Case StudyVirtual Communities

Susan WallaceTim SchultzCasey Kopp

 Corporation X is a globally located organization that develops software for virtual working habitats

What kind of organization is this?◦ Networked Virtual Organization strategy◦ standardizing its business operations, data, and

information technology

Core Business

Every working day more than 200 business consultants from Company X are in the field working with leading companies and other organizations that are striving to find better ways of doing business.

Organizational Goals

What are their business/organizational challenges?

◦ There is no organization that is currently an NVO◦ Strategic Leaders are still using traditional

leadership strategies and playing with virtual tools.

Organizational Challenges

Why have they chosen to use social media strategies?

◦ Company X uses Social Media to communicate more with employees

◦ Company X uses Social Media to communicate with clients

◦ Company X executives are using Social Media to show they are current

Social Media Strategies

What is Company X doing?

◦ Webinars◦ Email◦ Twitter: http://twitter.com/#!/CiscoSystems

Allows for feedback and recommendations; instant responses

Ask questions; receive immediate answers◦ Flicker◦ Blog: http://blogs.cisco.com/category/news/◦ Facebook◦ YouTube

Social Media Strategies

Social Media Strategies: Twitter

How does Social Media help?◦ Social media monitors

Used to ensure the organization’s name is not negatively portrayed online

◦ Khan Academy Provides free education, lectures, and tutorials to

anyone worldwide

More Effective Virtual Communities

“Transforming how people connect, communicate, & collaborate”◦ 2012 First Quarter Profits: $11 billion +

Creation of collaboration tools◦ Voice, video, web conferencing ◦ Web Ex- web conferencing

IM, create webinars, real time multimedia sharing & play back ability: http://www.cisco.com/en/US/products/ps10362/Products_Sub_Category_Home.html

◦ Cisco Jabber Allows for collaboration in any workspace in a

collaborative platform: http://www.cisco.com/web/products/voice/jabber.html

Achieving Business Goals

Frequent push back because organization uses too many different social medias◦ Constant creation of new social media tool based on

need CEO uses social media, such as Twitter, in a

“naïve” way◦ Discusses vacation ideas, and how great trips were

Employees understand that the tool is not used correctly

Wikis do not work◦ People do not want to share their knowledge◦ Only want to gain knowledge from others

Facing Internal Challenges

Susan – Even though a company can be on the leading edge of technology and their products are virtual community related, there still needs to be buy-in and use within the company.

Casey –

Tim – Social media should be a tool for work-related communication, and should not be used by upper management to brag about their vacation.

(last slide) Most Important Thing Learned