Everything you need to know when starting with social business

(Every)change needs a start Hornbach commercial 2011 (NL)

Agenda

Who am I? The Salvation Army IBM (notes) and the Salvation Army What’s social? The four D’s Things you need to know (do or don’t) Use social business best practices Business plan Case TSA UKI Books Questions

Who am I?

http://www.facebook.com/frisovandenberg

@frisovandenberg

http://nl.linkedin.com/in/frisovandenberg

friso.van.den.berg@legerdesheils.nl

• Friso E.C. van den Berg

• Head of IT, The Salvation Army, The Netherlands and Czech Republic

• 41 jaar, married, 5 kids

Question

Who’s a business partner or IBM

Who’s a customer?

Who has already implemented social business– Which tool: IBM connections– Sharepoint– Yammer– Other

Who’s looking/searching for social business tools etc?

The Salvation Army Mission

• The Salvation Army is a dynamic organisation.

• Its work incorporates a diverse range of institutions, projects and activities.

• All the work has one thing in common: it is inspired by belief in God.

• We want to offer people what they really need: care, help, support and an encouraging word.

www.legerdesheils.nl

www.salvationarmy.org

The Salvation Army (NL) in a nutshell

• Church, 4 foundations and a private company (BV)

• 5596 employees, 5713 church members, 51608 people ask for our help

• Approx. 300 locations in NL. TSA in 126 countries

• 25,5 miljoen kilo clothing collected

• Budget approx. € 288 million

• Approx. 2700 automated workplaces/workstations

Source: Jaarverslag Leger des Heils 2011

http://www.legerdesheils.nl/sites/default/files/LdH_Jvs2011.pdf

IBM Notes and the Salvation Army

What’s social?

The term social refers to a characteristic of living organisms as applied to populations of humans and other animals. It always refers to the interaction of organisms with other organisms and to their collective co-existence, irrespective of whether they are aware of it or not, and irrespective of whether the interaction is voluntary or involuntary.

Source: http://en.wikipedia.org/wiki/Social

A lot of definitions about what social business is– Business with a social objective– No financial– etc

Social business according to IBM

The Four D’s

• Do

• What to do before you start

• Dont

• What not to do

• Dare

• No matter what, dare to go for it

• Dive

• Take a deep dive and enjoy social business/collaboration

Imagine

• You (or your company/organisation) want to start with social business

• You’re going to do some research to learn about social business

• And you’re about to start…….

• But there’s something you have to do, but what?

Once upon a time

• There was a really enthousiastic guy

• Me

• There was a contest

• IBM Company Challenge

• We won!!!!!!

• € 30000,-

• But……… What did I forgot and more….

Photo: jan jong fotografie beeldproductie

Arrange executive support

• It helps to accept social business in your organisation

• Internal politics

• Financial (!)

• Ambassador

• Key player (culture)

Identify the needs of the customer (1)

• Ask key persons what they really need (not tech but functional)

• Understand their processes, work environment and specific needs

• What’s in it for me (them)

• Choose the right channel

• Curiosity, Interaction, Experiences, Identity, Information, Rewards

Identify the needs of the customer (2)

• Show them!

• Show and Tell more understanding Learning by doing

• Own experience

• Write it all down

• MoSCoW

• Must, Should, Could, Would

• Answer the why?

• Take your time don’t hurry (start small)

Look for ambassadors

• Look for the early adaptors

• Social media like Twitter, Facebook etc.

• Probably the same people you asked about their needs

• Look for people in different departments and different nature

• Don’t look for a clone of yourself

Don’t let the IT guy take forefront

• It’s not about tech it’s about people!

• Ah the IT guy with his gadgets (!)

• Collaboration is the key

• Work together with

• HRM & Communication dept.

Culture

• Give a lot of attention to the culture of your organisation

• Culture eats strategy for lunch (Sandy Carter, IBM, 2012)

• Define separate programs

• 80/20 rule

• 80% Culture

• 20% Tech

• Difference between winning or losing the game

• Don’t underestimate this!!!

Expect the unexpected

• You can’t think of everything

• Accept and be alert of all kinds of signals

Forget dominant thinking

• Every organisation is captured in dominant thinking

• Out of the box thinking

• Try to forget dominant thinking en think about how things can be different

• Itunes changed the complete music industry

Careful with predictions

• Predictions are only true when nothing changes

• And our evironment changes a lot

Think exponentially

• ICT is non-linear: computing capacity doubles every two years

Dare and Dive

• Take a deep dive and have fun!!!!!!!

• Step by step

• Patience

Use social business best practices (1)

Accelerate Business AdoptionEstablish Business Strategy

Use social business best practices (2)

Business plan (example)

On one piece of paper (A4)

OGSM from vision to action– Objective– Goals– Strategies– Measures

Qualitative objectiveGoals

Goals

xxx

Quantitative translation of elements from the target

Strategies Dashboard Action plan (who and when)

Choices about how to deploy recources to the target.

xxx

xxx

xxx

xxx

Instrument with regard to strategy.

xxx

xxx

xxx

xxx

Elaborated action / steps.

xxx

xxx

xxx

ñ

Title

Case TSA UKI: Making physical connections virtual

Private social network for cliënts TSA

•Private social network for cliënts of

the Salvation Army

• Participate or exclusion

“I would be dead without the internet,” a young man in Leeds told me on a rainy afternoon last October. He had rebuilt his life from a drug addiction by visiting a centre where he learnt how to use a computer and how to make and sell music online. He is one of thousands of people across the UK who have found the internet an invaluable tool in helping manage extremely difficult personal circumstances

Martha Lane-Fox, Race Online 2012

Why a private social network?

Privacy

Security

Built for purpose

Safe content

Defined community

Fellowship for life (www.fellowship4life.org.uk)

Books about user adoption

Go and do something!

Special thanks to Martyn Croft , CIO, TSA UK