Social Media&Public Transportation_Nov09


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A presentation for Sweden's Public Transportation organizations (Kollektivtrafik) on the impact of social media on business and the future of the transportation industry.

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Social Media&Public Transportation_Nov09

  1. 1. Creating value through <br />networks and social media<br />Dr. Robin Teigland, aka<br />Karinda Rhode in SL<br />Associate Professor<br />Stockholm School of Economics<br /><br /><br />Photo: Lundholm, Metro <br />November 2009<br /><br />
  2. 2. 2<br />- You on Youtube?<br /><ul><li> No, Hulu and Itunes, but I lost the USB for my MP3. It’s MIA, so is my GPS.
  3. 3. This PDF won’t show up on my LCD.
  4. 4. Call your ISP.</li></ul>- I could send them an SMS or look it up on the cookie wiki. So you on Google now?<br />- No, Bing. <br />- You are such a Yahoo! Oh, just got poked on Facebook.<br /><ul><li> From?
  5. 5. My mom wants to know if she can use Paypal for Netflix.
  6. 6. Did she ever sell her Imac on Ebay?</li></ul>- No, but she got WiFi for the Xbox.<br /><ul><li> Can we have a real conversation now?</li></ul>- Sure, can we have it in Second Life?<br />NPR, Internet’s 40th Birthday, 2009<br />
  7. 7. 3<br />&quot;...when the rate of change outside an organization is greater than the rate of change inside, the end is near....&quot; <br />Jack Welch…<br />
  8. 8. Did You Know: Shift Happens<br /><br />What does this mean for organizations?<br />4<br />
  9. 9. Information and knowledge<br />Growth<br />Human absorptive capacity<br />Time<br />Human capacity cannot keep up…<br />Cohen & Levinthal 1989<br />5<br />
  10. 10. 6<br />”No one knows everything, <br />everyone knows something, <br />all knowledge resides in humanity.”<br />networks<br />Adapted from Lévy 1997<br />
  11. 11. 7<br />The wisdom of the crowd<br />Closed<br />Expensive<br />Complex<br />Accurate<br />Open<br />Inexpensive<br />Simple<br />Close enough<br />Accurate<br />Adapted from Hinton 2007<br />
  12. 12. 8<br />Leveraging external resources to find solutions and solve unsolved problems<br />A shift from being <br />problem solvers to solution finders <br />
  13. 13. History tends to repeat itself….Innovation, financial crisis, industrial revolution, … <br />Microelectronics<br />Internal combustion engine<br />Steam engine<br />Third <br />industrial <br />revolution?<br />Late 18th C<br />Late 19th C<br />Late 20th C<br />9<br />Schön 2008<br />
  14. 14. A new workforce is appearing…<br />10<br />“Digital Immigrants”<br />“Digital Natives”<br />Company loyalty<br />Work ≠ Personal<br />Learning=Behind the desk<br />Professional loyalty<br />Work = Personal<br />Learning=Fun and games<br />Mahaley 2008, Merrill Lynch 1999, Beck and Wade, Prensky<br />
  15. 15. A new workforce is appearing<br /><ul><li>Control
  16. 16. Community
  17. 17. Collaboration
  18. 18. Challenge
  19. 19. Creation</li></ul><br />11<br />
  20. 20. 12<br />Using the social web to build relationships, find information and knowledge, solve problems, and learn<br />
  21. 21. 13<br />Building skills in virtual environments<br />My CV<br /><ul><li>Leading a virtual team of 30 individuals from across the globe
  22. 22. Creating and successfully executing strategies under pressure
  23. 23. Managing cross-cultural conflict without face-to-face communication</li></li></ul><li>The older generation of leaders<br />As of June 2009, of the Fortune 100 CEOS….<br /><ul><li>2 CEOs have Twitter accounts but no activity
  24. 24. 13 CEOs on LinkedIn but only 3 have >10 connections
  25. 25. 19 CEOs on Facebook but <15 friends
  26. 26. 75 CEOs on Wikipedia but nearly 33% of these have limited or outdated information
  27. 27. 0% have a blog</li></ul>14<br />1<br /><br />
  28. 28. Using social media<br />15<br /><br />
  29. 29. 16<br />Increasing pressure on “traditional” organizations<br />Formal organization/ <br />Hierarchy <br />Social organization /<br />Heterarchy<br />Teigland et al. 2005<br />
  30. 30. Top management “fears” ….<br /><ul><li>What about leakage of company secrets outside the firm?
  31. 31. What about social overload and role conflict?
  32. 32. Will employees conduct good organizational stewardship?
  33. 33. How do we measure and validate the value of web 2.0?</li></ul>Web 2.0 is of a more grassroots nature – implementation in traditional hierarchical organizations results in tension between employees and management<br />Hustad & Teigland 2009<br />17<br />
  34. 34. 18<br />But…. management cannot mandate social relationships<br />My company has blocked my computer from accessing most of the social media sites. But I feel so cut off from my network. So, now I just connect through my phone. <br />Teigland & Hustad 2009<br />
  35. 35. 19<br />Develop company guidelines for using social media internally and externally<br />Trust your employees, and do not ban social media<br />Use wikis to enable employees to create company guidelines, egIBM,<br />Yahoo’s guidelines<br />Be respectful of your colleagues<br />Get your facts straight<br />Provide context to your argument<br />Engage in private feedback<br />When trusted, employees feel empowered to do the right thing!<br />
