I presented this deck on May 4th at Notre Dame's College of Mendozza Futures Studies Poster Session http://business.nd.edu/. The deck describes how to leverage social media and communities to understand the futures and develop foresight.

1. HorizonWatching: Leveraging Social Media and Communities for Foresight Bill Chamberlin, Principal Client Analyst, Market Insights 4 May 2011

2. 2 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 About This Presentation This deck provides a summary of how to leverage social media and communities in order to develop and share foresight. Examples are provided for illustrations. Text and URLs are hotlinked through out the deck. Viewing the deck in Slideshow mode is the best way to quickly access these links.

3. 3 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Table of Contents The Implications of Social Media My Experience HorizonWatch: Internal HorizonWatching: External How You Can Leverage Social Media and Communities Appendix: Additional Reading

4. 4 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Table of Contents The Implications of Social Media My Experience HorizonWatch: Internal HorizonWatching: External How You Can Leverage Social Media and Communities Appendix: Additional Reading

5. TheImplications of theEmergence of Social Media 5 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Institutional Control Traditional Media Observe Media Outlets Television Movies centralizedmediation Radio Print Publish Shift of Power push Social Media distributedmediation Microblogs Syndication Communities Contribute Podcasts Individuals Blog Blog Wikis Social Consumption viacomments, trackbacks, feedback, etc Blog Blog networkeffects Forums Blogsosphere Indivdual Control Blog Blog pull Blog Blog

6. Today, everyone can be a publisher of content…. 6

7. However, some have more influence than others… 7 Social Activity = Community Champion = Community Agent = Community User = Flow and strength of Knowledge

8. Challenge: How To Leverage Social Media for Foresight FORUMS/NEWSGROUPS 120+ million VIDEO SHARING MICROBLOGS Foresight Professional SOCIAL NETWORKS (where publicly available) WIKIS FORESIGHT COMMUNITIES PHOTO SHARING SOCIAL MEDIA NEWS AGGREGATORS BLOGS 100+ million 8 May 4, 2011 HorizonWatching: Leveraging Social Media and Online Communities For Foresight

9. 9 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Table of Contents The Implications of Social Media My Experience HorizonWatch: Internal HorizonWatching: External How You Can Leverage Social Media and Communities Appendix: Additional Reading

10. 10 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 The Birth of HorizonWatch: A community based foresight scanning and collaboration community in IBM September 2000: IBM Exec wants to be kept abreast of emerging trends and technologies November 2000: Meeting invite extended to 35 people via conference call. January 2001: HorizonWatch team formed.. March 2001: Email distribution list for calls and newsletter grows to 1000 employees

12. Focus: Emerging trends and technologies.

13. Conference calls: Topics are presented to the community by subject matter experts.

14. Collaboration Platform:

15. Blog

16. Discussion Forums

17. Bookmarks

18. File Sharing

19. WikiDiversity of the Community means different perspectives, which enhances collaboration and sparks innovation.

20. 12 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Overall Objective: Improve our ability to sense future business issues, trends and opportunities

21. 13 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 150 Conference Calls Since 2001

22. 14 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 From 2001 – 2006, collaboration was very limited Conference Calls Email Yearly Surveys

23. 15 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 In 2006, the HorizonWatch Blog was launched internally to the Community A new way of delivering content A new way of getting feedback on ideas A new way of collaborating and brainstorming A new source for scanning A new way of learning from community members TheHorizonWatch Blog quicklybecameone of the top 10 mostread blogs in IBM

24. 16 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Example: Brainstorming after a March 2007 Conference Call

25. 17 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 The HorizonWatch Blog is now a scanning knowledge database with over 1000 internal posts since September 2006

26. 18 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 In 2009, the Internal HorizonWatch Community Platform was launched allowing a whole new level of collaboration

27. 19 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 The community platform has Discussion Forums which can also be used for online brainstorm sessions

28. 20 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Idea! Why not involve the public in this social and collaboration process?

