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Case StudyVirtual Communities
Susan WallaceTim SchultzCasey Kopp
Intro- tim
Corporation X is a globally located organization that develops software for virtual working habitats
What kind of organization is this?◦ “Networking Virtual Organization” strategy◦ standardizing its business operations, data, and
information technology What kind of organization is this? What is their core
business? Where are they/their employees located?◦ Every working day more than 200 business consultants
from Company X are in the field working with leading companies and other organizations that are striving to find better ways of doing business.
◦ Employees work from home and at a corporate building
Core Business
What are their business/organizational challenges?
◦ There is no organization that is currently an NVO◦ Strategic Leaders are still using traditional
leadership strategies and playing with virtual tools.
◦ http://www.cisco.com/web/about/ac79/wp/bridge.html
Organizational Challenges
Why have they chosen to use social media strategies?
◦ Company X uses Social Media to communicate more with employees and clients
◦ Company X executives are using Social Media to show they are current
Social Media Strategies
What is Company X doing?
◦ Webinars◦ Email◦ Flicker◦ Blog: http://blogs.cisco.com/category/news/◦ Facebook◦ YouTube◦ Twitter: http://twitter.com/#!/CiscoSystems
Allows for feedback and recommendations; instant responses
Ask questions; receive immediate answers
Social Media Strategies
Blog
Social Media Strategies: Twitter
How does Social Media help?◦ Social media monitors
Used to ensure the organization’s name is not negatively portrayed online
◦ Recommendation: Khan Academy Provides free education, lectures, and tutorials to
anyone worldwide
More Effective Virtual Communities
“Transforming how people connect, communicate, & collaborate”◦ 2012 First Quarter Profits: $11 billion +
Creation of collaboration tools◦ Voice, video, web conferencing ◦ Web conferencing
IM, create webinars, real time multimedia sharing & play back ability: http://www.cisco.com/en/US/products/ps10362/Products_Sub_Category_Home.html
◦ Jabber Allows for collaboration in any workspace in a
collaborative platform: http://www.cisco.com/web/products/voice/jabber.html
Achieving Business Goals
Frequent push back because organization uses too many different social medias◦ Constant creation of new social media tool based on
need CEO uses social media, such as Twitter, in a
“naïve” way◦ Discusses vacation ideas, and how great trips were
Employees understand that the tool is not used correctly
Wikis do not work◦ People do not want to share their knowledge◦ Only want to gain knowledge from others
Facing Internal Challenges
Susan – Even though a company can be on the leading edge of technology and their products are virtual community related, there still needs to be buy-in and use within the company.
Casey – If social media is not used properly, it can effect ROI, ROE, and employee productivity.
Tim – Social media should be a tool for work-related communication, and should not be used by upper management to brag about their vacation.
(last slide) Most Important Thing Learned
Knowledge management◦ Documenting, storing, accessing intellectual
properties◦ TED = Powerful innovation
YouTube is an excellent example of people sharing their knowledge
Measure the use of social media◦ Surveys◦ Market the benefits ◦ Follow up with subject matter experts ◦ Monitor participation and knowledge sharing
Recommendations
Question?