Speakers: Femke Goedhart Company regulation versus personal individuality, how do you get your employees to be responsible partners in a Social Business and how do you weigh freedom versus restriction? The whole Social Business idea is based on the idea of each individual having an intrinsic value to the organization that isn't necessarily linked to its role within the organization alone. This begs the question of how to tap this resource without losing control and how to implement and regulate the changes that are going to be needed. How much of this can you regulate (top-down) and how much do you allow to evolve (bottom-up)? Do you set up predefined structures and communities (pushing) or allow users to instigate the community building, opening up the floor to free input and self-empowerment? This session will highlight the difficulties and choices a company will face while making the transition into a Social Business and offer ideas and guidelines on how to do so.

1. A social revolution...
Can I control that??
1

2. @FemkeGoedhart
Business Consultant blogger passionate
Critical Usability Social Media Creative Redbook
Thought Leader IBM Development Silverside
Document Management Listener
Co-worker
Consultant Lotus Runner Social Business
volunteer Enthusiastic Tester Author languages Judge
Administration Functional design BPM Writing
Connections Friend
2

3. Social Business
“An organization that has put in place
the strategies, technologies and
processes to systematically engage all
the individuals of its ecosystem
(employees, customers, partners,
suppliers) to maximize the co-created
value”
http://www.socialbusinessforum.com/what-is-social-business/
3

4. TraditionalBusiness
F1 = Commit F10 = Exit
Data driven 4

5. Connection driven
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6. Company
Internal External
Employee
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7. Social = Tools?
Profiles
Find the people you need Home page
See what's happening across your social network
Communities
Work with people who share common roles Social Analytics
and expertise Discover who and what you don’t know via
recommendations
Files
Post, share, and discover documents, Micro-blogging
presentations, images, and more Reach out for help your social network
Wikis
Bookmarks
Create web content together Save, share, and discover bookmarks
Activities Ideation Blogs
Organize your work and tap your professional Gather structured feedback through Ideation Blogs from
network customers/employees
Forums
Exchange ideas with, and benefit from the Blogs
expertise of others Present your own ideas, and learn from others
Media Gallery
Upload images and videos for viewing and share
inline in community
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8. NO!
Hi! Hello
It’s about being engaged, tools are just
a medium
8

9. Culture Culture Talk Critical Culture
Openness Creative Learn Transparency Culture
Culture Listen Culture Discuss Culture
Nimble voluntary Enthusiasm adoption Trust
Culture Communication Culture
Consideration Culture Responsibility respect
Culture mentality contribution
IT’S ALL ABOUT CULTURE!
9

10. Social?
10

11. Collaborate
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12. Benefits of being social
Attract & Retain
Talent
Improve Morale
Reduce Risk
& Satisfaction
Foster Enhance
Innovation Productivity
Drive Growth &
Performance
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13. Social benefits
• 87% of IBMers collaborating with others in
communities increase their skills
• 84% are able to access experts quicker
• 74% increase their productivity
• 64% improve their personal reputation
IBM Market Insigths, July 2007 Survey of over 2200 GTS Employees
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14. Rigid Hierarchical structures
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15. Or is a new way of connecting
needed?
Welcome
Good day!
What do you
think?
How Can I Did you see
help? this?
Ehh?
What are
you working
on?
Hi
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16. Join forces
Community: An interactive group of
people joined together by a common
topic of interest.
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17. User types
The Creator: Creates and shares content, writes blogs,
instigates change and starts creative processes
The Critic: Responds to content created by others,
reviews and updates Wikis
The Collector: Organizes data, collects bookmarks,
tags others data, loves to structure in Communities
The Joiner: A conversationalist who loves to be
connected and to communicate but doesn’t necessary
adds or updates much content
The Spectator: The silent onlooker. Consumer of data
but hardly ever contributes or joins in the conversation
The Inactive: The ones that are there but not there.
Those that simply won’t use Social Business and will if
possible revert back to old structures and sources
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18. User types
The Creator: Creates and shares content, writes blogs,
instigates change and starts creative processes
The Critic: Responds to content created by others,
reviews and updates Wikis
The Collector: Organizes data, collects bookmarks,
tags others data, loves to structure in Communities
Text
The Joiner: A conversationalist who loves to be
connected and to communicate but doesn’t necessary
adds or updates much content
The Spectator: The silent onlooker. Consumer of data
but hardly ever contributes or joins in the conversation Lurker?
The Inactive: The ones that are there but not there.
Those that simply won’t use Social Business and will if
possible revert back to old structures and sources
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19. Governance
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20. Guidelines & Policy
• Stimulate versus regulate
• Involve your users and ask them for input.
They are much more likely to follow and
feel connected to it if you do.
• Refer to existing contract stipulations,
NDA’s & Code of Conduct, don’t simply
repeat what is in there already
• Make it relevant to your situation
• Don’t make it overly broad. You will never
catch all possible situations
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21. 21

22. Etiquette
Etiquette = Manners + Principles
Manners depend on culture, location and context
while principles remain.
Respect Honesty Consideration
Growing and evolving, not static!
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23. Control
The most effective • Governance board
means of etiquette • Community managers
control rely less on • Education & training
rules and sanctions, • Materials & resources
and more on norms, • Ongoing monitoring
and evaluation
values and the
influence of peers.
http://public.dhe.ibm.com/common/ssi/ecm/en/epw14014usen/
EPW14014USEN.PDF
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24. Give the right support for what
you ask
Commitme Involveme Responsibil
Loyalty
nt nt ity
Contracts, policies,
guidelines, NDA’s, Monitoring
Training, support Openness
Transparen
Respect Trust
& education
cy
Encouragement
& empowerment
Leadership
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25. Lead by Example
• Train the Trainer
• Early Adopters
Practise
• Champions what
• Leadership! you
preach
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26. Keep it positive
Don’t tell them what they do wrong, tell them how
to do it better!
Train
Teach
Learn
Explore
Experiment
26

27. And when they mess up?!?
Identify
Incorporate Correct
Extrapolate Learn
Educate
You can’t undo what has
already been done but you can
learn from it!
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28. Negative feedback and
criticism
• Choose the right platform: Private vs. public?
• Always try to see the bigger picture. What is it
that you want to achieve: Educate or Correct?
• Peer-reviews
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29. Power of a thank you
Engage
Respond
Validate
Acknowledge
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30. Learning curve: let Give the social
Initial spike in
your users process a chance to
‘irrelevant’ content
experiment correct itself
An irrelevant discussion might Make people aware what your
goals are but let them find their
lead to relevant content
own ways of doing so
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31. External facing
Why should • Respect the stake
external facing everyone has in the
process
behaviour be • Make sure you specify
different from clear guidelines
• Make sure people know
internal where to turn to for help
behaviour if
you trust your
people to be
responsible?
31

32. Starting a social revolution
Analyze your
corporate
celebrate culture
Monitor and Identify your
evaluate ‘win’ points
Energize Activate
Identify
Spread the potential
news! risks/
restrictions
Iterate & Improve
Set up
Energize
guidelines &
management
policies
Locate
possible Determine
champions the tools you
and early need
adopters Create
training /
campaign
materials
32

33. Starting a social revolution
Analyze your
corporate
celebrate culture
Monitor and Identify your
evaluate ‘win’ points
Don’t wait for
Energize Activate
Identify
Spread the potential
the perfect
news! risks/
restrictions
moment:
Energize
management
GO FOR IT! Set up
guidelines &
policies
Locate possible Determine
champions and the tools you
early adopters need
Create
training /
campaign
materials
33

34. L
De toekomst?
A
CI
S O
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35. 35