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Social Media, Work, and the Recovery


Richard Jordan

on 25 July 2013

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Transcript of Social Media, Work, and the Recovery

Me with my resources around me
Devices will all talk to each other seamlessly.....
Often about you, behind your back...
Compelling phyisical experiences that cannot be digitaly relayed to you may be the only thing that gets you out of the house
Mobile Internet Devices
It's about the interface!
The office has traditionally been the interface for work:
My tools
My manuals/books
Access to my work product
Access to my co-workers
but the interface is changing!
Now the access point is anywhere you are;
If we provide workspaces, we need to pay attention to Social Media

We’re solving the same problems we’ve always solved – just with a different set of tools
Mobile Workforces!
New ownership model is "Non-ownership"
about access to resources, tools,
information, and people.
Our team's resources
Any company resources
Any resources, anywhere
Social Media & Social Networks
“Participatory online media where news, photos, videos, and podcasts are made public via social media websites through submission. Normally accompanied with a voting process to make media items become popular” Wikipedia
The numbers....
Facebook; 600 million active users;
8 billion minutes/day;
40 million status updates/day

Twitter; 18 million users by end of 2009

YouTube 1 billion views/day

LinkedIn 10 million users
Scale and Speed
Years to reach a market audience of 50 million people:
Radio ~ 38 years
TV ~ 13 years
Internet ~ 4 years
iPod ~ 3 years
FaceBook ~ 2 years
Seeing a trend here?
Perhaps some acceleration?
The Big Conversation...
People want to know what others are doing, thinking deciding. Your brain works differently.

Its also about the accumulation of all those decisions to find knowledge and results of those searches.

Wisdom of crowds:
Google predicted the flu outbreak
MIT students finding balloons
Predict the next President
Document Management
Photo/Video Sharing
Social Platforms
Next Generation
White label Social Business Platforms
Collaboration Spaces
Virtual On-line Communities

Augmented Reality
Layar v3.0 enables personalization of AR
only visible to employees.

Show only the twitterers you follow; tweet from within the layer.
Choosing the Right Tool for the Job
Security levels are different for each tool, and they change often (Facebook). Business activities DEMAND a secure environment. Using unsecure tools can lead to disaster!
Work and Life are intertwined, and things are only going to get more complicated!
is the view of a real-world environment, harmoniously supplemented in real-time with computer-generated imagery.
Augmented Reality for Business
So what does this all mean for business?
Proscribed --------------------Choices
Me, with my resources NEXT to me
Elements of Social Media
3 Cs of Business
True Business Value
Change management.
Keeping teams connected to do work and stay cohesive.
Information distribution.
Connecting that which was never connected before.
Layered, fully dimensioned communication and connection.
Messaging available however people receive messages.
In a distributed workforce people must remain connected and communicative. Social media enables this for:
Project status and communication.
Cohesion across distances.
Team building and maintenance.
Layered connections that are more dimensioned than traditional business.
Fast distribution of breaking news.
Two way feedback.
Internal pulse keeping.
- Irving Wladawsky-Berger, IBM's vice president of technical strategy and innovation
IBM uses Second Life to brainstorm primary research and keep teams cohesive
Cisco conducts interviews and runs teams virtually through a set of tools that includes Telepresence saving $250 mil in travel costs
Case Studies
"Once more we have the very strong feeling that this will have a huge impact on business, society and our personal lives, although none of us can quite predict what that impact will be."
1. Humans need to stay connected in order to work. SM tools are the way digital connections and collaboration will happen.

2. The current and next generation of workers entering the workforce use SM as part of their DNA. Their brains are wired differently. They are technically comfortable with these tools and will not work without them.

