The document discusses going beyond simple social tools to enable mainstream adoption of social software. It examines how humans are social through various lenses like culture, organizations, and tools. Social interactions involve relationships, reputation, conversation, groups, sharing, identity, and collaboration. Tools need to map to human social needs and provide comfort across people, tools, and content. Social software adoption progresses from personal use to mature social systems. The Cynefin framework and differing user perspectives are also covered. Mainly, tools must understand how the majority of users are social to drive broader implementation of social features in organizations.

1. Going Beyond Simple Social
Thomas Vander Wal
DC IxDA :: Washington, DC :: 24 October 2012

2. Who is Thomas?

3. Isn’t Social Simple?

4. Tea, anyone?

5. Getting to
Mainstream

6. Goal 100%

7. Email in org took 5+
years to get to ~99%

8. Social often focuses on
edge cases, not mainstream

9. Understand how the
remaining 90% are social

10. 40+ Social Lenses

11. 5 Beginning
Social Questions

12. Is it...

13. The person

14. How humans
are social

15. Cultural influences
- or cross cultural

16. Organizational
constraints

17. Problems with the
tools / service

18. Understanding Social Software
for Mainstream Adoption

19. “I don’t want to be the company idiot!”

20. Look to human
social interactions

21. Social Scripts

22. Rethink how tools
map to human needs

23. Social Comfort

24. 3 Parts of
Social Comfort
• Social Comfort with People
• Social Comfort with Tools
• Social Comfort with Content

25. Elements of
Social Software

26. Relationships
Reputation
Conversation
Groups
Sharing
Identity Object
Collaboration
Actions
Presence

27. Collaboration
Groups
Conversation
Relationship
Reputation Build
Order
Sharing
Actions
Presence
Identity Object

28. Collaboration
Groups
Traditional
Groupware Conversation
Relationship
Reputation Build
Order
Sharing
Actions
Presence
Identity Object

29. Granular
Social Network

30. Pat
Agile Scheduling P&L Food Benefits
Connections

31. Differing Perspectives
InfoCloud Solutions, Inc. - 2008

32. Personal

33. Collective

34. Community, Groups, & Teams

35. Collaborative

36. Newbie

37. Service Owner

38. External Developer

39. Social Progressions

40. Spark

41. Campfire

42. Bonfire

43. Torch

44. Social
Scaling

45. Scaling and Functionality
D A - Personal Use
B - Serendipity
C
People Participating
C - Mature Social
Tool
B D - Complex Social
System
A
# of Objects in System
InfoCloud Solutions, Inc. - 2012

46. Dave Snowden’s
Cynefin Framework

48. Social Reticence of a Click

49. “How broadly are my
activities shared”

50. “What do others think
‘this’ means”

51. What do the features
and functions of the
tools/service do?

52. When we...

53. Offer
Approve
Kudos Interest
Hold On

54. To Summarize...

55. Run to the light of
complexity - Mike Kuinavsky

56. Questions

57. InfoCloud Solutions, Inc. - 2012