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Josepf Haslam

About Josepf Haslam

http://www.SEOCMO.com

I find Social Business fascinating. It seems like a misnomer to me. Isn't all business rooted in social interactions? Of course it is! So we're really talking about Social Technologies and how to harness the power of them to reengineer your company into a "Social Business".

Posts by Josepf Haslam:

Infographic The Social Business Shift

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Is your Organization creating a Social Business Shift?

Eloqua Social Business infographicEloqua takes a look across 4 business functions to document the social business shift occurring in each area. This infographic is by no means comprehensive. There are many business functions benefiting from a social shift and there are many more social technologies contributing to it as well.

A Social Business Shift means a change in your Business Model

Okay, we avoided paradigm in the title, but, really we do mean how you think about your business and how you organize. These can be difficult changes to make as the process typically involves a ton of politics and dare I say fear? A good Organizational Effectiveness program or approach may be in your best interest. Once people see how they and the company benefit (and they buy in) then you can start to see a true shift from social business.
How does your business compare? Are you adopting social technologies across a broad array of business functions? Are you ready? This infographic can help you to identify if your company is actually shifting. It can also help you to identify areas to pilot social technologies.

B2B Infographic Case Study

B2B Infographic Case Study How Social Ready is your Enterprise

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A B2B Infographic Case Study: How Ready is Your Enterprise for Social Business?

B2B Case Study Infographic Social EnterpriseAlthough this B2B Infographic Case Study on how social ready is your enterprise is a little dated it does serve as a good dashboard. How does your organization stack up? Let’s break down some of the important elements.

Social Business Thought Leadership

Does every business need to be a social business? Wait?! What kind of question is this in the first place? I assume that it must mean does every enterprise need to use social technologies? Certainly you do not really want to be an anti-social business do you? As to social technologies, my answer is yes. There is simply too much benefit inherent in the use of social technologies to deny the need for incorporation. So the question might be does your organization understand this yet?

Uses of Social Technologies

Great question. How prevalent and pervasive are social technologies within your company? Do you still see this as something just for sales and marketing or has it penetrated further? Early adopters of social technologies find unexpected benefits in areas such as R&D and even production planning. Where is your organization today?

Social Business Strategy

Does your company have an explicit Social Business Strategy? Is it well communicated? Is it well supported? Do you measure the benefits of your implementation? Is your social business strategy internally facing or just an external marketing adjunct?

Confidence in Social Business

How confident is your organization on the rollout of their social business strategy? Do your employees still think it is a program of the month? Is your top management bought in and engaged? Do you highlight and reward success stories? Confidence can be directly related to upper management behaviours. Are you still taking a wait and see attitude or are you fully committed?

Priority of Social Business Efforts

Is your social business implementation an unfunded mandate? Do you have explicit and dedicated community managers and social business champions? Do you have training and mentorship established? Or did you simply install Yammer with Office365 and tell everyone you’re a social business? Purchasing technology without investing in the culture changes and working through the business re-engineering is almost doomed to fail. What is the real priority of social business within your company?

Concerns about Social Technologies

Do you have concerns about social technology? You should if you do not. Effective adoption of social technologies requires care and thought. It is rocket science because you are overcoming organizational inertia. Do you have a way to monitor and address concerns with the use and implementation of social technologies? I suggest you put that into place!
If you were to conduct your own internal survey what would be the results? We may want social business to be as easy as selecting the right tools, however, the reality is that a well thought out business re-engineering needs to take place to realize the best benefits. Are you ready for social business? If not give me a call!

evolution of collaboration technology and management theory

How Social Technology has Emerged as an Enterprise Management Model – Dion Hinchcliffe

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Dion Hinchcliffe’s Opinions on Enterprise Management as influenced by Social Technologies

It was surely bound to happen, as high technology has become so deeply intertwined in our personal and business lives, and now it has:

The digital world has reshaped how we manage and operate our organizations like never before, unleashing potent new possibilities while simultaneously posing major challenges that must be overcome.It’s a complex and unfolding story — even more so because it’s very much not driven by the resources or agenda of any one organization, technology, or interest group — but rather a loosely connected, highly emergent, and interrelated global narrative as companies en mass grapple with how pervasive software and networks are enabling access to entirely new possibilities for value creation.

