Deck used in the opening keynote presentation I gave to the "Global Social Media Summit: The Authentic Social Enterprise" of the Arthur W. Page Society in London on October 3, 2012.
Event info: http://www.awpagesociety.com/events/globalsmsummit2012/
Discussion: #PageGlobal2012
3. Agenda
1. Expectations and Realities
2. Trends in the UK
- In Society
- In Business
3. The State of Social Business in the UK
4. How Can You Become „Ready‟?
5. Meaning
http://www.socialbusinessforum.co
m/what-is-social-business/
http://www.dachisgroup.com/2012/06/the-definition-of-social-business/
6. 2012 Hype Cycle for Emerging Technologies
http://www.gartner.com/it/page.jsp?id=2124315
7. It‟s now possible to look at a smartphone and unlock it via facial
recognition, and then talk to it to ask it to find the nearest bank ATM.
However, at the same time, we see that the technology is not quite there
yet. We might have to remove our glasses for the facial recognition to
work, our smartphones don‟t always understand us when we speak, and
the location-sensing technology sometimes has trouble finding us.
- Gartner Hype Cyclee on Emerging Technologies, July 2012
http://www.gartner.com/it/page.jsp?id=2124315
10. ...the Arthur W. Page
Society proposes a
point of view on the
future of enterprise
communications. We
offer it not as a finished
construct, but a
hypothesis – intended
to spark further
research, exploration
and refinement.
http://www.awpagesociety.com/insights/building-belief/
11. 2. TRENDS IN THE UK
(and in many other countries)
12. More Web Less Talk
http://gigaom.com/mobile/as-mobile-data-zooms-voice-sms-revenues-slow/
13. More Out Less In
Demographics & User Behaviour Statistics Compendium UK, September 2012
http://econsultancy.com/uk/reports/uk-internet-statistics-compendium
14. Mobile Social
Social Media Statistics Compendium UK, September 2012
http://econsultancy.com/uk/reports/uk-social-media-statistics
16. Demographics & User Behaviour Statistics Compendium UK, September 2012
http://econsultancy.com/uk/reports/uk-internet-statistics-compendium
17. Gone in 5 Years
Top 5 responses to LinkedIn global survey
say:
1. Tape recorders 79%
2. Fax machines 71%
3. The Rolodex 58%
4. Standard working hours 57%
5. Desk phones 35%
http://press.linkedin.com/node/1229
18. The FT‟s results for
the first half of 2012
show that more
people than ever are
paying for FT
content, with digital
subscriptions
exceeding daily print
circulation for the first
time.
http://aboutus.ft.com/2012/07/27/ft-digital-subscriptions-surpass-print-circulation-globally
19. As we build Quartz, we are
focused on the touchscreen
and mobile devices that
increasingly dominate our
lives. Our design began with
the iPad foremost in mind, and
we modified it from there to
suit smartphones and, finally,
personal computers. Your
experience with Quartz should
befit the hardware you visit us
with and shift as seamlessly as
you do from phone to tablet to
laptop and back again. Call us
a website or, if you like, a web
app: Quartz combines the
benefits of the free and open
Web with the elegance of an
application.
http://qz.com/
22. Meet the Smart Connected Consumer
She doesn‟t trust “corporate-
speak” or “marketing-speak”
She fast-forwards her DVR
through the interruptions (aka ads)
He pulls content that interests
him, when he wants it
He creates and shares his own
content, original and mashups
She embraces word of mouth via
social networks
She is connected wherever and
whenever she wishes
He brings his behaviours - and
expectations - to the workplace
Picture: http://www.heartcorewomen.com/women-social-media/
23. Meet the Smart Connected Consumer
She doesn‟t trust “corporate- Employee
speak” or “marketing-speak”
She fast-forwards her DVR Customer
through the interruptions (aka ads)
He pulls content that interests Shareholder
him, when he wants it
He creates and shares his own Investor
content, original and mashups
She embraces word of mouth via Partner
social networks
She is connected wherever and Supplier
whenever she wishes
He brings his behaviours - and
expectations - to the workplace
25. Today, 78% of the FTSE
100 are actively engaged on
the social web.
