Know Your Enemy - how to kill an Enterprise Social Networking initiative
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Slides from my talk at SocialConnections VII in Stockholm about the best way to stop any Enterprise Social Networking initiative and keep people from partizipating on a companies social intranet.
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Know Your Enemy - how to kill an Enterprise Social Networking initiative
- 1. Know your Enemy How to successfully prevent Enterprise Social Networking Alexander Kluge @alecmcint #soccnx #kyESNe
- 3. Alexander Kluge (@alecmcint) #soccnx #kyESNe @alecmcint
- 14. Know your Enemy Please tweet your tips! #kyESNe #soccnx @alecmcint
- 18. When in Rome, do as the Romans do. So let´s assimilate. #soccnx #kyESNe @alecmcint
- 19. Project Setup
- 20. Let IT run the project #soccnx #kyESNe @alecmcint
- 21. Let the E2.0 Enthusiast run the project https://britespokesdevstorage.blob.core.windows.net/images/experiences//brite-spokes- website_sports-enthusiast-image-1.jpg #soccnx #kyESNe @alecmcint
- 22. Special Tip for large Enterprises: Build two competing teams! tecmidwest.blogspot.com #soccnx #kyESNe @alecmcint
- 23. Kick off immediatly. Who needs a pilot project anyway? http://wallstreetinsanity.com #soccnx #kyESNe @alecmcint
- 24. Declare „Social“ has nothing to do with the existing Intranet and its structure! #soccnx #kyESNe @alecmcint
- 25. Set up a detailed 10 year plan for Social Business! #soccnx #kyESNe @alecmcint
- 26. Technology
- 27. Claim „Any Device, Any Place“ right from the Start! Tierto.com #soccnx #kyESNe @alecmcint
- 28. Rebuild your social network according to legal department. Build as many popup windows as possible #soccnx #kyESNe @alecmcint
- 29. Define maximum compatibility. Demand for IE6 support, enable Javascript and Flash. #soccnx #kyESNe @alecmcint
- 30. Define maximum number of featues and tools in your ESN. Your users need options! #soccnx #kyESNe @alecmcint
- 31. Focus on Social Analytics! Build a huge analytics platform! #soccnx #kyESNe @alecmcint
- 32. Integrate critical business processes – and end up with the canteen menu #soccnx #kyESNe @alecmcint
- 33. Communication
- 34. „Facebook and Youtube for our Company“! Management will love that claim! #soccnx #kyESNe @alecmcint
- 35. Don´t care about corporate culture. #soccnx #kyESNe @alecmcint
- 36. Image Video with CEO talking about openess. But let Corporate Com blog in the name of the CEO #soccnx #kyESNe @alecmcint
- 37. Announce massive cost savings by introducing your ESN. This is the right signal for your employess. #soccnx #kyESNe @alecmcint
- 38. Digitalize the employee magazin. Stop the paper version. Write about it in the magazin. Wait till former CEO calls. #soccnx #kyESNe @alecmcint
- 39. Spam the new ESN platform with cat content. Management will love it! #soccnx #kyESNe @alecmcint
- 41. Repeat after me: Don´t ever ever involve middle management! Pro Tip: Start Bottom Up only! #soccnx #kyESNe @alecmcint
- 42. Do not talk to the workers council before launch! Invite the members to your launch party. Thats enough. #soccnx #kyESNe @alecmcint
- 43. Training? Noone ever was trained to use Facebook! #soccnx #kyESNe @alecmcint
- 44. Older employees need new skills! Send in the geeks to teach new technology! #soccnx #kyESNe @alecmcint
- 45. Let departments and Business Units pay per user. Or per Usage. Or both. iStock Photo #soccnx #kyESNe @alecmcint
- 46. Strike back! Now it´s your time: The Empire Strikes Back! #soccnx #kyESNe @alecmcint
- 47. Ask for the ROI #soccnx #kyESNe @alecmcint
- 48. Do not tolerate criticism or dumb questions! This is YOUR COMPANIES network! #soccnx #kyESNe @alecmcint
- 49. Feed the sceptical managers. With VIPs ignoring social, why build an ESN? #soccnx #kyESNe @alecmcint
- 50. Raise the „Shitstorm“ topic. Tell stories you read in cheap newspapers. #soccnx #kyESNe @alecmcint
- 51. Ask for all kinds of certificates. Call for a compliance and security audit. Mention the NSA. #soccnx #kyESNe @alecmcint
- 52. If this does not help: Mention the iCloud hack. Tell you CEO this internet thing is insecure by design. #soccnx #kyESNe @alecmcint
- 53. Build the Social Dessert: Do not support CxO. Leave Top Management alone. #soccnx #kyESNe @alecmcint
- 55. #soccnx #kyESNe @alecmcint And while we are here in Stockholm: The Vasa. An excellent example of failed communication and collaboration.
