SOCIAL LEADERSHIPThe Architecture of Business    in the 21st Century        Mark Bonchek
We are in the midst of a social revolution inbusiness created by networked technologies.Successful leaders will be those w...
Mental Maps
FROM              TOMedia           Audience       CommunityOrganizations   Hierarchy       NetworkCulture          Cont...
MEDIAAudience  Community
1439
Martin Luther - 1517
Copernicus - 1543
Newton - 1687
Swedish Daler - 1666
Thomas Paine - 1776
ORGANIZATION Hierarchy    Network
The Modern Corporation                            “Decentralized operationsAlfred P. Sloan, Jr.MIT, Class of 1895         ...
“It does take a                       network to beat a                       network and our                       networ...
“How to build asocietyin the face oftechnology-enabled,super-empoweredindividuals.”Lt Colonel John Nagl
Doctrine for Network-Centric Operations1) A robustly networked force improves   information sharing.2) Information sharing...
SURGE
CULTUREControl      Empower
“The people are thecenter of gravity.”“Provide them securityand earn their trustand confidence.”“Target the wholenetwork, ...
INDIVIDUALS  Warrior    Builder Consumer    Creator
“Soldiers andmarines areexpected to benation buildersas well aswarriors.”COIN Field Manual
BRANDSTargets      Orbits
Targets
Orbits
Gravity Fields
iTunesApp Store            iCloud
CUSTOMER                     TransactGRAVITY                                Orbit   Attract  Orbit                     BRA...
SOCIALGRAVITY          BRAND          ORBITS
MARKETSProducts    Platforms
ORBIT                 Nike+PLATFORMS            Fitness
ORBIT               Nike+PLATFORMS        Tools/DIY
CREATING GRAVITY:SOCIAL ARCHITECTURE                          CORE PURPOSE                   COMMUNITY      CULTURE       ...
SOURCES OF GRAVITY                            CORE PURPOSE                     COMMUNITY      CULTURE                 C   ...
Group Activity     Scenario                                ObjectiveA.   An existing company already             Analyze t...
Existing Orbit Strategies
WHERE TO START >>                       Athlete             Artist              Cook                      SOCIAL          ...
Bonchek - MIT Social Leadership - 18Mar12
Bonchek - MIT Social Leadership - 18Mar12
Bonchek - MIT Social Leadership - 18Mar12
Bonchek - MIT Social Leadership - 18Mar12
Bonchek - MIT Social Leadership - 18Mar12
Bonchek - MIT Social Leadership - 18Mar12
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Bonchek - MIT Social Leadership - 18Mar12

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Bonchek - MIT Social Leadership - 18Mar12

  1. 1. SOCIAL LEADERSHIPThe Architecture of Business in the 21st Century Mark Bonchek
  2. 2. We are in the midst of a social revolution inbusiness created by networked technologies.Successful leaders will be those who transform• Their leadership as social architects• Their organizations as social systemsIn this class, you will• Learn the principles of social architecture• Apply these principles to real world situations• Gain insight into your own social leadership
  3. 3. Mental Maps
  4. 4. FROM TOMedia Audience  CommunityOrganizations Hierarchy  NetworkCulture Control  EmpowerIndividuals Consumer  CreatorBrands Targets  OrbitsMarkets Products  Platforms
  5. 5. MEDIAAudience  Community
  6. 6. 1439
  7. 7. Martin Luther - 1517
  8. 8. Copernicus - 1543
  9. 9. Newton - 1687
  10. 10. Swedish Daler - 1666
  11. 11. Thomas Paine - 1776
  12. 12. ORGANIZATION Hierarchy  Network
  13. 13. The Modern Corporation “Decentralized operationsAlfred P. Sloan, Jr.MIT, Class of 1895 with coordinated control."General Motors,CEO, 1923 – 1956
  14. 14. “It does take a network to beat a network and our network must beGeneral John Abizaid better.” “This enemy is better networked than we are.”
  15. 15. “How to build asocietyin the face oftechnology-enabled,super-empoweredindividuals.”Lt Colonel John Nagl
  16. 16. Doctrine for Network-Centric Operations1) A robustly networked force improves information sharing.2) Information sharing and collaboration enhance the quality of information and shared situational awareness.3) Shared situational awareness enables self-synchronization4) These, in turn, dramatically increase mission effectiveness
  17. 17. SURGE
  18. 18. CULTUREControl  Empower
  19. 19. “The people are thecenter of gravity.”“Provide them securityand earn their trustand confidence.”“Target the wholenetwork, not justindividuals.” General David Petraeus
  20. 20. INDIVIDUALS Warrior  Builder Consumer  Creator
  21. 21. “Soldiers andmarines areexpected to benation buildersas well aswarriors.”COIN Field Manual
  22. 22. BRANDSTargets  Orbits
  23. 23. Targets
  24. 24. Orbits
  25. 25. Gravity Fields
  26. 26. iTunesApp Store iCloud
  27. 27. CUSTOMER TransactGRAVITY Orbit Attract Orbit BRAND ORBITS Orbit Attract
  28. 28. SOCIALGRAVITY BRAND ORBITS
  29. 29. MARKETSProducts  Platforms
  30. 30. ORBIT Nike+PLATFORMS Fitness
  31. 31. ORBIT Nike+PLATFORMS Tools/DIY
  32. 32. CREATING GRAVITY:SOCIAL ARCHITECTURE CORE PURPOSE COMMUNITY CULTURE C C C C C C O O U O O O N N R C M M T V A R P M E E T E E E N R E A T R T S T E C E E E CONSTITUENCY CURRENCY CONTEXT
  33. 33. SOURCES OF GRAVITY CORE PURPOSE COMMUNITY CULTURE C C C C C C O O U O O O N N R C M M T V A R P M E E T E E E N R E A T R T S T E C E E E CONSTITUENCY CURRENCY CONTEXT
  34. 34. Group Activity Scenario ObjectiveA. An existing company already Analyze the pursuing an orbit strategy strategyB. An existing company that could/should Create the pursue an orbit strategy strategyC. An opportunity for a new company Define the based on an orbit strategy opportunity
  35. 35. Existing Orbit Strategies
  36. 36. WHERE TO START >> Athlete Artist Cook SOCIAL FACETS Parent Writer Neighbor

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