teigland taxi 020
DESCRIPTION
My slides from my presentation today at Taxi 020.TRANSCRIPT
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Creating value through social media ---------Taxi 020
Dr. Robin Teigland, akaKarinda Rhode in SL
Associate ProfessorStockholm School of Economics
www.knowledgenetworking.orgwww.slideshare.net/eteigland
Photo: Lundholm, Metro
September 2010ww.sse.edu
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"...when the rate of change outside an organization is greater than the change
inside, the end is near...."
Jack Welch…
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Did You Know: Shift Happenshttp://www.youtube.com/watch?
v=cL9Wu2kWwSY
How are these trends impacting you and your organization?
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Growth
Time
Information and knowledge
Human absorptive capacity
Human capacity cannot keep up…
Adapted from Cohen & Levinthal 1989
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”No one knows everything, everyone knows something,
all knowledge resides in humanity.”
networks
Adapted from Lévy 1997
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6 degrees of separation
Everybody is connected to everybody else by no more than six degrees of separation.
“Small World Phenomenon” by sociologist Stanley Milgram, 1967
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The wisdom of the crowd
ClosedExpensiveComplexAccurate
OpenInexpensive
SimpleClose enough
Hinton 2007
Accurate
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History tends to repeat itself….Innovation, financial crisis, industrial revolution,
…
Steam engine
Internal combustion
engine
Microelectronics
Late 18th C Late 19th C Late 20th C
Schön 2008
Third industrial revolution?
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A new workforce is appearing…
Prensky 2001, Beck and Wade 2004, Mahaley 2008
“Digital Immigrants”“Digital Natives”
Company loyaltyWork ≠ Personal
Learning=Behind the desk
Professional loyaltyWork = Personal
Learning=Fun and games
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Increasing number of social media
Adapted from FredCavazza.net
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Building skills in virtual environments
My CV• Leading a virtual team of 30
individuals from across the globe• Creating and successfully executing strategies under
pressure• Managing cross-cultural conflict
without face-to-face communication
Teigland 2010
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Organizations span the full range of use but….
Organizational use
Employee use
No use
Ban use
One-way “broadcasting”
Allow use
Encourage use
Two-wayconversations
..the majority are
here
Teigland 2010
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Positive return on social media for INC 500
companies
Barnes & Mattsson 2009
No
Yes88%
12%
If you use social media, has it been successful (hits, comments, leads, sales)?
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Threadless:What came first
– the community
or the company?
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16
Use social media to strengthen relationships
• #1 Applications Lifecycle Management (ALM) &
business mashup• 96 of Fortune 100 as
customers• 800 employees in 18 countries across globe
• Facebook Fridays: One hour every Friday on Facebook to find fun and connect with co-workers, customers, family,
and friends• Average employee age: 46• 29 year old Silicon Valley
company• >90% of employees on FB
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"E-connection is processed in the brain like an in-person connection."
http://slideshare.net/missrogue
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#1Innovation
Networks of relationships
Brand & Reputation
FIRM
Where is value created by the firm?
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Developing solutions together with the public
http://snappatx.org/ in Austin, Texas
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Using social media to make transit fun
http://www.thetransitwire.com/2010/04/02/lighten-up-using-social-media-make-to-transit-fun/http://www.youtube.com/watch?v=Ryne05wiQ_c
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Encouraging idea development
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Here comes the Immersive Internet
O’Driscoll 2009
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25
Innovation workshops bring together users from across the globe
Giovacchini et al. 2009
Integrating the users in the development process
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From the mobility of goods to the mobility of financial capital to …
...the “mobility” of labor?
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Treat social media like any change project
Kotter 1996
2. Form a powerful guiding coalition
1. Establish a sense of urgency
3. Create a vision
8. Anchor new approaches
4. Communicate the vision
5. Empower others to act on the vision
6. Plan for and create short-term wins
7. Consolidate improvements and produce more change
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Empower and trust employees
Policies written by IBM employees based on IBM’s
Business Conduct Guidelines
Apply internally and externally
Available on ibm.com“blogging guidelines”
Adapted from Poole 2008
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Monitor what is said
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Leadership moving forward……
If you love knowledge, set it free…
HierarchyLinear, static, process-
based organization
HeterarchyDynamic, integrated
collaboration networks
Teigland 2010
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Thanks and see you in world!
Karinda Rhode
aka Robin [email protected]
www.knowledgenetworking.org
www.slideshare.net/eteigland
Photo: Lindholm, Metro
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Interested in learning more about Virtual Worlds?