Practical steps towards being a social business

Practical steps towards being a social business

21.9.2011 Richard von Kaufmann // concepting director // co-founder

We help with social media
guidance, marketing, analysis,
and organizational collaboration.

(registered 2007)

OSKE (TEM) Collaboration Environment

shared space

5 Steps towards being a Social Business

ra llel Social media with partners
in pa
ped
elo
dev Social media with employees
be
can
Social media with clients

Social Media Team

Social Media Strategy

What is social media?
Online applications, platforms and media which
aim to facilitate interaction, collaboration and
the sharing of content.
(Universal McCann’s Social Media Research Wave 3, 2008)

No Doubt
Social media has change the way we do things.

New contact books

New encyclopedias
New photo albums
New diaries

New Potential
Now it’s changing the way we do business.

New marketing

New communication New intranets New workflows
channels

salesforce.com, 2011

www.company facebook.com/company

Customers are becoming more social
There are now 3 types of customers:

• traditional
• online
• social

“[Social customers] require a different level of engagement.
They’re connected. They’re influential.”
Brian Solis, Altimeter Group

Why be a Social Business?
Engage with social customers and
build a business to support them.
Improved collaboration between
employees, partners and
customers.

C M O ost of issed pportunities

Ask not what is the the ROI of social media
Ask what is the cost of not doing it

listen more
Use monitoring tools for tracking
social media discussions

Start guiding conversations
Influencing and guiding social media
“conversations” is now a necessity and
should be part of the overall customer
relations / marketing strategy.

Brand Friend: Friendship Growth
Community driven

Intimate
Friendship
Acquaintance
Awareness

Growth Viral

Brand Friend: Friendship Growth
Community driven

strategy
soc ia l media

Intimate
Friendship
Acquaintance
Awareness

Growth Viral

Brand Friend: monitoring
Community driven

Intimate
Friendship
Acquaintance
Awareness

Unaware
Anger
Indifference
Avoidance

Growth Viral Deterioration

Brand Friend: reacting quickly
Community driven

Intimate
Friendship
Acquaintance
Awareness

Unaware
Anger
Indifference
Avoidance

Growth Viral Deterioration

Engagement & Support

Quality product / service

Social Media Team



Media campaigns



“It’s not a campaign – it’s the
start of a relationship”
Jeremiah Owyang, Altimeter Group

Media campaigns Social conversations



useful, entertaining, relevant

Digital marketing




Customer evangelists

Digital marketing




Social Media “Marketing” Strategy:
• What are objectives
• Target groups/audiences
• What does the audience expect
• What do we want the audience to do
• What do we do to achieve these goals
• Continuity with brand identity (tone of voice, etc.)
• How do we know we have succeeded
• How can we keep the activity going
• How do we respond to a crisis situation

Customer support is marketing
Happy customers tell a few friends.
Unhappy customers tell many more.

Avoiding Dell Hell
Negative discussions can quickly escalate
out of control.
Being responsive to criticism can help
rebuild and often reinforce relationships.

Dell now has reputation as being one
of the most switched on users of social
media. They have earned over $3
million in revenue directly through
Twitter since 2007 (Dell, 2009)

Provide more social support
Benefits:
• Fast
• Simple
• Convenient
• Collaborative
• Customer friendly

Reach out through social platforms
Customer support can be provided through
existing social media services.
Go to where your customers already are.

Advanced customer support
Provide customers with services
that are useful, entertaining and
relevant.

Terveystalo produced an
appointment app using
marketing funds

Purple Cows
To get noticed in today’s market you need to:

• Be a “purple cow”*, i.e. be remarkable and stand out from the crowd.
• Find interesting, authentic stories behind your team, brand, product or
company.

• Provide marketing content that is: entertaining, useful and relevant

* http://www.fastcompany.com/magazine/67/purplecow.html

Tell your story
• What do you stand for
• Who you are
• What your goals are
• What is happening
• Your values

Start blogging
Start conversations and promote
internal and external knowledge
sharing.

A focused topical blog can be
used to claim your space as
an expert in the field.

Support your communities
Supporting communities can
enhance customer engagement,
trust, loyalty, passion, interaction
and brand awareness

Gift Giving
• Trust comes via authentic voices
• Reciprocity comes via participation
• Social capital comes via recognition

[Miettinen 2009]

!

