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My slides from my presentation today at Taxi 020.
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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
"...when the rate of change outside an organization is greater than the change
inside, the end is near...."
Jack Welch…
Did You Know: Shift Happenshttp://www.youtube.com/watch?
v=cL9Wu2kWwSY
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
Accurate
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
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
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)?
Threadless:What came first
– the community
or the company?
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
"E-connection is processed in the brain like an in-person connection."
http://slideshare.net/missrogue
#1Innovation
Networks of relationships
Brand & Reputation
FIRM
Where is value created by the firm?
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/http://www.youtube.com/watch?v=Ryne05wiQ_c
Encouraging idea development
Here comes the Immersive Internet
O’Driscoll 2009
25
Innovation workshops bring together users from across the globe
Giovacchini et al. 2009
Integrating the users in the development process
From the mobility of goods to the mobility of financial capital to …
...the “mobility” of labor?
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
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
Monitor what is said
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?
