The Executive Perspective on Social Business Change

Social Business Symposium

The Executive Perspective
Ian Hardgrove
July 22, 2011

© 3M 2011. All Rights Reserved.


Agenda

What it’s really all about
Change
Irresistible collaboration
Pull or perish?
Pitfalls and perils
To Tweet or not to Tweet?
Questions



What’s it all about?

Facebook – friends and family
LinkedIn – a new job or electronic Rolodex®
Twitter – information
…It’s about Change



About change….

“Many of us, especially those who have
achieved success, tend to believe the
approaches we used in the past will
continue to work in the future We hold
future.
onto assumptions about the path to
success that we developed along the
way…often without bothering to make
them explicit or testing to see if they still
hold true”



Why should I change my formula for success?

“The world is transforming around you.
The truth is, things you did to get there
will no longer work to keep you there.
Some of the changes are highly visible
while others are occurring in the deep
background, barely discernible unless
you know where to look. Factors that
seemed marginal just fifteen years ago
have accelerated with impressive speed
as the digital infrastructure came to
penetrate our d il lives”
t t daily li ”


Change

“In fact things are radically
different from the way
they used to be. We no
llonger live in th
li i the
industrial economy of
the 1950 s or even that
1950’s
of the 1970’s. And the
techniques we used to
q
master those worlds are
no longer effective”



Some evidence….

Change has been substantial
The pace is extremely rapid
Future change may be
unimaginable



Will



It’s a small world after all…but Smart is now too big?



Yes - It’s a smaller world after all….



Share-a-ride instead?



The trade show is dead…long live the tradeshow?



Amazon bigger than Wal-Mart? On track for $100M…
Market Cap $186B Market Cap $77B



Stock Price Changes in the Last 10 Years

Apple: +3,930%
Amazon: +2,120%
CNOOC Ltd.: +1,140%
Green Mountain Coffee: +2,840%
HMS Holdings: +4,670%
g ,
Imax Corp.: +3,390%
Intuitive Surgical: +1,830%
g , %
F5 Networks: +1,170%
Priceline: +1,530%
1,530%



Change

“We need to know what we
must do to adapt to the
changes, not just to survive
but thrive. We need to
make sense of how the
world is changing around
us, getting our bearings,
before we can begin the
journey and make progress”



45 Core Technology Platforms
Ab Bi Pm Sm
Abrasives Biotech Polymer Specialty
Melt Materials
Processing

Ac
A Ce
C Em
E Nt Po
P Su
S
Acoustics Ceramics Electronic Nano- Porous Surface
Materials technology Materials & Modification
Membranes

Ad Dd Fc Mi Nw Pp
p Tt
Adhesives Drug Flexible Microbial Nonwoven Precision Track and
Delivery Converting Detection & Materials Processing Trace
& Packaging Control

Am Di Fe Fs Is Me Mo Op Pr
Process
Vp
Advanced Display Flexible Filtration, Integrated Metal Matrix Molding Opto- Vapor
Materials Electronics Separation, Systems & Composites electronics Design &
g Processing
Purification Design Control

An Do Fi Im Lm Mf Mr Pd Rp We
Analytical Dental & Films Imaging Light Mechanical Micro- Particle & Radiation Accelerated
Orthodontic Mgmt Fasteners replication Dispersion Processing Weathering
Materials Processing

As Ec Fl In Md Pe Se Wo
Application Energy Fluoro- Inspection & Medical Predictive Sensors Wound
Software Components materials Measure- Data Mgmt Engineering Mgmt
ment & Modeling

Successful new product growth builds on uncommon connections



45 Core Technology Platforms…plus some new ones?
Ab Bi Pm Sm
Abrasives Biotech Polymer Specialty
Melt Materials
Processing

Ac
A Ce
C Em
E Nt Po
P Su
S
Acoustics Ceramics Electronic Nano- Porous Surface
Materials technology Materials & Modification
Membranes

Ad Dd Fc Mi Nw Pp
p Tt
Adhesives Drug Flexible Microbial Nonwoven Precision Track and
Delivery Converting Detection & Materials Processing Trace
& Packaging Control

Am Di Fe Fs Is Me Mo Op Pr
Process
Vp
Advanced Display Flexible Filtration, Integrated Metal Matrix Molding Opto- Vapor
Materials Electronics Separation, Systems & Composites electronics Design &
g Processing
Purification Design Control

An Do Fi Im Lm Mf Mr Pd Rp We
Analytical Dental & Films Imaging Light Mechanical Micro- Particle & Radiation Accelerated
Orthodontic Mgmt Fasteners replication Dispersion Processing Weathering
Materials Processing

As Ec Fl In Md Pe Se Wo
Application Energy Fluoro- Inspection & Medical Predictive Sensors Wound
Software Components materials Measure- Data Mgmt Engineering Mgmt
ment & Modeling

Successful new product growth builds on uncommon connections



The future of interactive marketing at 3M….

