Simply Social

Simplifying Social Media’s Relevance to Organizational Objectives

February 2010

robert.sibley@innovapost.com

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Introductions and Objectives

A little about me Objectives of this presentation

Agenda

Our Foundational View of People at Work

The Social Animal Web 2.0 and Social Media Is This Really New? Needs, Outcomes, and Amplifiers Examples and a Canada Post Case Study

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Beyond Functional Contribution

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The knowledge our people bring to the organization is greater than the job or function for which they were specifically hired

<new stuff> has taught us about…

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…the power of the collective

…and the diversity of the individual

<new stuff> has taught us about…

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…a Better, Faster, Cheaper way

And Now For Something Completely Different…

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We Are Social

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Social Media

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“…media designed to be disseminated through

social interaction.” (Wikipedia, as of Dec 22, 2009)

“… a type of computer mediated communication

(that aims to) connect, collaborate and

inform/convince.” (Corporate Executive Board)

“…people having conversations online.” (“What the f**k is social media”, Marta Kagan)

“…are online communications in which individuals

shift fluidly and flexibly between audience and

author….” (Joseph Thornley, 2008)

“…an umbrella term that defines the various

activities that integrate technology, social

interaction, and the construction of words and

pictures.” (Various)

Is this really a paradigm shift…

10http://memory.loc.gov/mss/mcc/004/0001.jpg

…or just a new spin on an old thing?

We’ve gone from lips to ears…

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Time (in years ago)

Soci

al M

edia

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adth

and D

epth

3,000,000

…to raw material media…

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Time (in years ago)

Soci

al M

edia

Bre

adth

and D

epth

20,000

…to electronic media

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Time (in years ago)

Soci

al M

edia

Bre

adth

and D

epth

135

…and gone from 1 to 1…

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Time (in years ago)

Soci

al M

edia

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adth

and D

epth

40

…and 1 to many…

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Time (in years ago)

Soci

al M

edia

Bre

adth

and D

epth

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…to many to many.

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Time (in years ago)

Soci

al M

edia

Bre

adth

and D

epth

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Relevance to Your Organization?

Leverage the Diversity of the Individual Harness the Power of the Collective Understand that Social Media’s fuel is:

The innate Need for people to be heard; The variety of Outcomes those voices can/want to

influence The Amplifier effect provided by ubiquitous and low

cost technology (Web 2.0)

All of this new stuff provides new ways to help address business challenges

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A Simple Framework

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Examples [1]

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Examples [2]

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Examples [3]

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What Happens When Your Amplifiers Aren’t Grounded Between Outcomes and Needs?

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Question

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Canada Post Case Study

No direct communications channel to 60,000 of the 75,000 employees

No ability to collaborate around key messaging or tailor messaging to specific employee segments

Lack of visibility into the tacit knowledge within the organization

One-off Intranet applications in need of consolidation and support cost reductions

Desire to integrate social media tools into the organization without changing behaviour too dramatically

Business Issues & Drivers

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Marrying Needs with Outcomes using Amplifiers

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Simply Social Everywhere

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Don’t Let the Buzz Distract You

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Final Thought

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robert.sibley@innovapost.com