Web strategy Vrije Universiteit, 16-11-2007
Today, I would like to talk a little bit more about my professional background so far, from my Msc thesis to what I’m doin...
Agenda <ul><ul><li>Reason – Msc Thesis </li></ul></ul><ul><ul><li>Work: </li></ul></ul><ul><ul><li>Example 1: health commu...
Initiation: University of Amsterdam and Management of Immaterial Values
Focus was on knowledge management, learning…
<ul><li>The view on information and knowledge is changing from an objectivistic (there is only one truth, information or k...
… and communities of practice.
The theory of communities of practice focusses on a subjectivistic approach to knowledge management <ul><li>A widely accep...
A framework for CoPs underlies my msc thesis <ul><li>To support learning in practice, an architecture should be in place t...
My main research question:
“ What hypotheses can be formulated that explain how, and to what extend, social software offers facilities that support t...
How did I approach this research question?
 
Some of my results
<ul><li>My study showed that the three social software services under review support the three components of the design fo...
Some more detailed results
<ul><li>Social software supports “legitimate peripheral participation” </li></ul><ul><li>Because there are various levels ...
<ul><li>Social software has a low technical barrier, but in groups it can have a high emotional barrier </li></ul><ul><li>...
<ul><li>Social software can offer insight in the historical growth in learning process of the community </li></ul><ul><li>...
<ul><li>Learning, in terms of Wenger, is best supported by blogs when the blog is implemented as a  group blog </li></ul><...
<ul><li>A wiki page offers more group responsibility than a traditional Word document </li></ul><ul><li>“ It is confrontin...
Enkele conclusies inzet watvindenwijover.nl <ul><li>Social bookmarking offers for exploration: </li></ul><ul><ul><li>Conne...
Agenda <ul><ul><li>Reason – Msc Thesis </li></ul></ul><ul><ul><li>Work: </li></ul></ul><ul><ul><li>Example 1: health commu...
How did I ended up at my current employee?
And now: some part work, large part fun!
 
I sort of introduced them to concepts like Web 2.0 and social software:
I showed them things like:
 
I talked about some more fundamental principles:
Considering social software, seven building blocks can be identified Identity  - a way of uniquely identifying people in t...
And talked about the economic value of Web 2.0:
Web 2.0 can also be explained within a broader economic trend, which is refered to as the long tail Units sold Total offer...
I also showed some catchy examples…
There are tons of examples of Web 2.0, of which to show a few
And we thought about what is in it for us
There are numerous examples of how organisations can profit from online communities <ul><li>Increasing sales (McKinsey Qua...
The recent developments offer multiple opportunities Web 2.0 Internal <ul><li>Use social software to support our  </li></u...
A little bit more about work
Agenda <ul><ul><li>Reason – Msc Thesis </li></ul></ul><ul><ul><li>Work: </li></ul></ul><ul><ul><li>Example 1: health commu...
How did we get this assignment?
 
So what was it about?
The company wants to transform here static website into a dynamic online community for people with chronic deseases <ul><l...
Approach
Engagement of end users Accountability with users Differentiate through content Community2.0 Supporting a need Focus Rewar...
Agenda <ul><ul><li>Reason – Msc Thesis </li></ul></ul><ul><ul><li>Work: </li></ul></ul><ul><ul><li>Example 1: health commu...
What initiated the contact?
What did they do with this model?
Vision nota Involvement Responsibility Need Reward Focus Differentiate through content Community A Community B Community C
And now the final example…
Agenda <ul><ul><li>Reason – Msc Thesis </li></ul></ul><ul><ul><li>Work: </li></ul></ul><ul><ul><li>Example 1: health commu...
Origins
 
Innovation  is a  key  requisite for an organisation  to   realise  a sustainable competitive  advantage .  Every  individ...
Question: what strategies (concrete examples) can be formulated, given the examples of Web 2.0 we discussed, to nurture in...
What did we do?
We brainstormed…
<ul><li>Innovation Portal </li></ul><ul><li>Facebook </li></ul>Social Networking <ul><li>Friends </li></ul><ul><li>Groups ...