The Communicator's Guide To FTSE 100 Social Media Use 2012
http://threepipe.co.uk/
http://en.wikipedia.org/wiki/FTSE_100_Index
26. FTSE 100 Snapshot
• Twitter: 69%
• YouTube: 63%
• Facebook: 47%
• Google+: 39%
The Communicator's Guide To FTSE 100 Social Media Use 2012
http://threepipe.co.uk/
27. FTSE 100 Snapshot
Twitter top uses:
1. Financial news
2. Industry news
Facebook top uses:
1. Consumer info
2. Company news
The Communicator's Guide To FTSE 100 Social Media Use 2012
http://threepipe.co.uk/
33. Hurdles and Barriers
“There's a long list of data related activities and social is just
one of them... I guess we are yet to believe there is a strong
ROI behind social media integration which is keeping this low
down the priority list.”
“Too much data is causing problems, and the inability to link
that data to other sources (specifically revenue figures and
brand tracking).”
“Perceived scope and scale of change needed, lack of
willingness to do it, lack of champion support within the
organisation.”
“Lack of expertise and understanding of systems, differences in
opinion and lack of clarity of overarching objectives within
international businesses.”
eConsultancy/Adobe Quarterly Digital Intelligence Briefing: Managing and Measuring Social, September 2012
http://econsultancy.com/uk/reports/quarterly-digital-intelligence-briefing
37. Profound changes are
underway.
Skeptics will finish last.
Focusing on adoption is a
dead-end strategy.
Companies must be strategic.
Companies must be decisive.
Companies must act now.
Social software tools include wikis, blogs, microblogs, discussion
forums, social networks, social
bookmarks, tagging, crowdsourcing, and prediction markets.
http://www.deloitte.com/view/en_US/us/Industries/technology/e9c1b39fb701e210VgnVCM3000001c56f00aRCRD.htm
38. #SocialEra ?
Companies cannot survive (let alone
prosper) without recognizing that Social
as a phenomenon can allow us to
redefine our organisations to be
inherently more fast fluid and flexible by
its very design. Not by doing a little bit
more, or slimming down a bit here or
there, or by doing a few things a little bit
faster. No. We will not tweak our way into
the future.
Nilofer Merchant, author, “11 Rules for
Creating Value in the Social Era”
http://blogs.hbr.org/cs/2012/09/traditional_strategy_is_dead_w.html
40. • #Social Enterprise
• #Social Business
DNA image: http://www.dnamnd.med.usyd.edu.au/
• #Social Media
41. • #SocialEnterprise
Authentic Enterprise
• #Social Business
DNA image: http://www.dnamnd.med.usyd.edu.au/
• #Social Media
42. Ceding Control
“It‟s a dilemma for some organisations. Where everything is so informal
and instant, what do you do about processes where you must keep
records for compliance or regulatory reasons? We are going to have to
figure out a newer way of doing things that enables us to match the
expectations of everyone, young and old, a way that is not painful.”
“The ability for citizens to be able to connect with each other and with
governments through online connectivity is a positive force in a
democracy. The new ways provide significant benefits for governments, if
they accept the fact that empowered, more informed people make a far
better part of the process through which information is shared, and
knowledge increased.”
http://www.siliconrepublic.com/digital-21/item/28627-ceding-control-in-the-age/
43. Calculate Risk
• Listen
• Recognize and understand change
- Society
- Behaviours
- Trends
- Your landscape
• Make a deal with your colleagues to eliminate
FUD
• Be where your stakeholders are – on their terms
• Know who your advocates and detractors are
• Listen
http://www.nevillehobson.com/portfolio/calculating-your-risks/
44. Always
Make
Esther Dyson
Catalyst
of Start-ups New
Mistakes
45. How Ready Are You
For Social Business?
Neville Hobson, ABC
@jangles
October 3, 2012
How would *you* define ‘social business’? What about ‘a social business’? And how about ‘social enterprise’? More on that one later.
