social technologies

Social Technologies by @sly

19/06/2012

Some definitions to start with��

A social network is a social structure made up of individuals (or organiza8ons) called "nodes", which are 8ed (connected) by one or more specific types of interdependency, such as friendship, kinship, common interest, financial exchange, or rela8onships of beliefs, knowledge or pres8ge.

The resul8ng graph-‐based structures are oDen very complex.

Social networks operate on many levels, from families up to the level of na8ons, and play a cri8cal role in determining the way problems are solved, organiza8ons are run, and the degree to which individuals succeed in achieving their goals. Social capital: the value that an individual or an organiza8on gets from the social network.

The term Social Media (or social soDware or social technologies) refers to the use of web-‐based and mobile technologies to turn communica8on into an interac8ve social dialogue. Social media are Internet-‐based applica8ons that build on the ideological and technological founda8ons of Web 2.0, and that allow the crea8on and exchange of user-‐generated content. Social media substan8ally change the way of communica8on between organiza8ons, communi8es, as well as individuals.

The term Web 2.0 is associated with web applica8ons that facilitate par8cipatory informa8on sharing, interoperability and collabora8on on the World Wide Web. Examples of Web 2.0 include •  blogs & wikis •  video & photo sharing sites •  mashups •  folksonomies (i.e. social bookmarking) •  social networking sites

“Social businesses implement social technologies, strategies and processes that span across their en6re enterprise, crea6ng and op6mizing collabora6ve ecosystems of employees, customers, partners, suppliers, communi6es and stakeholders in a safe and consistent way.” hNp://www.business2community.com/social-‐media/what-‐is-‐social-‐business-‐a-‐clear-‐defini8on-‐0157881

What is a Social Business?

Reconciling some of the most interes8ng business, organiza8onal and technological phenomena of the last five years, a Social Business is: “An organiza6on that has put in place the strategies, technologies and processes to systema6cally engage all the individuals of its ecosystem (employees, customers, partners, suppliers) to maximize the co-‐created value.” hNp://www.socialbusinessforum.com/what-‐is-‐social-‐business

Social business is defined as those ac6vi6es that use social media, social soEware, and social networks to enable more efficient, effec6ve, and mutually useful connec6ons among people, informa6on, and assets. Read more: hJp://www.marke6ngprofs.com/charts/2012/8199/execs-‐dish-‐on-‐the-‐growing-‐importance-‐of-‐social-‐business#ixzz1yDIodehU

What is Social Business?

Effects of social business��

The decision making and change management role inside companies is no longer restricted to managers (tradi8onal organiza8on) or to customers (as prescribed by Social CRM). Other than managers, organiza8onal change can be driven equally by customers, employees, partners and suppliers. All these categories are moving from suppor8ng actors to partners and protagonists It’s engagement not communica:on that makes the internal/external flow possible. GeZng individuals engaged means accep8ng a variety of needs and using those needs to inform the organiza8onal growth and evolu8on The ul:mate reason of existence for the corpora:on is no longer to generate value for its tradi:onal stakeholders but the maximize the exchanged value between the company and the en:re ecosystem. It’s a bit like the group of stakeholders had suddenly expanded including external actors. Even with this new twist, It should be noted how this exchange is intended to amplify, within a network perspec8ve and thanks to the ecosystem, also the value generated for the old stakeholders. The Social Business is thus an organiza8onal construct aimed to make the company more efficient under mutated market dynamics and consumer behaviors.

There is no social business if the organiza:on is not able to: •  Consider individuals (inside and outside it) at the same level as

tradi8onal stakeholders. The company is serving the individual.

•  Bring down the silos and boundaries to constantly intercept the signals coming from the people (inside and outside it). The company listens.

•  Engage all the cons8tuents to produce an effec8ve, reac8ve, coordinated, transparent, appropriate response to the s8muli received, regardless of the channel of origin. The company responds.

•  Extract meaning from the captured signals (coming both from inside and outside) in order to con8nuously improve the working mechanisms and thereby maximize the benefits for all par8es involved. The company learns and evolves.

