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

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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.

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  • 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
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    • 1. HorizonWatching: Leveraging Social Media and Communities for Foresight
      Bill Chamberlin, Principal Client Analyst, Market Insights
      4 May 2011
    • 2. 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. 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. 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
    • 5. 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
    • 6. Today, everyone can be a publisher of content….
      6
    • 7. However, some have more influence than others…
      7
      Social Activity
      = Community Champion
      = Community Agent
      = Community User
      = Flow and strength of Knowledge
    • 8. 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. 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. 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. 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.
      • 12. Focus: Emerging trends and technologies.
      • 13. Conference calls: Topics are presented to the community by subject matter experts.
      • 14. Collaboration Platform:
      • 15. Blog
      • 16. Discussion Forums
      • 17. Bookmarks
      • 18. File Sharing
      • 19. Wiki
      Diversity of the Community means different perspectives, which enhances collaboration and sparks innovation.
    • 20. 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
    • 21. 13
      HorizonWatching: Leveraging Social Media and Online Communities For Foresight
      May 4, 2011
      150 Conference Calls Since 2001
    • 22. 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
    • 23. 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
    • 24. 16
      HorizonWatching: Leveraging Social Media and Online Communities For Foresight
      May 4, 2011
      Example: Brainstorming after a March 2007 Conference Call
    • 25. 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
    • 26. 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
    • 27. 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
    • 28. 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?
    • 29. 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
      • 30. 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:
    • 31. 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
    • 32. 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
    • 33. 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
    • 34. 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
    • 35. 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
    • 36. 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?
    • 37. 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)
    • 38. 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
    • 39. 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
      • 40. Traffic / Transportation
      • 41. Cloud Computing
      • 42. Energy / Buildings
      All Smarter Planet Topics:
      http://asmarterplanet.com/
      Blog: Building A Smarter Planet
      http://smarterplanet.tumblr.com/
    • 43. 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
    • 44. 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
    • 45. 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
    • 46. 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
    • 47. 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
    • 48. 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
    • 49. 38
      HorizonWatching: Leveraging Social Media and Online Communities For Foresight
      May 4, 2011
      Thank You!
    • 50. 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
    • 51. 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
    • 52. Where I Hang Out Online….
      • LinkedIn = Profile Page
      • 53. LinkedIn Group = Horizonwatching
      • 54. Thought Leadership Blog = Horizonwatching on Typepad
      • 55. Signal/Scanning Blog = HorizonWatching on Tumblr
      • 56. Twitter ID = Horizonwatching
      • 57. Facebook = HorizonWatching
      • 58. Online Newsletter = HorizonWatching
      • 59. Slideshare IBM Expert Network = HorizonWatching
      • 60. A Smarter Planet = Blog on Tumblr
      • 61. The InfoBoom Community = Profile Page
      41
      May 4, 2011
      41
      HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    • 62. 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/
    • 63. HorizonWatch FAQs
      • How far into the future does the community explore?
      • 64. 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.
      • 65. What techniques do you find the most useful and valuable?
      • 66. Secondary Searches (Infogate/Factiva/Google)
      • 67. Social Search Engines
      • 68. Community Brainstorming via ‘CommunityChats’, Discussion Forums, Blog Posts
      • 69. Where do you look to understand how the future might unfold?
      • 70. Depends on topic, but I always start with Secondary Research. See above.
      • 71. What are you reading to better understand the future?
      • 72. Internet. Blogs, Association Websites, Articles, Factiva, General topic searches, News Alerts
      • 73. Consultant/Analyst Reports
      • 74. Twitter & Blogs: Monitoring for keywords and hashtags
      • 75. Magazines: Wired, Popular Science, Popular Mechanics, Discover, Fast Company, Scientific American, etc.
      • 76. What topic areas are you currently researching?
      • 77. Social Media, Social Networks, and Online Communities.
      • 78. What tools do you wish we had to better look at the future?
      • 79. Better tools to find subject matter experts (internally and externally) and their social networks.
      • 80. Better Community leadership/management tools that help community leaders grow communities.
      • 81. Better search engines and tools.
      43
      May 4, 2011
      43
      HorizonWatching: Leveraging Social Media and Online Communities For Foresight
    • 82. 44
      What is a community?
      • “Groups of people who share a passion for something” (Wenger, 2004)
      • 83. “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
    • 84. 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
    • 85. 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
    • 86. 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

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