Today was a big day for me; the day I had my first session as LSE tutor.
It was the first out of 13 sessions about "How Social Media Can drive modern Business Development". The audience was 36 people, young, ambitious, hungry, aggressive young people ready to take from, to kill me with their questions and of course to act and interact with me.
To get and gain knowledge is a really alive game, role game for me; to drive a class is such a huge challenge, like driving a air carrier through a coral zone; no damages are allowed, no misleads, no mistakes.
The route is demanding, the crew is the best but only in best confident hands.
The first lesson was about Social Media and our senses, about the anatomy of an Organization in our 2.0 times.
A modern organization nowadays can be easily compared to a body where:
Skeleton
In order for an organization to function, it needs a skeleton consisting of automated real-time processes. Operative technologies are designed to run certain tasks or parts of business processes to remove friction from organizational functions. The results can be seen in systems like shared calendars, ERPs, bug repositories, CRMs and other operative systems designed for managing certain business processes.
Senses
Nowadays an organization needs to work outside-in rather than inside-out to align the business with markets. You need a way to sense what’s going on outside of your immediate vicinity. As an organization your ability to turn information and weak signals into actionable knowledge is directly proportional to the ability of your employees to make sense what’s going on.
Various tools provide a place for reflection in and on action. You need some kind of tools to draw ideas into your organization from the fringes.
Tools like blogs, microblogs, presence tools, social bookmarking etc. provide new ways to create meaningful stories that are relevant to your organization.
Nervous system
Now that you have something to sense about, you also need to get the signals flowing inside your organization. You need digital tools that connect various resources, services and information together and enable personalization on individual basis. RSS feeds, various search functions and interfaces like APIs provide means for turning on the nervous system of your organization. Each department, individual, project etc. needs to have some access point for others to tap into.
Brain
Now that you have a fully functioning network signaling ideas from the trenches, you need a way to sort out the meaningful stuff, remix various resources and crystallize new ideas. Tools like wikis, tagging, data mining, qualitative analysis etc. provide a rich collective breeding ground for a fully working organizational brain.
It should be based on an associative network structure, rather than a hierarchical tree structure. Just like the human brain, your organization has information that is evolving all the time. Ideas are connecting and blending with new information, the network structure gets denser in certain parts over time and weakens in others.
Your organizational memory is the primary place for synthesizing reflections.
Blood system
A fully working body is useless without a life force.
That’s why you need to get the blood flowing and making sure that your organization is not getting any heart attacks or blood clots. This is obviously based on human interaction and making sure that the conversation is flowing all the time in various different ways. You can optimize the interaction flow by utilizing social networking tools and real-time communications.
This includes semi-syn chronic (e.g. chat) and syn chronic communication tools (e.g. instant messaging and virtual conferencing).
You can use social network analysis tools to discover and fix architectural problems in your human network.
Muscles
One thing that was left out is muscles. Muscles in an organization is money. Small companies may have small muscles and be very agile and fast moving.
Large enterprises have huge muscles but are slow and cumbersome. Another analogy that works here could be fuel for the body, like food or water.
Showing posts with label Social Media. Show all posts
Showing posts with label Social Media. Show all posts
Wednesday, February 11, 2009
Saturday, December 20, 2008
Social Media in my Life....
Living with New Media and being part of Social Media I can only say that I am so impressed by the way that influences my life; our lives. As I have read somewhere we are in times where internet is like TV in our day and twitter and other Social Media are the internet. What a change, there is internet where we can find everything and of course watch things and there are social media and new media make us feel again wired, connected and plugged to very raw sources of information.
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Monday, December 15, 2008
Social Media Predictions For 2009
Community and collaboration are wonderful things.
