impact of social media in our ways of working
DESCRIPTION
This conference wants to focus on the way it is impacting our ways of working, on which ways does it make us more productive and collaborative, does it helps us to innovate? Should the workplace use be controlled by the employers? Where and how can we use it?Ponente: Carlos Lozano EhlersEvento relacionadohttp://www.eoi.es/portal/guest/evento/1457/clase-abierta-del-global-mba-impact-of-social-media-in-our-ways-of-workingTRANSCRIPT
SOCIAL MEDIA & NEW WAYS OF WORKINGNEW WAYS OF WORKINGMadrid, 2nd March 2011EOI Business SchoolGlobal MBAG oba
Carlos [email protected]@eoi.es
bicg comwww.bicg.comwww.eoi.es
AGENDA
WHAT IS NWW & SM
SOME USES OF SM IN THE WAY WE WORK
CHALLENGES
OBSERVATIONS AND THOUGHTS
DISCUSSION
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WHAT IS NWW & SM: THE FUTURE OF WORK
Globalization & UrbanismOffice(-home)
f th f tGlobalization & Well-being
Urbanism& Mega-cities
F t
of the future
Demographic change
Energy & Environment
Future
Working world
Technology Technological trends
Economy inMobility
& LogisticsGlobal network & Digital world
Economy in the global knowledge
society
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WHAT IS NWW & SM: FUTURE WORKSPACES
Megatendencies / Principal themes Office-/Working world Home-office
Implications for…
Globalization & Well-being
Internationality / DiversityIncrease in security needsMovement / ergonomic aspectsDifferentiated furniture
Offerings of balanced nutrition & sportOffering & provision of services
Corporate diversity Offerings according to sex and ageDemographic change
Corporate diversity Offerings according to sex and ageBuilding with provision of multiple interconnected services.
Mobility & LogisticsTelepresence offerHome Office / Satellite office as
Location as strategic factorTelepresence offerMobility & Logistics
complementary offerp
Urbanism & Mega-citiesEfficient surface area use in buildingsHigh infrastructure requirements High energy demand
Energy & Environment Ecological technologiesEcological behaviours
Ecological buildingsEcological FM
Global economy BrainspacesKnowledge / global access to data Principle of interconnection (technology
BrainspacesKnowledge / access to data from any location& Digital world Principle of interconnection (technology,
social)Security & data protection
locationInterconnection as a principleElevated security needs
WorkspaceZonification (offer of value-added modules & possibility of variation)Sensation of well being & health
Multi-funtionFlexible spaces & buildingsPerceptibility & TransparencyWorkspace Sensation of well-being & health
Communication & exchange qualityPerceptibility & Transparency
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WHAT IS NWW & SM: INTRODUCTION
“New Ways of Working” encapsulate all those activitiesthat influence how, where and when we work.
f“Work in a fixed place for a determined
time!”
“Work where and when you want!”
• Interdisciplinary networks
• Flexible teams
• Strict hierarchy• Closed departments• Time/ task
• Project work• Intensive use of TICs• Manage by objectives• Greater autonomy
orientation• Taylorist control• Lack of trust
• Greater autonomy• Work-life balance
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WHAT IS NWW: AN INTEGRATED APPROACH
An integrated approach to “New Ways ofWorking” implies the coordination ofdisciplines which are normally leftdisciplines which are normally leftunconnected. Such disciplines include:• Work organization• Information and communication • Design from inside-out
I ti ttechnologies
• Work spacesAll of this fits under the umbrella of
• Innovative space concept• Value-added services• Smart buildings• Flexible concepts
corporate culture.
