Network silos
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Keynote presentation delivered about how business needs to move from network silos to brand hubs.
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Network silos
- 1. NETWORK SILOS TO BRAND HUBS……
- 2. Silos…. Linear…. Ad networks not social networks… “ The advantage created by a persons location in a structure of relationships is known as social capital.” (Burt 2005)
- 4. HALPERN (2005) FELD (1982) PUTNAM (1995) BURT (2005) JOHNSON &MILLER (1973) BOURDIEU & WACQUANT (1991) GRANOVETTER (1973) LIN (2002) Lets all calm down a little…..
- 6. Closed Networks….. Closed networks – family teams, silos, groups all around bonding and close ties Trust huge in this sphere The stronger the third party ties connecting two people the more closed the network Network needs to be dense, reputations upheld and controlled. Peer to peer standards and pressure to conform to common values and etiquette
- 7. Brokerage…..& Structural Holes Making connections between two people who would not normally connect Structural holes are empty spaces in social structure – our brand communities should fill these holes Advantages – vision to see the future, ability to move ideas across groups, great R&D, competitive advantage in detecting opportunities Strategic diffusion & sharing of information to create value a critical skill in today’s world
- 8. Innovation Entrepreneurialism & risk taking Investment & trade Effective competition Efficient allocation of resources Amplification Best connected people Better flow of info Mutual support & co-operation, honoured contracts Agreements easily enforced R&D function from the crowd Loyal & committed people Factors for economic growth Reduced transaction costs Investment for public & social good Closed Network Brokerage Adapted from Halpern (2005) The Impact…..
- 10. Sooooo……. “ Program or be programmed.” (Douglas Rushkoff)
Editor's Notes
- Silos Linear Ad networks not social networks
- “The advantage created by a persons location in a structure of relationships is known as social capital.”
- Closed networks, teams, silos, groups all around bonding Trust huge in this sphere The stronger the third party ties connecting two people, the more closed the network is Network needs to be dense, reputations upheld and controlled. Peer to peer standards and pressure
- Making connections between two unfamailer people Structural holes are the empty spaces in social structure – our brand communities should fill these holes Advantages – vision, access to alternative opinion, ability to move ideas across groups, great for R&D, Benefit from the difference between people gives a competitive edge in detecting and developing rewarding opps Strategic deployment and diffusion of information to create value – in today’s world, this is critical. USING BROKERAGE CAN PROVIDE GREATER RISK OF HAVING CREATIVE IDEAS AND MORE LIKELY TO SEE A WAY TO IMPLEMENT THOSE IDEAS. (BURT 2005)
- 1. Encourages trade between your customers. 2. It improves everyone’s social capital and that builds reputation and credibility for all concerned. 3. It improves your revenue, because you are engaging with your community in a different way. This is very important for service orientated brands. 4. We believe that we have saved about £20k on research and development by observing behaviour, understanding needs, asking our customers about what we should be doing next, collective intelligence.
- When you bring them back into your hub, what are you going to do with them, brokerage can help you do this.