Social Media and Public Transportation Associations
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Transcript of Social Media and Public Transportation Associations
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Creating value through social media ---------Swedish Public Transportation Association Think Tank
Dr. Robin Teigland, akaKarinda Rhode in SL
Associate ProfessorStockholm School of Economic
www.knowledgenetworking.orgwww.slideshare.net/eteigland
Photo: Lundholm, Metro
April 2010ww.sse.edu
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"...when the rate of change outside an organization is greater than the change
inside, the end is near...."
Jack Welch…
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Did You Know: Shift Happenshttp://www.youtube.com/watch?
v=jpEnFwiqdx8&feature=fvw
How are these trends impacting you and your organization?
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Growth
Time
Information and knowledge
Human absorptive capacity
Human capacity cannot keep up…
Adapted from Cohen & Levinthal 1989
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”No one knows everything, everyone knows something,
all knowledge resides in humanity.”
networks
Adapted from Lévy 1997
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6 degrees of separation Everybody is connected to everybody else by no more than six degrees of separation.
“Small World Phenomenon” by sociologist Stanley Milgram, 1967
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The wisdom of the crowd
ClosedExpensiveComplexAccurate
OpenInexpensive
SimpleClose enough
Hinton 2007
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History tends to repeat itself….Innovation, financial crisis, industrial revolution,
…
Steam engine
Internal combustion
engine
Microelectronics
Late 18th C Late 19th C Late 20th C
Schön 2008
Third industrial revolution?
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A new workforce is appearing…
Prensky 2001, Beck and Wade 2004, Mahaley 2008
“Digital Immigrants”“Digital Natives”
Company loyaltyWork ≠ Personal
Learning=Behind the desk
Professional loyaltyWork = Personal
Learning=Fun and games
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Increasing number of social media
Adapted from FredCavazza.net
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My definition of social media
Internet-based technologies that - enable communication &
collaboration… - through user-generated
content….- from one-to-one to
many-to-many people…- across all boundaries
Teigland 2010
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Organizations span the full range of use but….
Organizational use
Employee use
No use
Ban use
One-way “broadcasting”
Allow use
Encourage use
Two-wayconversations
..the majority are
here
Teigland 2010
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Positive return on social media for INC 500
companies
Barnes & Mattsson 2009
No
Yes88%
12%
If you use social media, has it been successful (hits, comments, leads, sales)?
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$6.5 million as o
f Dec 2009
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Where is value created by the firm?
#1Innovation
Networks of relationships
Brand & Reputation
FIRM
Kay 1993
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#1Innovation
Networks of relationships
Brand & Reputation
FIRM
Where is value created by the firm?
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Building brand/reputation through conversations
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Developing solutions together with the public
http://snappatx.org/ in Austin, Texas
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Using social media to make transit fun
http://www.thetransitwire.com/2010/04/02/lighten-up-using-social-media-make-to-transit-fun/
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Building relationships through interactive games
http://www.youtube.com/watch?v=Ryne05wiQ_c
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Choose the right tool for the right purpose
Houston MetroTwitter: immediate
service issuesFacebook:
corporate communications
Blogs: more detailed general information, such as explaining new route or service
YouTube: education and awareness http://findarticles.com/p/articles/mi_go1566/is_201002/ai_n52375782/?
tag=content;col1
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Swedish Public Transportation Association’s CEO on Twitter
http://twitter.com/charlottews
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Fördubbling on facebook
http://www.facebook.com/home.php#!/pages/Fordubbling/107043219336291?ref=ts
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Empower and trust employees
Policies written by IBM employees based on IBM’s
Business Conduct Guidelines
Apply internally and externally
Available on ibm.com“blogging guidelines”
Adapted from Poole 2008
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Treat social media like any change project
Kotter 1996
2. Form a powerful guiding coalition
1. Establish a sense of urgency
3. Create a vision
8. Anchor new approaches
4. Communicate the vision
5. Empower others to act on the vision
6. Plan for and create short-term wins
7. Consolidate improvements and produce more change
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Monitor what is said
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Here comes the Immersive Internet
O’Driscoll 2009
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Building skills in virtual environments
My CV• Leading a virtual team of 30
individuals from across the globe• Creating and successfully executing strategies under
pressure• Managing cross-cultural conflict
without face-to-face communication
Teigland 2010
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Los Angeles Metropolitan Transportation Authority
in Second Life (a virtual world)
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From the mobility of goods to the mobility of financial capital to …
...the “mobility” of labor?
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Leadership moving forward……
If you love knowledge, set it free…
HierarchyLinear, static, process-
based organization
HeterarchyDynamic, integrated
collaboration networks
Teigland 2010
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Thanks and see you in world!
Karinda Rhode
aka Robin [email protected]
www.knowledgenetworking.org
www.slideshare.net/eteigland
Photo: Lindholm, Metro
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Interested in learning more about Virtual Worlds?