This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2010 Gartner, Inc. and/or its affiliates. All rights reserved. Social Organization April 2012 Stephane Niango Executive Partner conceptstechnologiesplanning

Why bother with Social? 1

Social Participation – no longer just “A Nice to have” The internet (or your intranet) is no longer just a channel… This is the platform of choice where your employees, clients, competitors and citizens lead their parallel lives. 2 Life 1 Physical One live Cradle - Grave Natural setting for typical life events Bounded by law of physics Life 2..n Virtual Many lives Create – Delete (at will) Emerging setting for all typical & new life events Unbounded by law of virtual

Presentation Agenda 1.Social Organization – concepts 2.Social Organization – technologies 3.Social Organization – planning 3

What are they…? A new perspective Social Organization CONCEPTS 4

Social media is no longer just a “Kid-Only” Playground 5 What are social Organizations? and what are they doing about the emergence of the social media (by their employees and clients)? 1.5 billion users between the big 4, -YouTube, Facebook, Twitter and LinkedIn YouTube, Facebook growing at 60% Over 60% are mature -Gen Y: 13 – 29yo -Mature: 30 – 74yo

Executives Know How to Lead an Organization From the Top to the Bottom

Managers Know How to Lead End to End According to Business Process

Our Organizations Are More Than Two Dimensional

Every Organization Is Social, but Not Every Organization Is a Social Organization

What Is a Social Organization? A social organization targets social media at important business purposes. Social organizations achieve otherwise impossible results by facilitating productive mass collaboration. Social organizations use mass collaboration to repeatedly tap into the collective genius of customers, employees, partners, etc.

What technologies…? Not just Facebook or Twitter… Social Organization TECHNOLOGIES 11

Social Technologies in Business 12

A Social Organization Is Different From Social Media Social Media Pilot Social Media Marketing Social Media Initiative Focus Area ✖✖ ✖ ✖ ✖ ✖ ManagementSocial MediaCommunityPurpose Social Organization ✔ ✔ ✔✔ ✔ ✔✔✔✔ ✔

Social Organization – purpose case Using communities to drive direct sales. Sales Building a community of customers to help each other solve problems with products. Customer service Investigating insurance claims. Fraud detection Creating ad hoc teams to address unanticipated problems. Operations Receiving system updates on social networks. Tech support Running background checks on possible new hires. HR Identifying influencers to get the word out about new products. Marketing Working with communities to help a company build credibility. Public relations Using input from communities to continually improve processes. Business process management Bringing more expertise and flexibility into the decision process. Decision making Following what the public thinks about your company to address problems early. Reputation management Creating learning communities in which people can learn from peers. E-learning Deriving information about the user's context to provide better information and functions. Context-aware computing Using social software to find people with special knowledge and skills. Expertise location Monitoring social software as an early-warning system to check for leaks of sensitive information. Security Building communities around social responsibility and sustainability. Public responsibility Attracting young workers with vibrant communities. Recruiting 14

What to do…? Don’t just deploy the technology Social Organization PLANNING 15

Create a Social Organization by Following Five Management Imperatives 1. Remember that it's all about productive mass collaboration, not the technology. 2. Treat social media strategically. 3. Take responsibility for creating and fostering collaborative communities. 4. Stay focused on purpose — the key to productive collaboration. 5. Guide and nurture mass collaboration — don't try to prescribe or control.

First Imperative: Remember That It's All About Productive Mass Collaboration, Not Technology Social Media Community Purpose Mass Collaboration

Refine Purpose GuideLaunch Second Imperative: Treat Social Media Strategically

Third Imperative: Take Responsibility for Creating and Fostering Collaborative Communities Change Contribution Feedback Judgment Results Purpose Community Collaboration Cycle EncouragesReceives BuildsCreates Results

Fourth Imperative: Stay Focused on Purpose — The Key to Productive Collaboration

Fifth Imperative: Guide and Nurture Mass Collaboration — Don't Try to Prescribe or Control

In summary…Social Participation – no longer just “A Nice to have” Remember…. Social networks are the platforms where your employees, clients, competitors, and citizens lead their parallel lives. 22 Life 1 Physical One live Cradle - Grave Natural setting for typical life events Bounded by law of physics Life 2..n Virtual Many lives Create – Delete (at will) Emerging setting for all typical & new life events Unbounded by law of virtual

Social Organization – the book 23

Thank you 24