New Ways of Working can be implemented
• Digitization• Connectivity• Automation
• Process improvement• Organizational
structure y g pat any time, however there are certainoccasions which should be taken advantageof:
• Speed• Knowledge
management
structure• Communication • Knowledge transfer• Change management
• Relocation of a building or campus• Period following a merger• Any intense cultural, organizational or
technological change
• Openness• Flexibility• Holistic view• Attraction &
• Teamwork & collaboration
• Employer of choice technological changeAttraction &
retentionchoice
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WHAT IS NWW & SM: THE STATE OF THE INTERNET
WHAT IS NWW & SM: SM
Powerful marketing and communication tool
Professional
Amateur
"a group of Internet-basedapplications that build on theideological and technologicalfoundations of Web 2.0, and,that allow the creation andexchange of user generatedcontent”
KAPLAN AND HAENLIAN. WIKIPEDIA
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WHAT IS NWW & SM? A FEW FACTOIDS ALREADY OLD…
By 2010. Gen Y will outnumber Baby Boomers….96% of Gen Yers have joined a social network, Source: Grunwald Associates National Study, July 2007. http://www trendsspotting com/blog/?p=165 Social Media has overtaken porn as the #1 activity http://www.trendsspotting.com/blog/?p=165 p y
on the Web. Source: Study: Social Networking Sites Overtake Porn As Internet's #1 Search, Reuters, Sep 16, 2008. http://www.reuters.com/article/idUSSP31943720080916
Nielsen, a market research firm, said that American are spending more time on social-networking sites than on e-mail. In October 2009, Americans spent just under six hours p jsurfing social networks, almost three times as much as in the same month in 2007. Source: A special report on social networking, The Economist, Jan 28, 2010.http://www.economist.com/specialreports/displayStory.cfm?story_id=15351002
Eighty percent of companies use LinkedIn as a primary tool to find employees. Source: Jobvite Social Recruitment Survey : Statistics Show Social Media Is Bigger Than You Think, Socialnomics, Augustid=15351002 Than You Think, Socialnomics, August 2009.http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-thanyou-think/According to recent data from Nielsen, Internet
users spent an average of 6 hours, 13 minutes on i l t ki it i th th f M 2010 People are now spending more time on social-social networking sites, in the month of May 2010 p p g
networking sites than on dealing with e-mail.
74% Internet Users reported to visit a SM site during May 2010
Seventy-five percent of millennials have a social networking profile (GenXs: 50%; Boomers: 30%; Silents: 6%). One in five have posted a video of themselves online. Source: Millennials: A Portrait of Generation Next,” a new report from the Pew Research Center for the People & the Press, February, 2010.p , y,http://pewsocialtrends.org/pubs/751/millennials-confident-connected-open-to
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WHAT IS NWW & SM?: WHAT A MESS
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WHAT IS NWW & SM?: TYPES OF SM
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WHAT IS NWW & SM?: TYPES OF SM
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WHAT IS NWW & SM?: THE PARTICIPANTS
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WHAT IS NWW & SM?: THE PARTICIPANTS AND USE BASED UPON AGE
15
AGENDA
WHAT IS NWW & SM & NWW?
SOME USES OF SM IN THE WAY WE WORK
CHALLENGES
OBSERVATIONS AND THOUGHTS
DISCUSSION
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USE OF SOCIAL MEDIA BY ORGANIZATIONS
SOME USES OF SM: USE OF SOCIAL MEDIA BY ORGANIZATIONS
Source:www.elliance.com
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SOME USES OF SM: INTEREST OF SOCIAL MEDIA
FUTUREWhat is the plan for the future?
CHALLENGESShould we encorage or limit it?
USEHow do we use it? How can we use it?
INNOVATIONCan it encourage innovation?
COLLABORATIONHow can we collaborate more effectively?
