Executive Guide to Networked Societies [UPDATED Jan 2014]

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Introduction of networks delivered to Unilever in July, 2013 and then updated for post-graduate students in 2014. Talk includes recent data on e-Commerce and mobility in Asia.

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Executive Guide to Networked Societies [UPDATED Jan 2014]

  1. 1. Jan 2014 Executive Guide to Networked Societies FACILITATOR Michael Netzley, PhD Academic Director, SMU ExD
  2. 2. Opportunity
  3. 3. DARPA Red Balloon Challenge •  2009 challenge on wide area collaboration •  Defense Advance Research Project Agency •  $40,000 prize to be first at finding 10 balloons around the United States •  How long did the winning team need to find them?
  4. 4. FEWER  THAN   NINE  HOURS  
  5. 5. How Did the MIT Team Win? •  Shared the reward –  $2000 correct coordinates –  $1000 for whomever invited them –  $500 for inviting the inviter –  $250 for inviting them –  And so on… •  Mass & social media were complementary •  Data mining via social media
  6. 6. What Was The Challenge? •  Competition to succeed to locating •  Geographically dispersed information •  Nontraditional problem required a nontraditional solution Crowdsourcing  
  7. 7. Today’s Objectives
  8. 8. Today’s Objectives •  Understand it is all about networks •  Introduce Castell’s networked societies •  Learn the mechanics of networks (intro to network theory) •  Highlight weak & strong ties •  Feature three trends you need to watch: big data, e-Commerce & mobility
  9. 9. Twitter & Queenstown
  10. 10. We  Live  in  Networks  
  11. 11. Expands Your Resource Base
  12. 12. Why Now?
  13. 13. Misdirect: Networks, not Information •  The defining characteristic of the modern age is networks –  All societies have had information (e.g., Ancient Athens and Rome) –  Digital networks are unique to the current age –  Networks, for the first time, can be a sustained structure for organizing people and work
  14. 14. Space of Places
  15. 15. Flows: Information & People
  16. 16. How We Now Organize Societal elites are now much less connected to cities [places], and are instead connected to information flows. Thus, the network serves as our organizing principle. Previously, networks were just an ad hoc organizational structure until the rise of digital technologies.
  17. 17. Network Theory
  18. 18. Research Says
  19. 19. Harvard Med School: Emotions Spread Through Large Social Networks Conclusion: People’s happiness depends on the happiness of others with whom they are connected. This provides further justification for seeing happiness, like health, as a collective phenomenon. - British Medical Journal 337 (2008) Fowler and Christakis
  20. 20. Harvard Med School: Obesity Spreads Through Large Social Networks “You may not know him personally, but your friend’s husband’s coworker can make you fat. And your sister’s friend’s boyfriend can make you thin.” - Fowler and Christakis (2009) Connected
  21. 21. Harvard Political Scientist: Why Americans Vote If you vote, then it increases the likelihood that your friend’s friend will also vote….Instead of each of us having only one vote, we effectively have several and therefore much more likely to influence the outcome. - Fowler and Christakis (2009) Connected
  22. 22. Rule: Three Degrees of Influence
  23. 23. 25 25 25 25 25
  24. 24. 155
  25. 25. Friend’s Friend’s Friend
  26. 26. Rule: Connections need to be strong; you need not know the people.
  27. 27. When to Use Weak Ties •  Speed of Distribution •  Less Dependent on Others •  Reach Distant Targets with Whom We are not Connected •  Innovative Ideas or Models •  Episodic Information Flows •  Bridge Diverse Groups
  28. 28. When to Use Strong Ties •  •  •  •  •  •  •  Urgent Situation Dependency for Well Being Decision Making Ethos-Based Infuence Access: Doors Opened Regular Information Flows Change Target’s Values
  29. 29. Tipping Point for Ideas: Just 10%? Scientists at Rensselaer Polytechnic Institute have found that when just 10 percent of the population holds an unshakable belief, their belief will always be adopted by the majority of the society. •  Social Cognitive Networks Academic Research Center (SCNARC) •  journal Physical Review E in an article titled “Social consensus through the influence of committed minorities.” Source
  30. 30. The Data
  31. 31. Duncan  Wa(s   Offers  an  Important   Point  of  Contrast  
  32. 32. Influencers or Influenceable?
  33. 33. Benefits of Networks
  34. 34. Tech Lowers Cost of Making Weak Ties
  35. 35. Enable the free flow of info
  36. 36. Peripheral Bridging Cental
  37. 37. Expand Your Resource Base
  38. 38. Solve Problems
  39. 39. Messages from Peers more Influential
  40. 40. Embedded in the Network
  41. 41. What Does It Mean for You?
  42. 42. 3 Must-Watch Trends
  43. 43. Big Data Analyzing  large  data  sets—so-­‐ called  big  data—will  become  a   key  basis  of  compeBBon,   underpinning  new  waves  of   producBvity  growth,   innovaBon,  and  consumer   surplus        -­‐  McKinsey,  Big  Data:  The    Next  Fron2er  for    Innova2on,  Compe22on,    and  Produc2vity.  
  44. 44. E-Commerce e-­‐commerce  spending  topped   more  than  $1  trillion  in   business-­‐to-­‐consumer   spending.  That  number   represents  21%  year-­‐over-­‐ year  growth,  which  is   expected  to  conBnue  this  year   as  online  spending  tops  $1.3   trillion.      -­‐  Wal-­‐Mart’s  e-­‐  Commerce  Poten2al,    Inc.magazine,  2013  
  45. 45. E-Commerce in China
  46. 46. Mobility
  47. 47. Mobile Driving Online Usage
  48. 48. “Asia  has  an  insa)able  appe)te  for  mobile”   “By  2015,one  in  two  people  in  the  world   using  the  Internet  will  be  in  Asia  and  in   the  region  a  persons  first  experience   online  will  likely  be  on  mobile.”         Aliza  Knox,  Managing  Director   of  Commerce,  Google  APAC  
  49. 49. So What Changes? •  Increase in geography-based search terms as people move about and conduct searches (state source?) •  Most SEO today does not factor in geographic terms, so SEO must be updates •  People rapidly enter search terms by small screen while moving, so mistakes increase, and the search engine must still recognize and find the relevant results (and quickly) •  Many search engines driven by ad revenues, so how do you display ads successfully on such a small screen?
  50. 50. About The Prof Michael Netzley
  51. 51. Michael Netzley, PhD •  •  •  •  Academic Director, SMU Executive Development Daddy with 3 daughters & 1 son SMU since 2002 Champion’s Award, Innovative Course Design and Delivery •  Research Fellow, Society for New Communication Research •  Visiting positions in Argentina, Berlin, Finland, Slovenia, and Japan •  Worked with IBM, TCS, IHG, 3M, Singapore Airline, Mastercard, Motorola, and Shell

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