Social Media and Innovation

1. Social Media and Innovation SURF-IT Symposium August 26, 2011 Sara Bangloria Mentor: Professor Vijay Gurbaxani

2. Social Media: A Democratizing Force http://dailyimagebuzz.blogspot.com/2011/02/egypt-made-for-internet.html http://reface.me/news/facebook-revolution-egypt/ “Thank you Facebook” http://davemiers.com/2011/02/12/the-egyptian-revolution/

3. Transforming the Enterprise • Distribution of Power • Decreased Bureaucracy • Employee Empowerment INNOVATION http://www.icanhasinternets.com/2011/04/how-employees-process-information/employees-2/

4. Social Media Tools • Blogs • Wikis • Podcasts • Social Networks • Facebook, Twitter, LinkedIn, Google + • Social Business Networks • Yammer, Chatter • YouTube, Vimeo, Flickr,

5. Abovethelaw.com

6. Research Question How does a social media policy foster innovation? http://nichefinder.maxupdates.tv/

7. Value Disciplines • Any IT strategy should be consistent with business strategy. • We think of a business strategy as consisting of these three value disciplines: • Operational Excellence • Lead industry in price and convenience • Product Leadership • Tailor and shape products and services to fit an increasingly fine definition of the customer • Customer Intimacy • Produce a continuous stream of state-of-the-art products and services

8. Methodology • Examined Social Media Policies of 15 companies: • American Red Cross • Best Buy Co., Inc. • British Broadcasting Corporation (BBC) • Cisco Systems, Inc. • Eastman Kodak Co. • The Coca-Cola Company • Ford Motor Company • Kaiser Permanente • Kodak • Kohl’s Corp. • Microsoft Corporation • Nordstrom Inc. • Indiana State University • Intel Corporation • State of California • Yahoo! Inc.

9. Methodology • Developed List of 23 Policy Attributes/Elements • Evaluated Comprehensiveness of Each Policy

10. Methodology • Elements/Attributes grouped into 4 categories: • Structure and Style • Employees • Legal Matters • Resources • Recommendations Provided • Appropriate Conduct

11. Methodology • List of Policy Attributes/Elements

12. Methodology • List of Policy Attributes/Elements

13. Methodology • List of Policy Attributes/Elements

14. Methodology • List of Policy Attributes/Elements

15. Methodology • Evaluated relationship between social media policy and company goals/strategies • Read mission statements, company goals, and current activities.

16. Methodology • Companies grouped into value disciplines

17. Methodology • Removed baseline elements-present in at least 90% of policies • Separate document dedicated to policy • Confidentiality and copy-right • Transparency • Distinguish between business and personal use • Removed descriptive elements or ones with insufficient data • Narrative Style • Social Media Allowed in the Workplace • Computed prevalence of certain policy elements in each group

18. Results-Product Leadership

19. Results-Operational Excellence

20. Results-Customer Intimacy

21. Results-Non-Profit

22. Results • Elements significant to each category *60% significance threshold **Top tier=100% frequency

23. Preliminary Conclusions • Consistent relationship between policy and business goals • Plan to continue further investigation • Need to look at social media policy in relation to strategy

24. THANK YOU • Professor Vijay Gurbaxani • Calit2 • UROP • SURF-IT Team

25. QUESTIONS?

26. AdditionalData

27. Results-Product Leadership

28. Results-Operational Excellence

29. Results-Customer Intimacy

30. Results-Non-Profit

31. The World Today • 2.1 billion internet users (As of March 31, 2011) • Increased 480% in the last decade http://www.internetworldstats.com/stats.htm • In June, 2011 • Facebook received over 1 trillion page views • Visited by over 870 million unique users http://www.pcmag.com/article2/0,2817,2391848,00.asp