Leveraging Social Networks

Leveraging Social Networks:

A net∞WORK Mindset

Friedman Foundation – Generator Forum
December 11, 2008
Victoria G. Axelrod

© Axelrod ⋅ Becker Consulting All rights reserved

AGENDA

1. Networks 101 Overview – Why & Benefits
2. Personal Network Drawing & Discussion
3. Speed World Cafe
4. Mind Map – Networks to Leverage
∞
net WORK™:
Creating value through facilitating
interactions & networks


Open Systems-
Network Mindset Quiz

Anyone believe you can create business value
using social networks?

Who’s read:

Anyone conducted a Network Analysis?


Why Leverage Social
Networks, Now?
Cataclysmic shift in marketplace.
Groundswell – Charlene Li

Mavens, Gurus and Salesmen
Tipping Point – Malcolm Gladwell

Potential to use net∞WORKed information
to drive business strategy


Social Capital

The sum of all of an organization's
relationships through individual networks.

Sustainable organizations with
high social capital contribute
positively to the ecosystem in
which they operate.


Sustainable Benefits of
Networks
… in the context of networked organizations, focus is on
the ability of the organization to adapt to a rapidly
changing external environment.

Organizations that have a deep understanding of the
dynamic power of networks, both internal and external,
have a greater potential to survive.

Network analysis provides organizations and individuals
the tools to assess current networks and intentionally
shape future network patterns.


Simon sees DUCKS

But, CONSIDER the POND


More than the eye can see

No food web. No ducks

Ponds
CONNECTED

Watershed
ECOSYSTEM

http://www.wildeducation.org/programs/nww06/watershed_illustration2.jpg

Organizations as Complex Network Webs
Value Networks
Customer Co- Creation Partner Networks

Knowledge Networks
Supply Chains
Industry Groups
Innovation
Communities of Practice

High Performers
Alumni Networks

Business value created through interaction. Relationships build capital.


Personal Network Drawing
Exercise


Network Identification & Analysis-
Networks in Your Work Exercise
Overview
•  Drawing exercise- individually 5 mins

•  Sharing with a triad 10 mins

•  Insights from groups 5 mins


Sharing Network Insights

How many people did you include in your
Network that are important to your job
and/organization that are seldom or
never included in strategic dialogues?


Barry Wellman
www.chass.utoronto.ca/~wellman

Neighborhood Ties - Conclusions

Wired Residents
• Recognize More
• Talk with More
• Invite More Into their Homes
- And are Invited
• Interact with Neighbors in a Wider Area
Internet Research 1.0 slide 52


©BARRY WELLMAN / NETLAB PUBLICATIONS

Glocalization – Local Community Ties

Control Group: Strong Netville: Strong and weak
and weak ties in a non- ties in a wired neighborhood.
wired neighborhood.

Strong Tie
Weak Tie


What have we learned so far?

Value is created through relationships and
interactions.

How to put personal networks to work to address a
business challenge

How considering the collection and intersection of
personal networks reveals where social capital lies
in an organization.

Network analysis can reveal the hidden patterns of
relationships and opportunities.
© Axelrod ⋅ Becker Consulting
What else???? All rights reserved

net∞WORK Thinking and Acting
10 Dimensions
1.  Organizations Function As Complex Network Webs
2.  Work Gets Done Through Individual Networks
3.  Knowledge Is Created Through Individual Interactions
4.  Patterns Of Participation Impact Knowledge Flows
5.  ONA Reveals Current Knowledge Flows And Individual's Roles
6.  Network Maps Visualize Network Analysis
7.  Network Analysis Provides New Measurement Tools
∞
8.  Knowledge Is In Net Working. Innovation Is The Result Of
Action
9.  Technologies Shape Work
10.  Balance Intension and Control in support of the business
strategy


Speed World Café
• Speakers Move, Participants Stay
• What CIA – challenges, insights and actions, do
you have to discuss with each presenter?
• Time:


Mind Map…
• Each Table Record Your Generator Forum CIA
• Pick one person to report out
• Time:


∞
net WORK™

Understanding human networks as
resources to be WORKed to create
value for organizations


Continuing the Conversation
21st Century Organization Blog
http://c21org.typepad.com

21st Century Organization Facebook Group
http://www.facebook.com/group.php?gid=2436782733
Networked Organizations Wiki
http://networkedorganizations.wikispaces.com

Email vaxelrod@axelrodbecker.com

Thank you!


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