This is lecture 5 in the series of 6 about sourcing and change management.
- 1. ITSM Specialization Sourcing2012-2013Prof. Frank WillemsLecture 5: Crowdsourcing and Social Media
2. Agenda1. Change management and leadership2. Social Networks as background or playground?3. What is Crowdsourcing, Tribes and Co-creation?4. Social Media as trigger for change 2 3. Fasttrack on change management andleadership3 4. The five change colours at a glanceYellow-print Blue-printRed-printGreen-printWhite-printSomething bring common think first and then act stimulate people in create settings forcreate space forchanges interests together according to a planthe right way collective learningspontaneouswhen you evolutionin a/an power game rational processexchange exerciselearning process dynamic processand createa feasible solution, a the best solution, aa motivating solution, a solution that people a solution thatwin-win situationbrave new world the best fit develop themselves releases energyThe resultforming coalitions,project managementassessment & reward, training and coaching, open space meetingsis... changing strategic analysissocial gatheringsopen systems self-steering teamstopstructures planning someone who usesby a/an...facilitator who uses expert in the field HRM expert facilitator whohis being ashis own power basesupports peopleinstrument patterns andaimed at... positions and contextknowledge and results procedures and the setting andmeanings working climatecommunicationResult ispartly unknown and described and outlined but not envisaged but notunpredictableshifting guaranteedguaranteed guaranteedSafeguarded decision documents benchmarking and iso HRM systems a learning self-managementby and power balances systemsorganisationThe pit-falls dreaming and lose- ignoring external and ignoring power and excluding no-one and superficial under-lie in lose irrational aspectssmothering brilliancelack of action standing and laissez faire 4Source: Change Management Approach Prof. De Caluw, Twynstra Gudde 5. The Golden circle People connect better with you when it is clear why you do it, not what you doFeeling, Trustand intuition(Lymbic brain) WhyRationalityand analytialmind How(Neocortex) From insideWhatto outside5 6. Theory U as toolkit for leadersLISTENING 1:Downloading reconfirming old from habits habits of judgment opinions & judgmentsdisconfirmingLISTENING 2:Factual listening Open [new] data from outsidenoticing differences Mindseeing throughOpen another persons eyesLISTENING 3:Empathic listeningHeart emotional connection from withinOpenconnecting to anLISTENING 4:Generative listening from Source(from the future wanting to Willemerging future whole;emerge) shift in identity and self6 7. Interventions of TheoryULevel InterventionDescription2. Seeing Community BuildingGroup Agree and settingconditions for unifying groupcommunications2. Seeing Attentive observation Sensation and experiencewhat you really see and hear2. Seeing Future Search Sharing past, present, futuredreams and map commoninterests3. SensingNature walk Silence Walk, natureexperience4. Presencing MeditationStrengthening coordination inteam4. Presencing Social dreaming Share parts of dreams andcollective dreams to come 8. Social Networks8 9. What is a network A network exists of a collection of actors which areconnected by ties. These actors, so called nodescan be persons, teams, organisations and concepts. A social network is a social structure made up ofindividuals (or organisations) called nodes, which aretied (connected) by one or more specific types ofinterdependency, such as friendship, kinship,common interest, financial exchange, dislike, sexualrelationship, or beliefs, knowledge or prestige 9 10. Type of networks Formal networks Informal networks 10 11. Social networks: LinkedIn visualisation http://inmaps.linkedinlabs.com/network1 12. Concepts from social netwerkanalysis Nicholas Christakis: Our experience with the world depents on the factual structure of our networks and al what flows in these networks Ronald Burt: People focus on activities within their own group and that causes structural holes in informatioflow between these groupsVideoChristakishttp://www.ted.com/talks/nicholas_christakis_the_hidden_influence_of_social_networks.html12 13. Bridging the structural holes Will lead to new ideas, innovations and borderlessopportunities How to bridge the structural holes? How can change management and leadership supportthis? 13 14. Social Capital Social Capital is a sociological concept, which refers toconnections within and between social networks The concept of Social Capital highlights the value of socialrelations and the role of cooperation and confidence to getcollective or economic results The modern emergence of Social Capital concept renewedthe academic interest for an old debate in social science:the relationship between trust, social networks and thedevelopment of modern industrial society. Social Capital is the strategy of getting relations Great thinkers are Robert Putnam, Pierre Bourdieu andJames Coleman 14 15. Connecting Social Capital Connecting Social Capital is about the relationsbetween people within groups that are homogeneous Best examples are family, good friends and directneighbours Social Capital is the superglue in social networks 15 16. Crowdsourcing16 17. Crowdsourcing, Tribes and Co-creation Crowdsourcing is the act of outsourcing tasks,traditionally performed by an employee or contractor,to an undefined, large group of people or community(a crowd), through an open call. A tribe is a group of people connected to one another,connected to a leader