Leading to new services and new
The Long Tail - Chris Anderson
Connecting weak ties in “the long tail”
Communities: sense making in the
long tail society
Social class replaced by Afﬁnity, Commitment and Attention
McKinsey: 40% knowledge work:
“Depending on knowledge, experience,
estimation capacity and creativity of
The new digital divide
2.0 believers in organisations
(strugling to enable 2.0 in their organisations...)
SCP: “Individuals are motor of change, and are more often impeded by
institutions or organisations than helped to realise the 2.0 potential”
What are the challenges?
Britisch principles for government participation online:
- Be credibe: Be precise, complete and transparant.
- Be consistent: Simulate constructive critics and polder model
discussions. Be in all circumstances courteous, honest and
- Be responsive: When you gain new insights, share them if
- Be integrated: if possible, align online participation with offline
- Be civil servant: Remember you are an ambassador of your
organisation. If possible you should show your possition and state
which organisation you are representing.
Pfff, aren’t there simply
3 golden rules for
a constructive online
Tip for constructive co-creation 1:
The power of opportunism and transparancy
Tip for constructive co-creation 2:
Ability to report and power to change
Tip for constructive co-creation 3:
Create street lights in a dark tunnel...
Case: “Bind employees” via radio 2.0
Enterprise social networking and knowledge sharing
Who is who: Search on name, expertise or
relevance (who should I drink coffee with today...)
Extensive and dynamic user profiles
Knowledge Card CV
Dynamic Tag Cloud
describing areas of activity
Visit as well this users...
All kind of subjects for conversations...
Q&A Smart Forum
Form and engage in groups
Communities of interest
Open, closed or even secret places
to meetup and share knowledge
Is it about functionality or sociality?
20 technically equal platforms...
... trigger completely different behaviour...
Expectation of actors directs role behaviour
Cast of characters
Registered Lurker Bookmarker
“I’m here for inspiration” “Efficiënt for myself”
One day fly Tipper
“Nice. But just checking out...” “Bumped into this. Interesting 4u?”
Responder Story teller
“Conversation with interesting people” “I like to share my vision”
“Increase my Google page rank” “Profiling as a subject matter expert”
Design for roles by understanding
objectives, attitude and behavior Persona’s
How should I design my own
What triggers people to
Change of thinking for organisations
Foto: Lennart Woltering
Sociality = 1. Seeking companionship
2. Forming or extending social groups
Example: What does it mean for “Bank 2.0”?
Design question: What is the social object where
sociality evolves around?
Tip: Focus on people instead
Most frequently used scenario Enterprise 2.0 scenario
Spending time with people
Spending time and money on ICT
NB: What happens when an employee leaves the company?
The perspective of the
Download whitepapers on Winkwaves.com
Dr. René M. Jansen
Treating humans as humans in the digital environment...
Winkwaves - Concept agency for social networking and knowledge sharing
Understand literature on social software
The Realm of Sociality: Notes on the Design of Social Software
Understand dynamics of social networking
What are differences and similarities between 5 social networks
(Facebook, LinkedIn, Twitter, choose 2 yourself)
NB: Both mandatory for tomorrow...