The document discusses how companies can improve competitiveness through social business and leadership rather than technology. It argues that companies should focus on nurturing leadership through socializing and building brand value. Effective social business requires establishing trust and involving employees to make faster decisions and adapt more quickly to changes.

1. Social Business Unplugged
less tech – more leadership
Kasper Risbjerg @KasperRisbjerg
Erik Korsvik Østergaard @ErikQstergaard
#smwsocbiz

2. why

3. content
less tech – more leadership
competitiveness through adaption
social business
leadership through socialising
leadership through brand value
where are we today? how to get started?

4. competitiveness through adaption
February 18, 2014
© ProActive A/S
4

5. ”
Berlingske Politiko, 23-Feb-2013
Bjarke Møller, Chief Editor, ”Mandag Morgen”
The most competitive
companies are able to compete
in spite of high prices and high
wages, and they are quicker to
adapt and develop new
products and service solutions
that provides consumers more
value and better customer
experiences

6. female shift in
leadership style
aging workforce
volatile markets
radical
sustainability
urbanisation
empowerment
through
connectivity
globalisation
February 18, 2014
© ProActive A/S
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7. Steen Hildebrandt
Lars Kolind, Jacob Bøtter
the resilient organisation
UNBOSS
the purpose driven organisation
leadership
culture
people
systems
surroundings
everything is purpose driven
you have influence on solution and approach
everybody is involved
we use mechanisms, not structures
February 18, 2014
© ProActive A/S
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8. organisations that survive are more
adapting, innovating, engaging
Gary Hamel
(YouTube: Reinventing management for the 21st century)

9. competitiveness through adaptaility

10. leadership and soc biz
are catalysts
social business
leadership through socialising
Kilde: CIPD Hackathon report, 2013, fra ”the MIX”: Hacking HR to build an adaptability advantage

11. leadership through socialising
February 18, 2014
© ProActive A/S
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12. establish a circle of trust and safety
Source: Simon Sinek

13. it has to make sense
purpose
product
team
you

14. purpose driven leadership with #unboss
© Erik Korsvik Østergaard 2013

15. social business – unplugged
authentic and transparent
trust, care, motivation, involvement
long-lasting commitment
ready for change

16. social business
three business cases
• communication, dialogue,
culture, leadership
?!
• expertsystems, q&a, crowd
sourcing
• single/douple-loop learning,
infused BPM

17. social business – plugged
present and transparent
involving and real-time
integrated and available
be present, often
create relations and broadcast results
visualise support and help
share experiences
support collaboration and sharing
support rating and commenting
TO-DO

18. leadership and soc biz saves money
agile and adaptable organisation
better risk management
social business (un)plugged
happier, motivated employees
less sick leave
higher employee retention rate

19. poll
my organisation deliberately nurtures leadership through …
less tech – more leadership
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21. leadership through brand value
February 18, 2014
© ProActive A/S
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22. we want loyal customers

23. social media refers to interaction among people in which they create and share
information in virtual communities
brands are a natural community of people identifying with each other with a shared
set of beliefs
a social business is an organization that is more open, transparent and participatory
in conversations and activity that defines markets
Source: Wikipedia

24. overlap?
HINT: people

25. employee advocacy converts 7x as much
as traditional digital marketing
Source: IBM

26. advocacy = sales
53% of change in sales can be attributed to advocacy
Source: The Most Powerful Brand on Earth

27. don’t be social for the sake of social
social media is about relationship

28. business cannot just be customer-centric, they
must be customer-activated - it's just table stakes
Source: IBM – The Customer-activated Enterprise

29. executives are struggling – we are to blame
52%
of top executives are
informed, engaged and
aligned with social
strategy
26%
have a hollistic
social business
approach
Source: Altimeter Group

30. consistent, predictable, rigid, tightly controlled,
homogenous

31. diverse, dynamic, exciting, individualized, chaotic,
uncontrolled, unpredictable

32. which would you rather be?

34. a new powerful exchange is taking place

36. 250+ IBM senior experts & execs in Select Program
5,000+ IBM experts in Forward Thinker Program
430,000+ IBMers trained on social media
61,000,000+ IBMer social media connections

37. +141% reach +157% engagement
+177% amplification
what matters is the right network

38. establish an environment of trust
this is the step where most organizations fail
Source: Simon Sinek

39. when you have trust and you get that trust in place throughout
the company, people are empowered – people are free
- Angela Ahrendts, former CEO
of Burberry, now SVP at Apple

40. In today’s world you can only control the narrative of a
brand by focusing on (real) purpose and values

41. poll
which of the following outcomes can you attribute to your
social business program in the last 12 months?
less tech – more leadership
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43. where are the organisations?
February 18, 2014
© ProActive A/S
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44. where are the organisations?
they know, they need to act
leadership + talent management is rising
delegation leads to faster decisions and better adaption
less tech – more leadership
February 18, 2014
© ProActive A/S
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45. where are the organisations?
HR has benefited twice as much from
internal socbiz as rest of the organisation
Networked Business Factbook 2012/13
modern HR with soc biz is rising
Predictions for 2014, Bersin By Deloitte
February 18, 2014
© ProActive A/S
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47. benefits
higher motivation
faster decisions
less sick leave
more happiness
higher employee retention rate
adaption and competitiveness

48. get started
talk about it – focus on WHY
agree on your ambition and intention
engage in leadership,
both plugged and unplugged
there should not be a social strategy, but only a
customer experience strategy
less tech – more leadership

49. Social Business Unplugged
less tech – more leadership
Kasper Risbjerg @KasperRisbjerg
Erik Korsvik Østergaard @ErikQstergaard