Source: How Social Technology has Emerged as an Enterprise Management Model – Dion Hinchcliffe

evolution of collaboration technology and management theory

Social Technologies will inherently Transform Organizations into Social Businesses

If you have not run across Dion Hinchcliffe yet, please do. Dion has great opinions and resources, such as the illustration above, regarding the impact of social technologies on enterprise transformation. Is it possible that businesses might “skip” this transformation? Sure. Take a look at the ones who skipped the printing press, the telephone, or the FAX machine and get back to me on that… It is my belief that social technologies are inherently transformative. The real power goes to those companies who realize this and become early adopters. There is simply too much at stake to sit around waiting to see how this all plays out. Are you leading your organization into social business? Call me.

Maersk Line in Social Media Case Study

Maersk Social Business Case Study

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Why the Maersk Social Business Case Study is so Interesting

I know Maersk, shipped many a textile fiber or chemical intermediate on them while I was with DuPont. This to me, is in part why they make such an interesting social business case study. They are a shipping line! Can you think of a more hardcore B2B? Can you think of one that might be less interesting on social? Maersk set the bar high with their social media campaign, but, they also started transforming themselves into a social business.

“Social media is about communication, not marketing. It’s about engaging, not pushing. And social media is definitely not just about the media side. For a company like ours, social media creates more value when it challenges the way we think and interact. In fact, social media is a mindset, a way of thinking and working together. It’s based on the fact that we are social animals, and that means we can only benefit from sharing our thoughts and ideas with each other.”

Maersk uses Social Media Platforms as they are intended

It took Maersk a little bit of learning, but, they did learn to craft their message by platform. Maersk has an impressive line-up including Twitter, LinkedIn, Instagram, Facebook, Pinterest, Google+, YouTube, Flickr, Tumblr, and Sina Weibo. Maersk uses Twitter for fun, posting photos of seals hanging out on the prow of their ships and LinkedIn for more serious Corporate Communications. Maersk is photos heavy which helps to drive sharing and engagement.

Maersk harnesses the power of their employees to blog and create content. They also support user generated content, yes, a shipping line has user generated content. There are people who actually like to “spot” container ships and take photos. This all before the Captain Phillips movie about the 2009 hijacking by Somali pirates of the US-flagged MV Maersk Alabama. Today Maersk solicits and supports such content across their platforms. In fact, Maersk has socially generated product ideas worth billions of dollars from their social forums such as a container that can fold up when not in use saving 90% on space.

Maersk has also broadened their presence by geography and language. The local accounts do not repost corporate communications. Instead they add value to their local communities and create richer customer service experiences and the opportunity to listen to the voice of the customer for yet more million and billion dollar ideas on how to improve their business. Want to improve your bottom-line through social business? Call me.

Maersk Line in Social Media

Video Case Study of Maersk’s Social Media produced internally describing how they created a milestone in the B2B space. The video documents some of their growth on Facebook, how they earned over a million dollars off of a Twitter campaign #WinterMaersk, and the goals of their campaign. The main goal was simply to get closer to their customers, and they succeeded!

Interview with Jonathan Wichmann, former Head of Social Media at Maersk

Jonathan Wichmann breaks down the approaches that Maersk used to get their social business initiative off of the ground.

https://vimeo.com/68531923

Why Social Business Adoption is Good For Marketing Strategy

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Need a Good Marketing Strategy? Become a Social Business

In this SlideShare by Michael Brito, author of Smart Business, Social Business: A Playbook for Social Media in Your Organization, the link between Marketing and Social Business is explored. Even though many organizations start their social business initiatives to aid PR and Marketing, they do not necessarily understand why social business adoption is good for marketing strategy. One of the keys to this linkage can be illustrated in the chart below:
Chart: How Social business strategy delivers value to stakeholders

 