31. 23 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 HorizonWatching on Slideshare was launched in 2008 http://www.slideshare.net/HorizonWatching

32. 24 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 In 2009, the LinkedIn Group was launched 780 Members connecting with each other, have discussions, and share content HorizonWatching on LinkedIn

33. 25 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 The Facebook page was launched in the fall of 2009 Nuggets of future related information and news Also contains feed posts from Tumblr and Typepad Fan likes and comments http://www.facebook.com/pages/HorizonWatching/171883855681

34. 26 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 In 2009, the Tumblr blog site was added http://horizonwatching.tumblr.com/ The Tumblr blog provides quotes and videos from others. It’s a collection of scanning signals 159 posts to date HorizonWatching on Tumblr

35. 27 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 In 2011, the Horizonwatching Daily ‘Newspaper’ was added http://paper.li/horizonwatching Paper.li takes the links shared by those that follow the @HorizonWatching twitter id and creates an online newspaper from those articles. It’s a virtual collection of articles that contribute to my scanning capability

36. 28 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 How Do I Leverage All This To Help Me Understand the Future?

37. 29 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 I use social media and communities in a number of ways…. Scanning: Search to understand what people are talking about. Brainstorming: Two is better than one. Hundreds are better than two. Thousands are better than hundreds. Publishing: Posting content online helps establish my reach and authority Idea Development: Get feedback and improve my research Networking: Connect with other subject matter experts. Learning: Develop a better understanding of the potential future(s)

38. 30 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Tips on Scanning Google Master Lessons:Learn the detail behind Google Search http://sites.google.com/site/gwebsearcheducation/master-lessons Social Search Engines: Learn to use social search engines http://slidesha.re/autgz4 Alerts: Set up Google Alerts http://slidesha.re/autgz4 FeedReaders: Set up a FeedReader and subscribe to feeds http://email.about.com/od/rssreaderswin/tp/top_rss_windows.htm Social SearchEngines

40. Traffic / Transportation

41. Cloud Computing

42. Energy / BuildingsAll Smarter Planet Topics: http://asmarterplanet.com/ Blog: Building A Smarter Planet http://smarterplanet.tumblr.com/

43. Example: HorizonWatch trends documents leverage input from community members Eleven TechnologyTrendstoWatch in 2011 Input from strategy teams Develop Report And Post Communicate to Strategy teams Additional Research & Collaboration Blog Posts on Trends Secondary Research Post to Community Platform Hold Community Conference Call Additional Research & Collaboration Survey Community via Blog and Discussion Forums Blog Post Communicate to forward looking teams Additional Research & Collaboration Input from forward looking teams 32 May 4, 2011 32 HorizonWatching: Leveraging Social Media and Online Communities For Foresight

44. 33 HorizonWatching: Leveraging Social Media and Online Communities For Foresight Sharing thought leadership content on the blog helps me develop my understanding of key trends and get feedback from readers A Primer on Smarter Water A Primer On Cloud Computing A Primer on Nanotechnology A Primer on Telepresence A Primer on Unified Communications A Primer on Futurists A Primer on 3D Printing A Primer on Scenario Planning A Primer on the Website Personalization Trend A Primer on the Consumer Market for Household Robots A Primer on the Trend Towards Video-enabled Business Processes A Primer on the Smart Grid and Intelligent Utility Network Trend A Primer On Water Management Issues A Primer on Advanced Business Analytics 33 May 4, 2011

45. 34 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Table of Contents The Implications of Social Media My Experience HorizonWatch: Internal HorizonWatching: External How You Can Leverage Social Media and Communities Appendix: Additional Reading

46. 35 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 13 Steps to Leveraging Social Media and Communities Document your career goals List your top 4-5 career topic areas Assess your existing social network and online presence Master the online social and productivity tools Research URLs that relate to your top 4-5 career topics Document where conversations are taking place Join online communities

47. 36 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 13 Steps to Leveraging Social Media and Communities (Cont.) Move your conversations online Manage your online brand Friend/Connect with Community Champions & Experts Share your Knowledge Wealth Establish yourself as an online authority Integrate off-line conversations with your online presence

48. 37 Learn to leverage social media and online Communities to help you understand the futures and communicate your foresight. A social transformation is taking place in how people interact and how relationships form and develop, and this is changing the way we work and the way we engage with our customers. Customers are leading the conversations that define your brand Employees are using social media in all facets of their lives, including work Competitors are crowd-sourcing ideas to bring new solutions to market May 4, 2011 HorizonWatching: Leveraging Social Media and Online Communities For Foresight

49. 38 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Thank You!

