0
WWW.FLICKR.COM/PHOTOS/EDENPICTURES/2853562919
TORSTEN HENNING HENSEL
PARTNER // CREATIVE CONSULTANT
NOUVÉ INTERPLAY

WWW.N...
who are
thedigital
 natives?
Digital Natives have grown up in a digital world. They
 relate to information and to others in new and different
ways. The...
"... they grew up on video games (twitch speed),
MTV (more than 100 images a minute), and the ultra-fast
speed of action fi...
digital thinking
digital life –
http://www.flickr.com/photos/jazminmillion/2773129174/




        Based on the latest research in neurobiology, there is
 ...
http://www.ericsson.com/ericsson/corpinfo/publications/ericsson_business_review/pdf/108/understanding_digital_natives.pdf
...
http://www.marcprensky.com/writing/Prensky%20-%20Twitch%20Speed.html




         Twitch Speed                            ...
www.web-strategist.com/blog/2009/05/14/what-companies-should-know-about-digital-natives


                                ...
this will have
consequences
       for their
communication
   behaviour
http://www.flickr.com/photos/andrebernardodotcom/2578716991




       control
http://www.de.capgemini.com/m/de/tl/Digital_...
http://www.flickr.com/photos/slaterspeed/3111104731




                                          control
     For a long t...
http://www.flickr.com/photos/godchilla/3137393718/




                          impatience
             Consumers today ar...
http://www.flickr.com/photos/notsogoodphotography/2987346666/




                               interaction
              ...
http://www.flickr.com/photos/lilcthulhu/457937492




                    originality
     For a long time media consumptio...
what happens
 when they
         enter
the business
     stage...?
Young people may be
newcomers to the world of work, but
it's their bosses who are
      immigrants into the
             d...
Today's younger workers are
not 'little us-es'. Their preference
is for sharing, staying connected,
instantaneity, multi-t...
http://www.flickr.com/photos/bug138/57290231




Those challenges often flow from
young workers' embrace of digital technolo...
Today's 25-year-old was born in 1985 – 10 years after the first consumer
computers went on sale and the same year that the ...
Now, we have a reversal of the normal situation, where young people migrate
 into a workplace manned by seasoned natives. ...
www.flickr.com/photos/lyza/276990225




This generational difference will inevitably pose challenges
and create opportunit...
www.flickr.com/photos/anasantos/2055192769




1
                                                                          ...
www.flickr.com/photos/anasantos/1937300158




2
THEY ARE TECHNOLOGICALLY LITERATE,
     BUT THAT DOES NOT NECESSARILY MAKE...
3
THEY ARE CONTENT CREATORS – THAT SHAPES THEIR
NOTIONS ABOUT PRIVACY AND PROPERTY.
Most teenagers today have already crea...
4
                                            THEY ARE PRODUCT AND PEOPLE RANKERS –
                                      ...
www.flickr.com/photos/anasantos/2318112610




5
                                                                          ...
www.flickr.com/photos/kegroll/2903014468


As digital natives change how businesses
operate, new management standards will
...
the role of
  software
         in the
 war for
       talent
As digital natives enter the workforce, they bring with them their norms
of sharing, collaboration and information process...
http://www.flickr.com/photos/ottonassar/1149873101




The digital natives are taking with them
blogs, wikis, mashups, RSS ...
www.flickr.com/photos/larskflem/1716905122




Companies that want to attract digital natives will
have to speed up becoming...
http://www.flickr.com/photos/selenamarie/2466988308



Instead of just throwing money at personal tools and
software techno...
www.flickr.com/photos/eekim/2235294862




Companies should especially pick social software that
boosts the effectiveness o...
www.flickr.com/photos/j
                                                                                        ermaister/4...
WIREARCHY IS EMERGING ...
We all know and understand hierarchy – the enduring principle of the institutions that govern us...
THANK YOU!
Want to know more? Get in contact:
torsten.hensel@nouve-interplay.com
Copyright © nouvé

All cognitions, docume...
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Digital Employees

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How the Digital Natives will transform companies and knowledge transfer

Published in: Technology, Business

Transcript of "Digital Employees"