  36. 36. Usage of Web 2.0<br />20<br />1088 respon<br />McKinsey Quarterly, Sep 2009 <br />
  37. 37. Building relationships through twitter at Zappos<br />21<br />
  38. 38. Motorola Q – Creating content<br />22<br />
  39. 39. 23<br />Creating new and strengthening existing relationships through Facebook<br /><ul><li>#1 Applications Lifecycle Management (ALM) & business mashup
  40. 40. 96 of Fortune 100 as customers
  41. 41. 800 employees in 18 countries across globe
  42. 42. Facebook Fridays: One hour every Friday on Facebook to find fun and connect with co-workers, customers, family, and friends
  43. 43. Average employee age: 46
  44. 44. 27 year old Silicon Valley company
  45. 45. >90% of employees on FB</li></li></ul><li>Launching new products, stores, etc.<br />24<br /><br />
  46. 46. Informing and engaging the public<br />25<br />
  47. 47. What about business results?<br /><ul><li>Survey of 1700 execs worldwide by McKinsey
  48. 48. Value from Web 2.0 internal use (% respondents)
  49. 49. Increased speed of knowledge access – 68%
  50. 50. Reduced communication costs – 54%
  51. 51. Improved access to knowledge experts – 43%
  52. 52. Reduced travel costs – 40%
  53. 53. Improved employee satisfaction – 35%
  54. 54. Decreased time to market for products/services and increased innovation – 25%
  55. 55. Increased revenue – 14%
  56. 56. Increased impact if web 2.0 integrated into employees daily work activities</li></ul>26<br />McKinsey Quarterly, Sep 2009 <br /><br />
  57. 57. Intuit’s Brainstorm<br />27<br /><br />
  58. 58. 28<br /><br />
  59. 59. 29<br />The speed of information: The power of social media <br /><br />Fortune, Rey 2008<br />
  60. 60. Monitor social media sites and react in a timely fashion<br />30<br />Friedman 2009<br />
  61. 61. 31<br />But check <br />out HP’s responsiveness!<br /><br />
  62. 62.<br />32<br />
  63. 63. 33<br /><br />
  64. 64. 34<br /><br />
  65. 65. Towards 3D Internet<br />SENSORY<br />3D Internet<br />Thinking<br />Connected<br />Web 2.0 Thinking<br />SecondLife, There Active Worlds,<br />Entropia, SimsOnline, Club Penguin,Habbo, ToonTown,<br />World of Warcraft, 3D planets, VSlide, Protosphere<br />Individual<br />Web 1.0 Thinking<br />Facebook, Friendster, Yahoo, Blogger, Wikipedia, eBay, Typepad, LinkedIn. Amazon, MySpace, Textamerica, Delicious, HubPages<br />Mosaic, Prodigy, Compuserve, AOL, Netscape<br />Level of Interaction<br />Time<br />Hamilton 2008<br />35<br />
  66. 66. The future of 3D internet<br /> Before the first plate of aluminum is even bent for production, the passengers will have flown the plane, the crew will have serviced the plane, and the pilots will have flown the plane.<br />CEO of Boeing supplier<br />36<br />
  67. 67. Around 150 virtual worlds<br /><ul><li>Q1 2009:
  68. 68. $68 mln invested in 13 virtual world companies</li></ul>600 mln users<br />
  69. 69. What are Virtual Worlds?<br /><ul><li>Persistent, computer-simulated, immersive environments
  70. 70. Shared space/co-presence with possibility for socialization and community
  71. 71. In some cases, ability to manipulate/create content
  72. 72. In some cases, virtual economy and currency</li></ul><br />38<br />
  73. 73. “Clearly if social activity migrates to synthetic worlds, economic activity will go there as well.”Castranova<br /><br />39<br />
  74. 74. Finding and recruiting talent globally<br /><ul><li> job fair
  75. 75. Benelux job fair
  76. 76. Accenture island
  77. 77. IBM island
  78. 78. Entrepreneurs
  79. 79. Microemployees</li></ul>40<br />
  80. 80. 41<br />Innovation workshops bring together users from across the globe<br />
  81. 81. What are the implications for traditional industries? <br />“Soon all fashion designers will be originating their designs and managing the production in virtual worlds….Why such a dramatic change? Economics, pure and simple.”<br />Shenlei Winkler, <br />Director Fashion Research Institute<br />Learn how to become an SL Fashion Designer at<br />42<br />
  82. 82. Which professions will be revolutionized?<br />43<br />
  83. 83. 44<br />Tomorrow’s education & training?<br />Improving virtual teaming cross-cultural skills<br />Designed by Duke CE and SSE inworld<br />Task: To build a bridge in your virtual team<br />
  84. 84. 45<br />From the mobility of goods to the mobility of financial capital to … <br />...the “mobility” of labor?<br />
  85. 85. 46<br />DN<br />Aug 20, 1996<br />
  86. 86. So, whatdoes all this mean?<br />Organizations have to ….<br /><ul><li>develop their employees’ network leadership skills
  87. 87. to build their networks globally - both inside and out
  88. 88. leverage social media
  89. 89. To win the war for talent
  90. 90. To innovate for continuous competitive advantage
  91. 91. To build their reputation and brand
  92. 92. cultivate an open, knowledge sharing culture</li></ul>47<br />If you love knowledge, set it free…<br />
  93. 93. Tremendous <br />opportunities!!!!<br />48<br />
  94. 94. Thanks and <br />see you in world!<br />Karinda Rhode<br />aka Robin Teigland<br /><br /><br /><br />Photo: Lindholm, Metro<br />49<br />