1.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Social Media: Are You Ready for the
Future?
1
For a copy of the
Sagology slides:
Please contact me:
John P. Girard, Ph.D.
john@sagology.com
www.sagology.com
@JohnGirard JohnGirard
My Story … My Perspective
2
Sagology
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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2.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
About Sagology
3
Sagology is dedicated to connecting people with people to facilitate
collaboration, learning, and knowledge sharing through keynotes, workshops,
and consulting.
sagology [sāj-ol-uh-jee]
-noun
Sagology
1. the study of organizational wisdom in all its forms, esp. with reference to
technology, leadership, culture, process, and measurement
2. the study of one venerated for experience, judgment, and wisdom.
Origin:
2008; Canadian English, from Middle English sage + -ology.
Sage [Middle English, from Old French, from Vulgar Latin *sapius, from Latin sapere, to be wise; see sep- in Indo-European roots.]
-ology [Middle English -logie, from Old French, from Latin -logia, from Greek -logiā (from logos, word, speech; see leg- in Indo-
European roots) and from -logos, one who deals with (from legein, to speak; see leg- in Indo-European roots).]
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Five Themes
4
Know Your Environment
Understand the Groundswell
Consider Crowdsourcing
People Know Best
5
Listen, Learn, Lead
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 2 john@sagology.com

3.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Are You Ready for the Future?
5
Simple Media Strategies in
Social Ideas that work
Complex Environments
Complex: a group of
obviously related
units of which the
degree and nature of
the relationship is
imperfectly known
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Knowledge – Nothing New?
6
Knowledge Management is the
creation, transfer, and exchange of
organizational knowledge to achieve
a [competitive] advantage.
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 3 john@sagology.com

4.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
What Advantage?
7
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
History of KM
8
c. 350 BC 17th Century 1950s 1990s 2000s
Aristotle Sir Francis Bacon Michael Polanyi Carla O’Dell
Classification
of
Knowledge
Aristotle
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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5.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
What is knowledge?
9
Data
Knowledge Information
knowledge is "defined broadly
Knowledge:
to include information, data,
Concepts, experience, and
communication and culture"
insight that provide a framework
(p. 293)
for creating, evaluating and
using information (p. 373).
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
The Cognitive Hierarchy
10
Wisdom
Ackoff’s Apex
Understanding
Knowledge Knowledge
Wisdom:
Information
The collective and individual
Dataexperiences of applying
knowledge to the solution of
problems (p. 373).
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 5 john@sagology.com

6.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
The One Thing. . .
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. . . finding the one thing . . . but more on that later . . .
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Types of Knowledge
12
Easier to document and Explicit
share
Contributes to Easier to
efficiency replicate
20%
Leads to
competency
Michael Polanyi 80% Tacit Carla O’Dell
Harder to articulate
Harder to steal
Higher competitive
advantage Harder to transfer
O’Dell, C. (2002, May). Knowledge Management New Generation.
Presented at the APQC’s 7th Knowledge Conference, Washington, DC.
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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7.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Exchange and Transfer of Knowledge
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TACIT
n Ext
tio ern
za a
i
ial
liz
Soc
ati
on
EXPLICIT
TACIT
on
Co
ati
mb
liz
Measurement in
Leadership
a ati
rn on
Inte
Technology
Process
Culture
EXPLICIT
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Creation and Transfer of Knowledge
14
TACIT
n Ext
tio ern
za a
i
ial
liz
Soc
ati
on
EXPLICIT
TACIT
on
Co
ati
mb
liz
a in
rn ati
on
Inte
Internalization Combination
EXPLICIT
•Learning by doing •Formal Education (MBA)
•Experience •Policies
•Values/Ethos •Data mining Teradata, 1991
Wal-Mart, 2004
TYLENOL® crises of 1982 and 1986 Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 7 john@sagology.com

