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Jan 2014

Executive Guide to Networked
Societies
FACILITATOR

Michael Netzley, PhD
Academic Director, SMU ExD
Opportunity
DARPA Red Balloon Challenge
•  2009 challenge on wide
area collaboration
•  Defense Advance
Research Project Agency
•  $40,000 prize to be first at
finding 10 balloons around
the United States
•  How long did the winning
team need to find them?
FEWER	
  THAN	
  
NINE	
  HOURS	
  
How Did the MIT Team Win?
•  Shared the reward
–  $2000 correct
coordinates
–  $1000 for whomever
invited them
–  $500 for inviting the
inviter
–  $250 for inviting them
–  And so on…

•  Mass & social media were
complementary
•  Data mining via social
media
What Was The Challenge?
•  Competition to succeed to locating
•  Geographically dispersed information
•  Nontraditional problem required a nontraditional
solution

Crowdsourcing	
  
Today’s
Objectives
Today’s Objectives
•  Understand it is all about networks
•  Introduce Castell’s networked societies
•  Learn the mechanics of networks (intro to network theory)
•  Highlight weak & strong ties
•  Feature three trends you need to watch: big data, e-Commerce &
mobility
Twitter &
Queenstown
Executive Guide to Networked Societies [UPDATED Jan 2014]
Executive Guide to Networked Societies [UPDATED Jan 2014]
Executive Guide to Networked Societies [UPDATED Jan 2014]
We	
  Live	
  in	
  Networks	
  
Expands
Your
Resource
Base
Why Now?
Misdirect: Networks, not Information
•  The defining characteristic of the modern age
is networks
–  All societies have had information (e.g., Ancient
Athens and Rome)
–  Digital networks are unique to the current age
–  Networks, for the first time, can be a sustained
structure for organizing people and work
Space of Places
Flows: Information & People
How We Now Organize
Societal elites are now much less
connected to cities [places], and are
instead connected to information
flows. Thus, the network serves as
our organizing principle.
Previously, networks were just an ad
hoc organizational structure until the
rise of digital technologies.
Network Theory
Research Says
Harvard Med School: Emotions Spread
Through Large Social Networks
Conclusion: People’s happiness
depends on the happiness of others
with whom they are connected. This
provides further justification for seeing
happiness, like health, as a collective
phenomenon.
- British Medical Journal 337 (2008)
Fowler and Christakis
Harvard Med School: Obesity Spreads
Through Large Social Networks
“You may not know him personally,
but your friend’s husband’s coworker
can make you fat. And your sister’s
friend’s boyfriend can make you thin.”
- Fowler and Christakis (2009)
Connected
Harvard Political Scientist:
Why Americans Vote
If you vote, then it increases the
likelihood that your friend’s friend will
also vote….Instead of each of us
having only one vote, we effectively
have several and therefore much
more likely to influence the
outcome.
- Fowler and Christakis (2009)
Connected
Rule: Three Degrees
of Influence
Executive Guide to Networked Societies [UPDATED Jan 2014]
25
25
25
25
25
155
Friend’s Friend’s Friend
Rule: Connections
need to be strong;
you need not know
the people.
When to Use Weak Ties
•  Speed of Distribution
•  Less Dependent on Others
•  Reach Distant Targets with Whom We are not
Connected
•  Innovative Ideas or Models
•  Episodic Information Flows
•  Bridge Diverse Groups
When to Use Strong Ties
• 
• 
• 
• 
• 
• 
• 

Urgent Situation
Dependency for Well Being
Decision Making
Ethos-Based Infuence
Access: Doors Opened
Regular Information Flows
Change Target’s Values
Executive Guide to Networked Societies [UPDATED Jan 2014]
Tipping Point for Ideas: Just 10%?
Scientists at Rensselaer Polytechnic Institute
have found that when just 10 percent of the
population holds an unshakable belief, their
belief will always be adopted by the majority of
the society.
•  Social Cognitive Networks Academic Research Center
(SCNARC)
•  journal Physical Review E in an article titled “Social
consensus through the influence of committed
minorities.”
Source
The Data
Duncan	
  Wa(s	
  
Offers	
  an	
  Important	
  
Point	
  of	
  Contrast	
  
Influencers or Influenceable?
Benefits of
Networks
Tech Lowers
Cost of Making
Weak Ties
Enable the
free flow of
info
Peripheral

