Build Smarter Internal and External Communities

Build Smarter Internal & External Communities via Social Networking Methodologies and Technologies ? Dan Keldsen Co-founder and Principal at Information Architected ! 1 www.InformationArchitected.com

“It’s Made of for People” What you should get out of this presentation... “Social Networking” is no fad... Best experimental playground is the public SNSes. Findability is the primary key. You need to decide what your reasons for networking are, and how best to accomplish those goals. Underlying principles stay the same, for the most part. 2

Step Back in Time... Social Networking + Venture Capital in 2002/2003 The cynic in me said “uh oh - another blackhole for investor’s money!” 3

The Applications are EVERYWHERE 4

What can social networking do for YOU? Good memory and “traditional” systems WON’T CUT IT ANY MORE You are using only 1% of your relationships on average... Until Telepathy is brought to the masses, we need help! 5

But First... Where did the premise of “Six Degrees” Come From? 6

Stanley Milgram Harvard Researcher Father of “Six Degrees” in 1967 More like NINE Degrees Some paths “can’t get there from here” (only 18 of the 98 Nebraskans made the connection) 7

Bacon Numbers Bacon Number # of Actors 0 1 1 1762 2 140433 3 380712 4 91811 5 7171 6 911 7 92 8 13 Total number of linkable actors: 622906 | Weighted total of linkable actors: 1834077 Average Bacon number: 2.944 (http://oracleofbacon.org/) 8

Customer Value Today - measure Lifetime Customer Value (an individual) Tomorrow - measure Customer Network Value (both current and expected lifetime) Score the network, target the larger chain, think BIG near-future: tie to meters/dashboards through sales, crm, marketing 9

They Speak, But Do You Hear? Internal External You don’t know WHAT you don’t know Awareness You don’t know WHO you don’t know Listen, engage, rinse, repeat! Responsiveness Customers (and employees) might actually know something

Participation You Your Organization Your Customers Your Partners Your Suppliers The World A million submarkets, of 1- to-1 conversations

Chaos Theory Magnification of Small Effects (Malcolm Gladwell - connectors, mavens, salesmen) Lorenz’ Butterfly Welcome back to the 60s (and 90s)! What seems random, isn’t - just need the math! 12

Visibility With no “map,” how can you navigate social networks? 13

With no network... There’s nothing to map or otherwise “mine” Build your network(s) first, but keep an eye on what you want to accomplish while you do 14

? Broadcast Search “Does anyone know anyone at Cisco?” “no” (thanks for the spam!) “Yes, why?” “Yes, but I’d never tell YOU!” Hours/days/weeks/months later... “Sorry, Jim (@ Cisco) doesn’t work here any more” ! 15

Federated Search Good idea for “enterprise search” why not “relationship search?” Pull contact/context into a master repository (meta or central), with privacy and security controls and radically increase productivity AND opportunities 16

The Age of Relationship Intelligence Relational Databases marked the beginning of a new age of computing It’s no accident that Social Networking Tools took this long to arrive - computing power, infinite JOINs Before you can CODE, you have to UNDERSTAND - it took physicists, sociologists, anthropologist, mathematicians, and others to understand this - and NOW we can code 17

Faces of a Stranger “They’re the faces of a stranger, but we love to try them on” Knowing there IS a relationship is step one - might be enough for your need WHAT is the relationship? HOW STRONG? 18

You are Number 6 Bacon Number of 2 Patrick was in ‘Treasure Planet’ w/Jack Based on meeting once? a Angel who was in ‘Balto’ w/Kevin phone call? Require confirmation from both parties? Common workplace, alumni, interests? Frequency of communication? Spikes in communication? Public databases/networks? Private databases? Org charts? Length of relationship? Who “owns” relationship? (Average McGoohan number: 2.947) What’s automatic/manual? 19

Who owns relationships? Your Or Your Network? Company? It’s a Wonderful Life - What happens when a connector is removed? Brother dies, Evil capitalist runs the town, Wife becomes a spinster, Pharmacist kills kids. It’s chaos! 20

Strength of Degrees Trying to sell someone 6 degrees removed? Shoot for 2-3 degrees max. Looking for an internal expert - who cares how “distant” they are? Looking for terrorists, or tracing the spread of infections? There is HIGH value in distant relationships - perhaps to 30 degrees (Non-Obvious Relationships) (finding major hubs is a shortcut however - ask me about Pareto’s Law and Power Laws) 21

The Medium is... It’s long been held that the medium is the message The ultimate medium is ... US. (you, me, and the rest of the globe) The Fabric of Society takes on a different bit of meaning, eh? Wrinkle in Time - Fold the Market, Remove the Middlemen 22

Some Solutions

nTag Infrared and RFID Stores Profiles Tracks who met who and commonalities Can watch the network grow Exchange Biz Cards Live Polls 24

LinkedIn March September September 2004 - ONE 2004 2004 new contact later 3 yearsnetwork is 1200+, His later... so not much overlap, which is an IDEAL situation 25

Facebook 26

(not just for fun) See: http://intranetblog.blogware.com/blog/_archives/2007/11/5/3336073.html 27 http://www.sda-asia.com/sda/news/psecom,id,18369,srn,4,nodeid,1,_language,Singapore.html

Contact Network (acquired by Thomson in January 2008) Read/Hear Podcast interview with Geoff Hyatt, CEO of Contact Networks: http://www.biztechtalk.com/2006/03/dan_keldsen_int_1.html 28

IBM DB2 Entity Analytic Solutions (Was NORA - SRD Software) Detects Obvious & Non-Obvious Relationships between people & organizations Enables instantaneous alerts when suspect relationships are found Supports up to 30 degrees of separation Integrates thousands of different data sources Internal & external sources Enables identity network visualization 29

What are the relationships behind your customer? Shared Phone Number Shared Address Business Partners Bank Account Co-Signer on Auto Loan Large Banking Transactions Kwain Kim and Jim Evans’ relationship Emergency Contacts may be of interest in the investigation of a money laundering ring. 30

Action Items for You

Get thee to LinkedIn Create your profile Last 3 jobs All college, university, post-grad info Add several paragraphs Overall profile For each subsection Send me an invite - seriously! To Critique and Expand your reach Start hunting for people you know Reach out, who knows who you’ll find? 32

Experiment Time!

Bookcrossing (Social Lives of Books) Read a good book, Register it on the website, get a unique BCID (BookCrossing ID number), and label it, Release it for someone else to read (give it to a friend, leave it on a park bench, donate it to charity, "forget" it in a coffee shop, etc.) 34

Dan Keldsen 617-933-9655 dk{at}InformationArchitected{dot}com www.slideshare.net/dan.keldsen www.linkedin.com/in/dankeldsen twitter.com/dankeldsen

Build Smarter Internal and External Communities

by Dan Keldsen on Mar 05, 2008

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Build Smarter Internal and External Communities — Presentation Transcript

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