Talk given at Brunel University on Jan 11, 2012 as part of the Social Web module for Computer Science http://cs3010sw2011.blogspot.com/

1. Getting Social
… Doing Business Andy Piper | @andypiper | andypiper.co.uk
"social bridgebuilder" & Community Lead, IBM

2. #socbiz
#CS3010
@andypiper

3. “Social Business”?

4. Social business defn #1 (philanthropic)
“a social business is a non-loss, non-dividend company designed to
address a social objective within the highly regulated marketplace of
today.” (Wikipedia/Nobel Laureate Prof. Muhammad Yunus)
“ideas, businesses and people who are creating positive social
change.” (socialbusiness.org)

5. Social business defn #2 (commercial)
“As each company looks to incorporate social networking technologies,
it is, in fact, becoming what IBM calls a Social Business.” (ibm.com)
“It means that every department, from HR to marketing to product
development to customer service, uses social media the way it uses
any other tool and channel to do its job. A company that uses social
networking tools fluently to communicate with people inside and
outside the company acts as a Social Business.” (ibm.com)

6. Let’s talk about… “social”
What is “social”?

7. Social Networking Everything

8. People are social

9. Events are social

10. The Web is Social

11. Social Media is…?

12. History

14. Big Cheese A big Co
Department Z
VP 1 VP 2
Name Name
EXEC 1 EXEC 2
Name Name
MINOR 2NDARY
FROMAGE FROMAGE

16. Times change...
how does that affect a
Large Company?

17. http://ibm100.com

19. Pop Quiz!
• what communication and
collaboration tools do you think we
use in business?
• name as many technologies,
platforms, tools and techniques as
you can!

20. Advice from a colleague:
“Get an office and home PC. Use
PROFS (the internal messaging
system); your predecessor didn’t and
it showed.”
From his first company-wide email:
“It wasn’t long after I arrived that I
discovered on my office PC that
PROFS mail is an important vehicle of
communication within IBM. Thanks to
all who sent greetings, best wishes,
suggestions, and advice.”
1993

21. 2012

22. “Social networking applications are not new to business. Most such
applications fall into three main categories: external relationships with
customers and brand influences; internal relationships with employees
and partners; and societal relationships with citizens and communities.
Many companies and government agencies already have a variety of
applications in each of these categories, but much remains to be done.
We are still in the early days of learning how to best translate our new
collaborative technologies and applications into more effective business
and societal relationships. The issue is not technology, even though
social technologies are still relatively new. The key issue is
organizational capital, that is, the management practices and cultural
adjustments needed to enable the organization to deploy and take
advantage of these new capabilities.”
http://blog.irvingwb.com/blog/2010/09/reinventing-relationships.html

23. So - what has really changed?

24. “It should come as no surprise to anybody
that IBMers are active in social media. In
fact, we have, I believe, the single largest
community of employees active in social
media anywhere on earth. However, to the
casual observer, it can be difficult to really
grasp our unique approach due to our
employee-led, intentionally decentralized
model for participation…”
http://adamchristensen.com/2010/11/17/introducing-the-ibm-expert-network-on-slideshare

25. We’re on a road to…
Gartner Hype Cycle, July 2011
somewhere?

26. Studies say: everything is “better” - so it must be?

27. What are the consequences?

28. Trust
Education
Guidance

29. Spring 2005

30. Spring 2005
May 2008

31. Summary:
• Follow the BCGs
• Take personal
responsibility
• Include a disclaimer
http://ibm.com/blogs/zz/en/
guidelines.html • Don’t cite clients
EU + FTC rules! • Don’t pick fights

32. Social can improve
business … but nothing is automatic!

33. Connect
http://twitter.com/andypiper
http://andypiper.co.uk
http://slideshare.net/andypiper

34. Image credits
• LEGO office http://www.flickr.com/photos/legozilla/3553485678/
• History of communications / social
http://www.flickr.com/photos/mazer73/4008898003/
http://www.flickr.com/photos/freefoto/533626295/
http://www.flickr.com/photos/somewhatfrank/2657896516/
http://www.flickr.com/photos/webbysworld/83822087/
• IBM computer http://flickr.com/photos/killermart/34566562/
• Quotation backgrounds / British Museum http://flickr.com/photos/shawdm/820926627/
• LEGO business bigger now http://www.flickr.com/photos/ntr23/4455169702/
• Deep water http://www.flickr.com/photos/beatnic/3468347540/
• IBM Blogging Guidelines http://www.flickr.com/photos/ntr23/4455169702/
• LEGO business guy http://www.flickr.com/photos/jreed/5250034255/
• Others author’s own, or royalty-free and CC-licensed works from sxu.hu and Wikimedia Commons