3. Mobility programs save money. They separate workers physically. SM tools keep them connected and in community so work can be completed. To save money through Mobility, must have SM tools.
Social Media
Economic Recovery!
Social Media:
• Uses communication vehicles that have proven their worth in the social world
• More people are becoming comfortable with them
• More dimensioned, richer relationships - Helps people get to know each other
• Real time
• Helps expand networks- personal and business
• Adoption is key – that’s why you start with something that people already use and like
• Automatic updates
• User controlled – they subscribe to alerts, They follow, they set up profiles, they set up new blogs/workspaces/sites without IT help or approval,
• Strong social incentive to use them – when your boss, other influential people do – you want to
• Integrates with existing tools – email, websites, blogs, etc…
• Broadcasts onto mobile devices (the emerging net access device)
• Aggregates info from many sources
• Drives group productivity vs. personally productivity
Build brand to customers
Maintain relationships with partners
Establish position
Build rapport and understanding with employees
Drive participation and engagement
With those expected to participate but are remote
With those impacted or with stakeholders
With selected partners on selected engagements
Provide information and updates to the right people at the right time
Gather input and options quickly

Information and source data instantly available through the cloud
Push and pull based on situation, with the ability to both simultaneously

Get the right people and stakeholders enough information to act
Social Capital-
"community as a whole benefits from the
co-operation of all it's parts"
a discussion forum for wiki-working.
the extension of an experiment in interactive research started by
QuantumLeap4Work- how did we get There?
"the coming of age of an idea...."
Research within Research
within & between social networks...
Experiment on the optimal
size of a network
Interaction between searching
and social networking
Fit for purpose>

Affiliation networks>

A "knowledge center"?
What were we trying to achieve?
Human Behavior
User Experience + Analysis=
Interactive Design
Unified Communication Strategy
Provides a structured, layered, rich set of communications options to fit needs and meet knowledge management goals.

Always on, on demand access to individuals, organizations, information and decision making process.
Safe, secure, available.
Physical Presence
Virtual Presence
One worker, one desk
...ummmm, where is everyone?
Holding an all hands meeting when not everyone is
present can be a challenge to the communicator.

And the communicateee......
Second Life Conference Center
But not everyone will be "present" here either.....
You have to cover the middle ground....
People will gravitate to the place where they are most efficient & productive......
Opportunities disgused as Challenges
HC reduced unevenly across portfolios = Portfolio "less than optimized"

Work expands but hiring lags = more demands on workforce

Growth returns to markets unevenly/not at all/in new markets
is key
Fire these!
Hire these!
Every vacant seat costs $8,500.00 per year
Critical to management remote workers:
1.Ability to create connection quickly
2.Have the right tools and know how to use them and when
3.Drive loyalty
……….SM helps all of these
Myths and realities (some examples):
Myth – SM is doc mgmt and collaboration
Myth – It’s not secure
Myth – I have to learn a bunch of new things
Myth – It requires a whole lot more IT help/support/expense
No Local data
No keyboards or on desk displays
Pad – indestructible, will be access device
Voice and touch interface
Everything will be an input device
Everything will talk to everything
Future state:
Nuts and bolts~ What do you need to have in place to execute?

Vision & Strategy
Integrated toolset
Policies & Procedures
Support for practice, technology, and connectivity.
Ask and answer key questions based on your culture, market, technology, and work practice:
What do you want to accomplish? How do you want to use this stuff? How will you measure?
How are you going to implement your vision:
Who owns Social Media? Who drives adoption and use? When?

“What’s in your toolbox?”
What is your UCS and what tools fit in where:
How advanced do you want to get- is twitter enough, or do you want the full virtual immersive world experience for your employees?
• Less to do with the technology required >more about content and
social psychology of your audience
• The technology “Comfort Zone” > not everyone starts from the same
• Even large networks are driven by a few “hubs” >
start small and let it grow
• Social Distance v Geography > there is more than one thing that
separates us
• The importance of self-motivation
• We are moving away from email
Lessons Learned:
….a discussion forum for wiki-working………
Interaction Design Key Issues
What are the Questions?
• How to get started
• How are others using it
• What works & what doesn’t >
‘Do’s & Don’ts’
• How to choose the appropriate
applications>blogs, wiki’s,
‘people finders’, internal twitter?
• How to convince the ‘sceptics’
• Who to include >
the value of a pilot scheme
• How to include >
beginners to advanced users
• How to measure results
...What is interaction design?………
The Process – Getting Started
• Assess your current situation
• Find groups already using collaboration tools
and talk to them
• Set objectives
• Ensure alignment with existing
communication strategies
• Assess the technology available
• Develop the business case
• Develop the implementation plan
• Re-evaluate Success Criteria
• Forward plan
"Decide your purpose for using social media," says Parry. "Think about the culture, demographics, structure and communication preferences of your workforce; different styles of organizations are more suited to using different social media."
...The value of a pilot scheme………
Why Social Media as a Business Tool?
Internal Networks > a Mechanism for Communication

