribute micro-tasks to a long-tail of workers, and
• relies on monetary rewards.
AND…

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Social sales

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Social support

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Crowdsourced
Lipsticks

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Crowdsourced archives

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Social knowledge
management

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Crowdsourced testing

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Social capital / influence

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Welcome to the new “normal”?
Rather than efficiency at scale
…connectivity at scale

28. The key ingredient…
unlocking passion

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Power of Pull by John Hagel, sketch by Jessica Esch

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• Unlock passion
• Increase knowledge flow
• Answer the unknown unknowns
Enterprise social
platforms are the
key to …

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What’s your Deloitte?
we used a simple principle: get your people
inside your brand, and you’ll get your brand
inside your people.
we used yammer to showcase 650 designs
for t-shirts submitted by employees, and our
people connected beyond anything we
could have imagined.
we ended up with our 6,000 people getting
10,000 t-shirts for themselves and their
loved ones.
David Redhill
cmo
Deloitte Australia
Brands are now co-created

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You‟re the Creative Director

33. A Framework

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Policy Guidelines Steering
Committee
Monitoring
& Crisis
Management
Training

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From 40 pages to 3 words
“We say to our people, „you‟re professionals. Don‟t
embarrass us, and don‟t embarrass yourself. We
empower you, and we trust you.” - Gerhard Vorster
Empower & Trust
The Deloitte Social Media Policy

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• Only those people who are authorised may
speak on behalf of Deloitte
• When speaking on behalf of yourself be
clear for whom you speak
• Be open and honest and respect your
audience
• Search first, then create
• Consider the future – how will your content
be used tomorrow
• Check your facts
• Quality matters
• Assume any content you didn’t create is
protected by copyright laws
• The buck stops with you
• If you create a Social Media space, you’re
responsible for its content
Social Guidelines

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Steering committee
“When I first heard about social media I
thought it was a thing best avoided.
I’m really pleased that I’ve gotten to
understand the power of this medium.
Although its complex, fast changing
and full of risks, the rewards are
unbelievable.
Without social media you’re just not
going to communicate with your
younger team members.
So my advice is you can’t ignore it. Join
in.”
Giam Swiegers
CEO
Deloitte Australia
• Senior ownership
• Diverse & representative
• Multi Disciplinary (Legal, LOBs,
HR, Marketing, etc)
• Set strategy
• Set guiding principles
• Establish accountability, roles and
responsibility

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• Digital mentors
• Reverse mentoring
Training
“Once we realised that social
media couldn’t be controlled, we
looked beyond our usual
frameworks & standards
for other support.
To our own surprise, our own
people & community became our
best control.”
Tommy Viljoen,
Partner Risk Services

39. Summary

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Summary
1. Social isn‟t an added feature
2. Our use of technology is
fundamentally changing
3. Social media allows you to maintain
relationships that would otherwise
lapse
4. Welcome to the new “normal”
5. The key ingredient is to unlock
passion
6. Be open, honest & respectful
7. Scale from the edges

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Thanks
Any questions?
Steve Hallam
Partner
sthallam@deloitte.com.au
@sahallam

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