harnessing social media - shared services & outsourcing network
DESCRIPTION
Presentation at the Shared Services & Outsourcing Network conference in Melbourne 21 May 2013. Welcome to the new “normal”? Rather than efficiency at scale… connectivity at scale. This presentation focuses on how to use social to outsource.TRANSCRIPT
Harnessing Social Media
May 2013
Steve Hallam, Partner Deloitte@sahallam
Contents Introduction
Social media is not an added feature
Our use of technology is fundamentally changing
Our relationships
The organisational context
A framework
Questions
Social media is not an added feature
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1. Static web 2. Social on the side 3. Micro-networks
The social web
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The digital economy changes how we live and work
Goglobe
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In-store Facebook Likes
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Gamification
Our use of technology is fundamentally changing
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Traditional User Digital Natives Generation Connected
Brian Solis
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A magazine is an iPad that doesn’t work
http://www.youtube.com/watch?v=aXV-yaFmQNk
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How do you like them Apples?
Mollie Sterling (2001)
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Our relationships
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• Paul Adam’s research indicates that people don’t have one group of friends
• Treating all of our relationships as one homogenous group is very limiting
Our relationships aren’t homogenous
• Our identity changes as we traverse our social groups
• The context to social interactions are vital
OfflineOnline
Paul Adams
Colleagues
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• Paul Adams built on Mark Granovetter’s earlier work on Weak Ties
• Social networks reduce the signalling costs involved in social cohesion
Who are your real friends?
• This allows people to maintain “weak” social connections that we would otherwise abandon
• Most people have about 5-10strong ties
Paul Adams
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Who do you trust…?
34%Regular Employee
43%Government official or regulator
43%A person like yourself
47%NGO representative
50%CEO
53%Financial or industry analyst
64%Technical expert in the company
70%Academic or expert
2011 2012
29%Government official or regulator
43%CEO
46%Financial or industry analyst
50%NGO representative
50%Regular employee
65%A person like yourself
66%Technical expert in the company
68%Academic or expert
Edelmen Trust Barometer 2012
The organisational context
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From ‘Industrial’ to ‘Digital’ to ‘Post digital’
Organization
Channel
Market approach
Customer type
Market condition
Industrial
• Specialization• Process-focused
• Single channel
• Plan basedreplenishment
• Un-informed• Homogenous
• Brand and supply driven
Digital
• Functional model• IT-focused
• Multi-channel
• Transaction based replenishment
• Informed• Segmented
• Brand and customer access driven
Post digital
• Interdisciplinary• Collaboration-focused
• Omni-channel
• Intention based replenishment
• Connected• Personalized
• Customer and social network driven
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Crowdsourcing is a essentially a form of outsourcing
Crowdsourcing
BUTCrowdsourcing is distributed to a group of people who are usually anonymous or public, whereas outsourcing is directly sourced to a specific company (or companies).
Crowdsourcing is now extending beyond pure labour arbitrage.
In my opinion, crowdsourcing has generally been used as labour arbitrage• extend a labour market• distribute micro-tasks to a long-tail of workers, and • relies on monetary rewards.
AND…
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Social sales
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Social support
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CrowdsourcedLipsticks
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Crowdsourced archives
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Social knowledge management
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Crowdsourced testing
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Social capital / influence
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Welcome to the new “normal”?
Rather than efficiency at scale …connectivity at scale
The key ingredient… unlocking passion
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Power of Pull by John Hagel, sketch by Jessica Esch
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• Unlock passion• Increase knowledge flow• Answer the unknown unknowns
Enterprise social platforms are the key to …
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What’s your Deloitte?
we used a simple principle: get your people inside your brand, and you’ll get your brand inside your people.
we used yammer to showcase 650 designs for t-shirts submitted by employees, and our people connected beyond anything we could have imagined.
we ended up with our 6,000 people getting 10,000 t-shirts for themselves and their loved ones.
David RedhillcmoDeloitte Australia
Brands are now co-created
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You’re the Creative Director
A Framework
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Policy Guidelines Steering Committee
Monitoring & Crisis Management
Training
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From 40 pages to 3 words
“We say to our people, ‘you’re professionals. Don’t embarrass us, and don’t embarrass
yourself. We empower you, and we trust you.” - Gerhard Vorster
Empower & Trust
The Deloitte Social Media Policy
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• Only those people who are authorised may speak on behalf of Deloitte
• When speaking on behalf of yourself be clear for whom you speak
• Be open and honest and respect your audience
• Search first, then create• Consider the future – how will your
content be used tomorrow
• Check your facts
• Quality matters• Assume any content you didn’t create
is protected by copyright laws
• The buck stops with you• If you create a Social Media space,
you’re responsible for its content
Social Guidelines
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Steering committee
“When I first heard about social media I thought it was a thing best avoided.
I’m really pleased that I’ve gotten to understand the power of this medium.
Although its complex, fast changing and full of risks, the rewards are unbelievable.
Without social media you’re just not going to communicate with your younger team members.
So my advice is you can’t ignore it. Join in.”
Giam SwiegersCEODeloitte Australia
• Senior ownership• Diverse & representative• Multi Disciplinary (Legal, LOBs,
HR, Marketing, etc)• Set strategy• Set guiding principles• Establish accountability, roles
and responsibility
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• Digital mentors• Reverse mentoring
Training
“Once we realised that social media couldn’t be controlled, we looked beyond our usual frameworks & standardsfor other support.
To our own surprise, our own people & community became our best control.”
Tommy Viljoen,Partner Risk Services
Summary
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Summary
1. Social isn’t an added feature
2. Our use of technology is fundamentally changing
3. Social media allows you to maintain relationships that would otherwise lapse
4. Welcome to the new “normal”
5. The key ingredient is to unlock passion
6. Be open, honest & respectful
7. Scale from the edges
General information only
This presentation contains general information only, and none of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collectively the “Deloitte Network”) is, by means of this presentation , rendering professional advice or services. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this presentation.
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