Transcript
Page 1: Networked worlds and networked enterprises

Networked Worlds and Networked Enterprises

Lee Rainie - @lrainieDirector, Pew Research Center’s Internet Project

To: KMWorld Conference11.7.13

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“Tell the truth, and trust the people” -- Joseph N. Pew, Jr. http://bit.ly/dUvWe3

http://bit.ly/100qMub

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Networked life in organizations:A four-part harmony

1. Networked individuals2. Networked information3. Networked workplaces4. Networked enterprises

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Networked life in organizations:A four-part harmony

1. Networked individuals2. Networked information3. Networked workplaces4. Networked enterprises

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Networked IndividualismThe move to looser, far-flung networks

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Personal networks are:More important – trust, influence awarenessDifferently composed – segmented, layered

Perform new functions – sentries, evaluators, audience

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But it is not just technological story

Other drivers are changes in … Family life

Business structures & labor shiftsTransportation & living patterns

Identity shifts – including in politics, religion

… then comes technology

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• Social ties and events organized around the individual rather than a social unit such as a family, neighborhood, school, or organization

• Agency: Each person operates own network

• Mobile phones and internet allow person-to-person contact to supplant place-to-place communication

• The social network revolution has provided the opportunities – and stresses – for people to reach beyond the world of tight groups

People Function as Networked Individuals and less as group members

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Networked life in organizations:A four-part harmony

1. Networked individuals2. Networked information3. Networked workplaces4. Networked enterprises

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Digital Revolution 1: Broadband at home - 70% (+10% more have smartphones) - Internet users overall: 85%

June 2000

April 2001

March 2002

March 2003

April 2004

March 2005

March 2006

March 2007

April 2008

April 2009

May 2010

Aug 2011

April 2012

May 2013

0%

20%

40%

60%

80%

100%

3%

70%

Dial-up Broadband

Broadband at home

Dial-up at home

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Digital Revolution 2Mobile – 91% … smartphone 56% … tablets 34%

326.4Total U.S. population:319 million

2012

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Changes in smartphone ownership

Smartphone Other cell phone No cell phone0%

20%

40%

60%

80%

35%

48%

17%

46%41%

12%

56%

35%

9%

May 2011 February 2012 May 2013

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Digital Revolution 3Social networking – 61% of all adults

% of internet users

2005 2006 2007 2008 2009 2010 2011 2012 20130%

20%

40%

60%

80%

100%

9%

89%

7%

78%

6%

60%

1%

43%

18-29 30-49 50-64 65+

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The Landscape of Social Media Users (among adults)

% of internet users who…. The service is especially appealing to

Use Any Social Networking Site 72% Adults ages 18-29, women

Use Facebook 71% Women, adults ages 18-29

Use Google+ 31% Higher educated

LinkedIn 22% Adults ages 30-64, higher income, higher educated

Use Pinterest 21% Women, adults under 50, whites, those with some college education

Use Twitter 18% Adults ages 18-29, African-Americans,urban residents

Use Instagram 17% Adults ages 18-29, African-Americans, Latinos, women, urban residents

Use Tumblr 6% Adults ages 18-29

reddit 6% Men ages 18-29

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The nature of networked information

• Pervasively generated• Pervasively consumed• Personal via new filters• Participatory / social• Linked

• Continually edited• Multi-platformed• Real-time / just-in-time• Timeless / searchable• Given meaning via networks

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Networked life in organizations:A four-part harmony

1. Networked individuals2. Networked information3. Networked workplaces4. Networked enterprises

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Networked Work

• Not one small bounded group in a hierarchy … simultaneous work in multiple teams

• Multidisciplinary • Distributed and heavily reliant on

technology for communication and coordination

17

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Traditional “fishbowl” vs. Networked “switchboard”• All work in same room• Densely-knit, direct

connections• Most interactions within a

small group• Frequent contact;

recurrent interactions• Long-tie duration• Mentoring by co-located

workmates• Repetitive tasks, deskilling• Power: top of the

hierarchy

• Each works separately• Sparsely-knit, not know each

other• Many people contacted in

multiple workplaces• Variable, changing frequency

of contact• Switching with multiple ties• Less mentoring, harder to

learn tacit knowledge• Multiple tasks, added skilling• Power: Betweenness

Centrality

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Networked work: Balance sheet

Advantages• Surfaces extra

information• Applies talents where

needed• Multiple perspectives

on solutions• More fluid and nimble• Potentially more

innovative

Problems• Trust• Focus• Coordination• Loyalty• Extra effort• Institutional memory

lapses

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Networked life in organizations:A four-part harmony

1. Networked individuals2. Networked information3. Networked workplaces4. Networked enterprises

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Example: Arts organizations

• 1,244 grantees of National Endowment for the Arts

• Focus: How much, if at all, has technology changed organizational operations and engagement with audiences

• Benefits of embracing networked life? Problems?

