Introduction to the Social Web<br />July 14, 2010<br />
Shared Language<br />Every person comes to a group with different experience.<br />To join a culture, each person must lea...
Shared Language<br />Every culture creates for itself a Shared Language<br />The process of creating a Shared Language is ...
The Problem<br />So what is the problem we are trying to solve?<br />Rapid Change!<br />
Rapid Change<br />So what is changing?<br />Product Proliferation<br />
Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />
Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />
Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />...
Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />...
Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />...
Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />...
Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />...
Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />...
Joining the Conversation<br />There is only one way to manage this rapid change<br />Find others to help you!<br />Join th...
The Social Web<br />So where is this place that we are going to converse? It’s called the Social Web<br />So what is the S...
Social Networks<br />So what areSocial Networks?<br />“A web of interconnected people who directly or indirectly interact ...
Social Networks<br />So what are Social Networks?<br />“A web of interconnected people who directly or indirectly interact...
Social Networks<br />Types of Relationships?<br />Kinship<br />Friendship<br />Financial exchange<br />Common beliefs<br /...
Social Networks<br />Why are Social Networks so powerful?<br />Connections are exponential<br />Tier Three people are thos...
Social Networks<br />However, the hierarchy above doesn’t accurately describe what really happens<br />Every Tier One infl...
Social Networks<br />Also, the interactions between different social networks may not be intuitively obvious<br />People c...
Social Networks<br />These are are some of the people that are between the networks<br />Connectors — connect people to ea...
Social Networks<br />Facebook is not a Social Network<br />Facebook offers services to Social Networks<br />Thus it is mor...
Social Media<br />So what is Social Media?<br />“The online technologies and practices that people use to share opinions, ...
Parking Lot Indicator<br />
Social Media<br />Above all, Social Media is about conversations<br />They are personal and authentic<br />They are vibran...
Social Media<br />Five Rules of Conversation— doc searls<br />The purpose of conversation is to create and improve underst...
Social Media<br />Social Media as an umbrella term does not include all of the Social Web<br />In fact, much of the abuses...
Social Networks<br />Tell of an example of use of Social Media that you love?<br />How about Social Media use you hate? (i...
Social Software<br />So what is Social Software?<br />“Software that supports group interaction.”— clay shirky<br />“Softw...
Social Software<br />So what are some kinds of social software?<br />
Forums &<br />Online<br />Communities<br />Blogs<br />Social<br />Networking<br />Services<br />Media Sharing<br />Life St...
Blogs<br />What is a “Blog”?<br />“A frequent and chronological publication of personal thoughts, pictures and weblinks”<b...
Blogs<br />As a collective, the blogosphere rivals any mass media in terms of reach, time spent, and their wider cultural,...
Dark Side of Social Software<br />Social Software<br />
Dark Side of Social Software <br />Software that gets spammed-- clay shirky<br />Social Software<br />
Dark Side of Social Software <br />Software that gets spammed-- clay shirky<br />Software that gets trolls-- sunir shah<br...
Dark Side of Social Software <br />Software that gets spammed-- clay shirky<br />Software that gets trolls-- sunir shah<br...
Web 2.0<br />So what is Web 2.0?<br />“The technology and web design to enhance creativity, information sharing, and colla...
The Social Web<br />So what are the technologies of <br />Web 2.0?<br />Open Data Formats<br />RSS, HTML, XML, Atom, ...<b...
The Social Web<br />http://www.mirnabard.com/2010/02/15-categories-of-social-media/<br />
Social Media Glossary<br />http://www.socialbrite.org/sharing-center/glossary/<br />
Questions? Feedback?ChristopherA@LifeWithAlacrity.com<br />
VIDEO: Lefever, L. (2007, June 27) Commoncraft, Seattle, WA USA. Retrieved from http://commoncraft.com/video-social-networ...
VIDEO: Wesch, M. (2007, May 08) Digital Ethnography, Kansas State University, Manhattan, KS, USA. Retrieved from http://ww...
VIDEO: Qualman, E. (2010, May 27) Socialnomics. Retrieved from http://www.youtube.com/watch?v=lFZ0z5Fm-Ng<br />Social Medi...
