The document discusses new ways of working (NWW) and social media (SM), outlining how SM is changing the way people work through increased mobility, collaboration, and access to information. It explores various uses of SM in organizations, such as strengthening collaboration, encouraging innovation, and expanding networks, but also notes challenges like potential productivity losses, abuse of tools, and difficulties measuring ROI. The presentation concludes with observations on the importance of planning SM strategies and empowering users, along with thoughts on how the future of work may increasingly integrate SM applications and technologies like augmented reality.

1. SOCIAL MEDIA &
NEW WAYS OF WORKING
Madrid, 2nd March 2011
EOI Business School
G oba
Global MBA
Carlos Lozano
carlos.lozano@bicg.com
Clozano@eoi.es
www.bicg.com
bicg com
www.eoi.es

2. AGENDA
WHAT IS NWW & SM
SOME USES OF SM IN THE WAY WE WORK
CHALLENGES
OBSERVATIONS AND THOUGHTS
DISCUSSION
2

3. WHAT IS NWW & SM: THE FUTURE OF WORK
Office(-home)
Globalization & Urbanism
Well-being
f th f t
of the future & Mega-cities
Future
F t
Demographic Working Technology Energy &
change world Technological trends Environment
Economy in
Mobility Global network the global
& Logistics & Digital world knowledge
society
3

4. WHAT IS NWW & SM: FUTURE WORKSPACES
Implications
Megatendencies / for…
Principal themes Office-/Working world Home-office
Internationality / Diversity Offerings of balanced nutrition & sport
Globalization Increase in security needs Offering & provision of services
& Well-being Movement / ergonomic aspects
Differentiated furniture
Corporate diversity Offerings according to sex and age
Demographic change Building with provision of multiple
interconnected services.
Telepresence offer Location as strategic factor
Mobility & Logistics Home Office / Satellite office as Telepresence offer
p
complementary offer
Efficient surface area use in buildings
Urbanism & Mega-cities High infrastructure requirements
High energy demand
Ecological technologies Ecological buildings
Energy & Environment Ecological behaviours Ecological FM
Brainspaces Brainspaces
Global economy Knowledge / global access to data Knowledge / access to data from any
Principle of interconnection (technology,
(technology location
& Digital world social) Interconnection as a principle
Security & data protection Elevated security needs
Zonification (offer of value-added modules Multi-funtion
& possibility of variation) Flexible spaces & buildings
Workspace Sensation of well being & health
well-being Perceptibility & Transparency
Communication & exchange quality
4

5. WHAT IS NWW & SM: INTRODUCTION
“New Ways of Working” encapsulate all those activities
that influence how, where and when we work.
“Work in a f
fixed place
“Work where and
for a determined
when you want!”
time!”
• Strict hierarchy • Interdisciplinary
• Closed departments networks
• Time/ task • Flexible teams
orientation • Project work
• Taylorist control • Intensive use of TICs
• Lack of trust • Manage by objectives
• Greater autonomy
• Work-life balance
5

6. WHAT IS NWW: AN INTEGRATED APPROACH
An integrated approach to “New Ways of
Working” implies the coordination of
disciplines which are normally left
unconnected. Such disciplines include:
• Work organization
• Design from inside-out
• Information and communication
• Innovative space concept
I ti t
• Value-added services technologies
• Smart buildings
• Work spaces
• Flexible concepts
All of this fits under the umbrella of
corporate culture.
• Process improvement • Digitization
• Organizational • Connectivity
structure • Automation New Ways of Working can be implemented
y g p
• Communication • Speed at any time, however there are certain
• Knowledge transfer • Knowledge occasions which should be taken advantage
• Change management management
of:
• Relocation of a building or campus
• Openness • Teamwork & • Period following a merger
• Flexibility collaboration
• Holistic view • Employer of • Any intense cultural, organizational or
• Attraction & choice technological change
retention
6

7. WHAT IS NWW & SM: THE STATE OF THE INTERNET

8. WHAT IS NWW & SM: SM
Powerful marketing and
communication tool
Professional
Amateur
"a group of Internet-based
applications that build on the
ideological and technological
foundations of Web 2.0, and
,
that allow the creation and
exchange of user generated
content”
KAPLAN AND HAENLIAN.
WIKIPEDIA
8

