EMPOWER YOUR BUSINESS THROUGH SOCIAL MEDIA AND COLLABORATION

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1 Short Focused Program EMPOWER YOUR BUSINESS THROUGH SOCIAL MEDIA AND COLLABORATION OPERATIONS AND ICTs Barcelona, June 20-23, 2011

2 EMPOWER YOUR BUSINESS THROUGH SOCIAL MEDIA AND COLLABORATION What impact will social media have on my business and how can I take advantage of it? What is crowdsourcing and why is it important? How can collaboration boost business initiatives, foster customer loyalty and enhance productivity? Social media and collaboration technologies, such as blogs, wikis, social networks, micro-blogging and other Web 2.0 tools, have had a profound impact on business in recent years. Although social media is often the exclusive domain of marketing, PR or sales departments, it affects the entire value chain. Business leaders can harness the power of this new way of engaging customers and employees and gain a competitive edge. The program Empower Your Business Through Social Media and Collaboration will help executives and managers understand how different approaches to social technologies can strengthen business initiatives, boost productivity, increase customer loyalty and improve knowledge transfer. Led by IESE faculty experts, the program examines the impact of social networks and the business opportunities they present. Participants will analyze how to design and manage their social media strategies, as well as the processes and challenges of creating collaborative platforms. SOCIAL MEDIA COLLABORATION QUESTIONS CONVENTIONAL THINKING AND REINFORCES THE PREMISE THAT THE HIGHEST ADDED VALUE INNOVATION COMES FROM OUTSIDE THE ORGANIZATION. SANDRA SIEBER Academic Director Associate Professor of Information Systems

3 KEY TAKE-AWAYS Develop a roadmap for engaging your customers through social media Learn how to leverage online communities to create better products and services Explore how to streamline internal knowledge sharing and facilitate training and development with social technologies Understand how to utilize the global virtual talent pool and extract business value from crowdsourcing Identify the main steps involved in developing a social strategy and governance framework for your business Analyze up-to-date cases and gain insights from cutting-edge IESE research WHO SHOULD ATTEND This intensive program is designed for midlevel to senior managers with IT or non-it backgrounds. Given the emergent nature of initiatives within technology-driven environments and their potential impact on all business areas, managers from diverse functional backgrounds, and from various levels of the organizational hierarchy, are encouraged to attend. APPROACH The program incorporates a number of highly dynamic and interactive teaching approaches, including group discussions, class lectures and the case-study method. Widely used in executive education, the case-study method is an intense, challenging approach that requires participants to make business decisions and take action by analyzing, arguing and defending their recommendations against a multitude of equally plausible solutions. PROGRAM OUTLINE The program will focus on the three key areas where businesses can extract the most value from social media and collaboration today: connecting with customers, empowering employees and leveraging crowdsourcing. The curriculum will also include a more general discussion on how to develop a strategy and a governance framework to ensure the success of social initiatives. Connect With Your Customers The rise of consumer social media has created an unprecedented opportunity for savvy companies to foster a direct, real-time conversation with current and prospective customers. The program will explore cases of customer-facing initiatives in both the B2C and B2B domains to help participants distinguish the differences between successful initiatives and those that fell short of their objectives. The cases will span different functional areas, including marketing, customer service and social innovation. Empower Your Employees Deploying social collaboration technologies within the organization can enhance the flow of information across organizational silos and capture relevant business knowledge. Internal professional communities, employee-driven knowledge wikis, and corporate social learning platforms are gaining traction at many organizations. However, these initiatives can also pose significant challenges. Ensuring the success of internal social collaboration goes well beyond installing the right tools and technologies: it requires building the right social framework and ensuring its fit with the organizational culture. The program will provide examples of how social collaboration can be leveraged to empower employees and identify key challenges and success factors in carrying out such initiatives. Tap Into the Virtual Talent Pool Social collaboration enables companies to make the most of the vast talent pool offered by the global Internet audience. From hiring a virtual workforce assistant or gleaning ideas for creative design, to sourcing complex software from an online community of developers, crowdsourcing is changing the way organizations operate. The program will evaluate the main benefits and limitations of crowdsourcing, identify key crowdsourcing models, and help participants understand which models work best for different types of projects and tasks. Make the Vision a Reality To take full advantage of the diverse opportunities social media and collaboration offer your business, you need to develop a comprehensive social strategy. The strategy must encompass all areas of the value chain and be oriented towards specific value drivers. In addition, companies should establish a robust governance framework aimed at minimizing risks and guiding decision making around social initiatives. Participants will explore common approaches and key trade-offs involved in making social initiatives a success at the enterprise level.