Feedback Loops are a key to Social Business

There is certainly much more to say about marketing and social business, however, one key that I see across all efforts is the feedback loops established. Want to know what your customers are thinking? Just listen. Or better yet ask. Need to bounce ideas off of technical development quickly? Try a social intranet instead of an email chain or monthly meeting. The ability to get feedback quickly and effectively is a key component of social technologies. With these feedback loops established it is possible to build real-time marketing and content creation capabilities. On slide 21 Michael depicts how Brand Alignment, Audience Passion, and Trending Conversations can create an Agile Content sweet-spot for those savvy enough to have built the right organization. Read through the SlideShare below. Do you have a need for good marketing? Want to build a great agile content organization? Call me.

How to design your Social Business Culture by Tom De Baere

How to Plan and Design your Social Business Culture

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Why Design a Social Business Culture?

Tom De Baere‘s SlideShare, entitled “How to Plan and Design your Social Business Culture”, talks through many key elements of why you need to pay attention to the details of your social business culture. Tom focuses on consumer behavior and how most consumers conduct 60 to 80% of their research online before they even make contact with your organization. The key element here is trust. Is your organization developing social trust? Tom asks us to harness the inherent social nature of our people to empower and enable them to be advocates for our Brands and organizations. Tom asserts that:

Social Business is about producing outcomes that matter to the business–through people.

He specifically states that social business is not about about social media or social technologies and it is not even about marketing. I agree with him on all of these points! Although many organizations are drawn to social media for PR and Marketing early adopters of social technologies find that they have unexpected impacts on business productivity. See Transforming the Business Through Social Tools for more information on this topic. To learn more about how to plan and design your social business culture click through Tom’s SlideShare below:

To learn more how I can help you design your social business culture call me, tweet me, in-mail me on LinkedIn, or fill out the contact form for more information!

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Pam Moore Building growing and sustaining social business

Social Business Strategy & Plan 8 Steps to Develop & Sustain Social Business

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Social Business Strategy is about Sustainability

Pam Moore, the CEO & Founder of MarketingNutz is spot-on with her highly visual SlideShare on Social Business Strategy. Implementing Social Technologies is never about the technology! Pam advocates an approach called POST: People, Objectives, Strategy, Technology. I agree with the order. In my experience too many people think they’ve become a Social Business because they’ve installed a tool such as Yammer or IBM Connections; #Fail. Highly effective organizations take a change management approach and reengineer their business to incorporate social tools and be transformed by social technologies.

Social Business Strategy

Pam outlines the following steps:

  1. Determine business objectives
  2. Know your audience
  3. Map your vision / journey
  4. Establish executive support
  5. Create a Roadmap of strategy & tactics
  6. Create Governance & guideline
  7. Secure resources and funding
  8. Then, invest in technology to support your objectives, vision, and journey.

As someone who has implemented hundreds of IT projects and business reengineering projects I can tell you that the above makes perfect sense to me! Read through Pam’s SlideShare below and contact me if you’re serious about developing a Social Business within your company.

Ten ways to use social technologies in your social business

MGI The Social Economy July 2012

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How Social Technologies unlock value and productivity in the social economy

McKinsey&Company has led the charge in studying the impact of social technologies on business. In this seminal July 2012 148 page report entitled “The Social Economy” the McKinsey Global Institute lays out a bold series of predictions and benchmarks the current state of 2012. McKinsey publishes annual reports and special reports on the state of social business and social technologies. You may find an excerpt here of the January 2015 Survey Transforming the Business through Social Tools. The entire 148 report from 2012 is excerpted by McKinsey is a 4MB PDF so it is way too long to cover here! You can find a PDF of The Social Economy here. Of particular note are these two exhibits below.

Social Technologies are Pervasive

Social Technologies are pervasive MGI The Social Economy Exhibit One
The point I would like to make is that Social Technologies are pervasive. Although many organizations start out thinking about PR and Marketing, the fact is that social technologies can aid an organization in almost any organizational or management process. As people in general incorporate social technologies into their personal lives the internal adoption of social business technologies becomes easier. You also do not have to pick PR or Marketing as a place to start implementation of social technologies. In fact, I would argue that it might be better to work on internal uses of social technologies to help bring the organization up-to-speed and develop competency prior to developing external facing practices. Not sure? Let’s talk.