We looked at relevant examples…
But took a slightly different approach
AKA Ideas Exchange, Dell IdeaStorm
Which resulted in…
Breakdown of rationale, mindmap, innovation funnel, and relevant theory results in the portal framework Portal Framework U...
I hope these slides gave some insight in my personal and professional background and how social media and online presence ...
Questions?
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Vu M Kloos 20071116

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Vu M Kloos 20071116

  1. 1. Web strategy Vrije Universiteit, 16-11-2007
  2. 2. Today, I would like to talk a little bit more about my professional background so far, from my Msc thesis to what I’m doing now. I think it’s relevant to you as I was in the same situation 2 years ago as you are now…
  3. 3. Agenda <ul><ul><li>Reason – Msc Thesis </li></ul></ul><ul><ul><li>Work: </li></ul></ul><ul><ul><li>Example 1: health community </li></ul></ul><ul><ul><li>Example 2: another community </li></ul></ul><ul><ul><li>Example 3 and case: innovation </li></ul></ul>
  4. 4. Initiation: University of Amsterdam and Management of Immaterial Values
  5. 5.
  6. 6. Focus was on knowledge management, learning…
  7. 7. <ul><li>The view on information and knowledge is changing from an objectivistic (there is only one truth, information or knowledge can be bracketed and exchanged on markets) towards a more subjectivistic approach to information and knowledge (knowledge is context dependant, lively, dynamic, and changing) </li></ul>Source: Huizing, 2006 Knowledge is subjective (considered from personal viewpoint or taste), contextual, dynamic, and socially constructed. Learning is the construction of new meanings Knowledge is seen as an object or product that can be traded on markets (or is exchangable in organizations) Knowledge Information is an essential ingredient for knowledge and learning Information is seen as an object or product that can be traded on markets Information Subjectivistic Objectivistic
  8. 8. … and communities of practice.
  9. 9. The theory of communities of practice focusses on a subjectivistic approach to knowledge management <ul><li>A widely accepted theory on knowledge management and learning which complies with this more subjectivistic approach to knowledge stems from Etienne Wenger. Etienne Wenger is the founder of social learning theory and communities of practice. </li></ul><ul><li>Communities of Practice are groups of people who share a problem, a passion, or a concern about a certain topic, and who work together and interact on a regular basis to build and develop their knowledge and expertise in this area (Wenger, 2002). Communities are about mutual engagement, they share a joint enterprise and develop a shared repertoire. </li></ul><ul><li>Communities of Practice gain knowledge and learn by constructing new meaning continually. New meaning is constructed in a process called negotiation of meaning. </li></ul><ul><li>(Virtual) communities of practice are everywhere. It is an important approach to knowledge management nowadays, because what takes place in these communities of practice can be, considered as learning. </li></ul><ul><li>Learning takes place in practice, by interacting on an ongoing basis and is therefore inevitable. Learning in practice comprices the following process (Wenger, 1998): </li></ul><ul><ul><li>Evolving forms of mutual engagement </li></ul></ul><ul><ul><li>Understanding and tuning the enterprise </li></ul></ul><ul><ul><li>Developing a shared repertoire </li></ul></ul>
  10. 10. A framework for CoPs underlies my msc thesis <ul><li>To support learning in practice, an architecture should be in place that supports the work of engagement, imagination, and alignment. </li></ul>Imagination Alignment Engagement Design Build active involvement Offer facilities to participate and to reificate Coordinate energy and activities, Align within broader enterprises Creating images, seeing connections Creative process Keywords are: Creating and sustaining relations Facilitate engagement with community And service Faciliate a need
  11. 11. My main research question:
  12. 12. “ What hypotheses can be formulated that explain how, and to what extend, social software offers facilities that support the process of learning in practice in communities of practice?”
  13. 13. How did I approach this research question?