More resources…<br />http://delicious.com/christophera/<br />bgimgt566sx/unit1<br />
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  1. 1. Introduction to the Social Web<br />July 14, 2010<br />
  2. 2. Shared Language<br />Every person comes to a group with different experience.<br />To join a culture, each person must learn the Shared Language of that culture.<br />
  3. 3. Shared Language<br />Every culture creates for itself a Shared Language<br />The process of creating a Shared Language is essential for group formation<br />We already have Shared Language<br />Opening Circle<br />Check In<br />Appreciation<br />The purpose of this workshop is to begin to create a Shared Language for the Social Web<br />
  4. 4. The Problem<br />So what is the problem we are trying to solve?<br />Rapid Change!<br />
  5. 5. Rapid Change<br />So what is changing?<br />Product Proliferation<br />
  6. 6. Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />
  7. 7. Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />
  8. 8. Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />Fragmentation & Disintermediation<br />
  9. 9. Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />Fragmentation & Disintermediation <br />Rise of Active Participation<br />
  10. 10. Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />Fragmentation & Disintermediation <br />Rise of Active Participation<br />Demand for Authenticity<br />
  11. 11. Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />Fragmentation & Disintermediation <br />Rise of Active Participation<br />Demand for Authenticity<br />The Long Tail<br />
  12. 12. Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />Fragmentation & Disintermediation <br />Rise of Active Participation<br />Demand for Authenticity<br />The Long Tail<br />Exponential Times<br />
  13. 13. Rapid Change<br />So what is changing?<br />Product Proliferation<br />Media Proliferation<br />Access Proliferation<br />Fragmentation & Disintermediation <br />Rise of Active Participation<br />Demand for Authenticity<br />The Long Tail<br />Exponential Times<br />Climate Change<br />
  14. 14. Joining the Conversation<br />There is only one way to manage this rapid change<br />Find others to help you!<br />Join the Conversation!<br />
  15. 15. The Social Web<br />So where is this place that we are going to converse? It’s called the Social Web<br />So what is the Social Web?<br />It is Social Networks of people having conversations<br />Who are sharing Social Media<br />It functions using Social Softwareapplications<br />And takes advantage of the toolchest of open technologies called Web 2.0<br />
  16. 16. Social Networks<br />So what areSocial Networks?<br />“A web of interconnected people who directly or indirectly interact with or influence each other.”— divers hands<br />
  17. 17. Social Networks<br />So what are Social Networks?<br />“A web of interconnected people who directly or indirectly interact with or influence each other.”<br />The web of connections that make up the structure of a Social Network are as important as the nodes<br />The information that flows through these relationships are two-way, i.e. they are conversations<br />
  18. 18. Social Networks<br />Types of Relationships?<br />Kinship<br />Friendship<br />Financial exchange<br />Common beliefs<br />Common interests<br />Common culture<br />
  19. 19. Social Networks<br />Why are Social Networks so powerful?<br />Connections are exponential<br />Tier Three people are those that influence hundreds<br />Tier Two people are those that influence thouse hundreds, and thus influence thousands<br />Tier One people are those that can influence ten’s of thousands<br />
  20. 20. Social Networks<br />However, the hierarchy above doesn’t accurately describe what really happens<br />Every Tier One influencer is surrounded by other people<br />Even a small Tier Three people can have strong influence on Tier Ones, thus have influence on thousands<br />Social networks are fractal<br />
  21. 21. Social Networks<br />Also, the interactions between different social networks may not be intuitively obvious<br />People can connect the social networks in many different ways<br />
  22. 22. Social Networks<br />These are are some of the people that are between the networks<br />Connectors — connect people to each other<br />Mavens — connect people through sharing knowledge<br />Influencers — Use knowledge to engage and persuade<br />
  23. 23. Social Networks<br />Facebook is not a Social Network<br />Facebook offers services to Social Networks<br />Thus it is more properly a Social Networking Service<br />It is is Facebook’s interest to claim they are the Social Network<br />If Facebook were to close today, the Social Networks it serves would still exist<br />
  24. 24. Social Media<br />So what is Social Media?<br />“The online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.”— divers hands<br />News & Stories<br />Places & Events<br />Speech & Audio<br />Photos & Videos<br />
  25. 25. Parking Lot Indicator<br />
