Can Social Business Reshape the Organization

© 2012 Rawn Shah

OrganizatBu

sines

sSocCan Social Business Reshape the Organization?

Rawn Shah Strategist@rawn

Re sh ap e

© 2012 Rawn ShahSocial Business Forum 2012 -- http://slideshare.net/rawnshah

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Where You Can Find Me

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@rawn


1904 World’s Fair – St. Louis, Missouri, USA

The Palace of ManufacturesThe Palace of Manufactures

Max Weber Max Weber The Protestant Ethic The Protestant Ethic

and the Spirit of Capitalismand the Spirit of Capitalism



Has the West lost

its Work Ethic?


Is ‘Hours Worked’ an indicator of Work Ethic?Is ‘Hours Worked’ an indicator of Work Ethic?

Hours Worked per Year in the West and the East, 1950–2009

Sour

ce: N

. Fer

guso

n, C

ivili

zatio

n +

The

Con

fere

nce

Boa

rd, T

otal

Eco

nom

y D

atab

ase

2012



Image: courtesy Fiat official pictures on Autoblog, http://www.autoblog.com/2011/11/16/2012-fiat-500-abarth-brings-accessible-italian-performance-to-am/

http://www.autoblog.com/2011/11/16/2012-fiat-500-abarth-brings-accessible-italian-performance-to-am/

http://www.autoblog.com/2011/11/16/2012-fiat-500-abarth-brings-accessible-italian-performance-to-am/


Image: Gongchang Worldwid Factoris, http://www.gongchang.com/Cast_iron_ingot-dp12952980/

CrushingPulverizing

Melting

CuttingMilling

Polishing

AssemblingPackaging

Warehousing





Back whenBack when

Men woreMen woreStovepipe TophatsStovepipe Tophats

Women wore Women wore

Corsets & BustlesCorsets & Bustles


So, How might the Organizational model

change?


SystematicWorkflow Best

Practices

Silos

Specialization & Focused to Function

Repetitivepredetermined

Workload

Production Goals & Quantity

“Predictableand Planned”


PragmaticTask focused Versatile

Ideas

Cross-functional

Multi-disciplinary

Non-repetitiveVariable

Workload

Evolving Goals & Quality

“Change is Omnipresent

and Continuous”


© 2012 Rawn ShahSocial Businss Forum 2012 -- http://slideshare.net/rawnshah

"Knowledge worker productivity demands that we ask the question: "What is the task?"

—Peter F. Drucker

Source: Drucker, Management Challenges for the 21st Century, Butterworth-Heinemann, Oxford, 1999Drucker, Managing for the Future, Butterworth-Heinemann, Oxford, 1992


Connect Learn

Organize Respond

Decide Optimize


Connect


““One of the great paradoxes of the revolution now being called “social business” is the near total lack of participation by the corporate group (IT) that led the last great corporate revolution.””

- Paul Gilin, BtoB Magazine, - Paul Gilin, BtoB Magazine, May 23May 23rdrd 2012 2012

Source: Paul Gilin, CIOs squander social business opportunity, May 23rd 2012 http://www.btobonline.com/article/20120523/SOCIAL/305229989/cios-squander-social-business-opportunity The Economist Intelligence Unit, Pulse Point Group, The Economics of the Socially Engaged Enterprise, March 2012 http://www.pulsepointgroup.com/staging.pulsepoint/wp-content/uploads/2012/03/AP-Presentation-3_22_12-final.pdf


Market Market CommunicationsCommunicationsDepartmentDepartment

The New Social Selling / MarketingThe New Social Selling / Marketing

MarketMarketCommunicationsCommunicationsIndividualsIndividuals

Leads & CustomersLeads & Customers


Three Myths about What Customers Want1. Consumers Want to have a Relationship with your Brand2. Interactions build Relationships3. The More Interaction the Better

Source: K Freeman, P Spenner, A Bird, Three Myths about What Customers Want, Harvard Business Review, May 23, 2012, http://blogs.hbr.org/cs/2012/05/three_myths_about_customer_eng.html

© 2012 Rawn ShahSocial Business Forum 2012 -- http://slideshare.net/rawnshahImage Source: IBM Collaboration Sales. – iSocial Planner for CMOs app


SalespeopleSalespeople

Market CommunicationsMarket CommunicationsDepartment or IndividualsDepartment or Individuals

MarketMarketCommunicationsCommunications

individualsindividuals


IBM Institute for Business Value study: “Today’s CMO: Innovating or Following?”

3M Australia: Corporate character grows more critical in the networked age…

‘Every employee has become a touch-point for the brand’

“We want employees to be excited about the company’s values and history as an innovator, so they can be a constant touch-point for the brand essence.”