  14. 15. Some of my results
  15. 16. <ul><li>My study showed that the three social software services under review support the three components of the design for learning. It is not much of a surprise that also social networking offer specific characteristics that support the work of engagement, imagination, and alignment. </li></ul>O  Wikis   Weblogs (Groupblogs) Imagination Engagement  O Alignment  O Social Bookmarking    Social Networking O Source: Jansen & Kloos, 2006
  16. 17. Some more detailed results
  17. 18. <ul><li>Social software supports “legitimate peripheral participation” </li></ul><ul><li>Because there are various levels of participation </li></ul><ul><ul><li>Ratio readers / posters </li></ul></ul><ul><ul><li>In public approximately 100 : 1, within a group 3:1 </li></ul></ul><ul><li>Supports various visions of the students learning process: </li></ul><ul><li>“ You do not need to post all the time, or comment, to feel engaged with the community” </li></ul>
  18. 19. <ul><li>Social software has a low technical barrier, but in groups it can have a high emotional barrier </li></ul><ul><li>“ it is striking to see that there is such a high barrier to post something” </li></ul><ul><li>“ the number of nonsense posts decreased over time since the group decided (via commenting and ignoring) that these posts were nog appreciated” </li></ul><ul><li>“ the application of social software in a CoP causes social pressure, which results in an increased feeling of accountability for the quality of contributions” </li></ul>
  19. 20. <ul><li>Social software can offer insight in the historical growth in learning process of the community </li></ul><ul><li>“ The history of wiki pages or blog archive offer insight in the discussion process” </li></ul>
  20. 21. <ul><li>Learning, in terms of Wenger, is best supported by blogs when the blog is implemented as a group blog </li></ul><ul><li>A blog is most suitable for reflection on own actions </li></ul><ul><li>Re-reading old discussions doesn’t happen too often, many of the ideas and discussions die over time due to the chronological approach of blogging </li></ul><ul><li>Besides reflection, a blog has a high attention function, new posts, new discussions. This can be very helpful in groups </li></ul>
  21. 22. <ul><li>A wiki page offers more group responsibility than a traditional Word document </li></ul><ul><li>“ It is confronting when others throw away parts of your writings. This ask for mutual respect and trust”. </li></ul><ul><li>You can slowly blend into a group of “wiki writers” by focusing first on errors, or grammar and then later on the quality of content. </li></ul><ul><li>Visible open ends on a wiki invite people to participate </li></ul><ul><li>Mutual interest for a topic stimulates active participation </li></ul>
  22. 23. Enkele conclusies inzet watvindenwijover.nl <ul><li>Social bookmarking offers for exploration: </li></ul><ul><ul><li>Connection between terms </li></ul></ul><ul><ul><li>People with interesting contributions and opinions </li></ul></ul><ul><ul><li>Through browsing related tags you can find other interesting communities or topics </li></ul></ul><ul><li>The tagcloud offers a direct view on what a community is about. It pulls mutual interests in and keeps others away </li></ul><ul><li>Online identity and personal tagcloud contributes to judging the reliability of the contributions of one person </li></ul>
  23. 24. Agenda <ul><ul><li>Reason – Msc Thesis </li></ul></ul><ul><ul><li>Work: </li></ul></ul><ul><ul><li>Example 1: health community </li></ul></ul><ul><ul><li>Example 2: another community </li></ul></ul><ul><ul><li>Example 3 and case: innovation </li></ul></ul>
  24. 25. How did I ended up at my current employee?
  25. 26.
  26. 27. And now: some part work, large part fun!
