Can Social Business Reshape the Organization

Organizat

Soc
Can Social Business
Reshape the Organization?
Busines
Rawn Shah
Strategist
Reshape

@rawn
s

© 2012 Rawn Shah

Where You Can Find Me
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Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

1904 World’s Fair – St. Louis, Missouri, USA

Max Weber
The Protestant Ethic
and the Spirit of Capitalism

The Palace of Manufactures


Has the West lost
its Work Ethic?


Hours Worked per Year in the West and the East, 1950–2009

The Conference Board, Total Economy Database 2012
Source: N. Ferguson, Civilization +
Is ‘Hours Worked’ an indicator of Work Ethic?

Image: courtesy Fiat official pictures on Autoblog, http://www.autoblog.com/2011/11/16/2012-fiat-500-abarth-brings-accessible-italian-performance-to-am/

Crushing
Pulverizing
Melting

Assembling
Packaging
Warehousing

Cutting
Milling
Polishing

Image: Gongchang Worldwid Factoris, http://www.gongchang.com/Cast_iron_ingot-dp12952980/

Back when

Men wore
Stovepipe Tophats

Women wore
Corsets & Bustles


So, How might the
Organizational model
change?


“Predictable
Specialization & and Planned”
Focused to Function

Repetitive
Silos predetermined
Workload

Systematic
Workflow Best
Practices

Production Goals
& Quantity


“Change is
Multi-disciplinary
Omnipresent
and Continuous”

Non-repetitive
Cross- Variable
functional Workload

Pragmatic
Task focused Versatile
Ideas

Evolving Goals
& Quality


 "Knowledge worker
productivity demands
that we ask the
question:
"What is the task?"
—Peter F. Drucker

Source:
Social Businss Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah
Drucker, Management Challenges for the 21st Century, Butterworth-Heinemann, Oxford, 1999
Drucker, Managing for the Future, Butterworth-Heinemann, Oxford, 1992

Connect Learn

Organize Respond

Decide Optimize


Connect


“One of the great paradoxes of the
revolution now being called “social business”
is the near total lack of participation by the
corporate group (IT) that led the last great
corporate revolution.”

- Paul Gilin, BtoB Magazine, May 23rd 2012

Source: Paul Gilin, CIOs squander social business opportunity, May 23rd 2012 http://www.btobonline.com/article/20120523/SOCIAL/305229989/cios-squander-social-business-
opportunity
The Economist Intelligence Unit, Pulse Point Group, The Economics of the Socially Engaged Enterprise, March 2012 http://www.pulsepointgroup.com/staging.pulsepoint/wp-

The New Social Selling / Marketing

Leads & Customers

Market Market
Communications Communications
Department Individuals

Three Myths about What Customers Want
1. Consumers Want to have a Relationship with your Brand
2. Interactions build Relationships
3. The More Interaction the Better

Source: K Freeman, P Spenner, A Bird, Three Myths about What Customers Want, Harvard Business Review, May 23, 2012,
http://blogs.hbr.org/cs/2012/05/three_myths_about_customer_eng.html

Image Source: IBM Collaboration Sales. – iSocial Planner for CMOs app

Salespeople

Market
Communications
individuals

Market Communications
Department or Individuals

IBM Institute for Business Value study:
“Today’s CMO: Innovating or Following?”

3M Australia: Corporate character grows more critical in the networked age…

‘Every employee has become a touch-point for the brand’

“We want employees to be excited about the company’s values and history
as an innovator, so they can be a constant touch-point for the brand
essence.”

“Please take this to your Employers leveraging
relationships outside the “Beyond-the-Employer”
company” Professional Social Networks

Source: IBM Institute for Business Value, “Today’s CMO: Innovating or Following?”, 2011, http://www-935.ibm.com/services/us/gbs/thoughtleadership/ibv-cmo-prestudy.html

It is easier to
Redirect
Lightning than
to Generate it


Anyone in the Organization

Market Communications
or Other Departments

Blogging or
Social freelance
networks writing
of contacts
Participation Live events,
in online meetings
communities
Central Issue: Personally-
Crowdsourcing /
owned
“Please take your work devices at work Collective Intelligence

home” Your Location
Co-working and
data
shared physical spaces

Personal Life Personal Life

Work Life Work Life

IT / Working with
computing
access
Remote
coworkers & Central Issue:
Workload
employees
“Please bring your
exceeds
Work-related
the life to work”
workday
Stress management Computerization
Working of Job tasks
across timezones


New Assets, New Skills

 Personal data from online activity creates [a]
new asset class touching all aspects of society
 Need an End user-centric view of transparency,
trust, control, value
 Juggling priorities and loyalties
Personal Data: The
– to employer, to self, to communities Emergence of a New Asset
Class
World Economic Forum
2011

 To keep pace, increasing need for
frequent of task & context-switching
and
cognitive load management
Future Work Skills 2020
Institute for the Future +
Univ of Phoenix Research
Institute, 2011
Source:
World Economic Forum, “Personal Data: The Emergence of a New Asset Class”, Jan 2011, http://www3.weforum.org/docs/WEF_ITTC_PersonalDataNewAsset_Report_2011.pdf
Institute for the Future for the University of Phoenix Research Institute, “Future Work Skills 2020”, Apr 2011, https://www.phoenix.edu/research-institute/publications/2011/04/future-work-skills-
2020.html Social Business Forum 2012 -- http://slideshare.net/rawnshah © 2012 Rawn Shah

Learn


Image Source: Rawn Shah

How do you Change the
Organization model
in a dynamically
shifting world?


Decentralize to Empower Leadership & Responsibility

Multi-point touches
Relationships
Shared Responsibility

Decentralizatio
Centralizatio

Transparency &
Knowledge
Accountability
n

n
Process Socialize and Shift

Soft Power
Control
& Influence


Case: How to extend Banking hours to Sunday

“We made our employees part of a highly
transparent decision making process - Wendy Arnott,
VP of social media & digital
communications, TD Bank Group
..shifted to pride and excitement about
being open on Sundays for our customers”

Case: How to Continue Revenue momentum

2005-2010
Revenues
increased
3400%

Client Info Center:

“TRANSPARENCY is the key driver”


Changes to Processes & Workflow

Enhance Embed into Recenter Zoom Shift the
the Edge the Flow the tasks Out Big Picture

Improve simple Encourage Focus on social Examine the Restructure
tasks on the more people to qualities: trust, overall process related business
edge of move it into engagement, and other functions and
business their core work transparency, related ownership of
flow co-ownership processes responsibilities


Changes to How we Motivate People

“Soft Power”
“As we think of power in the 21st
century, we want to get away from
the idea that power’s always zero
sum
— my gain is your loss and vice
versa.

Power can also be positive sum,
where your gain can be my gain.”
-- Joseph Nye

Source: TED.com http://www.ted.com/talks/joseph_nye_on_global_power_shifts.html

1904 World’s Fair – St. Louis, Missouri, USA

The Palace
of Electricity

 Work on the productivity of the knowledge worker has barely begun…
[We are] roughly where we were in the year 1900 in terms of the productivity of the
manual worker.
 Nevertheless, we already know infinitely more about the productivity of the knowledge
worker than we did then about that of the manual worker

— Peter F. Drucker


Reshapes

Soc
Organizations
Busines
Rawn Shah
Strategist
Reshape

@rawn
s


Can Social Business Reshape the Organization

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