The document discusses the transformative power of social media within organizations, advocating for a shift from traditional command-and-control structures to more collaborative, peer-to-peer models. It highlights various case studies showcasing the benefits of social media in increasing productivity and driving sales while addressing modern workforce challenges such as temporary employment and workplace stress. The text emphasizes the importance of building community and trust within organizations to harness the full potential of social media for business success.

1. Harnessing Change From Within the Organisation Why social media is at its most transformative inside the organisation Leon Benjamin A practical guide for CIOs

2. What’s the story? Social media actually works Landscape, news from the front Why change comes from within Social media is at its most transformative ‘inside’ the company Command & control organisation is stifling employee productivity The implications of the shift to network based, peer-to-peer models of production Open Source out-performs command and control Case studies The profound changes in the nature of work The shift to ‘people on demand’ models of labour Variable labour costs Managing people at a distance How IT should adapt Practical guide Building a business case Structured Visual Thinking Valuating intangibles – relationship capital/guanxi Leadership Self-organising teams, communities of practice Talent management Finding your ‘SuperConnectors’ Getting ready for Gen Y Summary & Discussion

3. Social Media Works 200,000,000 blogs 1.5 million residents “ The workers should appropriate the means of production” >100,000,000 videos (65,000/day) www.ebay.com 21 Nov 2006 14,463,346 auctions Almost 4,000,000 articles (10 languages) 300,000,000 profiles 2009: "Twitter" is the world’s most popular English word

4. Social Media Works Lenovo saw 20% reductions in call centre activity as customers go to a community (Social Media) website Intuit introduced “Live Community” into their Turbo Tax products 2 years ago – Unit sales up +30% each year Blendtec increased sales by 400% with “Will It Blend” YouTube videos Dell sold $3,000,000 of computers on Twitter 300,000 businesses have a presence on Facebook Software company Genius.com reports 24% of social media leads convert to sales Facebook bragged recently that Farmville , a farming simulation game hosted on their site, is now more popular than Twitter, with over 26 million daily users and in excess of 69 million monthly users to its name

5. Social Media Works

6. Mornflake Video Competition Make a video about your values £15k first prize 10 week campaign Facebook/Uvizz Innovative use of video technology Groups, reward structure 52 uVizz video submissions 11,000 unique views 20,000 total views 30-90sec clips 5 TV quality commercials Value = £250k

7. The Big Shift – Network Economy

8. What’s that coming over the hill?

9. The Big Shift

10. The Biggest Story of the 21 st Century? The increasing unsuitability of command and control organisation Massive advances in technology Prosperity to millions But at what cost to humanity, equality , society and the environment? Network organisation as the model of choice There is a spectre haunting the world. The spectre of peer-to-peer Open source production Collaborative capitalism * not * managerial capitalism The future is about less – doing better with less Web 2.0 Is about “architectures of participation” Hanging out where your customers, suppliers, partners, future talent are

11. What do these need to survive? Orders Order Stability Continuity Rules Fear Withholding Information Measurement Incentives Competition

12. The Cost of Command & Control Modern Ways Open India’s Doors to Diabetes Got the cash but it comes with ‘issues’ Western diet/lifestyle 35m type 2 diabetics. 75m by 2030 Work Rage France Telecom’s suicide rate 21 since Feb 2008 One more last week despite ‘interventions’ 2.6m people in Britain on incapacity benefits Over 60% there courtesy of workplace stress Inequality USA 1950, CEO earns on average 40 X lowest paid worker In 2009, CEO earns on average 4,000 X lowest paid worker Frequently as high as 200,000 X 47m Americans without health insurance In the UK poverty is almost at pre-war levels Climate Change The economy is a wholly owned subsidiary of the environment The Story of Stuff, An Inconvenient Truth, etc, etc The West: Signs of cracking? US infant mortality, UK & US drop to 17 th & 19 th (out of 19) on preventable deaths 30m Americans on ‘low food security’ PWC Lotus Notes Experience Collaboration at partner level only

13. The Cost of Command & Control

14. What do these need to survive? Everyone is a leader Everyone sensing, responding, Transparency Trust Peers Agile Adaptable Self-organising

15. The Value of Peer-to-Peer Production Open Source Software Google, Facebook, Yahoo, Amazon, eBay could not exist without Open Source technology Linux & Coase’s Penguin Yochai Benkler on The Wealth of Networks P2P lending Grameen bank, Kiva, Zopa...many others Prosperity without growth Steady state economies Fractional work Creative commons The next BladeRunner film Crowdsourcing Crowdsourcing is solving some of the world's most intractable problems “ The future of a company depends less on the nature of its issues, and more on its capacity to invent social structures able to solve them”. J FNoubel NASA Clickworkers IBM Global Jams Ideal Lists GE, Dell, US Fed

16. The Value of Peer-to-Peer Production Open Source Software Google, Facebook, Yahoo, Amazon, eBay could not exist without Open Source technology Linux & Coase’s Penguin Yochai Benkler on The Wealth of Networks P2P lending Grameen bank, Kiva, Zopa...many others Prosperity without growth Steady state economies Fractional work Creative commons NASA Clickworkers The next BladeRunner film Crowdsourcing Crowdsourcing is solving some of the world's most intractable problems “ The future of a company depends less on the nature of its issues, and more on its capacity to invent social structures able to solve them”. J FNoubel

17. A Perfect Labour Storm? Provenance Recent US research (cf Prof Alan Binder) estimates 30-40 million ‘high end’ white collar jobs could be lost within the next generation On that basis the comparable number in the UK could be as much as eight million Estimates of 60 million PhD students in Asia by 2015 In 2007 Indian IT services company receives 4m job applications in one year 31% of UK workforce retiring in the next 5 years In the US one-fifth of the country's large, established companies will lose 40 percent or more of their top level talent in the next five years Unretirement trends & ‘grey ceilings’ The impact of the credit crisis on pension values In Japan, 30% of the adult work force is made up of temporary workers If current government policy prevails only 1 in 2 (yes, one in two) people will be employed in Japan in the year 2050 Temporary work on the rise Short-term work contracts have increased as a proportion of total employment; From 12.7 to 18.3 percent in the Netherlands, 8.5 to 14 percent in Italy 11 to 12.3 percent OECD-wide over the past decade UK currently 25% Fractional Work An Opportunity. Not a threat.

18. Sources of Fractional Work 100,000 instant access to 100,000 rated and tested professionals who offer technical, marketing and business expertise Revenues of $200m pa 7,500 distributed home-based agents fastest-growing company (Deloitte & Touche Fast 500) Summer 2009 announced the creation of 500 posts in NY & 100 in Wyoming (Estimated) that more than 1 million people in Canada and the US make at least part of their living buying and selling on Ebay

19. Sources of Fractional Work

20. Platforms

21. Where to start? Devise a strategy It’s a journey, not an event Find/hire Community Managers Sole purpose is to achieve the same levels of productivity being achieved by ‘open source’, peer-to-peer production models Create and lead networks Communities of practice Adopt different tools & methodologies Projects/programmes Bioteams ROWE (Best Buy) Agile development The intranet as a conversation platform Email is important? More private messages sent on social networks than email (as of 2008) Read The Cluetrain Manifesto Published in 2000

22. Creativity Matters

23. Change comes from within In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves To speak with a human voice, companies must share the concerns of their communities. But first, they must belong to a community . Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals cooperating to construct something far more valuable: an intranetworked corporate conversation. We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal

24. Strategy Development Group Partners Structured Visual Thinking

25. Strategy Development

26. Room for discussion? Objects in the mirror are closer than they appear......