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Introduction to the Social Web (2010-07-14 final) Introduction to the Social Web (2010-07-14 final) Presentation Transcript

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