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Context drives meaning.ppsx

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Context Drives Meaning, a new reference model to check/forecast the impact of Social Media. For messages, blogs and campaigns the, Context + Objective (sense of urgency, simple) + Reference point needs to be clear and the in target the community has basis of P2P (coordination, reputation trust) and Collaboration. Presented at the CSN conference in Amsterdam February 2011

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Context drives meaning.ppsx

  1. 1. Context  Drives  Meaning    a  new  reference  model  to  check/forecast  the  impact  of  Social  Media.From  Lean  &  Mean  to  Lean  &  Meaningful  Frans  van  der  Reep  &  Hans  Kooistra  
  2. 2. What  are  the  Social  Media  ingredients  ?   people   +  browser,  server,  (smart)phone,  connecGon,     address  book,  database,  GPS     +   messages,  text,  photos,  videos    
  3. 3. social  media  by  itself  do…  
  4. 4. But....To  understand  the  effects  of  social  media,  asks  for   new   noGons   and   organizaGon   of   context  
  5. 5. Social  Media  has  impact  if…     Objec8ve   Peer2Peer     • coordinaGon   Reference   Context     •  sense  of   urgency   • reputaGon   point     •  simple   • trust  ©Frans  van  der  Reep  Hans  Kooistra  
  6. 6. ….  and  serendipity   Objec8ve   Peer2Peer     • coordinaGon   Reference   Context     •  sense  of   urgency   • reputaGon   point     •  simple   • trust  ©Frans  van  der  Reep  Hans  Kooistra  
  7. 7. ✓ ✗ Objec8ve   ✗Peer2Peer     ✗ • coordinaGon   Reference   Context     •  sense  of   urgency   • reputaGon   point     •  simple   • trust   ✗ =  no  effect  
  8. 8. =  has  effect  ✓ ✓ ✓ ✓ Objec8ve   Peer2Peer     •  sense  of   • coordinaGon   Reference  Context     urgency   • reputaGon   point     •  simple   • trust   ✓
  9. 9. ✓ ✓ ✗ ✗ Objec8ve   Peer2Peer     •  sense  of   • coordinaGon   Reference  Context     urgency   • reputaGon   point     •  simple   • trust   ✓
  10. 10. Improve  understanding  of  impact  :    A  Taxonomy  of  Social  ConfiguraGons   Goal                 Clear  ‘Smart’  Goal   Mul8ple  Ambiguous  Goals       Orienta8on           Low  cohesion   High  cohesion   Low  cohesion   High  cohesion     Criteria  for   Membership   Open   Closed   Open   Closed   (Access)   High  External   Pressure   Uniform   Team     Task  force     Coali8on     Clan   Procedures   Low  External   Company   Society   Pressure   (GemeinschaO   Poli8cal   Non-­‐uniform   (GesellschaO   Arena     Club   Procedures   Gezelschap)   Genootschap)   © Robert Scheltens
  11. 11. Context  Drives  Meaning   •  Rapid  changes  in  context  reduce   the  chances  of  meaningful   objecGves   •  MulGple  contexts  lead  to   ‘mulGple  meaning’,    and  to  tribes   and  fragmentaGon  
  12. 12. ReputaGon may  supersede  context!     Be  aware  of  your  personal  responsibility!     Are  you  the  sorcerer’s    apprenGce?  
  13. 13. CON=AMORE   Social  Media  are  at  least    the    digital   world-­‐of-­‐mouth  and  may  have  lasGng   impact  when  some  specific  requirements   are  simultaneously  met   Alert   Mobilise  Mass   React  and  Respond   CON  AMORE  
  14. 14.  Business  Opportunity:  Understand  Context       As  understanding  context  is  vital  for  meaningful  •  communicaGon,  we  expect    a  great  future  for   Context  and  Emo8on  Aware  Technologies    •  Anthropologists  and  Psychiatrists  have  a  lot  of   business  value  as  they  are  used  to  deal  with  this   challenge  and  have  the  understanding  and  the   tools  to  know  what  they  see              
  15. 15. It  is  about  managing  context  and  simplicity     from     Lean  &  Mean     to     Lean  &  Meaningful  Where  people  only  co-­‐operate  because  of  profit  and  producGon,  a  longing  for  feeling  meaningful  will  come  up…..     hdp://www.flickr.com/photos/chrisdlugosz/3405153987/sizes/l/  
  16. 16. Chase  the  meaning,  not   the  money    ©Frans  van  der  Reep  Hans  Kooistra  
  17. 17. Thank you!This  presentaGon  is  a  Co-­‐CreaGon  of  Frans  van  der  Reep  and  Hans  Kooistra.        Frans  van  der  Reep  (1954),  senior  strategist  at  Getronics  ConsulGng  (a  KPN  company),  lector  Digital  World  Hogeschool  INHolland,  inspirator  of  nextpracGce-­‐insGtute      Hans  Kooistra  is  Partner  and  Co-­‐Founder  of  nextpracGce-­‐insGtute.  Contact  info@nextpracGce-­‐insGtute.com  

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