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Perspectives on decentralized organizations at South by Southwest Interactive Festival

As technology has increasingly created a number of self-organizing online or real communities, companies are also experimenting with cultural changes such as  decentralization.

This trend was discussed in depth at the South by Southwest Interactive Festival, led by Amgen, Inc. Executive Director James Taylor, Burning Man Human Resources Manager Kat Steinmetz, and Second Life Founder Phillip Rosedale.  These professionals discussed the burning question of “Decentralized Organizations: Do They Really Work?” Highlights …

Thought leader and author of The Future of Work Thomas Malone shared insights into why things are changing

  • “For the first time we can have big business economy of scale and small business human culture.”
  • “We’re in the early stage of change in business, similar to change we saw in democracy/government”
  • “Old structure for corporations are based on efficiency. Today’s is about innovation; new focus is intelligence”
  • “Benefits of decentralized decision-making are exactly the same as drivers for business success-innovation and flexibility”

Exploring and using non-traditional techniques to structure their organization

  • It’s not just about cool tech startups (example Zappos model), huge productivity boost
  • Burning Man has no CEO. Instead 6 execs who decide by consensus. Slows decision-making, but speeds up implementation
  • We need to rethink the efficiency metric, place more emphasis on collective intelligence
  •  The point is to build community, not to be efficient

The future forecast for organizations is uncertain

  • In a few years maybe no one will work for technology companies. Employment is going to change so substantially.
  • Anonymous surveys, voting systems for both customers and internal employees, organic management, and peer-based recognition systems are becoming more commonly used

Thanks for your insight, @bombaycowgirl, @ACoulton, and @CofoMan!

From Fans to Advocates: Creating an Active Fan Base | OMMA Social

We have all used it: The Like button on Facebook.  This simple button allows you to publicy share your interests in everything from hobbies, to music, to brands.  The Like button is great for exposure, but how do you, as a brand, get your fans to go beyond the Like and become a more outspoken consumer?  Through engaging them with carefully crafted content!

Dr. Augustine Fou, founder and CEO of Marketing Science Consulting Group, moderated OMMA Social Panel, “From Passive to Active: Stimulating Your Fan Base Into Social Action.”

Use these tips to learn how to rile your fans and consumers to be active and long-term spokespersons for your brand.

The Panel

Social media

  • Drives brand strategy
  • Engages consumers & promotes conversation:  Ask questions, get answers
  • Informs brands of consumers behaviors
  • Reduces risk through consumer behavior study
  • Adds another dimension to your campaign(s)

Best practices

  • Focus on community
  • Enable communication/peer research
  • Give advice and reviews
  • Give audience some control
    • Social amplification is done best when carried out by the audience, not the brand
  • Handle your own social campaigns

How Intel uses social

  • To identify and learn consumer needs
  • Then use insights to feed product innovation
  • Intel is always keeping conversations and content flowing

 Branding

  • People share to feel that they matter: Brands should do the same on social
  • Educate your team to be content creators & get over one-way advertising
  • Find social influencers who are passionate about your brand!

Content

  • Look at your content process:  Content planning is essential
  • Share things that are relevant and grasp attention
  • Social is one-to-one conversation
  • Focus on Facebook content strategy more than ad strategy

In social, content is KEY!  This cannot be stressed enough.  When ‘doing’ social, create content that is compelling and conversational: Make your fans more than an audience: advocates for your brand.

See footage of the panel 

Thanks for your Tweets