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AOM2013 - Misiek Piskorski - Competing with Social Networks
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Competing with Social Networks:Linking Sociology with Strategy
#AOM2013@mpiskorski
2© 2013 Mikolaj Jan Piskorski
Background:What do people do on the internet?
3© 2013 Mikolaj Jan Piskorski
Background:How much time do they spend on social platforms every month?
4© 2013 Mikolaj Jan Piskorski
15-24 25-34 35-44 45-54 55+0
50100150200250300350400450
Male Female
Milli
ons
of u
sers
Background:And who are they?
This is where P&G starts to care…
5© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Key questions
WHY?and what should do P&G do?
6© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Framework
Social Failures
• People do not always have the interactions they want
Social Solutions
• Social platforms can step in and help facilitate these interactions
Social Strategy
• Existing firms can also facilitate these interactions if people undertake corporate tasks, e.g. advertising, for free
7© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Framework illustration
• She is too far and I am too busy to ask
• It is awkward to ask about personal matters
• Much faster to find out what people are up to
• I can “stalk” her and she won’t even know
10x higherclick throughrate
8© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Course outline with cases
Social Strategy
• Zynga• Yelp• Wikipedia• Social Strategy at Amex
• Social Strategy at Nike• Social Strategy at HBR• Social Strategy at Cisco• Social Strategy for Obama
Social Solutions
Meet
• eHarmony• MeetUp• Twitter
Friend
• mixi• Facebook
Meet / Friend
• LinkedIn• Friendster
Social Failures
Your Social Network Over Time
9© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Social Failures: Your Social Network Over Time
10© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Social Failures: Your Social Network Over Time
11© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Social Failures: Your Social Network Over Time
12© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Social Failures: Your Social Network Over Time
13© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Social Solutions: These are often not intuitive
Potential new employer EmployedManager
Current employeror subordinate
No, I’m not on the market, I am networking with my friends
Are you on the market looking for a job?
14© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Social Solutions: Some are little difficult to illustrate in classroom
How to get people to contribute content for free?– People will contribute more and resolve conflicts if they like each other– Examples abound: Yelp Elite program, Wikipedia Esperanza– How do you illustrate this in a classroom full of students who do not contribute?
Take a case and split it up into 20 parts and let students choose only 4 of them– They have to cooperate to get the full picture
Correct version Incorrect version Some of them have wrong information which leads to conflict
– To resolve the conflict students realize that they actually have to like each other
15© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Social Solutions: These are often not intuitive
Potential new employer EmployedManager
Current employeror subordinate
No, I’m not on the market, I am networking with my friends
Are you on the market looking for a job?
16© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Social Strategy
Use Facebook Platform
• To get friendship data• To write to people’s
profiles
To connect people to each other in
ways• They can’t connect on
FB• Or in the off-line world
And get them to do tasks for you
• Such as advertising or providing inputs for free as they connect to others
17© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Social Strategy at American Epress
18© 2013 Mikolaj Jan Piskorski
Competing with Social Networks:Framework
Social Failures
• People do not always have the interactions they want
Social Solutions
• Social platforms can step in and help facilitate these interactions
Social Strategy
• Existing firms can also facilitate these interactions if people undertake corporate tasks, e.g. advertising, for free