Pierre’s logs

Some principles and dynamics to think about:

• Opening up & loss of control
• The collaborative & organic nature of the medium
• The power and dynamics of network effects
• The importance of constancy and participation vs big grand gestures
• The personal intimate nature of the medium
• The importance of trust and relationship
• The always on - 24/7 nature of the web

Here are some of my quick learning take aways:

• Many of the P&G folks' thought the first task was to figure out the messaging of the campaign, where as the external folks just dived right in in plain English.
• The social web folks jumped on their networks first without necessary realizing the impact and focused on a long tail one-to-one approach figuring that network effects would take over.
• The P&G folks understood the need to identify where to get the biggest bang for their buck.
• The speed nature of the exercise brought out some incredible creativity. I had a sense that this freedom was very liberating for the P&G folks once they got into it. Some of my teammates quickly brainstormed a quick rap [yeah-it's dorky, but they did it without planning or thinking about it too much. We even got the team at Pandora to write a catchy little ditty. [Thanks Tim. It arrived a bit late, but kudos to them for jumping in. Compare that to the month long planning cycles most companies go through.
• The P&G folks were often very process oriented and the invitees where comfortable with more chaos - meeting somewhere in the middle brought out the best.
• Even the "digerati" who understand the principles of the social web stepped over the line a bit in the exuberance of the moment - to me this is a cautionary tale about the future of "influencers" and everyone's personal understanding of their relationships, networks and personal brand. Just as in the real world you are judged by your actions - so too are you judged online. Remember - Google is now the long tail of reputation.
• The need for a different set of skills and expertise - teams needed a human connector to bring it all together and a catalyst to kick it off. I see this as a growing skill set in business as a result of the social web. Think Community Manager meets Senior Executive.
via deborahschultz.com

Filed under  //   change   collaborative   collective intelligence   corporate   innovation   organic   organization   organization 2.0   participation   process   take aways   trust  

What we need is to bring knowledge to action.
And for that, we need to network and learn to think collectively.
We need to think collectively.
But why would we think collectively?
Because we are friend to each other.
Now we have the knowledge. Let’s build together our friendship.

Filed under  //   change   collective   collective intelligence   friendship   knowledge   knowledge management