  27. 29. I sort of introduced them to concepts like Web 2.0 and social software:
  28. 30. I showed them things like:
  29. 32. I talked about some more fundamental principles:
  30. 33. Considering social software, seven building blocks can be identified Identity - a way of uniquely identifying people in the system Presence - a way of knowing who is online, available or otherwise nearby Relationships - a way of describing how two users in the system are related (e.g. in Flickr, people can be contacts, friends of family) Conversations - a way of talking to other people through the system Groups - a way of forming communities of interest Reputation - a way of knowing the status of other people in the system (who's a good citizen? who can be trusted?) Sharing - a way of sharing things that are meaningful to participants (like photos or videos) Source: http://nform.ca/publications/social-software-building-block
  31. 34. And talked about the economic value of Web 2.0:
  32. 35. Web 2.0 can also be explained within a broader economic trend, which is refered to as the long tail Units sold Total offering Source: Anderson, 2006 1 Democratize production tools resulting in more stuff, which lengthens the tail (user generated media) Democratize distribution tools resulting in more access to niches, which heightens the tail (mash-ups, readers, startpages) 3 Connect supply and demand resulting business driven from hits to niches (RSS, Recommendation, Tags) 2 From a hitdriven market to a niche driven market. For instance, Pandora makes money by delevering the long tail of music to listeners, based on personal interests and profiles
  33. 36. I also showed some catchy examples…
  34. 37. There are tons of examples of Web 2.0, of which to show a few
  35. 38. And we thought about what is in it for us
  36. 39. There are numerous examples of how organisations can profit from online communities <ul><li>Increasing sales (McKinsey Quarterly 2002) </li></ul><ul><li>Creating a strong brand (MITSloan Management Review 2000) </li></ul><ul><li>Better product support (Electronic Markets, 2000) </li></ul><ul><li>More effective market segmentation (McKinsey Quarterly 1995) </li></ul><ul><li>Positive word-of-mouth communication (Journal of Interactive Marketing 2001) </li></ul><ul><li>Source: marketingfacts </li></ul>
  37. 40. The recent developments offer multiple opportunities Web 2.0 Internal <ul><li>Use social software to support our </li></ul><ul><li>employees in their daily </li></ul><ul><li>work: </li></ul><ul><li>Use Wikis to explicate knowledge </li></ul><ul><li>use blogs to discuss knowledge </li></ul><ul><li>use social bookmarking to share and </li></ul><ul><li>retrieve knowledge </li></ul><ul><li>use social networking to connect </li></ul><ul><li>colleagues, knowledge and </li></ul><ul><li>competencies </li></ul>External <ul><li>Marketing </li></ul><ul><li>Create a blogpodium for collegues to discuss and show their knowledge </li></ul><ul><li>Advisory </li></ul><ul><li>Help companies to implement Web 2.0 </li></ul><ul><li>in their Internet / Company strategies </li></ul><ul><li>Developing value propositions </li></ul><ul><li>develop and market a tool that </li></ul><ul><li>integrates the functionalities of Blogs, </li></ul><ul><li>Wikis, social bookmarking and – </li></ul><ul><li>networking (and apply it within the own </li></ul><ul><li>organization) </li></ul>Implementation …
  38. 41. A little bit more about work
  39. 42. Agenda <ul><ul><li>Reason – Msc Thesis </li></ul></ul><ul><ul><li>Work: </li></ul></ul><ul><ul><li>Example 1: health community </li></ul></ul><ul><ul><li>Example 2: another community </li></ul></ul><ul><ul><li>Example 3 and case: innovation </li></ul></ul>
  40. 43. How did we get this assignment?
  41. 45. So what was it about?
  42. 46. The company wants to transform here static website into a dynamic online community for people with chronic deseases <ul><li>The company has access to a potential user community of 15.000 – 50.000 or more people with chronic deseases. </li></ul><ul><li>At this point these people get access to a relative static website where they can find information on their deseases </li></ul><ul><li>The company benefits when they can increase their returing visitors. In order to do that, they want to transform their static website into a dynamic community. They asked us to conduct a review on their plans. </li></ul><ul><li>Interesting topics: target audience 50+, chronic deseases, accountability for community activity? </li></ul>
  43. 47. Approach
  44. 48. Engagement of end users Accountability with users Differentiate through content Community2.0 Supporting a need Focus Reward participants
  45. 49. Agenda <ul><ul><li>Reason – Msc Thesis </li></ul></ul><ul><ul><li>Work: </li></ul></ul><ul><ul><li>Example 1: health community </li></ul></ul><ul><ul><li>Example 2: another community </li></ul></ul><ul><ul><li>Example 3 and case: innovation </li></ul></ul>
  46. 50. What initiated the contact?
