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Corporate Communications Today
Social Media Marketing: What are best examples and practices to deal with Loss of Control
Presented by, Sivadurga ViswanathanYounes Ghammad
Introduction
Arise of Web 2.0 and social media
Loss of control
A gentle shift from the system of hierarchy to heterarchy
Danger? Control of parameters that enable the loss of control to be efficient
Agenda
Web 2.0/ Social Media
Loss of Control - Best practices and examples
o Employeeo Customero Brand
Counter Arguments
Web 2.0/ Social Media
Web 2.0 is a second generation of the World Wide Web that is focused on the ability for people to collaborate and share information online (blogs, consumer reviews, video exchange platforms)
Goes beyond passive viewing of contents limitations
With the advent of this technology, a new medium of communication has emerged, social media, which is a supplant to the traditional mass media.
Social media are social software which mediate human communication.
Organisational changes in the modes of communication through social media.
Agenda
Web 2.0/ Social Media
Loss of Control - Best practices and examples
o Employeeo Customero Brand
Counter Arguments
Loss of control
Social chang
es brought by social media:
• Many interactive channels• Credibility decreases• Customer is demanding and active• Employees communicate • Uncontrolled messages
Need for
Loss of
Control:
• Creation of more weak ties in a company’s network. • Enable and facilitate knowledge flows, ideas, passions,
skills, and experiences• Push to Pull economy.• Openness - a fundamental requirement for any business. • Provide “creation spaces” for employees and customers
alike• Increase in productivity and loyalty.
Employees are no longer in control
Traditional model of managerial resource allocation has become outdated
Eagerness to do what employees are passionate about
Example: “America's Corporations will lose control of their employees“ - FORBES
Paves a way for ‘knowledge workers’ inside the company find and talk with other experts who may have valid input to particular projects
Some practices to implement loss of control for employees: open source social networks and open HR
Open source social networks
• Dow Chemicals a company that has set up its own social network, to help managers identify
the talent they need to execute projects across different business units and functions.
Dow has even extended the network to include former employees – a smart move.
• Lockheed Martin: Developed a free, open source enterprise social networking platform, Eureka
Streams
Content within Eureka Streams consists primarily of microblogs and internal and external web feeds.
Open HRReplace static piles of proprietary knowledge to dynamic, quickly accessible
expertise
A move from organization-centric to network-centric
• Example:
• frogForward
An open-ended, conversational, and social performance management app.
A 360 degree feedback system for the employees.
• Survey results: A recent study by Birkman International:
• Nearly 20,000 HR professionals found that 83 percent of respondents see great potential in social media-based HR solutions
Loss of control imposed on customer
Consumers are no longer brand loyal
Word of mouth spreads exponentially through social media; example: FACEBOOK
Customers are dynamic and active
The great success of NPR with Open API for its contents.
The different practises for loss of control on customers: Crowdsourcing, Open Ideation, Open Design, Open Source.
Crowdsourcing
The process of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, and especially from an online community, rather than from traditional employees or suppliers
80% of the innovations which are developed by a company on her own are not successful. By contrast 80% of the innovations initiated by customers succeed. (Robert G. Cooper 2010)
Closed networks are of diminishing value.
Example: KAGGLE
Kaggle is a platform for predictive modelling and analytics competitions on which companies and researchers post their data and statisticians and data miners from all over the world compete to produce the best models.
The effect of the live leaderboard, which encourages participants
to continue innovating beyond existing best practice.
It brings in liberalism into the involvement of the participants who include the employees of the company as well.
Thanks to crowdsourcing approach that led KAGGLE to find new market streams such as HIV research, chess ratings and traffic forecasting.
KAGGLE – A Crowdsourcing approach
Open ideation Open Ideation offers plenty of opportunities to increase its product pipeline
and to integrate external ideas into its ideation process.
•
Involves redistributing control of getting ideas from an elite group of thinkers to a broader group.
Direct participation of the users allows for generating ideas that best fit their individual needs.
Few Guidelines for efficient Open Ideation process:
o Start ideation process with clear and concrete assignment.
o Use a team approach to get a structured ideation process with both best ideation results and internal supporters for the innovative outcomes.
o Ideation process isn’t instanteneous
example DELL Idea storm
DELL Idea Storm
Idea Storm is a launched initiative of DELL
Invites people around the globe to suggest product improvements and new product ideas online
Received more than 10,000 idea submissions
Open design research
Everyone can be a contributor to the design process
Design process gets rapid compared to traditional design research method
Open source
In software space, we need open source projects that promotes a universal access via a free license to a product's design or blueprint, and universal redistribution of that design or blueprint, including subsequent improvements to it by anyone to create innovation.
Open source gained hold with rise of social media.
Few benefits of Open Source:o Securityo Qualityo Customizabilityo Freedomo Flexibilityo Cost
Examples : LINUX and RHoK
LINUX – An open platform
Provides full access for the users; provides administration rights allowing for accessing more functionality of the operating system.
Provides kernel access to modify the code to make improvements. For instance, fixing bugs.
There are a community of users rendered to fix errors in linux systems who use code sharing to find solutions, unlike Windows, and hence reduces the cost involved.
The LINUX OS has 22% more market share than Windows OS
Google ‘s OS is based on LINUX OS
Random Hack of Kindness (RHoK)
A joint initiative between Microsoft, Google, Yahoo!, NASA and the World Bank.
A community of “developers, geeks and tech-savvy do-gooders around the world, working to solve development problems particularly during times of crisis.
Hackathons - fast-paced competitions to solve challenges.
Loss of Brand Control
Obsessive control over a brand is ineffective
The integrity and respect of a brand is closely related to how to handle “negative” press and criticisms. Example – NESTLE
Open up a discussion around the platform
Promote negative press
Encourage people to steal the content and work
Characteristics to be followed when implementing loss of control
easy access.
open platforms.
open-ended formats that can evolve as the problem statement changes and enables sharing.
ample room for participation.
strong incentives (intrinsic motivation/social currency)
real-time visibility (through sharable content)
tie-ins to dormant or active social networks.
distributed decision-making.
Agenda
Web 2.0/ Social Media
Loss of Control - Best practices and examples
o Employeeo Customero Brand
Counter Arguments
Counter Arguments
“Many companies are still afraid of loss of control of information by using social media”
Openness as permanent crisis.
o Lack of confidentiality leading to information leaks to the company’s competitors.
o The question of quality and validity of the user entries to the open system.
The same organization that depends on the loss of control for its content very much depends on a highly controlled environment to protect itself and keep operating effectively.
Conclusion
To design for the loss of control, control the parameters that enable it (access, boundaries, authorship, participants, agenda, process, conversation, collaboration, documentation, etc.)
Loss of control can be valuable if there is efficient collaboration between the users/ employees and the business processes.
Loss of Control
Responsibility
Respect
Heterarchy
Coherance
Voluntariness
Trust