• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
HorizonWatching: Leveraging Social Media and Communities for Foresight
 

HorizonWatching: Leveraging Social Media and Communities for Foresight

on

  • 4,478 views

I presented this deck on May 4th at Notre Dame's College of Mendozza Futures Studies Poster Session http://business.nd.edu/. The deck describes how to leverage social media and communities to ...

I presented this deck on May 4th at Notre Dame's College of Mendozza Futures Studies Poster Session http://business.nd.edu/. The deck describes how to leverage social media and communities to understand the futures and develop foresight.

Statistics

Views

Total Views
4,478
Views on SlideShare
3,136
Embed Views
1,342

Actions

Likes
3
Downloads
86
Comments
0

10 Embeds 1,342

http://horizonwatching.typepad.com 966
http://www.billchamberlin.com 141
http://w3.ibm.com 129
http://www.horizonwatching.typepad.com 73
url_unknown 12
http://www.slideshare.net 10
http://www.linkedin.com 6
http://translate.googleusercontent.com 3
http://miclark 1
https://www.linkedin.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • A social network has three requisite elements that, when combined, deliver network value and can help drive business resultsThree elements of a successful social network: Contributions (e.g. ideas, tags, content). Social network contributions are part of a barter system – both sides have to see value in order for the transaction to occur Interaction Participants The Social Insights Practice is based on helping clients leverage social networks in order to achieve their business objectives

HorizonWatching: Leveraging Social Media and Communities for Foresight HorizonWatching: Leveraging Social Media and Communities for Foresight Presentation Transcript