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SOME USES OF SM: USE OF SOCIAL MEDIA @WORK
Sales & MarketingEmployee Communication
Public Relations Encourage Innovation &Hardware
Employee Communication
Customer ServiceConnect with colleagues
Innovation & CreativityFlickrLinkedin
Cli t d
Customer Service
Discover New Information
colleaguesTwitter
Slideshare
Clients and Brands
Manage Culture/ Org Change
New Hire/ new Student orientation
P lFacebook
Youtube
NetworkChange
Brand Reputation
Strengthen Collaboration
People
EngagementComm.p
Business Continuity/
Co abo at o
Expand Networks yBusiness Response & Locate Skills
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SOME USES OF SM: STRENGHTEN COLLABORATION
Sees collaboration and social networking in the enterprise as the next phase of the internet to increase productivity
Created a Linkedin behind the Firewall
Internal networks with recognition grants, empowering employees at all levels
i /dll /2008/ d 051208b ht l
Cisco Telepresence System 3200newsroom.cisco.com/dlls/2008/prod_051208b.html
Productivity up 4,9%Savings $691MM900% ROI
Highly Specialized Network containing profiles of analysts from various intelligence agencies
900% ROI
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SOME USES OF SM: ENCOURAGE INNOVATION AND CREATIVITY
Ability to meet others, learn from them and work collaborativelySocial Media Network cuts across organizational hierarchiesSM promotes horizontal democratic interactionsSM promotes horizontal, democratic interactions
I-Prize “40% of creativeI-PrizeImagine the next $1BN Business2000 people, 104 countries
40% of creative teams productivity
is directly explained by comms”
Idea Max12000 ideas submitted10% revenue linked to innovation (2008)
MIT Research
InnoCentiveWeb community that outsources research problemsy pand invites contributions from anyone awarding cashprices.
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SOME USES OF SM: EXPAND NETWORKS AND FIND SKILLS
IN HOUSE SOCIAL NETWORKS
TownSquareBlue Shirt Nation
D St t
Private Network
WAY TO IDENTIFY POTENTIAL EMPLOYEES
D Street Small Blue
92% of companies use or plan to recruit via social networks in 201086% Linkedin60% Facebook50% Recruting
Alumni NetworkSpeed, Quality, Cost
50% Recruting
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SOME USES OF SM: IMPROVE PRODUCTIVITY
..........
NET APP LIVEBreak information out of functional silos HAIKU POETRYGo beyond emailEncourage participation
..........Tel Aviv and Boston UniversitiesTel Aviv and Boston Universities
7% More7% More Employees with extensive social networks but
Densest intracompany web and higher betweeness measures
..........7% More Productive7% More Productive
40% Creative Team40% Creative Team Nimble social communications networks
Employees with extensive social networks but…Those with cohesive face to face networks 30% more productive
..........ProductivityProductivityNimble social communications networks
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SOME USES OF SM: SUPPORT CULTURAL CHANGE
Study blogs in mergersUnderstand company issues
SOME USES OF SM: DISCOVER NEW INFORMATION
Be everywhere at the same time
Cost effectiveGive access to hard to capture behaviorsAllows instant movement between behavioral and cognitiveAllows instant movement between behavioral and cognitiveProvides greater intimacy with participantsRelationship can extend over time
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SOME USES OF SM: OTHER USES
CUSTOMER SERVICECUSTOMER SERVICE EMPLOYEE COMMUNICATIONSEMPLOYEE COMMUNICATIONS
NEW HIRE/ NEW STUDENNEW HIRE/ NEW STUDEN..........
NEW HIRE/ NEW STUDEN ORIENTATIONNEW HIRE/ NEW STUDEN ORIENTATION ENGAGEMENTENGAGEMENT
BUSINESS CONTINUITY/ DISASTER RESPONSEBUSINESS CONTINUITY/ DISASTER RESPONSE BRAND REPUTATIONBRAND REPUTATION
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AGENDA
WHAT IS NWW & SM & NWW?
SOME USES OF SM IN THE WAY WE WORK
CHALLENGES
OBSERVATIONS AND THOUGHTS
DISCUSSION
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CHALLENGES: USE OF CONSUMER NETWORKING TOOLS
SM policies tightening: A 2010 survey by Robert Half Technology of 1,400CIOs from companies across the US with 100 or more employees revealed that38% of CIOs are tightening their grip on social media sites.