4 FACULTY Sandra Sieber Academic Director Associate Professor of Information Systems Ph.D. in Management, Sandra Sieber s main areas of interest include ICT-enhanced innovation and the changes in the workplace brought about by adopting new technologies. She has a particular interest in industries that have been transformed by technological advances, such as telecommunications, banking, and media and entertainment. Her research also underscores the need for improved user knowledge about IS, especially when it plays a strategic role in the organization. Prof. Sieber has published scholarly and general articles in national and international journals, magazines and newspapers, and has contributed to several books. Josep Valor Professor of Information Systems Ph.D. in Operations Research, Massachusetts Institute of Technology Josep Valor s research examines the impact of ICTs on competitiveness and industry structure, particularly in the telecommunications, media and IT sectors. Prof. Valor led the Spanish Prime Minister s Task Force to devise a national strategy to promote information technology and help bring about the information society. He has authored several books on the information telecommunications hyperindustry and information systems management, and his research has appeared in prestigious academic journals. He currently serves on the editorial board of Information and Management. Javier Zamora Evgeny Káganer Assistant Professor of Information Systems Ph.D. in Business Administration (Information Systems), Louisiana State University Evgeny Káganer teaches MBA and executive courses in IT management and online business strategy. His research examines IT innovation diffusion, industry transformations and web-enabled business models. Recent projects include work on the enterprise use of social media and the development of online crowdsourcing and microsourcing models. Prof. Káganer has presented at important international conferences and his research has appeared in the Journal of the Association for Information Systems and the European Journal of Information Systems. Lecturer of Information Systems Ph.D. in Electrical Engineering, Columbia University Javier Zamora s areas of expertise include multimedia innovation, social media initiatives and cloud computing. He is co-founder of InQBarna, a company that specializes in developing multimedia networking applications for smartphones. Prof. Zamora served as the director of product development at Xbind, a New York-based company that offers video transmission over data networks. Prof. Zamora is the author of five publications in international journals, fifteen technical contributions to standards bodies, and two international patents on digital home architecture and services.

5 DATES & VENUE June 20-23, 2011 Av. Pearson, Barcelona Spain FEES THE LEARNING ENVIRONMENT provides an integrated learning experience that promotes professional development and fosters meaningful exchange and networking among program participants. IESE s Barcelona campus and New York center feature state-of-theart learning technologies that meet the highest standards for executive education SFP CALENDAR SHORT FOCUSED PROGRAMS Empower Your Business Through Social Media and Collaboration is included in IESE s portfolio of Short Focused Programs (SFPs), designed for results-oriented managers to address the most relevant business challenges and reflect on the latest management advances. IESE s SFPs combine innovative learning methods and real-life case studies to help participants meet current and future business challenges. Registration Fee:... 3,975 IESE Members:... 3,580 Fees include: Tuition Meals and coffee breaks Study materials and documentation HOW TO APPLY Apply on line at: Application deadline: May 27, 2011 Enrollment is limited and registration is taken in strict order of receipt, so early application is encouraged. Strategic Management The Innovation Architect: Creating Breakthrough Companies Barcelona, March 16-17, 2011 New York City, June 6, 2011 Getting Things Done Barcelona, May 17-20, 2011 Global Business: Making the Matrix Work New York City, June 20-22, 2011 Making Social Responsibility Work: The Cornerstone of Sustainable Business Barcelona, July 4-8, 2011 Leadership and People Management High-Performance Negotiator Barcelona, January 18-20, 2011 Develop Your Communication Skills: It s How You Tell Them! Barcelona, March 22-24, 2011 Create Effective Virtual Teams Barcelona, April 6-7, 2011 Developing Leadership Competencies Barcelona, November 8-11, 2011 Operations and ICTs Achieving Operational Excellence and Strategic Coherence Barcelona, February 22-25, 2011 Empower Your Business Through Social Media and Collaboration Barcelona, June 20-23, 2011 Industry Specific Optimizing Your Retail Business: Best-in-Class Operations and Customer Service Barcelona, June 1-2, 2011 Advanced Digital Media Strategies New York City, June and Fall 2011 Marketing Media Brands: Monetizing Audiences and Content September 20-22, 2011 Arts and Cultural Management: The Business Side of Leading Cultural Organizations New York City, October 3-5, 2011 CONTACTS M. Isabel de Muller Short Focused Program Director Executive Education Alexander Marcos Walker SFP Associate Director Executive Education Tel.: sfp@iese.edu Please visit our website:

6 HARNESS THE POWER OF SOCIAL MEDIA AND COLLABORATION TO STRENGTHEN TIES WITH CUSTOMERS, EMPOWER YOUR EMPLOYEES AND LEVERAGE CROWDSOURCING. Av. Pearson, Barcelona, Spain Tel.: Fax: Camino del Cerro del Águila, 3 (Ctra. de Castilla, km 5,180) Madrid, Spain 165 W. 57 th Street New York, NY USA