Social Capital: The Entrepreneurs' Workshop Maximizing Social Influence
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Workshop aimed at helping companies and startups understand social systems, and develop strategies to engage their social networks to maximize their return on social capital. Do you have trouble finding influencers? customers? investors? Do you have a spray and pray approach? Come to the TCVN workshop and walk away with a keen understanding about all things social. Learn four different strategies to focus your social engagement efforts. You'll learn to identify your social assets and characterize them for maximal return. You will be surprised how much social capital you have lying about unused? Take the first step to using your capital to generate value, and register today.
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Social Capital: The Entrepreneurs' Workshop Maximizing Social Influence
- 1. SOCIAL CAPITAL THE ENTREPRENEURS’ WORKSHOP Photo by Wilgengebroed on Flickr / CC BY 2.0
- 2. Philip Topham, MBA, PMP -- Designed, patented, built and sold over $5M in influence analytics products to the pharmaceutical industry to help them find the most import “Key Opinion Leaders” and “Key Centers of Excellence” Philip is an entrepreneur, armchair sociologist, life-long learner, former CTO, futurist, lateral thinker, woodworker, billiards player & casual programmer. Philip@Topham.com LinkedIn: philiptopham
- 3. WHO IS THIS FOR? • Do you have a spray and pray approach to social engagement? • Are you having trouble finding… influencers? customers? • Looking for investors? founders? employees?
- 4. SOCIAL CAPITAL, NETWORKS & INFLUENCE • The Basics • Some Principals • Strategy & Workshop
- 7. SOCIAL NETWORK the network of • social interactions and, • personal relationships
- 8. SOCIAL CAPITAL the network of • social interactions and, • personal relationships the value within all those relationships
- 10. • people cooperate for mutual survival, • form groups • have a pecking order What is Social?
- 11. We are so good at being social, that we do not even see it.
- 12. We are so good at being social that we do not see the network Do you know yours?
- 13. SOCIAL NETWORK • The Basics • Some Principals • Strategy & Workshop
- 14. EngagementRelationships People The social network components HowWhat Who
- 15. What’s a Relationship? Mostly one-way Back-and-forth collaboration Division of labor
- 16. What happens as you get many relationships? As you add more relationships the world gets smaller
- 17. What are the rules of engagement? As you add more “standards” communications gets faster
- 18. What are the implications? Publically owned. Central power.Distributed power. Centrally owned.
- 19. Who are they? EXPERT Keep being an expert NETWORKER Connects experts and promoters PROMOTER Outward communicating & leading With limited time, those that maximize their time in one area outperform people in the same area and thus gain social prestige (recognition)
- 20. What do social networks look like? Social networks are invisible until they coalesce into something you can see
- 21. LinkedIn’s InMap* Map Created Jan 31, 2013 *InMaps Discontinued Sept 1, 201
- 22. http://social-dynamics.org/twitter-network-data/. (May 2012) Twitter Followers by Topic
- 23. SOCIAL NETWORKS Relationships are ever changing, Pictures are only glimpes
- 24. Family Friends Community County State Region Nation World Suppliers Partners Customers What are your networks? Where do you sit in them? Where should it be? How do benefit from them? What are the strategies to engage them?
- 25. STRATEGIES • The Fortress • The Marketplace • The Wild Frontier • The City-State
- 26. THE FORTRESS Stay safe, be Safe. Defend. defend. defend. Shoot, kill the enemy
- 27. THE MARKETPLACE At least two sides Competing interests The exchange rules
- 28. THE NEW FRONTIER New, innovative No one “winner” Competing ideas
- 29. THE CITY-STATE Independent Self determined Like it or leave Mark Zuckerberg @ F8 in 2016
- 30. SOCIAL NETWORK • The Basics • Some Principals • Strategy & Workshop
- 31. BUILDING A SOCIAL STRATEGY • Begin with the end in mind • Inventory your networks • Understand your networks • Create testable engagement ideas • Actively engage
- 32. WHAT’S YOUR SITUATION? Fortress Marketplace New frontier City-state
- 33. Begin with the End in Mind List your top (3) goals/ needs Examples: • Minimum viable product in 4 months • $250K funding in 6 months • Landing 4 beta accounts with 500 transactions in 2 months
- 34. What is your social style? Expert Promoter Networker And, what would you like it to be?
