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Broad high level discussion of social media and it\'s relevance to achieving business objectives. A framework is presented that provides insight on how to approach social media as a tool to meet various business outcomes.
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Simply Social
Simplifying Social Media’s Relevance to Organizational Objectives
February 2010
2
Introductions and Objectives
A little about me Objectives of this presentation
Agenda
Our Foundational View of People at Work
The Social Animal Web 2.0 and Social Media Is This Really New? Needs, Outcomes, and Amplifiers Examples and a Canada Post Case Study
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***
Beyond Functional Contribution
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The knowledge our people bring to the organization is greater than the job or function for which they were specifically hired
<new stuff> has taught us about…
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…the power of the collective
…and the diversity of the individual
<new stuff> has taught us about…
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…a Better, Faster, Cheaper way
And Now For Something Completely Different…
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We Are Social
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Social Media
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“…media designed to be disseminated through
social interaction.” (Wikipedia, as of Dec 22, 2009)
“… a type of computer mediated communication
(that aims to) connect, collaborate and
inform/convince.” (Corporate Executive Board)
“…people having conversations online.” (“What the f**k is social media”, Marta Kagan)
“…are online communications in which individuals
shift fluidly and flexibly between audience and
author….” (Joseph Thornley, 2008)
“…an umbrella term that defines the various
activities that integrate technology, social
interaction, and the construction of words and
pictures.” (Various)
Is this really a paradigm shift…
10http://memory.loc.gov/mss/mcc/004/0001.jpg
…or just a new spin on an old thing?
We’ve gone from lips to ears…
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Time (in years ago)
Soci
al M
edia
Bre
adth
and D
epth
3,000,000
…to raw material media…
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Time (in years ago)
Soci
al M
edia
Bre
adth
and D
epth
20,000
…to electronic media
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Time (in years ago)
Soci
al M
edia
Bre
adth
and D
epth
135
…and gone from 1 to 1…
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Time (in years ago)
Soci
al M
edia
Bre
adth
and D
epth
40
…and 1 to many…
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Time (in years ago)
Soci
al M
edia
Bre
adth
and D
epth
10
…to many to many.
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Time (in years ago)
Soci
al M
edia
Bre
adth
and D
epth
0
Relevance to Your Organization?
Leverage the Diversity of the Individual Harness the Power of the Collective Understand that Social Media’s fuel is:
The innate Need for people to be heard; The variety of Outcomes those voices can/want to
influence The Amplifier effect provided by ubiquitous and low
cost technology (Web 2.0)
All of this new stuff provides new ways to help address business challenges
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A Simple Framework
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Examples [1]
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Examples [2]
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Examples [3]
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What Happens When Your Amplifiers Aren’t Grounded Between Outcomes and Needs?
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Question
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Canada Post Case Study
No direct communications channel to 60,000 of the 75,000 employees
No ability to collaborate around key messaging or tailor messaging to specific employee segments
Lack of visibility into the tacit knowledge within the organization
One-off Intranet applications in need of consolidation and support cost reductions
Desire to integrate social media tools into the organization without changing behaviour too dramatically
Business Issues & Drivers
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Marrying Needs with Outcomes using Amplifiers
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Simply Social Everywhere
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1 2
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Don’t Let the Buzz Distract You
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Final Thought
