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The Loop / Thinking Space
© 2014 The Loop
The Loop / Thinking Space
© 2014 The Loop
@CelineSchill
Engaging stakeholders
through social collaboration
for better business performance
Celine Schillinger, Jan. 14th, 2013
The Loop / Thinking Space
© 2014 The Loop
The World is Changing
BEFORE NOW
Company
Company
2
The Loop / Thinking Space
© 2014 The Loop
Business is Changing Too
Mounting pressure of constant change
The service economy*
Companies “lose touch as they grow”
3
Source: http://www.technologyreview.com/view/519226/technology-is-wiping-out-companies-faster-than-ever/
*Dave Gray, “The Connected Company”
The Loop / Thinking Space
© 2014 The Loop 4© Joachim Stroh
The Loop / Thinking Space
© 2014 The Loop
But Still the Same Organizations
5
A
C1
D1
D2
D3
C2
D4
D5
C3
D6
E1
E2
D7
B
Optimized for business efficiency
Overlay of standard process & structure across the business
Specialization – vertical & horizontal segmentation: functions & grades
Top-down spread of information, following hierarchical design
“Harness control while setting & meeting expectations”
Predictability
The Loop / Thinking Space
© 2014 The Loop
Poor Internal Engagement
6
Source: State of the Global Workplace: Employee Engagement Insights for Business Leaders Worldwide. Gallup, October 2013 http
://hbr.org/web/2013/11/workplace-engagement-around-the-world
The Loop / Thinking Space
© 2014 The Loop
What Work is Like Today*
7*in too many organizationsSource: Change Agents Worldwide, G+ Oct. 12, 2013 / T. Gilliam Brazil
The Loop / Thinking Space
© 2014 The Loop
Disconnect with the Empowered Customer
The Internet and social media has shifted power to the consumer
There is a disconnect between expected
and actual customer experience
8
*Source: http://hbr.org/2007/02/understanding-customer-experience/ar/1 Bain & Company’s 2006 survey of the customers of 362 companies)
The Loop / Thinking Space
© 2014 The Loop
The Loop / Thinking Space
Engagement
“The intensity of an individual’s connection or participation with a brand or organization”
Source: Weber Shandwick Canvas 8 report 2012http://www.canvas8.com/media/datafiles/2012/11/28/27-11-12-the-science-of-engagement-final.pdf
The Loop / Thinking Space
© 2014 The Loop
What is the Problem?
10
Human Issues Business Issues
The Loop / Thinking Space
© 2014 The Loop
How Can Engagement Grow?
By command (“Be engaged!”)
11
Through external factors (tools, rewards, punishment, reorg…)
From the inside
= make them want to […]
= inspire them to […]
(contribute, feel involved, do something, buy…)
The Loop / Thinking Space
© 2014 The Loop
The Loop / Thinking Space
Make People Want to…: How?
By connecting people around a meaningful
purpose, and connecting with them.
CommunityConnectedness
Collaboration Not the end goal!
The Loop / Thinking Space
© 2014 The Loop
13
Connect with the people
• Move from broadcast comms to a conversation / co-creation
• Remove bottlenecks
• Learn to speak their language
• KSF: diversity – of talents; – of spokespersons
• A dialogue mindset
Connect people
• Identify who they are, what they say, what they care for
• Enable them to connect (easy-to-use beautiful digital tools, live events)
• Go across silos
Identify the common purpose
• One of the 3 motivation drivers at work (D. Pink)
• More than science, not just emotion
• At the Why level (S. Sinek)
• Framed in a narrative
No to: pure analytics or science-based, status-based, command & control, rigid processes. You are one of them, not above them.
EMPOWERMENT
Letting Go
The Loop / Thinking Space
© 2014 The Loop
What it Means to Work and Organizations
“Wirearchy”*
Behaviors shaped through the
usage of social media
New collaborative technologies
Transfer to the Cloud
Millennials as the majority
workforce
Mobility and connecting to work
“The Connected Company”
14
A
B
CD
E
L
MN
F
G
HI
J
K
* by Jon HusbandIn Dave Gray “The Connected Company”
The Loop / Thinking Space
© 2014 The Loop
15
Source: http://www.forbes.com/sites/jacobmorgan/2013/09/10/the-evolution-of-work/#!
The Loop / Thinking Space
© 2014 The Loop
New Management Principles
Adopt
Conversation
Bottom up
Reputation
Emergence
Folksonomy
Agility
Transparency
Open networks
Simplicity
User driven technology
Trust
16
Forget
Diffusion
Top down
Hierarchy
Structure
Taxonomy
Process
Security
Silos
Complexity
IT governance
Control
Source: Cecil Dijoux http://thehypertextual.com/2011/04/22/enterprise-social-software-productivity-innovation-and-engagement/
The Loop / Thinking Space
© 2014 The Loop
In Practice: 3 Examples at Sanofi Pasteur
17
A grass roots community
connected around a cause, with a
high impact
Concrete outcomes of a strategic relational engagement plan
Internal External
Stakeholders Stakeholders
The Loop / Thinking Space
© 2014 The Loop
Collaboration is not
18
a long, quiet river
Source: http://blog.audubonguides.com/2010/06/23/saying-so-long-to-salt-cedar/
The Loop / Thinking Space
© 2014 The Loop
Resistance Against Collaborative Work
19
Ignorance of social communication operation, tools and potential
Overestimation of risks
Silo mindset, politics
Scientific culture
Command-and-control culture
Perception of intermediary bodies to be challenged
No urging by management
Social stratification
National & corporate culture
Complacency, conformism, groupthink
Information overload stress
The Loop / Thinking Space
© 2014 The Loop
My Proposed Framework for Culture Change
20
The Loop / Thinking Space
© 2014 The Loop
The Loop / Thinking Space
Choose Trust
The Loop / Thinking Space
© 2014 The Loop 22
@CelineSchill