•  All the processes are dynamically and organically op8mized based on collected feedbacks and in line with the experience of all the individuals in the ecosystem. The company becomes social

INSIDE YOUR ORGANIZATION: •  Improved business performance (profit, produc8vity, margins, etc)

•  Increased opera8onal efficiency

•  Stronger outcomes from knowledge intensive work

•  Capturing and retaining ins8tu8onal knowledge

•  BeNer awareness about business opportuni8es and colleagues needing help

•  Richer cross-‐department contamina8on and collabora8on

•  Reduced email traffic and informa8on overload

•  Cheaper and quicker mechanisms to connect colleagues, find and reuse

knowledge

INSIDE YOUR ORGANIZATION: •  Improved cross-‐departmental communica8on

•  Reduced travel expenses

•  Facilita8ng the emergence of collec8ve social capital and limi8ng duplica8on of

effort

•  Stronger employee engagement and mo8va8on

•  Increased sa8sfac8on of partners and suppliers

•  Reduced supply chain costs

•  Lower on-‐boarding, training and talent reten8on costs

•  New levels of business agility and reac8vity

•  Improved internal processes through customer insights

OUTSIDE YOUR ORGANIZATION: •  Reduced customer care costs

•  Improved client sa8sfac8on and loyalty

•  Increased number of leads generated and deal closed

•  Shorter sell cycles

•  Lower marke8ng costs

•  Amplify qualified brand reputa8on and visibility through advocates

•  Higher sales and conversion rates through ambassadors and online communi8es

•  Reduced customer churn and deflec8on

•  Increased customer life8me value

•  ANract beNer talents

•  Improved customer cross-‐channels

ACROSS THE ORGANIZATION: •  Improved product development processes and reduced 8me to market

•  Smaller product development costs

•  Access to an unlimited source of ideas and feedbacks for product

improvement

•  BeNer risk mi8ga8on and increased number of successful ideas when launching a new product

•  Easier development of new business models

The Elements in the Social SoRware Stack

hNp://www.personalinfocloud.com/2008/01/the-‐elements-‐in.html

Enterprise social technologies��

Gartner, Inc.'s 2011 Magic Quadrant for Social SoRware in the Workplace

Social CRM�

Social CRM is a philosophy and a business strategy, supported by a technology placorm, business rules, workflow, processes and social characteris8cs, designed to engage the customer in a collabora8ve conversa8on in order to provide mutually beneficial value in a trusted and transparent business environment.

It's the company's response to the customer's ownership of the conversation.�

Changing business models�

The ruling business model since the industrial revolu8on was based on exploi8ng well protected & non –communicated information & knowledge stacks as well as on ver8cal industry integra8on, in a command & control mindset.

The emerging new business model is based on information & knowledge flows, being part of many different open value networks, flaNening hierarchies, and unleashing & combining employees’, partners’ & customers’ collec8ve intelligence to co-‐create and co-‐share value in a collabora8ve mindset.

A socialCRM tool example��

www.nimble.com �

Dynamic web presence��

•  You can integrate a twiNer stream, facebook conversa8on, facebook followers, linkeding profile youtube videos, flickr photos and slidehare presenta8ons into your blog & website.

•  You can also cross-‐integrate the others on your Facebook page & Linkedin page

•  The objec8ve is to be present with all your content on every channel by cross-‐linking and cross-‐integra8ng it to maximize impact.

•  This also leads to Google search results pages where your company name fills the whole first page !

  Many different integrations with your personal network(s)�

and�

  Integrate your Facebook wall into your website and allow visitors to post comments from there�

Benefits of integrating Facebook & �Twitter streams & activity into your website� •  Increase the number of followers

•  Easily network with website followers, fans, prospects, or clients and

connect them amongst themselves

•  Communicate that you’re current & aNrac8ve for the digital na8ves

•  Increase your legi8macy

•  Increase your transparency

•  Maintain an ac8ve image

•  Draw more aNen8on to something important

•  In general, increase the viral effect & brand awareness

Gamification��

Gamification: Using game mechanics in social applications to increase engagement & loyalty�

What is gamifica8on ?   Gamifica8on is the process of incorpora8ng game play elements

into non-‐gaming applica8ons such as products, services & marke8ng

  Gamifica8on, just like social, will start to weave into everything:  Media   Health Care   Educa8on   Shopping   Crea8on   Collabora8on   etc

www.sylvaincoNong.com 99

Characteris8cs of gamifica8on   Points, virtual currency and rewards, compe88on, reputa8on,

feedback, leaderboards, challenge, relevance, clear targets & objec8ves (ie. Farmville, Foursqaure…)

