Presentation for managers and thought leaders in public services about the growth from social media as a communication channel towards the social enterprise

1. Social Media
Dr René M. Jansen
A communication channel?
A revolution? rene@winkwaves.com
Redefinging “social”? @wijvanwinkwaves

2. homo loquendus...
ciety?
What does this mean for organisations and so
2

3. Meaning of social media?
Just another channel, right?
A revolution, changing our world!
We simply don’t understand yet what social
media actually does to us and society
3

4. Role of ICT for organising and society?
’90 ’00 ’10 ’20
Information Webbification Social Mediafication Organ-isation?
Management
Streamlining Ultimate transparancy Ultimate connectedness Ultimate dependcy
- Bookkeeping - Self-service - The new broadcasting
- Processes en logistics - Dis/re-intermediation - Demand-side Economies
- Supply-side Economies - Globalisation of Scale
of Scale - Life Hacking
actio n”?
What do we mean with “social mediafic
Illustrations: Dachisgroup “the connected company” 4

5. The social media landscape
Strength: Mass and Diversity
External
Sites (& Apps) Social Networking Communities
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Sites (& Apps) Sociale Networking Communities
Internal
Strenght: Own-ness and Communality
5

6. Examples around the social media landscape
6

7. Connect to appropriate role context
Our research for “Doenersnet” Oxfam Novib:
Online there’s no clear “we” and “social group norm”
People feel less self censure based on “what might other people think”
7

8. 8

9. What role do you take?
Activity and commitment community
low - high
Activity and commitment community manager
Travel guide Hostess
low - high
Editor Moderator
9

10. Meaning of social media?
Just another channel, right?
A revolution, changing our world!
We simply don’t understand yet what social
media actually does to us and society
10

11. Online offers (1) ultimate connections and (2) “nutzungsoffenheit”
Always someone there for you (willing and/or able to help)
ULtimate mouth-mouth (intended ánd un-intended)
Self-organisation without traditional base of power
Connectedness and attention

12. Online enables opportunity for you to be “awesome”
Social media creates a stage and unlimited posibilllities
use at your own will
“I do participate if you make me awesome”
12

13. What happens if you just offer “openness”
Messing Around
Nutzungsoffenheit
Democratising
impact
Ik geloof er heel erg in dat een middel zichzelf invult, Zet een middel neer en
kijk wat mensen er mee gaan doen; Hier heb je een sociaal intranet en je
moet je werk gaan doen, Kijk maar wat je ermee gaat doen.
Het kan zijn dat mensen het anders gaan gebruiken dan het is.
13

14. How to design for Nutzungsoffenheit en Messing Around
Social Media zijn “unfolding objects”
Participatie wordt gedreven door “wat mist,
wat er (nog) niet is, zelf kunnen aanvullen”
“You don’t have the right to be wrong...”
14

15. Directing while offering space...
Learn from volunteering
Dream inside, dream outside?
VG INTERACTIVE your daily source of inspiration
VLISCO GROUP
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15

16. Winkwaves Law of participation: retention of energy
It is important to receive feedback. It is nice to receive
a comment, it is nice to know people are reading
what has been posted, by me or by other people.
Als je dan gaat zitten om een stuk tekst te schrijven, dan wil je
er natuurlijk ook wel zeker van zijn dat daar wat mee gedaan
wordt, of in ieder geval dat mensen het lezen en anders dan is
het een beetje verspilde moeite, voor mijn gevoel.
Het heeft te maken met zichtbaarheid en dat is in een bedrijf
als dit wel heel erg belangrijk. Ja je wilt toch misschien laten
weten aan andere mensen dat je iets weet ofzo
Incentive for online participation
is receiving confirmation
that your contributions matter
16

17. Second law: need to feel part of the bigger whole
Het geeft wat meer verbondenheid ofzo met de hele organisatie, omdat je nu
dus ook gemakkelijk kan kijken “hey wie vindt dat interessant” en “wat doet
die” en nou ja dan heb je een gezicht dus bij een naam…
I really want to say something and to encourage the person who post it, or I also
want to get to support them with that; well your posting is meaningful, and then
to somebody at a corner of the world. And then off course, it is an
encouragement to the one who post the information on the platform.
Mutual signs of
live and respect...
Being conscious about each other
and understanding what makes each other tick
17

18. Meaning of social media?
Just another channel, right?
A revolution, changing our world!
We simply don’t understand yet what social
media actually does to us and society
18

19. Assume an experiment
Can you pass on this note?
Can you whisper this message through?
Here’s a start note, feel free to
add, and pass it on...
Sociomateriality: about the role objects play in our social life: As a piece of
decor - as influencer - as participant
“from channel to intermediair: input doesn’t determine output”
19

20. Is google “helping” or a social actor?
Does
Ingelogd als Rene Anoniem (?!)
20

21. What if technology advices about your social relationships?
21

22. It is not the strongest of the species that survives,
nor the most intelligent that survives.
It is the one that is most adaptable to change.
Charles Darwin
3 strategic chances for
Enterprise Social Software:
1. Organise for “agility”
(to survive...)
2. Organise for power of ownness and identity
(avoid that the elastic doesn’t break...)
3. Organise for “engaged employees”
(if people are your biggest assets...)
22

23. In 2006 we started Winkwaves.
Because we believed we can make the world a better
place. Because we wanted to improve the work
environment.
Winkwaves is supplier of “Winkwaves Kenniscafe”,
Enterprise social software for intranets and (B2B) Communities
(see http://kenniscafe.com)
Winkwaves advices (on C level) about the social enterprise
@wijvanwinkwaves
Enjoy the thought that things can change... 23

24. Enjoy the
thought that things
can be different...
Thanks! Stay in touch @wijvanwinkwaves