About This Study <ul><li>Focus of the study: </li></ul><ul><ul><li>Users of online professional networks </li></ul></ul><u...
Key finding  #1:  Thought leadership is the new currency of online professional collaboration <ul><li>Business professiona...
Key finding #2:  The collaboration recipe = 1 to 2 large networks + 1 to 2 niche communities <ul><ul><li>While nearly all ...
Key finding #3:  Social business is starting to happen within professional communities of practice <ul><li>Professional co...
Key finding #4:  Professionals share and consume quality content within their professional networks as a way of exerting i...
Mobile Devices To Access Professional Networks are On The Rise:  59% of Respondents Use them To Access Professional Networ...
The Majority Of Professionals Use Online Networks Daily To Inform Their Work <ul><li>Question:  On average, how often do y...
Many Professionals Use A Combination Of “Big Three” Networks Plus  Smaller, Selective Online Communities <ul><ul><li>Almos...
And They Prefer To Engage Deeply With Peers In A Few Networks <ul><ul><li>Most respondents were split evenly between prefe...
Professionals Value Online Communities To Connect and Compete <ul><ul><li>Networks are trusted environments for relationsh...
People And Content Found Within Online Communities Are Widely Used To Identify Business Trends And In Support Of A Profess...
While Professionals Value Collaboration, Their Companies Seek To Invest In Social Media Marketing Programs  <ul><li>Questi...
What we think this means... <ul><li>Professionals now use their social media peer groups and online communities as reliabl...
Thank you! <ul><li>For more information or to get a copy of the full study you can contact me… </li></ul><ul><li>Vanessa D...
Demographics
Gender and Age <ul><li>Question:  What is your gender? </li></ul><ul><li>Question:  What is your current age? </li></ul><u...
Professional Role <ul><li>Question:  Which of the following categories best describes your professional role in your organ...
Primary Business <ul><li>Question:  Please indicate your organization’s primary type of business </li></ul><ul><ul><li>One...
Number of Employees <ul><li>Question:  Approximately how many full time employees does your organization have worldwide in...
Responsibility <ul><li>Question:  Which of the following best describes your responsibilities in making decisions on produ...
Size of Budget Managed and Influenced <ul><li>Question:  What is the average size of the budget that you 1) Manage and 2) ...
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The New Symbiosis of Professional Networks

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Presented by Vanessa DiMauro,
SNCR Senior Fellow, Leader Networks
6th Annual SNCR Symposium
Nov. 3-4, 2011
Harvard University's Faculty Club

Published in: Technology, Business
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Transcript of "The New Symbiosis of Professional Networks "

  1. 2. About This Study <ul><li>Focus of the study: </li></ul><ul><ul><li>Users of online professional networks </li></ul></ul><ul><ul><li>Examination of current use of online professional networks </li></ul></ul><ul><ul><li>Online preferences </li></ul></ul><ul><ul><li>Changes and predicted changes in use of online professional networks </li></ul></ul><ul><li>Sample composition: </li></ul><ul><ul><li>The survey “The New Symbiosis of Professional Networks” was administered online to 114 participants </li></ul></ul><ul><ul><li>Participants were notified through blogs and direct email invitation by study sponsors </li></ul></ul><ul><ul><li>Close to two in ten (18%) respondents identified themselves as the CEO of their organization, with close to half identifying themselves as a “Director” (20%) or “Manager” (24%) </li></ul></ul><ul><ul><li>Company size ranged from less than 100 to over 50,000 full-time employees </li></ul></ul><ul><ul><li>Age was well distributed with the greatest proportion in the 36-45 range </li></ul></ul><ul><ul><li>10 countries were represented, with 76% of respondents living in the US </li></ul></ul><ul><ul><li>All respondents were either the decision makers or influenced the decision maker </li></ul></ul>
  2. 3. Key finding #1: Thought leadership is the new currency of online professional collaboration <ul><li>Business professionals are changing how they collaborate as a </li></ul><ul><li>result of online professional communities and peer networks. </li></ul><ul><ul><li>Social networks have evolved to = knowledge and communication networks. </li></ul></ul><ul><ul><li>Access to thought leadership content is the #1 reason why professionals surveyed visit networks and communities. </li></ul></ul><ul><ul><li>Professionals collaborate with each other through the thought leadership content they generate, curate or share. No longer is collaboration an experience between a limited number of people. </li></ul></ul>
