THE SOCIAL
ORGANIZATION
Mark P. McDonald
Harvard Business Review Press
http://blogs.gartner.com/mark_mcdonald/
Twitter: markpmcdonald
http://bit.ly/socialorgbook
The Social Organization Webinar
2
A 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?
The Social Organization Webinar
Why 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
3
The Social Organization Webinar
Convince 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
4
The Social Organization Webinar
5
A Social Organization resolves the
fundamental tensions in social media.
 Task Force
 Participation
 Assignment
 Collective
 Security
 Transparency
 Prescriptive
 Independence
 Ad Hoc
 Persistence
 Determinism
 Emergence
Page 27
Page 13
The Social Organization Webinar
6
Tension 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
The Social Organization Webinar
Social Media and the Crowd
7
The Social Organization Webinar
8
Social Organization and Purpose
The Social Organization Webinar
Mass Collaboration is the goal
Community
Mass
Collaboration
Social
Media
Page 10, Kindle Location 252
Purpose
9
The Social Organization Webinar
10
The Fundamental Cycle of Collaboration
Purpose
Contribution
Results
Encourages
Change
Receives
Community
Collaboration
Cycle
Creates
Feedback
Builds
Judgment
Attention
The Social Organization Webinar
11
Enable Mass Collaboration Behaviors
Emergent Structures
Collective Intelligence
Expertise Location
Building an understanding of
how things work in reality
All of us are smarter than any
one of us
Finding the right people
regardless of where they
Flash Coordination
Relationship Leverage
Interest Cultivation
Swat Teams for Complex
Customer Service
Reaching the masses
interactively
Bringing together birds of a
feather
The Social Organization Webinar
12
The Social Organization Webinar
Page 121, Kindle Location 2002
13
The Social Organization Webinar
Page 121, Kindle Location 2002
14
The Social Organization Webinar
15
Success in Social Media
Just enough structure …
… Not for the Community
But for the Company !
The Social Organization Webinar
How 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
16
The Social Organization Webinar
Social Organization Approach
Refine
Purpose
Launch
Guide
17
The Social Organization Webinar
18
Establishing a vision for mass
collaboration.
Ideas
Contribution
Purpose
Community
The Social Organization Webinar
19
Organizational Strategy
Purpose
Community
Connection
Content
The Social Organization Webinar
20
Purpose 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.
The Social Organization Webinar
21
Purpose Statement
Purpose Matters
Why you volunteer your
time, experience, attention,
energy, ideas !
Why the organization
seeks to support social
media !
The Social Organization Webinar
22
Launching a Community one
at a time
23
The Social Organization Webinar
Launching a Collaborative Community
Participation
Seed
Blitz
Sustain
• Early adopters
• Viral growth
• Initial content
• User generated content
• Refine functionality
• Purpose roadmap
• Solution beta
• Emergence
“Tipping Point”
Time
24
The Social Organization Webinar
Social Technology Capabilities
General
Specialized
Supporting
• Social networking
• Idea engine
• Alerts
• Wiki
• Prediction market
• Tagging, badging
• Blogs
• Crowdsourcing
• Social analytics
• Microblogs
• Answer marketplace
• Subscriptions
• Treaded discussions
• Web reputation
• Social status
• Social feedback
• Viral campaign
• Mobile
• Social publishing
• Social learning
• Context aware
Page 112, Kindle Location 1864
The Social Organization Webinar
Person to Person Architecture
25
The Social Organization Webinar
Guide the Community
Adapt the Organization
26
The Social Organization Webinar
27
Guide Don't Try to Prescribe or Control
Performance
Purpose
Participation
Collaborative
Organizational
Value
Community
Connection
Creation
Chapters 8. 9, & 10
The Social Organization Webinar
28
Formulating
What is your level of social readiness?
Folly
Fearful
Fusing
Forging
Flippant
gartner.com/socialreadiness
The Social Organization Webinar
29
The 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
The Social Organization Webinar
30
Becoming 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 Organization Webinar
Questions
31
THE SOCIAL
ORGANIZATION
Mark P. McDonald
Harvard Business Review Press
http://blogs.gartner.com/mark_mcdonald/
Twitter: markpmcdonald
http://bit.ly/socialorgbook