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Social Software
for prosperity and growth




         Chris Sparshott
Video: Time to Think




        Chris Sparshott
Agenda

          Part 1: Change
          Part 2: Growth
          Part 3: Research
          Part 4: Tools




 Chris Sparshott
Part 1: Change




     Chris Sparshott
The world has changed




         Chris Sparshott
Inter-connected




     Chris Sparshott
Chris Sparshott
http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/
                                     Chris Sparshott
Inter-dependent




     Chris Sparshott
Inter-dependent 1914



  The butterfly effect can also be represented by large complex systems.




    Archduke Franz Ferdinard                          WWI
18 December 1863 – 28 June 1914   Chris Sparshott
Inter-dependent 2009



1,250 New Zealanders are losing their job every week.
                   Peter Conway
       Secretary of the New Zealand Council of Trade Unions




     Stock market             Chris Sparshott
                                                    Jobless
Inter-dependent 2009



 State Department officials earlier urged Twitter to delay scheduled
     maintenance work to avoid interrupting its service in Iran.




                               Twitter


                                                         ?
                              YouTube



Iranian Student Shot           Chris Sparshott
The world has changed
   Every interaction has an effect




The number of interactions is increasing
                 Chris Sparshott
Part 2: Growth




     Chris Sparshott
Statement



                   Business
                  success is
                  measured
                    in sales


Chris Sparshott
Statement



Sales is the
 life blood
    of our
 business


               Chris Sparshott
Statement
Sales is about relationships
            Chris Sparshott
Question

                   How strong
                    are those
                  relationships
                         ?


Chris Sparshott
Question to a member of your organisation




                                                     What do you
                                                     want for your
                                                     customers in
                                                   three years time
                                                           ?



                                 Chris Sparshott
Answer




 I won’t be doing
 this job in three
    years time.




                     Chris Sparshott
So who cares?




     Chris Sparshott
Exercise 1




   Chris Sparshott
Prioritise the time you spend with
     these customers from 1 to 6.
       1 being the highest priority
•   Customer might spend money today
•   Customer might spend money tomorrow
•   Customer might spend money this quarter
•   Customer might spend money next quarter
•   Customer might spend money next year
•   Customer might spend money sometime


                      Chris Sparshott
Possible Result
•   Customer might spend money today          1
•   Customer might spend money tomorrow       2
•   Customer might spend money this quarter   3
•   Customer might spend money next quarter   4
•   Customer might spend money next year      5
•   Customer might spend money sometime       6



                       Chris Sparshott
Spot any problems?

             (Where is “4”?)




       Chris Sparshott
Question




                              Ask yourself,
                             where will future
                              growth come
                                 from?




           Chris Sparshott
Answer




          *New
        customers




*and existing customers   Chris Sparshott
Exercise 2




   Chris Sparshott
Prioritise the time you spend with these
         customers from 1 to 6.
        1 being the highest priority
 Take into consideration future growth
  •   Customer might spend money today
  •   Customer might spend money tomorrow
  •   Customer might spend money this quarter
  •   Customer might spend money next quarter
  •   Customer might spend money next year
  •   Customer might spend money sometime

                        Chris Sparshott
Possible Result
•   Customer might spend money today          1
•   Customer might spend money tomorrow       2
•   Customer might spend money this quarter   3
•   Customer might spend money next quarter   4
•   Customer might spend money next year      5
•   Customer might spend money sometime       1



                       Chris Sparshott
Hang on,..

   How come a customer
  that might spend money
 sometime in the unknown
 future can be as important
  as a customer that might
    spend money today?


Chris Sparshott
It’s about the inter-dependent ecosystem


 Global
 customers                  Auckland
                            Customers




                                        Christchurch
                                        Customers
      Wellington
      Customers


                   Chris Sparshott
The ecosystem
spawns growth




          Chris Sparshott
We influence the ecosystem by owning “mindshare




                      Chris Sparshott
Traditional Media

                        TV
                       Radio
                       Print




Chris Sparshott
Spray and
                  pray doesn’t
                     work

                    People are not
                      listening




Chris Sparshott
Connected Media
    Web Pages
     Comments
        Blogs
      Surveys
  Social networking
       Tweets
    Aggregation




       Chris Sparshott
How do we
   make
 mindshare
work for us?



