Updated presentation on social networks and social media.

1. Leveraging Social Networks and Social
Media for Improved Performance
Dr. Robin Teigland
Stockholm School of Economics
www.knowledgenetworking.org
www.slideshare.net/eteigland
@RobinTeigland
May 2014
www.hhs.se

2. Who am I? (LinkedIn Inmaps)
SSE
Exec Ed
Swedish
Industry
Research
Wharton
Stanford
McKinsey

3. Today’s discussion
Background
Personal social networks
Social media for organizations
3

4. ”The future is already here,
it’s just not very evenly
distributed."
- William Gibson

5. Socialnomics 2014
http://www.youtube.com/watch?v=zxpa4dNVd3c
1. What social media trends do you
recognize?
2. How are these trends affecting you and
your organization?
3. What does this have to do with networks?

6. What one listener emailed me after….
6
When I got home last night, my 17 year old son was
doing what he usually does – sitting at the computer
online with his friends…But after hearing this
presentation, I couldn’t help but be interested in what he
really was doing. So, when I looked more closely, I saw
that he was involved in three separate conversations - all
at the same time, and not only that, he was also
following the discussions on one of the school’s forums.
Then he said, “Mom, you grown-ups are sooooo
behind…..think how much you could get done if you
worked like this!”

7. What most people think of when they hear
“social networks”
7

8. Relationships
Image: Hinton 2007

9. We are all
embedded in
numerous
networks
Image: http://info.data-scout.com/blog/bid/154938/Six-Degrees-of-Separation

10. 10
Six degrees of separation
- Milgram, 1967
Image: http://www.deliveringhappiness.com/on-six-degrees-of-separation/

11. Increasing focus on network science
11

12. What is a network?
A set of actors connected by ties
•Ties/Links
−Knowledge, trust,
team, sit by, dislike, etc.
−Alliance, customer,
investment, etc.
Tie
•Actors/Nodes
−Individuals
−Teams,
organizations, etc.
Actor
12

13. Social network analysis has a long history
and is based on matrix algebra and graph theory
13
http://en.wikipedia.org/wiki/Social_network

14. Hidden influence of social networks
14http://www.ted.com/talks/lang/en/nicholas_christakis_the_hidden_influence_of_social_networks.html
Happy people
In between people
Unhappy people
Christakis & Fowler, 2011

15. ”No one knows everything,
everyone knows something,
all knowledge resides in humanity.”networks
Adapted from Lévy 1997
Six degrees of
separation
- Milgram, 1967
Image: Krebs

16. Today’s discussion
Background
Personal social networks
Social media for organizations
16

17. 17
So, what does this mean for you?
 An actor’s position in a social network, i.e.,
social capital, determines in part the actor’s
opportunities and constraints
Casper & Murray 2002
German
biotech
scientists

18. 18
BA
Two individuals with the same number of
contacts…

19. …but with very different access to resources
B
A
19

20. Bridging unconnected groups brings advantages
•More rapid promotions
•Greater career mobility
•Higher salaries
•More adaptable to changing environments
Brass, Burt, Podolny & Baron, Sparrowe et al, Gargiulo & Benassi 20

21. 23
“Think about it: everybody you know,
everyone you meet, also know about 250
people. So every time you cultivate a
relationship with one new person, you have
actually expanded your personal inventory by
250 people – every single time.”
— Bob Burg, Author and Speaker

22. Avoid creating insular networks
http://www.enronexplorer.com/focus/19185# 24

23. Leverage social media to build your networks
25

24. Why do people use twitter?
 What’s happening now?
− News, events, trending topics
 What do you think?
− Ability to get immediate response
 Who else is interested in this?
− Ability to reach a broader community
− Ability to learn about topic
 To take a break
− Chat informally about serious and less serious topics
26

