Global Perspectives on Social Innovation

Workshop facilitated on Friday, June 20, 2014 at the Future Social Media Congress in Sydney, Australia.

Transcript

1. global perspectives on social innovation
3. Why we are here •  To share YOUR stories and ideas •  To talk about the larger social system •  To talk about impact and action
4. Plan for this morning •  Context for social innovation: technology/policy/culture •  Social media strategies via HBR •  Introductions of delegates •  The social conversation prism •  Table discussions: –  Big data and social –  New technologies –  Content 3.0 •  Review and wrap up
6. Technology Culture Policy What are the tools? How do they work together? How do people use the tools? Needs for localization? What’s our corporate strategy? What are the barriers? Process People
7. Who are you? What’s a recent success? What’s your strategy? culture
8. The “predictive practitioner.” This approach confines usage to a specific area, such as customer service. It works well for businesses seeking to avoid uncertainty and to deliver results that can be measured with established tools. policy
9. The “creative experimenter.” Companies taking this approach embrace uncertainty, using small-scale tests to find ways to improve discrete functions and practices. They aim to learn by listening to customers and employees on platforms such as Twitter and Facebook. Sometimes they use proprietary technologies to conduct internal tests. policy
10. The “social media champion.” This involves large initiatives designed for predictable results. It may depend on close collaboration across multiple functions and levels and include external parties.   policy
11. The “social media transformer.” This approach enables large-scale interactions that extend to external stakeholders, allowing companies to use the unexpected to improve the way they do business. policy
12. (Something else entirely) (I love stories of companies and agencies who don’t fit in any of the boxes.) policy
13. Who are you? What’s a recent success? What’s your strategy? culture
15. Social Networks Blogs and Microblogs Crowd Wisdom Q&A Social Commerce Social Marketplace Social Streams Location Nicheworking Enterprise Wiki Discussion and Forums Business Service Networking Reviews & Ratings Social Curation Video Content & Documents Events Music Livecasting Pictures Social Bookmarks Influence Quantified Self technology technology
17. technology Why a prism? (This is the most important question about global perspectives.)
20. What’s the intersection of big data and social? •  Improving at social listening? •  Is sentiment analysis useful for you? •  How to structure that data? •  Targeted marketing using social data? •  How to not be creepy? •  Best tools? Salesforce, Radian6, others? •  How to choose insights appropriately? Interpret? •  Anonymized vs. personalized big data? •  How to get data without budget? •  How to integrate social with the CRM tools/search
21. What’s the intersection of big data and social? •  Using data to understand what the customer has to say – and deciding on strategic responses based on their posts •  Integrating AB split posts/different responses to text/copy (number of clicks/ opens) •  Sentiment and the local community – motivation, specificity •  How we do data reporting (internally + externally) •  Analytic tools – Radian6, Sprout Social, HootSuite, SocialBakers, SumAll, SimplyMeasured, IconoSquare, FB analytics •  Problems of big data and lack of literacy from the consumer point of view – –  Brisbane has RFID readers in rubbish bins > demographics on suburbs – someone needs to ask these questions. No transparency –  Potential to sell routes on GPS systems – what mapping providers are selling •  Listening – knowing what people are saying about you is important –  Location based tools that don’t have to have specific mentions •  We want to have good customer experiences and share them – why do we get uncomfortable with it digitally? •  Inability for systems to understand context •  If you aren’t paying for it, then you ARE the product. •  Clever opportunism vs. resourcefulness •  Sign off each post or tweet with a person’s name to keep it personal
22. What’s the intersection of big data and social? •  Trends – use the past to predict the future •  Cross-analysis of big data sets for future decision making •  Social provides us with more data and another avenue to use it •  Competition: actively attack competitors based on what they are doing with your brand (stealing influencers) •  Correlate social and creative
23. What’s the intersection of new technology and social? •  Shift from customer acquisition to customer engagement •  Technology as social connection? •  Irresistibility of technology with millenials? •  Rise of wearables? How to get the public more excited about sensors? •  How does the cloud play a role? •  Best privacy practices for contextually relevant services? •  Best examples?
24. What’s the intersection of new technology and social? •  Conversation about wearables for gov health – definite game changer to enable our clients to look after themselves •  What IS social media? Are we actually on social? Can help you overcome geographic barriers but difficult to actually interact in a personal way •  Tech can be simple and fun to use in a meaningful/impactful way •  New opportunity for companies to embrace and affirm technology •  Tech is the “great enabler” •  How to make people more excited about sensors – more convenient, simple to use, i.e. digital passports •  Tech space can be very gimmicky – not always creating an actual separate experience – are we mimicking in a new format? Or doing something actually innovative? •  Wearable Experiments (Sydney)
25. What’s the intersection of new technology and social? •  Way finding vs. way following (are you developing spatial awareness?) •  Digital assistants •  Nuance – speech recognition –  Karen and Lee for Australian English •  “marketing value of appearing open” •  Profitability vs. utility •  Innovation cannot be reactive •  How you create iteration •  Mobile optimization •  Fitness check in/calorie monitoring tech •  Different services at different times of the day (context) •  Is a technology push back inevitable? •  Gamification of sensors (Nexercise) •  The line into creepy is inferring information vs. someone requesting – best practice is allowing customer to request •  Ecommerce data
26. How can we support Social 3.0 with Content 3.0? •  Insights > content > engagement > insights •  How do you work this in your context? •  “Your community is your client.” •  Use of aggregators? •  User-produced vs. company produced? •  Production vs. curation? •  Value of content personalization? •  Best practices?