Girard ND Insurance Joint Convention - May 2010

ARE YOU READY FOR THE FUTURE? – JOHN P. GIRARD, PH.D.

Social Media: Are You Ready for the
Future?
1

For a copy of the
Sagology slides:
Please contact me:
John P. Girard, Ph.D.
john@sagology.com
www.sagology.com

@JohnGirard JohnGirard

My Story … My Perspective
2

Sagology

Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)

www.sagology.com 1 john@sagology.com


About Sagology
3

Sagology is dedicated to connecting people with people to facilitate
collaboration, learning, and knowledge sharing through keynotes, workshops,
and consulting.

sagology [sāj-ol-uh-jee]
-noun
Sagology
1. the study of organizational wisdom in all its forms, esp. with reference to
technology, leadership, culture, process, and measurement
2. the study of one venerated for experience, judgment, and wisdom.

Origin:

2008; Canadian English, from Middle English sage + -ology.

Sage [Middle English, from Old French, from Vulgar Latin *sapius, from Latin sapere, to be wise; see sep- in Indo-European roots.]
-ology [Middle English -logie, from Old French, from Latin -logia, from Greek -logiā (from logos, word, speech; see leg- in Indo-
European roots) and from -logos, one who deals with (from legein, to speak; see leg- in Indo-European roots).]


Five Themes
4

Know Your Environment

Understand the Groundswell

Consider Crowdsourcing

People Know Best
5
Listen, Learn, Lead




Are You Ready for the Future?
5

Simple Media Strategies in
Social Ideas that work
Complex Environments
Complex: a group of
obviously related
units of which the
degree and nature of
the relationship is
imperfectly known


Knowledge – Nothing New?
6

Knowledge Management is the
creation, transfer, and exchange of
organizational knowledge to achieve
a [competitive] advantage.




What Advantage?
7


History of KM
8

c. 350 BC 17th Century 1950s 1990s 2000s

Aristotle Sir Francis Bacon Michael Polanyi Carla O’Dell

Classification
of
Knowledge

Aristotle




What is knowledge?
9

Data

Knowledge Information

knowledge is "defined broadly
Knowledge:
to include information, data,
Concepts, experience, and
communication and culture"
insight that provide a framework
(p. 293)
for creating, evaluating and
using information (p. 373).

The Cognitive Hierarchy
10

Wisdom
Ackoff’s Apex

Understanding

Knowledge Knowledge

Wisdom:
Information

The collective and individual
Dataexperiences of applying
knowledge to the solution of
problems (p. 373).



The One Thing. . .
11

. . . finding the one thing . . . but more on that later . . .

Types of Knowledge
12

Easier to document and Explicit
share
Contributes to Easier to
efficiency replicate
20%

Leads to
competency

Michael Polanyi 80% Tacit Carla O’Dell

Harder to articulate
Harder to steal
Higher competitive
advantage Harder to transfer

O’Dell, C. (2002, May). Knowledge Management New Generation.
Presented at the APQC’s 7th Knowledge Conference, Washington, DC.




Exchange and Transfer of Knowledge
13

TACIT

n Ext
tio ern
za a

i
ial

liz
Soc

ati
on

EXPLICIT
TACIT

on

Co
ati

mb
liz
Measurement in
Leadership
a ati
rn on
Inte
Technology

Process
Culture

EXPLICIT


Creation and Transfer of Knowledge
14

TACIT

n Ext
tio ern
za a
i
ial

liz
Soc

ati
on

EXPLICIT
TACIT

on

Co
ati

mb
liz

a in
rn ati
on
Inte

Internalization Combination
EXPLICIT
•Learning by doing •Formal Education (MBA)
•Experience •Policies
•Values/Ethos •Data mining Teradata, 1991
Wal-Mart, 2004

TYLENOL® crises of 1982 and 1986 Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)



