Transforming from a traditional business into a social business is more than using social software. What does it take to become a social business? Is there a clear path or has every company to find its own way? There is no such thing as a general cookbook! Every company is different so every company has to find its own path. See what others did to take the steps towards a social business and pick the parts that might suit you.

1. Strategies to overcome the
Adoption Dilemma
Henning Schmidt
hedersoft GmbH

2. About me
• Co-founder of hedersoft
• System Architect
• Software Developer
• Consultant
• Emerging technologies enthusiast
twitter: schmhen – linkedin: de.linkedin.com/in/schmhen - blog: schmhen.de

3. About hedersoft
• Established in 2011
• IBM Business Partner
• Web Development
• Mobile Development
• System Integration
• Social Business & Software
• IBM Notes / Domino, IBM Connections

4. PLATINUM & CHAMPAGNE SPONSORS
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5. Agenda
• Why dilemma? What is Social Business?
• How to overcome that?
• Discussion

6. Why dilemma? – Definition SB
“Social Business is the ability for an
organization to use its communities to
improve its performance”
Source: http://blog.socious.com/bid/54542/What-is-Social-Business-A-Clear-Definition

7. Why dilemma?
• Organization
• From enterprise to small companies
• Communities
• Customers or members, Prospects, Employees,
Channel partners, Suppliers, Volunteers, Product
partners and consultants, Analysts, Donors,
Conference attendees, User groups, Chapters,
Grassroots supporters

8. Why dilemma?
• Performance
• Improving brand perception
• Finding new customers
• Closing more sales faster
• Improving customer satisfaction while reducing
support costs
• Increasing customer retention and repeat
business
• Increasing revenue and profit

9. Why dilemma?
• This implies
• #NewWayToWork / Work 4.0
• Many organizational changes
• Many cultural changes
• Heavy shift in people’s mindset
• BUT
• Only 10-15% are obliged to employer (Gallup)
• People rather keep than share
• 90-9-1

10. Why dilemma?
Consumers
Market Share
Source: Wikipedia (https://en.wikipedia.org/wiki/Diffusion_of_innovations)

11. How to overcome that?
• Strategic planning
• Organizational changes
• Technology

12. How to overcome that? - Strategy
• Social = People
• Don’t push, generate acceptance
• People need ability to change (Enablement)
• Involve / inform employees
• Qualify employees
• People need willingness to change (Decision)
• Create and share Social Business Framework
• Active motivation to participate

13. How to overcome that? - Strategy
• Information
• Onboarding Package
• Communication Strategy and Concept (Events,
Campain, Roadshow)
• Ongoing Communication Management
• Orientation Guide for Leaders
• Reasoning Map
•  Transparency

14. How to overcome that? - Strategy
• Qualification
• Seminars
• Webinars (E-Learning)
• Social Learning (Wikis, Blogs)
• Self Learning
• Certificate (Community Managers)
• Reverse Mentoring
• Leadership
• Video

15. How to overcome that? - Strategy
• Organizational and functional
Framework
• Strategy Map
• Guidelines
• Roles / Responsibilities
• Social Business Principles / Processes
• Working Models
• Reporting Setup (KPI)
• Use Case Development
• Maturity Assessment

16. How to overcome that? - Strategy
• Motivation
• Motivational campaign
• Barcamps
• FedEx Day
• Contest / Award
• Workshop
• Gamification
• Feedback Channels
• Leaderboards

17. How to overcome that? - Organization
• Different user roles
• Advocate
• Ambassador
• Change Agent
• Coach
• Community Manager
•  Convince, Train and Accompany!

18. How to overcome that? - Organization
• Community Manager
• Works with communities
• Analyses processes and
“socializes” them
• Actively communicates with and for communities
• Defines and controls KPIs
• Is aware of social guidelines and is supervisor and
supporter

19. How to overcome that? - Organization
• Involvement at early stage
• Different Departments (IT, HR, Marketing, …)
• Different Personalities
• Different Hierarchies
•  Cross Organizational

20. How to overcome that? - Technology
• Social Business != Social Software
• Decide on a system early
• Let people play with the system
• Get constant feedback
• Apply changes

21. How to overcome that? - Technology
• Extend System to your needs
• Widgets
• Buttons, Fields
• Small Windows
• Applications
• APIs
• Push / Pull data
• SPI
• React on changes

22. How to overcome that? - Technology

23. How to overcome that? - Technology

24. How to overcome that? - Technology

25. How to overcome that? - Technology
• Cognitive Computing
• Try to solve human problems
• Uncertainty
• Auto responses “Watson Help”
• Analytics
• Define KPIs
• Let software measure
• Draw conclusions and apply changes

26. Conclusion
• Develop a Social Business Strategy
• Involve People at early stage
• Be transparent at all times
• Find early adopters in all departments
• Install user roles
• Train, train, train

27. Discussion

28. THANK
YOU!