Social Software for Prosperity and Growth
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Transcript of Social Software for Prosperity and Growth
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Chris Sparshott
Social Softwarefor prosperity and growth
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Chris Sparshott
Video: Time to Think
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Chris Sparshott
Part 1: ChangePart 2: GrowthPart 3: ResearchPart 4: Tools
Agenda
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Chris Sparshott
Part 1: Change
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Chris Sparshott
The world has changed
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Chris Sparshott
Inter-connected
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Chris Sparshott
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Chris Sparshotthttp://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/
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Chris Sparshott
Inter-dependent
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Chris Sparshott
The butterfly effect can also be represented by large complex systems.
Archduke Franz Ferdinard18 December 1863 – 28 June 1914
WWI
Inter-dependent 1914
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Chris Sparshott
1,250 New Zealanders are losing their job every week. Peter Conway
Secretary of the New Zealand Council of Trade Unions
Stock market Jobless
Inter-dependent 2009
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State Department officials earlier urged Twitter to delay scheduled maintenance work to avoid interrupting its service in Iran.
Iranian Student Shot
YouTube ?
Inter-dependent 2009
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Chris Sparshott
The world has changedEvery interaction has an effect
The number of interactions is increasing
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Chris Sparshott
Part 2: Growth
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Chris Sparshott
Business success is measured in sales
Statement
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Sales is the life blood
of our business
Statement
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Chris SparshottSales is about relationshipsStatement
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How strong are those
relationships?
Question
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What do you want for your customers in
three years time?
Question to a member of your organisation
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I won’t be doing this job in three
years time.
Answer
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Chris Sparshott
So who cares?
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Chris Sparshott
Exercise 1
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Prioritise the time you spend with these customers from 1 to 6.
1 being the highest priority
• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime
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Chris Sparshott
Possible Result
• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime
123456
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Chris Sparshott
Spot any problems?
(Where is “4”?)
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Chris Sparshott
Ask yourself, where will future
growth come from?
Question
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*New customers
*and existing customers
Answer
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Chris Sparshott
Exercise 2
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Prioritise the time you spend with these customers from 1 to 6.
1 being the highest priorityTake into consideration future growth
• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime
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Chris Sparshott
Possible Result
• Customer might spend money today• Customer might spend money tomorrow• Customer might spend money this quarter• Customer might spend money next quarter• Customer might spend money next year• Customer might spend money sometime
123451
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Chris Sparshott
Hang on,..
How come a customer that might spend money
sometime in the unknown future can be as important as a customer that might
spend money today?
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Chris Sparshott
WellingtonCustomers
ChristchurchCustomers
AucklandCustomers
Globalcustomers
It’s about the inter-dependent ecosystem
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Chris Sparshott
The ecosystem spawns growth
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Chris Sparshott
We influence the ecosystem by owning “mindshare”
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Chris Sparshott
Traditional Media
TVRadioPrint
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Chris Sparshott
Spray and pray doesn’t
work
People are not listening
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Chris Sparshott
Connected MediaWeb PagesComments
BlogsSurveys
Social networkingTweets
Aggregation
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Chris Sparshott
How do we make
mindshare work for us?
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We need to marshal our most important assets for growth
Our employee’s relationships
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Chris Sparshott*knowledge, help, advice, friendship and goodwill with our customers
It means everyone *shares
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Chris Sparshott*interactions are real and mean something
It means everyone *cares
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Chris Sparshott*Social Networking = Sales + Marketing + PR + Knowledge
It means everyone does *Social Networking
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Chris Sparshott
There is more than anecdotal evidence to support the value of Social Networking
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Chris Sparshott
Part 3: Research
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Chris Sparshott
“Value of Social Networks:
A large scale analysis on network structure impact to financial
revenue of information technology consultants”
http://smallblue.research.ibm.com/
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Chris Sparshott
• To estimate the value of social networks.
• How does social capital influence productivity
• How information workers obtain information through various communications channels and social networks
• Measure the impact to revenue at the personal and project level of the information workers
Objective
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Chris Sparshott
Perform high quality project workDelight the customerGenerate repeat businessMake $ for IBM
(…and to stay off the bench)
Information workers = Consultants
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Chris Sparshott
What was measured?
* 2600 IBM business consultants over 2 years (2006-2008) * Across 70 Countries* Derive the network of 350k employees* Overall observation of 10k consulting projects
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What was measured?
