Like Minds - Social Business Social Media Governance Forum Sept. 2011

http://wearelikeminds.com/ #LikeMinds

Social Business

Andrew Gerrard Social Media Governance Forum

Sept. 2011


We are no longer a Business

We are a Social Business


All of the web is becoming social All business is done on the web All business will be Social Business Beyond influence and media, the real opportunities lie in creating a more collaborative, dynamic and connected business.

Jeff Dachis Founder & CEO, Dachis Group


Social Business is NOT about the tools


#1. markets are conversations

talk is cheap

silence is fatal

the cluetrain manifesto


Current Business Mentality

Corridors of

Communication

Cubicles of

Constraint

Meetings of

Control


Social Business Future

Paths to

Converse

Permission to

Act

Platforms to

Collaborate


Social Business Design

External Internal Enable


Social business isn’t a state,

it’s an acknowledgement that culture and technology has changed,

and that organizations can leverage these changes to solve the same business problems that they have always had

and will always have.

Jacob Morgan Principal, Chess Media Group


Start here


So you’re saying the CEO and MD have to use this

stuff too?

...as well as sales, marketing, PR,

client services and accounts?

What about Finance & Admin.

R&D and Production?

No offense future man, but is

everyone in your time bonkers?

Sorry to burst your bubble

dudes, but you asked. Yes, that’s

the future.


One voice Consistent

Different channels Different audiences

Integrated


How to integrate social media/digital innovation within every facet of an organization?

Teach.

Do not cut legal, HR, R&D, product development out of the integration strategy.

Involve them.

B. Bonin Bough Global Director of Digital

and Social Media, PepsiCo


“you can't expect employees to look at email at 11pm, but stop them looking at Facebook at 11am”

Vivek Badrinath CEO, Orange Business Services

June 2011


Give them permission

At every appropriate level


http://chrisforgie.com


What do we need?

• Strategy • Objectives • Understanding • Knowledge • Tools • Guidelines • Guidance



Risks of online engagement • FUD • Lack of buy-in • Loss of control – perceived AND real • Out of the “Comfort-zone” • Absence of standards • Confused or absent regulatory guidance • Elasticity of time and place • Low levels of efficacy and trust • Differing skillsets • IT & infrastructural limitations • Not listening • Not doing anything



The Times They Are a-Changin’

National Labor Relations Board asserts that social media activity concerning workplace environments, including personnel, constitute protected speech under the provisions of the First Amendment.

“American Medical Response agrees to revise its overly-broad rules to ensure that they do not improperly restrict employees from discussing their wages, hours and working conditions with co-workers and others while not at work, and that they would not discipline or discharge employees for engaging in such discussions”


Rebuttal: when and how


Who is responsible?

Objectives

Budget

Service

Clients

Communications

Community

Integration

Governance Tools

Channels

Technologies

HR


Balance

Business Practicalities Vs

Legal mandate

Compliance compromise Vs.

Compromise compliance


Are you listening?

What. Why. When. Where. How. Who.


Who ultimately is liable?


Social Business

Andrew Gerrard Social Media Governance Forum

Sept. 2011