Why is the corporate world going “social”?

  • Why are organizations massively introducing modern social collaboration technologies?

According to professional research, collaboration traditional tools are not that effective: staff spend 50% of their time searching for information, and on average, take 18 minutes to locate each document (Gartner). For an organization with 1,000 people, addressing the related time wasters is tantamount to hiring 213 new employees (IDC and Adobe 2012). On top of these productivity issues, only 13% of employees worldwide are engaged (Gallup, 2013).

For all these reasons, it does not make any more sense to invest only in them. Moreover, it is widely recognized that organizations need to adopt the modern social collaboration technologies, which have entered the market since 2000s. Using these tools has led to significant improvements in employee productivity, strategic alignment, talent management and job satisfaction in companies such as BNP Paribas, Orange, Proximus, Deloitte or Adidas, or in government administrations, such as the European Commission or the UK Government.
As the world gets more complex, the corporate sphere is going « social » to simplify processes and increase performance.

  • What are the latest trends and innovations in the field?

Office 365, Confluence Wikis, Google for Work, Slack, Facebook at work, Jive, Chatter, IBM Connections, Zimbra, BlueKiwi… are some of the internally hosted solutions and cloud-based softwares available on the market. These technologies evolve exponentially!

From my own experience, cloud-based softwares have less technical limitations than internally-hosted solutions and are often more cost-efficient and elastic. But to each virtue, its corresponding vice, they are also considered less secure.

Until now, there is not yet a single product that is the best-of-breed with all features that satisfy all needs. Employees will always request the latest technologies available on the market. This is why it is often better to go for an eco-system approach, where functionalities will be integrated as the new needs emerge. The aim of any organization should be to offer a “one stop shop portal”, a real digital workplace for both informal and formal contents.

  • How can we be best equipped to overcome the challenges related to this topic within our organization?

The adoption of a new social collaboration tool often implies a change in the way employees work.  In working environments where collaboration is limited and characterized by silos, successful cross-cutting collaboration requires a cultural change within the entire organization.

Staff will only use the new tools if they are guided towards them with a clear purpose and vision, as well as a clear understanding of the benefits and code of conduct. You will need to count on change agents, who will accompany small and large changes, in a positive way, facilitate conversations, and train employees at every level. In order to energize the collaboration, some supporting strategies and behaviors will be necessary. Obviously, a lot of efforts will be required during the transition period, but the return on investment can be high. 46 percent of workers say their productivity has greatly or somewhat increased because of social media use in the office (IPSOS, 2014).

This post was originally posted in IFE Learning Lab, Management and Innovation blog on 15 June 2015.

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Everyone is a media outlet

The pace of change is accelerating. People develop new behaviours and use cases every day for the most recent technologies available, starting with:

  • Everyone can become a medium

Anyone can share any feedback or experience, post videos or pictures, directly without intermediates. Organizations will need to find innovative ways to increase the number of times people talk about them positively.

  • Everyone requests relationships

Consumers need to adhere to brand values. This is because they will adhere to values, that they will create a lasting relationship with the brands. Thanks to new technologies available, organizations will finally be able to turn staff, which is their first audience, into ambassadors. Those ambassadors will play an instrumental role in communicating brand values more widely.

  • Shared experience

Since everyone is a media outlet, organizations will need to develop stories and experience to share. Proposals must have a high added-value. A vision and a strategic narrative about the “why” need to be co-written with staff and top-fans. Organizations will learn how to generate buzz from shared experience, and stand out in a saturated information environment (ex: Ice Bucket Challenge).

  • Co-creation

Organizations no longer have control over the messages. From a passive audience, they will develop active promoters and top-fans. Don’t forget that they can be “game-changers”. Audiences will have an important role to play to improve services, especially when products will only cost one euro. Organizations will have to learn how to make effective crowd-sourcing.

  • Consistency

People request coherence online and offline. They are used to move from one application to another. Regardless of the generation, what people want is a consistent and unique experience. Organizations will have to develop a good omni-channel strategy (vs multi-channel).

  • And local stories

Messages need to be translated into local stories. Witness the success of digital radio stations, for example. Strategic partners and stakeholders will be instrumental in making messages more local.

Everyone is a media is definitely a good reason to initiate the digital transformation of your organization. Still many questions for sure, but how many opportunities?