Competitions are popular

Friends of Fans
Discovery
Fans and Awareness
Campaign Recruit, Engage
and Convert

Champion Users
• From across the organization
• Setting the right usage rules for
collaboration tools is crucial
• New users learn the rules through
observing how the community is already
using the space.

http://www.ﬂickr.com/photos/center_for_jewish_history/4352152712/sizes/o/

Social Media Guidelines
Educate users on basic
participation guidelines:
• representing self
• seeking permissions
• avoiding offence
• giving credit
• asking questions
• use a smiley when you mean it
lamunecadelasonrrisaalegre.blogspot.com

Riikka Pellikka -
OSKE Chief Community Manager

Generation Y: mid 1970s to 2000

The importance of Generation Y

• Actively engaged Generation-Y employees as
key “transformers” (connectors)

• Gen Y have been sharing and collaborating
online most of their lives

Starting small
Social media skills are new to many employees and
therefore it is important to start with easy but
beneficial tools and collaboration workshops.

OSKE Collaboration Workshops*
Preparation 1st Month 2nd Month 3rd Month 4th Month

Client Q&A / Online
survey

Yammer & Google
Sites Setup

6 x Community
Manager / Admin
Workshops

“The social media policies introduced by Zipipop 6x User workshops
have already improved our communication and
collaboration processes. Although many of the
participants had no previous experience using
social media, Zipipop’s training has enabled them
User review workshop
to fully engage with the new technologies.”

Riikka Pellikka (OSKE, Head of Communications)

* Workshop order and months grouped and adjusted to aid understanding

Zipipop trains organizations to better
manage this space Partners /
stakeholders

RULES
GUIDANCE
Business / SUPPORT
organization
Customers

What is a Community Manager?
A Community Manager guides
communities towards smooth
and effective collaboration.

http://www.ﬁllmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25

Linking the communities together
Community Managers are being
recruited to manage the interactions
between organizations, partners and
customers.

Falling out of touch
"When a 12-year-old can gather information
faster, process it more efficiently, reference
more diverse professionals, and get volunteer
guidance from better sources than you can at
work, how can you pretend to be competitive?"

Thomas Friedman, The DIY Economy, New York
Times, December 2009

http://www.ﬂickr.com/photos/sachac/222673565/sizes/m/in/photostream/

What really motivates workers?
Harvard Business Review asked 600 managers
to rank what motivates employees:

• recognition
• incentives
• interpersonal support
• support for making progress
• clear goals

Which one did the managers
vote least important?

support for making progress

Which one did 12,000 employee diary
entries highlight as the most important?

support for making progress

Why are organizations using social
media for internal collaboration?

Benefits:
• Find out about each other.

Gartner, October 2009

Benefits:
• Form teams, communities or informal groups.


Benefits:
• Work together on the same work objects.


Benefits:
• Discuss and comment on their work.


Benefits:
• Identify relevant work.


Benefits:
• Identify relevant work.
• Discover other people with common interests.

Benefits:
• Learn from others' expertise.


Benefits:
• Facilitating social interaction by helping people to establish and
strengthen personal relationships, develop trust and, in the end,
reduce friction and accelerate the business processes that people
are engaged in.


Benefits:
• Facilitating social interaction by helping people to establish and
strengthen personal relationships, develop trust and, in the end,
reduce friction and accelerate the business processes that people
are engaged in.
• Accessing relevant knowledge and expertise that can be used to
formulate a plan of action when decisions need to be made.

OSKE Case-study
The main needs were:

• Improve communication efficiency from the coordinating
body to around 200 related members
• Improve collaboration between and within the 13 clusters and
22 centres of excellence

Pass the Parcel

Project management via email attachments can be frustrating.

Cloud Computing

Cloud

New Collaboration Spaces
collabora've 
real‐'me 
hosted
open‐source 
transparent 
ﬂexible
low cost

You have probably already
been working in the cloud?

People can work on the same
document or in the same space.

4Cs of Collaboration
• Community (must have a shared purpose)
• Communication (cultivate an ethic of contribution)
• Coordination (develop scalable processes)
• Co-creation (reward collaboration)

Enterprise Social Services

Forrester Wave: Enterprise Social Platforms Q3’11 Gartner (August 2011) Magic Quadrant for Social Software
in the Workplace

Service Selection Process
• Past experience (+3 years
collaborating online)

• Benchmarking (Confluence,
Elgg, Ning, Basecamp,
Microsoft online docs (beta
release), etc.)

• User collaboration survey

Social media skills
Results from the OSKE collaboration survey show that many members
were already familiar with some key social media activities.

