The Left and Right Brain of Social Business

The Left & Right Brain of Social Business
Creating Value Through Social Business Maturity and Excellence

Rawn Shah Webcom Montreal
Social Business Strategist May 16th, 2012

© 2012 Rawn Shah

Where You Can Find Me
100
75

@rawn
50
25
0

Twitter
Forbes Blog
LinkedIn
Google+
Book Social Business General

Webcom Montreal 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

!


Left & Right Brain of Social Business


#1 - Maturity in Operations

For details, please see
our whitepaper:
http://bit.ly/blue-iq

Source: IBM BlueIQ Team, 2010, Nurturing BlueIQ: Enterprise 2.0 Adoption in IBM whitepaper, http://bit.ly/blue-iq


#2 - Maturity in Adoption

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12M messages a day 18K blogs
68K users

a red C
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350K activity members
171K activity spaces
Activities
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rs

Source: IBM CIO Transform team, Lotus Connections on w3, Jan 2011 Webcom Montreal 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

#3 - Maturity in Conversations

IBM
Social Business
Jam, Feb 2011
Source: IBM Jam Program Office, Social Business Jam 2011

Connect Learn

Organize Respond

Decide Optimize


Transparent Engaged
company culture, role, leadership, connected,
information-sharing, trust, networks,
measure, boundaries community, learning

Nimble
Dynamic, intelligent, predictive analytics,
signaling, responsive, emergent


The Social Business Brain

Program Adoption Conversations & Content Actions & Qualities


n
io
eat
e Cr
al u
sV
es
in
us Actions &
ia lB
Qualities
S oc
t
ren
he
In Conversations
& Content

Adoption

Program Webcom Montreal 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

n Value
io
eat
e Cr Creation
al u
sV
es
in
us Actions &
ia lB
Qualities
S oc
t
ren
he
In Conversations
& Content

Adoption


rm
sfo
an
Tr

l
i ca Value
a lyt ht
An nsig Creation
I
n
atio y
bor ver Actions &
lla isco
Co D Qualities
&
e
tur red Conversations
ap ctu
C ru & Content
t ta
Uns Da

Adoption


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sfo
an
Tr

l
i ca Value
a lyt ht
An nsig Creation
I
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atio y
bor ver Actions &
lla isco
Co D Qualities
&
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tur red Conversations
ap ctu
C ru & Content
t ta
Uns Da
Our popular view of
Adoption
“Natural Emergence”
of Social Business

Natural Emergence


n
io
eat
e Cr
al u
s sV
si ne
u Actions &
ia lB
Qualities
S oc
t
ren
he Conversations
In
& Content

Adoption

Program

?
n
io
eat
e Cr
al u
s sV
si ne
u Actions &
ia lB
Qualities
S oc
t
ren
he Conversations
In
& Content

Adoption

Program

Don’t build a Social
Environment just for
the sake of having
one

But to what End?


Social Business has launched a thousand
Conversations across the organization
Develop new Capitalize on
Retain best businesses innovative
customers approaches

Engage Acquire new Shorten time
Improve customers to market
in the employee
community climate
Improve Improve
sales Strengthen
culture brand
effectiveness awareness
Leverage Recruit
loyalist Reduce labor stellar
customers time on employees
processes

Develop
Increase Improve Enable
employee Enhance
return on product employees to
competencies employee /
company differentiation represent the
assets leader company
interactions
Eliminate
Drive waste across Find unmet
Generate effectiveness the customer Improve
income on of supply enterprise needs employee
chain Improve performance
intellectual Share best customer
capital practices service
Deal with
reputational
Provide
risks
employees
with better
information


×

More and more, Lines of Business in
open, cross-silo ≠ organizations will
conversations go away


More and more, Lines of Business in
open, cross-silo ≠ organizations will
conversations go away

Legal and Financial Infrastructure
Human Resources Management
Information Technology
Procurement

≠

Customer Service
Supply Chain

Production &

Inventory &
Distribution
Operations

Marketing
Logistics

Inbound

Sales

Production & Workforce
Customer Care Empowerment
Innovation

VP Product Development, CMO, VP Sales, VP HR, COO,
Chief Design Officer, VP Customer Service CIO, GM, CFO,
VP Research Chief Counsel


Production & Workforce
Customer Care Empowerment
Innovation


Roles & Audiences
Impacted

×
Social User
Targeted Experiences
Social Business
models


Environment
Actions

Social Networking for Business
Places (Pearson / Wharton School
Press, 2010)
Diagram copyright: 2010-12 Rawn Shah

Content
Actions Domain

Interpersonal
Social Experience Actions

Culture Purpose People

Community Relationships
Leadership Management & Roles

Social
Tasks
Trust &
Reputation


Business Goals &
Priorities

E.g., new
E.g., Facilitator- product ideas,
led communities, businss models,
Partner
Expertise maps, Planned conversations,
Influencer activity Customer
adoption plans conversations,
Program Conversations
& Content

Demographics, Engagement
psychographics, behavior and
engagement
activity per
Emergent quality per
demographics,
topics & program activity areas & topics of
activities interest

Adoption
Adoption Actions & Qualities

Planned
Business Serendipity
Goals &
Priorities

Planned
activity
Program Conversations
& Content

Emergent
activity

Adoption Actions & Qualities

Pilots

Natural
Emergence


@rawn


The Left and Right Brain of Social Business

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The Left and Right Brain of Social Business