8.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Our Credo (Johnson & Johnson)
J&J Credo
We believe our first responsibility is to the doctors, nurses and patients, 15
to mothers and fathers and all others who use our products and services.
In meeting their needs everything we do must be of high quality.
We must constantly strive to reduce our costs
in order to maintain reasonable prices.
Customers' orders must be serviced promptly and accurately.
Our suppliers and distributors must have an opportunity
to make a fair profit.
We are responsible to our employees,
the men and women who work with us throughout the world.
Everyone must be considered as an individual.
We must respect their dignity and recognize their merit.
They must have a sense of security in their jobs.
Compensation must be fair and adequate,
and working conditions clean, orderly and safe.
We must be mindful of ways to help our employees fulfill
their family responsibilities.
Employees must feel free to make suggestions and complaints.
www.jnj.com/our_company/our_credo/
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
There must be equal opportunity for employment, development
and advancement for those qualified.
16
We must provide competent management,
and their actions must be just and ethical.
We are responsible to the communities in which we live and work
and to the world community as well.
We must be good citizens – support good works and charities
and bear our fair share of taxes.
We must encourage civic improvements and better health and education.
We must maintain in good order
the property we are privileged to use,
protecting the environment and natural resources.
Our final responsibility is to our stockholders.
Business must make a sound profit.
We must experiment with new ideas.
Research must be carried on, innovative programs developed
and mistakes paid for.
New equipment must be purchased, new facilities provided
and new products launched.
Reserves must be created to provide for adverse times.
When we operate according to these principles,
the stockholders should realize a fair return.
http://www.jnj.com/our_company/our_credo/
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 8 john@sagology.com

9.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Creation and Transfer of Knowledge
17
Socialization Externalization
•Social spaces (Ba) •After action review
TACIT
•Master/apprentice •Lessons learned
•Storytelling •Metaphor
n Ext
tio ern
za a
i
ial
liz
Soc
ati
on
EXPLICIT
TACIT
on
Co
ati
mb
liz
in
na r ati
on
Inte
Internalization Combination
EXPLICIT
•Learning by doing •Formal Education (MBA)
•Experience •Policies
•Values/Ethos •Data mining Teradata, 1991
Wal-Mart, 2004
TYLENOL® crises of 1982 and 1986 Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Need to Know vs Need to Share
18
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 9 john@sagology.com

10.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
The impact of not . . . sharing
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According to Computer Associates . . .
http://www.youtube.com/watch?v=lH39xjXaLW8
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
The Real Reason
20
Including Ray Downey, Special Operations Command lost 95 men that day –
totaling 1,600 years of experience. (emphasis added)
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 10 john@sagology.com

11.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
The difference . . . Data to Knowledge
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October 27, 1917
Q1 - What time is it?
Q2 – Where are these people?
Q3 – Why is the boy smiling?
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
The Knowledge Edge
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14 November 2004
Wisdom
―With 3,600 stores in the United States and Understanding
roughly 100 million customers walking
Knowledge
through the doors each week, Wal-Mart has Knowledge
access to information about a broad slice of
America . . . The data are gathered item by
Information
item at the checkout aisle, then recorded,
mapped and updated by store, by state, by
Data
region . . . By its own account Wal-Mart has
460 terabytes of data.‖ ( 750,000 CDs 1 terabyte ~ 1,000,000 MB)
Hurricane
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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12.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
A Leaders view of knowledge . . .
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―. . . there are known knowns; there are things we know that we know. There are known
unknowns; that is to say there are things that we now know we don’t know. But there are also
unknown unknowns — there are things that we do not know we don't know.‖
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Runner Up
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"I think that gay
marriage is something
that should be between
a man and a woman."
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 12 john@sagology.com

