Value networks and social media conversations

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

Critical inflection points in ecosystemsPatterns of exponential growth
1-2-4-8-16-32-64-128-256

Accelerating Change
In energy behavior with programs to
Catalyze the ecosystem of companies, products, services
Engage & sustain networks of consumer behavior change
http://palazzoinc.squarespace.com/storage/accelerate%20page_7968100.jpg?__SQUARESPACE_CACHEVERSION=1250889261461

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)

Company Ecosystem
Infrastructure = Relationships
The Way We USED to Think About Organizations
New Organizational Chart Based on Relationships
Relationship-Focused Co-Creation Infrastructure

Global Green Tech Co-CreationCompanies – Finance Firms – People
Level 1 - Innovation Ecosystems Dataset, July 2010
Nodes inflated by out-degree

Level 1 Global Green Tech Business Ecosystem
2100 Nodes, 650 Edges: Nodes inflated by out-degree

Level 3 Global Green Tech Business Ecosystem
Only a few are mentioned by consumers
Nodes inflated by out-degree

Brands vs. product categories
Do consumers call it theirs?

To Learn What Consumers Think
Twitter
Blogs
Press Releases
Web Sites
Paid Media

140 characters

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
@martharussell
#mediaxstanford
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.

Rhythm & Context of Social Conversation

Amplify the Network Effect
“Smart meter”
March 2010
“Smart meter”
September 2010
“Smart meter”
November 2010

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

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
http://www.livingstonbuzz.com/2009/11/10/hold-the-line-energy-changes-are-a-long-time-coming/

Transformation Model
Translate, measure and transform through networks
Impact
Measure & Track
Co-Create
Value
Shared Vision
BEHAVIOR CHANGE
Transformation
Event
Coalition
Interact &
Feedback
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Networks of consumers & Networks of companies
Link consumers and companies

Innovation Ecosystems Network
http://www.innovation-ecosystems.org
Neil Rubens, PhD, neil@hrstc.org
Assistant Professor, Graduate School of Information Systems
University of Electro-Communications, Tokyo
Raphael Perez, hdkmraf@gmail.com
Graduate Student, University of Electro-Communications, Tokyo
Jukka Huhtamäki, jukka.huhtamaki@tut.fi
Researcher, Lecturer
Hypermedia Laboratory (HLab) of Tampere University of Technology (TUT).
Kaisa Still, PhD, kaisastill@yahoo.com
Knowledge Management Specialist
VTT Technical Research Centre of Finland
Detection Technology, Beijing
Martha G Russell, PhD, martha.russell@stanford.edu
Sr. Research Scholar, HSTAR Institute
Associate Director, Media X at Stanford University
Ben LeNail
benlenail@pacbell.net
Media X Visiting Researcher
Mergers & Acquisitions
Mario Gastel, mariogastel@zeelandnet.nl
Graduate student, Texas Advertising, UT Austin
Fulbright Scholar (2009-11)
Jiafeng (Camilla) Yu, camillayu@gmail.com
Intern, Media X at Stanford University
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21
Innovation Ecosystems Network November 2010

Questions?
Make complex relationships visible for
sharing and co-creation
Martha.Russell@stanford.edu
CamillaY@stanford.edu
Johari Window, Joseph Luft and Harry Ingham, 1955
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Value networks and social media conversations

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