This document summarizes a webinar on social collaboration for business benefit. The webinar featured four case studies on using social capabilities and enterprise social networking to improve complex work processes, enable peer-to-peer communication, accelerate knowledge diffusion, and align strategy. It discussed how the modern workplace involves more knowledge work, changing environments, and digital skills. The case studies showed how social tools can provide transparency, persistent dialogues, and accelerate communication to improve performance.

1. Social Collaboration
for Business Benefit
Real Stories, Real Impact
Socialcast and Change Agents Worldwide
present a Webinar Learning Series
February 2014 Twitter hashtag: #SCNow

2. Today’s Speakers
Building on a multi-
disciplinary background, as
trend spotter, marketer,
designer and management
consultant, Thierry de
Baillon spends most of his
time helping organizations
to adapt to our world of
complexity and
uncertainty by fulfilling their
customers' needs and by
innovating for and with
them.
Catherine Shinners, Speaker
@catshinners
collaboration-incontext.com
The networked economy
drives disruptive change
and demands more human
organizations. Through his
blog, board roles and
consulting Simon Terry
advocates and assists
organizations to adapt to
this new environment by
embracing the chaos of
change, and building
purpose, leadership,
learning and collaboration
Thierry de Baillon, Speaker
@tdebaillon
debaillon.com
In our networked world we’re
more connected to our
organizations, society,
environment - and each other.
Catherine brings her
background as a management
consultant marketer and
technologist, to help
organizations and people
build new agilities and
adaptations to the way they
network, learn, lead and
create value.
Simon Terry, Speaker
@simongterry
simonterry.tumblr.com

3. Our conversation today
• New workplace dynamics
More complex, interdependent, changing
and digital
• Real stories
Social capabilities benefitting companies
• Where you begin
Solving strategic problems with
collaboration

4. Workplace web
• Growing knowledge work
complexity
• Rapidly changing
environments
• Geo-dispersed teams
• Dynamic, shifting roles
• Workers engage with
10-20 people/day
• Network behaviors,
digital skills

5. New performance
perspectives
• Empower frontline
decision-making
• Foster direct engagement
for alignment, continuous
improvement, innovation
• Create environment for
adaptability to change,
collaborative work

6. Working social

7. Case Study I
Navigating
the
enterprise
Click here to see this webinar live

8. Complex work process
● Cross organizational
● Email driven workflows
● Fractured communication
threads
● Project artifacts not in flow
● Versioning-quality control
● High value meeting time for
status, issues tracking
● Continuous improvement
hampered by buried
knowledge

9. Simplified with social
● Transparent, persistent
thread of work dialogue
● Documents in current
context
● Visible problem solving
● People to people; people to
content
● Conversation becomes a
knowledge base

10. Case study II
Using Enterprise Social
Networking to harness
peer to peer
communication and
sharing of practices

11. One-way communication and
knowledge flows
● heterogeneous culture
● disconnect between main office and stores
● sporadic corporate communication
● “best” practices rule

12. Toward a truly distributed model
● Peer-to-peer communication:
○ enables trusted relationships
○ leverage lively communication
● Horizontal and vertical knowledge flows
○ allows integration of local cultures
and sharing of good practices
○ reconnects headquarters with what
is really happening

13. Case study III
Using Enterprise Social
Networking to
accelerate diffusion of
knowledge and
leverage innovation in a
regulated industry

14. Living in a realm of linearity
● linear and sequential communication
● knowledge diffusion as a dropper
● experts are experts
● lengthy processes generate frustration

15. Greeting the feedback loop
● building a common language through
collaborative learning
● asking questions is the new normal
● communication happens in the flow
● accelerated communication and training
continuous processes
● feedback from stakeholders allows for more
customer-centricity and drives innovation

16. Case Study IV
Strategy alignment story
“Culture eats
strategy for
breakfast.”
Peter Drucker

17. Moving Beyond
The Strategy
Cascade

18. Discovering the power of conversation
● Organization in one
conversation
● Queries addressed
● Led by management
● Open to other leaders
● Sharing Stories

19. Social collaboration magnifies culture
● Leadership visibility
● Visible Role Models
● Discover Champions
● Conversations Endure

20. We used social collaboration
● Global team with client
engaged in the development
● 2-way conversations drive
deep engagement
● Transparency of work and
conversations
● Knowledge built together
through conversations &
queries
● Working asynchronously
● Shifting leadership roles as
required
● Coordinating and problem
solving collectively

21. What does this
mean for you?
● Needs to be fitted to you
● Try one and get the
benefits of others
● What collaboration
problem matters most for
your strategy?

22. Taking Action ● Choose a use case that
aligns with your
strategic goals
● Find an existing
community that would
benefit from that use
case
● Sign up for a free trial
and run a pilot with that
initial community.
● Attend the next
Socialcast webinar to
learn more about setting
policies, launching and
winning adoption

23. Click here to see this webinar live
View all available Socialcast webinars at
www.socialcast.com/webinars

24. Credits
Cast
First Speaker, a Learner, a Leader, a Human, a Solo Change Agent…...….. Catherine Shinners
Second Speaker, Entrepreneurial Leader, Solo Change Agent................................. Simon Terry
Third Speaker, Trend Spotter Extraordinaire, Solo Change Agent………...……Thierry de Baillon
Crew
Sponsor, VP Marketing, Socialcast……………………………......…..………..Joan Bodensteiner
Visual Lametta, Change Agents Worldwide…………………….....……....…...…...Joachim Stroh
Image Credits
Cover and Q&A……...……………………………..………..………..Kenny Random, Street Artist
Network Graph………………………………………..……………………………..…LinkedIn Maps
Peter Drucker…………………………………………..………………………The Drucker Institute
Wire Art………………………………………………………………………………………….. Etsy
Coworking Space………………………………………………………………………....Zonaspace
Crowd………………………………………………………………...………………….Wayne Large
Silo…………………………...……………..……………………………………...……...Ad Majorem
Tailor………………………………………………………… ….Titiana Cueva, The Clothing Menu
Social Collaboration graphic…………………………………………...Rick Falkvinge, Swarmwise
Workflow Cartoon……………………….…………………………………………………….....Geoff
Software Cartoon……………………….………………………………………………………...Hugh
Seagulls …………………………………………………………...…………Sandas04, deviantART
Other images…………………………………………………………………… …...StockBytes, E+
All CAWW slides are licensed under share-friendly Creative Commons BY 4.0 (i.e., "use at will").
www.changeagentsworldwide.com