13.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Knowns and Unknowns
25
Unknown Unknown
Knowns Unknowns
IQ Wal-Mart
Known Known
Knowns Unknowns
Comp Intell
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Unknown unknowns
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Somewhere on the West Coast
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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14.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
The Crasher Squirrel
27
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Understand the Groundswell
28
“A social trend in which
people use technologies
to get the things they
need from each other,
rather than from
traditional institutions
like corporations.”
groundswell.forrester.com
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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15.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
The Social Technographics™ Ladder
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Creators Creators make social content
go. They write blogs or upload
Critics respond to content from video, music, or text.
others. They post reviews, Critics
comment on blogs, participate
in forums, and edit wiki articles. Collectors organize content for
Collectors
themselves or others using RSS
feeds, tags, and voting sites like
Digg.com
Joiners connect in social
Joiners
networks like MySpace and
Facebook
Spectators consume social
Spectators content including blogs, user-
generated video, podcasts,
Inactives neither create nor forums, or reviews
consume social content of any Inactives
kind
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
The Social Technographics™ Ladder
US Adults 30
2007 2009 Creators
US 18-24 US 35-44 US 55+
18% 24% 46% 23% 12%
Critics
25% 37% 50% 34% 28%
12% 21% Collectors
38% 20% 12%
Joiners
25% 51% 85% 54% 26%
Spectators
48% 73% 89% 73% 64%
Inactives
44% 18% 3% 17% 30%
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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16.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
An African Villa Story
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Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Global Top Internet Sites (Reach)
http://www.alexa.com/topsites/
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1. Google 43% 1. Google
2. Facebook 33% 2. Facebook
3. Yahoo! 27% 3. Yahoo!
4. YouTube 23% 4. YouTube
5. Live 16% 5. Wikipedia
6. Wikipedia 13% 6. Craigslist
7. Blogger 12% 7. Blogger
8. MSN 11% 8. eBay
9. Baidu.com 9% 9. Twitter
10. Twitter 7% 10. Amazon
MySpace 20
25 April 2010
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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17.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Social Media Action Plan
33
Learn
Listen
Lead
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
34
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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18.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Why Matters
35
35+ fasterst
> 400M active > 150M login
growth
users daily
demographic
2B pieces of 3M events
130 friends is
“stuff” shared created each
average
each week month
45M active 70% of users
user groups outside USA
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Marketing @ Facebook
36
Million+ Fans
1. Coca-Cola
2. Starbucks
3. Disney
4. Victoria's Secret
5. iTunes
6. Vitaminwater
7. YouTube
8. Chick-fil-A
9. Red Bull
10. T.G.I. Friday’s
http://www.thebigmoney.com/slideshow/big-money-facebook-50-0
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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19.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
According to Facebook
37
 25,300 Facebook users  365,400 Facebook users
live within 50 miles of live in Manitoba (age 18
Minot, ND (age 18 and and older)
older)  297,540 Facebook users
 30,000 Facebook users live in Saskatchewan (age
live with 50 miles of 18 and older)
Fargo, ND who graduated
from college
 212,000 Facebook users
live in ND (age 18 and
 Personal or Organizational
older)
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
38
Wikipedia is driven by a global community of more than 150,000
volunteers—all dedicated to sharing knowledge freely. Over
almost eight years, these volunteers have contributed more than
11 million articles in 265 languages. More than 275 million
people come to our website every month to access information,
free of charge and free of advertising.
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 19 john@sagology.com

20.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Convergence
39
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Consider Crowdsourcing
40
Crowdsourcing is the act
of taking a job traditionally
performed by a
designated agent (usually
an employee) and
outsourcing it to an
undefined, generally large
group of people in the
form of an open call.
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 20 john@sagology.com

21.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Crowdsourcing
41
http://www.youtube.com/watch?v=TCM7w11Ultk
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
The Generation Game
42
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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22.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Digital Native or Digital Immigrant?
43
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Community Engagement – Generation V
44
http://www.gartner.com/it/page.jsp?id=545108
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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23.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Are You Ready?
45
http://socialnomics.net/
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Storytelling by Steve Denning
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Purpose of Story
 Sparking action
 Communicating who you are
 Transmitting values
 Fostering collaboration
 Taming the grapevine
 Sharing knowledge
 Leading people into the future
www.stevedenning.com/SIN-136-HBR-publishes-Telling-Tales.html
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
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24.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Storytelling: Commander-in-Chief
47
2006
Golden
Globe
Awards
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Think before you post . . .
48
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 24 john@sagology.com

25.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
The one thing . . .
49
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Five Themes
50
Know Your Environment
Understand the Groundswell
Consider Crowdsourcing
People Know Best
Listen, Learn, Lead
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
www.sagology.com 25 john@sagology.com

26.
ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.
Five Things for Tomorrow
51
Google
Facebook
YouTube
Blog
Wikipedia
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)
Social Media: Are You Ready for the
Future?
52
Sagology
John P. Girard, Ph.D.
john@sagology.com
www.sagology.com
@JohnGirard JohnGirard
www.sagology.com 26 john@sagology.com