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Digital strategy | Social business | People-centric biznology
Somehow I forgot to post these here despite having uploaded them ages ago to Slideshare. Oh well, here are my slides from the keynote I did at the OMMA track of SXSW earlier this year.
<div style=”margin-bottom:5px”> <strong> <a href=”http://www.slideshare.net/ethanmcc/omma-slides-ibmsxsw” title=”Enterprise transformation through social media” target=”_blank”>Enterprise transformation through social media</a> </strong> from <strong><a href=”http://www.slideshare.net/ethanmcc” target=”_blank”>Ethan McCarty</a></strong> </div>
Comments Off Posted by Ethan McCarty on March 22, 2013
Jon Iwata lays out the logic and emotion of IBM’s brand in a tidy two minutes. Worth watching. And rewatching.<p><a href=”http://vimeo.com/62205426″>“IBM on Brand” by Jon Iwata</a> from <a href=”http://vimeo.com/vsapartners”>VSA Partners</a> on <a href=”http://vimeo.com”>Vimeo</a>.</p>
Comments Off Posted by Ethan McCarty on February 6, 2013
I keep meaning to share this presentation about social business that I did at Ragan‘s event late last year…
<div style=”margin-bottom:5px”> <strong> <a href=”http://www.slideshare.net/ethanmcc/20121128-ragan-mccarty” title=”Social Business @ IBM” target=”_blank”>Social Business @ IBM</a> </strong> from <strong><a href=”http://www.slideshare.net/ethanmcc” target=”_blank”>Ethan McCarty</a></strong> </div>
Comments Off Posted by Ethan McCarty on January 28, 2013
To all of @IBM’s community managers…and community managers worldwide: Thank you for being the internet’s connective tissue! #CMAD
Comments Off Posted by Ethan McCarty on January 2, 2013
Organizations that allow and encourage individuals/employees to become comfortable integrating their personal and professional personae aren’t getting enough press. That is to say, we are all experiencing the convergence of organizational brand & culture with personal identity that is unprecedented — and the organizations that will win in this era of greater data transparency, permanence, velocity and discoverability will be those that can attract and retain people who improve company culture by embodying the company’s character. Essentially, social brand strategists need to create intentional systems of engagement that share benefit with employees and allow these individuals to contribute positively to how the brand is experienced. Naturally, this is especially true for business to business firms. It might even be a no-brainer when we look back one day.
One externally visible representation of this strategy in action is www.ibm.com/voices where we have begun to experiment with a data service (rendered there on a web page pretty simply) that combines our “official channels” with those of some of IBM’s subject matter experts. This juxtaposition of the individual IBMer’s expertise and the official channel content seems to have an overall improving effect — for the brand channels, you get additional legitimization because they’re right there with individual people. For the IBMers, they get the credibility of being in this special data service (which leads to more exposure etc for them.) We have been building out the criteria, guidelines, registration systems, training etc on the back end for this for a while — but more importantly, we can do this because at IBM we have been working a long time on creating a values-led culture, which somewhat mitigates risks and tends to improve the likelihood that the quality of the interactions will be good (thus
obviating decreasing the need for micro-management).
I think this all indicates a new value exchange emerging between employees and firms — authenticity for credibility — and it can flow bidirectionally depending on the context.
*This blog post is an edit to an email exchange I had with Kare Anderson, who is hosting the panel discussion I’m on next week at New Media Expo in Las Vegas, “Driving Social Business Results at Scale” .
Just the other day I participated in a webinar where the social media ‘expert’ describing his program used the following phrases in less than 15 mins:
- “boots on the ground”
- “battle for mindshare”
- “the enemy”
- “attack the competition”
- “laser focus”
- “Shotgun approach”
- “social media bootcamp”
- “Trojan horse”
- “turning the battleship”
- Referred to employees as “troops”
And it wasn’t just this one guy…I hear this language of war applied all the time to marketing and communications….”battle for hearts and minds” “on target” “crusade” “tip of the spear” etc etc.
I find it particularly disturbing because so many people in our field overtly declare themselves passionate advocates — and even evangelists — for doing things in new, social, highly collaborative, inclusive and innovative ways. The whole war-as-metaphor seems like a colossal miss.
I am all for spirited competition and passion in our work, but can we agree to try to give the war words a rest? Heck, I will take impenetrable marketing lingo over jingoistic jargon any day. Leverage THAT synergy, pal.
I was invited to speak at LinkedIn TechConnect 2012 and they posted the following video of the session I was in moderated by Mike Weir, Head of Category Development, Tech Sector, Marketing Solutions, LinkedIn and featuring Rishi Dave, Executive Director, Enterprise Solutions & Business Digital Marketing, Dell and Maria Pergolino, Senior Director of Marketing, Marketo.
Apologies in advance for the form (looks like LinkedIn may be harvesting some email here…no doubt well worth it!)
When it comes to making the enterprise workplace more digital and social, I don’t think we’ve made it clear enough what behaviors are expected around the roll-out of just about any kind of interactions in digital media…we’ve relied too heavily on institutional inertia which has a kind of gravity towards the lowest common denominator in many cases.
What if you were launching something called “Anonymous Business” instead of social business? What would you do…activate evangelists and coaches and create online tutorials about how to be anonymous and and antisocial while at work?
“Top tips for ignoring your colleagues’ contributions”
“Six easy steps to sending emails from system IDs with incomprehensible instructions”
My point with the silly example is that in absence of definitive behavioral signposts, you have essentially done the alternative.
Meanwhile, there are alternatives…though we haven’t really made it happen yet. I remember someone telling me about a sign that was up (may still be) in every single Intel meeting room, including the board room, that listed steps for productive meetings (a bit of googling and here’s a link) Talk about pervasive, contextual cultural signals! Can you do something like that in the context of your company’s digital toolset? Not just offer how-to instructions, but cultural signposts as well?
We’ve applied some light gameification to some of our how-to guides and enablement materials for the adoption of social business tools and platforms. It’s not much a cultural signpost yet, but I think there’s potential.
Does anyone have examples of behavioral signposts in the context of digital systems?
So as I mentioned a couple weeks ago, I planned to visit India and, well, here I am in Bangalore. Today I spoke at AdTech about the emergent conflict between individual and organizational values that is brought into an acute state due to nearly-ubiquitous participation in social media. I’ll share my slides and notes etc from the conference later (basically, I think the companies that crack the challenge of aligning their organizational values with the values of their employees will have a competitive advantage….and that we digital marketers have a special responsibility since we are literally creating the digital, social human experience.)
But in the meantime I just wanted to post one more time about the “Ugly Indian” video — primarily because I think it is a fantastic demonstration of good people doing good things, but secondarily because it underscores my point that a company can gain a competitive brand advantage when by aligning its values to those of the people working for it. At the end of the day, this is a video made for very little cost that has earned more than 176,000 views in a mere three weeks…not to mention nearly two hundred comments (almost universally positive.)
Third, and certainly not least, I had the privilege of meeting some of my IBM colleagues who participated and organized the cleanup. They are heroes to me.