Australian CIO Summit 2012: Social Media and the Future by Ross Dawson

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson1

Social Mediaand the Future

FuturistStrategy advisorAuthor

@rossdawson

Source: Nielsen

How we spend our time

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson2

Taking diverging paths

-90%

-70%

-50%

-30%

-10%

10%

30%

1965 1969 1973 1977 1981 1985 1989 1993 1997 2001 2005 2008

US economy: Return on Assets

Top Quartile Bottom Quartile

Source: The Shift Index, Deloitte Center for the Edge

Not keeping pace

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson3

Drivers

Organisations

Timeline

Capabilities

Trends

Drivers

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson4

Central control

Supercomputers in our hands

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson5

Wherever you go

0% 20% 40% 60% 80% 100% 120%

0% 100% 200% 300% 400% 500% 600% 700% 800% 900% 1000%

ChinaRussiaBrazil

GermanyNetherlands

FranceCanada

UKUSA

AustraliaJapanWorld

Source: Morgan Stanley, Informa

Mobile Internet – Penetration and Growth

3G Subscription Growth YoY

3G Penetration

3G Penetration

3G Subscription Growth YoY

Increased expectations

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson6

How organisations really work

Value from social technologies

Source: McKinsey & Co.

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson7

Timeline

Flickr credit: h.koppdelaney

2000

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson8

2001

2002

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson9

2003

2004

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson10

2005

2006

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson11

2007

2008

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson12

2009

2010

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson13

2011

2012

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson14

Flickr credit: uzi yachin

Trends

Visual

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson15

Video

Mobile

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson16

Curation

Reputation

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson17

Interoperability

Flickr credit: INTVGene

Gamification

Flickr credit: nan palmero

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson18

Commerce

Flickr credit: Jo Jakeman

Interfaces

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

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Global / Local

Image credit: NASA

Battle of the platforms

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson20

Organisations

Ad-hoc networks

Standardised processes

The two layers of organisations…

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson21

Embedding social into the organisation

The inside is the outside

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson22

“No matter who you are, most of the smartest people

work for someone else.”Bill Joy, Co-Founder, Sun Microsystems

Flickr credit: Andrew Morrell Photography

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson23

Information across boundaries

Capabilities

Flickr credit: reed_flickr

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson24

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson25

Culture and organisational change

Linking social and CRM

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson26

Managing privacy and customer data

Experimentation and iteration

Flickr credit: Idle Type

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson27

Governance for transformation

Benefits Risks/ Concerns Risks of NOT taking action

Productivity and efficiency

Productivity loss Reduced competitiveness

Staff satisfaction and engagement

Loss of control Harder to attracttalented staff

Access to information and processes

Information reliability Fragmentation of information

Flexibility in work Systems security Unauthorized use of technology

Enabling high-performance organisations

Ross Dawson: Social Media and the FutureMarcus Evans Australian CIO Summit 2012

© 2012 Ross Dawson28

Drivers

Timeline

Trends

Organisations

Capabilities