               Chris Sparshott
We need to marshal our most
 important assets for growth


Our employee’s relationships




            Chris Sparshott
It means everyone *shares




*knowledge, help, advice, friendship and goodwill with our customers
                                 Chris Sparshott
It means everyone *cares




*interactions are real and mean something
                                   Chris Sparshott
It means everyone does *Social Networking




*Social Networking = Sales + Marketing + PR + Knowledge
                                  Chris Sparshott
There is more than anecdotal evidence to
 support the value of Social Networking




                  Chris Sparshott
Part 3: Research




      Chris Sparshott
“Value of Social Networks:

A large scale analysis on network
   structure impact to financial
revenue of information technology
           consultants”



        http://smallblue.research.ibm.com/
                       Chris Sparshott
Objective

• To estimate the value of social networks.

• How does social capital influence productivity

• How information workers obtain information
  through various communications channels and
  social networks

• Measure the impact to revenue at the personal
  and project level of the information workers
                        Chris Sparshott
Information workers = Consultants
Perform high quality project work
Delight the customer
Generate repeat business
Make $ for IBM

     (…and to stay off the bench)




                              Chris Sparshott
What was measured?


* 2600 IBM business
  consultants over 2
  years (2006-2008)
* Across 70 Countries
* Derive the network of
  350k employees
* Overall observation
  of 10k consulting
  projects


                          Chris Sparshott
What was measured?

       * People Interaction
         (email and IM)
       * Detailed and objective
         performance measurements
         of the consultants
       * Number of billable hours
       * Number of projects
       * Revenue generated
       * Explore relationship between
         social network and
         productivity of those
         consultants



       Chris Sparshott
Conducted 15 intensive interviews
Efficient access to information

Timely access to valuable
information results in higher
quality decision making




                                  Chris Sparshott
Results



                    The value of
                   each person in
                    your address
                    book is $948



 Chris Sparshott
Results


                       Not
                     Friends



                     YOU
       Friends
                                       Friends




When friends of your friends are not friends of
each other or belong to the same social group. =
276.64% increase in monthly revenues
                     Chris Sparshott
Results
      One strong link to your manager   Manager
You   is worth $588.20 /month


      Having managers in a project is
      correlated with team
      performance initially.
      Too many managers in a project
      is negatively associated with
      team performance                    Manager
You




      One weak link to your manager
      costs $98.48 /month
                     Chris Sparshott
Results


• Attributes of your network, human capital, power and
  status have a unique relationship with work performance

• No performance relationship for
   – access to different divisions
   – access to different geographical locations
   – gender distribution




                               Chris Sparshott
There is value to businesses in encouraging
 external collaboration & social networking




                   Chris Sparshott
Part 4: Tools

Enterprise Tools
  Free Tools



      Chris Sparshott
Video: How many friends do you have?




                Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Business benefits


                *Find hidden expertise
                *Reduce time to find and
                 access knowledge
                 sources
                *Reduce email and
                 telephone usage
                *Personal mindshare



       Chris Sparshott
Chris Sparshott
http://www.ibm.com/developerworks/
              Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Business benefits

             *Build communities
             *Manage interactions
              with customers and
              partners
             *Help each other
             *Deliver additional
              services
             *Gain mindshare


       Chris Sparshott
FREE Tools




   Chris Sparshott
Wordpress - Free




* Hosting Costs

* More hits than ibm.com/nz website
                  Chris Sparshott
Slideshare - Free




       Chris Sparshott
Twitter - Free




Twitter (Global Instant Messaging)
Stay current
- Identify community
- Provide value
                            Chris Sparshott
LinkedIn - Free




      Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Chris Sparshott
Business benefits


      *Build communities around
       companies products and
       services
      *Utilise existing frameworks
      *Provide light weight client
       interaction
      *Generate F2F interactions
      *No license costs


       Chris Sparshott
Community Funnel
   Online Community


      Meet-ups


        F2F


                          Sales
      Pipeline
        Chris Sparshott
Increased Prosperity & Growth =
    Community + Participation




              Chris Sparshott
My Journey – I did…

•   Blogged on Blogger
•   Upload presentations to Slideshare
•   Started tweeting
•   Self host Blog to Wordpress, chrissparshott.com
•   Used Scribd
•   Built LinkedIn network (on-going)
•   Built videos for blog
•   Launched LinkedIn community groups
•   Started product based meet-ups

                        Chris Sparshott
My Journey – Benefits…

•   Increased reach and influence for IBM
•   Increased visibility of IBM to customers
•   Clients support each other
•   Support direct sales efforts
•   Customer case studies

