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Leveraging Social Networks and Social Media for Improved Performance
Dr. Robin TeiglandStockholm School of Economicswww.knowledgenetworking.orgwww.slideshare.net/eteigland @RobinTeigland
May 2014www.hhs.se
Who am I? (LinkedIn Inmaps)
SSE
Exec Ed
Swedish
Industry
Research
Wharton
Stanford
McKinsey
Today’s discussion
Background
Personal social networks
Social media for organizations
3
”The future is already here, it’s just not very evenly distributed."
- William Gibson
Socialnomics 2014http://www.youtube.com/watch?v=zxpa4dNVd3c
1. What social media trends do you recognize?
2. How are these trends affecting you and your organization?
3. What does this have to do with networks?
What one listener emailed me after….
6
When I got home last night, my 17 year old son was doing what he usually does – sitting at the
computer online with his friends…But after hearing this presentation, I couldn’t help but be
interested in what he really was doing. So, when I looked more closely, I saw that he was involved in
three separate conversations - all at the same time, and not only that, he was also following the
discussions on one of the school’s forums.
Then he said, “Mom, you grown-ups are sooooo behind…..think how much you could get done if
you worked like this!”
What most people think of when they hear “social networks”
7
Relationships
Image: Hinton 2007
We are all embedded in
numerous networks
Image: http://info.data-scout.com/blog/bid/154938/Six-Degrees-of-Separation
10
Six degrees of separation- Milgram, 1967
Image: http://www.deliveringhappiness.com/on-six-degrees-of-separation/
Increasing focus on network science
11
What is a network?
A set of actors connected by ties
• Ties/Links−Knowledge, trust,
team, sit by, dislike, etc.
−Alliance, customer, investment, etc.
Tie
• Actors/Nodes−Individuals−Teams,
organizations, etc.
Actor
12
Social network analysis has a long history and is based on matrix algebra and graph
theory
13
http://en.wikipedia.org/wiki/Social_network
Hidden influence of social networks
14http://www.ted.com/talks/lang/en/nicholas_christakis_the_hidden_influence_of_social_networks.html
Happy peopleIn between peopleUnhappy people
Christakis & Fowler, 2011
”No one knows everything, everyone knows something,
all knowledge resides in humanity.”
networks
Adapted from Lévy 1997
Six degrees of separation
- Milgram, 1967
Image: Krebs
Today’s discussion
Background
Personal social networks
Social media for organizations
16
17
So, what does this mean for you?
An actor’s position in a social network, i.e., social capital, determines in part the actor’s opportunities and constraints
Casper & Murray 2002
German biotech scientist
s
18
BA
Two individuals with the same number of contacts…
…but with very different access to resources
BA
19
Bridging unconnected groups brings advantages
• More rapid promotions• Greater career mobility
• Higher salaries• More adaptable to changing environments
Brass, Burt, Podolny & Baron, Sparrowe et al, Gargiulo & Benassi 20
23
“Think about it: everybody you know, everyone you meet, also know about
250 people. So every time you cultivate a relationship with one new person, you have actually expanded your personal inventory by 250 people – every single
time.” — Bob Burg, Author and Speaker
Avoid creating insular networks
http://www.enronexplorer.com/focus/19185# 24
Leverage social media to build your networks
25
Why do people use twitter?
What’s happening now? −News, events, trending topics
What do you think?−Ability to get immediate response
Who else is interested in this?−Ability to reach a broader community−Ability to learn about topic
To take a break−Chat informally about serious and less serious
topics
26
Get started with Twitter
27
Click on the document to the left to see some basic
steps to get started with Twitter
Twitter exercise
How could you use Twitter?How could Twitter help you
professionally?How could you use Twitter to build social
networks in your organization?How will you use Twitter this next week?
28
Some tools to build your network
29
Tools to uncover your networks
Facebook−TouchGraph Facebook Browser
http://www.touchgraph.com/facebook
LinkedIn−http://inmaps.linkedinlabs.com/
Klout−http://klout.com/#/dashboard
30
Analyze your networks
http://inmaps.linkedinlabs.com/network
Facebook network via TouchGraph
32http://www.touchgraph.com/facebook
Track your influence
www.klout.com
Today’s discussion
Background
Personal social networks
Social media for organizations
34
"...when the rate of change outside an organization is greater than the rate of
change inside, the end is near...."