Bridging

Cental
Expand
Your
Resource
Base
Solve
Problems
Messages from
Peers more
Influential
Embedded
in the
Network
What Does It
Mean for You?
3 Must-Watch
Trends
Big Data
Analyzing	
  large	
  data	
  sets—so-­‐
called	
  big	
  data—will	
  become	
  a	
  
key	
  basis	
  of	
  compeBBon,	
  
underpinning	
  new	
  waves	
  of	
  
producBvity	
  growth,	
  
innovaBon,	
  and	
  consumer	
  
surplus	
  	
  
	
  

	
  -­‐	
  McKinsey,	
  Big	
  Data:	
  The	
  
	
  Next	
  Fron2er	
  for	
  
	
  Innova2on,	
  Compe22on,	
  
	
  and	
  Produc2vity.	
  
E-Commerce

e-­‐commerce	
  spending	
  topped	
  
more	
  than	
  $1	
  trillion	
  in	
  
business-­‐to-­‐consumer	
  
spending.	
  That	
  number	
  
represents	
  21%	
  year-­‐over-­‐
year	
  growth,	
  which	
  is	
  
expected	
  to	
  conBnue	
  this	
  year	
  
as	
  online	
  spending	
  tops	
  $1.3	
  
trillion.	
  	
  
	
  -­‐	
  Wal-­‐Mart’s	
  e-­‐
	
  Commerce	
  Poten2al,	
  
	
  Inc.magazine,	
  2013	
  
E-Commerce in China
Mobility
Mobile Driving Online Usage
“Asia	
  has	
  an	
  insa)able	
  appe)te	
  for	
  mobile”	
  
“By	
  2015,one	
  in	
  two	
  people	
  in	
  the	
  world	
  
using	
  the	
  Internet	
  will	
  be	
  in	
  Asia	
  and	
  in	
  
the	
  region	
  a	
  persons	
  first	
  experience	
  
online	
  will	
  likely	
  be	
  on	
  mobile.”	
  	
  	
  	
  
Aliza	
  Knox,	
  Managing	
  Director	
  
of	
  Commerce,	
  Google	
  APAC	
  
So What Changes?
•  Increase in geography-based search terms as people
move about and conduct searches (state source?)
•  Most SEO today does not factor in geographic terms, so
SEO must be updates
•  People rapidly enter search terms by small screen while
moving, so mistakes increase, and the search engine
must still recognize and find the relevant results (and
quickly)
•  Many search engines driven by ad revenues, so how do
you display ads successfully on such a small screen?
Executive Guide to Networked Societies [UPDATED Jan 2014]
About The Prof

Michael Netzley
Michael Netzley, PhD
• 
• 
• 
• 

Academic Director, SMU Executive Development
Daddy with 3 daughters & 1 son
SMU since 2002
Champion’s Award, Innovative Course
Design and Delivery
•  Research Fellow, Society for New Communication
Research
•  Visiting positions in Argentina, Berlin, Finland,
Slovenia, and Japan
•  Worked with IBM, TCS, IHG, 3M, Singapore
Airline, Mastercard, Motorola, and Shell

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Executive Guide to Networked Societies [UPDATED Jan 2014]