• Recognised within IBM as an expert
• Mentor IBM employees and start-ups
• Present at events

• Had a lot of fun ;o)

                             Chris Sparshott
Chris Sparshott
       chris_sparshott@nz.ibm.com

      0064 (0)21 574 696


(Sparkbouy)
sparkbouy@gmail.com

Portfolio
http://www.slideshare.net/sparkbouy/slideshows

Blog
http://chrissparshott.com

IBM
chris_sparshott@nz.ibm.com




                                                 Chris Sparshott
Flickr and Links
•   http://www.flickr.com/photos/tessawatson/308774675/
•   http://www.flickr.com/photos/erica_marshall/2885783824/
•   http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png
•   http://www.flickr.com/photos/whatknot/714338893/
•   http://www.flickr.com/photos/indigente/798304/
•   http://net.lib.byu.edu/estu/wwi/bio/f/franzfrd.html
•   http://en.wikipedia.org/wiki/Archduke_Franz_Ferdinand_of_Austria
•   http://www.flickr.com/photos/22746515@N02/324050779
•   http://www.flickr.com/photos/traftery/3235920577/
•   http://www.flickr.com/photos/12392252@N03/2445045132/
•   http://www.latimes.com/news/nationworld/world/la-fgw-twitter18-2009jun18,0,5845567.story
•   http://www.thestranger.com/seattle/paul-constant-reviews-twitter/Content?oid=1774875
•   http://www.flickr.com/photos/romanlily/3130507637/
•   http://www.flickr.com/photos/leecullivan/141114012/
•   http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/
•   http://www.flickr.com/photos/lwr/101286819/in/set-72057594065740447/
•   http://www.flickr.com/photos/thecampbells/3005650135/
•   http://www.flickr.com/photos/codepo8/2122763472/
•   http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/
•   http://www.flickr.com/photos/leecullivan/252515890/
•   http://www.slideshare.net/debs/f-o-w-a-marketing-workshop-2007b
•   http://www.flickr.com/photos/amagill/180202581/
•   http://www.flickr.com/photos/davesandford/3184810369/
•   http://www.flickr.com/photos/clappstar/178050837/
•   http://www.flickr.com/photos/sharynmorrow/1923985105/
•   http://www.flickr.com/photos/kalieye/3265551769/
•   http://www.flickr.com/photos/gabenl/2617316249/
•   http://www.flickr.com/photos/nathanwells/1199095941/
•   http://www.flickr.com/photos/minifig/95040634/
•   http://www.flickr.com/photos/blah_oh_well/302469907/
                                                       Chris Sparshott

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Social Software for Prosperity and Growth

