MICT - research group Media & ICT (Ghent University) Distinguishing different dimensions in social software for the optima...
introduction
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 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 d...
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) p...
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:  collaboration
dimension is prominent in   typology based on 4 C’s:  community
VACF: virtual arts centre of the future <ul><li>Imagine that if you were  a jazz fan  you could: </li></ul><ul><ul><li>lis...
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 th...
community dimension: goal setting theory “ Members assigned numeric and challenging goals will rate more than members assi...
social psychology vs. social loafing: empirical results
mock-up screenshots vonk
mock-up screenshots vonk
mock-up screenshots vonk
community fostered by  avatars
community fostered by  avatars
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, ...
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  • PresentationPeterMechant

    1. 1. MICT - research group Media & ICT (Ghent University) Distinguishing different dimensions in social software for the optimalization of consumer insight and marketing strategies
    2. 2. introduction
    3. 3. introduction
    4. 4. five C’s & the internet: from computing to communication
    5. 5. five C’s & the internet: from communication to content
    6. 6. five C’s & the internet: from communication to content
    7. 7. five C’s & the internet: from content to collaboration
    8. 8. five C’s & the internet: from collaboration to community
    9. 9. five C’s & the internet computing, communication, content, collaboration, community Nasdaq composite IXIC
    10. 10. web 2.0 or social software ?
    11. 11. key-aspects in social software
    12. 12. 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:
    13. 13. typologies for social software: Gorissen interaction hierarchy individual group
    14. 14. 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…
    15. 15. typologies for social software: Bydwad individual social discovery familiar
    16. 16. typology based on 4 C’s
    17. 17. dimension is prominent in typology based on 4 C’s: contentmanagement
    18. 18. dimension is prominent in typology based on 4 C’s: communication
    19. 19. dimension is prominent in typology based on 4 C’s: collaboration
    20. 20. dimension is prominent in typology based on 4 C’s: collaboration
    21. 21. dimension is prominent in typology based on 4 C’s: community
    22. 22. VACF: virtual arts centre of the future <ul><li>Imagine that if you were a jazz fan you could: </li></ul><ul><ul><li>listen to the concerts, </li></ul></ul><ul><ul><li>watch a video fragment, </li></ul></ul><ul><ul><li>be infomed about the new jazz news, </li></ul></ul><ul><ul><li>keep your own calendar, </li></ul></ul><ul><ul><li>share information with other jazz fans, </li></ul></ul><ul><ul><li>create your own webpage, </li></ul></ul><ul><ul><li>walk around in a 3D environment, … </li></ul></ul><ul><li>What would you say? </li></ul>
    23. 23. cost of contentproduction is getting close to zero
    24. 24. VACF: arts centre Vooruit functions as a pilot
    25. 25. Vooruit
    26. 26. content dimension: monitor
    27. 27. content dimension: use del.icio.us
    28. 28. content dimension: use flickr
    29. 29. content dimension: use last.fm
    30. 30. content dimension: use technorati
    31. 31. community dimension: pyramid of needs Pyramid of needs (Maslow & A.J. Kim)
    32. 32. community dimension: participation (Anita Blanchard) http://movielens.umn.edu
    33. 33. community dimension: collective effort model “ People will contribute more to online communities when they believe that their contributions will be unique.”
    34. 34. community dimension: goal setting theory “ Members assigned numeric and challenging goals will rate more than members assigned non-specific goals.”
    35. 35. social psychology vs. social loafing: empirical results
    36. 36. mock-up screenshots vonk
    37. 37. mock-up screenshots vonk
    38. 38. mock-up screenshots vonk
    39. 39. community fostered by avatars
    40. 40. community fostered by avatars
    41. 41. community fostered by avatars
    42. 42. partners in IBBT vacf-project www.mict.be - www.ibbt.be - www.vooruit.be
    43. 43. 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.

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