The document discusses how the world is experiencing unprecedented disruption due to factors like the democratization of information, globalization, and new technologies. It notes that success now depends more on people strategies than processes or technology. The principles of the digital space like participation, sharing knowledge, and building trust globally are not just buzzwords but should inform how organizations design their people, processes, and technologies to engage customers and stakeholders in this changing environment. Performance comes from developing social intelligence within networks of people using tools to connect, collaborate, and execute plans.

1. If you’re not confused, you’re not
paying attention
Tom Peters
Image credit: http://ffffound.com
2/3/2013 Michelle Shail | Synchronous 1

2. We are living in unprecedented times.
No individual, organization, or industry
is immune to the disruption .
“Markets consist of beings, not demographic sectors”
(Levine, Locke, Searls and Weinberger, 2000)
2/3/2013 Michelle Shail | Synchronous 2

3. This information comes from over a year of listening to
multiple channels about the past, the present and what
the future holds.
Sources include academic and business journals,
industry podcasts, webinars and white papers, books
and interviews.
My hope is that you learn something new and create
opportunities for positive change in your organizations.
2/3/2013 Michelle Shail | Synchronous 3

4. Tim Berners Lee asked the
questions:
What would happened if you
combined a communication
vehicle called the Internet and
hyper text linking?
What would happen if the world
had a standardized language?
The answer is the world has the
ability to instantly connect.
Information is democratized.
His principle is that knowledge is
for everyone.
http://public.web.cern.ch/public/en/About/Web-en.html
2/3/2013 Michelle Shail | Synchronous 4

5. Prior to the Web/Internet…… Today and in the future people
interact with people around
data & content
Shift from transactional to relational
Now, the lines are blurred…boundaries are down, industries, businesses and
people are no longer contained. More than process and technology, success
depends on our people plans.
Image Credit: www. ironbedframes1.com/main-frame-computer Credit http://www.indiegogo.com/
2/3/2013 Michelle Shail | Synchronous 5

6. The democratization of
information, explosion in
technology, globalization and an
economic downtown have
rewritten our jobs, the way we
work and how we communicate
personally and professionally.
Yet…..
In many ways we are leading,
planning and executing from
this mindset.
“70% of time, money & resources spent keeping things
the same” ~ Cameron & Quinn
2/3/2013 Michelle Shail | Synchronous 6

7. Affect on Change
40%
35%
30%
25%
20%
15%
10% Planned Change UnPlanned Change
5%
0%
2008 2010
Source: Gartner 2012. Data gathered in
the context of application support

8. We hear these words often and they seem like
opaque buzz words……..
customer centric
Connections
Social
But they are
2/3/2013 not………
Michelle Shail | Synchronous 8

9. The Place Where We Are All Congregating….
Web, Mobile, Social…
Has Specific Design Principles
W3C's vision for the Web involves participation, sharing
knowledge, and thereby building trust on a global scale.
2/3/2013 Michelle Shail | Synchronous 9

10.  Web for All
For communication, commerce and knowledge regardless
geography, culture, network infrastructure, physical or mental ability
 Web on Everything
Mobile phones, smartphones, personal digital assistants, interactive
TV, voice response, kiosks, domestic appliances
 Web for Rich Interaction
Communication tool to share information with anyone, anywhere
 Web of Data & Services
Linked data and technical services (tools) that enable computers to do
more useful work and support trusted interactions over the network
 Web of Trust
Technology, tools and standards that promote positive social relationships
2/3/2013 Michelle Shail | Synchronous 10

11. What Does It Mean To You?
 If you want to reach your customers, engage your
workforce, identify and scale opportunities and develop
your leaders, then a mindset, culture, structure, tools
and relationships around those principles are required.
 Today the Internet economy accounts for a larger piece of
GDP than the federal government.
 By 2016 there will be 3 billion Internet citizens that will transact
mostly over mobile phones.
 Process and technology matter but people are ultimately the
catalyst of change.
2/3/2013 Michelle Shail | Synchronous 11