9. WHAT IS NWW & SM? A FEW FACTOIDS ALREADY OLD…
By 2010. Gen Y will outnumber Baby Boomers….96% of Gen
Yers have joined a social network, Source: Grunwald
Associates National Study, July 2007.
http://www.trendsspotting.com/blog/?p=165
http://www trendsspotting com/blog/?p=165 Social Media has overtaken porn as the #1 activity
p y
on the Web. Source: Study: Social Networking Sites
Overtake Porn As Internet's #1 Search, Reuters, Sep 16,
Nielsen, a market research firm, said that American are 2008.
spending more time on social-networking sites than on e- http://www.reuters.com/article/idUSSP31943720080916
mail. In October 2009, Americans spent j
p just under six hours
surfing social networks, almost three times as much as in the
same month in 2007. Source: A special report on social Eighty percent of companies use LinkedIn as a
networking, The Economist, Jan 28, 2010. primary tool to find employees. Source: Jobvite Social
http://www.economist.com/specialreports/displayStory.cfm?story_ Recruitment Survey : Statistics Show Social Media Is Bigger
id=15351002 Than You Think, Socialnomics, August
2009.http://socialnomics.net/2009/08/11/statistics-show-social-
media-is-bigger-thanyou-
According to recent data from Nielsen, Internet think/
users spent an average of 6 hours, 13 minutes on
People are now spending more time on social-
p p g
social networking sites, in the month of May 2010
i l t ki it i th th f M
networking sites than on dealing with e-mail.
74% Internet Users reported to visit a SM site during May 2010
Seventy-five percent of millennials have a social networking profile
(GenXs: 50%; Boomers: 30%; Silents: 6%). One in five have posted a video of
themselves online. Source: Millennials: A Portrait of Generation Next,” a new report
from the Pew Research Center for the People & the Press, February, 2010.
p , y,
http://pewsocialtrends.org/pubs/751/millennials-confident-connected-open-to
9

10. WHAT IS NWW & SM?: WHAT A MESS
10

12. WHAT IS NWW & SM?: TYPES OF SM
12

13. WHAT IS NWW & SM?: TYPES OF SM
13

14. WHAT IS NWW & SM?: THE PARTICIPANTS
14

15. WHAT IS NWW & SM?: THE PARTICIPANTS AND USE BASED UPON AGE
15

16. AGENDA
WHAT IS NWW & SM & NWW?
SOME USES OF SM IN THE WAY WE WORK
CHALLENGES
OBSERVATIONS AND THOUGHTS
DISCUSSION
16

17. USE OF SOCIAL MEDIA BY ORGANIZATIONS

19. SOME USES OF SM: USE OF SOCIAL MEDIA BY ORGANIZATIONS
Source:www.elliance.com
19

20. SOME USES OF SM: INTEREST OF SOCIAL MEDIA
FUTURE
What is the plan for the
future?
CHALLENGES
Should we encorage or
limit it?
USE
How do we use it? How can we
use it?
INNOVATION
Can it encourage
innovation?
COLLABORATION
How can we collaborate more effectively?
20

21. SOME USES OF SM: USE OF SOCIAL MEDIA @WORK
Sales & Marketing Public Relations Encourage
Employee Communication
Hardware Innovation &
Connect with Linkedin Flickr Creativity
Customer Service
colleagues
Slideshare
Discover New Information Twitter
Clients d
Cli t and
Brands Youtube New Hire/ new Student
Manage Culture/ Org Facebook orientation
Change
Network People
P l
Strengthen
Co abo at o
Collaboration Brand Reputation
p
Comm. Engagement
Business Continuity/
y
Expand Networks
Business Response & Locate Skills
21

22. SOME USES OF SM: STRENGHTEN COLLABORATION
Sees collaboration and social networking in the
enterprise as the next phase of the internet to increase Created a Linkedin behind the Firewall
productivity
Internal networks with recognition grants, empowering
employees at all levels
Cisco Telepresence System 3200
newsroom.cisco.com/dlls/2008/prod_051208b.html
i /dll /2008/ d 051208b ht l
Highly Specialized Network containing profiles of
Productivity up 4,9% analysts from various intelligence agencies
Savings $691MM
900% ROI
22

23. SOME USES OF SM: ENCOURAGE INNOVATION AND CREATIVITY
Ability to meet others, learn from them and work collaboratively
Social Media Network cuts across organizational hierarchies
SM promotes horizontal democratic interactions
horizontal,
I-Prize “40% of creative
40%
Imagine the next $1BN Business teams productivity
2000 people, 104 countries is directly explained
by comms”
MIT Research
Idea Max
12000 ideas submitted
10% revenue linked to innovation (2008)
InnoCentive
Web community that outsources research problems
y p
and invites contributions from anyone awarding cash
prices.
23

24. SOME USES OF SM: EXPAND NETWORKS AND FIND SKILLS
IN HOUSE SOCIAL NETWORKS
TownSquare
Blue Shirt Nation
Private Network
D St t
Street Small Blue
WAY TO IDENTIFY POTENTIAL EMPLOYEES
92% of companies use or plan to recruit via social networks in 2010
Alumni Network 86% Linkedin
60% Facebook Speed, Quality, Cost
50% Recruting
24

25. SOME USES OF SM: IMPROVE PRODUCTIVITY
NET APP LIVE
Break information out of
..... functional silos HAIKU POETRY
Go beyond email
Encourage participation
Tel Aviv and Densest intracompany web and higher betweeness measures
.....
Boston Universities
7% More Employees with extensive social networks but
but…
.....
Productive Those with cohesive face to face networks 30% more productive
40% Creative Team Nimble social communications networks
.....
Productivity
25

26. SOME USES OF SM: SUPPORT CULTURAL CHANGE
Study blogs in mergers
Understand company issues
SOME USES OF SM: DISCOVER NEW INFORMATION
Be everywhere at the same time
Cost effective
Give access to hard to capture behaviors
Allows instant movement between behavioral and cognitive
Provides greater intimacy with participants
Relationship can extend over time
26