  • 1. Social Software for prosperity and growth Chris Sparshott
  • 2. Video: Time to Think Chris Sparshott
  • 3. Agenda Part 1: Change Part 2: Growth Part 3: Research Part 4: Tools Chris Sparshott
  • 4. Part 1: Change Chris Sparshott
  • 5. The world has changed Chris Sparshott
  • 6. Inter-connected Chris Sparshott
  • 9. Inter-dependent Chris Sparshott
  • 10. Inter-dependent 1914 The butterfly effect can also be represented by large complex systems. Archduke Franz Ferdinard WWI 18 December 1863 – 28 June 1914 Chris Sparshott
  • 11. Inter-dependent 2009 1,250 New Zealanders are losing their job every week. Peter Conway Secretary of the New Zealand Council of Trade Unions Stock market Chris Sparshott Jobless
  • 12. Inter-dependent 2009 State Department officials earlier urged Twitter to delay scheduled maintenance work to avoid interrupting its service in Iran. Twitter ? YouTube Iranian Student Shot Chris Sparshott
  • 13. The world has changed Every interaction has an effect The number of interactions is increasing Chris Sparshott
  • 14. Part 2: Growth Chris Sparshott
  • 15. Statement Business success is measured in sales Chris Sparshott
  • 16. Statement Sales is the life blood of our business Chris Sparshott
  • 17. Statement Sales is about relationships Chris Sparshott
  • 18. Question How strong are those relationships ? Chris Sparshott
  • 19. Question to a member of your organisation What do you want for your customers in three years time ? Chris Sparshott
  • 20. Answer I won’t be doing this job in three years time. Chris Sparshott
  • 21. So who cares? Chris Sparshott
  • 22. Exercise 1 Chris Sparshott
  • 23. Prioritise the time you spend with these customers from 1 to 6. 1 being the highest priority • Customer might spend money today • Customer might spend money tomorrow • Customer might spend money this quarter • Customer might spend money next quarter • Customer might spend money next year • Customer might spend money sometime Chris Sparshott
  • 24. Possible Result • Customer might spend money today 1 • Customer might spend money tomorrow 2 • Customer might spend money this quarter 3 • Customer might spend money next quarter 4 • Customer might spend money next year 5 • Customer might spend money sometime 6 Chris Sparshott
  • 25. Spot any problems? (Where is “4”?) Chris Sparshott
  • 26. Question Ask yourself, where will future growth come from? Chris Sparshott
  • 27. Answer *New customers *and existing customers Chris Sparshott
  • 28. Exercise 2 Chris Sparshott
  • 29. Prioritise the time you spend with these customers from 1 to 6. 1 being the highest priority Take into consideration future growth • Customer might spend money today • Customer might spend money tomorrow • Customer might spend money this quarter • Customer might spend money next quarter • Customer might spend money next year • Customer might spend money sometime Chris Sparshott
  • 30. Possible Result • Customer might spend money today 1 • Customer might spend money tomorrow 2 • Customer might spend money this quarter 3 • Customer might spend money next quarter 4 • Customer might spend money next year 5 • Customer might spend money sometime 1 Chris Sparshott
  • 31. Hang on,.. How come a customer that might spend money sometime in the unknown future can be as important as a customer that might spend money today? Chris Sparshott
  • 32. It’s about the inter-dependent ecosystem Global customers Auckland Customers Christchurch Customers Wellington Customers Chris Sparshott
  • 33. The ecosystem spawns growth Chris Sparshott
  • 34. We influence the ecosystem by owning “mindshare Chris Sparshott
  • 35. Traditional Media TV Radio Print Chris Sparshott
  • 36. Spray and pray doesn’t work People are not listening Chris Sparshott
  • 37. Connected Media Web Pages Comments Blogs Surveys Social networking Tweets Aggregation Chris Sparshott
  • 38. How do we make mindshare work for us? Chris Sparshott
  • 39. We need to marshal our most important assets for growth Our employee’s relationships Chris Sparshott
  • 40. It means everyone *shares *knowledge, help, advice, friendship and goodwill with our customers Chris Sparshott
  • 41. It means everyone *cares *interactions are real and mean something Chris Sparshott
  • 42. It means everyone does *Social Networking *Social Networking = Sales + Marketing + PR + Knowledge Chris Sparshott
  • 43. There is more than anecdotal evidence to support the value of Social Networking Chris Sparshott
  • 44. Part 3: Research Chris Sparshott
  • 45. “Value of Social Networks: A large scale analysis on network structure impact to financial revenue of information technology consultants” http://smallblue.research.ibm.com/ Chris Sparshott
  • 46. Objective • To estimate the value of social networks. • How does social capital influence productivity • How information workers obtain information through various communications channels and social networks • Measure the impact to revenue at the personal and project level of the information workers Chris Sparshott
  • 47. Information workers = Consultants Perform high quality project work Delight the customer Generate repeat business Make $ for IBM (…and to stay off the bench) Chris Sparshott
  • 48. What was measured? * 2600 IBM business consultants over 2 years (2006-2008) * Across 70 Countries * Derive the network of 350k employees * Overall observation of 10k consulting projects Chris Sparshott
