The Rise Of Us (on Collective Intelligence)


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Last year lecture was well received, even featured on the Chronicle of Higher Education blog. This year I present an updated version with relevant book mentions, such as Wikinomics and The Cult of the Amateur.

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The Rise Of Us (on Collective Intelligence)

  1. 1. The Rise of Us <ul><li>How Organizations work in the Social Web </li></ul><ul><li>Kevin Lim </li></ul><ul><li>Social Media Researcher / Blogger </li></ul><ul><li>University at Buffalo </li></ul>
  2. 7. OWN3D
  3. 11. “ And, in just 30 seconds , Amazon sold out of all 1,000 units of the Xbox at $100 .” - Patti Freeman Evans (Jupiter Research)
  4. 12. Collective Intelligence <ul><li>A CI pioneer, George Pór, defined the collective intelligence phenomenon as “the capacity of a human community to evolve toward higher order complexity thought , problem-solving and integration through collaboration and innovation .” </li></ul>
  5. 13. Wikipedia vs. Britannica <ul><li>Among 42 entries tested in both encyclopaedias, the difference in accuracy was not great. </li></ul><ul><li>On science: </li></ul><ul><li>Wikipedia had 4 inaccuracies; Britannica had 3 . </li></ul>
  6. 15. <ul><li>Web 1.0 = Browsing (passive) </li></ul><ul><li>Web 2.0 = Participating (active) </li></ul>What is Web 2.0?
  7. 16. What is Web 2.0? By Tim O’Reilly (30th Sept 2005)
  8. 17. Blogs vs. Mainstream Media Source: Technorati Weblog - State of the Blogosphere , February 2006 Part 2
  9. 18. <ul><li>Blog is short for Web Log </li></ul><ul><li>A website with regular posts </li></ul><ul><li>Displayed in reverse chronological order </li></ul><ul><li>Has links , text, images, audio, video, etc </li></ul><ul><li>Has a conversational style of writing </li></ul><ul><li>Focuses on particular area of interest </li></ul><ul><li>A blogger is a person who runs a blog </li></ul><ul><li>Source: Wikipedia - Blog </li></ul>What is a Blog? Beyond personal journals
  10. 19. <ul><li>A blog… </li></ul><ul><li>is easy to update (via a web form) </li></ul><ul><li>automatically archives older content </li></ul><ul><li>has a typical template structure </li></ul><ul><li>usually has RSS feeds </li></ul><ul><li>builds conversation (links, comments) </li></ul><ul><li>lets you focus on content </li></ul>What is a Blog? Compared to a personal web page
  11. 21. <ul><li>Direct 2 Dell Blog post about blogging customer support… </li></ul>
  12. 22. <ul><li>Gives the company a human voice </li></ul><ul><li>Disseminates information quickly </li></ul><ul><li>Employees empowered to act </li></ul><ul><li>Customers (users) can participate </li></ul><ul><li>Managers can track public opinion </li></ul><ul><li>Make connections visible </li></ul><ul><li>Knowledge management </li></ul><ul><li>* Markets = Conversations </li></ul>Why Blog?
  13. 25. <ul><li>The first Wiki, WikiWikiWeb, was created by Ward Cunningham in 1995 </li></ul><ul><li>Named after Hawaiian bus service, Wiki Wiki </li></ul><ul><li>“ The simplest online database that could possibly work” - Ward </li></ul><ul><li>Allows users to easily create and edit Web pages using any Web browser </li></ul><ul><li>Encourages democratic use of Web </li></ul><ul><li>Source: </li></ul>What is a Wiki?
  14. 27. <ul><li>A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities </li></ul><ul><li>Most traditional social networking sites are “ walled gardens ” (e.g. Facebook) </li></ul><ul><li>Trap user content to derive ad revenue </li></ul><ul><li>Can’t leave? Loss of coordination . </li></ul>What is a Social Network?
  15. 28. <ul><li>Chung's firm now has virtual land and currency holdings worth about $250,000 in real U.S. greenbacks. </li></ul><ul><li>(26th Nov: US$1 million) </li></ul><ul><li>To handle rampant growth, she just opened a 10-person studio and office in Wuhan, China. </li></ul><ul><li>Anshe Chung: &quot;This virtual role-playing economy is so strong that it now has to import skill and services from the real-world economy.” </li></ul><ul><li>http://www. businessweek .com/magazine/content/06_18/b3982001. htm </li></ul>
  16. 29. <ul><li>IBM in Second Life </li></ul>
  17. 30. <ul><li>Non-Verbals in Second Life by Nick Yee (2005) </li></ul><ul><li>Bailenson, J. N. & Yee, N. (2005). Digital Chameleons: Automatic assimilation of nonverbal gestures in immersive virtual environments. Psychological Science , 16, 814-819. </li></ul>
  18. 31. Media Richness theory <ul><li>Daft, Lengel and Trevino (1987) state that the more ambiguous and uncertain a task is, the richer format of media is suitable to it. </li></ul>
  19. 32. Dual-Capacity theory <ul><li>Sitkin, Sutcliff, & Barrios-Choplin (1992) claim that people will often choose a channel based on its fit with the task as well as on the symbolic meanings that it conveys to others. </li></ul>
  20. 33. Using the Social Web… Blog: Bookmarks: Images: Wiki: Podcasting: Reading: Social Network:
  21. 34. Motivations Reciprocity Perhaps the most anticipated factor that motivates people to give. Reputation The willingness to help others can all work to increase one's prestige in a community. Sense of Efficacy The feeling an individual has that makes them feel that they have some effect on the environment around them. Need One may produce and contribute a public good for the simple reason that a person or the groups as a whole has a need for it. Attachment The commitment one has to the group, one’s utility. Side-effect Private behavior makes cost of sharing near zero.
  22. 35. Amateurism? The central thesis of this book is that the amateurism introduced by blogs (Blogger, Wordpress and Movable Type), videos (YouTube) and wikis (Wikipedia) has eroded our culture towards a dangerous world where the distinction between expert and amateur is being obscured and only the loudest and the extreme dominate in the digital world.
  23. 36. Profiting from social media
  24. 37. <ul><li>collective intelligence - collaborative </li></ul><ul><li>transparent - instant gratification </li></ul><ul><li>non-hierarchical - democratic </li></ul><ul><li>potential for passion - ownership </li></ul><ul><li>open to public - real recognition </li></ul><ul><li>permanence - searchable resource </li></ul>But Why? Benefits to connecting people via Web 2.0
  25. 38. Thank you for listening!