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A Brazilian perspective on social networks,
business schools and media
marcelo.coutinho@fgv.br @mcoutinho
Business Schools...
Business School were about social
networks long before Facebook
HBS Alumni, circa 1920
In fact, schools gave birth to
social networks studies
Source: Moreno, 1934
Fonte: Colective Dynamics Group, Columbia University
This is what the digitalization of
social networks did for the Media
SourceDigital News Report 2015 – Reuters Institute
Fonte: Digital News Report 2015 – Reuters Institute
Fonte: Colective Dynamics Group, Columbia University
Is going to do the same for content
producers like us
History repeats itself
“Control” is not an option even with the
most disciplined students in the world
How we use this technology to gain social capital,
produce knowledge, social benefits and make
some bucks in the way?
• Re...
Source: Data Never Sleeps 2.0 – Domosphere (Google, NY Times, Apple, Cisco, The Guardian)
“In an information-rich world, the wealth of
information means a dearth of something else: a
scarcity of whatever it is th...
Trust
Communication
Expertise
Social
Capital
Benefits
Emotional
1. Altruism
2. Competition
Operational
Financial
(reduced ...
How we use this technology to gain social capital,
produce knowledge, social benefits and make
some bucks in the way?
• Re...
How we use this technology to gain social capital,
produce knowledge, social benefits and make
some bucks in the way?
• Re...
We should learn from other content
producers
It is not the strongest of the species that
survives, nor the most intelligent, but rather the
one most adaptable to chang...
A Brazilian perspective on social networks,
business schools and media
marcelo.coutinho@fgv.br @mcoutinho
Business Schools...
Social_Networks_BusinessSchools_CoutinhoFGV
Social_Networks_BusinessSchools_CoutinhoFGV
Social_Networks_BusinessSchools_CoutinhoFGV
Social_Networks_BusinessSchools_CoutinhoFGV
Social_Networks_BusinessSchools_CoutinhoFGV
Social_Networks_BusinessSchools_CoutinhoFGV
Social_Networks_BusinessSchools_CoutinhoFGV
Social_Networks_BusinessSchools_CoutinhoFGV
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Social_Networks_BusinessSchools_CoutinhoFGV

Business Schools are content producers. What they can learn from Newspapers and Record Labels?

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Social_Networks_BusinessSchools_CoutinhoFGV

  1. 1. A Brazilian perspective on social networks, business schools and media marcelo.coutinho@fgv.br @mcoutinho Business Schools Media Conference São Paulo, October 2015
  2. 2. Business School were about social networks long before Facebook HBS Alumni, circa 1920
  3. 3. In fact, schools gave birth to social networks studies
  4. 4. Source: Moreno, 1934
  5. 5. Fonte: Colective Dynamics Group, Columbia University This is what the digitalization of social networks did for the Media
  6. 6. SourceDigital News Report 2015 – Reuters Institute
  7. 7. Fonte: Digital News Report 2015 – Reuters Institute
  8. 8. Fonte: Colective Dynamics Group, Columbia University Is going to do the same for content producers like us
  9. 9. History repeats itself
  10. 10. “Control” is not an option even with the most disciplined students in the world
  11. 11. How we use this technology to gain social capital, produce knowledge, social benefits and make some bucks in the way? • Recognize that attention is the most valuable resource today
  12. 12. Source: Data Never Sleeps 2.0 – Domosphere (Google, NY Times, Apple, Cisco, The Guardian)
  13. 13. “In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention”. Herbert Simon, 1971
  14. 14. Trust Communication Expertise Social Capital Benefits Emotional 1. Altruism 2. Competition Operational Financial (reduced transaction costs) Adapted from Bourdieu, 1997; Goshal, 1998; Scheinkman, 2000 Social Attention Social Capital as “Attention Currency”
  15. 15. How we use this technology to gain social capital, produce knowledge, social benefits and make some bucks in the way? • Recognize that attention is the most valuable resource today • Create the right culture
  16. 16. How we use this technology to gain social capital, produce knowledge, social benefits and make some bucks in the way? • Recognize that attention is the most valuable resource today • Create the right culture • Leverage our assets
  17. 17. We should learn from other content producers
  18. 18. It is not the strongest of the species that survives, nor the most intelligent, but rather the one most adaptable to change.
  19. 19. A Brazilian perspective on social networks, business schools and media marcelo.coutinho@fgv.br @mcoutinho Business Schools Media Conference São Paulo, October 2015

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