[graphic] Gartner’s 2012 Emerging Technologies Hype Cycle. This is part of the tech landscape communicators absolutely must understand.
Technologies often need to work together for a tipping point to occur that enables those technologies, and the tools that take advantage of them, to be seen as valuable by consumers.
4G! Talk about hype!
[graphic] Altimeter’s Social Business Hierarchy of Needs: 1) Foundation: First, develop a business plan and put governance in place.2) Safety: Then, get organized by anointing a team and process to deal with crisis.3) Formation: Next, connect business units to increase coordination and reduce duplication.4) Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals5) Enlightenment: Finally, weave real-time market response into business processes and planning.
This presentation is of this model, too – not as a finished set of ”this is how it is” statements and examples, more of an “unfinished construct” suggesting change that you need to effect in your organization.You can download the Page white paper here: http://www.awpagesociety.com/insights/building-belief/
On mobile, data use waxes as voice use wanes.
Share of connected device traffic in the UK.Proportion of unique website visitors by device.
Top 5 social networking sites by engagement on mobile vs classic web. From comScore via eConsultancy, Sept 2012.
[graphic] The new multi-screen world and understanding cross-platform consumer behaviour. The infographic summary from a depth report and analysis by Google.
eConsultancy: By 2016, 12.4% of the UK’s GDP will come from the internet. [Source: Boston Consulting Group.]
Financial Times.
Quartz.
A job ad for Salesforce.com in the US says that a desired attribute in candidates is a Klout score of at least 35. Whatever we may think of the notion of such ranking or scoring systems, this will become more common in recruitment – and elsewhere.
Social is the new DNA, says Movenbank.
FTSE 100 use of social media.
Topics covered by Facebook and Twitter.
FTSE Facts: mentioning HP Billiton Watch, BG Group, British American Tobacco, Imperial Tobacco, Bunzl, Meggitt, ICAP Energy, National Grid, Morrisons, Prudential, RSA.
Examples on Twitter: Burberry, Marks & Spencer.
Examples on Twitter: Shell, Sainsbury’s.
Example on Facebook: BP America.
Digital Communication Awards 2012 – listof winners.http://www.digital-awards.eu/
You cannot simply “layer” social into the enterprise – you must start from a solid foundation.
[graphic] Social technologies today and their untapped potential: McKinsey.http://www.mckinsey.com/insights/mgi/research/technology_and_innovation/the_social_economy
Social software for business performance report: Deloitte.http://www.deloitte.com/view/en_US/us/Industries/technology/e9c1b39fb701e210VgnVCM3000001c56f00aRCRD.htm
[graphic] Altimeter’s Social Business Hierarchy of Needs: 1) Foundation: First, develop a business plan and put governance in place.2) Safety: Then, get organized by anointing a team and process to deal with crisis.3) Formation: Next, connect business units to increase coordination and reduce duplication.4) Enablement: Grow by letting them prosper – give business units the support and flexibility to reach goals5) Enlightenment: Finally, weave real-time market response into business processes and planning.
The natural progression:1:Social Media -> 2: Social Business -> 3: Social Enterprise1=1=Social software: the tools2=Integrating social tools with traditionalcomms and marketing3=A state of mind, an ability to make everything *social* that you do that engages with people – inside and outside – a seamless action across the business, from employees who tweet to those who work in the customer service call centre, to the C-suite to the sales teams = a common and consistent set of behaviours and standards.
But should the natural progression actually be:1:Social Media -> 2: Social Business -> 3: Authentic Enterprise1=Social software: the tools2=Integrating social tools with traditionalcomms and marketingThen making it simpler and more credible to explain 3…3=A state of mind, an ability to make everything *social* that you do that engages with people – inside and outside – a seamless action across the business, from employees who tweet to those who work in the customer service call centre, to the C-suite to the sales teams = a common and consistent set of behaviours and standards, led from the top, that is the start of a solid foundation upon which to build.You cannot just layer it on. It is a state of mind, integral to the heart and soul of your organization.