“It’s the Conversation, Stupid!”
Social Media Systems Design for
Open Innovation Communities
Managing Open Innovation Tech...
Communication tools: then
Communication tools: now
Collaborative communities
Communities
Strong, lasting interactions
Bonds between members
Common space
Sense of community
C...
Collaborative fragmentation
Open innovation = 99% perspiration, but too many
participants & channels
Paradox:
Never before...
Community = conversation
Conversations build the common ground of a community
Principle of least collaborative effort
depe...
(Chesbrough, 2003)
Innovation community =
conversation++
Socio-technical conversation
context
Conversation purposes
Information exchange
Coordination
Collaborative sensemaking
Relationship buildingRelationship buildi...
Twitter functions
• Self-contained
tweets
• Replies• Replies
• Retweets
• Links
• Topics (#)
• Lists
Twitter topic conversations
#semanticweb
http://twitter.com/#search?q=%23semanticweb
Twitter affordances/constraints
Functionalities/practices Twitter
Conversation fragmentation • One server
Conversation lin...
Twitter in conversation context
Social media systems design
Ecosystems of tools & systems
Communityware = dinosaurs R.I.P.
Functionalities compete, evolve...
Scenario: IPCC report review
Scenario based on ESSENCE (E-
Science/SENsemaking/Climate changE project)
International Panel...
Scenario: IPCC report review (1)
Write review
IPCC Report
Review Wiki
IPCC Report
Review
Mailing List
Coordinate
Topic #1
...
Scenario: IPCC report review (2)
@ipcc_review #ipcc_t11 #ipcc_t11
• Requests
• Announcements
View: world
Edit: review comm...
Connecting conversations
Drafting the review Soliciting input Finalizing review
Write reviewWrite review
Coordinate
review...
Capturing lessons learnt with
collaboration patterns
Conclusions
Open innovation: crossing boundaries to create networked
synergies in/across collaborative communities
Webs of...
References
A. de Moor and M. Aakhus (2006). Argumentation Support: From Technologies
to Tools. Communications of the ACM, ...
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"It's the Conversation, Stupid!" - Social media systems design for open innovation communities

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Presentation given at the Managing Open Innovation Technologies Workshop, Uppsala University, Sweden, November 5, 2010

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"It's the Conversation, Stupid!" - Social media systems design for open innovation communities

