Tag Archives: social networking

Ring Out the Old, Ring In the New

I was reading extracts from the Tapscott and Williams’ fabulous Wikinomics book just before Christmas (Chapter 1 is available for free online), and much of it has been on my mind ever since.

Wikinomics does a great job (in my opinion) of setting out the difference between the old corporate business model and the new collaborative model which is evolving. I’ve tried to paraphrase the key points below about the key attributes of the different models:

Old World

  • Knowledge is Power (It’s your key corporate or career differentiator – so protect it all costs)
  • Hierarchical Management Structures (use organisation charts to to define teams – and expand to matrix management when that becomes too rigid)
  • Command and Control management system. Heavy emphasis on measurement and reporting, especially when the going gets tough)
  • Bestowed authority. (I’m the manager, so I know best.)
  • Routes to success
    • Employ brighter people than your competitors
    • Protect intellectual capital
    • Focus on customers
    • Think global, act local
    • Execution excellence

New World

  • Community is Power. A united community will be stronger than any individual
  • Collaboration. Openly sharing the knowledge we have and collaborating to apply that knowledge will deliver greater innovation
  • Self-Organisation. Teaming together because we buy into a common vision allows us to reach outside of the conventional hierarchical structure.
  • Earned Authority. Authority comes from the value you contribute,not from the rank you’ve been assigned
  • Routes to Success
    • Being Open
    • Peering
    • Sharing
    • Acting Globally

I particularly like these 4 suggested routes to success in the New World, and will aspire to apply them to my behaviour at work in 2008.

Happy New Year – I look forward to working and learning with you in 2008.

Pete

Use of Social Networking within the Marketing Department

We’ve just launched an initiative within our Marketing department amongst our new graduate hires. We’ve asked them to run a project looking at the way our marketing community communicates/shares with each other internally. Our sense is that leveraging Social Networking internally we will increase our understanding of how best to apply it to external marketing activity.

Initially we’ve asked them to look at some of the social networking technologies that are not broadly used within our marketing communities today (eg Facebook, Linked-In, Twitter, Wikis, Internal and External Blogs, etc) and combine that with the way that they expect to live in the digital world. Hopefully they may be able to come up with a few pointers for us all that would be more engaging (from their perspective as well as ours) than email and Conference Calls.

Are there lessons that this team could learn from your own experiences and approaches? Are there additional tools or communities that they should link to?