1. Gautam Ghosh
Social Business Consultant
INNOVATION THROUGH SOCIAL
NETWORKING

2. About Gautam
 Engaging in virtual communities since 2000
 Blogging since 2002
http://www.gautamblogs.com
 Tweeting since 2007
http://twitter.com/GautamGhosh
 Website http://gautamghosh.net

3. When Media Changes
Everything Changes

4. Technology’s impact becomes
evident when it becomes
ubiquitous

5. 1
The future has already
arrived.
It’s just not evenly
distributed yet.
Source: William Gibson

6. 2
The tools are transient.
The values embedded in them
are persistent.

7. 3
To understand how social
technologies are changing
media and business,
begin by asking how they are
changing people and society.

8. Cognitive Surplus
 Author Clay Shirky
in his book “Here
Comes everybody”
talks about
Cognitive Surplus
 Making consumers
move to
Creator/Critics

9. Social technologies are not just
other tools

10. Fundamental shifts - content
 Authority  User Generated
 Influence (trust factor)
 Authenticity
 Broad/Generic  Niche Relevance
 Numerous Channels, Fragmentation
 Noise
 Buying Visibility  Earning Visibility
 Social Trending/Discovery

11. Fundamental shifts – talent
management
 Linear  Lattice Career Progression
 Flatter, Virtual, Collaborative, Project Based
 Accelerated Mobility
 Time in Tenure, Development Cycle
 Formal  Informal Learning
 Social Collaboration, Learning Networks
 Silo’d  Integrated Resourcing
 Full Time Alternatives
 Complexity

12. Fundamental shifts – nature of
work
Generalist Skills
1960 Oriented
Task Predictable Workload
Individual Contributor
Geographically Dependent
2012 Technical
Complex Knowledge Work
Collaborative
Team Based
Time Pressured
Mobile / Virtual

13. The Business Case

14. Benefits from Web 2.0: McKinsey Survey

15. Social Business
deconstructed
Social
Social Enterprise
Media
CRM 2.0
Marketing

16. Internal Collaboration
& Learning

17. Who Benefits?
Executive
Human Resources
Management
Improve employee
Turn the threats of
engagement, congenial
public social tools to
and flexible
the advantage of the
workplace, facilitate on-
organization
boarding new hires
Employee
Functional Manager
A forum to know the
Facilitate team
company, people and
communication, knowl
key information; Share
edge sharing and
and participate on
collaboration
range of topics
4 key stake holders © Qontext Inc. 2010 17

18. Examples
Microsoft calls it TownSquare.
Deloitte hosts D Street. What’s yours?
IBM has its Beehive, and
Best Buy its BlueShirt Nation.
© Qontext Inc. 2010 18

19. Impacting rewards and recognition
Chatter “turns the company into a meritocracy,” according to Marc
Benioff, who said SalesForce is “changing the compensation systems to
reflect the folks who are really making a difference.”

20. Crowdsourcing Innovation
 Dell Employee
Storm: Internal
ideation platform to
enable Dell’s
worldwide
community of more
than 80,000
employees to post
and discuss ideas on
topics ranging from
product innovation
to company HR
policies.
 Tools like
InnoCentive can do
the same for any
company
Source: http://thesocialworkplace.com/featured/1558/

21. Online Communities

22. What is an online community?
An online community is a group of people with
similar goals or interests that connect and
exchange information using web tools.
...
An online talent community is a group of people
that share an affinity for an
organization, profession or skill that connect
, share opinions, exchange information, and
collaborate using web tools.

23. Three distinguishing points
Connects Organization/Profession/Skill
with all Stakeholders Groups
COMMUNITY
Connects Members to Connects Members to
Other Members Non-Members (Discovery)

24. Dell’s Social Media and
Community University (aka SMaC
U) Course levels:
101: Principles
201: Dell’s Strategy
301: Brand Guidelines
401: Platform Specific
To date, 6,000 employees
trained and certified to
engage on behalf
of Dell
Photos provided by Dell. Dell Social Media and Community University.
24

25. HR as a Community
Facilitator?
 Natural Role
 Getting people to connect
 Change Agents
 Examples

26. THANK YOU
Gautam Ghosh
Cell: +91-73030-61713
http://www.linkedin.com/in/Gautam