Social Businesses can broadly utilize Social Technologies

Ten ways to use social technologies in your social business
McKinsey Global Institute proposes that there are at least ten ways that social technologies can add value to organizational and management process. Ten is simply a starting point. There are two types of people in the world, lumpers and splitters. If you disagree you are a splitter. MGI has lumped together 10 areas of approach. There are as many areas to tackle as you have organizational processes. The question is how to identify a use case that will help your organization develop social technologies. How can we measure the impact and value add of the social technologies? How we can manage the change management processes? How can we broaden the adoption of social technologies throughout the organization? These are all excellent questions. Companies that have been early adopters of of Social Business are well past answering these questions and instead are quickly and pervasively broadening out their use! Want to get started? Call me.

McKinsey fully networked organizations see more impact from social technologies

Transforming the Business through Social Tools by McKinsey&Company

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McKinsey&Company Survey on Social Business Tools

McKinsey publishes an annual survey on the effect of social technologies on business. The January 2015 survey is entitled:Transforming the business through social tools. Some conclusions of note:

  • Adoption of Social Technologies is becoming commonplace.
  • It is still difficult to measure the impact and value of using social tools
  • Early adopters are seeing disproportionate value and extending their use

Fully networked organizations achieve higher impact from social technologies than others
As seen above, early adopters of social technology, those well on their way to becoming a Social Business, are finding unexpected impacts to how their business runs! As knowledge workers incorporate social technologies into their day-to-day the impact accelerates. As McKinsey states in their survey:

To achieve this impact and increased productivity across the entire business, most companies must become better at engaging more employees, customers, and external partners through social tools, then capturing new benefits and measuring them in a systematic way. At the companies seeing the greatest benefits from social interactions, respondents are much likelier than others to say these tools are highly integrated into all processes, not only their sales-and-marketing activities.

The Future of Social Business is Bright

McKinsey concludes that the vast majority of organizations, seventy two percent, are increasing their investments in social technologies. With that said, nearly all of the executives surveyed believe that social technologies are transformative yielding positive changes to organizational processes and management processes. There are a wide variety of expected impacts. I suspect this is due to how and where an organization started implementing social technologies. The important thing to note is that the early adopters are seeing increasing impacts and accelerating the use of social technologies. The adoption of social technologies creates a virtuous, positive feedback cycle and the rich get richer. McKinsey “looks ahead” and offers this advice:

  • Start with a Focused Approach
    • Nominate a specific use case and implement for success
    • Broaden out once you’ve established a center of excellence
  • Build in Metrics
    • Benchmark existing practices
    • Development a measurement framework to then track how social technologies improve upon “as is”
  • Realize it is a Change Management Effort
    • Social Technologies will change how people work with each other
    • Good old fashioned OE or Organization Effectiveness processes can be used in conjunction with the rollout of social technologies to aid the the implementation

Read the full survey by McKinsey&Company by clicking through the PDF Survey McKinsey Transforming the business through social tools or contect me to discuss your Social Business needs!

Social Media for The Enterprise A Business Case

Case Study B2B Marketing with Social Media, Video via Hootsuite

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A Social Business is a Connected Business

https://vimeo.com/58137220

In this 4 minute video case study on B2B Marketing with Social Media: Richard Branson, Founder and Chairman of Virgin Group; Michael Chui, Principal, McKinsey & Company; and Jeremiah Owyang of Altimeter Group discuss how social media impacts business. Learn how many of the world’s top brands—such as: Pepsi, Virgin, NHL, and American Express—now are embracing social media company-wide. I particularly like how the video starts with a Social Business is a connected business. Social media technologies and adopting a social business mindset will lead to improved business results through both higher customer engagement and improved internal effectiveness. Enjoy the video case study B2B Marketing with Social Media and contact me to learn how to make your business a social business!

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