  1. 1. WWW.FLICKR.COM/PHOTOS/EDENPICTURES/2853562919 TORSTEN HENNING HENSEL PARTNER // CREATIVE CONSULTANT NOUVÉ INTERPLAY WWW.NOUVE.EU WWW.NOUVE-INTERPLAY.COM WWW.TWITTER.COM/NOUVE_INTERPLAY WWW.FACEBOOK.COM/NOUVE.INTERPLAY NOUVENEXT.TUMBLR.COM NOUVENET.MIXXT.ORG DIGITAL EMPLOYEES HOW THE DIGITAL NATIVES WILL TRANSFORM COMPANIES AND KNOWLEDGE TRANSFER BERLIN // NOVEMBER 2009
  2. 2. who are thedigital natives?
  3. 3. Digital Natives have grown up in a digital world. They relate to information and to others in new and different ways. They manage multiple online identities; they share photos, music, and personal information daily; and they create and collaborate in new ways. Finally, ...
  4. 4. "... they grew up on video games (twitch speed), MTV (more than 100 images a minute), and the ultra-fast speed of action films. Their developing minds learned to adapt to speed and thrive on it." Marc Prensky: Twitch Speed http://www.marcprensky.com/writing/Prensky%20-%20Twitch%20Speed.html http://wallpaper-s.org/18__Grand_Theft_Auto_III.htm
  5. 5. digital thinking digital life –
  6. 6. http://www.flickr.com/photos/jazminmillion/2773129174/ Based on the latest research in neurobiology, there is no longer any question that stimulation of various kinds actually changes brain structures and affects the way people think, and that these transformations go on throughout life. The brain is massively plastic. It constantly changes and organizes itself differently based on the inputs it receives. Marc Prensky: Digital Natives, Digital Immigrants, Part II: Do They Really Think Differently? http://www.marcprensky.com/writing/Prensky%20-%20Digital%20Natives,%20Digital%20Immigrants%20-%20Part2.pdf
  7. 7. http://www.ericsson.com/ericsson/corpinfo/publications/ericsson_business_review/pdf/108/understanding_digital_natives.pdf http://www.flickr.com/photos/orenratowsky/3109980220 always on A typical 21-year-old has, on average: sent and received 250,000 e-mails, instant messages, and SMS text messages, used a mobile phone for 10,000 hours, played video games for 5,000 hours, and spent 3,500 hours social networking online...
  8. 8. http://www.marcprensky.com/writing/Prensky%20-%20Twitch%20Speed.html Twitch Speed Conventional Speed Parallel Processing Linear Processing Graphics First Text First Random Access Step-by-Step Connected Active vs. Standalone Passive Play Work Payoff Patience Fantasy Reality Technology as Friend Technology as Foe http://www.flickr.com/photos/dre007/2754865505 http://www.flickr.com/photos/luismontemayor/272464584
  9. 9. www.web-strategist.com/blog/2009/05/14/what-companies-should-know-about-digital-natives In a recent post on his blog, Jeremiah Owyang draws some key characteristics of the digital natives: www.flickr.com/photos/judygr/3788334816
  10. 10. this will have consequences for their communication behaviour
  11. 11. http://www.flickr.com/photos/andrebernardodotcom/2578716991 control http://www.de.capgemini.com/m/de/tl/Digital_Natives.pdf impatience This younger generation desires with the ability to access content and communicate whenever they choose, regardless of location. is also characteristic of this age group, as it seeks to make the most efficient use interaction of its time through multitasking and “media snacking.” The youth are also constantly engaged in community originality sharing opinions on what content is worth seeing or experiencing. Additionally, they are looking for avenues of selfexpression that enable them to showcase their creativity and portray their
  12. 12. http://www.flickr.com/photos/slaterspeed/3111104731 control For a long time media consumption has been a lean-back, passive experience, constrained by broadcasting schedules. However, younger users are playing a more active role in controlling and deciding how and when they want to consume media. They are starting to move away from platforms such as linear TV and radio that do not enable content to be consumed in a flexible way. http://www.de.capgemini.com/m/de/tl/Digital_Natives.pdf
  13. 13. http://www.flickr.com/photos/godchilla/3137393718/ impatience Consumers today are living in a world of hyper-choice. They own multiple devices that provide access to a very wide range of communication and content services. To make the most of their time, they are increasingly consuming several types of content at once, rapidly switching attention from one source to another, a form of multitasking http://www.de.capgemini.com/m/de/tl/Digital_Natives.pdf