  1. 1. “It’s the Conversation, Stupid!” Social Media Systems Design for Open Innovation Communities Managing Open Innovation Technologies Workshop Uppsala University, Sweden, November 5, 2010 Aldo de Moor CommunitySense the Netherlands WWW.COMMUNITYSENSE.NL
  2. 2. Communication tools: then
  3. 3. Communication tools: now
  4. 4. Collaborative communities Communities Strong, lasting interactions Bonds between members Common space Sense of community Collaborative communitiesCollaborative communities Common goals Effective/efficient communication Perform/coordinate work Community governance structures/processes Common space = Internet + face-to-face Prime examples in/between/around (multinational) corporations, (government) bureaucracies, research networks, innovation networks
  5. 5. Collaborative fragmentation Open innovation = 99% perspiration, but too many participants & channels Paradox: Never before so much need & potential for collaboration Never before so much fragmentation of collaboration Collaborative fragmentationCollaborative fragmentation Organizations Workflows Technologies Pragmatic errors abound Breakdown of social and contextual components of a discourse Far beyond ICT
  6. 6. Community = conversation Conversations build the common ground of a community Principle of least collaborative effort depends on purpose and (costs of using) the medium Language/Action Perspective Conversations = set of communicative acts grounded in social relationships and focused on organizational coordination Conversations are back with a vengeance on the Internet 1960s-1980s: e-mail, mailing lists, Usenet (communication) 1990s-2000s: the Syntactic, early semantic Web (information) 2010s-…: Web 2.0, social media, Semantic Web++/Pragmatic Web… (content + conversations + context = collaboration)
  7. 7. (Chesbrough, 2003) Innovation community = conversation++
  8. 8. Socio-technical conversation context
  9. 9. Conversation purposes Information exchange Coordination Collaborative sensemaking Relationship buildingRelationship building
  10. 10. Twitter functions • Self-contained tweets • Replies• Replies • Retweets • Links • Topics (#) • Lists
  11. 11. Twitter topic conversations #semanticweb http://twitter.com/#search?q=%23semanticweb
  12. 12. Twitter affordances/constraints Functionalities/practices Twitter Conversation fragmentation • One server Conversation links • Tweet reply to tweet? – • Tweeter has replies? + Conversation tracking • Centralized: replies, topics + • Linear presentation - “Conversational glue” • Replies, # topics + Conversation spawning • Tangential conversations ++ Conversation with self/others • Conversation with others ++
  13. 13. Twitter in conversation context
  14. 14. Social media systems design Ecosystems of tools & systems Communityware = dinosaurs R.I.P. Functionalities compete, evolve, are used, and replaced Socio-technical systems design Collaborative communities need to evaluate the functionalities in their unique usage contextfunctionalities in their unique usage context Conversations are key Understand the purpose of the technologies in this context Adopt a collaborative sensemaking process (from informal stories to formal collaboration patterns) view with stakeholders Use this context info to select, link, configure (social media) tools & information systems
  15. 15. Scenario: IPCC report review Scenario based on ESSENCE (E- Science/SENsemaking/Climate changE project) International Panel on Climate ChangeInternational Panel on Climate Change • Very complex assessment reports • E.g. 5th report had 831 scientific contributors • Results often controversial • InterAcademy Council requested to do independent review • But: quality/legitimacy requires input from multitude of stakeholders • How to scale their sufficient/timely input ?
  16. 16. Scenario: IPCC report review (1) Write review IPCC Report Review Wiki IPCC Report Review Mailing List Coordinate Topic #1 Topic #1 Topic #11 View: world Edit: topic stewards Coordinate review View: review committee Edit: review committee
  17. 17. Scenario: IPCC report review (2) @ipcc_review #ipcc_t11 #ipcc_t11 • Requests • Announcements View: world Edit: review committee Solicit input @ipcc_review account #ipcc_t11: Needed, expert on polar ice cap melting • @John: I know an expert X #ipcc_t11 • @Jane: I know an expert Y #ipcc_t11” View: world Edit: --- Review input (public) #ipcc_t11 topic conv’n View: review committee Edit: review committee Use input (private) #ipcc_t11 experts list • @Jane: I know an expert Y #ipcc_t11”
  18. 18. Connecting conversations Drafting the review Soliciting input Finalizing review Write reviewWrite review Coordinate review Solicit input @ipcc_review account Review input (public) #ipcc_t11 topic conv’n Use input (private) #ipcc_t11 experts list
  19. 19. Capturing lessons learnt with collaboration patterns
  20. 20. Conclusions Open innovation: crossing boundaries to create networked synergies in/across collaborative communities Webs of conversations are the engine of innovation Collaborative communities analysis Socio-technical conversation contexts as building blocks Social media systems designSocial media systems design Collaborative sensemaking Match communicative requirements with relevant (social media) functionalities, e.g. Twitter, wikis Directions Circumscribe + analyze best(good/bad) innovation practices using collaboration patterns Use patterns to design/implement social media systems for catalyzing innovation conversations From firm-centric to stakeholder network perspective through conversations (LAP, Pragmatic Web): wicked problems
  21. 21. References A. de Moor and M. Aakhus (2006). Argumentation Support: From Technologies to Tools. Communications of the ACM, 49(3):93-98. A. de Moor (2009). Collaboration Patterns as Building Blocks for Community Informatics. In Proc. of 6th Community Informatics Research Network Conference, Prato, Italy, Nov 4-6, 2009 (http://communitysense.nl/papers/cirn09_demoor.pdf) A. de Moor (2010). Conversation in Context: A Twitter Case for Social Media Systems Design. Proc. of I-SEMANTICS, Graz, Austria, Sep 1-3, 2010. (http://communitysense.nl/papers/icpw10_demoor.pdf)(http://communitysense.nl/papers/icpw10_demoor.pdf) A. de Moor (2010) Using Collaboration Patterns for Contextualizing Roles in Community Systems Design. Proc. of 7th Community Informatics Research Network Conference, Prato, Italy, October 27-29, 2010 (http://communitysense.nl/papers/cirn10_demoor.pdf)

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