Social Media and Innovation Sara Bangloria Mentor Professor

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

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/

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

Social Media Tools • • Blogs Wikis Podcasts Social Networks ▫ Facebook, Twitter, Linked. In, Google + • Social Business Networks ▫ Yammer, Chatter • You. Tube, Vimeo, Flickr,

Abovethelaw. com

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

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

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.

Methodology • Developed List of 23 Policy Attributes/Elements • Evaluated Comprehensiveness of Each Policy Company Cisco Intel Indiana State University American Red Cross Kaiser Permanente Microsoft Nordstrom BBC Kodak Ford Motor Company The Coca-Cola Company Yahoo! Best Buy Kohl's # of Elements Included 19 14 13 12 12 11 11 10 9 9 8 6

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

Methodology • List of Policy Attributes/Elements STRUCTURE AND STYLE Separate Document Dedicated to Policy Length Short: 0 -4 pages Medium: 5 -9 pages Long: >10 pages Tone Casual: "Did you screw up? If you make a mistake, admit it. " (Intel) Formal: "Correct mistakes when needed. " (Kodak) Narrative Style Distinguish Between Business and Personal Use "Blogs, microblogs and other personal websites…would fall outside this guidance" (BBC) Social Media Allowed in the Workplace Appeal to Company Morals and Values "maintain an environment. . . that is positive, respectful and inclusive for our employees and customers" (Nordstrom)

Methodology • List of Policy Attributes/Elements EMPLOYEES Empowerment “As you put your first foot forward in participating and engaging in the social Web, we encourage you to identify the social networking media that are right for you. ” (Cisco) Employee's Legal Rights Outlined "Microsoft owns all copyrightable works prepared within the scope of your employment at Microsoft. " (Microsoft) Personal Responsibility for Comments "You are responsible for your actions. Anything you post that can potentially tarnish the Company's image will ultimately be your responsibility. " (Coca-Cola) Ramifications for Breach of Policy "Just in case you are forgetful or ignore the guidelines above, here’s what could happen. You could: Get fired …" (Best Buy) Censorship/Approval of Employee Comment

Methodology • List of Policy Attributes/Elements LEGAL MATTERS Confidentiality and Copy-Right "Do not publish, post, or release information that is considered confidential or top secret. " (Best Buy) Disclosure of Financial Information "Anything related to Yahoo! policy, inventions, strategy, financials, products, etc. that has not been made public cannot appear in your blog under any circumstances. " (Yahoo!) RESOURCES Source for Advice on Posting Inquiries "If you have any doubts about whether something is confidential, check with your manager or your LCA contacts before you post. ” (Microsoft) Definitions/Descriptions of Social Media Terms Info when contacted by Media "If a member of the media contacts you about a Yahoo!-related blog posting or requests Yahoo! information of any kind, contact PR…” (Yahoo!)

Methodology • List of Policy Attributes/Elements RECOMMENDATIONS PROVIDED List of Best Practices Correcting Mistakes "Did you mess up? Congratulations, you are now a normal human being. Admit it. Be upfront and then correct it. " (ISU) Longevity and Public Nature of Internet Postings "What you publish is widely accessible and will be around for a long time, so consider the content carefully. " (Intel) Adding Value "Don’t just funnel raw information to a community, add value. That could mean anything as vast as putting context around news, sharing your own opinions or different opinions. " (Kaiser) APPROPRIATE CONDUCT Transparency Moderating of consumers/users

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

Methodology • Companies grouped into value disciplines Product Leadership Operational Excellence Customer Intimacy Non-Profit Cisco Kaiser Permanente Nordstrom State of California Microsoft Kohl’s Best Buy Intel Ford Motor Company BBC Yahoo! ISU Coca-Cola Kodak American Red Cross

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 v. Computed prevalence of certain policy elements in each group

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ee oy w po Em ny pa To lu e ne ne To th ng Va al su Ca al m Fo r h th ng Le Le gt en rs on er Frequency 100% 90% Le s m ga en al Re l R t sp igh o Em R nsi ts pl am bili Fi na oy ific ty nc ee a Ce tio ia n l. I nf nso s r o D shi is p Co Bes clos u t rr ec Pr re tin ac ti g M ces is ta Lo ke s Ad nge v di ng ity S D ef our Val in u iti ce o e f M on ed s o Inf o f ia Co Ter M od nta ms er ct I at in nfo g U se rs Pe pl Em m t. L ng Lo m Co ee oy pl Em or iu ed M Sh Results-Operational Excellence 80% 70% 60% 50% 40% 30% 20% 10% 0% Policy Elements

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Results • Elements significant to each category Product Leadership Employee Empowerment Best Practices Longevity Operational Excellence Customer Intimacy Personal Responsibility Short Length Formal Tone Casual Tone Short Length Company Values Ramifications Formal Tone Adding Value Personal Responsibility Source of Info Financial Disclosure Personal Responsibility Best Practices Formal Tone Correcting Mistakes Moderate Users Employee Empowerment Financial Info Disclosure Employee Censorship Non-Profit Best Practices Longevity Source of Info Media Contact Info *60% significance threshold **Top tier=100% frequency

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

THANK YOU v. Professor Vijay Gurbaxani v. Calit 2 v. UROP v. SURF-IT Team

QUESTIONS?

Additional Data

Results-Product Leadership Short Length Medium Length Long Length Formal Tone Casual Tone Company Values Employee Empowerment Employee Legal Rights Personal Responsibility Ramifications Employee Censorship Financial Info Disclosure Best Practices Correcting Mistakes Longevity Adding Value Source for Advice Definitions of Terms Media Contact Info Moderating Users Element Frequency 60% 20% 80% 100% 40% 80% 40% 60% 40% 100% 60% 100% 40% 60% 40% 40%

Results-Operational Excellence Short Length Medium Length Long Length Formal Tone Casual Tone Company Values Employee Empowerment Employee Legal Rights Personal Responsibility Ramifications Employee Censorship Financial Info Disclosure Best Practices Correcting Mistakes Longevity Adding Value Source for Advice Definitions of Terms Media Contact Info Moderating Users Element Frequency 67% 33% 0% 100% 0% 33% 0% 0% 100% 67% 33% 33% 0% 0%

Results-Customer Intimacy Short Length Medium Length Long Length Formal Tone Casual Tone Company Values Employee Empowerment Employee Legal Rights Personal Responsibility Ramifications Employee Censorship Financial Info Disclosure Best Practices Correcting Mistakes Longevity Adding Value Source for Advice Definitions of Terms Media Contact Info Moderating Users Element Frequency 100% 0% 0% 33% 67% 33% 0% 33% 67% 0% 100% 67% 33% 0% 67% 0%

Results-Non-Profit Short Length Medium Length Long Length Formal Tone Casual Tone Company Values Employee Empowerment Employee Legal Rights Personal Responsibility Ramifications Employee Censorship Financial Info Disclosure Best Practices Correcting Mistakes Longevity Adding Value Source for Advice Definitions of Terms Media Contact Info Moderating Users Element Frequency 25% 50% 75% 25% 75% 0% 75% 25% 25% 50% 25% 100%

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/article 2/0, 2817, 2391848, 00. asp