* People Interaction (email and IM)* Detailed and objective performance measurements of the consultants* Number of billable hours* Number of projects* Revenue generated* Explore relationship between social network and productivity of those consultants
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Chris Sparshott
Efficient access to information
Timely access to valuable information results in higher quality decision making
Conducted 15 intensive interviews
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Chris Sparshott
Results
The value of each person in your address book is $948
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Chris Sparshott
When friends of your friends are not friends of each other or belong to the same social group. =276.64% increase in monthly revenues
FriendsFriends
NotFriends
YOU
Results
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Chris Sparshott
One strong link to your manager is worth $588.20 /month
One weak link to your manager costs $98.48 /month
Having managers in a project is correlated with team performance initially.Too many managers in a project is negatively associated with team performance
Results
You
You
Manager
Manager
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Chris Sparshott
• Attributes of your network, human capital, power and status have a unique relationship with work performance
• No performance relationship for – access to different divisions– access to different geographical locations– gender distribution
Results
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Chris Sparshott
There is value to businesses in encouraging external collaboration & social networking
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Chris Sparshott
Part 4: Tools
Enterprise ToolsFree Tools
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Chris Sparshott
Video: How many friends do you have?
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Chris Sparshott
Business benefits
*Find hidden expertise*Reduce time to find and access knowledge sources*Reduce email and telephone usage*Personal mindshare
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Chris Sparshotthttp://www.ibm.com/developerworks/
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Chris Sparshott
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Chris Sparshott
Business benefits
*Build communities*Manage interactions with customers and partners*Help each other*Deliver additional services*Gain mindshare
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Chris Sparshott
FREE Tools
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* Hosting Costs
* More hits than ibm.com/nz website
Wordpress - Free
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Chris Sparshott
Slideshare - Free
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Chris Sparshott
Twitter (Global Instant Messaging) Stay current- Identify community- Provide value
Twitter - Free
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Chris Sparshott
LinkedIn - Free
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Chris Sparshott
Business benefits
*Build communities around companies products and services*Utilise existing frameworks*Provide light weight client interaction*Generate F2F interactions*No license costs
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Chris Sparshott
Community FunnelOnline Community
Meet-ups
F2F
SalesPipeline
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Chris Sparshott
Increased Prosperity & Growth = Community + Participation
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Chris Sparshott
• Blogged on Blogger• Upload presentations to Slideshare• Started tweeting• Self host Blog to Wordpress, chrissparshott.com• Used Scribd• Built LinkedIn network (on-going)• Built videos for blog• Launched LinkedIn community groups• Started product based meet-ups
My Journey – I did…
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Chris Sparshott
• Increased reach and influence for IBM• Increased visibility of IBM to customers• Clients support each other• Support direct sales efforts• Customer case studies
• Recognised within IBM as an expert• Mentor IBM employees and start-ups• Present at events
• Had a lot of fun ;o)
My Journey – Benefits…
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Chris Sparshott
(Sparkbouy)[email protected]
Portfoliohttp://www.slideshare.net/sparkbouy/slideshows
Bloghttp://chrissparshott.com
Chris [email protected]
0064 (0)21 574 696
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Chris Sparshott
Flickr and Links• http://www.flickr.com/photos/tessawatson/308774675/ • http://www.flickr.com/photos/erica_marshall/2885783824/• http://www.vincos.it/wp-content/uploads/2009/06/wmsn-06-09.png • http://www.flickr.com/photos/whatknot/714338893/ • http://www.flickr.com/photos/indigente/798304/ • http://net.lib.byu.edu/estu/wwi/bio/f/franzfrd.html • http://en.wikipedia.org/wiki/Archduke_Franz_Ferdinand_of_Austria • http://www.flickr.com/photos/22746515@N02/324050779• http://www.flickr.com/photos/traftery/3235920577/ • http://www.flickr.com/photos/12392252@N03/2445045132/ • http://www.latimes.com/news/nationworld/world/la-fgw-twitter18-2009jun18,0,5845567.story • http://www.thestranger.com/seattle/paul-constant-reviews-twitter/Content?oid=1774875 • http://www.flickr.com/photos/romanlily/3130507637/ • http://www.flickr.com/photos/leecullivan/141114012/ • http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/ • http://www.flickr.com/photos/lwr/101286819/in/set-72057594065740447/ • http://www.flickr.com/photos/thecampbells/3005650135/ • http://www.flickr.com/photos/codepo8/2122763472/ • http://www.flickr.com/photos/lwr/101562372/in/set-72057594065740447/ • http://www.flickr.com/photos/leecullivan/252515890/ • http://www.slideshare.net/debs/f-o-w-a-marketing-workshop-2007b • http://www.flickr.com/photos/amagill/180202581/ • http://www.flickr.com/photos/davesandford/3184810369/• http://www.flickr.com/photos/clappstar/178050837/ • http://www.flickr.com/photos/sharynmorrow/1923985105/ • http://www.flickr.com/photos/kalieye/3265551769/ • http://www.flickr.com/photos/gabenl/2617316249/ • http://www.flickr.com/photos/nathanwells/1199095941/ • http://www.flickr.com/photos/minifig/95040634/ • http://www.flickr.com/photos/blah_oh_well/302469907/