Fourteen great minds on social media have shared thoughts on what 2009 may have in store for us. Here's some of what they're thinking:
* "Although it is now cheaper to launch an initiative leveraging Web 2.0 technology - it requires qualified and passionate people to make them successful." - David Armano
* "You may not always start the year as a leader, but you can certainly finish it that way." - Rohit Bhargava
* "Intimacy touches emotion; emotion powers conversation." - Pete Blackshaw
* "Doors are going to close all over the social web. Why? Because the money didn't come the way people thought it would." - Chris Brogan
* "The tipping point has not only *not* been reached, but could still tilt *away* from Social Media." - Todd Defren
* "There's a lot of fixing that needs to be done." - Jason Falls
* "Dwindling budgets suddenly make low-cost social media look like the pretty girl at the ball." - Ann Handley
* "We're going to develop a set of better metrics to help guide, direct and validate 'commitment'." - Joseph Jaffe
* "The movement is rooted in a desire to have quality, not quantity, as people cocoon in the face of the economic crisis." - Charlene Li
* "After a pre-qualifying wrestling match..." - Ben McConnell
* "These will be cumulative events and interactions that will build brand loyalty for the companies that pay attention to them." - Scott Monty
* "The recession will force revenue results out of social technologies." - Jeremiah Owyang
* "Companies that focus on earning love will thrive during hard times, and kick ass when good times return." - Andy Sernovitz
* "Suddenly, being Facebook friends with your mom will seem less ridiculous than following 4,000 strangers on Twitter." - Greg Verdino
Everyone's thoughts have been assembled in this PDF. You can also read the document in-line below.
Fourteen great minds on social media have shared thoughts on what 2009 may have in store for us. Here's some of what they're thinking:
* "Although it is now cheaper to launch an initiative leveraging Web 2.0 technology - it requires qualified and passionate people to make them successful." - David Armano
* "You may not always start the year as a leader, but you can certainly finish it that way." - Rohit Bhargava
* "Intimacy touches emotion; emotion powers conversation." - Pete Blackshaw
* "Doors are going to close all over the social web. Why? Because the money didn't come the way people thought it would." - Chris Brogan
* "The tipping point has not only *not* been reached, but could still tilt *away* from Social Media." - Todd Defren
* "There's a lot of fixing that needs to be done." - Jason Falls
* "Dwindling budgets suddenly make low-cost social media look like the pretty girl at the ball." - Ann Handley
* "We're going to develop a set of better metrics to help guide, direct and validate 'commitment'." - Joseph Jaffe
* "The movement is rooted in a desire to have quality, not quantity, as people cocoon in the face of the economic crisis." - Charlene Li
* "After a pre-qualifying wrestling match..." - Ben McConnell
* "These will be cumulative events and interactions that will build brand loyalty for the companies that pay attention to them." - Scott Monty
* "The recession will force revenue results out of social technologies." - Jeremiah Owyang
* "Companies that focus on earning love will thrive during hard times, and kick ass when good times return." - Andy Sernovitz
* "Suddenly, being Facebook friends with your mom will seem less ridiculous than following 4,000 strangers on Twitter." - Greg Verdino
Everyone's thoughts have been assembled in this PDF. You can also read the document in-line below.
how eveyrthing gets wired...
World of mouth, talks, rumors, socializing, networking, communities, on the go, on demand, spreading news, get connected, wired, feeding with news, information, new media, social media....
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Brands have to change the way the get Advertised through Social Media
Social Network Advertising is a Waste of Time…” from left the box.
I was impressed by reading that. The last months the only thing you can read around and about is how impressive is to use Social Networks for Advertising Brands.
The old model of int eruptive advertising will not work well on a platform based on communication.
Not only that it becomes from many examples more and more obvious that we can't use new things inspired by old models and approaches.
But it's not the ad network inside Facebook that is at fault but how it is being used... Randall Stross takes his own look at brands on Facebook in the NY Times. He questions the meager examples offered up by P&G and the somewhat empty experience of becoming a "fan" or "friend" of many brands. The Crest Whitestrips fan page dwindled from 14,000 back down to 10,000 following the wake of a promotion.