“Please take this to your relationships outside the

company”

Employers leveraging “Beyond-the-Employer”Professional Social Networks

Source: IBM Institute for Business Value, “Today’s CMO: Innovating or Following?”, 2011, http://www-935.ibm.com/services/us/gbs/thoughtleadership/ibv-cmo-prestudy.html

http://www-935.ibm.com/services/us/gbs/thoughtleadership/ibv-cmo-prestudy.html


It is easier to

Redirect

Lightning than

to Generate it


AnyoneAnyone in the Organization in the Organization

Market CommunicationsMarket Communicationsor or Other DepartmentsOther Departments


IT / computing

access

Working withRemote

coworkers & employees

Computerization of Job tasks

Work-related Stress management

Workload exceeds

the workday

Workingacross timezones

Social networks of contacts

Blogging or freelance writing

Participation in online

communities

Crowdsourcing / Collective Intelligence

Live events, meetings

Your Location dataCo-working and

shared physical spaces

Personally-owned

devices at work

Central Issue: “Please bring your

life to work”

Central Issue: “Please take your work

home”

Personal Life

Work Life

Personal Life

Work Life


Personal data from online activity creates [a] new asset class touching all aspects of society

Need an End user-centric view of transparency, trust, control, value

Juggling priorities and loyalties – to employer, to self, to communities

New Assets, New Skills

Personal Data: The Emergence of a New Asset ClassWorld Economic Forum 2011

Future Work Skills 2020Institute for the Future + Univ of Phoenix Research Institute, 2011

Source:World Economic Forum, “Personal Data: The Emergence of a New Asset Class”, Jan 2011, http://www3.weforum.org/docs/WEF_ITTC_PersonalDataNewAsset_Report_2011.pdf Institute for the Future for the University of Phoenix Research Institute, “Future Work Skills 2020”, Apr 2011, https://www.phoenix.edu/research-institute/publications/2011/04/future-work-skills-2020.html

To keep pace, increasing need for frequent of task & context-switching and cognitive load management

http://www3.weforum.org/docs/WEF_ITTC_PersonalDataNewAsset_Report_2011.pdf

http://www3.weforum.org/docs/WEF_ITTC_PersonalDataNewAsset_Report_2011.pdf

https://www.phoenix.edu/research-institute/publications/2011/04/future-work-skills-2020.html




Learn




© 2012 Rawn ShahSocial Business Forum 2012 -- http://slideshare.net/rawnshahImage Source: Rawn Shah


How do you Change the

Organization model

in a dynamically

shifting world?


Decentralize to Empower Leadership & Responsibility

ControlControl

Cen

tral

izat

ioC

entr

aliz

atio

nn

KnowledgeKnowledge

Soft Power Soft Power & Influence& Influence

Transparency &Transparency &AccountabilityAccountability

Multi-point touchesMulti-point touchesShared ResponsibilityShared ResponsibilityRelationshipsRelationships

Dec

entr

aliz

atio

Dec

entr

aliz

atio

nn

Socialize and ShiftSocialize and ShiftProcessProcess


“We made our employees part of a highly transparent decision making process

..shifted to pride and excitement about being open on Sundays for our customers”

- Wendy Arnott,VP of social media & digital

communications, TD Bank Group

Case: How to extend Banking hours to Sunday


2005-2010 Revenues increased 3400%

Client Info Center:

“TRANSPARENCY is the key driver”

Case: How to Continue Revenue momentum


Enhance the Edge

Improve simple tasks on the

edge of business

Embed intothe Flow

Encourage more people to

move it into their core work

flow

Recenterthe tasks

Focus on social qualities: trust, engagement,

transparency, co-ownership

ZoomOut

Examine the overall process

and other related

processes

Shift theBig Picture

Restructure related business

functions and ownership of

responsibilities

Changes to Processes & Workflow


“As we think of power in the 21st century, we want to get away from the idea that power’s always zero sum — my gain is your loss and vice versa.

Power can also be positive sum, where your gain can be my gain.”

-- Joseph Nye

““Soft Power”Soft Power”

Source: TED.com http://www.ted.com/talks/joseph_nye_on_global_power_shifts.html

Changes to How we Motivate People


1904 World’s Fair – St. Louis, Missouri, USA

The Palace The Palace of Electricityof Electricity

Work on the productivity of the knowledge worker has barely begun… [We are] roughly where we were in the year 1900 in terms of the productivity of the manual worker.

Nevertheless, we already know infinitely more about the productivity of the knowledge worker than we did then about that of the manual worker

— Peter F. Drucker

© 2012 Rawn ShahSocial Business Forum 2012 -- http://slideshare.net/rawnshahBusin

essSoc

Rawn Shah Strategist@rawn

Re sh ap e

Re sh ap es Organizations