and connected to an idea Co-creation is a form of market or business strategythat emphasizes the development and ongoingrealization of mutual firm-customer value 17 18. The sourcing solutions plotted onthis model What is the extent to which the product / service adds value for nd thLarge added value 2generation sourcing 4generation sourcingCrowdsourcing LeverageStrategicBusiness ProcesOutsourcing Business developmentBackofficeoutsourcing thShared Service 3 generation sourcingCenters DataCenter Facilitiesoutsourcing outsourcing RoutineBottleneckLess added valueOutsourcingworkplace mgt Workinnovation the businessst Operations nd1generation sourcing outsourcing2generation sourcingPurchasing RiskIs it a standard or a specialized product?Standard Specialized18 19. Crowdsourcing The Crowdsourcing philosophy was first introduced atthe turn of the 21st century with James Surowieckisbook The Wisdom of Crowds. The term Crowdsourcing was used for the first time in2006 by Jeff Howe, a portmanteau of the words crowdand sourcing Other important thought leaders on Crowdsourcing areDon Tapscott with Wikinomics and Marcowikinomics andCharlene Li and Josh Bernoff with Groundswell A more detailed definition was introduced on Wikipediaby Henk van Ess in September 2010 "Crowdsourcing ischanneling the experts desire to solve a problem andthen freely sharing the answer with everyone 19 20. The most famous peer production withcrowd20 21. LEGO design with crowdsourcing21 22. The results of LEGO crowdsourcing22 23. Fishermen community for collecting dataVangstenregistratie.nl, 7000 professional fishermenprovide the Ministry of Agriculture valuable informationon waterquality and share their knowledge with 350.000other fishers 23 24. Iens.nl self-reviews of restaurantsIens.nl: 70.000 restaurantvisitors review 17.000 restaurants, 3,5 miljoenunique visitors, 1 million euro turnover on services 24 25. Gardenbird counting for everyoneMillions of amateur birdwatchers count birds to analyse collective birdmovements 25 26. Last.fm your community radio stationLast.fm online radio station for community membersand legally (3euro/mnd) based on your musicpreferences. Scrobble your iPod with iTunes and last.fmand find new music and get connected with members ofthe same flavor 26 27. And our Datema Wikipilot projectIn 2010/201 we have worked on nautical information project with forty students from three Hanze Universityschools, Datema development teams, and managers and researchers from the university, with support fromSyntens and a community of seafarers as our sounding board. Both the technology and the community are beingcreated in parallel, using an open source approach and the very latest development methodologies, all in a shortspace of time. At the beginning of 2011 the first prototype applications where ready, and we will be able to beginintroducing them and build up the community to use the prototypes and share nautical data. 27 28. Four basic principles for developing yourCrowdsourcing strategyPrinciple 1: PeopleIs your community ready and how will they participate?Tip: Use the Change colours and the Groundswell SocialTechnographic profile 28 29. Basic principles for CrowdsourcingPrinciple 2: ObjectivesWhat are your goals? Do you want to talk or listen tothe community or create energy for solving a problem? Listening: Listen to your community for research and better understanding ofyour customers. This goal suits for marketing development Talking: Use your community to spread messages about your idea, brand orcompany. This goal suits to extend digital marketing initiatives and interactivechannels Energizing: Connect with you most enthusiastic customers and use thecommunity to supercharge the power of their word of mouth. Suits for energizingyour brand Supporting: Setup a community where customers help and support you andeach other. Suits for lowering supports costs or to share limited knowledge orexperience Embracing: Integrate the ideas of the community into your business and letthem help to improve your services and products. Most challenging goal andexperience with other goals is needed29 30. Exercise on crowdsourcing objectivesWikipedia is.Lego is.Fishermen Community is.Iens isGardenbird counting isLast.fm isWikipilot is.Supporting, talking, supporting, supporting, talking, embracing and supporting30 31. Basic principles for CrowdsourcingPrinciple 3: Strategy How do you want to fillin the relationship withyou and your communityand how will this lead tochanges? Crowdsourcing works bestin steady Social networksand professional peergroups How do you reach ahigher level of participation? What is your role? 31 32. Basic principles for CrowdsourcingPrinciple 4: TechnologyWhat applications are useful and effective? Built yourself Socialtext.praktical and fast to use Wordpress.you need patience and to do a lot yourself, butit is nice Sharepoint 2010.is coming, but expensive Ready to use NingEasy to step in, but commercial GoogleLow entrance and common in use but.where ismy data? Winkwaves Kenniscaf..smart in usage but not free. Severalpilots at Hanze University at this moment 32 33. How do you direct crowdsourcing? In crowdsourcing you can notmanage all and get full grip:the community is leading33 34. Seth Godins Tribes principlesBasic information for creating communities and tribes A group needs only two things to be a tribe: a sharedinterest and a way to communicate Theres an explosion of tools to help lead the tribeswere forming. All of it is worthless if you dont decideto lead. Everyone is a leader. Without leaders, there are nofollowers. Youre a leader. We