exploring value creation through social media and networks

Exploring value creation through Exploring value creation through social media and networkssocial media and networks

Dr. Robin Teigland, SSEDr. Robin Teigland, SSEwww.knowledgenetworking.orgwww.knowledgenetworking.org

www.slideshare.net/eteiglandwww.slideshare.net/eteigland

Steve Mahaley, Duke CESteve Mahaley, Duke CEhttp://smahaley.wordpress.com/http://smahaley.wordpress.com/

February 2011February 2011

"...when the rate of change "...when the rate of change outside an organization is outside an organization is greater than the change greater than the change

inside, the end is near...." inside, the end is near...."

Jack Welch…Jack Welch…

Did You Know: Shift HappensDid You Know: Shift Happenshttp://www.youtube.com/watch?http://www.youtube.com/watch?

v=cL9Wu2kWwSYv=cL9Wu2kWwSY

How are these trends impacting How are these trends impacting you and your organization?you and your organization?

GrowthGrowth

TimeTime

Information Information and knowledgeand knowledge

Human Human absorptive absorptive capacitycapacity

Human capacity cannot keep up…Human capacity cannot keep up…

Adapted from Cohen & Levinthal 1989Adapted from Cohen & Levinthal 1989

Adapted from FredCavazza.net

Growing number of social media

Some favoritesSome favorites

Twitter @DellOutlet – 1.5MM followers

Facebook – 360,000 fans--------

170, 000 customer ratings from 62 countries

$6.5MM revenue

Social Media and Communities

University

Mobile Phone Video - > YouTube

“We’re moving to France!”

“…we realize that in humanizing Ford, it’s just as important to connect our customers and fans with each other as it is to connect them with Ford employees, because they’re more likely to believe what other people have to say about Ford.”

Twitter + Facebook = 500K fans

TheFordStory.com – customer-

contributed stories

Social Media Action and Response

Team (SMART)

Drivers of changeDrivers of changeIn

crease

dIn

tera

ctivity

DiGangi 2010DiGangi 2010

Tenno, http://www.slideshare.net/helgetenno/post-digital-marketing-2009

Business models

So, what happens to them?

Johnson, Christensen, and Kagermann 2008, DiGangi 2010

They evolve...

DiGangi 2010DiGangi 2010

Closed model

Organizations internalize resources for value creation; restrict access to

knowledge, and protect intellectual property. DiGangi 2010DiGangi 2010

DiGangi 2010DiGangi 2010

Open model

Organizations leverage both internal and external resources for value

creation; strategically interact with environment DiGangi 2010DiGangi 2010

““Distributed groups of individuals Distributed groups of individuals focused on solving general problem focused on solving general problem

and/or developing new solution and/or developing new solution supported by computer-mediated supported by computer-mediated

communication.” communication.” Dahlander & Wallin, 2006 p. 1246Dahlander & Wallin, 2006 p. 1246

User-driven Innovation

DiGangi 2010DiGangi 2010

DiGangi 2010DiGangi 2010

““Distributed groups of individuals Distributed groups of individuals focused on solving general problem focused on solving general problem

and/or developing new solution and/or developing new solution supported by computer-mediated supported by computer-mediated

communication.” communication.” Dahlander & Wallin, 2006 p. 1246Dahlander & Wallin, 2006 p. 1246

User-driven Innovation

Co-created model

Organizations encourage flow of knowledge between internal and external resources; focus on common good where

both parties benefit DiGangi 2010DiGangi 2010

eZeZ 230+230+PartnerPartner

ss

30,000+30,000+CommunityCommunitymembersmembers

5,000+5,000+Customers in Customers in 130 countries130 countries

• #1 open source content management #1 open source content management softwaresoftware

• Customers include UN, Vogue, Hitachi, 3M, Customers include UN, Vogue, Hitachi, 3M, MITMIT

• 75 employees in 9 countries (US, Europe & 75 employees in 9 countries (US, Europe & Asia)Asia)

eZ facilitates eZ facilitates platforms for conversation platforms for conversation throughout its ecosystemthroughout its ecosystem

Transparency, transparency, transparencyTransparency, transparency, transparency

http://twitter.com/#!/zappos

Core Value #6: "Build Open and Honest

Relationships with Communication

Some things do not changeSome things do not change

Innovation Exchange

Exchange Trust

Trust Relationships

Relationships Interaction

"E-connection is processed in the brain like an in-person connection."

http://slideshare.net/missrogue

Just when you thought you got it…..Just when you thought you got it…..

