We are proud to announce that Prof. Mikołaj Jan Piskorski from Harvard Business School will keynote at nextcc14 conference in Stuttgart. Mikołaj Jan Piskorski, who often goes by Misiek, is an Associate Professor of Business Administration and Richard Hodgson Fellow in the Strategy Unit at HBS.
Misiek received his B.A and M.A. (Cantab) from University of Cambridge where he read Economics and Politics at Christ’s College. Subsequently, he received his A.M. in Sociology and Ph.D. in Organizational Behavior from Harvard University. After completing his Ph.D. he became a faculty member in the Organizational Behavior area at the Graduate School of Business at Stanford University. In 2004, he returned to Harvard to teach the Required Curriculum Strategy course in the MBA Program. He is now teaching his own Elective Curriculum course: Competing With Social Networks. In addition, Misiek teaches in Building and Sustaining Competitive Advantage, Driving Digital and Social Strategy, Media Strategies and Strategic IQ Executive Education programs as well as in a number of custom programs.
Why and How People use Social Media
Over a billion people use social platforms on the Internet, making them the most frequently visited category of sites. Misiek is an expert on why and how people use various on-line social platforms, both in the U.S. and abroad. He also studies how firms can leverage these platforms to build social strategies. He has applied many of these insights to large organizations as they seek to become more agile and use social networks to execute their strategies. He has documented this research in a book called “A Social Strategy: How We Profit From Social Media“.
Social Strategies that really work
Although anecdotes of success abound, most companies found it difficult to engage customers or move the needle on sales. To claim success, some companies started to measure how many Facebook “friends” or Twitter “followers” they have, rather than by what really matters: profits. Misiek studied over 60 companies across a wide spectrum of industries, spanning the gamut from manufacturing companies, through consumer packaged goods, all the way to services and consumer finance, and examined why some firms fail while others succeed with using social platforms to increase profitability.
He found that companies that failed to succeed on social platforms merely ported their digital strategies onto the social environments. Specifically, they continued to broadcast their commercial messages or sought feedback from their customers. Customers rejected these efforts, because their main goal on these platforms is to connect to other people, but not to companies.
In contrast, companies that experienced significant economic returns devised social strategies. These strategies build better relationships between people if people undertake corporate tasks for free. Social strategies are thus very different from digital strategies in that they build relationships between people, rather than between people and companies.
Internet and Social Media in China
Currently, Misiek works on a qualitative research project dealing with the internet economy in China. Corporations need to develop specific social strategies for different regions. Due to cultural and regulatory reasons the internet in China works completely different. As a main conclusion of digital transformation the internet and social becomes more important for customer processes. But the way how and why people use digital platforms differs significantly from European and US patterns. Therefore, it is important to research and understand the specific conditions of a regional internet economy. We are looking forward to Misiek´s specific insights and his keynote at nextcc14.