Enabling social perspectives within and beyond the Enterprise Rawn Shah Practices Lead Social Software Enablement Team IBM...
Too many concepts lumped together Co-creation Community User-Generated Content Collective  Intelligence Web 2.0 Enterprise...
People apply their own filter to these concepts Facebook Blog Discussion Forum LinkedIn Twitter ? Digg Wikis Co-creation C...
Often the discussion starts around the tool they need Discussion Forum Wiki Twitter Digg ? Blog? ? ? ? ? ?
While Social Software power users argue over what to use  Discussion Forum!! Wiki!! Twitter Digg ? Blog? ? ? ? ? ?
…  others new to social software are still wondering what it is Twitter Digg Discussion  For…  Wiki!! ? Blog? ? ? ? ? ?
Even when a tool is chosen, many questions still remain  Wiki!! Who can contribute? Blog? Who can read? Who is it for? Who...
These questions really exist independently of the tool chosen ________!! Who can contribute? Blog? Who can read? Who is it...
These are questions about the  social context   Who can contribute? ? ? Who can read? Who is it for? Who chooses focus? Li...
Let’s take these questions and break them into How do I experience this social environment? What are the rules for working...
How do I experience this social environment? Social Experience
Some Web 2.0 experiences are really between each user and the provider, and only slightly social Personal
Some are between other users and a single individual Individual
Some are between a defined group of users Defined Group
Some are between an open community of users Community
Some are across a mass of users… that you really don’t even need to see Mass Collaboration
Switch gears to Democratization of the Web Democracy everywhere  What are the rules for working with others in this envir...
Centralized  social governance focuses on one or more leaders who make all the decisions… Centralized
Delegated  social governance subdivides that control and decision making  Delegated
Republic  governance moves to elected leaders who make the decisions for the rest… Republic
Starfish  social governance defines common overall principles but each local area runs independently Starfish
Swarm  social governance depends on a mass of individuals converging on select ideas out of many Swarm
Bringing together social experience & social governance  Pairing these together defines a social context Strongly-centered...
The same technology can be used in different contexts  Blog Group Blog Group Blog Strongly-centered Experience Widely-shar...
Wikis are notoriously versatile…  Wiki Wiki Wiki Wiki Wiki Wiki It is important to be clear on  which context you have in ...
The reality is…  <ul><li>Find the context that you need first, THEN match a tool that meets it </li></ul><ul><li>One conte...
Thank you <ul><li>Copy of this presentation, Questions, comments:  </li></ul><ul><ul><li>Email:  [email_address]   </li></...
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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

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  • Transcript of "Social context = Social Experience + Governance"

    1. 1. Enabling social perspectives within and beyond the Enterprise Rawn Shah Practices Lead Social Software Enablement Team IBM Software Group [email_address]
    2. 2. Too many concepts lumped together Co-creation Community User-Generated Content Collective Intelligence Web 2.0 Enterprise 2.0 Social Networks
    3. 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. 4. Often the discussion starts around the tool they need Discussion Forum Wiki Twitter Digg ? Blog? ? ? ? ? ?
    5. 5. While Social Software power users argue over what to use Discussion Forum!! Wiki!! Twitter Digg ? Blog? ? ? ? ? ?
    6. 6. … others new to social software are still wondering what it is Twitter Digg Discussion For… Wiki!! ? Blog? ? ? ? ? ?
    7. 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. 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. 9. These are questions about the social context Who can contribute? ? ? Who can read? Who is it for? Who chooses focus? Lifespan?
    10. 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. 11. How do I experience this social environment? Social Experience
    12. 12. Some Web 2.0 experiences are really between each user and the provider, and only slightly social Personal
    13. 13. Some are between other users and a single individual Individual
    14. 14. Some are between a defined group of users Defined Group
    15. 15. Some are between an open community of users Community
    16. 16. Some are across a mass of users… that you really don’t even need to see Mass Collaboration
    17. 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. 18. Centralized social governance focuses on one or more leaders who make all the decisions… Centralized
    19. 19. Delegated social governance subdivides that control and decision making Delegated
    20. 20. Republic governance moves to elected leaders who make the decisions for the rest… Republic
    21. 21. Starfish social governance defines common overall principles but each local area runs independently Starfish
    22. 22. Swarm social governance depends on a mass of individuals converging on select ideas out of many Swarm
    23. 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. 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. 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. 26. The reality is… <ul><li>Find the context that you need first, THEN match a tool that meets it </li></ul><ul><li>One context may not be enough, especially with larger or more diverse organizations </li></ul><ul><li>If a complex mix, provide a guide for users on what you intend </li></ul><ul><ul><li>Do you REALLY need it all? </li></ul></ul><ul><ul><li>User FAQs, New-to docs, Usage policies </li></ul></ul><ul><li>Be flexible, adapt to users needs over time. </li></ul><ul><li>Be careful of large scale change </li></ul>
    27. 27. Thank you <ul><li>Copy of this presentation, Questions, comments: </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Twitter: @rawn </li></ul></ul>
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