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Getting Social
… Doing Business    Andy Piper | @andypiper | andypiper.co.uk
                    "social bridgebuilder" & Community Lead, IBM
#socbiz
 #CS3010
@andypiper
“Social Business”?
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)
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)
Let’s talk about… “social”
     What is “social”?
Social Networking Everything
People are social
Events are social
The Web is Social
Social Media is…?
History
Big Cheese    A big Co
                       Department Z



VP 1         VP 2
Name         Name




            EXEC 1       EXEC 2
             Name          Name




              MINOR        2NDARY
             FROMAGE      FROMAGE
Times change...
how does that affect a
  Large Company?
http://ibm100.com
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!
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
2012
“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
So - what has really changed?
“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
We’re on a road to…
                      Gartner Hype Cycle, July 2011
       somewhere?
Studies say: everything is “better” - so it must be?
What are the consequences?
Trust
Education
Guidance
Spring 2005
Spring 2005




              May 2008
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
Social can improve
          business   … but nothing is automatic!
Connect

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

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Some thoughts on Social Business

  • 1. Getting Social … Doing Business Andy Piper | @andypiper | andypiper.co.uk "social bridgebuilder" & Community Lead, IBM
  • 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”?
  • 10. The Web is Social
  • 13.
  • 14. Big Cheese A big Co Department Z VP 1 VP 2 Name Name EXEC 1 EXEC 2 Name Name MINOR 2NDARY FROMAGE FROMAGE
  • 15.
  • 16. Times change... how does that affect a Large Company?
  • 18.
  • 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?
  • 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