12. Performance Today Comes From Social Intelligence
 Energy  Engagement  Exploration
 Nature of the  Is everyone’s  Extent that
Exchange? voice in the members
engage
 Face to Face room? others outside
 Phone  Is there equal their teams
 Email/texting input? for info and
ideas?
The New Science of Building Great Teams, HBR 2012
2/3/2013 Michelle Shail | Synchronous 12

13. Are you designing your
people, process and
technology plans for the
future or for the past?
What is the effect if
you cannot reach
your customers or
engage your
stakeholders?
Do your strategies align with the
design principles of the space we
now live, work and play?
2/3/2013 Michelle Shail | Synchronous 13

14. Social and/or social media strategy refers to networks of
people using tools and software to:
 Connect
 Collaborate
 Execute on
• Plans
• Products
• Services
The social environment includes:
 blogs
 podcasts
 micro-blogging (Twitter, LinkedIn)
 chat rooms & forums
 Videos (static & dynamic)
 social media
(LinkedIn, Twitter, Facebook, Pinterest, Google
Circles)….
 ...on and on and on……..
2/3/2013 Michelle Shail | Synchronous 14

15. It is
Messy ~ Powerful ~ Pervasive
“Social organization” is an organization that strategically applies mass
collaboration to address significant business challenges or opportunities.
“Mass collaboration” exists when large and diverse groups join together for
a mutual purpose that creates value.
Mark McDonald, Ph.D. , Gartner
12/12 HBR
2/3/2013 Michelle Shail | Synchronous 15

16. Did you know………
1.9 billion Internet citizens ~ anticipated to be 5 billion by 2020 most connected to
Internet with a mobile device ~ Over 1 billion web pages
3 billion internet citizens by 2016 w/ 75+ % using mobile devices for transactions
Internet Economy accounts for a larger piece of GDP than the federal government
1 billion people on Facebook ~ 70,000 photos added to Facebook in 1 minute
30 billion pieces of content added to Facebook in January 2012
107 trillion emails sent in 2011 (89% spam)
2 billion YouTube videos watched in 1 day ~ 60 hr. of video uploaded/minute
38 billion Twitter searches in January 2012 ~ 400+ million tweet/day ~ 236k/min
400+ million Twitter accounts ~ 200+ million LinkedIn Users
6 billion mobile subscriptions ~ 75% of world population has access to mobile phone
according to World Bank (2012)
Source: Gartner (2012)

17. For a message to reach 50 million people
it would take:
 38 years for the radio
 3 years for the iPod
 less than 3 months for Facebook
Source:
http://www.youtube.com/watch
?v=Z4gt62uAasE
2/3/2013 Michelle Shail | Synchronous 17

18. Despite the known ROI today, executives
are recognizing the opportunities and
believe it will have a substantial impact on
their business in the next 5 years.
2/3/2013 Michelle Shail | Synchronous 18

19. “Social Media experts speculate there will be more
change precipitated by advances in the new
media environment within the next 5 years than
there has been in overall communication
environment over the previous 50.”
Source: Schein R, Wilson K, Keelen J.
Literature review on effectiveness of the
use of social media. Brampton, ON:
Region of Peel; 2010
2/3/2013 Michelle Shail | Synchronous 19

20. Learning from the Patterns of Contributions &
Perceived Value
There are communities for everything from
the communal value to the civic value.
2/3/2013 Michelle Shail | Synchronous 20

21. Examples
As of 9/30/12 244k likes
https://www.facebook.com/pages/Macbarbie07/15378984642
https://vimeo.com/7838030
5
http://www.youtube.com/user/Macbarbie07
user/Macbarbie07 - 128 million video views
2/3/2013 Michelle Shail | Synchronous 21

22. Even though the perceived value is different, we
learn that people are contributing and sharing
without being told to.
They want to contribute, they want to share
things that are important to them.
How can we inspire people to offer
meaningful contributions in our
organizations?
What keeps people from sharing?
How will you develop influence in the 21st
century?
2/3/2013 Michelle Shail | Synchronous 22

