This document discusses value co-creation networks and social media conversations in the green tech innovation ecosystem. It notes that business relationships can co-create value through collective learning, relative absorptive capacity, and the exchange and combination of resources. The document examines how global green tech innovation ecosystems operate at different levels and how social media conversations can help companies learn what consumers think about energy issues and changing energy behaviors. It proposes using social networks to spread change, accelerate the velocity of change, and catalyze innovation through trust-building between companies and consumers.

1. Value Co-Creation Networks
and Social Media Conversations
in the Green Tech Innovation Ecosystem
Martha G. Russell & Camilla Yu
Stanford University
BECC November 17, 2010

2. Critical
inflection
points in
ecosystems
Patterns of
exponential
growth
1-2-4-8-16-32-64-128-256

3. Accelerating Change
• In energy behavior with programs to
– Catalyze the ecosystem of companies, products, services
– Engage & sustain networks of consumer behavior change
http://palazzoinc.squarespace.com/storage/accelerate%20page_7968100.jpg?__SQUARESPACE_CACHEVERSION=1250889261461

4. Business Relationships Co-create Value
• Collective learning, which includes organizational learning that promotes
synergy inside the clustered firm (Fiol and Lyles, 1985);
• Relative absorptive capacity, which helps search for ‘teacher firms’
with higher technological capabilities both inside and outside industrial clusters (Lane and Lubatkin,
1998); and
• The exchange and combination of resources,
which realizes the accomplishment of exchange and combination of technology resources among firms
with relative absorptive capability (Molina-Morales, 2001)

5. The Way We USED to Think About Organizations New Organizational Chart Based on Relationships
Relationship-Focused Co-Creation Infrastructure
Company Ecosystem
Infrastructure = Relationships

6. Global Green Tech Co-Creation
Companies – Finance Firms – People
Level 1 - Innovation Ecosystems Dataset, July 2010
Nodes inflated by out-degree

7. Level 1 Global Green Tech
Business Ecosystem
Level 1 - Innovation Ecosystems Dataset, July 2010
2100 Nodes, 650 Edges: Nodes inflated by out-degree

8. Level 3 Global Green Tech
Business Ecosystem
Level 3 - Innovation Ecosystems Dataset, July 2010
Nodes inflated by out-degree
Only a few are mentioned by consumers

9. Brands vs. product categories
Do consumers call it theirs?

10. Twitter
Paid Media
Web Sites
Press Releases
Blogs
To Learn What Consumers Think

11. 140 characters

12. Tweets Have Conversational Value
Anatomy of a Tweetology
• Way users are related to
messages – author, receiver,
mentioned
– RT PG&E4me
• Type of messages -
broadcast, conversation
– @martharussell
– #mediaxstanford
• Related resource – content
and reference to it, term
disambiguation
– url, bit.ly
– Stanford Ecolinguistic Ontology
• June Flora, Carrie Armel, M Russell
Claudia Wagner and Markus Strohmaier, “The Wisdom in Tweetonomies: Acquiring Latent Conceptual Structures from Social Awareness
Streams,” WWW2010, April 26-30, 2010, Raleigh, North Carolina.

13. Rhythm & Context of Social Conversation

14. Rhythm & Context of Social Conversation

15. Rhythm & Context of Social Conversation

16. “Smart meter”
March 2010
“Smart meter”
September 2010
“Smart meter”
November 2010
Amplify the Network Effect

17. Spread Change Through Networks
• Emerging consumer conversations reflect momentum
– memes and themes that describe the evolution of
consumer attitude and behavior about changing energy
behaviors
• in relation to current events
• In response to personal status
– communities of awareness, interest and practice

18. Accelerate the Velocity of Change
• Conversations about energy and behavior change
• Opportunities for companies to co-create with consumers
• Change agents create pathways for behavior change
through business networks
• They must synergize each other!
• Accelerate TRUST building to catalyze innovation
– Good purpose, norms of positive behavior, empower
http://www.livingstonbuzz.com/2009/11/10/hold-the-line-energy-changes-are-a-long-time-coming/
Smart Meter themes: First Utility – PG&E – Pepco – Siemens – NorthStar – Ohio – Maryland – Iowa – Naperville - McQuinty

19. Event
Impact
Coalition
Shared
Vision
Transformation
Measure & Track
Interact &
Feedback
Co-Create
Value
Transformation Model
Translate, measure and transform through networks
19
BEHAVIOR
CHANGE
Networks of consumers & Networks of companies
Link consumers and companies

20. • Neil Rubens, PhD, neil@hrstc.org
– Assistant Professor, Graduate School of Information Systems
– University of Electro-Communications, Tokyo
• Raphael Perez, hdkmraf@gmail.com
• Graduate Student, University of Electro-Communications, Tokyo
• Jukka Huhtamäki, jukka.huhtamaki@tut.fi
– Researcher, Lecturer
– Hypermedia Laboratory (HLab) of Tampere University of Technology
(TUT).
• Kaisa Still, PhD, kaisastill@yahoo.com
– Knowledge Management Specialist
– VTT Technical Research Centre of Finland
– Detection Technology, Beijing
http://www.innovation-ecosystems.org
Innovation Ecosystems Network
• Martha G Russell, PhD, martha.russell@stanford.edu
– Sr. Research Scholar, HSTAR Institute
– Associate Director, Media X at Stanford University
• Ben LeNail
• benlenail@pacbell.net
• Media X Visiting Researcher
• Mergers & Acquisitions
• Mario Gastel, mariogastel@zeelandnet.nl
– Graduate student, Texas Advertising, UT Austin
– Fulbright Scholar (2009-11)
• Jiafeng (Camilla) Yu, camillayu@gmail.com
– Intern, Media X at Stanford University 20

21. 21
Innovation Ecosystems Network November
2010

22. http://4.bp.blogspot.com/_qFju91K89HM/SxRpABd1DTI/AAAAAAAABjw/6LaSJfjfk-I/s1600/Unexpected_Guests.jpg
Questions?
Martha.Russell@stanford.edu
CamillaY@stanford.edu
Johari Window, Joseph Luft and Harry Ingham, 1955
Make complex relationships visible for
sharing and co-creation