This presentation was delivered to an audience of IT & Marketing Directors. The presentation was designed to provide an introduction to Social Business, looking beyond the hype & covering WHY, HOW & WHAT

1. SOCIAL
BUSINESS
In Association
with
So What ..?
Sunday, 4 March 12
The aim of the workshop is to provide an insight into Social Business, E2.0, Social Media & all
of the above & deliver it from a Business perspective.
Look behind the hype & share three case studies where it has delivered tangible benefits for
the businesses involved.

2. Daniel Watts
Synergem Solutions Limited
07771 762 816
daniel@synergem.eu
http://uk.linkedin.com/in/danielpaulwatts
@synergem
Mike Briercliffe
07712 134 142
mike@briercliffe.com
http://uk.linkedin.com/in/mikebriercliffe
@mikejulietbravo
Sunday, 4 March 12

3. WHY..?
Sunday, 4 March 12
Why is Social Business Important
Huge amount of hype....
Half a dozen reasons why I think it is important for business & why it will become even more
so in the future

4. Communication
Revolution
Sunday, 4 March 12
We are going through a dramatic communication revolution
Fundamentally - Personal & professional lives..
Our networks have grown exponentially, what now...
Now an estimated 60-70% of the buying process takes place before a customer even engages
with you.

5. Sunday, 4 March 12
Research by organisations such as McKinnsey is proving that those companies who collect &
manage Big Data are out performing their competitors by 5-10%

6. Scientific Management is not Enough
Sunday, 4 March 12
Scientific management is over 120 years old & although still has a place within business it is
becoming out dated.
The methodology of establishing the best way of delivering a process, engineering out the
faults & inefficiencies has become too slow, it is too easily copied & there is always someone
around the corner who can do it cheaper.

7. Command
&
Control
Command
&
Collaborate
Sunday, 4 March 12
The old fashioned methodology of command & control is also becoming dated.
Accelerated by IT has helped engineer out huge numbers of people & many businesses we
are left with knowledge workers & decision makers.
IT is no coming full circle & instead of removing these people it is focusing on how to
connect & improve communication to help these individuals make better business decisions

8. Sunday, 4 March 12
Business has always gone through change...Why is this critical now..?
Well the pace is page is accelerating at an unprecedented rate & is only going to get faster.
Those businesses that can manage this change more effectively will be the market leaders of
the future

9. SPEED & AGILITY
Sunday, 4 March 12
Last century scale was everything & reducing cost to serve, often it took decades to to
become a market leader.
Now it can take a couple years...
Speed & Agility are the dominant traits for business in the future & scale which in the past
may have been a companies greatest strength may prove to be its biggest weakness.

10. World Number One
in SmartPhones
Sunday, 4 March 12
Q3 of 2011 became the market leader in smart phones.
In Q4 they extended their leadership position by selling 35 million handsets
In two years this has moved from being a small part of their business to creating 50% of the
corporate income

11. Sunday, 4 March 12
Where apple has one handset, Samsung has many
Where apple is secretive, Samsung engages with their customers for product development
This has been their success delivering exactly what their customers want & designing their
value chain to deliver new products to market faster than their competition.

12. Sunday, 4 March 12
Like many overnight successes this did not happen overnight
Back in 2007 Samsung started to engage with developers & customers asking them what they
thought would drive the future innovation of phones.
Using Crowdsourcing & integrating it into their product development

13. HOW..?
Sunday, 4 March 12
I have introduced some reasons WHY Social Business is important
Now I would like to touch upon HOW to approach social business.

14. STRUCTURE
Sunday, 4 March 12
Business requires structure
However in the future it will be much more fluid
Historically Organisations have been structured around communication limitations &
knowledge
These boundaries are disappearing as knowledge is dispersed much more evenly across
organisations

15. Sunday, 4 March 12
Street - Spontaneous, energetic, getting noticed, breaking rules, being different
Ballroom - Traditional, structured, has a set of rules & critically is results orientated.