Our Credo (Johnson & Johnson)
J&J Credo
We believe our first responsibility is to the doctors, nurses and patients, 15
to mothers and fathers and all others who use our products and services.
In meeting their needs everything we do must be of high quality.
We must constantly strive to reduce our costs
in order to maintain reasonable prices.
Customers' orders must be serviced promptly and accurately.
Our suppliers and distributors must have an opportunity
to make a fair profit.
We are responsible to our employees,
the men and women who work with us throughout the world.
Everyone must be considered as an individual.
We must respect their dignity and recognize their merit.
They must have a sense of security in their jobs.
Compensation must be fair and adequate,
and working conditions clean, orderly and safe.
We must be mindful of ways to help our employees fulfill
their family responsibilities.
Employees must feel free to make suggestions and complaints.

www.jnj.com/our_company/our_credo/

There must be equal opportunity for employment, development
and advancement for those qualified.
16
We must provide competent management,
and their actions must be just and ethical.
We are responsible to the communities in which we live and work
and to the world community as well.
We must be good citizens – support good works and charities
and bear our fair share of taxes.
We must encourage civic improvements and better health and education.
We must maintain in good order
the property we are privileged to use,
protecting the environment and natural resources.
Our final responsibility is to our stockholders.
Business must make a sound profit.
We must experiment with new ideas.
Research must be carried on, innovative programs developed
and mistakes paid for.
New equipment must be purchased, new facilities provided
and new products launched.
Reserves must be created to provide for adverse times.
When we operate according to these principles,
the stockholders should realize a fair return.
http://www.jnj.com/our_company/our_credo/




Creation and Transfer of Knowledge
17
Socialization Externalization
•Social spaces (Ba) •After action review
TACIT
•Master/apprentice •Lessons learned
•Storytelling •Metaphor
n Ext
tio ern
za a

i
ial

liz
Soc

ati
on

EXPLICIT
TACIT

on

Co
ati

mb
liz
in
na r ati
on
Inte

Internalization Combination
EXPLICIT
•Learning by doing •Formal Education (MBA)
•Experience •Policies
•Values/Ethos •Data mining Teradata, 1991
Wal-Mart, 2004

TYLENOL® crises of 1982 and 1986 Are You Ready for the Future? © 2010 John P. Girard, Ph.D. (john@sagology.com)

Need to Know vs Need to Share
18




The impact of not . . . sharing
19

According to Computer Associates . . .

http://www.youtube.com/watch?v=lH39xjXaLW8


The Real Reason
20

Including Ray Downey, Special Operations Command lost 95 men that day –
totaling 1,600 years of experience. (emphasis added)




The difference . . . Data to Knowledge
21

October 27, 1917

Q1 - What time is it?

Q2 – Where are these people?

Q3 – Why is the boy smiling?


The Knowledge Edge
22

14 November 2004
Wisdom

―With 3,600 stores in the United States and Understanding
roughly 100 million customers walking
Knowledge
through the doors each week, Wal-Mart has Knowledge

access to information about a broad slice of
America . . . The data are gathered item by
Information
item at the checkout aisle, then recorded,
mapped and updated by store, by state, by
Data
region . . . By its own account Wal-Mart has
460 terabytes of data.‖ ( 750,000 CDs 1 terabyte ~ 1,000,000 MB)
Hurricane




A Leaders view of knowledge . . .
23

―. . . there are known knowns; there are things we know that we know. There are known
unknowns; that is to say there are things that we now know we don’t know. But there are also
unknown unknowns — there are things that we do not know we don't know.‖

Runner Up
24

"I think that gay
marriage is something
that should be between
a man and a woman."




Knowns and Unknowns
25

Unknown Unknown
Knowns Unknowns
IQ Wal-Mart

Known Known
Knowns Unknowns
Comp Intell


Unknown unknowns
26

Somewhere on the West Coast




The Crasher Squirrel
27


28

“A social trend in which
people use technologies
to get the things they
need from each other,
rather than from
traditional institutions
like corporations.”