  14. 14. http://www.flickr.com/photos/notsogoodphotography/2987346666/ interaction The influence of their peer group on the younger generation is nothing new. However, the Internet has opened up the possibility for today’s younger generation to interact with a global community at any time, anywhere. This age group continuously exchanges opinions on what is worth seeing, reading and downloading. http://www.de.capgemini.com/m/de/tl/Digital_Natives.pdf
  15. 15. http://www.flickr.com/photos/lilcthulhu/457937492 originality For a long time media consumption has been a lean-back, passive experience, constrained by broadcasting schedules. However, younger users are playing a more active role in controlling and deciding how and when they want to consume media. They are starting to move away from platforms such as linear TV and radio that do not enable content to be consumed in a flexible way. http://www.de.capgemini.com/m/de/tl/Digital_Natives.pdf
  16. 16. what happens when they enter the business stage...?
  17. 17. Young people may be newcomers to the world of work, but it's their bosses who are immigrants into the digital world. www.flickr.com/photos/bug138/57290586
  18. 18. Today's younger workers are not 'little us-es'. Their preference is for sharing, staying connected, instantaneity, multi-tasking, assembling random information into patterns, and using techno- logy in new ways. Their challenge to the established way of doing things in the business world has already started. Marc Prensky http://www.flickr.com/photos/bug138/57290111
  19. 19. http://www.flickr.com/photos/bug138/57290231 Those challenges often flow from young workers' embrace of digital technologies that have grown up with them.
  20. 20. Today's 25-year-old was born in 1985 – 10 years after the first consumer computers went on sale and the same year that the breakthrough "third generation" video game, Nintendo's "Super Mario Brothers," first went to market. When this young worker was a toddler, the basic format of instant messaging was developed. And at the time this young worker entered kindergarten in 1990, Tim Berners-Lee wrote a computer program called the World Wide Web. Upon entering middle school, our worker might have organized his schedule with a gadget called a Palm Pilot (first shipped in 1996). And at the dawn of high school for our worker in 1999, Sean Fanning created the Napster file-sharing service. When the worker graduated from high school four years later, his gifts might have included an iPod (patented in 2002) and a camera phone (first shipped in early 2003). Our worker's college career saw the rise of blogs (already two-years-old in 2000), RSS feeds (coded in 2000), Wikipedia (2001), social network sites (Friendster was launched in 2002), tagging (Del.icio.us was created in 2003), free online phone calling (Skype software was made available in 2003), podcasts (term coined in 2004), and the video explosion that has occurred as broadband internet connections become the norm in households (YouTube went live in 2005). http://pewresearch.org/pubs/70/digital-natives-invade-the-workplace
  21. 21. Now, we have a reversal of the normal situation, where young people migrate into a workplace manned by seasoned natives. Instead, in this digitalized age, this 25-year-old and his peers are showing up in human resources offices as digital natives in a workplace world dominated by digital immigrants... http://pewresearch.org/pubs/70/digital-natives-invade-the-workplace www.flickr.com/photos/normko/1011494609
  22. 22. www.flickr.com/photos/lyza/276990225 This generational difference will inevitably pose challenges and create opportunities for the firms that hire them. The Pew Research Center identified five new realities of the digital natives' lives that should be understood by their new employers...
  23. 23. www.flickr.com/photos/anasantos/2055192769 1 http://pewresearch.org/pubs/70/digital-natives-invade-the-workplace THEY ARE VIDEO GAMERS AND THAT GIVES THEM DIFFERENT EXPECTATIONS ABOUT HOW TO LEARN, WORK, AND PURSUE CAREERS. For today's young workers, the ethos of video gaming plays a significant role. Virtually all college students play video, computer or internet games and 73% of teens do so. Gaming is the "training program" that helps form their attitudes about the way the work-world operates – a world full of data-streams, where analysis and decisions come at twitch speed, where failure at first is the norm, where the game player is the hero, and where learning takes place informally. For companies, this puts a premium on designing engaging work that allows workers to make a clear contribution and be rewarded for same. If "organization man" has become "gaming man," then the importance of worker morale is elevated -- as is the value of basing work on completed tasks, rather than other measures of work effort such as hours on the job. Digital natives need projects to complete and then stand out of the way. They quit when they are frustrated trying to finish an effort that will 'get them to the next level.'
