social media in the

enterprise just *is*

will mcinnes, nixonmcinnes

www.nixonmcinnes.co.uk

To begin with, more attention was given to how social media was influencing the external

communications environment

A growing body of people are interested in how social media is changing the inside of big

organisations (‘the enterprise’)

This is variously referred to as social business, social business design, social media in the enterprise, and

other such terms.

This is our current perspective on where that’s all heading…

background

While owl is wise, and eeyorepessimistic, pooh just is.

In our view, conversation about whether social media will fit in the enterprise is slightly patronising and pointless - it is just happening, is irresistable and unstoppable…

Hat tip ‘The Tao of Pooh’

‘The changes’ already exist in real world

‘safe’ internal tools are failing

“At first, Twitter can be overwhelming, but think of it

as a river of data rushing past that I dip a cup into

every once in a while”. - David Carr, NYT

our future is flow-like*

*(Hat tip to master flow thinker Stowe Boyd)

our faith is fuelled by real experiences

confidential & successful!

We’ve helped WWF UK pilot Yammer with success. We also run social media working groups inside several large enterprises - nurturing and supporting change.

“We’re seeing all kinds of serendipitous connections across projects, cultures and

time zones.”Brian Robins, chief marketing officer at SunGard

commenting on the ROI of Yammer in his organisation (not a NixonMcInnes client)

Image with thanks: http://www.flickr.com/photos/mdenie_ledna/3845162900/

(what ROI for serendipity?)Image with thanks http://www.flickr.com/photos/inti/3623527842/

DecentralThe goal is self-organising, low-

friction systems that get stuff done

“no one bee knows the overall state of the system”

Hat tip The Social Insects Laboratory, University of SussexImage with thanks: http://www.flickr.com/photos/versicolor/1880313854/

we see social blurring and reconnecting pathways inside

‘the enterprise’

social brings speed

“According to Boyd, decision-making occurs in a recurring cycle of observe-orient-decide-act. An entity (whether an individual or an organization) that can process this cycle quickly, observing and reacting to unfolding events more rapidly than an opponent, can thereby "get inside" the opponent's decision cycle and gain the advantage. Boyd emphasized that "the loop" is actually a set of interacting loops that are to be kept in continuous operation during combat.” - Wikipedia

Why don’t we create social games inside the enterprise?

Toyota Prius drivers change their driving behaviour to ‘compete’ with the miles per gallon ‘score’ on the dashboard.

Tom runs more because of the transparency and social effects his Nike + brings.Hat tip Russell Davies

“hyperlinks subvert hierarchy” - cluetrain manifestoImages with thanks http://www.flickr.com/photos/polandeze/1312331939/

http://www.flickr.com/photos/haversack/200521089/

this is all irresistable!

Suggested ROI themes:• speed• happiness & engagement• serendipity

Image with thanks http://www.flickr.com/photos/39242181@N00/111797197/

Those are my thoughts: your mileage may vary :)

our blog: www.nixonmcinnes.co.uk/knowledge

our twitter: www.twitter.com/nixonmcinnes

our ebooks: www.nixonmcinnes.co.uk/ebooks/

twitter.com/willmcinnes