  • HorizonWatching: Leveraging Social Media and Communities for Foresight
    Bill Chamberlin, Principal Client Analyst, Market Insights
    4 May 2011
  • 2
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    About This Presentation
    This deck provides a summary of how to leverage social media and communities in order to develop and share foresight. Examples are provided for illustrations.
    Text and URLs are hotlinked through out the deck. Viewing the deck in Slideshow mode is the best way to quickly access these links.
  • 3
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Table of Contents
    The Implications of Social Media
    My Experience
    HorizonWatch: Internal
    HorizonWatching: External
    How You Can Leverage Social Media and Communities
    Appendix: Additional Reading
  • 4
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Table of Contents
    The Implications of Social Media
    My Experience
    HorizonWatch: Internal
    HorizonWatching: External
    How You Can Leverage Social Media and Communities
    Appendix: Additional Reading
  • TheImplications of theEmergence of Social Media
    5
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Institutional Control
    Traditional Media
    Observe
    Media Outlets
    Television
    Movies
    centralizedmediation
    Radio
    Print
    Publish
    Shift of Power
    push
    Social Media
    distributedmediation
    Microblogs
    Syndication
    Communities
    Contribute
    Podcasts
    Individuals
    Blog
    Blog
    Wikis
    Social Consumption
    viacomments, trackbacks, feedback, etc
    Blog
    Blog
    networkeffects
    Forums
    Blogsosphere
    Indivdual Control
    Blog
    Blog
    pull
    Blog
    Blog
  • Today, everyone can be a publisher of content….
    6
  • However, some have more influence than others…
    7
    Social Activity
    = Community Champion
    = Community Agent
    = Community User
    = Flow and strength of Knowledge
  • Challenge: How To Leverage Social Media for Foresight
    FORUMS/NEWSGROUPS
    120+ million
    VIDEO SHARING
    MICROBLOGS
    Foresight
    Professional
    SOCIAL NETWORKS (where publicly available)
    WIKIS
    FORESIGHT COMMUNITIES
    PHOTO SHARING
    SOCIAL MEDIA NEWS
    AGGREGATORS
    BLOGS
    100+ million
    8
    May 4, 2011
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
  • 9
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Table of Contents
    The Implications of Social Media
    My Experience
    HorizonWatch: Internal
    HorizonWatching: External
    How You Can Leverage Social Media and Communities
    Appendix: Additional Reading
  • 10
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    The Birth of HorizonWatch: A community based foresight scanning and collaboration community in IBM
    September 2000: IBM Exec wants to be kept abreast of emerging trends and technologies
    November 2000: Meeting invite extended to 35 people via conference call.
    January 2001: HorizonWatch team formed..
    March 2001: Email distribution list for calls and newsletter grows to 1000 employees
  • 11
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    What is the HorizonWatch Community?
    • Demographics: 1900+ IBMers from all types of functions, divisions, geographies.
    • Focus: Emerging trends and technologies.
    • Conference calls: Topics are presented to the community by subject matter experts.
    • Collaboration Platform:
    • Blog
    • Discussion Forums
    • Bookmarks
    • File Sharing
    • Wiki
    Diversity of the Community means different perspectives, which enhances collaboration and sparks innovation.
  • 12
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Overall Objective: Improve our ability to sense future business issues, trends and opportunities
  • 13
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    150 Conference Calls Since 2001
  • 14
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    From 2001 – 2006, collaboration was very limited
    Conference Calls
    Email
    Yearly Surveys
  • 15
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    In 2006, the HorizonWatch Blog was launched internally to the Community
    A new way of delivering content
    A new way of getting feedback on ideas
    A new way of collaborating and brainstorming
    A new source for scanning
    A new way of learning from community members
    TheHorizonWatch Blog quicklybecameone of the top 10 mostread blogs in IBM
  • 16
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Example: Brainstorming after a March 2007 Conference Call
  • 17
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    The HorizonWatch Blog is now a scanning knowledge database with over 1000 internal posts since September 2006
  • 18
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    In 2009, the Internal HorizonWatch Community Platform was launched allowing a whole new level of collaboration
  • 19
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    The community platform has Discussion Forums which can also be used for online brainstorm sessions
  • 20
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Idea! Why not involve the public in this social and collaboration process?
  • 21
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    HorizonWatching was launched in 2007 via an external blog
    http://www.horizonwatching.typepad.com/
    • Thisis my externalthoughtleadership blog where I test out my ideas and share content
    • Over 300 poststhepastfouryears.
  • 22
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    HorizonWatching on Twitter was launched in 2008
    http://twitter.com/horizonwatching