  • 1. Jan 2014 Executive Guide to Networked Societies FACILITATOR Michael Netzley, PhD Academic Director, SMU ExD
  • 3. DARPA Red Balloon Challenge •  2009 challenge on wide area collaboration •  Defense Advance Research Project Agency •  $40,000 prize to be first at finding 10 balloons around the United States •  How long did the winning team need to find them?
  • 4. FEWER  THAN   NINE  HOURS  
  • 5. How Did the MIT Team Win? •  Shared the reward –  $2000 correct coordinates –  $1000 for whomever invited them –  $500 for inviting the inviter –  $250 for inviting them –  And so on… •  Mass & social media were complementary •  Data mining via social media
  • 6. What Was The Challenge? •  Competition to succeed to locating •  Geographically dispersed information •  Nontraditional problem required a nontraditional solution Crowdsourcing  
  • 8. Today’s Objectives •  Understand it is all about networks •  Introduce Castell’s networked societies •  Learn the mechanics of networks (intro to network theory) •  Highlight weak & strong ties •  Feature three trends you need to watch: big data, e-Commerce & mobility
  • 13. We  Live  in  Networks  
  • 16. Misdirect: Networks, not Information •  The defining characteristic of the modern age is networks –  All societies have had information (e.g., Ancient Athens and Rome) –  Digital networks are unique to the current age –  Networks, for the first time, can be a sustained structure for organizing people and work
  • 19. How We Now Organize Societal elites are now much less connected to cities [places], and are instead connected to information flows. Thus, the network serves as our organizing principle. Previously, networks were just an ad hoc organizational structure until the rise of digital technologies.
  • 22. Harvard Med School: Emotions Spread Through Large Social Networks Conclusion: People’s happiness depends on the happiness of others with whom they are connected. This provides further justification for seeing happiness, like health, as a collective phenomenon. - British Medical Journal 337 (2008) Fowler and Christakis
  • 23. Harvard Med School: Obesity Spreads Through Large Social Networks “You may not know him personally, but your friend’s husband’s coworker can make you fat. And your sister’s friend’s boyfriend can make you thin.” - Fowler and Christakis (2009) Connected
  • 24. Harvard Political Scientist: Why Americans Vote If you vote, then it increases the likelihood that your friend’s friend will also vote….Instead of each of us having only one vote, we effectively have several and therefore much more likely to influence the outcome. - Fowler and Christakis (2009) Connected
  • 28. 155
  • 30. Rule: Connections need to be strong; you need not know the people.
  • 31. When to Use Weak Ties •  Speed of Distribution •  Less Dependent on Others •  Reach Distant Targets with Whom We are not Connected •  Innovative Ideas or Models •  Episodic Information Flows •  Bridge Diverse Groups
  • 32. When to Use Strong Ties •  •  •  •  •  •  •  Urgent Situation Dependency for Well Being Decision Making Ethos-Based Infuence Access: Doors Opened Regular Information Flows Change Target’s Values
  • 34. Tipping Point for Ideas: Just 10%? Scientists at Rensselaer Polytechnic Institute have found that when just 10 percent of the population holds an unshakable belief, their belief will always be adopted by the majority of the society. •  Social Cognitive Networks Academic Research Center (SCNARC) •  journal Physical Review E in an article titled “Social consensus through the influence of committed minorities.” Source
  • 36. Duncan  Wa(s   Offers  an  Important   Point  of  Contrast  
  • 39. Tech Lowers Cost of Making Weak Ties
  • 46. What Does It Mean for You?
  • 48. Big Data Analyzing  large  data  sets—so-­‐ called  big  data—will  become  a   key  basis  of  compeBBon,   underpinning  new  waves  of   producBvity  growth,   innovaBon,  and  consumer   surplus        -­‐  McKinsey,  Big  Data:  The    Next  Fron2er  for    Innova2on,  Compe22on,    and  Produc2vity.  
  • 49. E-Commerce e-­‐commerce  spending  topped   more  than  $1  trillion  in   business-­‐to-­‐consumer   spending.  That  number   represents  21%  year-­‐over-­‐ year  growth,  which  is   expected  to  conBnue  this  year   as  online  spending  tops  $1.3   trillion.      -­‐  Wal-­‐Mart’s  e-­‐  Commerce  Poten2al,    Inc.magazine,  2013  
  • 53. “Asia  has  an  insa)able  appe)te  for  mobile”   “By  2015,one  in  two  people  in  the  world   using  the  Internet  will  be  in  Asia  and  in   the  region  a  persons  first  experience   online  will  likely  be  on  mobile.”         Aliza  Knox,  Managing  Director   of  Commerce,  Google  APAC  
  • 54. So What Changes? •  Increase in geography-based search terms as people move about and conduct searches (state source?) •  Most SEO today does not factor in geographic terms, so SEO must be updates •  People rapidly enter search terms by small screen while moving, so mistakes increase, and the search engine must still recognize and find the relevant results (and quickly) •  Many search engines driven by ad revenues, so how do you display ads successfully on such a small screen?
  • 57. Michael Netzley, PhD •  •  •  •  Academic Director, SMU Executive Development Daddy with 3 daughters & 1 son SMU since 2002 Champion’s Award, Innovative Course Design and Delivery •  Research Fellow, Society for New Communication Research •  Visiting positions in Argentina, Berlin, Finland, Slovenia, and Japan •  Worked with IBM, TCS, IHG, 3M, Singapore Airline, Mastercard, Motorola, and Shell