The SOCIAL ORGANIZATION

1. The SOCIAL ORGANIZATION Mark P. McDonald Harvard Business Review Press http://blogs.gartner.com/mark_mcdonald/ Twitter: markpmcdonald http://bit.ly/socialorgbook

2. The Social Organization Webinar 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?

3. 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

4. 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

5. The Social Organization Webinar A 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

6. The Social Organization Webinar 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

7. The Social Organization Webinar Social Media and the Crowd

8. The Social Organization Webinar Social Organization and Purpose

9. The Social Organization Webinar Mass Collaboration is the goal Community Mass Collaboration Social Media Purpose Page 10, Kindle Location 252

10. The Social Organization Webinar The Fundamental Cycle of Collaboration Purpose Contribution Results Encourages Receives Community Collaboration Cycle Change Feedback Creates Builds Attention Judgment

11. 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

12. The Social Organization Webinar

13. The Social Organization Webinar Page 121, Kindle Location 2002

14. The Social Organization Webinar Page 121, Kindle Location 2002

15. The Social Organization Webinar Success in Social Media Just enough structure … … Not for the Community But for the Company !

16. 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

17. Refine Purpose Guide Launch The Social Organization Webinar Social Organization Approach

18. The Social Organization Webinar Establishing a vision for mass collaboration. Ideas Purpose Contribution Community

19. The Social Organization Webinar Organizational Strategy Content Purpose Connection Community

20. The Social Organization Webinar 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.

21. The Social Organization Webinar Purpose Matters Purpose Statement Why you volunteer your time, experience, attention, energy, ideas ! Why the organization seeks to support social media !

22. The Social Organization Webinar Launching a Community one at a time

23. The Social Organization Webinar Launching 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

24. The Social Organization Webinar Social 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

25. The Social Organization Webinar Person to Person Architecture

26. The Social Organization Webinar Guide the CommunityAdapt the Organization

27. The Social Organization Webinar Guide Don't Try to Prescribe or Control Performance Purpose Participation Collaborative Community Collaborative Community Organizational Connection Value Creation Chapters 8. 9, & 10

28. The Social Organization Webinar What is your level of social readiness? Fusing Forging Folly Formulating Fearful Flippant gartner.com/socialreadiness

29. The Social Organization Webinar 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

30. The Social Organization Webinar 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.

31. The Social Organization Webinar Questions

32. The SOCIAL ORGANIZATION Mark P. McDonald Harvard Business Review Press http://blogs.gartner.com/mark_mcdonald/ Twitter: markpmcdonald http://bit.ly/socialorgbook