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To be social or not to be?

Is there a future for e-mail? Université Paris Dauphine, MIB8

Josselin Alario

on 24 June 2013

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Transcript of To be social or not to be?

Build a social working company !
Define Boundaries
Change management
Build a social tool
Find board sponsors
Involve managers
Motivate employees
Find Key Users
Separation between private & public life,
Establish rules (privacy and secret information policies),
Moderate posts if necessary,
Use it in a professional way.
Choose an enterprise social networks company,
Do a Proof of Concept with key users,
Develop and design the interface,
Recolt feedbacks and deploy the tool in the company.
Train users
Communicate a lot
Listen to feedbacks

Gartner Predicts That Refusing to Communicate by Social Media Will Be as Harmful to Companies as Ignoring Phone Calls or Emails Is Today
The 2.0 internal communication
I Social medias: 10 years of evolution
III The 2.0 internal communication
II THE new external communication channel
Like the social networks, the enterprise version of this tool relies on communities of employees in order to increase the communication and collaboration between departments

In France 80% of the CAC40 companies have an enterprise social network, 30% of the French companies have one
This market of enterprise social networks will represent
in France 21 millions € in 2013 (9M€ in 2011)

This number worldwide
will be 6,4 billion $ in 2016 !
IV How to shape our future communication?
Some big actors are present in this market
What is a Social media?
Better communication between departments (avoid silos),
Real Time and instant answers/feedbacks,
Transmit good practices between employees,
Creation of group by interest = motivate employees to work together,
Collaborative knowledge management = build information together,
Share news (ex: project launch),

- YouTube : 1 billion monthly users
- Facebook user total : 1.11 billion.
- Twitter had 500 million registered users
- Tumblr : 170 million users / 100 million blogs
- LinkedIn had 225 million users, while MySpace had 25 million users.
- Dropbox had more than 100 million users with 1 billion files uploaded daily.

There were 156 million blogs...

Direct messages (like email/chat),
Key Features
Creation of groups,
Share documents / pictures / videos…,
Write public posts,
Do a survey,
Share ideas
Impact on Management
Be reactive and listen to the feedbacks of the employees,
Motivate employees with public congratulations
Flattened hierarchy ( the gap between employees and manager decreases),
Less e-mails because employees use the social threads (70-80% of the manager emails are "CC emails"), Gatner says that in 2014, 20% of the communication will be through enterprise social networks,
Employees are more autonomous and works in groups in a transversal way,
Enterprise social networks
Microsoft bought Yammer for $1,2 billion in 2012 and integrate it in Sharepoint and Office 365.
Lotus social tool generates $100 million of turnover last year.
Jive had a market value of $1 billion in 2011.
Chatter has 190 000 active enterprises networks
Bluekiwi is a French company who has prestigious customers such as Louis Vuitton, Total, Orange, SFR...
They had a €5 million turnover in 2011
Cisco launched in 2012 his new social software with all the Cisco communication technologies inside, which are well known from companies
Enterprise social networks
Enterprise social networks

THE new external communication channel
A social networking website, opened to the public in the U.S. and grew to 3 million users in three months.

Facebook was originally designed to be a social network between students of US universities but Facebook grew and expanded very quickly in all the world's universities and then it opened for all the public in the world !
Myspace & Linkedin
Myspace is a music blog organised in a social way
LinkedIn is a business-oriented social networking site for professionals
Bebo & Youtube
Bebo is a social network where you can post pictures like a small blog

Youtube is a streaming video platform where you can publish your video on the web

Twitter is a micro-blogging platform where you can send short messages (140 characters)
It is use now as a real time information media
Social medias: 10 years of evolution
How to shape our future communication?
It is a website where people can interact freely, share and discuss information about each other and their lives, using a multimedia mix of personal words, pictures, videos and audio.

They appear in many forms including blogs and microblogs, forums and message boards, social networks, wikis, virtual worlds, social bookmarking, tagging and news, writing communities, digital storytelling and scrapbooking, and data, content, image and video sharing, podcast portals, and collective intelligence.

Social medias
Official Corporate announces
Exclusive offers through this channel
React quickly to crisis situations
Customer's intimacy
Reduce communication cost
Gather their requirements
Test new ideas
(products, advertising)
Target them better
Use the social medias as the base of our external communication

Mouth of word
Larger audience than any other media
From producer to consumer, no intermediate: speak directly to your customers
More speed: react quickly to news, rumors...
A few examples...
In september 2012 the RATP created twitter accounts for each of their metro lines in order to let their users informed of the traffic in real time.
Social medias: a powerful communication tool
With Twitter, RATP's customers can access traffic information in real time ATAWAD*
*ATAWAD: AnyTime, AnyWhere, Any Device
Why creating a complicated, time consuming, expensive and not proved solution...
... when you can use a cheap, powerful and simple tool that you are sure 80% of your customers are already using?
For Christmas 2012, the BHV created a pop-up bar on its roof
The only way to get access to this bar?
Make a reservation on the facebook page of the BHV
The mall earned thousands of fans on its facebook page, who are now regularly informed of sales, special events...
Josselin ALARIO - Caroline BAULAIN - Adrien DELAHAIS
"But why all these changes? Wasn't it easier before?"
Is it really complicated? Instead of asking traditional medias to relay your information, you directly manage it
Today if you're not social, you do not exist anymore
If you do not communicate through social medias, other people will do it for you. And not always in a good way....
Full transcript