• 75% have commented online
• 60% have downloaded a file
• 58% have used Skype
• 55% initiated a discussion
• 26% have embedded a file
• 17% have not participated in social media

Social Media Toolbox
It is more about guidelines
and coaching than
implementing technology.

Campfire
Basecamp

Daily Workflow
Social tools have to be truly integrated into the daily workflow.

Tools

Taking the Lead
Management needs to dive in.
Make an inviting and productive
place to play together.

http://www.sxc.hu/photo/624694

Without an audience,
we are not motivated… http://www.besser20.de/english

Social software
makes giving feedback easy : )

Social Credit
Recognition as an expert.
Community contributions.

Napoleon said;
“A soldier will fight
long and hard for a
piece of coloured
ribbon.”

Enterprise Micro-blogging

Enterprise micro-blogging uses
conventions developed from consumer
social media: most notably Facebook
and Twitter.

There are many enterprise
micro-blogging services:

Facebook pioneered the development of the live
“News Feed” stream. This interaction format is
now widespread in many services and it is fast
becoming a standard part of business software.

News Feed
components:

• Real-time
• Status Messages
• Links
• Likes
• Comments

Micro-blogging
Business software has
now adapted the News
Benefits:
Feed and micro-blogging
practices to improve • Improving awareness
collaboration within and • Requesting help
between organizations.
• Finding people
• Sharing tips and links
• Coordinating
• Reduces overall email
traffic

• Makes important email
standout

Avoid that spammy feeling

Don’t have
private
conversations
inside a large
open
community!

Yammer Usage:
Large Communities

THINK: “community news stream”

Yammer Usage:
Small Groups

THINK: “micro-forum”

Creating a wider network
X Cluster
Yammer Community OSKE Admins cluster members
Networks are a great way to cluster managers
expand a collaboration “community”
“community”
community. network
network

OSKE.net
admins only
“parent”
OSKE Community X Cluster
network
Network cluster members

Zipipop used Yammer open “community”
Community Networks to all OSKE users
create a linked network of
network
13 OSKE competence “community” network X Cluster
clusters consisting of 22
cluster members
different organizations –
which could use their own
work emails to get access. (“community”
network)

Wiki Spaces

• knowledge storage
• ease-of-use
• comprehensive sharing options

Focused Sites
Information is focused by creating
Google Sites that are set up for
each cluster.
All members can access the main
A

cluster sites, however, closed
project sites can also be created.

hub.oske.net
A place to share news and knowledge A central site that links all parts
with the whole community. of the collaboration environment.

Empowering Users

Employees can add the content
directly.
Big benefits in knowledge generation
and participation.
Structure and content can be easily
post-moderated by Community
Managers.

Collaborative documents popular in OSKE

Data collection and decision-making
The OSKE Secretariat have been using
simple Google Forms to collect data
from the members.

Open Leadership
Using quick online surveys you can easily access your teams
collaborative wisdom to help make decisions.

Internet culture:

• flat
• open
• meritocratic
• flexible

The brightest and the best
"If any organization wants to hire
the best and the brightest around
the world the internal social reality
in that organization is going to have
to mirror the social reality of the
web.”
Gary Hamel, BBC Global Business
May, 2010 Gary Hamel is the originator (with C. K. Prahalad) of the
concept of core competencies. And the Wall Street
Journal recently ranked Gary Hamel as the world's most
influential business thinker

Meritocracy
Ideas should be judged openly on
merit and credited accordingly.
When people watch a YouTube
video they ask whether it was
good or not. They don’t ask who
made it.

http://www.dailymail.co.uk/news/article-1222861/Pensioner-complained-gay-pride-march-warned-police-hate-crime.html

Transparency
We Being open and transparent is not
about giving away secrets, it’s about
being genuine, telling the truth,
enhancing organizational trust, and
winning the support of loyal customers.

I respect and love you!

Shared Value
Companies need to think hard about
creating “shared value”, i.e. the
core activities of a company must
benefit society as a whole.

Michael Porter

Nestle Boycott
This long running dispute is now
using social media to gain traction.

Social Media Benefits (some highlights)

Improve brand visibility.
Use new channels to get closer to customers.
Influence real-time "conversations" concerning brands.
Make customer service more responsive and easier to interact with.
Improve efficiencies and innovations though collaboration.
New ways to support your employees to get their work done.

Kiitos!
Richard von Kaufmann
concepting director // co-founder
puh. 045 11 222 73
s-posti: richard@zipipop.com
www.zipipop.com

Practical steps towards being a social business

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