cio connect hong kong
DESCRIPTION
A presentation to regional CIOs in Hong Kong on the value of social media in business with a focus on the benefits of its deployment inside the company - "Change comes from within"TRANSCRIPT
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Harnessing Change From Within the OrganisationWhy social media is at its most transformative inside the organisation
Leon Benjamin
A practical guide for CIOs
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Leon Benjamin, January 2010
What’s the story?
> Social media actually works• Landscape, news from the front
> Why change comes from within• Social media is at its most transformative ‘inside’ the company
> Command & control organisation is stifling employee productivity• The implications of the shift to network based, peer-to-peer models of production
> Open Source out-performs command and control• Case studies
• The profound changes in the nature of work> The shift to ‘people on demand’ models of labour
• Variable labour costs> Managing people at a distance
> How IT should adapt• Practical guide
> Building a business case• Structured Visual Thinking• Valuating intangibles – relationship capital/guanxi
• Leadership • Self-organising teams, communities of practice
> Talent management• Finding your ‘SuperConnectors’• Getting ready for Gen Y
> Summary & Discussion
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Leon Benjamin, January 2010
200,000,000 blogs
1.5 million residents
“The workers should
appropriate the means of production”
>100,000,000 videos(65,000/day)
www.ebay.com 21 Nov 200614,463,346 auctions
Almost 4,000,000 articles(10 languages)
300,000,000 profiles
Social Media Works
2009: "Twitter" is the world’s most popular English word
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Leon Benjamin, January 2010
Social Media Works
Lenovo saw 20% reductions in call centre activity as customers go to a community (Social Media) website
Intuit introduced “Live Community” into their Turbo Tax products 2 years ago – Unit sales up +30% each year
Blendtec increased sales by 400% with “Will It Blend” YouTube videos
Dell sold $3,000,000 of computers on Twitter
300,000 businesses have a presence on Facebook
Software company Genius.com reports 24% of social media leads convert to sales
Facebook bragged recently that Farmville, a farming simulation game hosted on their site, is now more popular than Twitter, with over 26 million daily users and in excess of 69 million monthly users to its name
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Leon Benjamin, January 2010
Social Media Works
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Leon Benjamin, January 2010
Mornflake Video Competition
> Make a video about your values
• £15k first prize• 10 week campaign
> Facebook/Uvizz• Innovative use of video
technology> Groups, reward
structure• 52 uVizz video
submissions• 11,000 unique views• 20,000 total views• 30-90sec clips• 5 TV quality commercials
> Value = £250k
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Leon Benjamin, January 2010
The Big Shift – Network Economy
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Leon Benjamin, January 2010
What’s that coming over the hill?
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Leon Benjamin, January 2010
The Big Shift
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Leon Benjamin, January 2010
The Biggest Story of the 21st Century?
> The increasing unsuitability of command and control organisation
• Massive advances in technology• Prosperity to millions
> But at what cost to humanity, equality, society and the environment?
> Network organisation as the model of choice• There is a spectre haunting the world. The spectre of peer-
to-peer> Open source production> Collaborative capitalism *not* managerial capitalism
• The future is about less – doing better with less
> Web 2.0> Is about “architectures of participation”> Hanging out where your customers, suppliers, partners,
future talent are
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Leon Benjamin, January 2010
What do these need to survive?
> Orders> Order > Stability> Continuity> Rules> Fear> Withholding
Information> Measurement> Incentives> Competition
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Leon Benjamin, January 2010
The Cost of Command & Control
> Modern Ways Open India’s Doors to Diabetes• Got the cash but it comes with ‘issues’
> Western diet/lifestyle• 35m type 2 diabetics. 75m by 2030
> Work Rage• France Telecom’s suicide rate
> 21 since Feb 2008• One more last week despite ‘interventions’
• 2.6m people in Britain on incapacity benefits > Over 60% there courtesy of workplace stress
> Inequality• USA 1950, CEO earns on average 40 X lowest paid worker• In 2009, CEO earns on average 4,000 X lowest paid worker
> Frequently as high as 200,000 X • 47m Americans without health insurance• In the UK poverty is almost at pre-war levels
> Climate Change• The economy is a wholly owned subsidiary of the environment
> The Story of Stuff, An Inconvenient Truth, etc, etc
> The West: Signs of cracking?• US infant mortality, UK & US drop to 17th & 19th (out of 19) on preventable deaths• 30m Americans on ‘low food security’
> PWC Lotus Notes Experience• Collaboration at partner level only
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Leon Benjamin, January 2010
The Cost of Command & Control
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Leon Benjamin, January 2010
What do these need to survive?