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Generally increasing their online presence

% of arts orgs who say the internet is very or somewhat important for…

Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,212.

Improving arts curation

Improving arts cataloging and collections management

Artistic creation and/or collaboration

Providing arts education to the public

Engaging in arts advocacy

Using your organization's resources more ef-ficiently

Indentifying sources of funding

Gathering research and data for grant applica-tions

Increasing audience engagement

Promoting the arts

0% 20% 40% 60% 80% 100%

19%

27%

28%

33%

55%

63%

64%

65%

78%

81%

24%

16%

39%

37%

29%

29%

27%

25%

18%

15%

Very Important Somewhat Important

• 99% host a website

• 86% have increased the number of online events and exhibits they host over the past several years

• 97% have a social media presence

• 69% have individual employees with professional social media profiles they use in their capacity as a representative of the organization

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Major functions served by arts orgs’ websites

Audience Interaction

•90% let patrons share their content via email, SNS and Twitter

•81% let users comment publicly on the site

•28% host online discussion groups

•22% host webinars

Multi-Media Content

•94% post photos on their website

•81% post or stream video

•57% post or stream audio

•50% maintain a blog

•20% present online exhibits

Promotion

• 86% accept donations online

• 74% maintain an online calendar

• 72% sell tickets online

• 47% sell merchandise online

• 34% make info available through RSS feeds

• 31% offer discounts through services such as Groupon or LivingSocial

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The social media platforms arts organizations use…

Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,202.

• 97% of these orgs have a profile or page on a social media site

• 69% also have individual employees with professional social media profiles they use as representatives of the organization

• 56% of the orgs that use social media have a profile on 4-9 different social media sites

• 10% of the orgs that use social media are active on 10+ platforms

Arts Orgs’ Use of Social Media

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How often organizations post content on social media…

Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,131.

Sev-eral times a day25%

About

once a day20%

Sev-eral

times a week28%

About once a

week16%

Every few

weeks

8%

Less often3%

Other uses of social media…

• 82% use social media to engage with audience members prior to, during, or following an event

• 77% use social media to monitor what is being said about their organization

• 65% use social media to learn more about their audience

• 52% use social media to get feedback from the public or “crowdsource” an idea

45% of arts orgs using social media post daily

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Do arts orgs see a payoff from social media?

Source: Pew Research Center’s Internet & American Life Project Arts Organizations Survey. Conducted between May 30-July 20, 2012. N for respondents who answered this question=1,117.

• 56% say it’s had a major impact on boosting org’s public profile

• 53% see major impact on engagement with public

• 48% see major impact on increasing traffic to website

• 45% see major impact on event promotion/attendance

• 41% see major impact on audience building and stakeholder engagement

• 27% see major impact on audience engagement w/content

• Just 13% see major impact on professional collaboration, or on fundraising

Social media creates more risks than benefits for our_x000d_organization

Overall, my organization does not have the personnel or resources it needs to

use social media effectively

Social media helps our existing audi-ence members_x000d_feel more a part

of the organization

The younger employees in our orga-nization have a_x000d_more positive

view of social media than the older_x000d_employees

Social media helps my organization reach a broader audience than it would

otherwise be able to

Social media is worth the time our or-ganization spends on it

0% 20% 40% 60% 80% 100%

5%

44%

48%

32%

41%

33%

30%

37%

38%

52%

58%

Very true Somewhat true

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Not everyone is on board the social media train

Source: Pew Research Center’s Internet & American Life Project Arts Orgs Survey. Conducted May 30-July 20, 2012. N for respondents who answered this question=1,117.

My organization tried using social media in the past and found that it was ineffective

My organization does not have access to the updated hardware or software necessary to use social media effectively

My organization does not use social media because it is too difficult to control what is said in social networking spaces

My organization does not have the financial resources it needs to begin using social media

My organization is able to reach our community/ stakeholders through other means, so we do not need to use social media

My organization does not have the staff skills or knowledge it needs to begin using social media

My organization is concerned about the continued resources that would be necessary to maintain a successful social media profile or campaign

0% 20% 40% 60% 80%

5%

7%

12%

16%

18%

30%

35%

5%

23%

40%

33%

39%

25%

40%

Major reason Minor reason

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Be not afraid


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