1. Technology Changes,
People Don’t—
Rethinking Work
Ayelet Baron
Chief Instigator
http://ayeletbaron.com
http://twitter.com/ayeletb
http://slideshare.net/ayeletb
http://linkedin/in/ayeletbaron
ayelet27@gmail.com
h"p://vermeire+m.com/2011/09/

2. § Create a truly “social business”
§ Enable “future of work”
§ Experimenting culture/Reverse Mentoring
➥ Top 3 “Best Company to Work For” 3+ years
➥ 300 new R&D jobs in Canada; $25M grant
from the Province of Ontario – and just the
x start
➥ Advisor to Federal, Provincial and City
Governments
➥ “Connected North”
➥ From #4 to #2 in Cisco
⇒ Global engagement
a
⇒ Emerging Markets à Public-Private
Partnerships
⇒ Cisco Leadership Fellowship – Social Media
for Social Good
⇒ Leadership by example
⇒ Integrating Social into Business (we’ve
Outcomes
always been social)
⇒ Multi-generational Workforce and Social
Media
⇒ Adoption

3. 1800s: People Are Not As Connected
Outside their Community
Religious Institutions,
state, monarchy dictate
the agenda
Face-to-Face
Community

4. Enter The Age of Mass Media
Connecting People to Information and People

5. Social Media Age
Everything is Connected
h"p://blogs.cisco.com/

6. We Trust Strangers
PRE MEDIA AGE
MASS MEDIA SOCIAL MEDIA AGE
AGE
Consumers dictate
Many-to-Many
Any-to-Any
Religious Institutions, state,
monarchy dictate the
agenda
Professional media
dictate
Consumers influence
channels

7. We Trust Strangers
PRE MEDIA AGE
MASS MEDIA SOCIAL MEDIA AGE
AGE
Consumers dictate
Authority
Declining
Many-to-Many
Any-to-Any
Professional media
dictate
Consumers influence
channels

8. We Trust Strangers
PRE MEDIA AGE
MASS MEDIA SOCIAL MEDIA AGE
AGE
Consumers dictate
Authority
Declining
Many-to-Many
Any-to-Any
Consumers
Professional media Ability to Publish
dictate
Content
Consumers influence
channels

11. THE RELATIONSHIP IS NO LONGER LINEAR
Social media: Marketing and PR
Transparent
Social Enterprise: People and
processes
Agile
Changing how we work and
Authentic
integrating tools into workflow
http://www.flickr.com/photos/timothyschenck/

13. What
Mo(vates
Us?
give me
$10,000
give me
something I
give me the want to do
prestige of a
new title

14. Technology Keeps Getting Faster
Source: http://www.time.com/time/interactive/
0,31813,2048601,00.html

15. … But People Don’t Change As Fast
Source: http://pandasthumb.org/archives/2006/09/fun-with-homini-1.html
h"p://ncse.com/book/export/html/2201

16. People are adopting (expensive) technology
faster than an annual plan can accommodate
h"p://www.slideshare.net/LuminaryLabs/the-­‐innova+on-­‐myth
h"p://www.ecns.cn/2012/10-­‐01/29165.shtml

17. h"p://www.flickr.com/photos/hikingar+st/3000883712/sizes/m/in/photostream/
People are now the weakest link
http://www.flickr.com/photos/kyra__m/4681259456/

18. We are on a collision course
Image
by
Dave
Gray,
The
Connected
Company

20. ©
Ayelet
Baron.
All
rights
reserved.
h"p://socialmediatoday.com/875521/wheres-­‐passion-­‐employee-­‐engagement-­‐and-­‐money-­‐wasted

21. h"p://socialmediatoday.com/875521/wheres-­‐passion-­‐employee-­‐engagement-­‐and-­‐money-­‐wasted

22. LET’S STOP MANAGING OUR INBOX
Use – and misuse – of
email costs
organizations up to
$16,000 per
Executives spend
two hours a
employee
day on e-mail
per year

23. ©
Ayelet
Baron.
All
rights
reserved.
h"p://socialmediatoday.com/875521/wheres-­‐passion-­‐employee-­‐engagement-­‐and-­‐money-­‐wasted

24. h"p://socialmediatoday.com/875521/wheres-­‐passion-­‐employee-­‐engagement-­‐and-­‐money-­‐wasted

26. Future of Work
Co-creation
Relationships
Hollywood
model
Connecting
Transnational
Mobile
Virtual
Meaning
Real Time
Shared
Any where
Purpose

27. The social era will reward organizations that understand
they can create more value with communities than they can
on their own
−Nilofer Merchant, 11 Rules for Creating Value in the Social Era

28. www.duarte.com

29. Strategic Adoption Framework
How
Will it Get
Why Do It? What
Done?
Living
it
What’s the Should it
Business
Need?
Do?
Leadership
Say/Do
Integration
Alignment
Buy-In
Output:
Output:
Output:
Risk and Output:
Purpose/
Value
Gap
Metrics
Roadma Proposition
Analysis
p
THINK
ACT
INTERACT
DO
©Ayelet Baron. All Rights Reserved.

30. Behavior Change Model
Awareness
Understanding
Translation
Adoption
Internalization
Drive Ensure Provide tools Secure Becomes how
awareness of understanding of and knowledge widespread shift we work/sell/
integrating new what needs to of how to in behavior
build
approaches into change to integrate in day- relationships
day-to-day increase sales to-day activities
activities
revenue

31. 6
In
Summary

32. Organizations that
Go Up and Down
1 Hold You Back

33. 2
Break down the silos
We
compartmentalize
crea(vity
Try
to
control
it,
set
targets,
apply
rules
Make
it
the
domain
of
par(cular
job
(tles
Or
box
it
into
brainstorming
sessions

34. It’s about
3 enduring
Relationships

35. 4
There is no
such thing as a
social media
strategy

36. 5

37. There is A
6
Growing Need for
Simplicity and
Shared Values
Work
Tool
Strategy
Another Tool
More Tools
Adoption

38. paulisakson.com
Think small

39. Keynotes
Workshops
Leadership
Strategy
§ Ayelet Baron
§ http://ayeletbaron.com
http://twitter.com/ayeletb
http://slideshare.net/ayeletb
http://linkedin/in/ayeletbaron
ayelet27@gmail.com

40. This presentation was created not by one
person, but by many. It’s a presentation
about the power of connecting with people
online and using communities to get it done
http://www.flickr.com/photos/pogonophobia/