- 56. Q&A Alexander Kluge @alecmcint #soccnx #kyESNe @alecmcint
Editor's Notes
- ----- Besprechungsnotizen (16.06.14 10:45) ----- I share this with most of you I am not a digital native, but I live fully digital and social ----- Besprechungsnotizen (17.06.14 10:02) ----- And this is porbably true for all of you
- Todays Topic: How can you send the ESN iniiative to the ground of the sea? Our goal:
- Lets assume for the next 25 minutes you are the CFO of a succesful business unit. You believe in law and order You are clearly the Theory X type of guy You build your strong hierarchical organization, command and control Suddenly the CEO has the idea of open non-heirarchical communication and collaboration, partizipation,... Typical situation: CEO loves the project, CFO hates it. My advice for the CFO: Take over project control Projekt hochloben ROI versprechen Budget für 12 Monate zusichern Dann abbrechen, weil Ziele nicht erreicht
- Lets adume for a while we choose the assimilation strategy. We should be borg. Howl with the wolfes Just close a contract with the devil behave as those around do conform to the larger society
- Howl with the wolfes Just close a contract with the devil behave as those around do conform to the larger society
- Let IT run the project. They will come up with a great technical rollout plan, and after your ESN is ready and accessible from every workplace, the project ends. Another good tip: Let HR run the project without Com and IT. IMPORTANT: Dont build interdisciplinary teams Pro Tip: The Technology Leader should be the Leader for Organizational change. Everybody loves him, because he already helps everybody when facing password change problems!
- Take all of your millenials and Generation Y people. Form an incredible team of enthusist. Give them a big communication budget. Let them talk about the power of social media. Give them on incredible year to transform the company in a digital workplace. After 12 Months, cut the budget and every initiative like this is doomed for years.
- One you set up the projekt team: Tell everybody that culture is overrated. In world where collaboration is not enherited in employees mind, nobody will work together online. Remember: If open communication in real life is not an issue, it won´t be online too.
- Social is about Chat, Facebook and has nothing to do with the Intranet and ist CMS. Partizipation, discussion about internal messages from HR? No way! Special Tip: Don´t integrate! Let both platforms exist in parallel mode Declare that it is impossible to switch the startup site of the corporate browser to the social site, so people have actvly go to the social site.
- Implement a Steering commitee with at least 53 members. Not less! Let the steering commitee control the achievemnets and report directly to the board of directors.
- Howl with the wolfes Just close a contract with the devil behave as those around do conform to the larger society
- This is cool. Everybody will expect to work now with every device without boundaries, especially the enthusiasts. IT will not be able to deliver. They digged some holes in the past, the did not tell management, now they want to deliver and the Chief Compliance Officer will stand right in their room. Compliance and Security Officer will shut down every hole you digged in the years before under the hood.
- Always ask questions: Are you sure you want to post this This content can be read by anybody in your department / even outside department Your plattform should contain as many warnings as possible. This will drive adotion a lot!
- Then silently wait for your security audit.
- Then silently wait for your security audit.
- You are the CFO. You love numbers and graphs. Prioritize Social Analytics as the most important part of the project. Claim your goal to measure partizipation , engagement and communication. After this, kill the project simply by calculationg an ROI. Show the degree of network, build huge graphics. Workers Council will love it, too. Advice: Stop the project after 12 months.
- Don´t ever change critical business process. It worked well for years. So why now focus on digital transformation? Don´t integrate critical business process into your connections environment. Just let the employees communicate. Integrate the canteen menu. Thats enough.
- Howl with the wolfes Just close a contract with the devil behave as those around do conform to the larger society
- Compare your ESN as often as you can with Facebook, Twitter, and Youtube. Your management will clearly understand the analogy
- Tell everybody that culture is overrated. Just let us implement the solution. In a world where collaboration is not enherited in employees mind, nobody will work together online. Remember: If open communication in real life is not an issue, it won´t be online too.
- Your CEO has more important things to da than partizipate. This truly can be managed by young communication people
- This is your part as the CFO!! Announce cost savings. This will be the call for workes councils, employees and middle management.
- Maybe former members of the supervisory board, CEOs, workers council reps,...
- Build a guerilla troop. Let them post cat content. Avoid business relevant information. By the way, this is our mother cat, trying to keep my wife home.
