Just adding the ability to ‘like’ or comment on something immediately socialises the interaction. Social is becoming a feature of everyday technologies. It took television 13 years to reach 50 million households, internet service providers three years to reach the same number of subscribers, Facebook one year, and Twitter nine months. Social technologies have been adopted faster than any other media technology. “It is fundamental human behaviour to seek identity and ‘connectedness’ through affiliations with other individuals and groups that share their characteristics, interests, or beliefs,” it says. There’s enormous value in treating everyone’s ideas and contributions with equal merit.” Human behaviourĪccording to a 2012 McKinsey Global Institute report ( The social economy: unlocking value and productivity through social technologies), social technologies have been adopted at unprecedented growth. “Someone with a customer facing role is as valuable as the CEO in contributing to the ideas and innovation within the business. “Collaboration tools are designed to treat everyone as equals,” he says. Woodrow says collaboration tools are about creating equality across the value of ideas. Whether small teams, or companies with 10,000 staff and over, the same outcomes and benefits are apparent across the various use cases - engaged employees aligned around the company vision, improved social connections, and centralised knowledge management. Mark Woodrow spent several years working with large and small organisations across the Asia Pacific region on adopting and working with Yammer. “Users don’t have time to wade through information books, manuals, reams of data… they ask a question on a network and will often get an answer within minutes.” “Tools for collaboration and working together align more with how consumers operate and find things through networks,” says Mark Woodrow, vice president of customer success at Maestrano, and former Asia-Pacific customer success lead for Yammer and Office 365. Yammer was bought by Microsoft in 2012 for $1.2 billion, a purchase that signalled the importance of a future workplace centred around collaborative communications, and a community of connected colleagues. They were also primarily for networked file sharing, less so about communicating. Though intranets had been around for a while at this point, they were (are) closed systems that required infrastructure and administration, and for you to be in the office, connected to the network. An early example of this is Yammer - a cloud and app-based social network for work - created in 2008. This consumerisation of communication has very quickly influenced the way we can work. Email? Desktop computer-based only? No thanks. New generations of employees joining the workforce (notably since 2004) don’t know any other way to communicate. This same need to source knowledge and communicate via a threaded conversation in a visible, transparent network is the new normal. No one waits for an email trail - it’s instant gratification, or suffer the indignation of a narky rant on Facebook or Twitter. Instead we default our trust to the unknown consumer who chooses to comment on an experience - think TripAdvisor reviews - or the social network of mostly acquaintances (and a few actual friends). Brands and businesses are no longer the trusted voice. Internet enabled consumer behaviour changed with the advent of social media and what’s been called Web 2.0. Have you noticed? Consumerisation of communicationįacebook was created in 2004, Twitter in 2006, the iPhone arrived in 2007, and several other social networks have come and gone since. The expectation of where to find a solution has changed. The point is that the source of answers, knowledge, and information, has changed. That’s not to say this will elicit great answers, but someone in that person’s network will have knowledge and experience, and may be able to recommend the right course of action. A post on Facebook asking for other people’s experience and advice. Anyone got any experience with this?’ ‘I’m looking for a painter - any recommendations?’ Not reaching for Yellow Pages to look for a physiotherapist or a decorator, not calling for an appointment with a GP. Quite often, that’s the first step when you have questions: ‘I’ve hurt my lower back. More of a local knowledge question? You probably want to ask people on Facebook… Do you look it up on Google? Maybe it’s on Wikipedia.
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