N Y U Digital Leadership D A Y1

New Leadership Lessons In A Digital Age

X50.9132May 7 & 14, 2011

New York UniversitySchool of Continuing and Professional Studies

Marketing, Advertising, Public Relations

Lisa A. BingDarnee Phipps

Overview

• Welcome

• Syllabus review

• Expectations & Assignments

• Student introductions

• What are the challenges facing today’s business leader in getting ahead of the curve on understanding and planning for integration of social media inside the enterprise?

• Social software technologies provide innovative approaches for discovering, collecting, organizing, managing and distributing data and information. The emerging technologies and platforms for enterprise social media are creating new forms of collaborative interactions that in the past have not been so easy to initiate or predict.

The Challenge to Leadership: Social Media v Social Computing

Gartner 2010

Social Media•Social Networking•Photo/Video Share•eMail / Messaging•Communities•Blogs / Forum•Public / Global

•Wikis

Social Computing•Authoring•Collaboration

•email / Messaging•Photo / Video Share

•Blogs•Communities

•Social Networking•Wikis

Interface(Fire Wall)

FacebookLinkedinTwitterYouTubeMySpace

Microsoft SharePointnGenera – SpacesIBM – Lotus Notes /ConnectionJive BSN

Basic Definitions: Social Media v Social Computing

Social MediaSocial Computing

The internet The Enterprise

Social Media•Public

•Open Content•Velocity•Reach•Visibility

•Mass market•Niche

•Chaotic / Self organized•Informal

Social Computing•Work Processes•Closed Content

•Rules•Functional Differentiators

•Mission•Work Communities•Peer Exchange

•Knowledge Management

Interface(Fire Wall)

MonetizationBranding / MarketingOpinion & PerspectivesNews – Event DrivenConsumer DrivenInterests – Mass / NicheFreedom of Action / Speech

Domains: Social Media v Social Computing

Social MediaSocial Computing

The internet The Enterprise

Information / Knowledge SharingExpertise / Skill LocatorBusiness StandardsSkillsProcess DrivenClosed community - CorporateLimited Action / Code of Conduct

© Copyright 2010 The Advisory Council, Inc.

Workgroup

Business Unit

Enterprise

Collaboration

Social NetworkingMicrosoft

IBM

JiveSoftware

nGenera

Google**

Market Leaders (YE2009)** Google Cloud AppsPartial List

Teligent

Vignette

Visible PathLinkedin

SpokeAskMeAtlassian

Social Text

RVIN

Social Computing: Platforms

Exercise

1. What sites are you currently active in:Personally?Professionally?

2. Name at least 3 things you do on each.

3. What problems have you encountered?

Social Computing: Organizational Networks

• Leadership participation is key– Key principals: acknowledge potential of organizational

networks and develop tactical blueprint to leverage and measure value

– If management does not get ahead of curve, then risk and unpredictability increase as usage evolves organically among employees without clear policies or focus

– Benefits can be immediate and significant with right plan and blueprint in place

Social Computing: Leadership

Benefits of Enterprise Social Computing

10Open Leadership, Charlene Li

Key Leadership Challenge

Open Leadership

• Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals

• How to give up control, and be in command

Open Leadership, Charlene Li

Information SharingExplainingUpdatingConversingOpen MicCrowd sourcingPlatforms

Decision MakingCentralizedDemocraticSelf-managingDistributed

Open Leadership, Charlene Li

Open Leadership: 10 Elements of Openness

14

Centralized Democratic

Consensus Distributed

Decision making models

Open Leadership, Charlene Li

What types of decisions are you regularly involved in?• Product development, branding/positioning

• Project planning, budgeting, hiring

• Other How do you currently make decisions? How effective is it? How would involving different/more people have an

impact? How would greater information sharing improve decision

making?

Exercise: Evaluate your decision making process

15

Open Leadership, Charlene Li

Are You An Open Leader?

16

Pessimist Optimist

Collaborative

Independent

Open Leadership, Charlene Li

Determine how open you need to be with information to meet your goals

17

Openness Audit

Open Leadership, Charlene Li