Post on 25-Jan-2015
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Internet Culture and social mediaPresentation | IC ICSM20 Internet Cultures and Social Media
Martin Sønderlev Christensen, PhD Managing Partner Socialsquaremartin@socialsquare.dk Twitter @nowuseit
Managing PartnerConceptual, strategic and creative direction
PhD Social Computing, IT University of CopenhagenExternal Lekcor @ The IT University of Copenhagen
Censor at media- and informations science
Twitter: @nowuseit
Martin Sønderlev Christensen
Socialsquare is a leading social agency adding value to companies by making participation happen.
We do strategies, concepts and social design.We do insight, audits and reviews We also build, educate and execute.
seriously social since 2005
Social media strategiesCommunity buildingCitizen involvementUserled innovationSocial enterprise Social mobile apps
Social design People
ProcessPlatforms
We work with
Today’s message:before social media: Internet culture vs. real world culturenow with social media: Internet = culture
Vague, but exiting!
It’s getting realand it’s getting powerful!
(Image: Reuters)
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http://www.flickr.com/photos/sharky_rol/1213066131/sizes/o/
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BrugereMis-brugereMed-brugereMed-skabereProdusage
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Paradigm Convergens
NETWORK SOCIETY NETWORKED PEOPLE
20. århundrede 21. århundrede TECHNICAL PARADIGM CULTURAL PARADIGM
-> <-
Social
Why is this important to organizations!?
...the world is becoming too fast, too complex and too networked for any company to have all the answers inside.
Yochai Benkler. Yale University from The Wealth of Networks
INTERNAL
EXTERNAL
INTERNAL
EXTERNAL
Social is no longer something you choose!!!
Either you get dragged into it...
... or you choose to jump.
http://www.zootpatrol.com/wp-content/uploads/2010/11/stagedive.jpg
It’s culture, alright. So get cultural.
The indian kitchen is designed for social organizing
Eventually...Everything that can be digital will be digital.
So..If it is digital it can be social!
The price for being social digitally is dropped to zero...That makes a hugh difference
Loooong tail
high
Low
Value
Information
Cost
Loooong tail
High
Low
Value
Information
Cost
cost
Loooong tail
High
low
Value
information
The prize for not being social has become very high
Transparency and openness is no longer something you can choose.
Either you have a strategy, or you become part of someone else strategy
... It might even be unintended.
How want’s to print a FREE encyclopedia?
Institutionalized organizations and business don’t change because they want to, but because they must!!
Social media is often interchanged with general societal change!
Generation Y is getting one day older each day.
production
distribution
consumption
production
distribution
consumption
everywhere
all the time
everybody
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Quality vs. Scalability
Scalability is the new quality
The tools are now better outside the organization, than inside the organization.
That’s really big...
71% agree that it is easier to locate "knowledge" on the web than to find it within their internal systems. AIIM Industry Watch Collaboration and Enterprise 2.0, 2009
Work vs. Co-Work
If you look five years out, every industry is going to be rethought in a social way, You can remake whole industries. That’s the big thing.”
http://www.ft.com/cms/s/2/57933bb8-fcd9-11df-ae2d-00144feab49a.html#ixzz18HJBsEbh
500 Million active users
50% log on each day
35 Million updates everyday
3 Billion photos and videos uploaded each month
3,5 Million events created each month
20 Million people becomes fans of Pages each day
Avarge user has 130 freinds
By volume alone... Facebook is rethinking media, democratizy, empowerment, organizations, business, privacy, identity ... and ... whatever!
Some say it’s making us more stupid.
They say that at lot...
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... we do stupid things!
but not because of social media
social media is an amplifier
offline dating did not go away because of online dating
... it became massive!making dating easier and more effective
social media is not only a media or a technology.moreover it’s a culture on top of a culture... with a powerful platform
Any culture is and will be amplified by the social web
where are we at...
Sharing with afew
niche communities
passion is king
Social objects?
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Criiiiaaaouwd
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Flickrowd
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400.000 registered users
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ikearowd
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Growd
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People build their own culture...What does this mean for business
Expectations are high
see more at http://socialsemantic.eu/
Investments are still low
Knowledge is weak
Sporadic, no planning or responsibility
Run by few people
why is that...?
Corporations tend to focus more on the media prior to the social
social media is seen as communication and marketing primarily
Well...
Just another Channel?
Openness and transperency doesn’t sit well in communication or in marketing department.
Work vs. Communication->Work as Communicaiton
Everyone worksEveryone communicate
The tools communicate for us
Social = productivitynew ways to work, collaborate, innovate, organise etc.
the biggest challenge for 21. century organizations is the organization
this means... we shall not only engage in social media...
...rather we should askwhat can we adapt and learn from the social internet?
The organization on the internet -> The internet into the organizationen
organization
organizing
Good enough is perfect
Simple beats complex
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# @ rt <- wtf?
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SHARE
COLLABORATE
CO-CREATE
CONVERSATION
The social organization must
New forms of work and production
Crowdsourcing som ren forretning
“Deloitte got 1500 taglines inlast 24 hours using Yammer.”
Deloitte leveraged the power of its collective employee base to gather taglines for a campaign and unlock hidden value in its organization.
Deloitte saved time and money by not having to hire an outside advertising firm.Employees felt engaged and built team camaraderie through collaboration.
Different departments discussed similar topics, but surfaced and shared different ideas.
Peter Williams,CEO of DeloitteDigital AU
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We work with thousands of innovators around the world. In fact, more than 50 percent of our product initiatives involve significant collaboration with innovators outside of P&G.
Bruce BrownCTO, Proctor & Gamble
Peer production is about more than sitting down and having a nice conversation... It's about harnessing a new mode of production to take innovation and wealth creation to new levels.
– Eric Schmidt, Google CEO talks crowdsourcing in Don Tapscott’s Wikinomics, 2007
Our customers don’t buy a car – they buy an ownership experience
What does it take...
Be strategical...
Leaders must put social on the agenda. Understand and encourage.
Learn it, love it or live with it!
Social needs to solve a problem or cover existing needs.
Cultural change. Open must be default and sharing should be possible
It have to be bottom-up driven with support from the management
It needs to create value!
Supported by Guidelines, governance and rules of engagement.
It need to be on the budget.
You need to experiment, learn and iterate.
Competences and education
Don’t call it social media!
Call it what it is..!Collaboration, conversation, knowledge sharing etc.
and remember...
Guns don't kill people, people do.
By Thom Shannon
Social media don't makeorganizations social, people do.
socialsquare.dk-> whitepapers
Thanks!Martin Sønderlev Christensen
martin@socialsquare.dk
3119 1769
Twitter @nowuseit