  47. 51.
  48. 52. What did they do with this model?
  49. 53. Vision nota Involvement Responsibility Need Reward Focus Differentiate through content Community A Community B Community C
  50. 54. And now the final example…
  51. 55. Agenda <ul><ul><li>Reason – Msc Thesis </li></ul></ul><ul><ul><li>Work: </li></ul></ul><ul><ul><li>Example 1: health community </li></ul></ul><ul><ul><li>Example 2: another community </li></ul></ul><ul><ul><li>Example 3 and case: innovation </li></ul></ul>
  52. 56. Origins
  53. 58. Innovation is a key requisite for an organisation to realise a sustainable competitive advantage . Every individual employee can contribute (to) innovative, refreshing and renewing ideas and opportunities which enables the company to operate at its best and realize a sustainable competitive advantage . The mission of the innovation team, and the innovation portal is to transform every employee into an entrepreneur The innovation Team adopts a strategy focused on enabling the innovative character of the employees by implementing low-barrier, easy-to-use collaboration tools , which captures the collective intelligence and collaborative attitude of the colleagues. The portal should facilitate communities of practice in their need for creating engagement, imagination and alignment. Participants should be able to share a passion, work on a shared problem and collaborate on a shared topic
  54. 59. Question: what strategies (concrete examples) can be formulated, given the examples of Web 2.0 we discussed, to nurture innovation amongst the companies employees? Go in separate teams and think about this question for 15 minutes: then, lets discuss the results.
  55. 60. What did we do?
  56. 61. We brainstormed…
  57. 62. <ul><li>Innovation Portal </li></ul><ul><li>Facebook </li></ul>Social Networking <ul><li>Friends </li></ul><ul><li>Groups </li></ul><ul><li>Second Life </li></ul>Partner Life <ul><li>Flickr </li></ul>Photo sharing <ul><li>Me.dium </li></ul>See who’s online on the same page And chat with them <ul><li>Half Bakery </li></ul>Brainstorm on half ideas <ul><li>Last.fm </li></ul>Get inspired by music you like <ul><li>Blog </li></ul><ul><li>Commenting </li></ul><ul><li>Youtube </li></ul><ul><li>Share </li></ul><ul><li>Upload </li></ul><ul><li>Del.icio.us </li></ul>Share bookmarks <ul><li>Digg </li></ul>social news <ul><li>Rating </li></ul><ul><li>Commenting </li></ul><ul><li>Frontpage </li></ul><ul><li>Basket </li></ul><ul><li>Tagging </li></ul><ul><li>Tagclouds </li></ul><ul><li>Twitter </li></ul>What are you doing? Microblogging (140 characters) <ul><li>Friends </li></ul><ul><li>Followers </li></ul><ul><li>Wiki </li></ul>Create explicit knowledge collaboratively Video sharing <ul><li>Slideshare </li></ul>Upload and share presentations <ul><li>Bookmarklet </li></ul>Extremely easy contribution through Browser plugin <ul><li>RSS </li></ul>Extremely easy distribution of content <ul><li>Netvibes </li></ul>Personalised and easy to edit startpage
  58. 63. We looked at relevant examples…
  59. 64.
  60. 65. But took a slightly different approach
  61. 66. AKA Ideas Exchange, Dell IdeaStorm
  62. 67. Which resulted in…
  63. 68. Breakdown of rationale, mindmap, innovation funnel, and relevant theory results in the portal framework Portal Framework User generated content Bookmarks Blogs Wikis Idea submission Workflow integration Social networking / community Groups Friends Messaging Personalisation, recommendation, and rewarding Latest… Top voted Userpoints / Voting Recommen-dations Tagging Slideshows as flash objects Fun stuff Comments E-mail & RSS support
  64. 69. I hope these slides gave some insight in my personal and professional background and how social media and online presence shaped my current position. I hope it inspires you to follow a similar path…
  65. 70. Questions?

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