Leveraging Social Software for Business Value Ross Mayfield, Socialtext Forum for Women Entrepreneurs & Executives March 2008

Identity expression now common on the web

Identity expression now common on the web

Cost of global publishing is falling to zero

Cost of global publishing is falling to zero

Cost of group forming is falling to zero

Cost of group forming is falling to zero

Peers are more trusted than institutions

Peers are more trusted than institutions

NetGens are the biggest demographic shift ever

NetGens are the biggest demographic shift ever

The greatest pattern of Web 2.0 is sharing control to create value

The greatest pattern of Web 2.0 is sharing control to create value

Identity expression on the web is common Cost of global publishing is falling to zero Cost of group forming is falling to zero Peers are more trusted than institutions NetGens are the biggest demographic shift ever Sharing control to create value

Identity expression on the web is common

Cost of global publishing is falling to zero

Cost of group forming is falling to zero

Peers are more trusted than institutions

NetGens are the biggest demographic shift ever

Sharing control to create value

N

N 2

2 n

Implicit Structured Conversation, connect Social Discovery filter Blogs More public Power of strong ties Communities Explicit Unstructured Connect, converse Social Network filter YASNS More private Power of weak ties Networks

Implicit

Structured

Conversation, connect

Social Discovery filter

Blogs

More public

Power of strong ties

Communities

Explicit

Unstructured

Connect, converse

Social Network filter

YASNS

More private

Power of weak ties

Networks

Decoupling Decisions In the real world, conversation comes before connection, and often around a social object But with connections, the value is the social network as a filter and method of discovery

In the real world, conversation comes before connection, and often around a social object

But with connections, the value is the social network as a filter and method of discovery

Work Participation Brittanica

Work

Share Participation Open

Share

Participation Wikipedia

Participation

To get the benefits of sharing control and being open, you have to move towards transparency

To get the benefits of sharing control

and being open, you have to move

towards transparency

4 Solution Areas

4 Solution Areas

Collaborative Intelligence from the Field Core - edge, edge - core, edge - edge Marketing publishes, gains feedback, field collaborates directly, insight bubbles up Discover expertise, implicitly fist

Collaborative Intelligence from the Field

Core - edge, edge - core, edge - edge

Marketing publishes, gains feedback, field collaborates directly, insight bubbles up

Discover expertise, implicitly fist

Participatory Knowledgebase for Support Rapid documentation Discovery with search, tags and metrics Dynamic Intranet in-the-flow of work

Participatory Knowledgebase for Support

Rapid documentation

Discovery with search, tags and metrics

Dynamic Intranet in-the-flow of work

Flexible Client Collaboration for Professional Services From Statement of Work to fulfillment Project communication and transparency

Flexible Client Collaboration for Professional Services

From Statement of Work to fulfillment

Project communication and transparency

Business Social Networks for Partners and Customers Similar pattern as Collaborative Intelligence, but with ecosystem and in-the-flow

Business Social Networks for

Partners and Customers

Similar pattern as Collaborative

Intelligence, but with ecosystem and

in-the-flow

Thank you ross.typepad.com [email_address]