Jack Welch…
Increasing pace of change
From 1920s to 2010s−Average lifespan of S&P 500 company fell
from 67 years to 15 yearsFrom 2000 to 2010
−40% of Fortune 500 replacedPredictions
−In next few years, 70% of Fortune 1000 replaced
−By 2020, >75% of S&P 500 we do not know today
−By 2025, >45% of Fortune 500 from emerging markets
Fast Company, McKinsey & Inc
Knowledge becomes quickly outdated
Ray Kurzweil, Singularity Institute
What are they doing?
39
Where does work get done?
Formal organization Informal organization
Teigland et al. 2005
Building relationships, finding information and knowledge, solving problems, and
learning
42Mahaley 2008
43
”No one knows everything,
everyone knows something,
all knowledge resides in...”
Mahaley 2008, Adapted from Lévy 1997
44
What benefits can you achieve through using
social media?- Innovation- Learning
- Relationships- Leads- Other?
My company has blocked my computer from accessing
most social media sites. But I feel cut off from my network so now I just connect through
my phone.
Management cannot mandate social relationships
Photo: ac360.blogs.cnn.com
Do employees know how to represent the company when using external social
media?
46
Statoil-HydroLove at 150 m below sea
level!
…..you “hire” his or her network.
When you hire someone,…
47
48
We are stuck in our old ways …
Breaking free from “industrial chains”?
Work and private life are separateWork should be seriousRoles and responsibilities are
appointedLearning occurs behind the deskValue is created by firm’s employeesFirms are primary source of value
creationCompetition is a zero-sum gameEtc…..
51
"E-connection is processed in the brain like an in-person connection."
http://slideshare.net/missrogue
Group Exercise
Leverage social media to build organizational networks
55
Group 1 - #1 Zappos and social media
In your group, prepare a maximum 8 minute presentation What is Zappos? How does Zappos management use social media
within its human resources? How do Zappos employees use social media? What benefits does the use of social media by
management and employees bring Zappos? What challenges are there to the use of social media
at Zappos? What social media ideas do you have from Zappos
that you could use at your organization? Please include images and/or videos in your
presentation as well as your sources.
Enabling knowledge through MOOCs (massively open online courses)
SMART (Software, Mobil Apps, Research & Technology) Knowledge Hubs in Tanzania
New Economy Skills for Africa Program- ICT (Tanzania)+
Coursera
http://blogs.worldbank.org/edutech/moocs-in-africa
Groupwork - #2 Crowdfunding
In your group, prepare a maximum 8 minute presentation What is crowdfunding? How do organizations such as GE and Piratpartiet
use crowdfunding? What is enterprise crowdfunding? How does IBM use enterprise crowdfunding
(iFundIT)? What benefits does the use of crowdfunding bring
IBM/GE? What challenges are there to the use of
crowdfunding by companies? What crowdfunding ideas do you have that you
could use at your organization? Please include images and/or videos in your
presentation as well as your sources.
What is Crowdfunding?
Accumulation of small investments in individual projects by large number of
individuals (the “crowd”) via or with help of Internet and social networks (De Buysere
et al., 2012)
Picture: FundedByMe
Groupwork - #3 MOOCs
In your group, prepare a maximum 8 minute presentation What is a MOOC? What are Coursera and EdX? How are individuals using MOOCs? How are organizations such as Yahoo! and Intel using
MOOCs or the concept of a MOOC (corporate MOOC)?
What benefits can the use of MOOCs bring an organization?
What challenges are there to the use of MOOCs at an organization?
What ideas do you have about how you could use MOOCs at your organization?
Please include images and/or videos in your presentation as well as your sources.
105 emp350+
Partners
43,900+Communitymembers
15,000+Customers in 130 countries
eZ Ecosystem
• Content management software, #1 in media industry
• 105 employees in 9 countries (US, Europe & Asia)
• 250,000 sites in 170 countries• Customers: UN, FT, WSJ, Vogue, Hitachi, 3M,
BMW
http://academia.edu/2846771/Are_we_in_this_together_Exploring_private-collective_knowledge_communities
Groupwork - #4 eZ Systems
In your group, prepare a maximum 8 minute presentation What is eZ Systems (http://ez.no/)? What is the eZ Publish Community
(http://share.ez.no/)? What benefits does the eZ Publish Community bring
eZ? How does eZ manage the eZ Publish Community? How are social media used by the eZ Publish
Community? What challenges are there to managing the eZ
Publish Community? How do these challenges differ from the challenges of managing eZ’s employees?
What ideas do you have from eZ and eZ Publish Community that you could use at your organization?
Please include images and/or videos in your presentation as well as your sources.
Questions for you to consider:
How connected are you?
How connected is your
business?
Where are the opportunities?
https://www.flickr.com/photos/fredcavazza/14205519686/
Where have the traditional sources of sustainable competitive advantage been?
