Becoming a Social Organization: Taking a Strategic Approach to Social Media

1. Becoming a Social Organization: Taking a Strategic Approach to Social Media Anthony J. Bradley Blog: Http://blogs.gartner.com/Anthony_Bradley Twitter: BradleyAnthonyJ

2. Your people are not your greatest asset!

3. How you empower your people is your greatest asset!

4. Empowering People Organize Capability Enable Motivate

5. Empowering People for mass collaboration Community MassCollaboration Social Media Purpose

6. Behaviors Have Forever Changed 1985Personal Productivity 1995 Knowledge Distribution 2012Collective Empowerment Social media Mass collaboration People networks Collectives Office suites Individual content Filing cabinets Personal E-mail attachments Content distribution Computer networks Teams Are you prepared for this fundamental empowerment shift?

7. Social networking Social profiles Social network analysis Social collaboration Wikis Blogs/microblogs Collaborative office Social publishing Content sharing Content aggregation Social publishing Social feedback Social rating, ranking, commentary Social content structure What Is Social Media? Social media is an on-line environment created for the purpose of mass collaboration Social technologies enable social media Wikipedia is social media employing wiki technology

8. Recognize the Massive Power of People • Mass collaboration is the differentiator • Amplify your enterprise by “delegating” to the broader community • Turn the community into: • Your extended workforce • Your marketing team • Your R&D team • Your customer support team • Your innovation engine • Your PR team • Etc. Your people = employees, customers, partners, prospects, etc. Tom Sawyer and mass collaboration

9. The Mass Collaboration Cycle Purpose Contribution Encourages Receives Results Community Collaboration Cycle Change Feedback Results Creates Builds Judgment Results

10. Mass Collaboration Behaviors Collective Intelligence Expertise Location Emergent Structures Flash Coordination Interest Cultivation Relationship Leverage

11. Simply Providing Social Tools = Failure A "provide and pray" approach has about a 90% failure rate Radical benefits result from delivering social solutions A social media solution is the right tools targeted at a defined purpose You can't install innovation Providing a tool won't transform behaviors

12. Path to Becoming a Social Organization • Where is your company? • What is your corporate culture? • Is it a mass collaboration asset or liability? Folly Fearful Formulating Forging Fusing Flippant • What about you as a manager? • Are you a mass collaboration asset or liability? • Enabler, impediment or bystander?

13. Taking a Strategic Approach • 3 level strategic “onion” • Organization • Community • Participation Refine Purpose Collaboration Cycle Guide Launch

14. Build a Portfolio of Mass Collaboration • Create a clear and specific vision • Strategically grow a portfolio of efforts • Adapt the organization over time in concert Refine Purpose Refine Purpose Refine Purpose Refine Purpose Refine Purpose Refine Purpose Refine Purpose Refine Purpose Refine Purpose Refine Purpose Refine Purpose Refine Purpose Launch Launch Launch Launch Launch Launch Launch Launch Launch Launch Launch Launch Guide Guide Guide Guide Guide Guide Guide Guide Guide Guide Guide Guide

15. Vision Statement Example – NASA MSFC • “Enabling MSFC science and engineering teams to collaborate with the general public on design innovations. This will help close the duration gap between the current shuttle program and the replacement vehicle program.”

16. P P P P P P P P P P P Purpose and purpose roadmaps Seven Characteristics of a Good Purpose • Magnetic • Aligned • Properly-scoped • Promotes Evolution • Low risk • Measurable • Community-driven Area of Opportunity P P P P P P P P P P Assess

17. Client Example: Tech Support P9-Provider Services P4-Innovative Technology Uses P10-Beta Testing P2-Technology Awareness P12-IT Mentorship P11- Technology Related On boarding P5-Tips and Techniques P1-Community- Delivered Answers P13- Technology Training P8-Service Feedback P3-Shared IT Experiences P6-Issue Resolution P7-Desired Features and Functions V1.0 V2.0 V3.0 V4.0 V5.0 Purpose Growth Over Time

18. Purpose Examples – Health Insurance • P8. Prepare for life-changing events: Members prepare for impending life events (retirement, marriage, children, etc.) by assisting each other in selecting an appropriate insurance plan. The goal is to ease the burden of changing plans, ensure proper insurance coverage and build member loyalty.

19. Experience Matters Gamification • Simple • Meaningful • Empowering • Fun • Wanted

20. Workforce Facing Offerings

21. Externally Facing Offerings

22. Customer Facing Offerings

23. Guiding Mass Collaboration Success Management guidance Imperatives • Target productive mass collaboration • Guard the health of the community • Become an expert at recognizing and nurturing purpose • Make the organization conducive to mass collaboration Success with social media is fundamentally a leadership and management challenge

24. The Social Organization Book Due on shelves October 18, 2011 Pre-order at: Amazon.com Barnes & Noble Borders

25. Related Gartner Research See the following Gartner research supporting this workshop. • “The Six Core Principles of Social-Media-Based Collaboration” • “Employing Social Media for Business Impact: Key Collective Behavior Patterns” • “The Business Impact of Social Computing on Company Governance” • “Use a Gartner Governance Model to More Safely Empower Grassroots Social Media Efforts” • “How to Assess the Suitability of Social Media for Enterprise Collaboration Scenarios” • “12 Criteria to Assess Grassroots Risk and Potential in Social Media Solutions” • “Toolkit: Employing a Purpose Road Map to Build and Execute a Social-Media Strategy” • “Seven Key Characteristics of a Good Purpose for Social Software” • “Toolkit: A Social Media Vision and Road Map for Community-Centric Technical Support” • “Ten Primary Design Considerations for Delivering Social Software Solutions: The PLANT SEEDS Framework” • “Toolkit: Checklists for Designing an Enterprise 2.0 Social Media Solution Using the PLANT SEEDS Framework”  • “Establishing Policies for Social Application Participation” • “Toolkit: Establishing Policy for Social Software Applications”