Signal

from the

Stream

How social technologies are changing

business.

Eugenie van Wiechen

http://nl.linkedin.com/in/eugenievanwiechen

2

1. What just happened?

2. Relevancy: Signal from the Stream

3. Implications for businesses

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Web Pages Indexed

3,000X

(In MM)

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1995 ----|----|----|----|---- 2000 ----|----|----|----|---- 2005 ----|----|----|----|---- 2010

Portals

Search Engines

Social Networks

Three Waves

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Wave 1: Portals

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7

Wave 3: Social Networks

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24 hours of video / minute

200,000,000 blogs

50,000,000 tweets / day

1,000,000,000 content shares / day

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The Signal from the Stream

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Platform Connections Killer App

Social UtilityFriends, Family &

Colleagues

Status,

Social Gaming &

Photo Sharing

Public

Communications

Fans &

Followers

Real time

Micro-blogging

Professional

Network

Colleagues &

Business

Contacts

Professional

Identity,

Connections &

Insights

1. Critical Mass

2. Context

3. Data

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Three Dimensions of Relevancy

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Critical Mass: Network Effect

Size of

Network

Information

CollectedValue of

Information

Member

Growth

13

Context

Personal

Professional Family

14

Data

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Implications for businesses

It has become possible for more people to

collaborate and compete in real time,

With more people on more different kinds

of work from more different corners of the

planet,

On a more equal footing, than any

previous time in the history of the world.

Every individual

is now a business1

Every individual is now a business

• Job tenure is on the decline

• Greater access to information

• People loyal to their skills, not

their employer

• Today’s students will have 10-14

jobs before they turn 38

Source: Federal Reserve Bank

Every individual is a business

Name and reputation

Salary

Skills and experience

Network

Your brand

Your revenue

Your advantage

Your R&D, sales &

marketing departments

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Anatomy of a Professional Profile: LinkedIn

6 people have

recommended Nico

Summary of Nico’s

professional

background and

competencies

Detailed career

experience

See shared connections…

Snapshot of Nico’s

current and past

occupation and

education

Profile picture must

be headshot only

How You’re Connected

shows the relationship

within LinkedIn’s network

LinkedIn Proprietary & Confidential

Decision making is

distributed and

happening faster2

Decision making: down & out

“I can be fast, but I may

make a mistake.”

“I can take my time,

but I may miss out.”

“My network can help me make informed

decisions quickly and confidently.”

Traditional decision-making supplemented by social

media

Source: Society for New Communications Research

…and faster…and more

challenging…

Decision making input

voldoende

ruimte om te bezuinigenafstemmen van zorgverlening zou al een stuk schelen

btw vereveningsfonds

beter samenwerken met elkaarbesluitvorming in de zorg anders aanpakken

Companies are

becoming more open3

Reputation management of key importance

Employees are part of the company brand

From IBM’s Social Computing Guidelines

(http://www.ibm.com/blogs/zz/en/guidelines.html )

Be thoughtful about how you present yourself in online social networks. The lines

between public and private, personal and professional are blurred in online social networks.

By virtue of identifying yourself as an IBMer within a social network, you are now

connected to your colleagues, managers and even IBM's clients. You should ensure that

content associated with you is consistent with your work at IBM. If you have joined IBM

recently, be sure to update your social profiles to reflect IBM's guidelines.

Authenticity:

1.Who recommends this

person?

2.How am I connected to

them?

Your people make your brand relevant to your customers

And your customers to other customers…

US example

The Opportunity

Leverage your own personal and authentic brand

Build relationships with prospects as individuals

create your own communities

Realize better efficiencies of collaboration

Help your company ‘own the space’

Thank you!