This document discusses the transition to becoming a social business. It notes that cultural change is challenging and requires educating and encouraging employees. Social tools can help drive cultural change by facilitating information sharing across the organization. To be a social business, companies must provide employees with tools and incentives to connect with others and access the right information beyond their job descriptions. This will help reduce barriers for collaboration.

1. Thoughts on Social Media Today
Miia Äkkinen
November 3rd, 2011

2. INSPIRING TWEETS AND
BLOG POSTS

4. “Culture change may be the most challenging component of
successfully transforming into a social business. In order to influence a
cultural change you have to educate and encourage. Social tools
provide a gateway for information exchanges across geographies
and organizational silos. Building trust and encouraging social
interactions are essential to driving a social change in the workforce.
To become a social business you have to recognize that employees need
to be agile, informed and able to work beyond their specific job
descriptions. In order to support this, you must provide tools and the
cultural incentives that allow employees more access to the right
information and the right people. You must reduce both the cultural
boundaries as well as the technical obstacles for people to connect
with people and information, allowing unprecedented access.”
Jeff Schick, Vice President of Social Software
http://www.britopian.com/2011/07/05/ibm-case-
study-a-lesson-in-social-business-transormation/

5. Dachis Group 18.10.2011
http://www.dachisgroup.com/2011/10/attributes-of-a-socially-optimized-business/

6. Headshift/C.Schmaltz says it clearly:
http://www.headshift.com/our-
blog/2011/07/28/from-traditional-business-to-
Christoph Schmaltz, consultant social-business/

7. Open knowledge transfer
http://www.headshift.com/our-
blog/2011/07/28/from-traditional-business-to-
Christoph Schmaltz, consultant social-business/

8. Information connects people,
not just companies
http://www.headshift.com/our-
blog/2011/07/28/from-traditional-business-to-
Christoph Schmaltz, consultant social-business/

9. Connecting the silos
http://www.headshift.com/our-
blog/2011/07/28/from-traditional-business-to-
Christoph Schmaltz, consultant social-business/

10. Organizations work top down through social interactions structured
around the organization chart, or hierarchy. And they work end to end
structured around their business processes. These two dimensions —
hierarchy and process — shape the way organizations see the world, its
challenges and, more importantly, the portfolio of potential solutions to
those challenges. There is nothing wrong with hierarchy or process.
They are effective organizational approaches to managing complex
operations. But there is a crucial third dimension to organizational
effectiveness. We see this when people get things done by working in the
so-called "white space" in the organizational structure, or by working
across the "seams" of a business process. In their ways of working and
connecting with each other, they do more than just what they are told
top-down and more than what is defined as their job. This is the social
dimension. Every organization has a social dimension. The challenge
is that the social dimension is not accurately reflected in either the
organization's hierarchy or its process flow. Anthony J. Bradley, group vice
president, Gartner Research, and
Mark P. McDonald, group vice
president and Gartner
http://blogs.hbr.org/cs/2011/10/all_organizations_are_social_b.html
Fellow, Gartner Executive Programs

11. It’s a long journey.
Dion Hinchcliffe, Executive VP of Strategy
http://www.dachisgroup.com/2011/08/looking-to-the-
frontiers-of-social-business/

12. Many kind of benefits
http://www.britopian.com/2011/09/25/the-social-
Michael Brito
business-value-creation-model/

13. Direct vs. indirect benefits

14. Greetings from the 1990’s:
using WWW
• PR, marketing,
advertising
• Sales
• R&D
• Communication
• Collaboration
We are now -2011- just delivering
the promises of Internet?
Cockburn & Wilson (1996)

15. Information elements needed to
justify social media efforts
2. SOCIAL BENEFITS
1.SOCIAL PRINCIPLES Collective intelligence 4. BUSINESS BENEFITS
Participation Customer responsiveness
Expertise location Market responsiveness
Collective Emergent structures Regulatory responsiveness
Transparency Interest cultivation Sales effectiveness
Independence Mass coordination Supplier effectiveness
Persistence Product development
6. BUSINESS IMPACT
Relationship leverage
Emergence effectiveness Revenue growth
Cost reduction or Market share growth
3. SOCIAL COSTS
avoidance Better profitability
Architecture and design
Competitive position
Technology investment 5. BUSINESS COSTS
”Create a story how Regulatory compliance
Seeding Culture change
value is created”, Promotion Leadership participation
case FICO Participation Process and system change
(an analytics company) Administration and Human capital
governance Business operations
impact
Bradley & McDonald Information security Capital outlay
”Social Organization”
2011

16. http://www.ssireview.org/opinion/entry/four_
models_for_organizing_digital_work_part_two

17. Organizations, are these ok?
• Is social media in your organization
(objectives, metrics) connected with the goals
of the organization?
– Ask: How social media can help the company in
achieving the goals?
• Is your presence on social media aligned with
organization values and brand?
• Do you have a social media governance
function in your organization?

18. ”Should we go to social media?”
You are already there.

19. http://www.mtv3.fi/uutiset/kotimaa.shtml/2011/02/1279744/
youtube-video-johti-terveystarkastukseen-hotelli-ellivuoressa
A youtube video
about a Finnish hotel
with a bad price-quality
relationship. Hotel
had no presence on social
media services, people
still talked about them
on SocMed services.

20. How to proceed?
Integrating
Social Media
with Business
Strategy
Opportunities
of Social
Media
Creating
Presence on Social Media
Social Media Governance
Services

21. FINNISH EXAMPLES

36. My university on Twitter

38. How to avoid the information
overflow?
www.tweetdeck.com, www.seesmic.com, www.hootsuite.com

39. Blogs still rock

40. Wiki
Purot.net = Wiki + Discussion with community!

41. Thanks!
@miiaakkinen