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The Third Industrial Revolution?<br />Creating value beyond the firm’s boundaries<br />Dr. Robin Teigland, aka<br />Karind...
"...when the rate of change outside an organization is greater than the rate of change inside, the end is near...." <br />...
Did You Know?  Shift Happens<br />http://www.youtube.com/watch?v=jpEnFwiqdx8&feature=fvst<br />What does this mean for org...
http://www.personalizemedia.com/garys-social-media-count/<br />
Information and knowledge<br />Growth<br />Human absorptive capacity<br />Time<br />Human capacity cannot keep up…<br />Co...
”No one knows everything, <br />everyone knows something, <br />all knowledge resides in  humanity.”<br />networks<br />Ad...
6 degrees of separation<br /><ul><li>Everybody is connected to everybody else by no more than six degrees of separation.
“Small World Phenomenon”  </li></ul> by sociologist Stanley Milgram, 1967<br />
Leveraging external resources to find solutions and solve unsolved problems<br />A shift from being <br />problem solvers ...
The wisdom of the crowd<br />Closed<br />Expensive<br />Complex<br />Accurate<br />Open<br />Inexpensive<br />Simple<br />...
History tends to repeat itself….Innovation, financial crisis, industrial revolution, … <br />Microelectronics<br />Interna...
A new workforce is appearing…<br />“Digital Immigrants”<br />“Digital Natives”<br />Company loyalty<br />Work ≠ Personal<b...
The older generation of leaders<br />As of June 2009, of the Fortune 100 CEOS….<br /><ul><li>2 CEOs have Twitter accounts ...
13 CEOs on LinkedIn but only 3 have >10 connections
19 CEOs on Facebook but <15 friends
75 CEOs on Wikipedia but nearly 33% of these have limited or outdated information
0% have a blog</li></ul>http://www.slideshare.net/shazza/fortune-100-ceos-and-social-media?type=presentation<br />
Facebook: Only for people I have met in real life. Mainly friends but also colleagues and managers<br />Google Reader/Buzz...
Enckel 2010<br />
Building skills in virtual environments<br />My CV<br /><ul><li>Leading a virtual team of 30 individuals from across the g...
Creating and successfully executing strategies under pressure
Managing cross-cultural conflict without face-to-face communication</li></li></ul><li>The last generation to “attend” coll...
Increasing pressure on “traditional” organizations<br />Formal organization/ <br />Hierarchy <br />Social organization /<b...
But management cannot mandate social relationships<br />My company has blocked my computer from accessing most of the soci...
Empower and trust employees<br />Policies written by IBM employees based on IBM’s<br />Business Conduct Guidelines<br />Ap...
While A and B  have the same number of contacts,….<br />A<br />B<br />
…they have very different access to resources, <br />B<br />A<br />
….thus impacting performance <br />A<br />B<br />Poor <br />creativity and <br />innovative <br />performance<br />High<br...
Using the social web to leverage external networks<br />Adapted from FredCavazza.net<br />
My definition of social media<br />Internet-based technologies that ..<br /><ul><li>enable communication & collaboration…
through user-generated content….
from one-to-one to many-to-many people…</li></ul>- across all boundaries<br />Teigland 2010<br />
Companies span the full range of use but….<br />Organizational use<br />No use <br />One-way  “broadcasting”<br />Two-way<...
Organizations primarily use social media for branding…..<br />B2C companies are more active than B2B <br />Teigland 2010<b...
Positive return on social media for INC 500 companies<br />No<br />If you use social media, has it been successful (hits, ...
$6.5 million as of Dec 2009<br />
Where are the sources of sustainablecompetitiveadvantage?<br />#1<br />Brand & <br />Reputation<br />Innovation<br />FIRM<...
Where are the sources of sustainablecompetitiveadvantage?<br />#1<br />Brand & <br />Reputation<br />Innovation<br />FIRM<...
From Brand owners to Brand advocates<br />“Organizations no longer own their brand…rather they should see their brand as a...
Creating value through external conversations<br />
Exploitation<br />Improving existing value creation activities<br />Exploration<br />Developing new value creation activit...
BART strengthens public transit and communities through interactive games using Foursquare<br />http://www.youtube.com/wat...
What came first – the community or the company?<br />http://www.youtube.com/watch?v=9VKRbmnqXR4<br />
Ez Ecosystem<br />eZ<br />30,000+<br />Community<br />members<br />5,000+<br />Customers in 130 countries<br />230+<br />P...
Customers include UN, Vogue, Hitachi, 3M, MIT
75 employees in 9 countries (US, Europe & Asia)</li></li></ul><li>The backbone of eZ Systems is supporting networks throug...
