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SagologyJohn P. Girard, [email protected]
Social Media: Are You Ready for the Future?
www.sagology.com
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@JohnGirard JohnGirard
For a copy of the slides:
Please contact me:
My Story … My Perspective
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
2
Sagology
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About Sagology
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Sagology is dedicated to connecting people with people to facilitate collaboration, learning, and knowledge sharing through keynotes, workshops, and consulting.
sagology [sāj-ol-uh-jee]
-noun
1. the study of organizational wisdom in all its forms, esp. with reference to technology, leadership, culture, process, and measurement
2. the study of one venerated for experience, judgment, and wisdom.
Origin:
2008; Canadian English, from Middle English sage + -ology.
Sage [Middle English, from Old French, from Vulgar Latin *sapius, from Latin sapere, to be wise; see sep- in Indo-European roots.]-ology [Middle English -logie, from Old French, from Latin -logia, from Greek -logiā (from logos, word, speech; see leg- in Indo-
European roots) and from -logos, one who deals with (from legein, to speak; see leg- in Indo-European roots).]
Sagology
Five Themes
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
4
Know Your Environment
Understand the Groundswell
Consider Crowdsourcing
People Know Best
Listen, Learn, Lead
5
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Are You Ready for the Future?
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Social Media StrategiesSimple Ideas that work inComplex Environments
Complex: a group of obviously related units of which the degree and nature of the relationship is imperfectly known
Knowledge – Nothing New?
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Knowledge Management is the
creation, transfer, and exchange of
organizational knowledge to achieve
a [competitive] advantage.
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What Advantage?
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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History of KM
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Michael Polanyi
1950s
Aristotle
c. 350 BC
Classification
of
Knowledge
Aristotle
1990s
Carla O’DellSir Francis Bacon
17th Century 2000s
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What is knowledge?
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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knowledge is "defined broadly
to include information, data,
communication and culture"
(p. 293)
Knowledge
Data
Information
Knowledge:
Concepts, experience, and
insight that provide a framework
for creating, evaluating and
using information (p. 373).
The Cognitive Hierarchy
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Knowledge
Information
Data
Ackoff’s ApexWisdom
Understanding
Knowledge
Wisdom:
The collective and individual
experiences of applying
knowledge to the solution of
problems (p. 373).
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The One Thing. . .
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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. . . finding the one thing . . . but more on that later . . .
Types of Knowledge
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Michael Polanyi
Easier to
replicate
Leads to
competency
Harder to articulate
Harder to transfer
Harder to steal
Higher competitive
advantage
Contributes to
efficiency
Easier to document and
share
20%
80%
Explicit
Tacit Carla O’Dell
O’Dell, C. (2002, May). Knowledge Management New Generation.
Presented at the APQC’s 7th Knowledge Conference, Washington, DC.
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Exchange and Transfer of Knowledge
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Soci
aliz
ation Externaliza
tion
Internaliz
atio
n Com
bination
TACIT
EX
PL
ICIT
EXPLICIT
TA
CIT
LeadershipMeasurement
Process
Tech
no
log
y Cu
lture
Creation and Transfer of Knowledge
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Soci
aliz
ation Externaliza
tion
Internaliz
atio
n Com
bination
TACIT
EX
PL
ICIT
EXPLICIT
TA
CIT
Combination
•Formal Education (MBA)
•Policies
•Data miningTeradata, 1991
Wal-Mart, 2004
Internalization
•Learning by doing
•Experience
•Values/Ethos
TYLENOL® crises of 1982 and 1986
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Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
J&J Credo 15
www.jnj.com/our_company/our_credo/
Our Credo (Johnson & Johnson)
We believe our first responsibility is to the doctors, nurses and patients,
to mothers and fathers and all others who use our products and services.
In meeting their needs everything we do must be of high quality.
We must constantly strive to reduce our costs
in order to maintain reasonable prices.
Customers' orders must be serviced promptly and accurately.
Our suppliers and distributors must have an opportunity
to make a fair profit.
We are responsible to our employees,
the men and women who work with us throughout the world.
Everyone must be considered as an individual.
We must respect their dignity and recognize their merit.
They must have a sense of security in their jobs.
Compensation must be fair and adequate,
and working conditions clean, orderly and safe.
We must be mindful of ways to help our employees fulfill
their family responsibilities.
Employees must feel free to make suggestions and complaints.
http://www.jnj.com/our_company/our_credo/
There must be equal opportunity for employment, development
and advancement for those qualified.
We must provide competent management,
and their actions must be just and ethical.
We are responsible to the communities in which we live and work
and to the world community as well.
We must be good citizens – support good works and charities
and bear our fair share of taxes.
We must encourage civic improvements and better health and education.
We must maintain in good order
the property we are privileged to use,
protecting the environment and natural resources.
Our final responsibility is to our stockholders.
Business must make a sound profit.
We must experiment with new ideas.
Research must be carried on, innovative programs developed
and mistakes paid for.
New equipment must be purchased, new facilities provided
and new products launched.
Reserves must be created to provide for adverse times.
When we operate according to these principles,
the stockholders should realize a fair return.
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Creation and Transfer of Knowledge
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Soci
aliz
ation Externaliza
tion
Internaliz
atio
n Com
bination
TACIT
EX
PL
ICIT
EXPLICIT
TA
CIT
Combination
•Formal Education (MBA)
•Policies
•Data miningTeradata, 1991
Wal-Mart, 2004
Internalization
•Learning by doing
•Experience
•Values/Ethos
TYLENOL® crises of 1982 and 1986
Externalization
•After action review
•Lessons learned
•Metaphor
Socialization
•Social spaces (Ba)
•Master/apprentice
•Storytelling
Need to Know vs Need to Share
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The impact of not . . . sharing
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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According to Computer Associates . . .
http://www.youtube.com/watch?v=lH39xjXaLW8
The Real Reason
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Including Ray Downey, Special Operations Command lost 95 men that day –
totaling 1,600 years of experience. (emphasis added)
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Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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The difference . . . Data to Knowledge
October 27, 1917
Q1 - What time is it?
