PresentationPeterMechant

MICT - research group Media & ICT (Ghent University) Distinguishing different dimensions in social software for the optimalization of consumer insight and marketing strategies

introduction

five C’s & the internet: from computing to communication

five C’s & the internet: from communication to content

five C’s & the internet: from content to collaboration

five C’s & the internet: from collaboration to community

five C’s & the internet computing, communication, content, collaboration, community Nasdaq composite IXIC

web 2.0 or social software ?

key-aspects in social software

defining social software Social software is defined as: software that enables communication through digital technologies during which people connect, converse, collaborate, manage information and/or form online networks in a social, bottom-up fashion a) is mediated through digital technology ; b) enables communication ; c) helps people reach certain goals – it enables content(management), communication, collaboration and community(forming); d) works bottom up . Social software:

typologies for social software: Gorissen interaction hierarchy individual group

typologies for social software: Mayfield avatars virtual referral private communication conversational in-person (f-2-f) physical declarative explicit for example: that foster connections network types social software creates…

typologies for social software: Bydwad individual social discovery familiar

typology based on 4 C’s

dimension is prominent in typology based on 4 C’s: contentmanagement

dimension is prominent in typology based on 4 C’s: communication

dimension is prominent in typology based on 4 C’s: collaboration

dimension is prominent in typology based on 4 C’s: community

VACF: virtual arts centre of the future

Imagine that if you were a jazz fan you could:

listen to the concerts,

watch a video fragment,

be infomed about the new jazz news,

keep your own calendar,

share information with other jazz fans,

create your own webpage,

walk around in a 3D environment, …

What would you say?

cost of contentproduction is getting close to zero

VACF: arts centre Vooruit functions as a pilot

Vooruit

content dimension: monitor

content dimension: use del.icio.us

content dimension: use flickr

content dimension: use last.fm

content dimension: use technorati

community dimension: pyramid of needs Pyramid of needs (Maslow & A.J. Kim)

community dimension: participation (Anita Blanchard) http://movielens.umn.edu

community dimension: collective effort model “ People will contribute more to online communities when they believe that their contributions will be unique.”

community dimension: goal setting theory “ Members assigned numeric and challenging goals will rate more than members assigned non-specific goals.”

social psychology vs. social loafing: empirical results

mock-up screenshots vonk

community fostered by avatars

partners in IBBT vacf-project www.mict.be - www.ibbt.be - www.vooruit.be

photo credits & sources pictures from : google earth, flickr, last.fm, del.icio.us, technorati, blooberry.com, wikipedia, nasdaq.com, alexa, pandora, ibbt, vooruit, movielens & workspace unlimited sources :  Winston, D. (2003). Digital democracy and the new age of reason. In H. Jenkins & D. Thorburn (Eds.), Democracy and new media (pp. 113-132). London: MIT Press.  Gorissen, P. (2006). Social software in het onderwijs. Available at: http://www.gorissen.info/Pierre/files/socialsoftwarev2p0.pdf.  Mayfield, R. (2003). Social networking models. Available at: http://radio.weblogs.com/0114726/2003/03/30.html#a376.  Dybwad, B. (2005). Approaching a definition of web2.0. Available at: http://socialsoftware.weblogsinc.com/2005/09/29/approaching-a-definition-of-web-2-0/.  Lovink, G. (2005). The principle of notworking. Concepts of critical internet culture. Available at: https://projects.ibbt.be/vacf/fileadmin/user_upload/frontendfiles/ol9-050224-lovink.pdf.  Rosen, C. (2004/2005). The Age of Egocasting. The New Atlantis (7), 51-72.  Kim, A. (2000). Community Building on the Web : Secret Strategies for Successful Online Communities. Peachpit Press.  Beenen, G., Ling, K., Wang, X., Chang, K., Frankowski, D., Resnick, P., Kraut, R. et al. (2004). Using social psychology to motivate contributions to online communities. Paper presented at the Proceedings of the 2004 ACM conference on CSCW.  O'Reilly, T. (2005). Web 2.0: Compact Definition? Available at: http://radar.oreilly.com/archives/2005/10/web_20_compact_definition.html.  Allen, C. (2004). Tracing the Evolution of Social Software. Available at: http://www.lifewithalacrity.com/2004/10/tracing_the_evo.html.  Boyd, S. (2005). Are you ready for social software? Darwin Magazine, Available at: http://www.stoweboyd.com/message/2006/10/are_you_ready_f.html.