Notes

Outline

The Future of Professional Guilds by Cynthia Typaldos Planetwork Conference June 7, 2003

www.janhauser.com

Who is Cynthia?

Cynthia’s Experience & Education Founder & President, SPM eGroup (2001-present) Principal, Typaldos Consulting (ongoing) Founder & CEO, RealCommunities (1998-2001) Acquired by Mongoose Technology 2001 Co-Founder & COO, GolfWeb (1995-1997)                                             Acquired by CBS Sportsline 1998 Instructor: Web Communities & Software Product Marketing (1990s) Univ. of Calif. at Berkeley Extension Director of SW Marketing, Director of Standards (1986-1992) Sun Microsystems Marketing, SW Engineering      Data General (now Aviion of EMC), Bank of America Education UC Berkeley – BA Chem, grad school Computer Science MIT – MBA

Articles & Mention in Press and Books re: Social Software

SPM eGroup Virtual organization whose product is the best collection of skilled software/networking marketing talent Started as a job board with target market internal & external recruiters, VCs, hiring managers Run by volunteer members with the goal of finding their next great job Morphing into a comprehensive lifelong career progression site More on SPM shortly….

Sociological Basis – Social Networks

Sociological Basis – Social Networks

Sociological Basis – Social Networks Santa Fe Research Institute Collaboration Network

Sociological Basis – Social Networks Spread of Infectious Disease

Sociological Basis – Social Networks 911 Terrorist  Network

The 12 Principles of Civilization

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What is Social Software?

Social Networking on the Web

Internet as an Enabler

History of Human Communication Tools Speech Writing Alphabet Printing Phone/Telegraph Broadcast Internet

Network Externalities

The 12 Principles of Civilization

From the 12 Principles to Software Products

White Collar Professional Guilds (ProfGuilds) Extension of the SPM eGroup, a successful career niche (software marketing) website for jobs & networking. Started to fill a real need for a client.  [www.softwareproductmarketing.com] With SPM eGroup (3,600* members) ProfGuilds has a testbed for its services Low overhead since the customers (the vertical career niche organizations a.k.a. professional guilds) are primarily staffed by volunteer/owners Process actually “creates” the customers (the professional guilds) Leverages the new reality for workers – you are your own business,  sometimes an employee, sometimes a consultant – and a key factor to success is development and visibility of a career-based identity and reputation 7 potential revenue streams

ProfGuilds facilitates “intensional networks*” “Intensional networks are egocentric networks that arise from individuals and their communication and workplace activity “The emergence of personal social networks as the main form of social organization in the workplace” “Our research on patterns of work in the information economy reveals … the rise of personal social networks as a key social structure enabling work. Rather than being nurtured by institutionalized group structures, … workers are increasingly thrown back on their own individual resources. Instead of being able to rely on various forms of teams and communities, access to labor and information comes through workers' own social networks - structures which they must carefully propagate and cultivate themselves. “To keep their network engines revved, workers constantly attend to three tasks: Building a network: Adding new nodes (people) to the network so that there are available resources when it is time to conduct joint work; Maintaining the network, where a central task is keeping in touch with extant nodes; Activating selected nodes at the time the work is to be done.”

SPM eGroup Membership Highlights: 3,800* software & networking marketing & business development professionals 39,000 combined years of relevant work experience 60% have 10 or more years of experience in software/networking marketing 20% have held VP or C-level positions 50% with MBAs; another 15% with a technical Masters 55% with a technical or business undergrad degree Worldwide membership                Now marketing –THEMSELVES!

SPM Members are Industry Leaders

SPM eGroup’s Unusual Approach

………Unusual Approach Created & managed by software/networking marketing & business development professionals Extensively uses free* web collaboration tools to manage a worldwide virtual community Using proven tactics to market the eGroup, including surveys, email campaigns, media relations and more Includes 2 eGroups: one for job seekers (SPM) and one for discussions (SPM Discussion)

SPM Volunteers 100 volunteers people with a long waiting list Organization architected for high turnover in volunteers (goal is everyone gets a job!) Volunteers sorted into teams Teams headed by VPs who draw from large talent pool (all of the members)

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Business Model Essentials SPM is just the first vertical Once revenue and processes established expand to related verticals (e.g. sw sales, sw engineering) Once dominant in the hi-tech market expand to other markets Volunteers power the verticals They have the passion, the knowledge and increase their market visibility by doing so Corporation (ProfGuilds) develops the software, processes, host the services, does key alliances, trains the volunteers in the verticals Corporation charges verticals (franchisees) for services (% of revenue)

Scientific Advisory Board Professor Mark Granovetter, Stanford University Chairman of the Sociology Dept. Article on “Strength of Weak Ties” the most widely referenced article in social networking http://www.stanford.edu/dept/soc/granovet.html Professor Anil Verma, University of Toronto Leading Industrial Relations Scholar Member of Executive Committee, International Industrial Relations Association http://www.chass.utoronto.ca/cir/faculty/avbio.html More soon…

ProfGuilds’ Revenue Sources Revenue comes from the verticals (%) Verticals derive revenue from (order in expected size of revenue stream): Membership fees Consulting (2 types) Job poster fees (including virtual job fairs) Webcasts (educational & promotional), elearning Sponsorships Certifications (with partners) Trade of professional services between members (bartering with ProfGuilds$)

Collaboration Services & Tools Used Infrastructure primarily built on top of sponsored services & tools

Commerce & Service Sites vs. The 12 Principles

Social Networking Sites vs. The 12 Principles

Professional Guilds vs The 12 Principles (1-6)

Professional Guilds vs The 12 Principles (7-12)

ProfGuilds unique added value A professional “guild” composed of all functions within an industry.  Cross-functional ties and projects are easy. Leverages the “strength of weak ties” for professional advancement using in-house developed and 3rd party software Verticals operate completely virtually using process defined by ProfGuilds and based on Cynthia’s extensive knowledge of web collaboration ProfGuilds in-house developed software allows members to have a “professional portfolio” which includes all relevant information including a verifiable reputation Members can seek out new and make visible previous  working relationships across disciplines and verticals ProfGuilds bartering (engine may be purchased)

ProfGuilds Corporate Structure Corporation – ProfGuilds Provides the services to the verticals – hosted software, payment mechanisms, training, management processes, legal documents, major partnerships Corporations or Not-for-Profits – The verticals.  Run primarily by volunteers but could have a handful of part-time paid staffers.  Member-owned and profit sharing amongst members.  Elected officials with term limits.  Each member owns completely his/her CareerPersona (professional profile) Consulting Services – come into ProfGuilds and members of the guilds can form teams and bid on the assignments.

Working Prototype of CareerPersona member profile

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Contact Information Cynthia Typaldos www.typaldos.com cynthia@typaldos.com 408 867-8875 work 408 828-1370 cell www.softwareproductmarketing.com