Q2 – Where are these people?
Q3 – Why is the boy smiling?
The Knowledge Edge
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Knowledge
Information
Data
Wisdom
Understanding
Knowledge
―With 3,600 stores in the United States and
roughly 100 million customers walking
through the doors each week, Wal-Mart has
access to information about a broad slice of
America . . . The data are gathered item by
item at the checkout aisle, then recorded,
mapped and updated by store, by state, by
region . . . By its own account Wal-Mart has
460 terabytes of data.‖ ( 750,000 CDs 1 terabyte ~ 1,000,000 MB)
14 November 2004
Hurricane
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A Leaders view of knowledge . . .
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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―. . . there are known knowns; there are things we know that we know. There are known
unknowns; that is to say there are things that we now know we don’t know. But there are also
unknown unknowns — there are things that we do not know we don't know.‖
Runner Up
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"I think that gay marriage is something that should be between a man and a woman."
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Knowns and Unknowns
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Unknown
Knowns
Unknown
Unknowns
Known
Knowns
Known
Unknowns
Wal-Mart
Comp Intell
IQ
Unknown unknowns
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Somewhere on the West Coast
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The Crasher Squirrel
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Understand the Groundswell
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”
groundswell.forrester.com
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The Social Technographics™ Ladder
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Inactives neither create nor consume social content of any kind
Spectators consume social content including blogs, user-generated video, podcasts, forums, or reviews
Joiners connect in social networks like MySpace and Facebook
Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com
Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.
Creators make social content go. They write blogs or upload video, music, or text.
Creators
Critics
Collectors
Joiners
Spectators
Inactives
The Social Technographics™ Ladder
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Creators
Critics
Collectors
Joiners
Spectators
Inactives
US 55+12%
28%
12%
26%
64%
30%
US 18-2446%
50%
38%
85%
89%
3%
US 35-4423%
34%
20%
54%
73%
17%
200924%
37%
21%
51%
73%
18%
200718%
25%
12%
25%
48%
44%
US Adults
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An African Villa Story
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Global Top Internet Sites (Reach)
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1. Google 43%
2. Facebook 33%
3. Yahoo! 27%
4. YouTube 23%
5. Live 16%
6. Wikipedia 13%
7. Blogger 12%
8. MSN 11%
9. Baidu.com 9%
10. Twitter 7%
http://www.alexa.com/topsites/
1. Google
2. Facebook
3. Yahoo!
4. YouTube
5. Wikipedia
6. Craigslist
7. Blogger
8. eBay
9. Twitter
10. AmazonMySpace 20 25 April 2010
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Social Media Action Plan
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Lead
Listen
Learn
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Why Matters
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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> 400M active users
> 150M login daily
35+ fasterstgrowth
demographic
130 friends is average
2B pieces of “stuff” shared
each week
3M events created each
month
45M active user groups
70% of users outside USA
Marketing @ Facebook
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Million+ Fans
1. Coca-Cola
2. Starbucks
3. Disney
4. Victoria's Secret
5. iTunes
6. Vitaminwater
7. YouTube
8. Chick-fil-A
9. Red Bull
10. T.G.I. Friday’shttp://www.thebigmoney.com/slideshow/big-money-facebook-50-0
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Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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According to Facebook
25,300 Facebook users live within 50 miles of Minot, ND (age 18 and older)
30,000 Facebook users live with 50 miles of Fargo, ND who graduated from college
212,000 Facebook users live in ND (age 18 and older)
365,400 Facebook users live in Manitoba (age 18 and older)
297,540 Facebook users live in Saskatchewan (age 18 and older)
Personal or Organizational
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Wikipedia is driven by a global community of more than 150,000 volunteers—all dedicated to sharing knowledge freely. Over almost eight years, these volunteers have contributed more than 11 million articles in 265 languages. More than 275 million people come to our website every month to access information, free of charge and free of advertising.
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Convergence
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Consider Crowdsourcing
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Crowdsourcing is the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.
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Crowdsourcing
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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http://www.youtube.com/watch?v=TCM7w11Ultk
The Generation Game
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Digital Native or Digital Immigrant?
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Community Engagement – Generation V
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http://www.gartner.com/it/page.jsp?id=545108
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Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Are You Ready?
http://socialnomics.net/
Storytelling by Steve Denning
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Purpose of Story
Sparking action
Communicating who you are
Transmitting values
Fostering collaboration
Taming the grapevine
Sharing knowledge
Leading people into the future
www.stevedenning.com/SIN-136-HBR-publishes-Telling-Tales.html
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Storytelling: Commander-in-Chief
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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2006
Golden
Globe
Awards
Think before you post . . .
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The one thing . . .
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
49
Five Themes
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
50
Know Your Environment
Understand the Groundswell
Consider Crowdsourcing
People Know Best
Listen, Learn, Lead
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Five Things for Tomorrow
Are You Ready for the Future? © 2010 John P. Girard, Ph.D. ([email protected] )
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Google
Facebook
YouTube
Blog
Wikipedia
SagologyJohn P. Girard, [email protected]
Social Media: Are You Ready for the Future?
www.sagology.com
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@JohnGirard JohnGirard