More strict with respect to personal use 23%More strict with respect to business use 15%More lenient with respect to business use 10%M l i t ith t t l 7%
20% Policies
Where is your
More lenient with respect to personal use 7%No change 55%Don't know/no answer 2%
14%
50% Microblogging
In placefor use your
business14% adopting policies
75% Use i l social
networks
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CHALLENGES: POTENTIAL FOR ABUSE, ADDICTION
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CHALLENGES: POTENTIAL FOR ABUSE, REMORSE
32% of people reported posting something they
regret (RETREVO)
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CHALLENGES: PRODUCTIVITY ISSUES
HOW CAN YOU BALANCE YOUR MEDIA DIET?
SOME STATS,…Nielsen: 5.5 hours a month SM @workNielsen: 6 hours 15 minutes SM USANielsen: 6 hours 15 minutes SM_USANielsen: 6 hours_GLOBAL1/33 build Facebook profile @workInternal SM… graveyards of infog y
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CHALLENGES: PRODUCTIVITY ISSUES: THE HYERARCHY OF DIGITAL DISTRACTIONS
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CHALLENGES: PRODUCTIVITY ISSUES: THE HYERARCHY OF DIGITAL DISTRACTIONS
Productivity sapped: One in every 33 employees has built their entireFacebook profile during work time says Nucleus Research, an IT research andadvisory services firm.
Companies that allow access to Facebook during work hours lose an average of 1.5 percent in total employee productivity. The study was based on Interviews with 237 randomly selected office workers. Source:Research note: Facebook: Measuring the cost to business of social notworking,July 2009. http://nucleusresearch.com/research/notes-and-reports/facebookmeasuring-the-cost-to-business-of-social-notworking/
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CHALLENGES:ROI MEASURES AND CONTROL ISSUES
Difficult to measure ROI84% did not measure ROI for social Media Programs 2009 study by Mzinga
Renegade SitesBlogs and sites created by non
authorized users.study by Mzinga.
AbandonmentFacebook or Twitter
Risky BehaviourEmployees started SM
Non used accounts.p y
with no guidance
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AGENDA
WHAT IS NWW & SM & NWW?
SOME USES OF SM IN THE WAY WE WORK
CHALLENGES
OBSERVATIONS AND THOUGHTS
DISCUSSION
36
OBSERVATIONSOBSERVATIONS
1 NEED FOR 2ITS ALL ABOUT THE USER AND 3
IT REQUIRES PEOPLE TO STIR1 PLANNING 2 THE USER AND
NOT THE TOOL3 PEOPLE TO STIR
THE POT
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OBSERVATIONS AND THOUGHTS: SOME CHOICES YOU NEED TO MAKE
Who I am choosing to be
online?
What I am choosing to do
on the Web
What problems am I Wh t thWhat problems am I choosing to fix with the help of internet
Social Media 2011What are the challenges
Where do we ask for help
Am I choosing to be a brand or a
How I am choosing to use
Choices to MakeAlexandra SamuelHarvardbe a brand or a
person online?choosing to use
boredom?Harvard
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OBSERVATIONS AND THOUGHTS: THE FUTURE
SM integrated in AugmentedOffice(-home)
f th f tSM integrated in applications
Augmented reality
F t
of the future
Applications that integrate all social info
Microblogs driven by interest
Future
Working world
Technology Technological trends
all social info
Search
interest
Phones and
Enterprise SM
Search engines will use your SM
Info
Phones and creativity as
drivers for SM
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OBSERVATIONS AND THOUGHTS: THE FUTURE
RUN WHEN YOU HEAR SM
STRATEGY
RUN WHEN YOU HEAR SM
STRATEGYSTRATEGYSTRATEGY
FOCUS FIRST ON YOUR BUSINESS OBJECTVESFOCUS FIRST ON YOUR BUSINESS OBJECTVES
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THANKS
www.bicg.com
ANNEX
WHAT IS NWW & SM?: THE REAL MEANING OF FACEBOOK
10% of Web Time
48% usage when they wake up28% use from bed
ANOTHER WORLD WIDE WEB
1 IN 13 USES facebook
ADDICTIVE
ONLY CONNECT
SOCIAL ENGAGEMENT
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