Innovation is a team sport
True innovation is rarely achieved by an individual, it’s mostly a
small team
Flash Mobs
Fl h M b
Collaborative innovation – random acts of collaboration between
previously unknown people
Future innovation will be like that
Scary….what about the IP….what about control…what about
control….
The future will see lessening controls and the reduced power of
push and iincreased power of pull
h d d f ll


Be pulled or perish?

New collaboration with
end-user Customers, non
aligned industry members
and even competitors will
d tit ill
be the norm….are we
ready for it?
IT systems
Organizational
understanding and
acceptance



Symbol of unpaid collaboration…

10 years old Jan 15, 2011
17m articles in 270 languages
The promise and perils of crowd-sourcing content



The 3M Opportunity

An Ecosystem
of Ideas

World Class Trusted
Innovation Partnership

Collaborative Unparalleled
Culture Quality

Curious Problem Creative Passion
Solvers

Uncommon
Connections



What will we do differently to succeed?

“Small teams of top
talent will outperform
better-funded big
ones
ones”

Steve Jobs
Co-founder of Apple and
pp
Founder of Pixar



Design rendering – landscaping 220 entrance

3m 220 outside view
sam chermayeff
to:
Thomas Heim/US-Corp01/3M/US
Heim/US Corp01/3M/US
J.
06/17/2011 01:34 PM
Cc:
sam chermayeff
h ff
Show Details



Design rendering – Global headquarters – 220 visitor lobby
g g q y



Design rendering - Great hall/conference area -1st floor 220
g g



Design rendering – Employee entrance – 224 lobby



Design rendering – Community plaza “daytime view”



Design rendering – Community plaza “nighttime view”



Website or Wiki Blog?



Pitfalls and Perils….

Most Visible Most Reputable Companies Most Reputable Companies
3M Ranks 3rd 3M Ranks 4th 3M Ranks 4th

Most Admired Companies Top Public Companies
Most Innovative C
M I i Companies
i
3M Ranks 15th 3M Ranks 7th
3M Ranks 3rd

7 time ENERGY STAR® Sustained Among Best Companies
Excellence Award Winner for Leadership
f L d hi



Common Legal Issues – Traps for the Unwary

Copyright Infringement
Privacy Tort Cl i
Pi T t Claims
False Advertising
Defamation
ea a o
Disclosure of Material Connections
Confidential Information
Trademark Infringement
Product Liability
You are What You Post



Privacy Policies….

I see a world of pain coming out of these privacy policies.
Advice to consumers: There is no privacy on the
consumer web; assume everything you post is either public
today
t d or will b t
ill be tomorrow. E j th web, b t b smart
Enjoy the b but be t
when posting private information.
Advice t CIO
Ad i to CIOs and enterprise decision makers: A
d t i d i i k As
always, life is more complicated for the enterprise. Although
Google Plus may become the default public social network
network,
it’s absolutely not a private repository for corporate
intellectual property. Remind employees that Google Plus is
p p y p y g
a general-purpose communication tool to be used only
when privacy and security don’t matter.


Did I mention bandwidth?

From Google+ to Lync to
Facebook, application developers are
rushing to embed video into the social ,
collaborative experience
experience.
Employees exposed to those
applications will come to expect the
same in the
Most corporate networks today simply
are not equipped to deliver enterprise-
g
grade video.



Social media in Indonesia
Eat, pray, tweet
WHAT does the most populous Muslim nation
do in its spare time? Increasingly it swaps
Increasingly,
gossip online. Indonesia is now the world’s
second-largest market for Facebook and the
third largest Twitter
third-largest for Twitter, according to several
web research firms. For industry insiders,
however, the most exciting statistic is not how
many Indonesians use social media, but how
y ,
many still don’t. Of 230m or so Indonesians,
fewer than 20% are connected to the internet.
Foreign firms see untapped p
g pp potential.
Facebook doesn’t even have an office in
Indonesia, yet it has grown like crazy, to 30m
users.

Source: Jan 6th 2011 | JAKARTA | Economist Print Edition


Irresistible Opportunity?

“Spectators neve win -
Spectato s never
Playing in the game is the
first
fi step towardsd
winning
winning”
Lawrie Lawrence
Australian Olympic Swimming Coach
1994



To Tweet or Not to Tweet…That is the question



3M Connections…Lotus



Yammer



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Differences between Western and Asian Culture

:-) (Happy) ^-^ or ^.^
:-( (Sad) ;_; or T.T
:o
:-o (Surprised) ( )
(*_*)



Looking ahead…

When we understand our Customer better we
will understand what we need to focus on from
a marketing perspective.
Customer behavior needs to be understood at
the country and market level.... nearly
impossible to do well from the “Center”
"Marketing“ is always in a transition
The transition is accelerating with eMarketing
I believe social media will be a quintessential
part of our lives….both business and personal
Do we want to embrace it? Can we afford not
to?


Questions


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