  3. 4. Key finding #2: The collaboration recipe = 1 to 2 large networks + 1 to 2 niche communities <ul><ul><li>While nearly all professionals surveyed (97%) use LinkedIn, the use of smaller (niche) professional network are being leveraged to find peers and content specifically related to the work that they do (by role, industry, geography, etc.). </li></ul></ul><ul><ul><li>Professionals are finding the right mix of large open networks and private communities to support their learning, networking and decision-making activities. </li></ul></ul>
  4. 5. Key finding #3: Social business is starting to happen within professional communities of practice <ul><li>Professional communities are being used more frequently to inform business strategy and supporting new products and services (much more than in 2009). </li></ul><ul><li>80% of respondents are able to accelerate decision process and information/strategy development by participating in communities. </li></ul>
  5. 6. Key finding #4: Professionals share and consume quality content within their professional networks as a way of exerting influence <ul><ul><li>Endorsement (via like, read, share, retweet) is at the center of collaboration in social media communities. </li></ul></ul><ul><ul><li>“ The Crescendo Effect ” in social media environments has great impact on the buying decision. High quality content yields transparency and credibility. </li></ul></ul><ul><ul><li>Professional collaboration is changing from a small professional exchange into an interaction with content in public ways. The consequence of sharing content online = influence </li></ul></ul>
  6. 7. Mobile Devices To Access Professional Networks are On The Rise: 59% of Respondents Use them To Access Professional Networks <ul><ul><li>Essentially all respondents access social networks on a PC or Mac and about 6 in 10 respondents in 2010 access a professional network using a mobile device </li></ul></ul><ul><ul><li>2010 showed a significant increase in the use of mobile devices to access online networks (15%) increase. 59% of respondents access online networks via mobile devices (vs. 44% in 2009). </li></ul></ul>
  7. 8. The Majority Of Professionals Use Online Networks Daily To Inform Their Work <ul><li>Question: On average, how often do you visit the networks or communities you belong to? </li></ul><ul><li>Question: How has this changed over the last three years? </li></ul><ul><ul><li>80% of respondents access social networks one or more times a day with change in use increasing for 88% of respondents over the last three years </li></ul></ul><ul><ul><li>More than four in ten visit professional networks many times each day </li></ul></ul>
  8. 9. Many Professionals Use A Combination Of “Big Three” Networks Plus Smaller, Selective Online Communities <ul><ul><li>Almost all respondents participate in large public networks or communities </li></ul></ul><ul><ul><li>Two thirds participate in open social media networks such as Twitter or Yelp </li></ul></ul><ul><ul><li>About half participate in midsize or specialized communities </li></ul></ul>
  9. 10. And They Prefer To Engage Deeply With Peers In A Few Networks <ul><ul><li>Most respondents were split evenly between preferring to deeply experience a limited number of networks and joining many networks but only participating heavily in a few </li></ul></ul>
  10. 11. Professionals Value Online Communities To Connect and Compete <ul><ul><li>Networks are trusted environments for relationship management and decision support </li></ul></ul><ul><ul><li>Significantly more professionals value professional networks for monitoring competitive brands over their own company brand </li></ul></ul>Top Three Benefits Of Online Community Participation
  11. 12. People And Content Found Within Online Communities Are Widely Used To Identify Business Trends And In Support Of A Professional Decision <ul><li>When Faced With A Professional Decision, Survey Respondents Are Likely To… </li></ul><ul><ul><li>Eight in ten respondents use online social networks to identify trends and key topics for further exploration </li></ul></ul><ul><ul><li>Just over a quarter use them to help reach a professional decision </li></ul></ul>
