By Christian Carlsson, IBM Denmark, twitter.com/chris_carlsson In lack of a better title, "From Stickmen and Cubicles to Whipping and a Princess Cake" is Christian's take on what Social Business is and what is required to become one. Originally presented at the becomesocial.dk event in Copenhagen May 24th 2012, and other events after that.

1. #becomesocial @chris_carlsson
The recepie for becoming a great Social Business
In the format of Stickmen, Cubicles, Whipping and a Princess
Cake
Christian Carlsson | Digital Leader, IBM | Social Business Practitioner | twitter.com/chris_carlsson
Source: Christian Carlsson (2012)

2. #becomesocial @chris_carlsson
Professional me
Sharing is caring, and caring is the most
effective way for building ANY type of
relationship #becomesocial #socbiz
Started in IBM 1995, in the web team since 2001
Digital Leader for IBM Denmark
Part of Marketing & Communications
Overlooking how we should communicate to the
market, customer, prospects, partners etc. using
digital
MBA from Henley (2008)
I’m not a Social Business Expert, but perhaps an
Expert-in-the-making!
Source: IBM

3. #becomesocial @chris_carlsson
Private me
A Swede in Denmark
Living in Aarhus with my
wonderful wife and son
Love cooking, since I can use
various great ingredients, mix
them all together, be creative,
and feel/taste/smell the result
directly
Source: http://3.bp.blogspot.com/-fHokwdRDLR0/T0RqScDYyAI/AAAAAAAAJvs/CFo0cJeZ04Y/s1600/MS_SC_05.jpg

4. #becomesocial @chris_carlsson
Key ingredients in a Social Business recipe
Technology
People
Culture
Change
Behavior
Leadership
Source: http://4.bp.blogspot.com/-_-UzpGnCmCI/TqSyP9IxCyI/AAAAAAAAAS0/cabykwyFtLc/s1600/DSC_0142+copy.jpg

5. #becomesocial @chris_carlsson
If used the right way, you might get a Social Business.
How do you know if you got it right? Some key characteristics of a
Social Business:
Engaging Transparent Nimble
deeply connecting removing boundaries to speeding up
people, including information, experts business with
customers, and assets, helping information
employees, and people align every and insight to
partners, to be action to drive business anticipate and
involved in results. address
productive, evolving
efficient ways. opportunities.
Source: IBM (2011)

6. #becomesocial @chris_carlsson
Does it matter if...?
No! Interesting and possible for No! Interesting and possible for
any size! any job role, function, or type of
organization!
Source: Christian Carlsson (2012)

7. #becomesocial @chris_carlsson
Example, Threadless.com
Wikipedia: Threadless is an online community of artists and an e-commerce website based in Chicago, Illinois. In 2000,
co-founders Jake Nickell and Jacob DeHart started the company with $1,000 of their own money. Threadless designs
are created by and chosen by an online community. Each week, about 1,000 designs are submitted online and are put
to a public vote. After seven days the staff reviews the top-scoring designs. Based on the average score and community
feedback, about 10 designs are selected each week, printed on clothing and other products, and sold worldwide
through the online store and at their retail store in Chicago. Designers whose work is printed receive $2,000 in cash and
$500 in Threadless gift cards, which can be exchanged for $200 cash.[3] Each time a design is reprinted, the respective
artist receives $500 cash. Threadless keeps rights to the design on clothing; designers keep the rights to their designs
on all other media.
Source: Thanks to Jacob Bøtter for an excellent Social Business example; www.threadless.com (2012)

8. #becomesocial @chris_carlsson
Does Threadless have the key characteristics of a Social Business?
Engaging Transparent Nimble
Yes! They are Yes! Their whole Yes! Due to the
using their whole product development is connection to their
customer base to totally open and community, they
both to create transparent, which know in advance
products, decide makes it possible for what is going to
what is successful, the community to work, and what will
as well as promote participate and engage not.
it. them self.
Source: www.threadless.com (2012); IBM (2011); Christian Carlsson (2012)

9. #becomesocial @chris_carlsson
Examples, from a more internal perspective
E-mail is where knowledge goes to die...
#becomesocial #socbiz
Source: Bill French (1999)

10. #becomesocial @chris_carlsson
Knowledge Transfer and the HR perspective
When people leave an organization or a team they bring with them knowledge and experience that
has accumulated during their time working. At the same time, as new people enter an organization or
team, they spend a fair amount of time to get on-board, understanding their job role, who to speak to,
previous experience, etc. Social Business can help bridging the gap of knowledge transfer, speed up
the process, and drive business results (by the individual employee) faster.
Source: Christian Carlsson (2012)

11. #becomesocial @chris_carlsson
Project status
Or as easy as using a blog for projects status. Whenever someone in the organization
needs an update, you know where to point them. When they have asked three times,
they probably will not ask again…
Source: Christian Carlsson (2012)

12. #becomesocial @chris_carlsson
Organizational Knowledge
People in the organization know everything. By using the network, quickly get official as
well as unofficial answers to your question. We spend so much time each week trying to
figure out how to o our job. Let’s figure it out together! Even better would be if the FAQ for
a specific process actually automatically was updated with the answers below.
Source: IBM

13. #becomesocial @chris_carlsson
Ask and Answers
Have your people collectively help one and other within the organization, and vote for the
best answers to questions or business challenges.
Source: IBM

14. #becomesocial @chris_carlsson
Trust and Credibility in Spokespeople
Studies shows that we trust more in information from Experts, A person like your self, as well as
Regular employees. Therefore, it is outmost important to have these externally engaging and
available, and not hidden away inside the company walls.