Innovation in the eZ ecosystem<br />
Here comes the Immersive Internet<br />O’Driscoll  2009<br />
Around 150 virtual worlds<br />600 mln users<br />
What are Virtual Worlds?<br /><ul><li>Persistent, computer-simulated, immersive environments
Shared space/co-presence with possibility for socialization and community
In some cases, ability to manipulate/create content
In some cases, virtual economy and currency</li></ul>http://www.youtube.com/watch?v=wMOqI3hH9Gs<br />
“Clearly if social activity migrates to synthetic worlds, economic activity will go there as well.”Castranova<br /><ul><li...
Swedish government granted bank license to virtual world Mind Bank in 2009
USD 330,000 for virtual space station in 2010
Growing number of entrepreneurs & millionaires</li></ul>http://www.youtube.com/watch?v=-ahqjBeknT0<br />
Gartner’s hype cycle<br />Virtual Worlds today?<br />
What financial crisis?<br />Increasing members<br />Increasing turnover<br />Increasing companies<br />Wonderland<br />
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Creating Value Beyond the Firm's Boundaries: Networks, Social Media, and Virtual Worlds

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A presentation on networks, social media, and virtual worlds I made for a group of Swedish journalists as well as the Swedish Public Relations Association (Sveriges Informationsförening) in April 2010.

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  • Great Performance and message with thought for the mind! Thanks Robin,
    Ulf / Jernhusen
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Creating Value Beyond the Firm's Boundaries: Networks, Social Media, and Virtual Worlds

  1. 1. The Third Industrial Revolution?<br />Creating value beyond the firm’s boundaries<br />Dr. Robin Teigland, aka<br />Karinda Rhode in SL<br />Associate Professor<br />Stockholm School of Economics<br />www.knowledgenetworking.org<br />www.slideshare.net/eteigland<br />Photo: Lundholm, Metro <br />April 2010<br />ww.sse.edu<br />
  2. 2. "...when the rate of change outside an organization is greater than the rate of change inside, the end is near...." <br />Jack Welch…<br />
  3. 3. Did You Know? Shift Happens<br />http://www.youtube.com/watch?v=jpEnFwiqdx8&feature=fvst<br />What does this mean for organizations?<br />
  4. 4. http://www.personalizemedia.com/garys-social-media-count/<br />
  5. 5. Information and knowledge<br />Growth<br />Human absorptive capacity<br />Time<br />Human capacity cannot keep up…<br />Cohen & Levinthal 1989<br />
  6. 6. ”No one knows everything, <br />everyone knows something, <br />all knowledge resides in humanity.”<br />networks<br />Adapted from Lévy 1997<br />
  7. 7. 6 degrees of separation<br /><ul><li>Everybody is connected to everybody else by no more than six degrees of separation.
  8. 8. “Small World Phenomenon” </li></ul> by sociologist Stanley Milgram, 1967<br />
  9. 9. Leveraging external resources to find solutions and solve unsolved problems<br />A shift from being <br />problem solvers to solution finders <br />
  10. 10. The wisdom of the crowd<br />Closed<br />Expensive<br />Complex<br />Accurate<br />Open<br />Inexpensive<br />Simple<br />Close enough<br />Accurate<br />Hinton 2007<br />
  11. 11. History tends to repeat itself….Innovation, financial crisis, industrial revolution, … <br />Microelectronics<br />Internal combustion engine<br />Steam engine<br />Third <br />industrial <br />revolution?<br />Late 18th C<br />Late 19th C<br />Late 20th C<br />Schön 2008<br />
  12. 12. A new workforce is appearing…<br />“Digital Immigrants”<br />“Digital Natives”<br />Company loyalty<br />Work ≠ Personal<br />Learning=Behind the desk<br />Professional loyalty<br />Work = Personal<br />Learning=Fun and games<br />Prensky 2001, Beck and Wade 2004, Mahaley 2008 <br />
  13. 13. The older generation of leaders<br />As of June 2009, of the Fortune 100 CEOS….<br /><ul><li>2 CEOs have Twitter accounts but no activity
  14. 14. 13 CEOs on LinkedIn but only 3 have >10 connections
  15. 15. 19 CEOs on Facebook but <15 friends
  16. 16. 75 CEOs on Wikipedia but nearly 33% of these have limited or outdated information
  17. 17. 0% have a blog</li></ul>http://www.slideshare.net/shazza/fortune-100-ceos-and-social-media?type=presentation<br />