  24. 24. www.flickr.com/photos/anasantos/1937300158 2 THEY ARE TECHNOLOGICALLY LITERATE, BUT THAT DOES NOT NECESSARILY MAKE THEM MEDIA LITERATE. http://pewresearch.org/pubs/70/digital-natives-invade-the-workplace Most users understand the internet as a vast encyclopedia – more than it is a playground, a commercial mall, a civic commons, a kaffee klatch, or a peep show. This is especially true for the digital natives, who have grown up relying on it to complete school assignments, perhaps too often clipping and pasting material from websites into term papers. The problem is that digital natives often rely on web sources without checking their origins and confirming their evidence in other ways. Thus, companies are doing good to enhance their critical thinking skills regarding media and make them questioning what lies behind media productions – the motives, the money, the values and the ownership – and to be aware of how these factors influence content.
  25. 25. 3 THEY ARE CONTENT CREATORS – THAT SHAPES THEIR NOTIONS ABOUT PRIVACY AND PROPERTY. Most teenagers today have already created a blog, posted an artistic or written creation online, helped build a website, created an online profile, or uploaded photos and videos to a website. They think of the internet as a place where they can express their passions, play out their identities, and gather up the raw material they use for their creations... In the many-to-many broadcast environment of the internet, the prospects for data hemorrhage from companies have grown exponentially. The rise of consumer-creations online also means that outsiders have all manner of ways to record and report on the behavior of employees. Clearly, firms need to create policies about how internal bloggers should treat company information, what kinds of intellectual property need to be protected, and basic norms of behavior that should guide people who want to create online material. http://pewresearch.org/pubs/70/digital-natives-invade-the-workplace www.flickr.com/photos/anasantos/1721276540
  26. 26. 4 THEY ARE PRODUCT AND PEOPLE RANKERS – THAT INFORMS THEIR NOTIONS OF PROPRIETY. This is the wisdom-of-crowds generation that grew up rating peers' physical attributes (amihotornot.com), pop culture creations (metacritic.com reviews), teachers' style and grading practices (ratemyprofessors.com), products and services (epinions.com), and even weddings (bridezilla.com). No surprise, then, that there are websites drawing decent traffic for people to rate their bosses, their clients, and their customers. As the tone of online commentary is often flame-oriented, racy, and retaliatory, organizations might ponder adding a new clause or two to the policy manual about online etiquette inside and outside the workplace to handle unacceptable online behaviors where liability might emerge. http://pewresearch.org/pubs/70/digital-natives-invade-the-workplace www.flickr.com/photos/anasantos/2046047328
  27. 27. www.flickr.com/photos/anasantos/2318112610 5 http://pewresearch.org/pubs/70/digital-natives-invade-the-workplace THEY ARE MULTI-TASKERS OFTEN LIVING IN A STATE OF "CONTINUOUS PARTIAL ATTENTION" AND THAT MEANS THE BOUNDARY BETWEEN WORK AND LEISURE IS QUITE PERMEABLE. The ubiquity of gadgets and media allows younger workers to toggle back and forth quickly between tasks for work and chatter with their friends, research for projects and diversions on their screens. Many marvel at their capacity to juggle multiple tasks at once. Thus, many technophiles function in a condition called "continuous partial attention," where they are scanning all available data sources for the optimum inputs. Those who operate in such a state are not as productive as those who stay on task. They also do not make distinctions between the zones of work and leisure, consumer and producer, education and entertainment. Their worlds bleed together. But as it won‘t work to draw borders around different spheres of life for them, companies should let them shift among them at their own choosing – as long as the work gets done.
  28. 28. www.flickr.com/photos/kegroll/2903014468 As digital natives change how businesses operate, new management standards will abound and the demand for technological infrastructure will be greater than ever. Offering them the tools and software they are used to work with and collaborate with each other, will be a key success factor in the war for talent.
