Jennifer Okimoto spoke about social business at yesterday’s Canadian Women in Communications (CWC, @cwcafc) meetup in Toronto. Since she’s a friend, former colleague, and all-around awesome person, I just had to catch up with her while she was in town. I was amused to turn up in a couple of her stories. =) Here are my notes from her talk. Click on the image for a larger version.

Feel free to share this! (Creative Commons Attribution License) Like these? Check out my other sketches for more. You can find out more about Jennifer Okimoto on Twitter (@jenokimoto) or LinkedIn.

For your convenience and ease of sharing, you can find this page at http://sach.ac/socbizjen .

Sketchnoter’s notes: I did these sketchnotes on paper because I didn’t have my tablet PC with me. I used a black Pilot V5 Hi-Tecpoint on a legal-sized sheet of paper. It turned out that my flatbed scanner can’t handle legal-sized sheets of paper and my margins were too small for the sheet-fed scanner, so I cut it in half (hooray for plenty of whitespace!), scanned the pieces, overlaid them in Autodesk Sketchbook Pro, erased the overlap, and desaturated the layer to get rid of the slight greenish cast. I added the blue colour by drawing a separate layer in “Add” mode. Since I drew in ink, I decided to leave the contrast as varying instead of redrawing everything digitally. Drawing on paper makes me miss working digitally (those nice, clean, confident lines!). <laugh> Next time!

Click on the image for a larger version or contact me for a high-res version (2608x1600px). Feel free to share this under the Creative Commons Attribution 3.0 licence.

Lots of great research released under Creative Commons. Yay Jeremiah Owyang and Altimeter!

Quick notes for searching, more later: Social business hierarchy of needs: Foundation –> Safety –> Formation –> Enablement –> Enlightenment

If you like this, you might also like:

• my notes from the previous Third Tuesday Toronto talk (Engagio)
• more sketchnotes from meetups and books
• the Third Tuesday Toronto meetup group
• other cool sketchnotes around the Web

Enjoy!

Here’s the text from the image to make it easier to search for:

Jeremiah Owyang
Third Tuesday Toronto: May 14, 2012
Sketchnotes: Sacha Chua (@sachac): LivingAnAwesomeLife.com

untrained employees
advanced companies prepare internally first

~180 accounts for average enterprise
-only 25% active
Social media mostly separate from rest of site/db

Frequency of social media crises
-exposure to poor customer experience
-poor influencer relations
-violation of ethical guidelines rogue employees

Social sanitation
Reinforcing bad behavior
We’re teaching them to yell at their friends.

Constantly getting ahead of themselves.

Advanced companies
Social business hierarchy of needs

5 Englightenment
4 Enablement Empowerment scaling
3 Formation asset inventory Center of Excellence
2 Safety Team workflow Crisis prep
1 Foundation Policy
Education required
social media & communities

Holistic
Real-time
Predictive
Predict what customers are going to do
Integrate into databases, etc.
Build better products
Tap employees

self-serve hubs Chatteratti (EZE help, compensation) bit.ly/Altimeter Social

strategic internal communications tactic
Governance
Policy
Guidelines
Training
important for scaling

10.8%
Decentralized centralized

41% Hub and spoke
sometimes on their behalf

18%
Dandelion
COE empowers business units

1.4%
Holistic
Safe & consistent
(Best Buy, Zappos)
I do customer support

Team Aug. 11
1.5 social strategist 3 comm manager soc media manager 1 analyst 1.5 dev

