Getting Social… in and out of Business
Andy Piper@andypiper ~ andypiper.co.uk
social bridgebuilder ~ speaker ~ techie
Essential Info! :-)
#digitalbristol@andypiper
Flickr - enable people tags!
“Social Business”?
Social business defn #1 (philanthropic)
“a social business is a non-loss, non-dividend company designed to address a social objective within the highly regulated marketplace of today.” (Wikipedia/Nobel Laureate Prof. Muhammad Yunus)
“ideas, businesses and people who are creating positive social change.” (socialbusiness.org)
Social business defn #2 (commercial)
“As each company looks to incorporate social networking technologies, it is, in fact, becoming what IBM calls a Social Business.” (ibm.com)
“It means that every department, from HR to marketing to product development to customer service, uses social media the way it uses any other tool and channel to do its job. A company that uses social networking tools fluently to communicate with people inside and outside the company acts as a Social Business.” (ibm.com)
Let’s talk about… “social”What is “social”?
Social Networking Everything
People are social
Events are social
The Web is Social
Social Media is…?
History
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Big Cheese A big CoDepartment Z
VP 1
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Times change...how does that affectLarge Companies?
“Social networking applications are not new to business. Most such
applications fall into three main categories: external relationships with
customers and brand influences; internal relationships with employees
and partners; and societal relationships with citizens and communities.
Many companies and government agencies already have a variety of
applications in each of these categories, but much remains to be done.
We are still in the early days of learning how to best translate our new
collaborative technologies and applications into more effective business
and societal relationships. The issue is not technology, even though
social technologies are still relatively new. The key issue is
organizational capital, that is, the management practices and cultural
adjustments needed to enable the organization to deploy and take
advantage of these new capabilities.”http://blog.irvingwb.com/blog/2010/09/reinventing-relationships.html
So - what’s really changed?
We’re on a road to… somewhere?
Gartner Hype Cycle, July 2011
Studies say: everything is “better” - so it must be?
What are the consequences?
TrustEducationGuidance
Spring 2005
Spring 2005
May 2008
Summary:
• Follow the BCGs
• Take personal responsibility
• Include a disclaimer
• Don’t cite clients
• Don’t pick fights
http://ibm.com/blogs/zz/en/guidelines.html
EU + FTC rules!
Diversity = strengthWord-of-mouth = trust
Networks = value
Liquid networks, cafe culture
“magic” (sometimes
called “innovation”) happens here
Social can improve business … but nothing is automatic!
Time to change!
Don’t just broadcast:Listen, create, respond,
provide content
Conclusions
• People are social
• The tools are mature
• Education and Trust are key
• Networks bring Value
• Do things Differently - respond, create and give back
Connect
http://twitter.com/andypiper
http://andypiper.co.uk
http://slideshare.net/andypiper
Image credits
• LEGO office http://www.flickr.com/photos/legozilla/3553485856/
• History of communications / socialhttp://www.flickr.com/photos/mazer73/4008898003/http://www.flickr.com/photos/freefoto/533626295/http://www.flickr.com/photos/somewhatfrank/2657896516/http://www.flickr.com/photos/webbysworld/83822087/
• Quotation backgrounds / British Museum http://flickr.com/photos/shawdm/820926627/
• LEGO business bigger now http://www.flickr.com/photos/ntr23/4455169702/
• Deep water http://www.flickr.com/photos/beatnic/3468347540/
• IBM Blogging Guidelines http://www.flickr.com/photos/ntr23/4455169702/
• LEGO business guy http://www.flickr.com/photos/jreed/5250034255/
• LEGO field office http://www.flickr.com/photos/nhussein/3886689958
• Others author’s own, or royalty-free and CC-licensed works from sxu.hu and Wikimedia Commons