O’Driscoll 2009O’Driscoll 2009

Building skills in virtual environmentsBuilding skills in virtual environments

My CVMy CV•Leading a virtual team of 30 Leading a virtual team of 30

individuals from across the globeindividuals from across the globe•Creating and successfully Creating and successfully executing strategies under executing strategies under

pressurepressure•Managing cross-cultural conflict Managing cross-cultural conflict

without face-to-face without face-to-face communicationcommunication

Teigland 2010

How many usually think of virtual worlds…How many usually think of virtual worlds…

Teigland 2010

But what else can they be?But what else can they be?

•Ability to manipulate/create contentAbility to manipulate/create content•Virtual economy and currencyVirtual economy and currency

http://www.youtube.com/watch?v=Quh2OiPHkm8

Tomorrow’s education & training?Tomorrow’s education & training?

Learning virtual Learning virtual teaming skills teaming skills

through experiencethrough experience

http://www.youtube.com/watch?v=N8XPmp0qGyghttp://www.youtube.com/watch?v=N8XPmp0qGyg

Facilitating the virtual workforce Facilitating the virtual workforce

Welch et al 2010Welch et al 2010

Professional Collaboration and Productivity in Virtual Worlds (2009-2012) - ProViWo

http://vmwork.net/proviwo/

Avapreneurs and Born VirtualsAvapreneurs and Born Virtuals

Teigland 2010Teigland 2010

From the mobility of goods From the mobility of goods to the mobility of financial capital to … to the mobility of financial capital to …

...the “mobility” of labor?...the “mobility” of labor?

FOR YOU?FOR YOU?

Key takeaways:Key takeaways:- Learn from online interactions and then innovate Learn from online interactions and then innovate

based on what customers wantbased on what customers want- Provide structured opportunities for people Provide structured opportunities for people

within the business to learn about and within the business to learn about and participate in social media presenceparticipate in social media presence

- Executive support, dedicated personnel and key Executive support, dedicated personnel and key championschampions

- Humanize the business, and give opportunities Humanize the business, and give opportunities for customers to tell their storiesfor customers to tell their stories

- Social Media Guidelines for your peopleSocial Media Guidelines for your people

What are the opportunities for What are the opportunities for you?you?

Robin Teigland, Robin Teigland, robin.teigland@hhs.serobin.teigland@hhs.se

www.knowledgenetworking.orgwww.knowledgenetworking.orgwww.slideshare.net/eteiglandwww.slideshare.net/eteigland

www.nordicworlds.net www.nordicworlds.net RobinTeiglandRobinTeigland

Robin Teigland, Robin Teigland, robin.teigland@hhs.serobin.teigland@hhs.se

www.knowledgenetworking.orgwww.knowledgenetworking.orgwww.slideshare.net/eteiglandwww.slideshare.net/eteigland

www.nordicworlds.net www.nordicworlds.net RobinTeiglandRobinTeigland

Photo: Lindholm, Metro

Photo: Nordenskiöld Photo:

Lindqvist

If you love knowledge, set it free…

Steve Mahaley, steve.mahaley@dukece.comSteve Mahaley, steve.mahaley@dukece.comwww.linkedin.com/in/stevemahaleywww.linkedin.com/in/stevemahaley

Smahaley, Skype: mahaleysSmahaley, Skype: mahaleysSecond Life: Ace CarsonSecond Life: Ace Carson

http://smahaley.wordpress.com/http://smahaley.wordpress.com/Phone. +1 919 680 5618Phone. +1 919 680 5618

Interested in learning more Interested in learning more about Virtual about Virtual Worlds?Worlds?