Randall wonders if the effort of endless promotions to keep that number up may be prohibitive. Actually, it looks like Whitestrips has a weekly drawing or free product. While not the most inventive promotion, I can actually imagine that being useful to people. He questions the promise of "social advertising" and the latest shiny object from the Facebook ad sales team, "engagement ads." A micro targeting test revealed a single person who perfectly fit that profile. Brands are struggling (when experimentation gets "hard" it feels like a struggle) with how to make use of Facebook and other social networks. Some go the advertising route. Some create fan or group pages without much strategy beyond acquisition of fans or friends. Even Victoria's Secret which has "acquired" some 790K fans on it's Pink Facebook pages, has not demonstrated the ability to do anything with that list yet. Why not create a contest around my brand idea? Because it is not something people care about. This is also one of those cases where the real action was happening on the brand domain contest site.
Facebook was merely an "acquisition window" for contestants. At least Victoria's Secret is delivering content right into their Facebook page.
Wrong Conclusion
Brands can spend a fortune creating "genuinely entertaining commercials." Wrong.
Brands have a third path. They can shift gears from being the entertainment between the real entertainment to being of-use to people. To truly earn their attention and engagement, brands must provide customers something of value via their marketing efforts. An application that helps them save money or be more productive. Content that helps them do something more than just buy more product. An experience with the product. Or an invitation for customers to contribute what is important to them - content, product ideas, feedback, communications, messages make things and approaches better, more interesting.
There is so much more that brands can do to deliver value beyond the next generation of hyped-up advertising. Brands have to use their imagination in order to get the best out of Social Media and not use old tricks to new areas. What is necessary is complete new approach about how brands can use New Media and Social Media in order to get advertised. Social Media isn't the trend you have to use it, you are obligated to use it. Social Media is a brand new world where only new tricks, ways, approaches will make it interesting to people, to audience to final consumers. At the end they are the most important
/ga
I was impressed by reading that. The last months the only thing you can read around and about is how impressive is to use Social Networks for Advertising Brands.
The old model of int eruptive advertising will not work well on a platform based on communication.
Not only that it becomes from many examples more and more obvious that we can't use new things inspired by old models and approaches.
But it's not the ad network inside Facebook that is at fault but how it is being used... Randall Stross takes his own look at brands on Facebook in the NY Times. He questions the meager examples offered up by P&G and the somewhat empty experience of becoming a "fan" or "friend" of many brands. The Crest Whitestrips fan page dwindled from 14,000 back down to 10,000 following the wake of a promotion.
Randall wonders if the effort of endless promotions to keep that number up may be prohibitive. Actually, it looks like Whitestrips has a weekly drawing or free product. While not the most inventive promotion, I can actually imagine that being useful to people. He questions the promise of "social advertising" and the latest shiny object from the Facebook ad sales team, "engagement ads." A micro targeting test revealed a single person who perfectly fit that profile. Brands are struggling (when experimentation gets "hard" it feels like a struggle) with how to make use of Facebook and other social networks. Some go the advertising route. Some create fan or group pages without much strategy beyond acquisition of fans or friends. Even Victoria's Secret which has "acquired" some 790K fans on it's Pink Facebook pages, has not demonstrated the ability to do anything with that list yet. Why not create a contest around my brand idea? Because it is not something people care about. This is also one of those cases where the real action was happening on the brand domain contest site.
Facebook was merely an "acquisition window" for contestants. At least Victoria's Secret is delivering content right into their Facebook page.
Wrong Conclusion
Brands can spend a fortune creating "genuinely entertaining commercials." Wrong.
Brands have a third path. They can shift gears from being the entertainment between the real entertainment to being of-use to people. To truly earn their attention and engagement, brands must provide customers something of value via their marketing efforts. An application that helps them save money or be more productive. Content that helps them do something more than just buy more product. An experience with the product. Or an invitation for customers to contribute what is important to them - content, product ideas, feedback, communications, messages make things and approaches better, more interesting.
There is so much more that brands can do to deliver value beyond the next generation of hyped-up advertising. Brands have to use their imagination in order to get the best out of Social Media and not use old tricks to new areas. What is necessary is complete new approach about how brands can use New Media and Social Media in order to get advertised. Social Media isn't the trend you have to use it, you are obligated to use it. Social Media is a brand new world where only new tricks, ways, approaches will make it interesting to people, to audience to final consumers. At the end they are the most important
/ga
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