27. SOME USES OF SM: OTHER USES
CUSTOMER SERVICE EMPLOYEE COMMUNICATIONS
NEW HIRE/ NEW STUDEN
..... ENGAGEMENT
ORIENTATION
BUSINESS CONTINUITY/
BRAND REPUTATION
DISASTER RESPONSE
27

28. AGENDA
WHAT IS NWW & SM & NWW?
SOME USES OF SM IN THE WAY WE WORK
CHALLENGES
OBSERVATIONS AND THOUGHTS
DISCUSSION
28

29. CHALLENGES: USE OF CONSUMER NETWORKING TOOLS
SM policies tightening: A 2010 survey by Robert Half Technology of 1,400
CIOs from companies across the US with 100 or more employees revealed that
38% of CIOs are tightening their grip on social media sites.
More strict with respect to personal use 23%
More strict with respect to business use 15%
More lenient with respect to business use 10%
More lenient with respect t personal use 7%
M l i t ith t to l
No change 55%
Don't know/no answer 2%
20%
Where is
Policies
50%
Microblogging
In place
for use your
14%
adopting
business
policies
75% Use
social
i l
networks
29

30. CHALLENGES: POTENTIAL FOR ABUSE, ADDICTION
30

31. CHALLENGES: POTENTIAL FOR ABUSE, REMORSE
32% of people reported
posting something they
regret (RETREVO)
31

32. CHALLENGES: PRODUCTIVITY ISSUES
HOW CAN YOU BALANCE YOUR MEDIA DIET?
SOME STATS,…
Nielsen: 5.5 hours a month SM @work
Nielsen: 6 hours 15 minutes SM_USA
SM USA
Nielsen: 6 hours_GLOBAL
1/33 build Facebook profile @work
Internal SM… graveyards of info
g y
32

33. CHALLENGES: PRODUCTIVITY ISSUES: THE HYERARCHY OF DIGITAL DISTRACTIONS
33

34. CHALLENGES: PRODUCTIVITY ISSUES: THE HYERARCHY OF DIGITAL DISTRACTIONS
Productivity sapped: One in every 33 employees has built their entire
Facebook profile during work time says Nucleus Research, an IT research and
advisory services firm.
Companies that allow access to Facebook during work hours lose an average of
1.5 percent in total employee productivity. The study was based on Interviews with
237 randomly selected office workers. Source:Research note: Facebook: Measuring the cost to business of social
notworking,July 2009. http://nucleusresearch.com/research/notes-and-reports/facebookmeasuring-
the-cost-to-business-of-social-notworking/
34

35. CHALLENGES:ROI MEASURES AND CONTROL ISSUES
Difficult to measure ROI Renegade Sites
84% did not measure ROI for Blogs and sites created by non
social Media Programs 2009 authorized users.
study by Mzinga
Mzinga.
Abandonment Risky Behaviour
Facebook or Twitter Employees started SM
p y
Non used accounts. with no guidance
35

36. AGENDA
WHAT IS NWW & SM & NWW?
SOME USES OF SM IN THE WAY WE WORK
CHALLENGES
OBSERVATIONS AND THOUGHTS
DISCUSSION
36

37. OBSERVATIONS
ITS ALL ABOUT IT REQUIRES
NEED FOR
1 PLANNING
2 THE USER AND 3 PEOPLE TO STIR
NOT THE TOOL THE POT
37

38. OBSERVATIONS AND THOUGHTS: SOME CHOICES YOU NEED TO MAKE
Who I am What I am
choosing to be choosing to do
online? on the Web
What problems am I What
Wh t are the
th Where do we ask for
choosing to fix with challenges help Social Media 2011
the help of internet
Choices to Make
Am I choosing to How I am Alexandra Samuel
be a brand or a choosing to use Harvard
person online? boredom?
38

39. OBSERVATIONS AND THOUGHTS: THE FUTURE
Office(-home)
SM integrated in Augmented
applications
f th f t
of the future reality
Future
F t
Applications Working Technology Microblogs
that integrate driven by
all social info world Technological trends
interest
Search Phones and
engines will creativity as
Enterprise SM
use your SM drivers for SM
Info
39

40. OBSERVATIONS AND THOUGHTS: THE FUTURE
RUN WHEN
YOU HEAR SM
STRATEGY
FOCUS FIRST ON YOUR BUSINESS OBJECTVES
FOCUS FIRST ON YOUR BUSINESS OBJECTVES
40

42. THANKS
www.bicg.com

43. ANNEX

44. WHAT IS NWW & SM?: THE REAL MEANING OF FACEBOOK
10% of Web Time
48% usage when they wake up
28% use from bed
ANOTHER WORLD WIDE WEB
1 IN 13 USES ADDICTIVE
facebook
ONLY CONNECT
SOCIAL ENGAGEMENT
44

45. 45

46. 46

47. 47

48. 48

49. 49

50. 50

51. 51

52. 52

53. 53

54. 54

55. 55

56. 56