  26. 26. Social Media<br />Above all, Social Media is about conversations<br />They are personal and authentic<br />They are vibrant and emergent<br />They are two-way — you must listen then respond<br />They can’t be controlled or organized without losing their value<br />
  27. 27. Social Media<br />Five Rules of Conversation— doc searls<br />The purpose of conversation is to create and improve understanding — not to “deliver messages”<br />There is no “audience” in conversation, only partners<br />People in conversations don’t repeat the same thing over and over — they move on<br />Conversations are about listening and talking, not announcing<br />Conversation is live, and constantly moving and changing<br />
  28. 28. Social Media<br />Social Media as an umbrella term does not include all of the Social Web<br />In fact, much of the abuses of the Social Web are cause by old-style Madison Ave. marketing<br />They are attempting to co-opt the Social Web by returning it to be a one-way medium<br />For Social Media to be effective, it must be two-way, i.e. conversational<br />
  29. 29. Social Networks<br />Tell of an example of use of Social Media that you love?<br />How about Social Media use you hate? (i.e. what's an annoying/marketing/self-promoting use of social media that drives you nuts?)<br />
  30. 30. Social Software<br />So what is Social Software?<br />“Software that supports group interaction.”— clay shirky<br />“Software that supports, extends, or derives value from human social behavior.”— tom coates<br />
  31. 31. Social Software<br />So what are some kinds of social software?<br />
  32. 32. Forums &<br />Online<br />Communities<br />Blogs<br />Social<br />Networking<br />Services<br />Media Sharing<br />Life Streaming<br />Podcasts<br />
  33. 33. Blogs<br />What is a “Blog”?<br />“A frequent and chronological publication of personal thoughts, pictures and weblinks”<br />
  34. 34. Blogs<br />As a collective, the blogosphere rivals any mass media in terms of reach, time spent, and their wider cultural, social and political impact.<br />Blogging today must be embraced whether you are a technologist, a marketer, advertising professional, content producer, or a teacher.<br />
  35. 35. Dark Side of Social Software<br />Social Software<br />
  36. 36. Dark Side of Social Software <br />Software that gets spammed-- clay shirky<br />Social Software<br />
  37. 37. Dark Side of Social Software <br />Software that gets spammed-- clay shirky<br />Software that gets trolls-- sunir shah<br />Social Software<br />
  38. 38. Dark Side of Social Software <br />Software that gets spammed-- clay shirky<br />Software that gets trolls-- sunir shah<br />Software that gets you laid-- jamiezawinski<br />Social Software<br />
  39. 39. Web 2.0<br />So what is Web 2.0?<br />“The technology and web design to enhance creativity, information sharing, and collaboration among users”— anonymous<br />
  40. 40. The Social Web<br />So what are the technologies of <br />Web 2.0?<br />Open Data Formats<br />RSS, HTML, XML, Atom, ...<br />Open APIs<br />REST, Ajax, OpenID, oAuth, ...<br />Open Approaches<br />Form≠Content, Mashups, Aggregation, Filtering, Tagging, Folksonomy, ... <br />
  41. 41. The Social Web<br />http://www.mirnabard.com/2010/02/15-categories-of-social-media/<br />
  42. 42. Social Media Glossary<br />http://www.socialbrite.org/sharing-center/glossary/<br />
  43. 43. Questions? Feedback?ChristopherA@LifeWithAlacrity.com<br />
  44. 44. VIDEO: Lefever, L. (2007, June 27) Commoncraft, Seattle, WA USA. Retrieved from http://commoncraft.com/video-social-networking<br />Social Networking in Plain English<br />ABSTRACT: “Social Networking in Plain English introduces the basic ideas behind Social Networking. The video focuses on the role of social test networking in solving real-world problems. The video includes: The role of people networks in business and personal life; The hidden nature of real-world people networks; How social networking sites reveal hidden connections; The basic features of social networking websites.”<br />
  45. 45. VIDEO: Wesch, M. (2007, May 08) Digital Ethnography, Kansas State University, Manhattan, KS, USA. Retrieved from http://www.youtube.com/watch?v=NLlGopyXT_g<br />The Machine is Us/ing Us (Final Version)<br />POETIC TRANSCRIPT: “We Are the Web, When we post and then tag pictures, teaching the Machine to give names, we are teaching the Machine., Each time we forge a link, we teach it an idea. Think of the 100 billion times per day humans click on a Web page, teaching the Machine”<br />
  46. 46. VIDEO: Qualman, E. (2010, May 27) Socialnomics. Retrieved from http://www.youtube.com/watch?v=lFZ0z5Fm-Ng<br />Social Media Revolution 2 (refresh)<br />ABSTRACT: “Social Media Revolution 2 is a refresh of the original video with new and updated social media & mobile statistics that are hard to ignore. Based on the book Socialnomics by Erik Qualman.”<br />
  47. 47. More resources…<br />http://delicious.com/christophera/<br />bgimgt566sx/unit1<br />

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