content strategist, emerging role
-editorials, ex. journalists, comm agencies…

Education
-Executives
-Strategists/Business units
-all employees

Access
-Tools
-Everyone has access & must be trained

Listening centre
some involving business unit centres
triage
-good
-bad
-ugly

FireBell simulation of social media crisis

Most crises: Friday afternoon

Q&A: #3TYYZ
-Analysis? CRM, Omniture (Adobe), SAS, Eloqua… A number of different directions. System integrators.
-Adobe Social. Very bullish, if they can act like a small company. Paid, earned, owned media
Also watch Lithium Technologies & bazaarvoice (300% ROI for ratings). New ad units, IBM social metrics.
-Soc media correlations? Social loyalty (people are loyal to each other), gamifications.
C-suite: Novelty, fear, potential for new business models.
any data company stands to gain early in the space, lots of experimentations
-Social software: Combrian explosion. Lots of duplicate companies, VCs investing in clones
Best-in-class will probably connect with each other.
-Startup? Yes, but you can go through steps faster. Our research focuses on enterprise, but can still help.
-Soc media agencies? Ads right now. May need to restructure. Everything starts with earned.
-Disclosure? Vendors unlikely. Agencies making tech-agnostic methodologies.
-Facebook fans? Loose affinity. Facebook wants people to pay.
-Product is info? Utility, etc. Go up a level: Lifestyle, workstyle. G8, IBM.
Get clients to tell stories. See banks for examples. Orsten in.

 

(Click on the image for a larger version)

William Mougayar shared lessons learned from serial entrepreneurship at the Third Tuesday Toronto meetup. He also demoed his recently funded startup, engag.io, which promises to be a social inbox for comments and conversations across different websites.

My thoughts after the talk:

• Blog comments and online interactions are great ways to build trust relationships. (Hear that? Comment more! )
• It would be nifty to have a social inbox, particularly one that’s also a relationship management tool
• $500k seed funding can get people pretty darn far
• It’s fun getting speakers to autograph the sketchnotes =)

Were you there or have you attended other talks by William Mougayar? Have you used Engagio? (Seems to be down at the moment, pity.)

One nifty thing about Third Tuesday Toronto is that they fly speakers in and they coordinate with meetups in other cities to get the maximum coverage. Join the meetup to find out about upcoming events.

Related links:

• William Mougayar
• Engagio
• Third Tuesday Toronto

If you like this, you might also like my other sketches. I like turning presentations and books into quick, easy-to-review images. Enjoy!

Here’s the text from the image to improve people’s ability to search for it:

William Mougayar @ Third Tuesday Toronto
@wmougayar @engagio
See also Paul Graham’s chart

Stages of a startup
Clear vision or Blurry vision (more realistic)

When Christopher Columbus set sail, he didn’t Google America.

Social Capital
Got to know people through blogs
I’ve made 3,000 comments on Fred Wilson’s blog
Got asked to moderate Fred Wilson’s blog
8 weeks to a minimum viable product
Demo of engagio
-inbox
-My contacts
-Person’s profile (one place to follow)
-Sites
Neat, would like to try this out
5 Lessons
1. Be wary of selling enterprise software
Very difficult to sell to a large company when you’re a startup
2. Have an original (but simple) idea
3. Don’t believe your own
4. Relationships don’t matter. Trusted relationships matter
5. Don’t quit trying

Fragmentation of the social web
Commenting is important = Potential relationships
Value in the conversations
Bet a beat story about startups & alcohol from blog conversation

Replying
Sharing/Linking/Liking
Monitoring/Listening
Signal
Noise
Online advocacy is on the rise

Q&A
Platform? Rails, MySQL, Solr, Twitter Bootstrap
Multiple users? Next week
Yelp? Maybe if API
Equentia? Some ideas for discovery. Get to 100K users first.
How did you get away with looking like Gmail? Haven’t gotten a call from Google yet.
Business? Focusing on end-users.
Funding priorities for spending?
Engineering & marketing
product development users
Building more social features into the product
Summarizing comments?
Maybe talk offline after.
Pivot reactions?
Excited. Still had other clients, but could move on.
Personal profile?
Automatically populated, can be edited.
Profile resolution?
Merging profiles with authentication
Mobile app? HTML5
Track other sites? In road map, may have to create plugin.
Business model? Get to look users first also, business intelligence/analytics.

Notes: SachaChua.com
Twitter: @sachac
March 27, 2012

I started the day with an interview for a course on social media education. The team sent me a list of follow-up questions an hour and a half before the call. They were surprised when I quickly posted an entry answering their questions. I figured that if I jotted a few thoughts down, they could use that to dig deeper during the follow-up call and it could be raw material for a future blog post. From experience, I know that it can take a while to think of great follow-up questions. The more cycles we can have in an interview, the better.