25. Get started with Twitter
27
Click on the document
to the left to see some
basic steps to get
started with Twitter
Strategic Human Resources
Group Exercise
by Robin Teigland, robin.teigland@hhs.se, twitter: robin.teigland
Instructions
In your group, prepare a maximum 8 minute presentation based on the below
questions for your group (e.g., Group 1 does a presentation on Zappos).
You can find information through looking on company/organization homepages,
googling key words (e.g., enterprise crowdfunding, IBM), and checking various
social media sites such as www.slideshare.net and twitter/tweetdeck.
Please include images and/or videos in your presentation as well as your sources.
Group Assignment
#1 Zappos and social media
1. What is Zappos?
2. How does Zappos management use social media within its human
resources?
3. How do Zappos employees use social media?
4. What benefits does the use of social media by management and
employees bring Zappos?
5. What challenges are there to the use of social media at Zappos?
6. What social media ideas do you have from Zappos that you could use at
your organization?
#2 Crowdfunding and enterprise crowdfunding
1. What is crowdfunding?
2. How do organizations such as GE and Piratpartiet use crowdfunding?
3. What is enterprise crowdfunding?
4. How does IBM use enterprise crowdfunding (iFundIT)?
5. What benefits does the use of crowdfunding bring IBM/GE?
6. What challenges are there to the use of crowdfunding by companies?
7. What crowdfunding ideas do you have that you could use at your
organization?
#3 MOOCs
1. What is a MOOC?
2. What are Coursera and EdX?
3. How are individuals using MOOCs?
4. How are organizations such as Yahoo! and Intel using MOOCs or the
concept of a MOOC (corporate MOOC)?
5. What benefits can the use of MOOCs bring an organization?
6. What challenges are there to the use of MOOCs at an organization?
7. What ideas do you have about how you could use MOOCs at your
organization?

26. Twitter exercise
 How could you use Twitter?
 How could Twitter help you professionally?
 How could you use Twitter to build social
networks in your organization?
 How will you use Twitter this next week?
28

27. Some tools to build your network
29

28. Tools to uncover your networks
 Facebook
− TouchGraph Facebook Browser
 http://www.touchgraph.com/facebook
 LinkedIn
− http://inmaps.linkedinlabs.com/
 Klout
− http://klout.com/#/dashboard
30

29. Analyze your networks
http://inmaps.linkedinlabs.com/network

30. Facebook network via TouchGraph
32
http://www.touchgraph.com/facebook

31. Track your influence
www.klout.com

32. Today’s discussion
Background
Personal social networks
Social media for organizations
34

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

34. Increasing pace of change
From 1920s to 2010s
−Average lifespan of S&P 500 company fell from
67 years to 15 years
From 2000 to 2010
−40% of Fortune 500 replaced
Predictions
−In next few years, 70% of Fortune 1000 replaced
−By 2020, >75% of S&P 500 we do not know
today
−By 2025, >45% of Fortune 500 from emerging
markets
Fast Company, McKinsey & Inc

35. Knowledge becomes quickly outdated
Ray Kurzweil, Singularity Institute

36. What are they doing?

37. 39
Where does work get done?
Formal organization Informal organization
Teigland et al. 2005

38. Building relationships, finding information and
knowledge, solving problems, and learning
42Mahaley 2008

39. 43
”No one knows everything,
everyone knows something,
all knowledge resides in...”
Mahaley 2008, Adapted from Lévy 1997

40. 44
What benefits can you achieve
through using social media?
- Innovation
- Learning
- Relationships
- Leads
- Other?

41. My company has blocked my
computer from accessing most
social media sites. But I feel cut
off from my network so now I just
connect through my phone.
Management
cannot mandate social relationships
Photo: ac360.blogs.cnn.com

42. Do employees know how to represent the
company when using external social media?
46
Statoil-Hydro
Love at 150 m below sea level!

43. …..you “hire” his or her network.
When you hire someone,…
47

44. 48

45. We are stuck in our old ways …

46. Breaking free from “industrial chains”?
Work and private life are separate
Work should be serious
Roles and responsibilities are appointed
Learning occurs behind the desk
Value is created by firm’s employees
Firms are primary source of value creation
Competition is a zero-sum game
Etc…..