  29. 29. the role of software in the war for talent
  30. 30. As digital natives enter the workforce, they bring with them their norms of sharing, collaboration and information processing. These norms differ significantly from the workings of traditional corporate environments. www.flickr.com/photos/j_osullivan/2230310236
  31. 31. http://www.flickr.com/photos/ottonassar/1149873101 The digital natives are taking with them blogs, wikis, mashups, RSS feeds and other Web 2.0 social networking tools that will allow them to collaborate freely. www.eweek.com/c/a/Messaging-and-Collaboration/Digital-Natives-Will-Drive-Web-20-into-Your-Business
  32. 32. www.flickr.com/photos/larskflem/1716905122 Companies that want to attract digital natives will have to speed up becoming 'enterprises 2.0', offering their staff rich internet applications, social software and a Web platform to execute tasks. www.eweek.com/c/a/Messaging-and-Collaboration/Digital-Natives-Will-Drive-Web-20-into-Your-Business
  33. 33. http://www.flickr.com/photos/selenamarie/2466988308 Instead of just throwing money at personal tools and software technologies that support social processes in- house, companies should start with business goals and then pick technologies to support them. www.eweek.com/c/a/Messaging-and-Collaboration/Digital-Natives-Will-Drive-Web-20-into-Your-Business
  34. 34. www.flickr.com/photos/eekim/2235294862 Companies should especially pick social software that boosts the effectiveness of employees doing tasks that cant be automated. These concepts include relating to each other, discovering threats and opportunities, innovating, teaming, leading, and learning. www.eweek.com/c/a/Messaging-and-Collaboration/Digital-Natives-Will-Drive-Web-20-into-Your-Business
  35. 35. www.flickr.com/photos/j ermaister/458624987/ www.flickr.com/photos/3 5034345449@N01/263260 68 As digital natives will contin ue to influence the evolution of modern business practic es that support the digital age, it is very likely that they also wil l change the concept of hierarchy and transform it to a mo re modern, competence-based and collaboratively sou rced understanding of leadership.
  36. 36. WIREARCHY IS EMERGING ... We all know and understand hierarchy – the enduring principle of the institutions that govern us and in which we work and live. The people at the top of the institutions control the agendas and make the decisions. That's changing. Taking decisions and managing organized activities are being impacted in powerful ways by interconnected networks of people and technology. The Internet is connecting customers, employees and communities and empowering them with information in ways never before possible. Every week the impact of hyperlinked, horizontal and vertical networks is being felt more clearly and in more insistent ways. The impacts are creating new dynamics in organizations as well as emergent forms of organized activities that are based on participation and peer-to-peer interaction, resulting in nimble, responsive, and results-focused networked group / team structures. A shift in the ways activities are planned and managed is occurring in many spheres of human activity, from command-and-control to coordinate-and-channel. This new principle is called Wirearchy: a dynamic two-way flow of power and authority based on information, knowledge, trust and credibility, enabled by interconnected people and technology. Jon Husband http://www.wirearchy.com/ www.flickr.com/photos/-cavin-/2366764272
  37. 37. THANK YOU! Want to know more? Get in contact: torsten.hensel@nouve-interplay.com Copyright © nouvé All cognitions, documents and methods presented by nouvé in the foregoing concept will remain the agency‘s intellectual property. Utilisation of the presented ideas, texts, graphic designs, timetables, plannings, fotos, moving pictures and sound materials as well as other stored media associated with this concept is restricted to the realisation in conjunction with nouvé. All realisation and utilsation is only allowed on the basis of a contract and its fulfilling with the originators / rights owners. Rights of use will only be granted on the basis of this contract that will also regulate their extent regarding time, space, content, intention and manner of use. All realisation and utilisation (in whole or parts) deviant from this regulations as well as a propagation to third parties are a violation of copyright with all its legal consequences.
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