Beyond SuperPoke: Using social networks to build client trust

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  • Beyond SuperPoke: Using social networks to build client trust

    1. 1. Beyond SuperPoke: Using Social Networks to Build Client Trust ©2008 Avenue A | Razorfish. All rights reserved.
    2. 2. today’s presentation <ul><li>briefly – context about the task at hand </li></ul><ul><li>introduction to tools / services: our experience using these tools for client work </li></ul><ul><li>an assessment of the Results –was it better? what’s next? </li></ul>
    3. 3. why do we need trust? trust communication
    4. 4. about the project <ul><li>Big. Political. Distributed. Complex. Risky. Slow. Fast. Looong. Siloed. </li></ul>
    5. 5. what did we create? <ul><li>we created conversation with flow - despite the challenges </li></ul>
    6. 6. new york to new jersey: knowledge in transit New York New Jersey
    7. 7. time to read, yet how do I share ?
    8. 8. evolution of a social network
    9. 9. evolution of a social network: aggregation was a key
    10. 10. stowe boyd: the web of flow why twitter and friendfeed? <ul><li>Tech community </li></ul><ul><li>I was using </li></ul><ul><li>Free. easy setup </li></ul>
    11. 11. twitter status messages “ reading a blog” broadcast “ posting tinyurl to my blog” conversation - @replies “ @reply I read your tinyurl and I disagree” realtime conversation - track track [some character string] receive realtime SMS or instant message
    12. 12. twitter status messages “ reading a blog” broadcast “ posting tinyurl to my blog” conversation - @replies “ @reply I read your tinyurl and I disagree” realtime conversation - track track [some character string] receive realtime SMS or instant message
    13. 13. friendfeed <ul><li>sharing of content across services </li></ul><ul><li>individuals register their services </li></ul><ul><li>uses follow metaphor like twitter </li></ul><ul><li>an activity stream of new content posting is created amongst followers </li></ul><ul><li>users can comment on, like, or hide content </li></ul><ul><li>post out to twitter </li></ul><ul><li>open api </li></ul><ul><li>growing pains </li></ul><ul><li>noisy </li></ul><ul><li>disaggregation of comments away from original source </li></ul><ul><li>not mobile </li></ul>
    14. 14. friendfeed: exploring solutions for noise <ul><li>sharing of content across services </li></ul><ul><li>individuals register their services </li></ul><ul><li>uses follow metaphor like twitter </li></ul><ul><li>an activity stream of new content posting is created amongst followers </li></ul><ul><li>users can comment on, like, or hide content </li></ul><ul><li>post out to twitter </li></ul><ul><li>open api </li></ul><ul><li>growing pains </li></ul><ul><li>noisy </li></ul><ul><li>disaggregation of comments away from original source </li></ul><ul><li>not mobile </li></ul>
    15. 15. we filled conversation white space – mostly by accident Tool Open-ness High Tool Simplicity Low Low High Email Phone WWW: Project Site Wiki Analog Tweets Shared Bookmarks Blog LAN: Project Site IM Flickr Facebook
    16. 16. a (social) network The Community Pyramid Don Dodge, Microsoft, Emerging Business Team Forrester – from Groundswell http://www.forrester.com/Groundswell/profile_tool.html
    17. 17. inner most ring role discovering , submitting and discussing content relevant to the project; submitting social objects
    18. 18. middle layer role consuming inner ring content and contributing social objects
    19. 19. outer ring role observers and observed
    20. 20. <ul><li>what was discussed? </li></ul>
    21. 21. scott and rob discussed usability testing and mint
    22. 22. a team open to experimentation helped us succeed
    23. 23. chris gave the team something to talk about at lunch
    24. 24. the team were among the first to congratulate rob
    25. 25. nick drew on his old network and got outside help
    26. 26. scott became an evangelist for twitter paul when does rob have time to work? scott that [twitter] is part of the work
    27. 27. bill realized he needed to keep up Bill sometimes I feel like I have absolutely no idea what you guys are talking about. so I had to get on there [twitter] and find out. good luck on your next project and lets keep in touch. i promise i will post more stuff – i have been a little pre-occupied lately.
    28. 28. <ul><li>when did the discussions occur? </li></ul>
    29. 29. aggregate conversation by the hour midnight noon messages 11pm 12am
    30. 30. conversation by individual work 24 home 12 work 211 home 207 home 22 work 39 work 37 home 87 work 56 home 55 work 1 home 5 work 12 home 11 work 95 home 19
    31. 31. <ul><li>what do we know about the network ? </li></ul>
    32. 32. location / proximity New Jersey
    33. 33. length of time spent on project A B C A B C Project Inception “ Phase B” Complete Project Handoff to Client Staffed on project Individual’s end date on project Project timeline
    34. 34. social networks: when joined A B C A B C Project Inception “ Phase B” Complete Project Handoff to Client Staffed on project Individual joined social network Project timeline
    35. 35. what did we learn? 23% more productive Can’t quantify…yet.
    36. 36. what we can say <ul><li>project members willingly shared work and personal information, during and outside of work hours, via social networks </li></ul><ul><li>relative project success measures: </li></ul><ul><li>the project lives on and has momentum </li></ul><ul><li>project went further than 2 previous efforts to achieve the same thing </li></ul><ul><li>The team continues to use social networks without our presence </li></ul>
    37. 37. what we can say <ul><li>project members willingly shared work and personal information, during and outside of work hours, via social networks </li></ul><ul><li>other, less effective team building/collaboration efforts: </li></ul><ul><li>contact list </li></ul><ul><li>email distribution lists </li></ul><ul><li>project servers </li></ul><ul><li>a war room </li></ul><ul><li>status meetings show-and-tells </li></ul><ul><li>after work events </li></ul>
    38. 38. how could we more definitively quantify this behavior? <ul><li>participation measurement </li></ul><ul><ul><ul><ul><ul><li>experiments to increase participation vs. keep organic </li></ul></ul></ul></ul></ul><ul><ul><li>contribution measurement </li></ul></ul><ul><ul><ul><ul><ul><li>what is the ratio of social to work oriented content </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>does this differ by discipline and role? </li></ul></ul></ul></ul></ul><ul><ul><li>at what points in the project is social network activity most critical? </li></ul></ul>
    39. 39. what’s next? <ul><li>conversation… </li></ul><ul><li>rob zand </li></ul><ul><li>jason pryslak </li></ul>

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