  • 49. What was measured? * People Interaction (email and IM) * Detailed and objective performance measurements of the consultants * Number of billable hours * Number of projects * Revenue generated * Explore relationship between social network and productivity of those consultants Chris Sparshott
  • 50. Conducted 15 intensive interviews Efficient access to information Timely access to valuable information results in higher quality decision making Chris Sparshott
  • 51. Results The value of each person in your address book is $948 Chris Sparshott
  • 52. Results Not Friends YOU Friends Friends When friends of your friends are not friends of each other or belong to the same social group. = 276.64% increase in monthly revenues Chris Sparshott
  • 53. Results One strong link to your manager Manager You is worth $588.20 /month Having managers in a project is correlated with team performance initially. Too many managers in a project is negatively associated with team performance Manager You One weak link to your manager costs $98.48 /month Chris Sparshott
  • 54. Results • Attributes of your network, human capital, power and status have a unique relationship with work performance • No performance relationship for – access to different divisions – access to different geographical locations – gender distribution Chris Sparshott
  • 55. There is value to businesses in encouraging external collaboration & social networking Chris Sparshott
  • 56. Part 4: Tools Enterprise Tools Free Tools Chris Sparshott
  • 57. Video: How many friends do you have? Chris Sparshott
  • 71. Business benefits *Find hidden expertise *Reduce time to find and access knowledge sources *Reduce email and telephone usage *Personal mindshare Chris Sparshott
  • 77. Business benefits *Build communities *Manage interactions with customers and partners *Help each other *Deliver additional services *Gain mindshare Chris Sparshott
  • 78. FREE Tools Chris Sparshott
  • 79. Wordpress - Free * Hosting Costs * More hits than ibm.com/nz website Chris Sparshott
  • 80. Slideshare - Free Chris Sparshott
  • 81. Twitter - Free Twitter (Global Instant Messaging) Stay current - Identify community - Provide value Chris Sparshott
  • 82. LinkedIn - Free Chris Sparshott
  • 90. Business benefits *Build communities around companies products and services *Utilise existing frameworks *Provide light weight client interaction *Generate F2F interactions *No license costs Chris Sparshott
  • 91. Community Funnel Online Community Meet-ups F2F Sales Pipeline Chris Sparshott
  • 92. Increased Prosperity & Growth = Community + Participation Chris Sparshott
  • 93. My Journey – I did… • Blogged on Blogger • Upload presentations to Slideshare • Started tweeting • Self host Blog to Wordpress, chrissparshott.com • Used Scribd • Built LinkedIn network (on-going) • Built videos for blog • Launched LinkedIn community groups • Started product based meet-ups Chris Sparshott
  • 94. My Journey – Benefits… • Increased reach and influence for IBM • Increased visibility of IBM to customers • Clients support each other • Support direct sales efforts • Customer case studies • Recognised within IBM as an expert • Mentor IBM employees and start-ups • Present at events • Had a lot of fun ;o) Chris Sparshott
  • 95. Chris Sparshott chris_sparshott@nz.ibm.com 0064 (0)21 574 696 (Sparkbouy) sparkbouy@gmail.com Portfolio http://www.slideshare.net/sparkbouy/slideshows Blog http://chrissparshott.com IBM chris_sparshott@nz.ibm.com Chris Sparshott
  • 96. Flickr and Links • http://www.flickr.com/photos/tessawatson/308774675/ • http://www.flickr.com/photos/erica_marshall/2885783824/ • http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png • http://www.flickr.com/photos/whatknot/714338893/ • http://www.flickr.com/photos/indigente/798304/ • http://net.lib.byu.edu/estu/wwi/bio/f/franzfrd.html • http://en.wikipedia.org/wiki/Archduke_Franz_Ferdinand_of_Austria • http://www.flickr.com/photos/22746515@N02/324050779 • http://www.flickr.com/photos/traftery/3235920577/ • http://www.flickr.com/photos/12392252@N03/2445045132/ • http://www.latimes.com/news/nationworld/world/la-fgw-twitter18-2009jun18,0,5845567.story • http://www.thestranger.com/seattle/paul-constant-reviews-twitter/Content?oid=1774875 • http://www.flickr.com/photos/romanlily/3130507637/ • http://www.flickr.com/photos/leecullivan/141114012/ • http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/ • http://www.flickr.com/photos/lwr/101286819/in/set-72057594065740447/ • http://www.flickr.com/photos/thecampbells/3005650135/ • http://www.flickr.com/photos/codepo8/2122763472/ • http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/ • http://www.flickr.com/photos/leecullivan/252515890/ • http://www.slideshare.net/debs/f-o-w-a-marketing-workshop-2007b • http://www.flickr.com/photos/amagill/180202581/ • http://www.flickr.com/photos/davesandford/3184810369/ • http://www.flickr.com/photos/clappstar/178050837/ • http://www.flickr.com/photos/sharynmorrow/1923985105/ • http://www.flickr.com/photos/kalieye/3265551769/ • http://www.flickr.com/photos/gabenl/2617316249/ • http://www.flickr.com/photos/nathanwells/1199095941/ • http://www.flickr.com/photos/minifig/95040634/ • http://www.flickr.com/photos/blah_oh_well/302469907/ Chris Sparshott