Impact of Social Media in Our Ways of Working

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

2

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

10

WHAT IS NWW & SM?: TYPES OF SM

12

WHAT IS NWW & SM?: TYPES OF SM

13

WHAT IS NWW & SM?: THE PARTICIPANTS

14

WHAT IS NWW & SM?: THE PARTICIPANTS AND USE BASED UPON AGE

15

AGENDA

WHAT IS NWW & SM & NWW?


CHALLENGES


DISCUSSION

16

USE OF SOCIAL MEDIA BY ORGANIZATIONS

SOME USES OF SM: USE OF SOCIAL MEDIA BY ORGANIZATIONS

Source:www.elliance.com

19

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.

23

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

26

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



CHALLENGES


DISCUSSION

28

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

32

CHALLENGES: PRODUCTIVITY ISSUES: THE HYERARCHY OF DIGITAL DISTRACTIONS

33

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



CHALLENGES


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

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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Impact of Social Media in Our Ways of Working

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