Keynote slides: The Power of Social Media and Future Organizations

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This morning I am giving the external keynote at a closed conference for senior client executives run by a major professional services firm. They know the technical content they are presenting is rather dry so my role is to provide a highly engaging kick-off to the day (spouses are invited too) which is also practical and useful for attendees.

As is quite often the case these days, my client asked me to combine two of the topics from my general list of speaking topics, bringing together the ideas from The Power of Social Media and The Future of Work and Organizations. In fact every presentation I do is customized for the specific context and audience, including many topics not on the list, but it can be useful for clients to use the general speaking topic list to work out what they are looking for.

Here are the slides to my keynote. The usual disclaimer: the slides are designed to accompany my presentation and not to be viewed by themselves, but you still might find them interesting.

Keynote: The Power of Social Media and Future Organizations

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The continuing devaluation of LinkedIn connections

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How many LinkedIn requests are you getting?

Very likely significantly more than you were getting just a few months ago.

LinkedIn reached 100 million users in March. As one of the first 10,000 users, I early on saw the potential of a purely professional social network.

It consistently grew in size and user value over the years, however now that everyone is piling on to the LinkedIn bandwagon, the value of LinkedIn personal connections and networks are decreasing at what seems like an accelerating pace.
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Reconfiguring the world of business around the customer

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The esteemed JP Rangaswami, who was at the very front of creating Enterprise 2.0 at Dresdner Kleinwort Wasserstein and is now at Salesforce.com, has just written a compelling post Thinking about the Social Enterprise, in which he distills the essence of social business.

You really need to read the entire post to get the flow of his argument, however here are a couple of excerpts:
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Corporate blogging: value versus risks

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Knowledge@Australian School of Business recently published an interesting article on corporate blogging, which drew on an interview with me. Here are the quotes it took from my interview, along with a few comments.

One of the greatest dangers is not getting involved in blogging at all, claims Ross Dawson – futurist, blogger and chairman of Advanced Human Technologies, a company that consults on “the network economy”.

It’s certainly not that every company needs to be blogging, far from it. But many companies that would get great value from blogging, in particular for defending their reputation online, are being held back by overwrought fears of the potential dangers.
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Qantas Business Radio: why crowdsourcing will drive the future of organizations

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This month’s Qantas Business Radio has a technology focus, including interviews with Nick Leeder, Managing Director of Google Australia, Simon Hackett, Managing Director of Internode, Peter Williams, CEO of Deloitte Digital, Charis Palmer, Editor of Technology Spectator, Ian Hogg, CEO of FremantleMedia Australia, as well as myself.

There are some great insights in the various interviews, and if you’re not going to be on a Qantas flight you can listen to or download the interviews here, though I believe only until the end of August.

My interview was very broad-ranging: we spent some time discussing implications for organizations of a connected world including the role of crowdsourcing and the idea of the global brain, went on to look at how to use the iPad for work and why it is the first technology that is better than paper for many purposes, and finally when newspapers will become extinct around the world.
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Research: The acceleration of Australian banks’ use of social media

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Financial services is one of the most industries in which the use of social media is the most relevant, not least because customer service is a critical differentiator between highly commoditized offerings. While financial services and banking were traditionally highly relationship-based, the shift to online has significantly eroded those relationships. Social media, used well, provides an opportunity to build relationships in a world in which most financial services are executed online.

In a global context, Australian banks were fairly slow to adopt the use of social media, however more recently a number have become a lot more active as they recognize its fundamental importance to their future.

Vindaya Senadheera, Prof. Matthew Warren, and Dr. Shona Leitch from Deakin University have done some interesting research in their paper A study on how Australian banks use social media.

To analyze the banks’ activity they use the Honeycomb framework of social media which was presented by Kietzmann et al in their paper Social media? Get serious! Understanding the functional building blocks of social media, which points to the key elements of social media engagement as Identity, Groups, Relationships, Presence, Sharing, Conversations, and Reputation.

Here are a few key points from the research

Twitter:

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Futurist conversations: Ross Dawson and Gerd Leonhard on the future of Twitter

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Continuing our series of conversations on the future with Gerd Leonhard of The Futures Agency and myself, here we discuss the future of Twitter.

Some of the topics we discuss include:
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The role of informal social networks in building organizational creativity and innovation

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For the last decade I have examined and applied social network analysis in and across organizations, for example in large professional firms, technology purchase decision-making, high-performance personal networks, and other applications.

The more time you spend with the analysis of social networks in organizations and those firms that have applied the techniques, the more evident the power of these approaches. In particular for high-performing organizations, applying social network analysis is one of the most useful tools in pushing value creation to the next level. This is evident in the California Management Review paper I co-authored on Managing Collaboration: Improving Team Effectiveness through a Network Perspective, in which we examined how to improve performance in sales, innovation, and execution.

Innovation is of course a particularly pointed issue today, with the increasing pace of external and industry change driving the necessity of effective, applied creativity. However this is often difficult in large, complex organizations.

To this point, the IBM Institute for Business Value has released a report on Cultivating organizational creativity in an age of complexity.

The report has some interesting insights and findings, including this chart of the opposites needing resolution in a creative organization.


Source: IBM Creative Leadership Report
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Integrating social media into cross-channel customer relationships

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Una giornata di pioggia e di sole
A week ago I was in Sanya, China, where I gave the guest keynote at the NICE Interactions 2011 conference.

NICE Systems’ history is in providing voice recording and analytics to companies with many customer interactions, such as banks and telcos, for customer services and security. From there it has morphed into providing a series of broad-based platforms to improve customer interactions across channels.

In the world of Customer Relationship Management, an increasingly important and now dominant issue is effectively managing relationships across channels. The critical ‘single customer view’ becomes more difficult yet ever more important as new channels such as chat, mobile apps, and a variety of social media are added to existing customer communication channels.
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Google+ may miss the big opportunity: spanning internal and external social networks

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I was delighted to get an invite to Google+. Then amazed when I was told I can’t use Google+ because we use Google Apps.

It seems that Google is expecting to make Google+ available to Google Apps users “in a few months” with some .edu users possibly trialling it sooner. As many others have expressed, it is very frustrating to be delayed several months into the hottest new social space because we are more dedicated Google users than others.

Andy Pattinson kindly pointed me to the following video and form for ‘entities’ (companies, brands etc.) to apply for a Google+ profile.

This is fair enough, but it is coming from exactly the same mindset as Facebook. Individuals build social networks around their Profiles, and companies, brands, media etc. build Pages (in Facebook) in which there are slightly different parameters on how you communicate with their network.
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