47. 51

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

49. Group Exercise

50. Leverage social media to build organizational
networks
55

51. Group 1 - #1 Zappos and social media
In your group, prepare a maximum 8 minute
presentation
 What is Zappos?
 How does Zappos management use social media within its
human resources?
 How do Zappos employees use social media?
 What benefits does the use of social media by management
and employees bring Zappos?
 What challenges are there to the use of social media at
Zappos?
 What social media ideas do you have from Zappos that you
could use at your organization?
 Please include images and/or videos in your presentation as
well as your sources.

52. Enabling knowledge through MOOCs (massively
open online courses)
SMART (Software, Mobil Apps, Research & Technology)
Knowledge Hubs in Tanzania
New Economy Skills for Africa Program- ICT (Tanzania)
+
Coursera
http://blogs.worldbank.org/edutech/moocs-in-africa

53. Groupwork - #2 Crowdfunding
In your group, prepare a maximum 8 minute
presentation
 What is crowdfunding?
 How do organizations such as GE and Piratpartiet use
crowdfunding?
 What is enterprise crowdfunding?
 How does IBM use enterprise crowdfunding (iFundIT)?
 What benefits does the use of crowdfunding bring IBM/GE?
 What challenges are there to the use of crowdfunding by
companies?
 What crowdfunding ideas do you have that you could use at
your organization?
 Please include images and/or videos in your presentation as
well as your sources.

54. What is Crowdfunding?
Accumulation of small investments in individual
projects by large number of individuals (the
“crowd”) via or with help of Internet and social
networks (De Buysere et al., 2012)
Picture: FundedByMe

55. Groupwork - #3 MOOCs
In your group, prepare a maximum 8 minute
presentation
 What is a MOOC?
 What are Coursera and EdX?
 How are individuals using MOOCs?
 How are organizations such as Yahoo! and Intel using
MOOCs or the concept of a MOOC (corporate MOOC)?
 What benefits can the use of MOOCs bring an organization?
 What challenges are there to the use of MOOCs at an
organization?
 What ideas do you have about how you could use MOOCs at
your organization?
 Please include images and/or videos in your presentation as
well as your sources.

56. 105 emp
350+
Partners
43,900+
Community
members
15,000+
Customers in
130 countries
• Content management software, #1 in media industry
• 105 employees in 9 countries (US, Europe & Asia)
• 250,000 sites in 170 countries
• Customers: UN, FT, WSJ, Vogue, Hitachi, 3M, BMW
http://academia.edu/2846771/Are_we_in_this_together_Exploring_private-collective_knowledge_communities

57. Groupwork - #4 eZ Systems
In your group, prepare a maximum 8 minute
presentation
 What is eZ Systems (http://ez.no/)?
 What is the eZ Publish Community (http://share.ez.no/)?
 What benefits does the eZ Publish Community bring eZ?
 How does eZ manage the eZ Publish Community?
 How are social media used by the eZ Publish Community?
 What challenges are there to managing the eZ Publish
Community? How do these challenges differ from the
challenges of managing eZ’s employees?
 What ideas do you have from eZ and eZ Publish Community
that you could use at your organization?
 Please include images and/or videos in your presentation as
well as your sources.

58. Questions for you
to consider:
How connected
are you?
How connected is
your business?
Where are the
opportunities?
https://www.flickr.com/photos/fredcavazza/14205519686/

59. Where have the traditional sources of
sustainable competitive advantage been?
#1
Innovation
Networks of
relationships
Brand &
Reputation
FIRM
Kaye 1993

60. #1
Innovation
Networks of
relationships
Brand &
Reputation
FIRM
T
Where are tomorrow’s sources of
sustainable competitive advantage?
Teigland 2010

