A presentation for Sweden's Public Relations Association on social media and social networks

1. CREATING VALUE THROUGH SOCIAL MEDIA DR. ROBIN TEIGLAND STOCKHOLM SCHOOL OF ECONOMICS [email_address] WWW.KNOWLEDGENETWORKING.ORG WWW.SLIDESHARE.NET/ETEIGLAND

2. History tends to repeat itself…. Innovation, financial crisis, industrial revolution, … Steam engine Internal combustion engine Microelectronics Late 18 th C Late 19 th C Late 20 th C Schön 2008 Third industrial revolution?

5. How can we keep up? Cohen & Levinthal 1989 Growth Time Information and knowledge Human absorptive capacity

8. Creating new knowledge sources… Closed Expensive Complex Accurate Open Inexpensive Simple Close enough Hinton 2007

10. Leveraging external resources to find solutions and solve unsolved problems

12. Traditional marketing vs social media marketing http://adultaddstrengths.com/2008/11/05/obama-vs-mccain-social-media/

13. A new workforce is appearing… Mahaley 2008, Merrill Lynch 1999, Beck and Wade, Prensky “ Digital Immigrants” “ Digital Natives” Company loyalty Work ≠ Personal Learning=Behind the desk Professional loyalty Work = Personal Learning=Fun and games

14. Using the internet to build relationships, find information and knowledge, solve problems, and learn Boyd et al. 2008, Rey 2008 Communication Personal Media Self-expression Collective Intelligence Content Production

17. Increasing pressure for the right knowledge at the right place at the right time Formal organization/ Hierarchy Social organization / Heterarchy Teigland et al. 2005

19. Hinton 2007 Social media enable communities

22. eZ Wire enables global conversations

24. IBM’s Atlas shows the social network of a topic and how to get to someone Poole 2008

25. Improving recruiting efforts Job Fairs Accenture recruits in Second Life since 2006 – this recruiting has since paid for itself A manager at a high-tech multinational recruits senior level employees through Orkut, resulting in reduced turnover and headhunter fees Virtualworldnews.com 2008, Hustad & Teigland 2008

26. From organization-generated content (OGC) to user-generated content (UGC) Content created by a user to be used by a user Content created by an organization to sell to a user Di Gangi 2008

27. Atlas Copco on Facebook

28. GE Healthcare on Twitter

29. Examples at Dell DiGangi 2008, Brayrie 2007 Self-support Product development

30. Motorola Q – Creating content

31. Scania Social Media Newsroom “ One of the best B2B newsrooms I have seen.” -Bodnar, May 10, 2009

33. Engaging readers in content creation http://socialmediab2b.com/2009/05/b2b-social-media-newsroom/comment-page-1/#comment-80

37. Towards 3-D Internet Level of Interaction Time Hamilton 2008 Individual - Web 1.0 Thinking Mosaic, Prodigy, Compuserve, AOL, Netscape Connected Web 2.0 Thinking Facebook, Friendster, Yahoo, Blogger, Wikipedia, eBay, Typepad, LinkedIn. Amazon, MySpace, Textamerica, Delicious, HubPages SENSORY 3D Internet Thinking SecondLife, Active Worlds, There, SimsOnline, Club Penguin, World of Warcraft, 3D planets, ToonTown, Habbo, VSlide, Protosphere

38. Improving virtual teaming and cross-cultural skills Task: To build a bridge in your virtual team Designed by Duke CE and Stockholm School of Economics

39. Improving internal effectiveness Bringing together global brand managers

40. Co-creating solutions for today… Philips Design Group Lead-user innovation workshops

41. HSB: creating tomorrow’s solution while attracting employees and customers today Building the house of the future in a competition with architecture students HSB: One of Sweden’s largest real estate management companies

43. 3D internet Before the first sheet of aluminum is even bent for production, the passengers will have flown, the crew will have serviced, and the pilots will have flown the plane. CEO of Boeing supplier

44. “ I think there’s a world market for maybe five computers.” Thomas Watson, Chairman of IBM, 1943 “ There is no reason anyone would want a computer in their home.” Ken Olson, President, Chairman and Founder of Digital Equipment Corporation, 1977 “ Heavier-than-air flying machines are impossible.” Lord Kelvin, President, Royal Society, 1895

45. Sessions introducing VWs NY HRPS March 11, 2009 Do you want to learn more?

46. Match the tool to the purpose Tool Purpose Example Blogs/Microblogs Conversation Relationship building Information sharing Getting customer and employee feedback Sun Microsystems Ericsson GE Healthcare Discussion forums Self-support Solution finding Customer engagement Dell Wikis Collaboration Mutual problem solving Engagement Motorola Swedbank Social networking sites Community development Relationship building Building loyalty Solution finding Serena Software Victoria’s Secret Jeep Virtual worlds Collaboration Innovation Engagement Knowledge accidents Nokia Philips IBM

47. Are there any b enefits from social media, or is it all hype? Poole 2008: IBM Global Technical Services Knowledge Community of Practice Business Impact Survey 2007, completed by approximately 2,300 respondents

50. Users create their own meanings Wesch 2008

51. There is nowhere to hide http://www.youtube.com/watch?v=t8XxcOj3Seo Fortune, Rey 2008 Monitor social media sites and react in a timely fashion

54. Management cannot mandate social relationships My company has blocked my computer from accessing most of the social media sites. But I feel so cut off from my network. So, now I just connect through my phone.

56. IBM’s blogging policy & guidance, created by the employees Policies based on IBM’s Business Conduct Guidelines Apply internally and externally Available on ibm.com “ blogging guidelines” Adapted from Poole 2008

57. Enable usage of public & private space Private Space Public Space McDermott 2001

58. Communicate the competitive landscape What is our strategy? 1. Who are our customers ? 2. What products do we sell? 3. How do we create value? https://www.securestate.com/PublishingImages/Competition-(BIG).gif

60. Treat like any change project Kotter 1996 2. Form a powerful guiding coalition 1. Establish a sense of urgency 3. Create a vision 8. Anchor new approaches 4. Communicate the vision 5. Empower others to act on the vision 6. Plan for and create short-term wins 7. Consolidate improvements and produce more change

61. Plan for and create short-term wins 1. Create obtainable targets 2. Encourage & convince people that targets can be reached 3. Recognize and reward “winners” Communicate the wins Adapted from Kotter 1996

64. Network dynamics impact creativity and innovation B A Teigland 2003 Poor creativity and innovative performance High creativity and innovative performance

65. All the things right, but not the right thing!

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

67. Changing the mindset A new opportunity???

68. Thanks and see you in world! Karinda Rhode aka Robin Teigland [email_address] www.knowledgenetworking.org www.slideshare.net/eteigland Photo by H. Lindholm, Metro