    FirstTweet:
  • 23
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    HorizonWatching on Slideshare was launched in 2008
    http://www.slideshare.net/HorizonWatching
  • 24
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    In 2009, the LinkedIn Group was launched
    780 Members connecting with each other, have discussions, and share content
    HorizonWatching on LinkedIn
  • 25
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    The Facebook page was launched in the fall of 2009
    Nuggets of future related information and news
    Also contains feed posts from Tumblr and Typepad
    Fan likes and comments
    http://www.facebook.com/pages/HorizonWatching/171883855681
  • 26
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    In 2009, the Tumblr blog site was added
    http://horizonwatching.tumblr.com/
    The Tumblr blog provides quotes and videos from others.
    It’s a collection of scanning signals
    159 posts to date
    HorizonWatching on Tumblr
  • 27
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    In 2011, the Horizonwatching Daily ‘Newspaper’ was added
    http://paper.li/horizonwatching
    Paper.li takes the links shared by those that follow the @HorizonWatching twitter id and creates an online newspaper from those articles.
    It’s a virtual collection of articles that contribute to my scanning capability
  • 28
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    How Do I Leverage All This To Help Me Understand the Future?
  • 29
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    I use social media and communities in a number of ways….
    Scanning: Search to understand what people are talking about.
    Brainstorming: Two is better than one. Hundreds are better than two. Thousands are better than hundreds.
    Publishing: Posting content online helps establish my reach and authority
    Idea Development: Get feedback and improve my research
    Networking: Connect with other subject matter experts.
    Learning: Develop a better understanding of the potential future(s)
  • 30
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Tips on Scanning
    Google Master Lessons:Learn the detail behind Google Search http://sites.google.com/site/gwebsearcheducation/master-lessons
    Social Search Engines: Learn to use social search engines http://slidesha.re/autgz4
    Alerts: Set up Google Alerts http://slidesha.re/autgz4
    FeedReaders: Set up a FeedReader and subscribe to feeds http://email.about.com/od/rssreaderswin/tp/top_rss_windows.htm
    Social SearchEngines
  • 31
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Scanning Example: Smarter Planet Topics
    Blog: A Smarter Planet
    Topics I Focus On…
    • Water Management
    • Traffic / Transportation
    • Cloud Computing
    • Energy / Buildings
    All Smarter Planet Topics:
    http://asmarterplanet.com/
    Blog: Building A Smarter Planet
    http://smarterplanet.tumblr.com/
  • Example: HorizonWatch trends documents leverage input from community members
    Eleven TechnologyTrendstoWatch in 2011
    Input from strategy teams
    Develop Report
    And Post
    Communicate to Strategy teams
    Additional Research & Collaboration
    Blog Posts on Trends
    Secondary Research
    Post to Community Platform
    Hold Community Conference Call
    Additional Research & Collaboration
    Survey Community via Blog and Discussion Forums
    Blog Post
    Communicate to forward looking teams
    Additional Research & Collaboration
    Input from forward looking teams
    32
    May 4, 2011
    32
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
  • 33
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    Sharing thought leadership content on the blog helps me develop my understanding of key trends and get feedback from readers
    A Primer on Smarter Water
    A Primer On Cloud Computing
    A Primer on Nanotechnology
    A Primer on Telepresence
    A Primer on Unified Communications
    A Primer on Futurists
    A Primer on 3D Printing
    A Primer on Scenario Planning
    A Primer on the Website Personalization Trend
    A Primer on the Consumer Market for Household Robots
    A Primer on the Trend Towards Video-enabled Business Processes
    A Primer on the Smart Grid and Intelligent Utility Network Trend
    A Primer On Water Management Issues
    A Primer on Advanced Business Analytics
    33
    May 4, 2011
  • 34
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Table of Contents
    The Implications of Social Media
    My Experience
    HorizonWatch: Internal
    HorizonWatching: External
    How You Can Leverage Social Media and Communities
    Appendix: Additional Reading
  • 35
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    13 Steps to Leveraging Social Media and Communities
    Document your career goals
    List your top 4-5 career topic areas
    Assess your existing social network and online presence
    Master the online social and productivity tools
    Research URLs that relate to your top 4-5 career topics
    Document where conversations are taking place
    Join online communities
  • 36
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    13 Steps to Leveraging Social Media and Communities (Cont.)
    Move your conversations online
    Manage your online brand
    Friend/Connect with Community Champions & Experts
    Share your Knowledge Wealth
    Establish yourself as an online authority
    Integrate off-line conversations with your online presence
  • 37
    Learn to leverage social media and online Communities to help you understand the futures and communicate your foresight.