I was particularly interested in the discussions around risks, personal brands, and findability. The interviewers asked me what I thought the biggest risk was given our social media guidelines. Instead of naming, say, information leakage or corporate embarrassment—although there are plenty of stories like the ill-conceived prank at Domino’s that went viral—I told them that the biggest risk I see is that people might not participate enough. I think it’s a huge risk. First, lots of people are intimidated by the idea of sharing publicly, and they don’t want to risk embarrassment. This might lead to a widening gap between the people who can take that first step to share (and who grow more comfortable and more connected by doing so), and people who don’t take that step (and who get less connected in the process).

That intimidation and fear is often because of all the emphasis we put on personal brands. People think that they need to package themselves and present a perfect face. I’d rather focus on content: exploring new experiences, deepening my understanding, and figuring out how I can help other people learn. I pay a little attention to “branding” in the sense of consciously choosing parts of my online identity – a good picture that I can reuse no matter what hairstyle I have, and no Comic Sans MS anywhere ;) – but I don’t worry about being perfect. I have typos. I’m learning. I change my mind. It’s okay. It’s much more effective to focus on learning more and helping people more than it is to focus on how I want people to remember me. My parents always say, “Do what you love, and the money will follow.”* For personal branding, it’s also like that: do good stuff, and your reputation will follow.” (* Of course, you still need common sense and good habits, like frugality.)

Besides, a brand is about a consistent, enduring experience, and you don’t have that at the beginning. You get there eventually. It’s like startups: you can come up with your positioning on day 1, but all the posturing about being the best in the world won’t do you any good until you deliver on that promise enough for people to trust you. You have to have history, and you can’t have history unless you start.

Which brings me to findability. One of the questions the team asked me was how people should tag themselves so that they’re more findable. It’s like search-engine optimization for people, I guess. It’s useful in a crowded marketplace, but you’re better off focusing on other things when you’re starting out. If you focus on doing good stuff and helping people find out how you can help them, that leads to you becoming the go-to person for all sorts of things. It’s not about you tagging yourself “web2.0 social awesome”, it’s about other people and how you help them. Don’t worry about being findable. Focus on being worth finding.

If you do want to get more networking value for your time, think about the connectors in your network. You probably have at least one. You know, the people who are always introducing people to other people? Help them get to know you and how you can help other people. This is good because connectors frequently answer requests for introductions, and if they can connect someone with you so that you can solve that someone’s problem, everyone wins.

Anyway. Social media education. Your biggest challenges are fear, apathy, and inertia. Focus on encouraging people with role models, stories, coaching. Tell people and show them by example that it’s okay to learn, to experiment, to try things out.

In a large organization, there are two ways to create great value: you can know a lot, or you can know a lot of people. Even within formal hierarchies, there are connectors who influence without authority. As organizations take advantage of social networking tools, connectors can keep in touch with more and more people.

Even new hires can be connectors. It’s a great way to get all sorts of interesting opportunities.

It can be tempting for connectors to try to hang on to that power. They might introduce people to each other, but not share their organizational knowledge of who’s where.

Me, I want to build the post-connector workplace.

I don’t want the power that comes from being the relationship or information broker. I don’t want to be the perpetual go-between. I want to build what I know into the foundation, so that everyone can use it. For me, that means building strong communities and knowledge maps.

Why?

Even connectors who can remember thousands of people are biased by recall and limited by their networks. Passing a question through personal networks take time and result in a lot of duplicates. Networks that depend on connectors lose a lot when those connectors leave.

I’d rather look for new talent than just refer people to the people who come to my mind first. I’d rather build the capabilities into the organization so that everyone knows where to go and how to connect. I try to share everything I’m learning, and I work on connecting dots in public instead of in private.

It’s not about how many followers you have or how influential you are, but about how well the organization and the world works even after you move on.

