Embed Size (px)
DESCRIPTION
My presentation on social media for the Think Tanks by the Swedish Public Transportation Authorities in April-May 2010.
Citation preview
Creating value through social media ---------Swedish Public Transportation Association Think Tank
Dr. Robin Teigland, akaKarinda Rhode in SL
Associate ProfessorStockholm School of Economic
www.knowledgenetworking.orgwww.slideshare.net/eteigland
Photo: Lundholm, Metro
April 2010ww.sse.edu
2
"...when the rate of change outside an organization is greater than the change
inside, the end is near...."
Jack Welch…
3
Did You Know: Shift Happenshttp://www.youtube.com/watch?
v=jpEnFwiqdx8&feature=fvw
How are these trends impacting you and your organization?
Growth
Time
Information and knowledge
Human absorptive capacity
Human capacity cannot keep up…
Adapted from Cohen & Levinthal 1989
”No one knows everything, everyone knows something,
all knowledge resides in humanity.”
networks
Adapted from Lévy 1997
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
The wisdom of the crowd
ClosedExpensiveComplexAccurate
OpenInexpensive
SimpleClose enough
Hinton 2007
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?
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
Increasing number of social media
Adapted from FredCavazza.net
My definition of social media
Internet-based technologies that - enable communication &
collaboration… - through user-generated
content….- from one-to-one to
many-to-many people…- across all boundaries
Teigland 2010
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
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)?
$6.5 million as o
f Dec 2009
Where is value created by the firm?
#1Innovation
Networks of relationships
Brand & Reputation
FIRM
Kay 1993
#1Innovation
Networks of relationships
Brand & Reputation
FIRM
Where is value created by the firm?
Building brand/reputation through conversations
Developing solutions together with the public
http://snappatx.org/ in Austin, Texas
Using social media to make transit fun
http://www.thetransitwire.com/2010/04/02/lighten-up-using-social-media-make-to-transit-fun/
Building relationships through interactive games
http://www.youtube.com/watch?v=Ryne05wiQ_c
Choose the right tool for the right purpose
Houston MetroTwitter: immediate
service issuesFacebook:
corporate communications
Blogs: more detailed general information, such as explaining new route or service
YouTube: education and awareness http://findarticles.com/p/articles/mi_go1566/is_201002/ai_n52375782/?
tag=content;col1
Swedish Public Transportation Association’s CEO on Twitter
http://twitter.com/charlottews
Fördubbling on facebook
http://www.facebook.com/home.php#!/pages/Fordubbling/107043219336291?ref=ts
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
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
Monitor what is said
Here comes the Immersive Internet
O’Driscoll 2009
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
Los Angeles Metropolitan Transportation Authority
in Second Life (a virtual world)
From the mobility of goods to the mobility of financial capital to …
...the “mobility” of labor?
Leadership moving forward……
If you love knowledge, set it free…
HierarchyLinear, static, process-
based organization
HeterarchyDynamic, integrated
collaboration networks
Teigland 2010
Thanks and see you in world!
Karinda Rhode
aka Robin [email protected]
www.knowledgenetworking.org
www.slideshare.net/eteigland
Photo: Lindholm, Metro
Interested in learning more about Virtual Worlds?
![Virginia Department of Rail and Public Transportation (“DRPT”) · Virginia Department of Rail and Public Transportation (“DRPT”) ... [2] MWCOG ... supported by public transportation](https://img.dokumen.tips/doc/110x75/5c7ad28109d3f2f93e8c94f1/virginia-department-of-rail-and-public-transportation-drpt-virginia.jpg)
