network silos

10
NETWORK SILOS TO BRAND HUBS……

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Keynote presentation delivered about how business needs to move from network silos to brand hubs.

TRANSCRIPT

Page 1: Network silos

NETWORK SILOS TO BRAND HUBS……

Page 2: Network silos

Silos….

Linear….

Ad networks not social networks…

“The advantage created by a persons location in a structure of relationships is known as social capital.” (Burt 2005)

Page 3: Network silos

Future of Leadership

Page 4: Network silos

HALPERN(2005)

FELD(1982)

PUTNAM(1995)

BURT(2005)

JOHNSON &MILLER(1973)

BOURDIEU & WACQUANT(1991)

GRANOVETTER(1973)

LIN (2002)

Lets all calm down a little…..

Page 5: Network silos

We Know This?

• Social networks online simulate what’s happening offline & vice versa

• People & groups who do well are somehow better connected (Burt)

• A business model based on network size will be inefficient, dramatically so

• The value of a relationship is defined by its density & intimacy

• Brokerage and closure need to work together

Page 6: Network silos

Closed Networks…..

Closed networks – family teams, silos, groups all aroundbonding and close ties

Trust huge in this sphere

The stronger the third party ties connecting two peoplethe more closed the network

Network needs to be dense, reputations upheld andcontrolled.

Peer to peer standards and pressure to conform to common values and etiquette

Page 7: Network silos

Brokerage…..& Structural Holes

Making connections between two people who would not normally connect

Structural holes are empty spaces in social structure – our brand communities should fill these holes

Advantages – vision to see the future, ability to move ideas across groups, great R&D, competitive advantage in detecting opportunities

Strategic diffusion & sharing of information to create value a critical skill in today’s world

Page 8: Network silos

Innovation

Entrepreneurialism & risk taking

Investment & trade

Effective competition

Efficient allocation of resources

Amplification

Best connected people

Innovation

Entrepreneurialism & risk taking

Investment & trade

Effective competition

Efficient allocation of resources

Amplification

Best connected people

Better flow of info

Mutual support & co-operation, honoured contracts

Agreements easily enforced

R&D function from the crowd

Loyal & committed people

Better flow of info

Mutual support & co-operation, honoured contracts

Agreements easily enforced

R&D function from the crowd

Loyal & committed people

Factors for economic growthFactors for economic growth

Reduced transaction costsReduced transaction costs

Investment for public & social goodInvestment for public & social good

Closed NetworkClosed

Network

BrokerageBrokerage

Adapted from Halpern (2005)

The Impact…..

Page 9: Network silos

An Experiment…..

Page 10: Network silos

Sooooo…….

“Program or be programmed.”

(Douglas Rushkoff)