15. #becomesocial @chris_carlsson
Experts and the Marketing perspective
Several studies (and real life experience!) shows that we less and less tend to listen to marketing
jibrish and un-authentic corporate messages. The recently updated Edelman Trust Barometer 2012
again shows that people put more trust in Academics, Company Experts, and/or People-like-me, than
they do in any other sources. Social Business can play a key role in surfacing the experts within an
organization, cultivate them, dress them up for external presence, and then link them together with
customers/prospects at the right time and media.
Source: Christian Carlsson (2012)

16. #becomesocial @chris_carlsson
Classic: Please update the spreadsheet…
It’s a classic request. Someone sends out an e-mail asking people to fill in a spreadsheet
and send back. Not only will the person have to spend tons of time collecting it all. The
risk for quality mistakes are high. And it becomes even worse when someone replies to
everyone… But there are smarter ways of doing this, right??! It’s really common sense…
Source: Christian Carlsson (2012)

17. #becomesocial @chris_carlsson
Crowdsourcing and the Innovation perspective
It has been said "Don't let 1 person do 100%, let 100 people do 1%". An organization is built up by people, and the
collective "knowledge capital" in these people should be used for innovation and find better ways to work etc. And not
only for the benefits of the organization, but also for the individual employee (employee satisfaction, personal branding,
self development, experts-in-the-making, etc.). Social Business can help manage the process of crowdsourcing in the
organization, which in turn can lead to new projects, products, services, or other innovative ways of doing business.
Source: Christian Carlsson (2012)

18. #becomesocial @chris_carlsson
Small scale
This can also be achieved on a smaller scale, for instance through the usage of Ideation
Blogs. Here you ask people to come up with ideas, and then the community helps surface
the best by voting, commenting and collaborating.
Source: Illustration, Christian Carlsson (2012)

19. #becomesocial @chris_carlsson
Come on people… it is 5 minutes past 2012!
#becomesocial #socbiz
Source: http://www.leatherbeaten.com/whip_cat.jpg

20. #becomesocial @chris_carlsson
The challenge is that although Chief Marketing Officers (CMO’s)
understand the potential, they are unprepared how to handle the data
explosion, social media, and growth of channel and device choices
88%
Source: IBM CMO Study (2011) ibm.co/cmostudy2011

21. #becomesocial @chris_carlsson
The challenge is that Danish companies have not moved much from
2011 to 2012 in regards to their usage of Social Media – externally nor
internally!
“Afdækning af dansk erhvervslivs brug af web 2.0 teknologier med fokus på Sociale medier, Mobile (og APPS) & Cloud.
Vi belyser, hvor i organisationen (både internt og eksternt) de nye værktøjer og dynamikker skaber mest værdi, og hvilke
ressourcer der investeres. De 6 forretningsområder afdækket er; PR & Kommunikation, Salg & Marketing (inkl. web),
Service & Support, Innovation (R&D, Produkt- & Procesudvikling), HR & Personaleudvikling, Organisation & Ledelse.”
Source: MetroXpress, 25 april, 2012 | socialsemantic.eu 2012

22. #becomesocial @chris_carlsson
The challenge is that also CEO’s are poor at using Social Media in
how they communicate with employees, partners, and customers. And
57% in 3-5 is not good enough!
Source: Forbes.com and IBM CEO Study (2012) ibm.co/ceostudydk

23. #becomesocial @chris_carlsson
Understanding the potential of Social Business, and what needs to be
in place to drive change, can only be learned by doing it your self.
And leaders must be doing this as well!
Source: Forbes.com and IBM CEO Study (2012) ibm.co/ceostudydk

24. #becomesocial @chris_carlsson
Sharing is like having sex or good food, well, almost…
#becomesocial #socbiz
That was the whipping to get your leadership moving! But on the
other hand. Those of you who do change...
A study by Diana Tamir and Jason Mitchell at SCAN Lab,
Harvard (2012), shows that sharing things abut your self,
activates two parts of your brain – the same two parts that are
activated when you have.... GOOD FOOD! So getting people
sharing should not be that much of a problem, right?
But seriously, if you do it right, Social Business methodologies
can for sure help you solve many of the ongoing challenges
typically found in various types of organizations, like: innovation;
foresight and insight; HR issues; creating an interesting
organization to work in; efficiency; collaboration; breaking down
the silos; breaking down traditional marketing and communication
practices, etc.
Source: http://www.riceplex.com/images/NP-carrots.jpg

25. #becomesocial @chris_carlsson
Depending on how you mix things together…
Technology
People
Culture
Change
Behavior
Leadership
Source: http://4.bp.blogspot.com/-_-UzpGnCmCI/TqSyP9IxCyI/AAAAAAAAAS0/cabykwyFtLc/s1600/DSC_0142+copy.jpg

26. #becomesocial @chris_carlsson
… the result can either be a loaf of white bread: very dull,
fluffy, and without much energy.
Source: http://food.sulekha.com/dishimages/24849.jpg

27. #becomesocial @chris_carlsson
… or it can become the best damn cake you ever had!
Hello world: meet the Swedish Princess Cake. Enjoy!
Source: http://semiswede.files.wordpress.com/2011/07/img_2479_princesstorta.jpg

28. #becomesocial @chris_carlsson
 5 steps to Social Business success LINK
 Social Business from a LEAN perspective LINK
 Social Business: Where It's Been & Where It's
Going LINK
 Porter’s Five Forces and Social Business LINK
 Become Social LINK
twitter.com/chris_carlsson
linkedin.com/in/christiancarlsson
christian.carlsson@dk.ibm.com
+45-28 80 45 53
Source: Christian Carlsson