• Everyone is a leader
• Everyone sensing, responding,
• Transparency• Trust• Peers• Agile• Adaptable• Self-organising
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Leon Benjamin, January 2010
The Value of Peer-to-Peer Production
> Open Source Software• Google, Facebook, Yahoo, Amazon, eBay could not exist without Open Source
technology• Linux & Coase’s Penguin
> Yochai Benkler on The Wealth of Networks
> P2P lending• Grameen bank, Kiva, Zopa...many others
> Prosperity without growth• Steady state economies• Fractional work
> Creative commons• The next BladeRunner film
> Crowdsourcing• Crowdsourcing is solving some of the world's most intractable problems
> “The future of a company depends less on the nature of its issues, and more on its capacity to invent social structures able to solve them”. J FNoubel
• NASA Clickworkers• IBM
> Global Jams> Ideal Lists
• GE, Dell, US Fed
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Leon Benjamin, January 2010
The Value of Peer-to-Peer Production
> Open Source Software• Google, Facebook, Yahoo, Amazon, eBay could not exist without
Open Source technology• Linux & Coase’s Penguin
> Yochai Benkler on The Wealth of Networks
> P2P lending• Grameen bank, Kiva, Zopa...many others
> Prosperity without growth• Steady state economies• Fractional work
> Creative commons• NASA Clickworkers• The next BladeRunner film
> Crowdsourcing• Crowdsourcing is solving some of the world's most intractable
problems> “The future of a company depends less on the nature of its
issues, and more on its capacity to invent social structures able to solve them”. J FNoubel
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Leon Benjamin, January 2010
A Perfect Labour Storm?
> Provenance• Recent US research (cf Prof Alan Binder) estimates 30-40 million ‘high end’ white
collar jobs could be lost within the next generation> On that basis the comparable number in the UK could be as much as eight million
• Estimates of 60 million PhD students in Asia by 2015> In 2007 Indian IT services company receives 4m job applications in one year
• 31% of UK workforce retiring in the next 5 years> In the US one-fifth of the country's large, established companies will lose 40
percent or more of their top level talent in the next five years• Unretirement trends & ‘grey ceilings’
> The impact of the credit crisis on pension values
> In Japan, 30% of the adult work force is made up of temporary workers
• If current government policy prevails only 1 in 2 (yes, one in two) people will be employed in Japan in the year 2050
> Temporary work on the rise• Short-term work contracts have increased as a proportion of total employment;
> From 12.7 to 18.3 percent in the Netherlands, > 8.5 to 14 percent in Italy> 11 to 12.3 percent OECD-wide over the past decade> UK currently 25%
> Fractional Work• An Opportunity. Not a threat.
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Leon Benjamin, January 2010
Sources of Fractional Work
100,000 instant access to 100,000 rated and tested professionals who offer technical, marketing and business expertiseRevenues of $200m pa
7,500 distributed home-based agents fastest-growing company (Deloitte & Touche Fast 500)Summer 2009 announced the creation of 500 posts in NY & 100 in Wyoming(Estimated) that more
than 1 million people in Canada and the US make at least part of their living buying and selling on Ebay
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Leon Benjamin, January 2010
Sources of Fractional Work
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Leon Benjamin, January 2010
Platforms
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Leon Benjamin, January 2010
Where to start?
> Devise a strategy• It’s a journey, not an event
> Find/hire Community Managers• Sole purpose is to achieve the same levels of productivity being
achieved by ‘open source’, peer-to-peer production models• Create and lead networks
> Communities of practice
> Adopt different tools & methodologies• Projects/programmes
> Bioteams> ROWE (Best Buy)> Agile development
• The intranet as a conversation platform> Email is important?
• More private messages sent on social networks than email (as of 2008)
> Read The Cluetrain Manifesto• Published in 2000
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Leon Benjamin, January 2010
Creativity Matters
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Leon Benjamin, January 2010
Change comes from within
In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way
Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves
To speak with a human voice, companies must share the concerns of their communities.But first, they must belong to a community.
Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals cooperating to construct something far more valuable: an intranetworked corporate conversation.
We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal
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Leon Benjamin, January 2010
Strategy Development
• Group Partners• Structured
Visual Thinking
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Leon Benjamin, January 2010
Strategy Development
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Leon Benjamin, January 2010
Room for discussion?
> Objects in the mirror are closer than they appear......