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Value networks and social media conversations

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Social Media Conversations and Value Co-creation in the Green-tech Innovation Ecosystem

Social Media Conversations and Value Co-creation in the Green-tech Innovation Ecosystem

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  • Innovation Ecosystems refer to the inter-organizational, political, economic, environmental, and technological systems through which a milieu conducive to business growth is catalyzed, sustained, and supported. Value is co-created for the innovation ecosystem through events, impacts and coalitions/networks that emerge from a shared vision of the desired transformations. Data-driven metrics measure, track and visualise the transformation, empowering interaction with feedback for the shared vision.
  • InfrastructureCompanies are interlocked through key people – information flow, norms, mental models.(Davis,1996)(Visual) Social Network Analysis “. . . allows investigators to gain new insights into the patterning of social connections, and it helps investigators to communicate their results to others.“ (Freeman, 2009)Relationships provide the infrastructure for resource flows. This is especially important as information technology and globalization have changed the way we think about organizations.These resources might be financial; they might be informational; they might be access to markets or materials. Among executives and key employees, relationships are the basis for the transfer of technologies and knowledge, professional networks, business culture, value-chain resources, and mental models.Corporate governance is embedded and filtered through social structures in the relationships among Directors. These relationships influence co-creation of things such as: executive compensation, strategies for takeovers, defending against takeovers. Through relationships with investors and service providers, businesses co-create an awareness of external forces, of competitive insights, and they are able to leverage resources. Relationship interlocks provide a social relationship “filter” for governance, for information flow & norms. Relationships are the vehicle for co-creating and transferring mental models, as well as implicit and explicit know-how.Using social network analysis we can visualize the patterning of social connections and relationships.


  • 1. Value Co-Creation Networks and Social Media Conversations in the Green Tech Innovation Ecosystem
    Martha G. Russell & Camilla Yu
    Stanford University
    BECC November 17, 2010
  • 2. Critical inflection points in ecosystemsPatterns of exponential growth
  • 3. Accelerating Change
    In energy behavior with programs to
    Catalyze the ecosystem of companies, products, services
    Engage & sustain networks of consumer behavior change
  • 4. Business Relationships Co-create Value
    Collective learning, which includes organizational learning that promotes synergy inside the clustered firm (Fiol and Lyles, 1985);
    Relative absorptive capacity, which helps search for ‘teacher firms’ with higher technological capabilities both inside and outside industrial clusters (Lane and Lubatkin, 1998); and
    The exchange and combination of resources, which realizes the accomplishment of exchange and combination of technology resources among firms with relative absorptive capability (Molina-Morales, 2001)
  • 5. Company Ecosystem
    Infrastructure = Relationships
    The Way We USED to Think About Organizations
    New Organizational Chart Based on Relationships
    Relationship-Focused Co-Creation Infrastructure
  • 6. Global Green Tech Co-CreationCompanies – Finance Firms – People
    Level 1 - Innovation Ecosystems Dataset, July 2010
    Nodes inflated by out-degree
  • 7. Level 1 Global Green Tech Business Ecosystem
    Level 1 - Innovation Ecosystems Dataset, July 2010
    2100 Nodes, 650 Edges: Nodes inflated by out-degree
  • 8. Level 3 Global Green Tech Business Ecosystem
    Only a few are mentioned by consumers
    Level 3 - Innovation Ecosystems Dataset, July 2010
    Nodes inflated by out-degree
  • 9. Brands vs. product categories
    Do consumers call it theirs?
  • 10. To Learn What Consumers Think
    Press Releases
    Web Sites
    Paid Media
  • 11. 140 characters
  • 12. Tweets Have Conversational Value
    Anatomy of a Tweetology
    Way users are related to messages – author, receiver, mentioned
    RT PG&E4me
    Type of messages - broadcast, conversation
    Related resource – content and reference to it, term disambiguation
    url, bit.ly
    Stanford Ecolinguistic Ontology
    June Flora, Carrie Armel, M Russell
    Claudia Wagner and Markus Strohmaier, “The Wisdom in Tweetonomies: Acquiring Latent Conceptual Structures from Social Awareness Streams,” WWW2010, April 26-30, 2010, Raleigh, North Carolina.
  • 13. Rhythm & Context of Social Conversation
  • 14. Rhythm & Context of Social Conversation
  • 15. Rhythm & Context of Social Conversation
  • 16. Amplify the Network Effect
    “Smart meter”
    March 2010
    “Smart meter”
    September 2010
    “Smart meter”
    November 2010
  • 17. Spread Change Through Networks
    Emerging consumer conversations reflect momentum
    memes and themes that describe the evolution of consumer attitude and behavior about changing energy behaviors
    in relation to current events
    In response to personal status
    communities of awareness, interest and practice
  • 18. Accelerate the Velocity of Change
    Conversations about energy and behavior change
    Opportunities for companies to co-create with consumers
    Change agents create pathways for behavior change through business networks
    They must synergize each other!
    Accelerate TRUST building to catalyze innovation
    Good purpose, norms of positive behavior, empower
    Smart Meter themes: First Utility – PG&E – Pepco – Siemens – NorthStar – Ohio – Maryland – Iowa – Naperville - McQuinty
  • 19. Transformation Model
    Translate, measure and transform through networks
    Measure & Track
    Shared Vision
    Interact &
    Networks of consumers & Networks of companies
    Link consumers and companies
  • 20. Innovation Ecosystems Network
    • Neil Rubens, PhD, neil@hrstc.org
    • 21. Assistant Professor, Graduate School of Information Systems
    • 22. University of Electro-Communications, Tokyo
    • 23. Raphael Perez, hdkmraf@gmail.com
    • 24. Graduate Student, University of Electro-Communications, Tokyo
    • 25. Jukka Huhtamäki, jukka.huhtamaki@tut.fi
    • 26. Researcher, Lecturer
    • 27. Hypermedia Laboratory (HLab) of Tampere University of Technology (TUT).
    • 28. Kaisa Still, PhD, kaisastill@yahoo.com
    • 29. Knowledge Management Specialist
    • 30. VTT Technical Research Centre of Finland
    • 31. Detection Technology, Beijing
    • 32. Martha G Russell, PhD, martha.russell@stanford.edu
    • 33. Sr. Research Scholar, HSTAR Institute
    • 34. Associate Director, Media X at Stanford University
    • 35. Ben LeNail
    • 36. benlenail@pacbell.net
    • 37. Media X Visiting Researcher
    • 38. Mergers & Acquisitions
    • 39. Mario Gastel, mariogastel@zeelandnet.nl
    • 40. Graduate student, Texas Advertising, UT Austin
    • 41. Fulbright Scholar (2009-11)
    • 42. Jiafeng (Camilla) Yu, camillayu@gmail.com
    • 43. Intern, Media X at Stanford University
  • 44. 21
    Innovation Ecosystems Network November 2010
  • 45. Questions?
    Make complex relationships visible for
    sharing and co-creation
    Johari Window, Joseph Luft and Harry Ingham, 1955