Social Software for Prosperity and Growth

Chris Sparshott

Social Softwarefor prosperity and growth

Chris Sparshott

Video: Time to Think

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Part 1: ChangePart 2: GrowthPart 3: ResearchPart 4: Tools

Agenda

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Part 1: Change

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The world has changed

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Inter-connected

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Chris Sparshotthttp://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/

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Inter-dependent

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The butterfly effect can also be represented by large complex systems.

Archduke Franz Ferdinard18 December 1863 – 28 June 1914

WWI

Inter-dependent 1914

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1,250 New Zealanders are losing their job every week. Peter Conway

Secretary of the New Zealand Council of Trade Unions

Stock market Jobless

Inter-dependent 2009

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State Department officials earlier urged Twitter to delay scheduled maintenance work to avoid interrupting its service in Iran.

Iranian Student Shot

Twitter

YouTube ?

Inter-dependent 2009

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The world has changedEvery interaction has an effect

The number of interactions is increasing

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Part 2: Growth

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Business success is measured in sales

Statement

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Sales is the life blood

of our business

Statement

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How strong are those

relationships?

Question

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What do you want for your customers in

three years time?

Question to a member of your organisation

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I won’t be doing this job in three

years time.

Answer

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So who cares?

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Exercise 1

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Prioritise the time you spend with these customers from 1 to 6.

1 being the highest priority

• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime

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Possible Result

• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime

123456

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Spot any problems?

(Where is “4”?)

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Ask yourself, where will future

growth come from?

Question

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*New customers

*and existing customers

Answer

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Exercise 2

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Prioritise the time you spend with these customers from 1 to 6.

1 being the highest priorityTake into consideration future growth

• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime

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Possible Result

• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime

123451

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Hang on,..

How come a customer that might spend money

sometime in the unknown future can be as important as a customer that might

spend money today?

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WellingtonCustomers

ChristchurchCustomers

AucklandCustomers

Globalcustomers

It’s about the inter-dependent ecosystem

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The ecosystem spawns growth

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We influence the ecosystem by owning “mindshare”

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Traditional Media

TVRadioPrint

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Spray and pray doesn’t

work

People are not listening

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Connected MediaWeb PagesComments

BlogsSurveys

Social networkingTweets

Aggregation

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How do we make

mindshare work for us?

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We need to marshal our most important assets for growth

Our employee’s relationships

Chris Sparshott*knowledge, help, advice, friendship and goodwill with our customers

It means everyone *shares

Chris Sparshott*interactions are real and mean something

It means everyone *cares

Chris Sparshott*Social Networking = Sales + Marketing + PR + Knowledge

It means everyone does *Social Networking

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There is more than anecdotal evidence to support the value of Social Networking

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Part 3: Research

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“Value of Social Networks:

A large scale analysis on network structure impact to financial

revenue of information technology consultants”

http://smallblue.research.ibm.com/

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• To estimate the value of social networks.

• How does social capital influence productivity

• How information workers obtain information through various communications channels and social networks

• Measure the impact to revenue at the personal and project level of the information workers

Objective

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Perform high quality project workDelight the customerGenerate repeat businessMake $ for IBM

(…and to stay off the bench)

Information workers = Consultants

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What was measured?

* 2600 IBM business consultants over 2 years (2006-2008) * Across 70 Countries* Derive the network of 350k employees* Overall observation of 10k consulting projects

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What was measured?

* People Interaction (email and IM)* Detailed and objective performance measurements of the consultants* Number of billable hours* Number of projects* Revenue generated* Explore relationship between social network and productivity of those consultants

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Efficient access to information

Timely access to valuable information results in higher quality decision making

Conducted 15 intensive interviews

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Results

The value of each person in your address book is $948

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When friends of your friends are not friends of each other or belong to the same social group. =276.64% increase in monthly revenues

FriendsFriends

NotFriends

YOU

Results

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One strong link to your manager is worth $588.20 /month

One weak link to your manager costs $98.48 /month

Having managers in a project is correlated with team performance initially.Too many managers in a project is negatively associated with team performance

Results

You

You

Manager

Manager

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• Attributes of your network, human capital, power and status have a unique relationship with work performance

• No performance relationship for – access to different divisions– access to different geographical locations– gender distribution

Results

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There is value to businesses in encouraging external collaboration & social networking

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Part 4: Tools

Enterprise ToolsFree Tools

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Video: How many friends do you have?