• Technology – integration with the existing IT structure>
security & privacy>how to use (and control usage) within the Cloud
• Scenario development - establishing trends>understanding
the organization>profiling demographics>creating a culture map
• Situational analysis – identifying users>combating fear of
the unknown>establishing the ground rules>engagement of
your audience
• Value creation – creating collaboration> releasing creativity>
overcoming distance, time and place>Learning
• Feedback Loop – breaking down silos>participatory
management styles>enabling flexible working>improving
....Interconnectivity through interaction..….
Case Study IBM
Augmented reality -
acting in a virtual environment
“At IBM he* (Ian) used Second Life – the virtual world where participants lead an alternative existence – to meet peers from Dell and Cisco for candid discussions that would not have happened in the real world.”

Quote: “Social Networking- a Business Opportunity”
Ian Campbell
*Ian Hughes, formerly IBM, Metaverse Evangelist………
Case Study BT Group
An award winning social learning solution using Microsoft Sharepoint
“Learning via social networks and other Web 2.0 tools is anything but formal. Yet, when it comes to measuring its value, a structured approach should still apply.”
Eric Davidove & Craig Mindrum
“Eric Davidove PhD, independent learning strategist & consultant introduced and co-led with Peter Butler head of BT Learning the network solution at BT whilst at Accenture.
…50 – 90% of learning is learned informally….
The Pilot……
Step 1 – Started with BT Head of Learning, Peter Butler getting 1st hand experience
Step 2 – Innovation Day>outside speakers to set the framework
Step 3 – Proof of Concept>two teams, consulting & technical
Step 4 - Pilot Project>started with 5000 staff & rose to 10,000
July 2009 Pilot Complete
Jeanne Meister, co-author of The 2020 Workplace, said: “ Our research found that networked pilots are more effective when focused on a group or community that has direct impact on important business results”
*…how to deal with the capability recession at lower cost….
2nd level outcomes –very good data – not just for costs
• Important for both customer
and employee retention,
reduced breaches of
regulation, constructive
performance reviews
• reduced costs for training,
coaching, and travel
• Improved customer service
Karie Willyerd Chief Learning Officer Sun Microsystems “..network learning…using existing social media doesn’t have that big expense upfront…..”
“to date BT is running 30% ahead of original business case estimate….”
Grateful Thanks to:

Paul Allsopp www.agile.org.uk

Ian Hughes www.feedingedge.co.uk

and Eric Davidove http://daretoshare.wordpress.com/
The Chef has a popular TWITTER feed that provides the menu for the day and highlights selections.

Run by CRE.

Lesson for CRE: Leverage SM to build relationships with customers wherever you can.
- Needed new channels to touch potential clients because they had saturated the old ones.
- They offer advice – They don’t say – “Come and let us do your taxes”.

Lessons for CRE – Don’t always solicit or have bad news - Offer gifts to create good will and surface problems before they occur
- Created a network of worker blogs
- Employees write about their experiences, what they’re working on, or any other topic of choice.
- By giving the industry experts they’ve hired a voice, IBM is able to highlight the people behind their products. Users get to see how IBM operates, and are given a direct connection with IBM employees.

Lesson for CRE - Increase the number of blogs and increase the number of connections.
- Monitor discontent.
- Complain about Comcast and you can bet you’ll hear from @comcastcares to see if they can help.

Lessons for CRE - Tracking your “Brand” on Twitter enables great customer service, and better brand loyalty.
Allow users to submit suggestions to be voted on by Starbucks consumers.

Most popular suggestions are highlighted and reviewed.

“Ideas in Action” blog that gives updates to users on the status of changes suggested.

Lesson for CRE: Creating windows to give your customers voice and see change happening increases understanding and buy in.
Why is this Important?
Vision & Strategy
Integrated tool set
Steven Marcussen, Executive Director, Cushman & Wakefield

Richard Jordan, Mobility Practice Leader, Group 5 Consulting
Keith Perske, Group 5 Consulting
Kimberlee Burt, Original Creative Co-op
2.3 millions user created ning networks
45 million users
worlds leading platform for interests and passions
5,000 created every day
1 million new users every day
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