Sourcing Time Gavin Heaton @servantofchaos. Sourcing Time: Australasian Sourcing Summit 2011Servantofchaos.com I believe humans get a lot done, not because

Sourcing Time

Gavin Heaton@servantofchaos

Sourcing Time: Australasian Sourcing Summit 2011

Servantofchaos.com

I believe humans get a

lot done, not because

we're smart, but

because we have

thumbs so we can make

coffee.

~Flash Rosenberg


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SocialMediaJobs“Connecting the

connectors”

A community that did not

exist. It came about

overnight.

But was years in the

gestation.


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#coffeemorningsIt all began five years

ago.

It was time to meet.

It was time to get real.

It was time to put a face

to the name.


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#coffeemorningsBut who are you?

What do you look like?

Maybe I will only know

you by your intention

and the strange glint in

your eye.http://bit.ly/sydcoffee


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#coffeemorningsLike a blind date.

Like a speed dating

event.

But scarier.

Now you really needed

luck.


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#coffeemorningsWhat’s a blogger?

What planet are they

from?

What’s a blog, anyway?


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#coffeemorningsThe light went on.

Social connectivity was

changing the way that

we behaved and

interacted.


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Social ConnectivityIt wasn’t random.

We knew plenty about

each other – but it wasn’t

personal. It was social.

It was also weird and

exciting. And time flew.


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The paradox

Blogging seemed to hark

back to the age old

principles of publishing,

but re-imagined it riding

a wave of light.


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Accelerating change

New platforms and

technologies kept

emerging.

But clients weren’t ready.

We weren’t ready.

I was holding on for dear

life.


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Knowledge

Once upon a time it was

possible to know all there

was to know about the

world.

The Renaissance Man

was an aspirational ideal.


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Knowledge Doubles

Kurzweil shows that

knowledge doubles every

year and has been doing

every year since the 60s.

How do we deal with this

avalanche of information?


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Eric Schmidt, Google

Between the dawn of

civilization through

2003, five exabytes of

data was created ... Now

that much is created

every TWO days.

“

”


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Moore’s Law

Computing power

doubles every two

years.

BUT technology also

gets smaller and

cheaper!


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Tech innovation

There’s more power in

your hand than what put

man on the moon


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Publishing

During work experience

at the Sydney Morning

Herald I was given a

piece of hot metal type

with my name on it. It’s

now an alien relic.


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Job search in the 80s

Sourcing was simpler.

You placed an ad.

And waited.

And chose.


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Changing Landscape

But it’s not all due to

social connection.

Or to technological

innovation.

The landscape was

changing because we

were changing.


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We are getting older

McCrindle Research, Bridging the Gaphttp://bit.ly/rdKQvs


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ABS in 2008:

Australians aged 15-64:

-13.5 million (2008)

- 16 million (2051)

Proportion of total

population aged 15-64:

-68% in 2007

-57% in 2051


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Generational shift

In 2006 = 218,000

Australians turned 60

In 2007 = 258,000

Australians turned 60

In 2008 there were more

people retiring from rather

than joining the workforce


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The reality?

Every business is, in

effect, only a generation

away from extinction


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What do we know?

This shift is not just about

demographics. It’s also

about knowledge.

Gen Y make up 21% of

the workforce.

By 2020 they will reach

35%


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Talent squeeze

Corporate knowledge and

commercial experience will

leave with the Boomers

We will face a skill and

experience gap – and be

competing over a smaller

workforce


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Marketing mindset

Marketing itself is changing.

It’s no longer about “reaching”

a “target audience”.

I blame social connectivity,

technological innovation and

the changing landscape


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Marketing mindset

“Engage”?

“Dialogue”?

“Join the Conversation”?


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Level playing field

On the web a one

person business looks as

professional as a 1000

person multinational


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Level playing field

The level playing field

extended beyond

business.

It reached into our lives.

Into our homes.

And it shifted the balance

of power between us all.


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Who uses ...

LinkedIn?

Facebook?

Twitter?

eBay?

YouTube? – view or

upload?


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Three TV networks

60 years of content

365 days per year

24 hours per day

= 1 ½ million hours of

content


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YouTube

Every six weeks the

same amount of content

is uploaded to YouTube

13 million hours of

content were uploaded

during 2010.http://youtube.com/t/press_statistics


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48 hours of video ...

Is uploaded every

minute.

For an audience of less

than 100 people


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150

The “Dunbar Number”

Google it now.


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“Prosumers”

No longer passive

consumers

We are producers

Customers

Suppliers

Innovators

The biggest shift of all.


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“Social” wins

Innovation now starts with

consumers

As knowledge explodes and

technology accelerates, we

turn back to our human

competitive advantage.

We get social.


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Corporate rep:

Transparent and honest business

practices – 65%

Company I can trust – 65%

Treats employees well – 63%

Financial returns to investors –

39%

Widely admired leadership – 39%Edelman Trust Barometer Global Report

http://bit.ly/qsYrVK


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Gen Y to Gen Why

“Business must align

profit and purpose for

social benefit”Edelman Trust Barometer Global Report



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Over the horizon

We need to appeal to

Gen Why before we

need them

Pre-employee branding

How do we create and

build trust?


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An example

A stranger on a plane

In my industry

A graduate

Her first professional

role


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Nerds

Every industry has its

nerds

They are the ones that

drive your innovation


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Nerds are hot

With hotness comes

profile

Or what we call “brand

awareness”


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But sometimes ...

It can be hard to be

“hot” when you dress

like Elmer Fudd


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Not sexy enough?

How can you change

your mojo so that it

speaks to the brightest

and shiniest candidates?


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People like me?

Shift away from “people like

me” towards:

Academics and experts – 70%

Company experts – 64%

CEOs – 50%Edelman Trust Barometer Global Report



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Expand your ecosystem

University Alliance

Community

Funded chairs

Provided scholarships

Communicated value

A sense of community gravity


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Four phases of Community Growth

Map audience presence

Seed community

Cultivate conversation

s

Harvest for impact

Who

Where

What

Objectives

Content

Value

Host

Engage

Ecosystem

Sourcing leads

Access to talent

Influence

Insight


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Three Cs of Community Engagement

Content• Source• Transform• Coach• Tag + Spotlight• Consumption

Cadence• Timing + Pace• Orchestration• Message Discipline• Ride the Waves

Conversation• Monitor + Respond• Identify + Leverage

Influencers• Collaboration• Drive + Leverage

Campaigns


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Share the message

But own the destination.

Deal yourself into the

conversation


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Who is thinking ...

This all takes time?

BUT

Properly done, it saves time

Saves money


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Get started?

Coffee mornings started five

years ago

Malcolm Gladwell claims

expertise takes 10,000 hours

Are you playing catch-up?


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Clock ticking?

What is happening for you

and your business?

Who does the clock tick for?

Documents

Sourcing Time Gavin Heaton @servantofchaos. Sourcing Time: Australasian Sourcing Summit 2011Servantofchaos.com I believe humans get a lot done, not because