organisational change through social media

collaboration :: cooperation :: coordination

Panel: Organisational Change Through Social Media

Darren Sharp, Senior ConsultantTwitter: @dasharp

28 August 2009 :: ACPET National Conference :: Canberra

3 June 2009 :: MDBA :: Canberra

Company Profile

• Collabforge was formed in 2007

• Web strategy and IT development for collaborative engagement

• Experience in delivering mission critical, high-profile Web 2.0 initiatives

• Collaboration process improvement: analysis and integration of best practice tools and process

Something big is happening...

the read/write webweb 2.0

social media

self-organisation

collective intelligence

an architecture for participation

user-led innovation

social networking

Social Media: Australian snapshot

Australians are early adopters of Social Media

Three-quarters of Australian online adults now use social media, and one-quarter create their own content (Forrester Research)

Source: Noble, Steven (2008). 'Australian Adult Social Technographics Revealed'. Forrester Research. http://www.forrester.com/Research/Document/Excerpt/0,7211,46786,00.html

Internet Use: Australian snapshot

Source: Matthew Hodgsonhttp://magia3e.wordpress.com/2009/07/15/social-media-not-just-for-the-young/

35-44 year olds represent the largest demographic online at 2.3 millionEven the 45-55 age group outnumber the 18-24 age group

The Social Media Opportunity

Connectionpeople, data, events and issues

The Social Media Opportunity

Communitythe power of group-forming networks

The Social Media Opportunity

Contextinterpret, find, personalise and complement

The Social Media Opportunity

Co-creationamplify the distributed production of resources

Coordinating new forms of value

In our media 2.0, web 2.0, post-media, post-scarcity, small-is-the-new-big, open-source, gift-economy world of the

empowered and connected individual, the value is no longer in maintaining an exclusive hold on things. The value is no

longer in owning content or distribution.

The value is in relationships. The value is in trust.

Jeff Jarvis (2005) ‘Who wants to own content?’

What are these new (and not so new) forms of value?

sharing

authenticity

reputation

trust

openness

transparencyattentioncollaboration

Social Media: transparency & reputation

Social Media: collaboration

Social Media: sharing

Social Media: openness

Organisational Change

• Social media provides access to new tools that leverage collaboration, cooperation & coordination

• Assumption that “if you build it, they will come” is a surefire recipe for failure

• An effective engagement & change management strategy is imperative for success

Strategic Engagement & Change Management

1. Identify your organisations different user groups

2. Identify appropriate modes & tools for engagement

3. Conduct extensive risk analysis

4. Formulate a strategic engagement & change management plan

Collabforge provide strategies that guide the establishment, growth & maintenance of social media communities by helping to:

Some winning tips...

Participate in social media - it’s here to stay!

Lead the conversation and enhance your reputation

Collaborate with your staff, stakeholders, students and the wider public using wiki-based tools

Create your own ‘Community of Practice’ to share knowledge, skills, experience & resources

Thank you!

Darren Sharp, Senior ConsultantCollabforge+61 (0)419 314 655Darren.Sharp@Collabforge.comTwitter: @dasharp