- Howl with the wolfes Just close a contract with the devil behave as those around do conform to the larger society
- Don´t bother with Middle Management. They have othe things to do. They try to reach the next management level. They can not help your ESN initiative, so just ignore them. Pro Tip If you can, implement ESN bottom up. Don´t disturb the management. They have anyway more important things to do. Another pro tip: After you ignored the middle management, claim that middle management ignored your project!
- You know the workers council can make all trains stop in germany. So: Don´t inform the workers council They want to discuss everything in detail and keep you from doing your work When ready and everybody is on board, give them access to the system after the launch party Show them especially the online presence system, which is obilgatory to use for every employee
- And: People under 30 don´t need any advice, they own the topic.
- Reverse Mentoring is a cool thing. But you should use it to stop your social business project. Just announce that old fashioned capabilites are now worthless and older people will only survive, when they use modern information technology. Then send in the geeks. Management and older colleagues will get that feeling of realy be welcomed in your company.
- Simply build a system of transfer prices. Let departments pay per user or pay per usage. Or both
- Remember? You asked for Analytics and numbers. Now its your time to strike back Business Unit Manager ignoring project Activly deny new way of working Advice team members to NOT use the newtork Security, Snowden
- Ask for Roi. Dont talk about Return of Non investing. Just focus on pure figures. There will be no clear answer. And you can shut down the initiative. Hey, you are the CFO!
- If someone dares to post a question about the compenies strategy, send him a warning letter If he writes about it in your ESN:Just fire the first who askes directly a question to the CEO There are some examples to be made, after this your Social Network will be a very quiet place Expert Tip: Tell the CEO what would happen if you have to delete a comment. Especialy in Germany you could raise the question, of the deletion of a comment is requiring the co-determination of the workers council Executives LOVE to talk to members of the works council
- Remember, you are the CFO, so meet your CEO, make a date with your CEO. Articles like that might be a real threat to the #BusinessNetworking adoption (understanding her issue of course) - but after the media itself writing down #Facebook, #Twitter and other SocialNetworks right from start (of which we still suffer - there never was a "oh we all use it ourselves now" message) ... With VIP's like her saying: I don't get it, don't want it - you won't see me there - it will give others reasons to deny it too... following her example – it could become "hip" for the late majority to stay out (could be the start of an avalanche) Germans are almost paranoid about digital generally and privacy issues more specifically very well said Rachel Happe McEnroe - I once heard the cool statement: "You better look good, when naked" ... transparency surely can be a threat to management 1.0
- Gi and get a date with your ceo. Talk to him about the importance of security. Just mention snowden.
- If iCloud-Gate does not help, try Snowden and the NSA. „You think we realy should post our thoughts on „caugh“ social network? Talk to him about the importance of security. Just mention snowden.
- Thats what we heard yesterday in the China story of the swedish guy. So do not help, do not „spoon feed“ the executives. So they stay away from the platform. And engagemnt ist killed.
- Especially on english speaking universities the history of VASA is an example of bad Innovation and Projektmanagement. Vasa had two decks with canons. This was the kings order, because the swedish secret service heard of a danish ship that has two canon decks. But keel and rumf already were finished. Now they build a second deck. Stability was so bad that first test showed the boat would turn over when moving people or freight. After the first test – which ended in a desaster – the king the ship to fight the polish. So the boat left the harbor and ended up 1 mile later turned over and sunk to the ground. Ist an example of misleading information, realy bad project coordination, misunderstanding between cusomer and project manager. An vielen englischsprachigen Universitäten ist die Geschichte der Vasa das Lehrbeispiel für misslungenes Innovations- und Projektmanagement. Die Vasa war das erste schwedische Schiff mit zwei Kanonendecks. Diese Innovation wurde durch den König als Auftraggeber gefordert da Geheimdienstberichte von einem dänischen Kriegsschiff mit zwei Decks berichteten. Nachdem der Kiel für die Vasa bereits gelegt war Aufstockung der Decks und der Bewaffnungverschlechterte Stabilität <wurde die Änderung der Pläne vorgenommen. Die Änderung wurde aber hinsichtlich möglicher Nebeneffekte nicht hinreichend abgesichert> KönigSchiffbaumeister <was letztlich zur Katastrophe führte. Das Machtgefälle zwischen Auftraggeber und Projektleiter spielte dabei eine wesentliche Rolle. Eine Verzögerung der Fertigstellung des Schiffes> wie sie zur Absicherung der Überarbeitung notwendig gewesen wäre hätte für den Schiffbaumeister gravierende Konsequenzen haben können