  18. 18. Facebook: Only for people I have met in real life. Mainly friends but also colleagues and managers<br />Google Reader/Buzz: All blogs that I read as well as alerts on specific words. A lot of sharing among friends<br />LinkedIn: My resume online, one of the first links you see in Google<br />My Blog: Interaction with other bloggers, allow me to write down my own thoughts, makes me pay more attention. A good way of showing who I am<br />Twitter: I learn new things everyday, people share links to interesting posts, articles etc. Good place to network and get to know people in your field<br />Enckel 2010<br />
  19. 19. Enckel 2010<br />
  20. 20. Building skills in virtual environments<br />My CV<br /><ul><li>Leading a virtual team of 30 individuals from across the globe
  21. 21. Creating and successfully executing strategies under pressure
  22. 22. Managing cross-cultural conflict without face-to-face communication</li></li></ul><li>The last generation to “attend” college?<br />http://features.csmonitor.com/innovation/2009/10/15/the-future-of-college-may-be-virtual/<br />
  23. 23. Increasing pressure on “traditional” organizations<br />Formal organization/ <br />Hierarchy <br />Social organization /<br />Heterarchy<br />Teigland 2003<br />
  24. 24. But management cannot mandate social relationships<br />My company has blocked my computer from accessing most of the social media sites. But I feel so cut off from my network. So, now I just connect through my phone. <br />Teigland & Hustad 2009<br />
  25. 25. Empower and trust employees<br />Policies written by IBM employees based on IBM’s<br />Business Conduct Guidelines<br />Apply internally and externally<br />Available on ibm.com<br />“blogging guidelines”<br />Adapted from Poole 2008<br />
  26. 26. While A and B have the same number of contacts,….<br />A<br />B<br />
  27. 27. …they have very different access to resources, <br />B<br />A<br />
  28. 28. ….thus impacting performance <br />A<br />B<br />Poor <br />creativity and <br />innovative <br />performance<br />High<br />creativity and <br />innovative <br />performance<br />Teigland 2003<br />
  29. 29. Using the social web to leverage external networks<br />Adapted from FredCavazza.net<br />
  30. 30. My definition of social media<br />Internet-based technologies that ..<br /><ul><li>enable communication & collaboration…
  31. 31. through user-generated content….
  32. 32. from one-to-one to many-to-many people…</li></ul>- across all boundaries<br />Teigland 2010<br />
  33. 33. Companies span the full range of use but….<br />Organizational use<br />No use <br />One-way “broadcasting”<br />Two-way<br />conversations<br />..the majority are here<br />Allow use<br />Ban use<br />Encourage use<br />Employee use<br />Teigland 2010<br />
  34. 34.
  35. 35. Organizations primarily use social media for branding…..<br />B2C companies are more active than B2B <br />Teigland 2010<br />
  36. 36. Positive return on social media for INC 500 companies<br />No<br />If you use social media, has it been successful (hits, comments, leads, sales)?<br />12%<br />88%<br />Yes<br />Barnes & Mattsson 2009<br />
  37. 37. $6.5 million as of Dec 2009<br />
  38. 38. Where are the sources of sustainablecompetitiveadvantage?<br />#1<br />Brand & <br />Reputation<br />Innovation<br />FIRM<br />Networks of <br />relationships<br />Kay 1993<br />
  39. 39. Where are the sources of sustainablecompetitiveadvantage?<br />#1<br />Brand & <br />Reputation<br />Innovation<br />FIRM<br />Networks of <br />relationships<br />
  40. 40. From Brand owners to Brand advocates<br />“Organizations no longer own their brand…rather they should see their brand as a relay race baton that people should pick up and pass on to others.”<br />Berlin, CEO Silver, 2009<br />
  41. 41. Creating value through external conversations<br />
  42. 42. Exploitation<br />Improving existing value creation activities<br />Exploration<br />Developing new value creation activities<br />Adapted from March 1991<br />
  43. 43. BART strengthens public transit and communities through interactive games using Foursquare<br />http://www.youtube.com/watch?v=Ryne05wiQ_c<br />http://www.bart.gov/news/articles/2009/news20091022.aspx<br />
  44. 44. What came first – the community or the company?<br />http://www.youtube.com/watch?v=9VKRbmnqXR4<br />
  45. 45. Ez Ecosystem<br />eZ<br />30,000+<br />Community<br />members<br />5,000+<br />Customers in 130 countries<br />230+<br />Partners<br /><ul><li>#1 open source content management software
  46. 46. Customers include UN, Vogue, Hitachi, 3M, MIT
