Ross Mayfield Chairman, President and Co-founder November 2007

Made of People

(also made of people)

(also made of people)

Social Software is Made of People Bottom up Augmentation, not automation Gets out of the way Share control of information architecture

Social Software is Made of People

Bottom up

Augmentation, not automation

Gets out of the way

Share control of information architecture

Social Software adapts to its environment rather than requiring its environment to adapt to it (circa 2002)

Social Software adapts to its environment rather than requiring its environment to adapt to it (circa 2002)

Complexity is in the social network Vendors tried to put it in the software Social Software keeps complexity in the social network. Where it belongs. Only encoding simple rules to yield emergence

Complexity is in the social network

Vendors tried to put it in the software

Social Software keeps complexity in the social network. Where it belongs. Only encoding simple rules to yield emergence

S earch L inking A uthoring T agging E xtensions S ignals Enterprise 2.0 is freeform social software adapted for organizations -- Andrew McAfee

S earch

L inking

A uthoring

T agging

E xtensions

S ignals

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

Only one problem

Only one problem

Well, maybe two

Well, maybe two

Innovation in Social Software began with open source Commons-Based Peer Production, Benkler: Markets drive production through price signal Firms drive production through contracts Social networks are driven through social signals

Innovation in Social Software began with open source

Commons-Based Peer Production, Benkler:

Markets drive production through price signal

Firms drive production through contracts

Social networks are driven through social signals

Decoupling Decisions The most important decisions cannot be automated Sharing control over information can lead to more productive decision processes, and better decisions Sharing control over decisions for enterprises is primarily for social goods

The most important decisions cannot be automated

Sharing control over information can lead to more productive decision processes, and better decisions

Sharing control over decisions for enterprises is primarily for social goods

Social Goods Social Goods are created when the means of production and/or distribution is broadly available Price trends towards free Knowledge is distributed In these gift economies, or social markets, consider sharing control over decisions Valuation and distribution is social

Social Goods are created when the means of production and/or distribution is broadly available

Price trends towards free

Knowledge is distributed

In these gift economies, or social markets, consider sharing control over decisions

Valuation and distribution is social

Markets are social

Markets are social

Implications for Process For a given business process What if we made it more transparent? What if we made it more participatory? For social goods, participation can include those outside the firewall The best experts on your products not on payroll The hidden experts can volunteer outside their job description

For a given business process

What if we made it more transparent?

What if we made it more participatory?

For social goods, participation can include those outside the firewall

The best experts on your products not on payroll

The hidden experts can volunteer outside their job description

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

Socialtext ranked as most visionary vendor Socialtext recognized as leading Enterprise 2.0 company in terms of ability to execute – behind only IBM, Microsoft & BEA Socialtext also part of Intel’s SuiteTwo bundle, which scored as more visionary than any other vendor Gartner identifies 'social software‘ as one of top 10 strategic technologies for 2008

Socialtext ranked as most visionary vendor

Socialtext recognized as leading Enterprise 2.0 company in terms of ability to execute – behind only IBM, Microsoft & BEA

Socialtext also part of Intel’s SuiteTwo bundle, which scored as more visionary than any other vendor

Gartner identifies 'social software‘ as one of top 10 strategic technologies for 2008

Social Software is Made of People To be implicit is human Augmentation, not automation Some decisions should not be coded Make software, and sharing in work, more like a cocktail party…

Social Software is Made of People

To be implicit is human

Augmentation, not automation

Some decisions should not be coded

Make software, and sharing in work, more like a cocktail party…

Thank you ross.typepad.com [email_address]