What about?

• Some facts

• Social network and online community

• Why building social networking

• Social Ladder Members type

• Success Factors

• Strategy Fit

• Examples

Some Facts

Michael McKay

is our social media champion

He started the Social Media education

for the Club, the blog and wiki.

Some Facts

• 110 millions (60% of online population) use SNS at least

monthly in the US. (source: Anderson Analytics Survey for Social Network conducted in June 2009).

70% of Canadian online population use Social network.

• U.S. advertisers will spend $1.3 B n 2009 to $3.1 B in

2013 in social media ads. An increase of 238% in 4

years which is about 60% per year. (survey:2008,n=3092)

• The Ontario Public Service in Second Life (http://www.youtube.com/watch?v=xRc8vQncFGo)

The Change

(Source: Socialmedia.com)

Social Media Users

User can be a member of many SNS

unlike many others products and services

Example: Barack2.0

Example: WIND

Complete Innovation Triangle

Innovator/Organization

interaction

Innovation required good

interaction between the

stakeholders

Social Network and Online community

• Has an Organizational Structure

focused around an individual user‟s

one-to-one relation

• Has weak secondary connections

between members

• Allows its users to be members of

many communities in the network at

the same time

• Is good to share activities

• Is less effective at activities requiring

cooperation and collective action

• Makes it easier for users to build

communities

• Has an Organizational Structure

focused around a shared purpose

rather the one-to-one relationships

• Has strong, predictable secondary

relationships among members

• Is distinct from other communities

because of differences in purpose,

policies, and computing environment.

• Is good for activities requiring sharing

and cooperating

• Is effective at providing the

framework for activities requiring

collective action

• Should not be confuses with

“adhocracies”, “discussion groups”,

“forums” or “lists”

Social Network Online Community

(Source: Design to Thrive – Tharon W. Howard)

Why building Social Network?

• Enhancing and sustaining your “intellectual Capital”

• Increasing creativity across-fertilization

• Improving decision-making processes with “epistemic communities”

• Preserving institutional knowledge

• Providing a higher quality interaction with your organization

• Improve retention and loyalty

• Reducing training and support cost

• Identifying customer needs and new product opportunities

• Reducing travel costs and addressing problems “just in time”

• Flattening organization hierarchies

(Source: Design to Thrive – Tharon W. Howard)

Community Members Ladder

• Creator

• Critic

• Collector

• Joiner

• Spectator

• Inactive

(Source: Groundswell– Charlene Li and Josh Bernoff)

Success Factors

• Remuneration

• Influence

• Belonging

• Significance

(Source: Design to Thrive – Tharon W. Howard)

Remuneration

“People need to believe that they will obtain some

positive return on the investment of their time and energy in

order to be attracted to participation in an online community”

Influence

“How do you help individual members feel

they are in control or have influence over their environment

and yet still achieve a balance between meeting the needs of

individual on one hand and protecting the goals of the

community on the other?”

Belonging

“Belonging is a sense of one‟s „Social

presence‟ in a community, it‟s a feeling or awareness of shared

bonds a member has with others in the group”

Significance

“How to make your members feel that

participating in your system is not only remunerated but also

important”

The Diamond-E Framework

Management

Preferences

Organization

Resources

Strategy Environment

Focus the Environment

Analysis

Test the strategic environment fit

Forecast performance

Rank Against Other Proposals

Organization level

Strategy Components

M e d i a

( T e c h n o l o g y) O b j e c t i ve s

• Define People.

• Define your Objectives.

• Define interaction between Peoples

to realise objectives.

• Define the Media and Technology

used by people to realise

objectives.

Community level

CII

Indicators

Control

Interaction • How much control you want

keep/give?

• How your organization will

interact in the system?

• How you motivate “people” to

use your system?

• Define your indicators and

success factors

Control – Interaction - Indicators

Organization/Community level

Barack2.0: Social Media lessons for Business

• Be consistent in your message

• Be specific and concrete in your

examples

• Have a positive message

• Defend yourself

• Use media

• Act quickly

• Connect

• Engage

• Communicate

WIND Change provider/customer relation

WIND creates its base

customers from the errors of

others:

• Long contracts(3 years)

• Extra fees:

activation,911, services...

• Customer loses freedom

- Listen to customers and

create the right service for

them

• Connect

• Engage

• Communicate

• Act

E & I Club Community

www.eiclub.ca/ei-net