23. Coming to Enterprise Software Near You
Recent M & A’s Touted Benefits of Social SW
 SAP owns SuccessFactors for  Identifying expertise
$3.9 billion  Preserving institutional memory
 IBM recently purchased Kenexa  Harnessing distributed knowledge 
for $1.3 billion ^ Learning
 Microsoft buys Yammer ^ Performance
(enterprise social SW)  Discover emerging opportunities 
 Microsoft is officially packaging
^ Innovation
LinkedIn’s resume & enterprise
data into its Office products ^ Growth
 Shift from transactional to relational
 Oracle owns Taleo for $1.9 billion
 Faster exception handling for reduced
 SalesForce.com bought Radian
cost, increased productivity
& Buddy Media to listen, monitor
& engage customers
2/3/2013 Michelle Shail | Synchronous 23

24. Effect on Human Capital
From the 20th century we learned that human
behavior is not random; it is motivated by a belief in
extrinsic and intrinsic rewards and consequences
The most valuable lesson from the social age is that
people want to create, they want to design, they
want to be a part of a community
Social is where your customers are and social is the
mindset of your emerging workforce
Carter, 2012; Jue, Marr, & Kassotakis, 2010
2/3/2013 Michelle Shail | Synchronous 24

25.  Generation Y, or Millenials (born 1977 – 2000)
 Make up 25% of the population
 Expected to control 46% of the personal
wealth in the U.S. by 2024
 Have never known a world without digital
technology
 Crave and demand instant information and
connections
2/3/2013 Michelle Shail | Synchronous 25

26. How can you tap into and harvest results from
the principles (not just tools & technology) of the
digital space we all live in and the intrinsic
motivation of people?
2/3/2013 Michelle Shail | Synchronous 26

27. Big Data is an Output of a Web of
Information and Social Tools for Sharing
 Large &
Unstructured data
that does not fit in
traditional
databases
 2.5 Exabytes of data
created/day which
is:
 High Volume
 High Velocity
 High Variety
Image credit:
http://www.bigdatabytes.com/managing-big-data-
starts-here/
2/3/2013 Michelle Shail | Synchronous 27

28. Benefits & Challenges with Big Data
Benefits Challenges
 Real time information  Resistance
 Cross Boundary  Mindset
information &  Missing internal skills
opportunities  Culture
 Sense External
Changes & Ripple  Leadership
Affects  Moving from the highest
 Better analytics for
paid person’s opinion to
improved decision data driven decisions
making
2/3/2013 Michelle Shail | Synchronous 28

29. Ways OD Can Help with Big Data
 Leadership Development
 Learning how to ask the “right” questions
 Defining a solid focus, aligning and executing
 Trusting the data over the hunches | scientific approach
 Talent Management
 Cross functional skill sets in IT, computer
science, statistics, engineering, data management
 Scarce resource: developing a pipeline, developing internal
resources, retaining talent
 Bridge Connecting Business Units & Functions
 Independent perspective working towards specific business
objectives
 What’s the business opportunity or pain?
 Shifting the mind set
 Culture
 Help organizations and groups understand their culture and help
them shift when necessary in order to maximize the benefits of big
data
Joy’s Law: The smartest people work for someone else.
~ Bill Joy, Co-founder, Sun Microsystems

30. Opportunity for OD: Themes from a Year of Listening
 Biggest inhibitors to navigating the 21st century: Culture & Mindset
• Engineering and Executive Subcultures share a preference for engineering
people out of the process. OD can engineer people in for 21st century success
 Systems Approach: Everything is inter-Related
• OD can organize people, process and technology across functions and units to
drive results
• Tie to an organizational objective
 Shift from Command & Control to Collaborative & Engaging Leadership
• Develop emotional intelligence and communication skills
• Learn to ask questions, Establish trust and use big data
• Focus on core business, mission, and impact but expect iterations
 Constant Learning
• Engaging innate curiosity, create safe environments for contributing information
and knowledge (it’s natural after all)
• Utilize technology while ensuring the people process as well

31. We know that our Internet environment is
messy but its not random.
We know that human behavior is not
random and that we want to
design, create, contribute and build
communities.
“The post-industrial age is here, and it brings with it the
opportunity to carve a completely different path--for you, for
your team and for your organization.”
~ Seth Godin, 2012
2/3/2013 Michelle Shail | Synchronous 31