If a business can answer the question "why" in clear, human terms, it can help its staff do their best work.
Can we let go of the chimera of growth, and build a steady state economy?
Current visions of social business are too tame, says Stowe Boyd. We needed to imagine a bigger, smaller future.
Could the solution to effective change in a business rely on external catalysts?
People have a reflexive habit of trying to understand new tools in terms of what they already know - and thus miss their potential.
2nd panel discussion, hosted by Iwona Petruczynik of Frost & Sullivan
What is web 2.0?
Olivier Crieche: the stuff people use at home and are now starting to use at work
Zeinab Lenton: It’s about sharing and community
JP: It’s what the web should have been
How to implement?
JP: get on with it. Look at e-mail. How much never leaves the company – is there a better way to do that?
When it goes bad?
Dominos Pizza: reputation damaged
KFC: had to cancel a promotion because bloggers spread it too fast and it was costing them too much.
One clent of Six Apart complained about the lack of feeds in Movable Type – which are built in. The UT department just didn’t understand the product.
JP: you need both benevolant dictatorship from top and bottom-up adoption. If cost if repair is same as cost of entry, you suceed. If enough people can inspect information, you can make it good. You need a pincer movement on the immune system in the middle.
OC: use it to monitor customer problems with products, so they can reach out to them.
ZL: Teaches people new behaviours with low cost of entry.
JP: Twitter is publish/subscribe. 2. Is brief. 3. Assymetric follow. 4. 31 million reasons you carry on
[Switched to iPhone due to laptop battery death – please excuse typos]
Thijs Sprangers of Krem is up, asking why we aren’t talking more about LinkedIn. Krem have defined five relationship roles, and think it is important to figure out what relationship your network is serving.
Look where your audience are active already and head there. It’s not only business doing this, it’s politics, it’s banking…
Menno Braakman up now:
Who are your target group and what us their online participation?
Objectives: Determine the goals of the community
Strategy: how will the goals change the relationship?
Technology: Then choose the right social tools, based on the above.
eg Alumni networks are a useful source of business referrals and recruitment. So they built a network for ORMIT Alumni, and connected with LinkedIn. Use the Alumni group on LinkedIn to advertise the functionality of the private group.
Deliver more for less, and investing things that save money
How do you launch social media in a company where every second of an employee’s day is timed? That’s the challenge Sonia Carter, head of online internal communications at AXA UK is talking about.
- 6 weeks to launch
- £4k to launch, then another £6k for a nice design later
- vBulletin for forums, WordPress for OurIdeas – heavily customised
- You need to hide from/ignore/bribe IT, Security, Risk, Compliance, etc…