  12. 13. While Professionals Value Collaboration, Their Companies Seek To Invest In Social Media Marketing Programs <ul><li>Question: In what ways do you see your company’s external use of social media changing over the next 1-2 years? (select up to 3) </li></ul><ul><ul><li>More than half of respondents foresee more marketing programs and content distribution in the next one to two years </li></ul></ul><ul><ul><li>Very few foresee no change in social media usage </li></ul></ul>
  13. 14. What we think this means... <ul><li>Professionals now use their social media peer groups and online communities as reliable inputs into their decision-making </li></ul><ul><ul><li>2009-10 was about exploring and experimenting with online relationships whereas 2010-11 is about capitalizing on them. </li></ul></ul><ul><li>Thought leadership is the professional currency of the future </li></ul><ul><ul><li>Professionals and organizations are now being defined by the quality of the content they exchange, curate and create. </li></ul></ul><ul><ul><li>However, few content creation channels have stood the test of time as there is less content being created as professionals have learned to curate only the best </li></ul></ul><ul><li>New rules for collaboration in social media environments emerge </li></ul><ul><ul><li>Endorsement is at the center of collaboration in social media communities </li></ul></ul><ul><ul><li>The endorsement (via read, share, like, retweet) drives influence that enables better decision making </li></ul></ul><ul><li>And, anytime anywhere access to our professional peer groups is a growing necessity </li></ul><ul><ul><li>Mobile access to online communities and professional networks is the new norm </li></ul></ul><ul><ul><li>Therefore, relationships are more fluid and on-demand as professional now have the online networking skills to reach the experts they need, when they need them. </li></ul></ul>
  14. 15. Thank you! <ul><li>For more information or to get a copy of the full study you can contact me… </li></ul><ul><li>Vanessa DiMauro </li></ul><ul><li>CEO, Leader Networks </li></ul><ul><li>Senior Research Fellow, SNCR </li></ul><ul><li>[email_address] </li></ul><ul><li>http://www.leadernetworks.com </li></ul><ul><li>617-484-0778 </li></ul>
  15. 16. Demographics
  16. 17. Gender and Age <ul><li>Question: What is your gender? </li></ul><ul><li>Question: What is your current age? </li></ul><ul><ul><li>Slightly more than half of the respondents were male </li></ul></ul><ul><ul><li>A wide range of age groups were represented, with about two thirds of respondents falling between the ages of 36 to 55 </li></ul></ul>
  17. 18. Professional Role <ul><li>Question: Which of the following categories best describes your professional role in your organization? </li></ul><ul><ul><li>Close to two in ten respondents reported that they are the CEO in their organization </li></ul></ul>
  18. 19. Primary Business <ul><li>Question: Please indicate your organization’s primary type of business </li></ul><ul><ul><li>One third of respondents described their organization’s primary type of business as “Business Services” </li></ul></ul><ul><ul><li>Another quarter reported that their primary type of business was computer products </li></ul></ul>
  19. 20. Number of Employees <ul><li>Question: Approximately how many full time employees does your organization have worldwide including all divisions and locations? </li></ul><ul><ul><li>About half of respondents indicated that they work for an organization with less than 100 full time employees </li></ul></ul><ul><ul><li>At the other extreme, more than a quarter work for organizations with 10,000 or more employees </li></ul></ul>
  20. 21. Responsibility <ul><li>Question: Which of the following best describes your responsibilities in making decisions on products and services in your company or organizational unit? </li></ul><ul><ul><li>Close to half of respondents reported that they are the final decision-maker </li></ul></ul><ul><ul><li>More than four in ten reported that they participate in the decision-making process, while one in ten do research in support of the decision-maker </li></ul></ul>Note: Those who indicated that they had no decision-making responsibility were excluded from the study
  21. 22. Size of Budget Managed and Influenced <ul><li>Question: What is the average size of the budget that you 1) Manage and 2) Influence? </li></ul><ul><ul><li>A third of respondents influence budgets of $1 Million or more, while just over one in ten directly manage budgets of that size </li></ul></ul>

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