1. Success in Social Sourcing
With Leadership
OpeningUp Summer Academy may 2013
Discovery line
Frank Willems
Professor Leadership and Social Sourcing
Hanze University of Applied Sciences Groningen

2. Agenda
• Practical cases in social sourcing as input for inspiration
• Social network theory as base for exploration and connection
• Lean Leadership principles for success in social sourcing
• Your challenge…

3. Practical cases in social sourcing as
input for inspiration

4. From forced tribe to Crowdsourcing in long-term vision at my country village Werkhoven

5. With the effect of improved quality of life and secured change approach for future issues
Passion and commitment of the villagers as an example for the municipality

6. Vangstenregistratie.nl, 7000 professional fishermen provide the Ministry of Agriculture valuable
information on water quality and share their knowledge with 350.000 other fishers

7. Vangstenregistratie.nl, 7000 professional fishermen provide the Ministry of Agriculture valuable
information on water quality and share their knowledge with 350.000 other fishers

8. Grunneger Power, started as neighbourhood initiative (Tribe) in sharing usage of solar panels;
Now a civilians owned energycorporation with 3000 members: establishment is not amused

9. Wikipilot Nautical Maps Crowdsourcing project; drives unexpected connections and passion

10. Social network theory as base
for exploration and connection

11. Crowdsourcing
Tribes
Co-creation
Co-creation is a new way of market- or business strategy that
emphasizes the development and ongoing realization of
mutual firm-customer value
Social sourcing
Crowdsourcing is 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

12. Relevant social network theories
Nicholas Christakis: Our experience with the world depends on the factual
structure of our networks and all that flows in these networks
Ronald Burt: People focus on activities within their own group and that
causes ‘structural holes’ in information flow between these groups
Stanley Milgram: Everyone at this earth is connected with each other by a
network of connection steps with six degres of separation. This research was
done in 1967 and in 2012 again; the separation now will be 4,74 steps

13. Creators
Critics
Collectors
Joiners
Spectators
Inactives
The Groundswell ladder shows the levels of participation; at which level are you participating?

14. Creators
Critics
Collectors
Joiners
Spectators
Inactives
The Groundswell ladder in combination with the Graves profile as indicator for participation

15. Social networks (2N)
Interactive networks (N2)
Hierarchical networks (N)
Value of the network
Number of participants
The combination of the scientifically laws of Sarnoff (value of hierarchical network
is equal to the number of participants), Metcalfe (value of a interactive networks
Increases Qudratic with new participants) and Reed (value of social networks
grows exponentially) gives an idea of the effects of networks
Source: Prof Dr. Wim de Ridder, De wereld breekt open

16. Find the creators in the middle and the connectors at the edges of
your social network. You can use LinkedIn Inmap to find these people

17. 1% Creators
In 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 and
Conference calls or other interactive systems, but rarely or never participates actively
Source: Ridings, Gefen & Arinze, Psychological Barriers: Lurker and Poster Motivation and Behavior in Online
Communities

18. 90%
Lurkers
Early
Majority
34%
Collectors
Late
Majority
34%
Joiners
Laggards
16%
Spectators
Inactives
Innovators
2,5%
Creators
Early
Adopters
13,5%
Critics
Marketshare
Find the right crowd with innovation and social sourcing principles
&
Participation
Groundswell
ladder of
particpation
Find this
crowd and
challenge
the tipping
point

19. Lean Leadership principles for success
in social sourcing

20. Result of right Leadership and social sourcing
Effect
Energy and time
2
3
4
Line of development
by social sourcing and
Lean Leadership

21. Create a
continuous
flow
Aim for continiuos
perfection
Define the value of your
product or service based
on customerperspective
Identify the valuestream
Lean is systematically developing people and continuous improving processes (value
streams) to create real customer value and create success with respect for people and
sustainable usage of resources
Change from a
push based
system to a
customer pull
based system
1
2
3
4
5
Identifiy and
visualise the
valuestream and
eliminate waste
The 5 base principles of Lean
Necessary but not directly
adding value (35%)
Value
added
(3-5%)
Not adding value
(waste or muda)
(60%)
Focus of most of the
traditional improvements
Focus of Lean in first instance:
8 wastes
Eliminate wastes

22. Go and See
Ask Why?
A3 thinking for problem solving and Show Respect
strategy deployment
Gemba walks for learning to
see problems
Lean also supports in solving problems and gives techniques for observing what really happens

23. How
What
Why
Feeling, Trust
and intuition
(Lymbic brain)
Rationality
and analytial
mind
(Neocortex)
From inside
to outside
People connect better with you when it is clear why you do it, not what you do

24. Theory U as ‘toolkit’ for leaders
Open
Mind
Open
Heart
Open
Will
LISTENING 2:
from outside
disconfirming
[new] data
Downloading
habits of judgment
reconfirming old
opinions & judgments
Factual listening
noticing
differences
LISTENING 3:
from within
seeing through
another person‘s eyes
emotional connection
Empathic listening
LISTENING 1:
from habits
LISTENING 4:
from Source
connecting to an
emerging future whole;
shift in identity and self
Generative listening
(from the future
wanting to emerge)

25. Level Intervention Description
2. Seeing Community Building Group Agree and setting
conditions for unifying group
communications
2. Seeing Attentive observation
(Gemba Walk)
Sensation and experience
what you really see and hear
2. Seeing Future Search Sharing past, present, future
dreams and map common
interests
3. Sensing Nature walk Silence Walk, nature
experience
4. Presencing Meditation Strengthening coordination
in team
4. Presencing Social dreaming Share parts of dreams and
collective dreams to come
The interventions of TheoryU to develop leadership and change people

26. Golden
Circle
(Sinek )
Human
Needs
(Assink)
Human
Mo va ons
(Barre )
Level of
Consciousness
(Barre )
TheoryU level
(Scharmer)
TheoryU
leadership skill
Why Spiritual Make the
difference
7 Performing Act in conjunc on
with the en re
new system
Co-crea on
6
Prototyping New way of ac ng
by connected
heads, hearth and
hands
Internal cohesion 5 Let arise
‘Open Will’
Connected with
the future that can
be designed and
touched
How Mental Transforma on 4 Connect with the
source,
Presencing
Genera ve
listening, collec ve
connected
Emo onal Self-Esteem
3
In contact with
the system
‘Open heart’
Empathically
listening, release
and connect
Rela onal 2 Seeing with fresh
eyes
‘Open Mind’
Factual listening,
seeing the
difference
What Fysical Survive 1 Listening from
habits
Downloading from
old pa erns
4
In my research projects we are researching the combination of leadership principles
and participation levels based on the combination of these leadership theories

27. • Prof. Johan Bollen:
http://www.youtube.com/watch?v=r5dxYc3pD5Y
The Twitter Mood research by Prof. Johan Bollen has inspired us to use social media
data for analysing and solving problems and to build our Social Media Lab

28. The analysis of Social Media data gives a good view of what has happened during
ProjectxHaren at 21th September 2012
Source: Members of the research group of the Hanze Social Media Lab and Social Media analysts

29. Your challenge…

30. +
Solve problems with Social Media Data and Lean Management problem solving techniques
What’s your problem? Having no problem is the worst problem!

31. Listen, observe and feel;
What and who you need is closer than you think
Identify the real problem, check the facts and release your habits
Choose, check and connect, be critical
Focus will lead to better results, aim for a high level of professionalism
Monitor the added value for your customers and sustainable deployment of
people and resources
(Co) Create (together) and enjoy
Create flow by connecting the right social network of passionated people

32. @frankwillems
www.frankwillems.nl