    A social transformation is taking place in how people interact and how relationships form and develop, and this is changing the way we work and the way we engage with our customers.
    Customers
    are leading the conversations that define your brand
    Employees
    are using social media in all facets of their lives, including work
    Competitors
    are crowd-sourcing ideas to bring new solutions to market
    May 4, 2011
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
  • 38
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Thank You!
  • 39
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Table of Contents
    The Implications of Social Media
    My Experience
    HorizonWatch: Internal
    HorizonWatching: External
    How You Can Leverage Social Media and Communities
    Appendix: Additional Reading
  • About Me
    Bill Chamberlin
    Joined IBM Chicago Office in January 1981 as a Systems Engineer
    First 8 years in Sales, rest in Marketing
    Finished part-time MBA in 1995
    HorizonWatch Community Leader since late 2000
    Current Title “Principal Consultant - Social Insights Practice, Corporate Market Insights Team
    40
    May 4, 2011
    40
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
  • Where I Hang Out Online….
    • LinkedIn = Profile Page
    • LinkedIn Group = Horizonwatching
    • Thought Leadership Blog = Horizonwatching on Typepad
    • Signal/Scanning Blog = HorizonWatching on Tumblr
    • Twitter ID = Horizonwatching
    • Facebook = HorizonWatching
    • Online Newsletter = HorizonWatching
    • Slideshare IBM Expert Network = HorizonWatching
    • A Smarter Planet = Blog on Tumblr
    • The InfoBoom Community = Profile Page
    41
    May 4, 2011
    41
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
  • 42
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    May 4, 2011
    Some additional things I suggest you do....
    Uses Social Search Tools to find experts/futurists and then follow them on Twitter and on Blogs
    Go to a professional futurists event
     Association of Professional Futurists Spring meetings
    The World Futures Societyconferences
    Join the Foresight Network, an online community of futurists and people interested in the future
    Find the futurists at Poptech, TED, SXSW, and other events that draw forward thinking people
    Read the Smarter Planet blogs
    http://asmarterplanet.com/
    http://smarterplanet.tumblr.com/
  • HorizonWatch FAQs
    • How far into the future does the community explore?
    • It’s fun to think about 20-50 (and even more) years into the future, but from a practical point, the community looks for guidance on a much shorter horizon. So most of our focus on the 1-5 year future.
    • What techniques do you find the most useful and valuable?
    • Secondary Searches (Infogate/Factiva/Google)
    • Social Search Engines
    • Community Brainstorming via ‘CommunityChats’, Discussion Forums, Blog Posts
    • Where do you look to understand how the future might unfold?
    • Depends on topic, but I always start with Secondary Research. See above.
    • What are you reading to better understand the future?
    • Internet. Blogs, Association Websites, Articles, Factiva, General topic searches, News Alerts
    • Consultant/Analyst Reports
    • Twitter & Blogs: Monitoring for keywords and hashtags
    • Magazines: Wired, Popular Science, Popular Mechanics, Discover, Fast Company, Scientific American, etc.
    • What topic areas are you currently researching?
    • Social Media, Social Networks, and Online Communities.
    • What tools do you wish we had to better look at the future?
    • Better tools to find subject matter experts (internally and externally) and their social networks.
    • Better Community leadership/management tools that help community leaders grow communities.
    • Better search engines and tools.
    43
    May 4, 2011
    43
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
  • 44
    What is a community?
    • “Groups of people who share a passion for something” (Wenger, 2004)
    • “Groups of people who come together to share and learn from one another” (Vestal, 2003)
    Topic of Interest
    An interactive group of people joined together by a common topic of interest.
    May 4, 2011
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
  • friend
    friend
    friend
    friend
    friend
    me
    friend
    friend
    friend
    A Social Network Has Three Requisite Elements That, When Combined, Deliver Network Value And Can Help Drive Business Results
    3 Elements of Network Value
    1. Contributions
    2. Volume of Interaction
    3. Number of Participants
    Successful social media strategies drive these three elements
    45
    May 4, 2011
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
  • In Every Social Network, There Are Participants That Have The Ability To Influence Decision Makers
    Analyst / Traditional Sources of news
    $$$
    $$$
    Joe = Influential Blogger
    Digital Media
    $$$
    Jane = Influential Blogger
    $$$
    Develop a strategy to identify and reach these influencers
    May 4, 2011
    46
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
  • 47
    HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    Embrace the fact that learning is a very social process and collaborating with others can only improve your understanding
    Collaborate with teams
    Ask questions
    Answer questions
    Read and comment
    Listen and talk
    Jointly develop ideas
    Network with peers, mentors, experts
    Share knowledge
    Ask for feedback
    “Social Learning: The unofficial, unscheduled, impromptu way most of us learn to do our jobs”
    47
    May 4, 2011