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Social Computing Jenny Williams



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Social Computing Jenny Williams

  1. 1. The Value of Social Computing to Business Jenny Williams - Ideagarden
  2. 2. The digital user is evolving
  3. 3. People New preferences in communication technology and relationships
  4. 4. Evolution of the digital user ‘New to Net’ User Communications Services Retail Participation First activities Email Online banking CDs/Books Photo sharing Get to know ISP Message services Simple travel Complex travel Video Content generation Information search Photo sharing Lodge tax eBay Blogs LOTS of time browsing Reading the News Book concerts Groceries Comments Classifieds Opinions Source: Nielsen//NetRatings
  5. 5. Participation rather than presentation
  6. 6. Technology is connecting the world
  7. 7. There is a whole new generation of executives coming up who grew up on the internet.
  8. 8. Digital Natives
  9. 9. They often know more than their teachers
  10. 10. New media Players
  12. 12. As as digital evolves we need to look at new ways to engage them
  13. 13. Generation V(irtual) “not defined by age, gender, social demographic or geography…but based on demonstrated achievement, accomplishments and an increasing preference for the use of digital media channels to discover information” Gartner 2007
  14. 14. They inhabit this world Credit: xkcd
  15. 15. We are familiar with the key players
  16. 16. But also many, many more digital environments
  17. 17. This list goes on and on The long tail of social networks 55% of Australia's internet users have used social networks in the last 12 months… CGM study 2008
  18. 18. And they are not passive, they are engaged 84 percent share content such as photos, links and video Nielsen Online – CGM study 2008
  19. 19. The scales have TIPPED
  20. 20. Internet now dominates share of attention Internet TV internet TV
  21. 21. We are even seeing the decline in other internet usage
  22. 22. And that tipping point has come through the power of social connection 8% of all visits to internet sites in Australia were to social networks and forums Average time 12 minutes MySpace was 27 minutes Facebook was 21 minutes. Hitwise, 2007
  23. 23. They are your customers and your employees
  24. 24. You can ban social computing from the work place
  25. 25. Or you can embrace it
  26. 26. People feel at home in these types of environments
  27. 27. Social computing is replacing other forms of collaboration
  28. 28. Knowledge Management Social Computing KM is extra work Social computing is part of my everyday work Work is behind closed doors Work is open and transparent People are afraid to talk openly Anyone can say anything People directories provide contact Social Networking platforms reflect who information is doing what with whom Content is centralised, protected and Content is distributed freely and controlled uncontrolled IT chooses the tools I use I have a choice & select my own tools Knowledge sharing is database centric Knowledge sharing is people centric Knowledge is forcibly captured just in Knowledge is naturally captured as part case of my work Best Practices Stories David Gurteen
  29. 29. Isn't this just web 2.0 for business?
  30. 30. No, it has the potential to be much bigger than that
  31. 31. Value has shifted ownership experience
  32. 32. Ownership has moved institutions communities
  33. 33. The nature of CONNECTION is different
  34. 34. For the individual, it empowers one to many connections David Armano
  35. 35. Participants control the content
  36. 36. Not all participants are the same
  37. 37. STAGE 1 : Consumer Participants read and explore the posts of others. Consumers can be very active participants in an online community …just not yet visible to others.
  38. 38. STAGE 2: Commentor These people make comments on others posts (either on blogs, or in discussion forums) They often seek clarification, agreeing with a statement, or offer a suggestion or link to something similar.
  39. 39. STAGE 3: Contributor Those who have started their own blogs or who initiate new threads on discussion forums. They are confident about putting forth their own ideas etc.
  40. 40. Commentator Someone who frequently takes a 'meta' view of what is going on, providing a level of leadership within the community. Their contributions will often draw attention to the 'bigger picture', making links with other work - analysing and synthesising the
  41. 41. Social computing alters communication
  42. 42. New forms of communications e-mail is, like, soooo dead
  43. 43. At first, most people don’t get it but eventually, it becomes addictive
  45. 45. On mass, it is the many to many connections that drive power
  46. 46. Professional networks
  47. 47. Professional networks
  48. 48. Internal communities People form communities based on shared interests. These become greenhouses for the developing ideas and the distributing information
  49. 49. Many major computing firms now have dedicated Social Computing research groups and wikis to drive product development
  50. 50. People hone ideas better in a collaborative environment
  51. 51. Social Networking can increase productivity
  52. 52. •! For software development, access to shared solutions and knowledgeable people speeds time to delivery.
  53. 53. Better Engagement of employees Social computing allows employees to connect more easily with one another and with the corporation as a whole.
  54. 54. Social networks, blogs and wikis create a forum for the voice of the employee to be heard and for their ideas to be validated
  55. 55. The tools of social computing
  56. 56. Collaborative knowledge
  57. 57. definition A wiki is a collaborative website which can be directly edited by anyone with access to it.
  58. 58. AvenueA Razerfish •! Built using open source MediaWiki software
  59. 59. Employee personal pages
  60. 60. •! upload documents, add tags by clicking or typing:
  61. 61. Blogs are CONTENT and collaboration
  62. 62. Content is the container of knowledge and information It is the core driver of socialization
  63. 63. Public facing blogs: Whats your objective
  64. 64. Corporate blogging
  65. 65. Employee bloging
  66. 66. Facilitated research
  67. 67. RSS RSS (quot;Really Simple Syndicationquot;) is a family of web feeds used to publish frequently updated content such as blog entries, news headlines or podcasts.
  68. 68. Amazon RSS
  69. 69. RSS at IMB
  70. 70. PODCASTING A podcast is a collection of digital media files which is distributed over the Internet, often using syndication feeds, for playback on portable media players and personal computers.
  71. 71. Tapping into passion
  72. 72. Sympathetic alignment
  73. 73. WIDGETS
  74. 74. Trend micro Widgets
  75. 75. a web application that combines data and /or functionality from more than one source
  76. 76. Links Social Computing drives link strategies
  77. 77. Increase Connect with reach customers & employees right person, Increase right content participation Understand needs Increase relevancy
  78. 78. Content as a Service
  79. 79. The bigger picture email Podcasts Mobile @ Tagging Widgets RSS Social content Blogs Messenger WWW Communities Wikis Videos Research Documents UGC
  80. 80. CONTENT needs to be RECYCLABLE. Social computing can happen inside the enterprise or outside Channels can be a web site, web application, mobile device or even external web platforms such as Facebook or Google applications.
  81. 81. Provide the content that the network needs A social network Press release containing richer snippets of content, video, tags, links, rss feeds, podcasts Let the audience use it as they please.
  82. 82. You can’t make ECM a principle platform of socialcomputing unless it delivers against the needs of people within social environments
  83. 83. To do that, we have to start looking at digital in a whole new way
  84. 84. The key to success is participation
  85. 85. Social computing is about stimulating conversation
  86. 86. Keeping ideas fresh
  87. 87. Insights enable new types of relationships Embrace the community Stimulate conversation Develop insight Evolve
  88. 88. It’s no longer about the brand, it’s about the customer…as an individual Develop a mutually beneficial relationship •! Collect helpful data •! Build technology that enables two way communication •! Enhance your environment based of feedback
  89. 89. You have to generate some sort of critical mass to have an effect …participation drives critical mass
  90. 90. understand the needs and motivations of individuals
  91. 91. Ideas need to deliver value to that individual
  92. 92. Nurture and leverage Your enthusiasts
  93. 93. Connect with them in Their environments Not were you want them to be
  94. 94. Remember they will continue to evolve