groundswell.forrester.com




The Social Technographics™ Ladder
29
Creators Creators make social content
go. They write blogs or upload
Critics respond to content from video, music, or text.
others. They post reviews, Critics
comment on blogs, participate
in forums, and edit wiki articles. Collectors organize content for
Collectors
themselves or others using RSS
feeds, tags, and voting sites like
Digg.com
Joiners connect in social
Joiners
networks like MySpace and
Facebook
Spectators consume social
Spectators content including blogs, user-
generated video, podcasts,
Inactives neither create nor forums, or reviews
consume social content of any Inactives

kind

The Social Technographics™ Ladder
US Adults 30
2007 2009 Creators
US 18-24 US 35-44 US 55+
18% 24% 46% 23% 12%

Critics
25% 37% 50% 34% 28%

12% 21% Collectors
38% 20% 12%

Joiners
25% 51% 85% 54% 26%

Spectators
48% 73% 89% 73% 64%

Inactives
44% 18% 3% 17% 30%



An African Villa Story
31


Global Top Internet Sites (Reach)
http://www.alexa.com/topsites/
32
1. Google 43% 1. Google
2. Facebook 33% 2. Facebook
3. Yahoo! 27% 3. Yahoo!
4. YouTube 23% 4. YouTube
5. Live 16% 5. Wikipedia
6. Wikipedia 13% 6. Craigslist
7. Blogger 12% 7. Blogger
8. MSN 11% 8. eBay
9. Baidu.com 9% 9. Twitter
10. Twitter 7% 10. Amazon
MySpace 20
25 April 2010



Social Media Action Plan
33

Learn

Listen

Lead


34




Why Matters
35

35+ fasterst
> 400M active > 150M login
growth
users daily
demographic

2B pieces of 3M events
130 friends is
“stuff” shared created each
average
each week month

45M active 70% of users
user groups outside USA

Marketing @ Facebook
36

Million+ Fans
1. Coca-Cola
2. Starbucks
3. Disney
4. Victoria's Secret
5. iTunes
6. Vitaminwater
7. YouTube
8. Chick-fil-A
9. Red Bull
10. T.G.I. Friday’s
http://www.thebigmoney.com/slideshow/big-money-facebook-50-0



According to Facebook
37

 25,300 Facebook users  365,400 Facebook users
live within 50 miles of live in Manitoba (age 18
Minot, ND (age 18 and and older)
older)  297,540 Facebook users
 30,000 Facebook users live in Saskatchewan (age
live with 50 miles of 18 and older)
Fargo, ND who graduated
from college
 212,000 Facebook users
live in ND (age 18 and
 Personal or Organizational
older)


38

Wikipedia is driven by a global community of more than 150,000
volunteers—all dedicated to sharing knowledge freely. Over
almost eight years, these volunteers have contributed more than
11 million articles in 265 languages. More than 275 million
people come to our website every month to access information,
free of charge and free of advertising.



Convergence
39


40

Crowdsourcing is the act
of taking a job traditionally
performed by a
designated agent (usually
an employee) and
outsourcing it to an
undefined, generally large
group of people in the
form of an open call.




Crowdsourcing
41

http://www.youtube.com/watch?v=TCM7w11Ultk


The Generation Game
42




Digital Native or Digital Immigrant?
43


Community Engagement – Generation V
44

http://www.gartner.com/it/page.jsp?id=545108



Are You Ready?
45

http://socialnomics.net/


Storytelling by Steve Denning
46

Purpose of Story
 Sparking action
 Communicating who you are
 Transmitting values
 Fostering collaboration
 Taming the grapevine
 Sharing knowledge
 Leading people into the future

www.stevedenning.com/SIN-136-HBR-publishes-Telling-Tales.html




Storytelling: Commander-in-Chief
47

2006
Golden
Globe
Awards


Think before you post . . .
48




The one thing . . .
49


Five Themes
50

Know Your Environment



People Know Best

Listen, Learn, Lead




Five Things for Tomorrow
51

Google

Facebook

YouTube

Blog

Wikipedia

Social Media: Are You Ready for the
Future?
52

Sagology
John P. Girard, Ph.D.
john@sagology.com
www.sagology.com

@JohnGirard JohnGirard


Girard ND Insurance Joint Convention - May 2010

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