Thanks to Rosabeth Moss Kanter for the nudge to think about connectors!

Every so often, I have these moments when I realize: This must be the future. It’s here!

On Wednesday, I received an urgent request for a Web 2.0 strategy and intranet design expert for a 5-week engagement in Europe. A $10M deal hinged on our ability to find such a person before the end of the week. The project team had already asked the usual groups, and everyone was fully booked.

I knew that we needed to cast a much wider net than just the people I knew. I summarized the request and posted it to our Web 2.0 for Business community inside IBM. I asked people to respond on the discussion thread, e-mail me, or contact the person who had sent us the request. The program manager for the deal found the discussion thread and posted some more details, and we asked people to send him their résumés.

The response was amazing. People stepped forward. They passed the opportunities along to their social networks, diversity groups, and communities. After a flurry of e-mails, Sametime instant messages, and discussion thread posts, we found a lot of strong candidates. The program manager contacted the top candidates and put together a package for the client. Along the way, I got to know lots of people with just the right skillset we were looking for. Suzanne Minassian-Livingston was right: IBM is like an amazing candy-store full of talent.

Problem solved, thanks to Lotus Connections Communities and strong social networks within IBM. I would never have found or thought of all of those people on my own, and it would have taken us too much time to work through the normal e-mail chains in networks. Not only did we solve the problem, we also created a powerful success story that showed the client the value of Web 2.0 on the intranet.

Hooray for IBM, Lotus Connections, and social networks!

We headed out for taco salads and soup at the Easy Restaurant on King Street after our last class of improv comedy. My three classmates and the teacher were all deeply into the Toronto improv and sketch comedy scene. I was the lone non-comedian, and I got a fascinating glimpse into that world.

They talked about the awkwardness of telling non-comedians about your interests. When the conversation turns to what people do, they feel that people who are outside the comedy scene just don’t get it, saying: “Oh, you’re a comedian? Tell me a joke.” One of my classmates said that this was probably why practically all her friends are also in the comedy scene. I wonder if they also have problems with the echo chamber effect that we see online, when people end up talking only to people like them.

They talked about the challenges facing the Toronto comedy scene. There are lots of stand-up rooms in Toronto where people can practise their material, but attendance is hit-or-miss. If you liked a specific comedian, it was hard to find out when and where they’d perform next. Shows were better publicized, but individuals were hard to track. I asked them if it was a matter of marketing. To me, it seemed obvious: if you were starting out as a stand-up comedian or an improv comedy performer, why not make it easier for people to find out when you’d be performing next, and share your adventures along the way?

They reacted strongly against the idea of self-promotion. To them, the idea of an amateur having business cards, a website, or a Facebook fanpage smacked of pretentiousness. It was okay if you’d done a number of well-received shows, or had some kind of national profile. If you were just starting out, you needed to know your place.

I found that really interesting because we run into the same social norms against self-promotion in different business cultures, and it can get in the way of connecting.

I think people do want to keep an eye out for teams and people they like. Facebook’s use of “Fan” might turn people off, so they’d need a more neutral space that can keep track of teams, individuals, shows, and locations. It would be a natural fit for Facebook integration, calendar exports, RSS feeds, and mailing lists. You could probably build the whole thing using out-of-the-box Drupal and the Content Creation Kit. Data entry would have to be done manually for a while (listings from Now Toronto and from the major venues?), but it might eventually grow into something that people can update on their own.

I don’t see people paying to use a service like this, but it might be supported by advertising (and perhaps a share of ticket sales, if you have an e-commerce system tied into venues’ ticketing).

In terms of marketing, you’d probably approach venues that don’t have event lists, as well as teams and individuals. Teams and individuals would be your primary channel for marketing. You could also offer a badge for venues, teams, and individuals in order to advertise upcoming shows, and pre-designed flyers (like what Meetup now does), and provide webpages for people who don’t have their personal sites set up yet. Posters near established comedy venues would be good, too, and hand-outs given to people in line. Business cards might be interesting too.

A business idea for someone who’s really interested in the comedy scene, perhaps! =)