#1
InnovationNetworks of relationships
Brand & Reputation
FIRM
Kaye 1993
#1
InnovationNetworks of relationships
Brand & Reputation
FIRM
TWhere are tomorrow’s sources of
sustainable competitive advantage?
Teigland 2010
105 emp350+
Partners
43,900+Communitymembers
15,000+Customers in 130 countries
eZ Ecosystem
• Content management software, #1 in media industry
• 105 employees in 9 countries (US, Europe & Asia)
• 250,000 sites in 170 countries• Customers: UN, FT, WSJ, Vogue, Hitachi, 3M,
BMW
http://academia.edu/2846771/Are_we_in_this_together_Exploring_private-collective_knowledge_communities
eZ’s platform for building identity and competence throughout its ecosystem
eZ Software development team
04/10/2023
Driven by both parties sharing experiences and
co-creating value of network
Private-collective Community
But how to balance needs of community with needs of firm in a value co-creation
model?
Teigland et al 2013
Research in progress
The last generation to “attend” college?
http://features.csmonitor.com/innovation/2009/10/15/the-future-of-college-may-be-virtual/
Linnaeus University
Access to 24x7 global workforce
Matchmakers: USD 1bln industry
Increasing supply of freelance talent globally
https://www.elance.com/trends/talent-available
Global Online Employment ReportQ2 2012 at Elance
Increasing pace of change
From 1920s to 2010s−Average S&P 500 company lifespan from 67
years to 15 yearsFrom 2000 to 2010
−40% of Fortune 500 companies replacedPredictions
−In next few years, 70% of Fortune 1000 companies replaced
−By 2020, >75% of S&P 500 companies we do not know today
−By 2025, >45% of Fortune 500 from emerging markets
Fast Company, McKinsey & Inc
The maker movement in Africa
iHub – KenyaHouse4Hack – RSA
Woelab – Togo
“Made in Africa” 3D printer (Togo)crowdfunded through Ulele
Winner of International Space
Apps Challenge
http://www.engineering.com/3DPrinting/3DPrintingArticles/ArticleID/5712/E-Waste-3D-Printer-to-Mars.aspx
Open Source + 3d Printing + ICT
http://mashable.com/2013/02/13/robohand/
$60,000
$150
The Firm
The Collective
vs
E.g., Microsoft~ Built by employees within
organizational boundaries
E.g., OpenSimulator~ Built by users and distributed freely regardless of affiliation
Models of Knowledge Creation
Teigland, Di Gangi, & Yetis 2012
Moving into the Third Industrial Revolution?
O’Driscoll 2009
How many usually think of virtual worlds…
Teigland 2010
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
What are Virtual Worlds?
http://www.youtube.com/watch?v=Quh2OiPHkm8
Platforms for unleashing creativity and revolutionizing
value creation
Learning virtual
teaming skills
http://www.youtube.com/watch?v=uQa6vyG8Dkg
Leadership training
OpenSimulator: A value-creation ecosystem
AcademicEntrepreneur
HobbyistLarge FirmNon-profit
Local PublicFederal PublicResearch Inst
SME EmployeePeriphery
Teigland, Di Gangi, & Yetis 2012
USD 5.5mln in development
costs
Exploring the link between VWs and 3D printing
http://www.minecraftprint.com/
From the mobility of goods to the mobility of financial capital to …
Teigland, JVWR, 2010
...the “mobility” of labor?
Just published – by Palgrave Macmillan
http://www.amazon.com/dp/1137283017
Valuecreation
People• “Net generation”• 24x7 “mobile”
workforce• Social entrepreneurship
Technology • Broadband access• Mobile hardware
• ICTs• 3D printing• Robotics
Open Source
• Software • Hardware• Physibles
Convergence of…..
Finance•
Microlending/microfinance
• Crowdfunding/equity• Digital, non-fiat
currencies
Leadership moving forward……
HierarchyLinear, static, process-
based organization
HeterarchyDynamic, integrated
collaboration networks
Adapted from Hedlund 1994
What should you think about?
How to let go?
How to leverage the power of networks to create value inside and outside the boundaries of the firm?
How to create a sustainable ecosystem?
Some things do not change
Innovation Exchange
Exchange Trust
Trust Relationships
Relationships Interaction
Karinda Rhode
aka Robin [email protected]
www.knowledgenetworking.org
www.slideshare.net/eteigland
www.nordicworlds.net RobinTeigland
Photo: Lindholm, Metro
Photo: Nordenskiöld
Photo: Lindqvist
If you love knowledge, set it
free…