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Business benefits

*Find hidden expertise*Reduce time to find and access knowledge sources*Reduce email and telephone usage*Personal mindshare

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Chris Sparshotthttp://www.ibm.com/developerworks/

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Business benefits

*Build communities*Manage interactions with customers and partners*Help each other*Deliver additional services*Gain mindshare

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FREE Tools

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* Hosting Costs

* More hits than ibm.com/nz website

Wordpress - Free

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Slideshare - Free

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Twitter (Global Instant Messaging) Stay current- Identify community- Provide value

Twitter - Free

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LinkedIn - Free

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Business benefits

*Build communities around companies products and services*Utilise existing frameworks*Provide light weight client interaction*Generate F2F interactions*No license costs

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Community FunnelOnline Community

Meet-ups

F2F

SalesPipeline

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Increased Prosperity & Growth = Community + Participation

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• Blogged on Blogger• Upload presentations to Slideshare• Started tweeting• Self host Blog to Wordpress, chrissparshott.com• Used Scribd• Built LinkedIn network (on-going)• Built videos for blog• Launched LinkedIn community groups• Started product based meet-ups

My Journey – I did…

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• Increased reach and influence for IBM• Increased visibility of IBM to customers• Clients support each other• Support direct sales efforts• Customer case studies

• Recognised within IBM as an expert• Mentor IBM employees and start-ups• Present at events

• Had a lot of fun ;o)

My Journey – Benefits…

Chris Sparshott

(Sparkbouy)sparkbouy@gmail.com

Portfoliohttp://www.slideshare.net/sparkbouy/slideshows

Bloghttp://chrissparshott.com

IBMchris_sparshott@nz.ibm.com

Chris Sparshottchris_sparshott@nz.ibm.com

0064 (0)21 574 696

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Flickr and Links• http://www.flickr.com/photos/tessawatson/308774675/ • http://www.flickr.com/photos/erica_marshall/2885783824/• http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png • http://www.flickr.com/photos/whatknot/714338893/ • http://www.flickr.com/photos/indigente/798304/ • http://net.lib.byu.edu/estu/wwi/bio/f/franzfrd.html • http://en.wikipedia.org/wiki/Archduke_Franz_Ferdinand_of_Austria • http://www.flickr.com/photos/22746515@N02/324050779• http://www.flickr.com/photos/traftery/3235920577/ • http://www.flickr.com/photos/12392252@N03/2445045132/ • http://www.latimes.com/news/nationworld/world/la-fgw-twitter18-2009jun18,0,5845567.story • http://www.thestranger.com/seattle/paul-constant-reviews-twitter/Content?oid=1774875 • http://www.flickr.com/photos/romanlily/3130507637/ • http://www.flickr.com/photos/leecullivan/141114012/ • http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/ • http://www.flickr.com/photos/lwr/101286819/in/set-72057594065740447/ • http://www.flickr.com/photos/thecampbells/3005650135/ • http://www.flickr.com/photos/codepo8/2122763472/ • http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/ • http://www.flickr.com/photos/leecullivan/252515890/ • http://www.slideshare.net/debs/f-o-w-a-marketing-workshop-2007b • http://www.flickr.com/photos/amagill/180202581/ • http://www.flickr.com/photos/davesandford/3184810369/• http://www.flickr.com/photos/clappstar/178050837/ • http://www.flickr.com/photos/sharynmorrow/1923985105/ • http://www.flickr.com/photos/kalieye/3265551769/ • http://www.flickr.com/photos/gabenl/2617316249/ • http://www.flickr.com/photos/nathanwells/1199095941/ • http://www.flickr.com/photos/minifig/95040634/ • http://www.flickr.com/photos/blah_oh_well/302469907/