61. 105 emp
350+
Partners
43,900+
Community
members
15,000+
Customers in
130 countries
• Content management software, #1 in media industry
• 105 employees in 9 countries (US, Europe & Asia)
• 250,000 sites in 170 countries
• Customers: UN, FT, WSJ, Vogue, Hitachi, 3M, BMW
http://academia.edu/2846771/Are_we_in_this_together_Exploring_private-collective_knowledge_communities

62. eZ’s platform for building identity and
competence throughout its ecosystem
eZ Software
development team

63. 5/21/20
Driven by both parties sharing
experiences and co-creating
value of network
Private-collective Community

64. But how to balance needs of community with
needs of firm in a value co-creation model?
Teigland et al 2013
Research in
progress

65. The last generation to “attend” college?
http://features.csmonitor.com/innovation/2009/10/15/the-future-of-college-may-be-virtual/
Linnaeus University

66. Access to 24x7 global workforce
Matchmakers: USD 1bln industry

67. Increasing supply of freelance talent globally
https://www.elance.com/trends/talent-available
Global Online
Employment Report
Q2 2012 at Elance

68. Increasing pace of change
 From 1920s to 2010s
− Average S&P 500 company lifespan from 67 years to 15
years
 From 2000 to 2010
− 40% of Fortune 500 companies replaced
 Predictions
− In next few years, 70% of Fortune 1000 companies
replaced
− By 2020, >75% of S&P 500 companies we do not know
today
− By 2025, >45% of Fortune 500 from emerging markets
Fast Company, McKinsey & Inc

69. The maker movement in Africa
iHub – Kenya
House4Hack – RSA
Woelab – Togo

70. “Made in Africa” 3D printer (Togo)
crowdfunded through Ulele
Winner of International
Space Apps Challenge
http://www.engineering.com/3DPrinting/3DPrintingArticles/ArticleID/5712/E-Waste-3D-Printer-to-Mars.aspx

71. Open Source + 3d Printing + ICT
http://mashable.com/2013/02/13/robohand/
$60,000
$150

72. The Firm
The Collectivevs
E.g., Microsoft
~ Built by employees within
organizational boundaries
E.g., OpenSimulator
~ Built by users and distributed
freely regardless of affiliation
Models of Knowledge Creation
Teigland, Di Gangi, & Yetis 2012

73. Moving into the Third Industrial Revolution?
O’Driscoll 2009

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

75. 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

76. What are Virtual Worlds?
http://www.youtube.com/watch?v=Quh2OiPHkm8
Platforms for unleashing creativity
and revolutionizing value creation

77. Learning virtual
teaming skills
http://www.youtube.com/watch?v=uQa6vyG8Dkg
Leadership training

78. OpenSimulator: A value-creation ecosystem
Academic
Entrepreneur
Hobbyist
Large Firm
Non-profit
Local Public
Federal Public
Research Inst
SME Employee
Periphery
Teigland, Di Gangi, & Yetis 2012
USD 5.5mln in
development costs

79. Exploring the link between
VWs and 3D printing
http://www.minecraftprint.com/

80. From the mobility of goods
to the mobility of financial capital to …
Teigland, JVWR, 2010
...the “mobility” of labor?

81. Just published – by Palgrave Macmillan
http://www.amazon.com/dp/1137283017

82. People
• “Net generation”
• 24x7 “mobile” workforce
• Social entrepreneurship
Technology
• Broadband access
• Mobile hardware
• ICTs
• 3D printing
• Robotics
Open Source
• Software
• Hardware
• Physibles
Convergence of…..
Finance
• Microlending/microfinance
• Crowdfunding/equity
• Digital, non-fiat currencies

83. Leadership moving forward……
Hierarchy
Linear, static, process-
based organization
Heterarchy
Dynamic, integrated
collaboration networks
Adapted from Hedlund 1994

84. What should you think about?
How to let go?
How to leverage the power of networks to
create value inside and outside the
boundaries of the firm?
How to create a sustainable ecosystem?

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

86. Karinda Rhode
aka 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…