need you! Managers make widgets, leaders make change Leaders use passion and ideas to lead people. Theydont care much for organizational structure http://www.ted.com/talks/seth_godin_on_the_tribes_we_lead.html 34 35. You can create a micromovement ...1. Publish a manifesto2. Make it easy for your followers to connect with you3. Make it easy for your followers to connect with one another4. Realize that money is not the point of a movement5. Track your progress 35 36. Set Godins rules for TribesConnectCreate meaningMake a differenceBe noticedMatterBe missed36 37. Video on Leadership and creatinga Tribe Video Dancing Guy http://www.youtube.com/watch?v=fW8amMCVAJQ37 38. Change Management andCrowdsourcing It is important to know your own color and profile andthe one for the crowd Crowdsourcing is mostly green and white and willcollide with dark yellow and blue The art lies in taking into account the differences andlook for the passions and bond subjects (peering) And thus create confidence and energy Small steps with visible results Release and share a lot, it takes time 38 39. Something about birth generations Generation Baby boomers Generation XGeneration EinsteinCharacteristicsBorn1945-19551960-1985 1988-presentOutlook Protesters Critical and cynicalPositiveBackground circumstancesPost-war reconstructionEconomic depression and Growth, advancement and rise of consumer societyprosperityIdealsMany idealsIdeological vacuumTraditional idealsSpiritEnthusiastic Put things into perspective SeriousPersonality development Search for personality Personality is constructPersonality is realIdentitySeparate from parents andNeed to belongTrue to themselvesauthorityComputer useLater in life. Searches, e-Involved in its launch. Grown up with it. Computermails, surfing Surfing, e-mailing, is a social tool applications, searchesSocial media useBeginning to develop Beginning to shareChatting, blogging, gaming,communities with peer group. knowledge and the sharing and continuouslyBecoming important trendsetters are adopting online and using socialcrowdsourcing target group social mediamediare: lack of knowledge 39 Source: Boschma and Groen generational research findings 40. Some conclusions on the birthgeneration Generation Einstein paves the way in community formation viathe internet Generation Babyboom will follow fast because of lots of free timeand needs for social connection and peergroup And a quick indication on the change colors Generation Babyboom: Average Change color Yellow and Blue Generation X: Average Change color Blue, Red and Green Generation Y: Average Change color Red, Green and White Creating a Tribe or Crowdsource community is dominant changecolour white and green so now you can figure out what interventions and attraction strategy you should make to get the crowd of different generations involved in your Tribe or Crowdsource community40 41. Social Media41 42. Social Media is supportive toCrowdsourcing Experiment yourself, starting is simple but long termusage is hard to keep on doing (70% Twitter usershooked after a few weeks off or only have fewfollowers) Essential in supporting and for contact withmembers of your community, tribe and peer Essential in gathering trend information and data(lots of tools) You will see how similar your own groundswell andchange profile will work42 43. What is Social Media Social Media is any tool or service that uses theinternet to facilitate conversationsOr better Social Media is the democratization of information,transformating people from content readers intopublishers.It is the shift from a broadcast mechanism, on-to-many, to a many-to-many model, rooted inconversations between authors, people and peersBrian Solis 43 44. SoSocial Media is all about change! 44 45. Which social media most worldwide45 46. Which social media most regional(Netherlands)Link to Google Trend analysis46 47. Gartner analyse emerging technologies 48. The law of diffusion of innovation 48Prof. Everett Rogers 1962 49. And the law of participation inequalityIn Internet culture, a lurker is a person who reads discussions on a message board,newsgroup, chatroom, file sharing, listening to people in VOIP calls such as Skype andVentrilo or other interactive system, but rarely or never participates actively (Ridings, Gefen &Arinze, Psychological Barriers: Lurker and Poster Motivation and Behavior in Online Communities 2006 )49 50. Combine the law of innovation andparticipation levels Lurkers 90%50 51. The Social Media prism of Brian Solishttp://www.theconversationprism.com/high-res/51 52. The Social Media prism of Brian Solishttp://www.theconversationprism.com/high-res/52 53. Research with Social Media Twitter Mood research Prof. Johan Bollen:http://www.youtube.com/watch?v=r5dxYc3pD5Y 53 54. The Golden circle and your Social Media BrandThe world Your customers/cityYour colleguesneighborhoodYour family, Friends andclose relations WhyHow From insideWhat to outside1. How to find the right information?2. How to connect to the right networks with valuable data?54 55. So what is your social media brand?Source: HBR article november 2010; Whats Your Personal Social Media Strategy, Soumitra Dutta55 56. Change Management is essential inCrowdsourcing The illiterate of the 21st century are notthose who can not read and write,but those who can not unlearn, share and collaborate Alvin Toffler56 57. Chaos is needed for brakethrough! If a cluttered desk says something about a messy mind what does a blank desk say then?Einstein57 58. Feedback on yourself is essentialWork hard, play hard, rest hard.Life with passionAnthony Robbins58 59. 6-12-2012