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Social Networks and the emerging


                             IA
strategic role of




                                  Idris Mootee
                                  www.mootee.typepad.com


March 2007 Part One of Two
Social networks aren’t not the whole story…




As they grow and transform into active, collaborative
and connected communities…. a new system will
emerge at a new level of scale.
NEXT
The new system of influence possesses qualities and
capacities that were unknown to all of us.
SHIFT
The new system of influence is very powerful. They
are the properties of the system, not any individual or
groups. But once there, individuals posses them.
DISRUPTION
This is the a form of self-organization happening out
there. No question that it will be disruptive in nature.
The foundation has now been laid. New roles will
emerge, networks will extend their boundaries.
QUESTIONS
What keeps a network alive and growing?
What build authorities?
What behavior interferes with the network?
What is the role of the IA?
IA is still about bringing order to chaos
IA is still about structuring flow of information
Interactions




Information                  Portability




              Presentation
Consumer generated content makes IA’s job challenging
Think about bringing everything hidden behind onto a screen
IA’s role now going beyond organizing and presenting
Web 2.0 is the network as platform, spanning all connected
devices; Web 2.0 applications are those that make the most
of the intrinsic advantages of that platform: delivering
software as a continually-updated service that gets better the
more people use it, consuming and remixing data from
multiple sources, including individual users, while providing
their own data and services in a form that allows remixing by
others, creating network effects through an quot;architecture of
participation,quot; and going beyond the page metaphor of Web
1.0 to deliver rich user experiences


                                           — Tim O’Reilly
IA 1.0



                       Interface



                      Wireframes

                 Information Architecture

                   Metadata Structure

                   Content Taxonomy


         Users        Content           Context
IA 2.0


                      Individual
                      and Social
                     Interactions


                     Searchability

                 Interactions Architecture

                     Service Design

                   Content Taxonomy


         Users         Content         Context
What is the nature of the online community /
communities that you belong to?


                                                                                            2005            2006
                                       50%
 Percent of online community members




                                                                37.7%
                                       40%

                                             31.7%

                                       30%
                                                                                           24.4%


                                       20%
                                                     1 5 .8 %


                                                                        9 .4 %
                                       10%                                                         7 .2 %                            6.3%
                                                                                                                           5 .2 %
                                                                                                                   4.5%
                                                                                                                                                       1.5%
                                                                                                                                            1 .0 %            0 .0 %
                                       0%
                                               S oc ial          H obby -                P rofes s ional           P olitic ally -   S piritual      R elations hip-
                                                                 oriented                                           oriented                            oriented

                                                                                 N a tu re o f O n lin e C o m m u n ity

Source: Center for the Digital Future at USC Annenberg School 2007
Nature of Communities



                 Communities           Communities
                 of Support            of Purpose




   Communities
   of Practice                 Communitie
                               s of Passion


                 Communities
                 of Interest
High
                                                   Co-Creation


                                                                Mesh-up
                                      Decentralization
                   The Network
                   Effects
                                                         Portability
Impact
           User
                                        The Read-Write
           Contributions
                                        Webpage

                      The Long Tail


    Low

                                      Time
Aggregation           Microstructure           Participation




•   Collecting        •   Simple content   •    Mesh-up
    structured and        models for
                                           •    Remix
    unstructured          common info
                                           •    Micro-rewards
                          chunks
    data across the
                                           •    Instant
    network           •   Microformats,
                                                transmedia
•   RSS                   structured
                                                activities
                          blogging
    generic content
    model             •   Rich media
IA area of practice (yesterday)




                      Users


      IA

                Content       Context
IA area of practice (today)



                         Social
                       Connections
              Users

      IA


                               Context
                 Content
From Information Architects to..

Social
Interactions
Architects
Business




               Content                Application
             Information              Information
              Architects               Architects

                                                         Design
Design and
                                                         Service
 Structure
                                                          Layer
 Content



                                            Social
               Content
                                      Interactions and
             Information
                                         Information
              Architects
                                          Architects

                            Social
End of part one




                  www.mootee.typepad.com

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Web2.0 and The Changing Role Of IAs

  • 1. Social Networks and the emerging IA strategic role of Idris Mootee www.mootee.typepad.com March 2007 Part One of Two
  • 2. Social networks aren’t not the whole story… As they grow and transform into active, collaborative and connected communities…. a new system will emerge at a new level of scale.
  • 3. NEXT The new system of influence possesses qualities and capacities that were unknown to all of us.
  • 4. SHIFT The new system of influence is very powerful. They are the properties of the system, not any individual or groups. But once there, individuals posses them.
  • 5. DISRUPTION This is the a form of self-organization happening out there. No question that it will be disruptive in nature. The foundation has now been laid. New roles will emerge, networks will extend their boundaries.
  • 6. QUESTIONS What keeps a network alive and growing? What build authorities? What behavior interferes with the network?
  • 7.
  • 8. What is the role of the IA?
  • 9. IA is still about bringing order to chaos
  • 10. IA is still about structuring flow of information
  • 11. Interactions Information Portability Presentation
  • 12. Consumer generated content makes IA’s job challenging
  • 13. Think about bringing everything hidden behind onto a screen
  • 14. IA’s role now going beyond organizing and presenting
  • 15.
  • 16. Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an quot;architecture of participation,quot; and going beyond the page metaphor of Web 1.0 to deliver rich user experiences — Tim O’Reilly
  • 17. IA 1.0 Interface Wireframes Information Architecture Metadata Structure Content Taxonomy Users Content Context
  • 18. IA 2.0 Individual and Social Interactions Searchability Interactions Architecture Service Design Content Taxonomy Users Content Context
  • 19. What is the nature of the online community / communities that you belong to? 2005 2006 50% Percent of online community members 37.7% 40% 31.7% 30% 24.4% 20% 1 5 .8 % 9 .4 % 10% 7 .2 % 6.3% 5 .2 % 4.5% 1.5% 1 .0 % 0 .0 % 0% S oc ial H obby - P rofes s ional P olitic ally - S piritual R elations hip- oriented oriented oriented N a tu re o f O n lin e C o m m u n ity Source: Center for the Digital Future at USC Annenberg School 2007
  • 20. Nature of Communities Communities Communities of Support of Purpose Communities of Practice Communitie s of Passion Communities of Interest
  • 21. High Co-Creation Mesh-up Decentralization The Network Effects Portability Impact User The Read-Write Contributions Webpage The Long Tail Low Time
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  • 31. Aggregation Microstructure Participation • Collecting • Simple content • Mesh-up structured and models for • Remix unstructured common info • Micro-rewards chunks data across the • Instant network • Microformats, transmedia • RSS structured activities blogging generic content model • Rich media
  • 32. IA area of practice (yesterday) Users IA Content Context
  • 33. IA area of practice (today) Social Connections Users IA Context Content
  • 34. From Information Architects to.. Social Interactions Architects
  • 35. Business Content Application Information Information Architects Architects Design Design and Service Structure Layer Content Social Content Interactions and Information Information Architects Architects Social
  • 36. End of part one www.mootee.typepad.com