Social context = Social Experience + Governance
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Social context = Social Experience + Governance

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My presentation at the Social Networking Conference in San Francisco, July 11th, 2008

My presentation at the Social Networking Conference in San Francisco, July 11th, 2008

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Social context = Social Experience + Governance Presentation Transcript

  • 1. Enabling social perspectives within and beyond the Enterprise Rawn Shah Practices Lead Social Software Enablement Team IBM Software Group [email_address]
  • 2. Too many concepts lumped together Co-creation Community User-Generated Content Collective Intelligence Web 2.0 Enterprise 2.0 Social Networks
  • 3. People apply their own filter to these concepts Facebook Blog Discussion Forum LinkedIn Twitter ? Digg Wikis Co-creation Community User-Generated Content Collective Intelligence Web 2.0 Enterprise 2.0 Social Networks
  • 4. Often the discussion starts around the tool they need Discussion Forum Wiki Twitter Digg ? Blog? ? ? ? ? ?
  • 5. While Social Software power users argue over what to use Discussion Forum!! Wiki!! Twitter Digg ? Blog? ? ? ? ? ?
  • 6. … others new to social software are still wondering what it is Twitter Digg Discussion For… Wiki!! ? Blog? ? ? ? ? ?
  • 7. Even when a tool is chosen, many questions still remain Wiki!! Who can contribute? Blog? Who can read? Who is it for? Who chooses focus? ? Lifespan?
  • 8. These questions really exist independently of the tool chosen ________!! Who can contribute? Blog? Who can read? Who is it for? Who chooses focus? ? Lifespan?
  • 9. These are questions about the social context Who can contribute? ? ? Who can read? Who is it for? Who chooses focus? Lifespan?
  • 10. Let’s take these questions and break them into How do I experience this social environment? What are the rules for working with others in this environment? Who can contribute? Blog? ? Who can read? Who is it for? Who chooses focus? Lifespan?
  • 11. How do I experience this social environment? Social Experience
  • 12. Some Web 2.0 experiences are really between each user and the provider, and only slightly social Personal
  • 13. Some are between other users and a single individual Individual
  • 14. Some are between a defined group of users Defined Group
  • 15. Some are between an open community of users Community
  • 16. Some are across a mass of users… that you really don’t even need to see Mass Collaboration
  • 17. Switch gears to Democratization of the Web Democracy everywhere  What are the rules for working with others in this environment? Social Rules and Governance
  • 18. Centralized social governance focuses on one or more leaders who make all the decisions… Centralized
  • 19. Delegated social governance subdivides that control and decision making Delegated
  • 20. Republic governance moves to elected leaders who make the decisions for the rest… Republic
  • 21. Starfish social governance defines common overall principles but each local area runs independently Starfish
  • 22. Swarm social governance depends on a mass of individuals converging on select ideas out of many Swarm
  • 23. Bringing together social experience & social governance Pairing these together defines a social context Strongly-centered Experience Widely-shared experience Centralized governance Distributed governance
  • 24. The same technology can be used in different contexts Blog Group Blog Group Blog Strongly-centered Experience Widely-shared experience Centralized governance Distributed governance
  • 25. Wikis are notoriously versatile… Wiki Wiki Wiki Wiki Wiki Wiki It is important to be clear on which context you have in mind Strongly-centered Experience Widely-shared experience Centralized governance Distributed governance
  • 26. The reality is…
    • Find the context that you need first, THEN match a tool that meets it
    • One context may not be enough, especially with larger or more diverse organizations
    • If a complex mix, provide a guide for users on what you intend
      • Do you REALLY need it all?
      • User FAQs, New-to docs, Usage policies
    • Be flexible, adapt to users needs over time.
    • Be careful of large scale change
  • 27. Thank you
    • Copy of this presentation, Questions, comments:
      • Email: [email_address]
      • Twitter: @rawn