Your SlideShare is downloading. ×
The New Symbiosis of Professional Networks
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The New Symbiosis of Professional Networks


Published on

Presented by Vanessa DiMauro, …

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

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


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