16. Social Media Structure
DETECTION(
ATTRACTION(
QUALIFICATION(
ENGAGEMENT(
INTIMACY(
Sunday, 4 March 12
So what does that structure look like..?
I would like to share Mike Briercliffes theory of 5 levels of engagement & 3 levels of platform

17. WHAT..?
Sunday, 4 March 12
I have talked about Why & How, now I would like to share a few ideas for What...

18. Establish a Communication Policy
High Private Partner Public
Private Partner Public Low
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Who has a communication policy & has it changed since the event of Social Media..?
First & foremost create a communication policy for the future rather than the past
Empower your staff so they have a crystal clear understanding of what is expected.
I split this into the three P's
It should also be recognised that this is rarely static

19. BUSINESS
MARKETING
SOCIAL
Sunday, 4 March 12
Review your strategies in this order...
Go through this process & you will significantly reduce your risk of making mistakes with SM

20. You Are Unique
Sunday, 4 March 12
Business, Culture & People
You change this overnight.
Consider these three elements & then consider how Social Business will deliver benefits

21. IDENTIFY
QUICK WINS
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Business is results driven
Identify quick wins & importantly celebrate them
This will help to engage the sceptics

22. RESOURCE
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Resource your initiatives
Alignment
Identify champions
Ensure you have a senior sponsor

23. TRAINING
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Train your staff
New initiatives will not deliver themselves
Define your expectations & empower your people to deliver them...

24. CHALLENGES
Sunday, 4 March 12
For most businesses there will be significant challenges
Again not exhaustive but some things to look out for..

25. SECURITY
Sunday, 4 March 12
IT is often the focal point for security & managing intellectual property because it can be
easily measured.
Depending on your industry I suspect that breaches in IT are not the biggest risk to IP.
The reality is that the greatest risk is people within the business moving, often driven by the
business itself, particularly in times of austerity
Ensure your company is focusing on the biggest risks, not just the ones that are easy to
measure

26. EMPIRES
Sunday, 4 March 12
Particularly in larger organisations it can often feel that there is greater competition internally
than from external competitors.
Social Business can be seen as a threat to individuals who have built empires & these empires
can be very difficult to break down & have the habit of reappearing

27. We do not
like change
Sunday, 4 March 12
It is inherent in human nature that people do not like change, or very few of us do...
Culture, communication & security inevitably you will experience resistance & it will take time
to adopt.
Be realistic to what you can achieve & the timeframe it will take

28. Transparency & Accountability
Sunday, 4 March 12
After hundreds of years of command & control, knowledge is power & secretive
organisations.
This new level of openness & accountability is often very difficult to adopt.
Integrity is a must for the successful businesses of the future

29. FOCUS
Sunday, 4 March 12
Going full circle to the recommendations earlier in the Presentation, with so much data & so
many opportunities so our biggest challenge will be focus, which is why getting strategy &
direction right is so important.

30. ENGAGEMENT
KNOWLEDGE
TRANSFER
SPEED
Sunday, 4 March 12
Finally if you remember nothing else from the presentation please remember these Three
things.....
Social business is about:
Engagement - Staff, Partners & Customers
Knowledge Transfer
Speed

31. Dynamic Distributor
Portal
• Created a Private Social Platform
• Transforming a distributor network into a
distributor community
• Engagement, Knowledge Transfer & Speed
• The more they know, the more they sell
Sunday, 4 March 12

32. Managed
LinkedIn Group
• Business Technology Group
• Sponsored
• Global (was UK only) membership 17,500+
• Created & managed over two years
• Opportunties, Research & Opinions, Trends,
Sentiment, Agenda Setting, Listening
Sunday, 4 March 12

33. Summary
WHY:
Social Media is revolutionising the way we communicate, business
will adopt these tools for marketing as well as general communication
HOW:
Structure, Structure, Structure
WHAT:
Review - Communication, Security, Strategy
Ensure new initiatives are resourced
CHALLENGES:
Social Business will generate huge change, providing huge opportunities
along with some challenges
BENEFITS:
Engagement, Knowledge Transfer, Speed.
Sunday, 4 March 12

34. Questions..?
Sunday, 4 March 12

35. Daniel Watts
Synergem Solutions Limited
07771 762 816
daniel@synergem.eu
http://uk.linkedin.com/in/danielpaulwatts
@synergem
Mike Briercliffe
07712 134 142
mike@briercliffe.com
http://uk.linkedin.com/in/mikebriercliffe
@mikejulietbravo
Sunday, 4 March 12