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Enterprise leaders seek to understand the critical role that culture and etiquette play in workforce transformation and in adoption of social business programs. This presentation explores professional interactions among colleagues over online social networks inside the firewall, with particular emphasis on colleagues who do not have an established professional relationship. Read the IBM Social Business Insights Blog for more information --> http://ibm.co/xInSr7
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© 2011 IBM Corporation
Social Business BehaviorThe changing nature of culture, etiquette and personal interaction in the workplace
Jacques Pavlenyi – Market Segment Manager, IBM Collaboration Solutions02/27/2012
© 2011 IBM Corporation
Bringing social tools into the enterprise
• 200 million tweets sent via Twitter per day
• 30 billion pieces of content are shared on Facebook each month
• Wikipedia hosts 17 million articles
Find and share information instantly
Rise of social networking and mobile devices
The world is changing: people are empowered like never before
• 66% of online adults use social media platforms such as Facebook, Twitter, MySpace or LinkedIn
• Smartphone and tablet shipments now outpace PCs
• 41% of GenY say social media is important to them in the workplace
• 64% of GenY download unauthorized applications at least once a week to get their job done
Source: Prescient DigitalSource: 20 Stunning Social Media Statistics, Written by Jeff Bullas
Source: Pew Internet & American Life ProjectSource: IDC Predictions 2 012 : Competing for 2 020
© 2011 IBM Corporation
Traditional roles and processes across the business network are evolving, forever changing the way organizations operate
leading the conversations that define brands
self-forming teams around fast moving opportunities
becoming on-demand extensions of the enterprise
As barriers between people disappear, organizations are learning to tap into collective intelligence, advocacy and distributed talent to drive business results.
Employees Customers Partners
© 2011 IBM Corporation
A social business optimizes interactions among people to gain a competitive advantage
By removing barriers, a social business allows people to apply expertise and insights that improve and accelerate results across business functions:
Customer Care and Insight
Product and Service Innovation
Workforce Optimization
© 2011 IBM Corporation
A social business optimizes the workforce – enable the right talent and content to come together at the right time
Real Results: 25% increase in revenue with 40% fewer staff
30% - 50% reduction in time to process customer service Inquiries
● Mobilize for speed and flexibility to rapidly respond to customer demands and changing market conditions
● Rapidly develop and deploy skills and capabilities to the right business opportunities
● Improve leadership development to retain top talent and develop the next generation of successful leaders
● Capture productivity gains: social tools used internally with employees can increase productivity by as much as 11-30%1
Source: 1 IDC,
© 2011 IBM Corporation6
This social transformation is impacting, and is deeply impacted by, culture, etiquette and workplace inter-personal behavior
Etiquette in building relationships Etiquette in interactions that vary by tool and communication types Etiquette in responding to others Etiquette in including and acknowledging others Etiquette of mass communications over social networks versus spamming Understanding differences in perspective Recognizing context in online interactions Risk: behavioral impacts on security, policy and governance
© 2011 IBM Corporation7
Why should businesses care about culture and etiquette?
“Culture eats Strategy for lunch...”-- Coffmann Organization, 2009
STRATEGY
CULTURE
© 2011 IBM Corporation8
Social transformation and adoption can be accelerated when existing culture and etiquette is taken into account
Behavior not aligned to strategy New employees do not understand
what is trustworthy or successful behavior
Experienced employees focus on “command and control” of unsuccessful behavior
IGNORING CULTURE EMBRACING CULTURE
Behavior aligned to organizational principles and values
New employees better understand trustworthy behavior
Experienced employees focus on coaching and share wisdom about successful behavior
Source: EverystockPhoto.com
© 2011 IBM Corporation9
Read “Social Business Behavior” to learn more
● Why alignment of culture and social media technology matters more than ever● Impacts to consider for adoption and organizational change● Recommended actions for sustainable and successful transformation
http://ibm.co/xInSr7
