Case StudyVirtual Communities

Susan WallaceTim SchultzCasey Kopp

Intro- tim

Organization Identification

Company goals, culture, and challenges

Social Media implications

Challenges faced

Suggestions/Recommendations

Lessons Learned

Agenda

Corporation X is a globally located organization that develops software for virtual working communities.

What kind of organization is this?

◦ Organizationally; NVO, Customer Service focused

◦ Employee culture: Employees work from home

and at a corporate building

Their choice based on mutual trust

Employees are free to innovate

Core Business

Provide the best customer service possible

Strive to find better ways of doing business

Create a culture of innovation and fun

Organizational Goals

◦There is no organization that is currently an NVO

◦Strategic Leaders are still using traditional leadership strategies and “playing” with virtual tools.

◦Virtual tools can be “glitchy”, have lag time, and can hurt communication with other cultures.

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◦ LinkedIn◦ Twitter: http://twitter.com/#!/CiscoSystems

Allows for feedback and recommendations; instant responses

Ask questions; receive immediate answers

Social Media Strategies

SME’s are responsible for their blogs Brings International expertise to your

computer or phone Blogger’s profile introduces there are of

expertise immediately Different levels of blog membership

◦ Member◦ Blogger◦ Video Viewer◦ Super Reader

Blogging Strategies

Community Outreach◦ Earned over $400,000 to donate via Facebook and

Twitter◦ Technical Support provides immediate feedback

Applies to multiple customers, not only the person asking the question

◦ February 14, 2012 – Social Media Conference Intel LinkedIn Radian6

Twitter

Social Media Strategies: Example of Twitter for Technical Support

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.

Most Important Thing Learned

Knowledge management◦ Documenting, storing, accessing intellectual properties◦ TED = Powerful innovation

YouTube is an excellent example of people sharing their knowledge Visual can express so much more than text only Encourage collaboration Celebrate success – Young Man in

Measure the use of social media◦ Surveys◦ Market the benefits ◦ Follow up with subject matter experts ◦ Monitor participation and knowledge sharing

Recommendations

Questions?