50. 39 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Table of Contents The Implications of Social Media My Experience HorizonWatch: Internal HorizonWatching: External How You Can Leverage Social Media and Communities Appendix: Additional Reading

51. About Me Bill Chamberlin Joined IBM Chicago Office in January 1981 as a Systems Engineer First 8 years in Sales, rest in Marketing Finished part-time MBA in 1995 HorizonWatch Community Leader since late 2000 Current Title “Principal Consultant - Social Insights Practice, Corporate Market Insights Team 40 May 4, 2011 40 HorizonWatching: Leveraging Social Media and Online Communities For Foresight

53. LinkedIn Group = Horizonwatching

54. Thought Leadership Blog = Horizonwatching on Typepad

55. Signal/Scanning Blog = HorizonWatching on Tumblr

56. Twitter ID = Horizonwatching

57. Facebook = HorizonWatching

58. Online Newsletter = HorizonWatching

59. Slideshare IBM Expert Network = HorizonWatching

60. A Smarter Planet = Blog on Tumblr

61. The InfoBoom Community = Profile Page41 May 4, 2011 41 HorizonWatching: Leveraging Social Media and Online Communities For Foresight

62. 42 HorizonWatching: Leveraging Social Media and Online Communities For Foresight May 4, 2011 Some additional things I suggest you do.... Uses Social Search Tools to find experts/futurists and then follow them on Twitter and on Blogs Go to a professional futurists event Association of Professional Futurists Spring meetings The World Futures Societyconferences Join the Foresight Network, an online community of futurists and people interested in the future Find the futurists at Poptech, TED, SXSW, and other events that draw forward thinking people Read the Smarter Planet blogs http://asmarterplanet.com/ http://smarterplanet.tumblr.com/

64. It’s fun to think about 20-50 (and even more) years into the future, but from a practical point, the community looks for guidance on a much shorter horizon. So most of our focus on the 1-5 year future.

65. What techniques do you find the most useful and valuable?

66. Secondary Searches (Infogate/Factiva/Google)

67. Social Search Engines

68. Community Brainstorming via ‘CommunityChats’, Discussion Forums, Blog Posts

69. Where do you look to understand how the future might unfold?

70. Depends on topic, but I always start with Secondary Research. See above.

71. What are you reading to better understand the future?

72. Internet. Blogs, Association Websites, Articles, Factiva, General topic searches, News Alerts

73. Consultant/Analyst Reports

74. Twitter & Blogs: Monitoring for keywords and hashtags

75. Magazines: Wired, Popular Science, Popular Mechanics, Discover, Fast Company, Scientific American, etc.

76. What topic areas are you currently researching?

77. Social Media, Social Networks, and Online Communities.

78. What tools do you wish we had to better look at the future?

79. Better tools to find subject matter experts (internally and externally) and their social networks.

80. Better Community leadership/management tools that help community leaders grow communities.

81. Better search engines and tools.43 May 4, 2011 43 HorizonWatching: Leveraging Social Media and Online Communities For Foresight

83. “Groups of people who come together to share and learn from one another” (Vestal, 2003)Topic of Interest An interactive group of people joined together by a common topic of interest. May 4, 2011 HorizonWatching: Leveraging Social Media and Online Communities For Foresight

84. friend friend friend friend friend me friend friend friend A Social Network Has Three Requisite Elements That, When Combined, Deliver Network Value And Can Help Drive Business Results 3 Elements of Network Value 1. Contributions 2. Volume of Interaction 3. Number of Participants Successful social media strategies drive these three elements 45 May 4, 2011 HorizonWatching: Leveraging Social Media and Online Communities For Foresight

85. In Every Social Network, There Are Participants That Have The Ability To Influence Decision Makers Analyst / Traditional Sources of news $$$ $$$ Joe = Influential Blogger Digital Media $$$ Jane = Influential Blogger $$$ Develop a strategy to identify and reach these influencers May 4, 2011 46 HorizonWatching: Leveraging Social Media and Online Communities For Foresight

86. 47 HorizonWatching: Leveraging Social Media and Online Communities For Foresight Embrace the fact that learning is a very social process and collaborating with others can only improve your understanding Collaborate with teams Ask questions Answer questions Read and comment Listen and talk Jointly develop ideas Network with peers, mentors, experts Share knowledge Ask for feedback “Social Learning: The unofficial, unscheduled, impromptu way most of us learn to do our jobs” 47 May 4, 2011