  Focus on the social

  “Gamifying” real-‐life experiences

  Milestones & markers: show progression

  Using scarcity to force choices and create demand

  Visual Design: using game-‐like iconography in non-‐gaming products

  Merging of tradi8onal media with gaming elements


Objec8ves & effects of gamifica8on

  Mo8va8on & long term user engagement

  Making things more pleasurable in an interac8on, process & informa8on overloaded world (gain users aNen8on)

  Brand the interac8on with users/customers

  Can be used for customer (or user, pa8ent…etc) mo8va8on & engagement but also internally for employee mo8va8on & engagement (like controlling travel expenses for example)

  Builds systems for mo8va8on that meet people’s intrinsic desire but also make them feel that they are accomplishing something and make them move forward in their life


Objec8ves & effects of gamifica8on   Gamifica8on is a beNer way of looking at all kinds of systems design: we focus on the mo8va8ons

of our ac8ons: what drives our community to act or our users to act ? We learn from successful social games like Farmville

  Tapping into the millennium genera8on and people’s intrinsic desire for mo8va8on

  Empirical data shows that games are superior at mo8va8onal techniques (if game mechanics are used in a smart and effec8ve way).

  Companies that are experimental and smart use gamifica8on for posi8ve change and influence in employee & customer communi8es

  Game mechanics are going to replace more tradi8onal systems of user mo8va8ons

  Gamifica8on makes feedback loops 8ghter and 8ghter and liNle bit more decentralized


Psychology of gamers archetypes

 Research of Richard Bartle: hNp://www.mud.co.uk/richard/hcds.htm, hNp://en.wikipedia.org/wiki/Bartle_Test

 Incen8ves and core types of gamers: achievers, explorers, socializers and killers.

 This is true for people in almost every context, be it ac8ng as a players in a game or as employees in a company.


Psychology of gamers archetypes   Achievers: want to be successful; not everybody is an achiever: about 10-‐15 % of a

companies’ collaborators are achievers

  Explorers: discover new things and bring them back to the community, i.e. finding news deal & opportuni8es

  Socializers: interact with games and complicated systems principally in an effort to create connec8ons to others, i.e. customer support & business development

  Killers: people who are like achievers except that they play a win-‐loose game: they not only want to win for them selves but also want to beat others in the game

  Successful gamifica8on requires to understand the mo8va8ons of these types of players in every context to design around them: the beNer you get hold of these mo8va8ons and design around them, the beNer the outcome will be


Mo8va8onal design

 Gamifica8on is form of mo8va8onal design:  “Mo8va8onal design refers to the process of arranging resources and procedures to bring about changes in mo8va8on. Mo8va8onal design can be applied to improving students’ mo8va8on to learn, employees’ mo8va8on to work, the development of specific mo8va8onal characteris8cs in individuals, and to improving peoples’ skills in self-‐ mo8va8on. hNp://www.arcsmodel.com/pdf/Mo8va8onal%20Design%20Rev%20060620.pdf“


Design ethics •  Mo8va8on design techniques embody manipula8on poten8al: can either be used for posi8ve change or for bad inten8ons

•  Games are a force that can get people to take ac8ons against their self-‐interest, in a predictable way, without using force.

•  Dark paNerns: Sort of an8-‐usability / an8-‐user prac8ces that are commonly used by designers (on purpose) in order to trick, lull, or goad users into doing stuff they don't want to do.


Corporate: Google travel expense management

If Google employees spend less then their allocated amount of money for a business trip •  they can keep it for future trips where they can upgrade their trip

plan •  they can donate for charity •  or they can cash out part of it Effects: 1)  aligns employees with the companies travel policy 2)  employees start to talk about travel expenses and manage them 3)  controlling travel expenses is turned into an opportunity to

demonstrate personal mastery (which is a core characteris8c of gamifica8on)

Social technologies & governments��

And don’t forget a well planned change management strategy and plan because:

OLD ORGANIZATION + NEW TECHNOLOGY = VERY EXPENSIVE OLD ORGANIZATION   Prepare your organiza8ons’ culture & your collaborators’ skills & capabili8es   Iden8fy tribes & roles   Communicate accordingly and posi8vely (show advantages & eliminate fears)   Pre-‐populate the social ecosystem with content by a pilot group of users   Reward exemplary use of the new social ecosystem   Write down guidelines & best prac8ces   To get everybody on board !

Thanks ! @sly