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The SOCIAL ORGANIZATION. Mark P. McDonald Harvard Business Review Press http ://blogs.gartner.com/mark_mcdonald/ Twitter: markpmcdonald. http://bit.ly/socialorgbook. A quick poll. How effective is your organization in using social media to achieve meaningful purpose?

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the social organization

The SOCIAL ORGANIZATION

Mark P. McDonald

Harvard Business Review Press

http://blogs.gartner.com/mark_mcdonald/

Twitter: markpmcdonald

http://bit.ly/socialorgbook

a quick poll
The Social Organization WebinarA quick poll
  • How effective is your organization in using social media to achieve meaningful purpose?
  • Has your organization applied social media beyond marketing?
  • Has your organization repeatedly applied social media for success?
  • What role do you want to play in your organization?
why this book
The Social Organization WebinarWhy this book?

Despite the number of books published on social media, there is still a significant hole. And that is, how, as an organization you actually do it? How do you identify, catalyze, empower and derive value from a community?

How do you, as a leader and manager, help your organization build competency in using social media to foster production collaboration – with our customers your clients, your employees and other along your value chain?

Page IX, Kindle Location 73

convince me
The Social Organization WebinarConvince Me !

Social Media …

  • does not deliver real business value
  • wastes a lot of employee time.
  • presents an unacceptable risk, security and IP
  • happens on its own, so what can I do
  • does not have a business justification
  • only works for ‘altruistic’ causes, not business

Page 3, Kindle Location 150

a social organization resolves the fundamental tensions in social media
The Social Organization WebinarA Social Organization resolves the fundamental tensions in social media.
  • Participation
  • Collective
  • Transparency
  • Independence
  • Persistence
  • Emergence
  • Task Force
  • Assignment
  • Security
  • Prescriptive
  • Ad Hoc
  • Determinism

Page 27

Page 13

tension between collaboration and control
The Social Organization WebinarTension between collaboration and control

All managers will need to reconcile the tension between their continuing responsibility for outcomes with their in ability to mandate or control what a collaborative community will product.

“Now that we’ve has done it this way … we will never go back to the old way.” Miguel Lozano, CEMEX.

Page 24, Kindle Location 483

mass collaboration is the goal
The Social Organization WebinarMass Collaboration is the goal

Community

Mass Collaboration

Social Media

Purpose

Page 10, Kindle Location 252

the fundamental cycle of collaboration
The Social Organization WebinarThe Fundamental Cycle of Collaboration

Purpose

Contribution

Results

Encourages

Receives

Community Collaboration Cycle

Change

Feedback

Creates

Builds

Attention

Judgment

enable mass collaboration behaviors

Expertise Location

Finding the right people regardless of where they

Emergent Structures

Building an understanding of how things work in reality

Collective Intelligence

All of us are smarter than any one of us

Interest CultivationBringing together birds of a feather

Relationship Leverage

Reaching the masses interactively

Flash Coordination

Swat Teams for Complex Customer Service

The Social Organization Webinar

Enable Mass Collaboration Behaviors
slide13
The Social Organization Webinar

Page 121, Kindle Location 2002

slide14
The Social Organization Webinar

Page 121, Kindle Location 2002

success in social media
The Social Organization WebinarSuccess in Social Media

Just enough structure …

… Not for the Community

But for the Company !

how do you become a social organization
The Social Organization WebinarHow do you become a Social Organization?

Becoming a social organization requires a strategic approach, deliberate choice, and steadfast intention as the organization proceeds through an evolution of thinking and skills based on actually using collaborative communities to achieve tangible benefits.

Page 24, Kindle Location 483

social organization approach

Refine Purpose

Guide

Launch

The Social Organization Webinar

Social Organization Approach
purpose matters
The Social Organization WebinarPurpose matters

Participation — Mobilizing a community to contribute

Collective — Participants 'collect' voluntarily around a unifying purpose

Transparency — All participants see each others contributions

Independence — Collaboration no matter where they are or whoever they are

Persistence — Contributions captured for all to share and augment

Emergence — Recognizes that solutions come from within the community and cannot be predefined. This allows communities to come up with new ways of working or new solutions.

purpose matters1
The Social Organization WebinarPurpose Matters

Purpose Statement

Why you volunteer your time, experience, attention, energy, ideas !

Why the organization seeks to support social media !

launching a collaborative community
The Social Organization WebinarLaunching a Collaborative Community

Seed

Blitz

Sustain

  • Early adopters
  • Initial content
  • Refine functionality
  • Solution beta
  • Viral growth
  • User generated content
  • Purpose roadmap
  • Emergence

Participation

“Tipping Point”

Time

social technology capabilities
The Social Organization WebinarSocial Technology Capabilities
  • Social networking
  • Wiki
  • Blogs
  • Microblogs
  • Treaded discussions
  • Social feedback
  • Social publishing
  • Idea engine
  • Prediction market
  • Crowdsourcing
  • Answer marketplace
  • Web reputation
  • Viral campaign
  • Social learning
  • Alerts
  • Tagging, badging
  • Social analytics
  • Subscriptions
  • Social status
  • Mobile
  • Context aware

General

Specialized

Supporting

Page 112, Kindle Location 1864

guide don t try to prescribe or control
The Social Organization WebinarGuide Don't Try to Prescribe or Control

Performance

Purpose

Participation

Collaborative

Community

Collaborative

Community

Organizational

Connection

Value

Creation

Chapters 8. 9, & 10

what is your level of social readiness
The Social Organization WebinarWhat is your level of social readiness?

Fusing

Forging

Folly

Formulating

Fearful

Flippant

gartner.com/socialreadiness

the social organization book is social
The Social Organization WebinarThe Social Organization Book is Social
  • Twitter
    • Hash Tag: #TheSocialOrg
    • Anthony Bradley @BradleyAnthonyJ
    • Markpmcdonald @markpmcdonald
  • Facebook Page:
    • The Social Organization
  • Blogs:
    • Harvard Business Review:
      • Anthony Bradley and Mark McDonald
    • Gartner Blogger Network
      • Anthony Bradley
      • Mark McDonald
becoming a social organization
The Social Organization WebinarBecoming a Social Organization
  • Assess your social media readiness
    • www.gartner.com/socialreadiness
  • Find a compelling purpose
    • Bottom Up from the Grass Roots
    • From your Strategy
  • Describe ‘just enough structure’
  • Give this book to your boss so they can how to be a social organization.
the social organization1

The SOCIAL ORGANIZATION

Mark P. McDonald

Harvard Business Review Press

http://blogs.gartner.com/mark_mcdonald/

Twitter: markpmcdonald

http://bit.ly/socialorgbook