Social Media,

Social Networks and Social Capital

Speech by
Bruno Mueller
on 29 September 2010
at the
American German Business Club
in Munich

Development of this presentation was done with the support of Social Media
Applications, in a team located on three continents.

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Social Capital is a sociological concept, which

refers to connections
WITHIN and BETWEEN Social Networks
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VIDEO
http://www.youtube.com/watch?v=kzCQ219bxl8

Major challenges:
 Increase Productivity
 Improve Learning Agility

Today we are still working on platforms from the

Industrial Age.

People / Planet / Economics have to come

together and we need to develop collaboration
platforms to achieve this.
Source: PeopleStreme Human Capital Management ____________

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Megatrend, the combination of Mobility, Cloud

Computing and Social Media, are supposed to
have a major impact on sociology and the existing
business fundamentals.

The question is not

Should we deal with Social Media
The question is
How we deal with Social Media
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Source: Chad Mairn

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2.a) FACEBOOK
Communication with friends, networking partners
around the globe and to some extent Brand Exposure,
is the main focus of Facebook.
Big advantage: Very User Friendly.
2.b) NING
Provides the opportunity to create one‘s own network
and involve customers and followers on an individual
relationship management platform.
2.c) GO-TO-MEETING
Allows easy web conferencing by using online
demonstration tools.
3. TWITTER
A Broadcasting Tool.
Twitter offers opportunities to support brand building
processes by sending out messages with a max.
lengths of max. 140 letters/ characters (called
MicroBlogging).
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Where should we focus our Attention?
Hundreds, maybe thousands of Social Media
Applications are available today.
Most importantly, which sites and tools are best for
promoting our personal interests, and which are
not worth to consider (from my point of view)?
 Promoting our business
 Branding our company, our Name
 Attracting followers and customers with content
and by delierving true value add
Our focus today: Volume Applications
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Lean Social Media Landscape
1. BUSINESS NETWORKS (LINKED-IN & XING):
LinkedIn and XING are Social Networking sites for
professionals, offering a variety of applications and
services.
As such, using these effectively can help build your
brand‘s professional presence, as well as connecting
with customers.
1.a) LINKED-IN
August 2010: More than 75 million registered users,
spanning more than 200 countries.
1.b) XING
August 2010: More than 10 million registered users,
mainly used in Europe.
4.a) GOOGLE
A multinational Public Cloud Computing-, Internet
Search-, Adversiting Technology Corporation.
Google runs over 1 Million servers in data centres
around the world and processes over 1 Billion search
requests per day.
4.b) YouTube
The largest video platform including Networking and
Relationship Management features, owned by Google.
5. SKYPE
Owned by Google, free of charge communications
platform, using Voice over IP Technology.
6. DROPBOX
A Web based Hosting Service, which uses Cloud
Computing to enable users to store and share files and
folders online across the Internet.
7. DELICIOUS
Is the market leader in Social Bookmarking.
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Web 1.0
One way Communication
APPLICATION: The advantage of sending
Electronic Mails

Web 2.0
Two-Way Communication
APPLICATION: Dialogue is possible with people
connected to the internet
worldwide

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Source: Dion Hinchcliffe

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Web 3.0
"Semantic Web" or "The Internet of Things"
APPLICATION: 1. Better results on Search
Engines;
2. Everything will be connected

WEB 4.0
Connecting Knowledge and Intelligence

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Source: Radar Networks & Nova Spivack

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Semiconductors underlies Moore’s Law and

the Economies of Scale Forces:

TODAY: 100.000 transistors cost less than a

grain of rice

1952: 1 transistor (7 Euro)

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Demonstration of mobile phones:

 S3 (Introduced 1993)
 iPhone (State of the Art today)

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The Internet of THINGS

Everything and anything will be connected:

 M2M (Machine-to-Machine) Technology

 Intelligent Sensors
 Improved mobile Transmission Technologies

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First: Definition of ...

 one’s profile (Unique Selling Proposition /
Product Services / References/ Partners /...)
 target market, target clients

IT Resources
(Homepage / Blog / Social Media Applications / ...)

Go live by sending out content aligned to your

company philosophy. Attract followers, and clients.

Check out people visiting your Internet profiles

and react promptly and accordingly

Stay in touch with people.

Content! Content! Content!
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Meet customers in person, if possible:

Create trust between yourself, and inform

customers what your company can offer in terms
of services.

Personal Branding is the KEY-TO-SUCCESS.

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Major obstacle we have to overcome:

"Industrial Age"
vs.
"Co-Creativity" Management Styles.

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EXAMPLE for a Co-Creativity Management Style

to achieve results.

Tools used to achieve the results presented in this

speech

 Telephone / Skype
 Dropbox, Delicious
 Meetings in Munich
 No mail but instead Facebook for fast realtime
communication
 PR: LinkedIn / Xing
 Facebook as realtime Communications Tool

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The Triple Bottom Line (TBL) captures an

expanded Spectrum of Values and Criteria for
measuring Organizational and Societal Success
(Economic, Ecological, Social).

Objective of the TBL is to have fair PROFITS,

together with PEOPLE on a regenerating and
viable PLANET.

Intersections:
 Equitable
 Bearable - Manageable
 Viable

Intersection of all circles (the "Sweet Spot"):

 Sustainable
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Are you interested in learning more about us, our

Business Enabling Services?
Please kindly contact us.

XING http://www.xing.com/profile/Bruno_Mueller31

LinkedIn http://de.linkedin.com/in/bmuellermunich

Email Bruno.Mueller@listerus.com

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