Tim Walters, Digital Clarity Group
The State of Social (right) now
Enterprise social should make work not only more efficient but better.
In Germany 75% of employees are not engaged (innerlich gekündigt – for the Germans).
The evolution of Social is still evolving slow. And we are getting anxious if it will happen.
Jane McConnel: Decrease in the interest of Enterprise social software signals a shift from tool to behaviour.
People are using ESN weekly – not horly as we would have expected. And these are the early adopters.
MIT (2013): Social Business: Shifting out of first gear.
Social Business maturity – over 50% gave only 3 or less fot their company (scale 1-10)
Is the Social game over?
Social tools are the green eggs and ham of enterprise software. Continously offered but nobody wants it.
So, why is social not working?
Misunderstanding of social – no direct correlation to work
Platform megalomania – the cover- all digitale workplace does not work. No single installation. It works only for standardized/formalized processes.
Inattention to knowledge processes – not formalized
“Up with people!” – singing white toothed songs are not enough.
Finally, it’s all about the people.
So, why is Enterprise Social Adoption as it is? First a hype, than a breakdown. (aka Lemming curve).
In Enterprise Social it is not only for people but for people at work. And here you may have different interests (e.g. going home early).
= show clearly how it helps people to achieve their goals
Why is social not working, Jane?
Lack of urgency
Middle Managment forgotten
No real empowerment
Fragmented digital environments
Forgot about the change
We need to tackle the big How?
And the Why.
Not the What.
Why? Traditional business is broken..
Company performance is declining since 1965. Continously.
..and rewards dehumanizing management
How? Ask the Change Agents Worldwide for example.
The philosophers have only interpreted the world of work in several ways. Now you have to change it.
The remaining question is the WHO should change it.
They, we, you, I?
But the main driver for the change of conditions needed is the empowered consumers (CEM). Consumer is not a person any more, its the new name for change processes.
Millenials will help you to understand this change. Value them.
You may hate gravity, but gravity does not care. (C. Christensen)
Think of CEM as gravity
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