- 35. What are your networks? List your networks and target networks • Founders, Employees, Partners, Advisors • Customers, Vendors, suppliers, partners • Alumni, Social Groups, Professional Groups • Friends, Family, Extended-Family
- 36. Philip’s social assets Subject Expertise ReviewQ founders, KnowledgeBank staff Industry Expertise Food Label Community (9,354), Food Dive, BevNet, SCIFTS, Knowledge Bank Customers and associated (Food Manufactures, Brands, Lawyers, Food Consultants), My CRM (5,000+ emails), GitHub (F18, Bulkdata.GPO.gov) OC Startup Community HOTB Software, Pivotal Lawfirm, The Cove, Fast Start Studio, TCVN, TriTech, TCA Executives: LinkedIn (2,217), LionsPride, CafeNet, Platinum Bootcamp Alumni Other Professionals PMI Orange County, UCI Alumni, Pepperdine Alumni, Past Employees/Employees & Customers (Merk, Pfizer, Allergan, Monarch, Nutrilite, Lnx), General Marina and Tustin high schools, AYSO soccer, other industry groups +++second degree connections
- 37. Do your networks serve different needs? Focused specific area, cause, or subject matter (i.e. American Cancer Association) General diverse interests, often have a cooperative focus (e.g. Mommy Clubs, USC alumni) Communicating, an outward focus – e.g. NBC News Listening, a gathering focus – e.g. CIA counter-terrorist Transactional, clear division of labor – e.g. Lawyer or accountant Integrative, focused on integrating ideas, practices – e.g. Multi-institute research consortiums Focus
- 38. How adaptive is the network ? Nascent just an idea in Mom and Dad’s eye Child young, energetic and quick to adapt Adult established, less likely to change but may produce progeny Aged mature, well establish behaviors, and resistant to change. Age is NOT physical, but an attitude to change
- 39. EngagementRelationships People How will you engage? Align Attitudes Match Expectations
- 40. Philip Topham, MBA, PMP -- Designed, patented, built and sold over $5M in influence analytics products to the pharmaceutical industry to help them find the most import “Key Opinion Leaders” and “Key Centers of Excellence” Philip is an entrepreneur, armchair sociologist, life-long learner, former CTO, futurist, lateral thinker, woodworker, billiards player & casual programmer. Philip@Topham.com LinkedIn: philiptopham
Editor's Notes
- Also applies to: Do you have a disruptive technology, and wonder why no one cares? Are you relying on early adopters? And stuck crossing the chasm? I’m already on Facebook, Pinterest and Twitter and the rest, “I’m done, right?”
- Ask audience to give example of social networks
- People tend to think about social media as social networks. Tencent QQ (China)
- But any “social group” is a “social network” each with many subnetworks.
- A rather boring definition, here’s mine, and it begins with social…..
- A rather boring definition, here’s mine, and it begins with social…..
- We are so good at being social, that we don’t even see it, so lets take a look at what it means to be social; what is a relationship and how they form networks with untapped potential and hidden social capital.
- So lets dive into what a social network really is…
- Ask audience to give example of social networks
- WHAT –network of relationships information flow goods/services exchange HOW – “The platform”, tools, standard methods and social norms (socially agreed behaviors ) WHO – as size grows, so does the network effect
- Mostly one-way – YouTube “how to” videos – only listening or speaking Back and forth collaboration – Writing a Movie script – equal partners Division of labor – You film, I’ll write – non-equal partnership
- Ask audience to give example of social networks
- The sky is filled with water vapor, invisible until the collect sufficiently for us to notice. The world is fill with social relationships, all invisible until we stop and look for them; a few can be a family, a clan, a community, a state, a region, a country, a league of nations or the entire globe.
- Shows multiple non-overlapping groups
- Use the university system as example; group think in spades.
- Use real estate transactions
- Drones. No center.
- Private not-industry standards. LINKEDIN, FACEBOOK (Put data in but its not yours)
- Ask audience to give example of social networks
- Remember to match you engagement to the type of network your targeting.
- The Javascript standards committee is an example of an aged process.