The document discusses the evolution of business models in the context of social media, emphasizing the shift from closed to open and co-created models for value creation. It highlights the importance of interactivity and user-driven innovation, with case studies exemplifying how organizations can harness external resources and community engagement to enhance their business. Key takeaways include the need for structured opportunities in social media engagement and the prioritization of customer storytelling to humanize business interactions.

1. Exploring value creation through social media and networks Dr. Robin Teigland, SSE www.knowledgenetworking.org www.slideshare.net/eteigland Steve Mahaley, Duke CE http://smahaley.wordpress.com/ February 2011

2. "...when the rate of change outside an organization is greater than the change inside, the end is near...." Jack Welch…

3. Did You Know: Shift Happens http://www.youtube.com/watch?v=cL9Wu2kWwSY How are these trends impacting you and your organization?

4. Human capacity cannot keep up… Growth Time Information and knowledge Human absorptive capacity Adapted from Cohen & Levinthal 1989

5. Growing number of social media Adapted from FredCavazza.net

6. Some favorites

10. Twitter @DellOutlet – 1.5MM followers Facebook – 360,000 fans -------- 170, 000 customer ratings from 62 countries $6.5MM revenue Social Media and Communities University

11. Mobile Phone Video - > YouTube

12. “ We’re moving to France!”

13. “… we realize that in humanizing Ford, it’s just as important to connect our customers and fans with each other as it is to connect them with Ford employees, because they’re more likely to believe what other people have to say about Ford.” Twitter + Facebook = 500K fans TheFordStory.com – customer-contributed stories Social Media Action and Response Team (SMART)

14. Drivers of change Increased Interactivity DiGangi 2010

15. Tenno, http://www.slideshare.net/helgetenno/post-digital-marketing-2009

16. Business models So, what happens to them? Johnson, Christensen, and Kagermann 2008, DiGangi 2010

17. They evolve... DiGangi 2010

18. Closed model Organizations internalize resources for value creation; restrict access to knowledge, and protect intellectual property. DiGangi 2010

19. DiGangi 2010

20. Open model Organizations leverage both internal and external resources for value creation; strategically interact with environment DiGangi 2010

21. “ Distributed groups of individuals focused on solving general problem and/or developing new solution supported by computer-mediated communication.” Dahlander & Wallin, 2006 p. 1246 User-driven Innovation DiGangi 2010

22. DiGangi 2010 “ Distributed groups of individuals focused on solving general problem and/or developing new solution supported by computer-mediated communication.” Dahlander & Wallin, 2006 p. 1246 User-driven Innovation

23. Co-created model Organizations encourage flow of knowledge between internal and external resources; focus on common good where both parties benefit DiGangi 2010

24. Threadless: What came first – the community or the company?

25. eZ 230+ Partners 30,000+ Community members 5,000+ Customers in 130 countries #1 open source content management software Customers include UN, Vogue, Hitachi, 3M, MIT 75 employees in 9 countries (US, Europe & Asia)

26. eZ facilitates platforms for conversation throughout its ecosystem

27. Transparency, transparency, transparency http://twitter.com/#!/zappos Core Value #6: "Build Open and Honest Relationships with Communication

28. Some things do not change Innovation Exchange Exchange Trust Trust Relationships Relationships Interaction

29. http://slideshare.net/missrogue "E-connection is processed in the brain like an in-person connection."

30. Just when you thought you got it….. O’Driscoll 2009

31. Building skills in virtual environments My CV Leading a virtual team of 30 individuals from across the globe Creating and successfully executing strategies under pressure Managing cross-cultural conflict without face-to-face communication Teigland 2010

32. How many usually think of virtual worlds… Teigland 2010

33. But what else can they be? Ability to manipulate/create content Virtual economy and currency http://www.youtube.com/watch?v=Quh2OiPHkm8

34. Tomorrow’s education & training? Learning virtual teaming skills through experience http://www.youtube.com/watch?v=N8XPmp0qGyg

35. Facilitating the virtual workforce Welch et al 2010 Professional Collaboration and Productivity in Virtual Worlds (2009-2012) - ProViWo http://vmwork.net/proviwo/

36. Avapreneurs and Born Virtuals Teigland 2010

37. From the mobility of goods to the mobility of financial capital to … ...the “mobility” of labor?

38. FOR YOU? Key takeaways: Learn from online interactions and then innovate based on what customers want Provide structured opportunities for people within the business to learn about and participate in social media presence Executive support, dedicated personnel and key champions Humanize the business, and give opportunities for customers to tell their stories Social Media Guidelines for your people What are the opportunities for you?

39. Robin Teigland, robin.teigland@hhs.se www.knowledgenetworking.org www.slideshare.net/eteigland www.nordicworlds.net RobinTeigland Photo: Lindholm, Metro Photo: Nordenskiöld Photo: Lindqvist If you love knowledge, set it free… Steve Mahaley, steve.mahaley@dukece.com www.linkedin.com/in/stevemahaley Smahaley, Skype: mahaleys Second Life: Ace Carson http://smahaley.wordpress.com/ Phone. +1 919 680 5618

40. Interested in learning more about Virtual Worlds?