  47. 47. 75 employees in 9 countries (US, Europe & Asia)</li></li></ul><li>The backbone of eZ Systems is supporting networks through social media - throughout the value chain<br />
  48. 48. Innovation in the eZ ecosystem<br />
  49. 49. Here comes the Immersive Internet<br />O’Driscoll 2009<br />
  50. 50. Around 150 virtual worlds<br />600 mln users<br />
  51. 51. What are Virtual Worlds?<br /><ul><li>Persistent, computer-simulated, immersive environments
  52. 52. Shared space/co-presence with possibility for socialization and community
  53. 53. In some cases, ability to manipulate/create content
  54. 54. In some cases, virtual economy and currency</li></ul>http://www.youtube.com/watch?v=wMOqI3hH9Gs<br />
  55. 55. “Clearly if social activity migrates to synthetic worlds, economic activity will go there as well.”Castranova<br /><ul><li>USD 3 bln in virtual goods sales in 2009, to grow to USD 12 bln in 2012
  56. 56. Swedish government granted bank license to virtual world Mind Bank in 2009
  57. 57. USD 330,000 for virtual space station in 2010
  58. 58. Growing number of entrepreneurs & millionaires</li></ul>http://www.youtube.com/watch?v=-ahqjBeknT0<br />
  59. 59. Gartner’s hype cycle<br />Virtual Worlds today?<br />
  60. 60. What financial crisis?<br />Increasing members<br />Increasing turnover<br />Increasing companies<br />Wonderland<br />
  61. 61. Virtual world revenues<br />USD 330,000<br />for space resort<br />USD 3bln in 2009 <br />US spending on virtual goods passes USD 1 bln in 2009 <br />
  62. 62. Facilitating the virtual workforce through virtual worlds<br /><ul><li>Completely private virtual business worlds offering tools to conduct business and collaborate
  63. 63. Fortune 500: IBM, Intel, Johnson & Johnson, Motorola, Novartis, Sun Microsystems, Unilever </li></li></ul><li>Improving training and education<br />Improving virtual teaming and cross-cultural skills<br />Designed by Duke CE and SSE inworld<br />Task: To build a bridge in your virtual team<br />http://www.youtube.com/watch?v=N8XPmp0qGyg<br />
  64. 64. Finding and recruiting talent globally<br /><ul><li>Amazon.com job fair
  65. 65. Benelux job fair
  66. 66. Accenture island
  67. 67. IBM island
  68. 68. Entrepreneurs
  69. 69. Microemployees
  70. 70. Pro-Ams</li></li></ul><li>New possibilities for marketing<br />Project led by Florida State University<br />New brands designed and showcased during annual Miss Calypso on Planet Calypso<br />Results reveal that VWs enable engaging brand experiences that go far beyond 2D webpages<br />Hooker et al. 2009<br />
  71. 71. Redgrave – A virtual boutique in Second Life<br /><ul><li>Numerous stores selling all kinds of wares and services in-world
  72. 72. International customer base
  73. 73. Easy payment scheme: Microtransactions
  74. 74. Global work force: Microemployees</li></li></ul><li>Will the playing field for SMEs be leveled?<br />Innovation workshops bring together users from across the globe<br />Giovacchini et al. 2009<br />
  75. 75. The University of Texas goes inworld<br />https://blogs.secondlife.com/community/learninginworld/blog/2009/09/15/the-first-statewide-rollout-of-a-virtual-world-learning-environment-the-university-of-texas-system-in-second-life<br />53<br />
  76. 76. Which professions and industrieswill not be revolutionized?<br />
  77. 77. From the mobility of goods to the mobility of financial capital to … <br />...the “mobility” of labor?<br />
  78. 78. Interested in learning more about Virtual Worlds?<br />
  79. 79. So, what does all this mean?<br />Organizations have to ….<br />develop their employees’ network leadership skills<br /><ul><li> to build their networks globally - both inside and out</li></ul>leverage social media<br />to win the war for talent <br /> to innovate for continuous competitive advantage<br /> to build their reputation and brand<br /> to build their networks across numerous boundaries<br />cultivate an open, knowledge sharing culture<br />
  80. 80. Leadership moving forward……<br />Hierarchy<br />Linear, static, process-based organization<br />Heterarchy<br />Dynamic, integrated collaboration networks <br />If you love knowledge, set it free…<br />Teigland 2010<br />
  81. 81. DN<br />Aug 20, 1996<br />
  82. 82. Thanks and <br />see you in world!<br />Karinda Rhode<br />aka Robin Teigland<br />robin.teigland@hhs.se<br />www.knowledgenetworking.org<br />www.slideshare.net/eteigland<br />Photo: Lindholm, Metro<br />

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