network silos
Post on 19-Dec-2014
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NETWORK SILOS TO BRAND HUBS……
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)
Future of Leadership
HALPERN(2005)
FELD(1982)
PUTNAM(1995)
BURT(2005)
JOHNSON &MILLER(1973)
BOURDIEU & WACQUANT(1991)
GRANOVETTER(1973)
LIN (2002)
Lets all calm down a little…..
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
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
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
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…..
An Experiment…..
Sooooo…….
“Program or be programmed.”
(Douglas Rushkoff)
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