Social Platform Design


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What is a social platform? What are its characteristics and how can we design such a platform? Based on the TeamPark-theory. See

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Social Platform Design

  1. 1. Social platform design<br />Workshop<br />By Patrick Savalle, Innovation-specialist at Sogeti <br />More information:<br />
  2. 2. Mass-collaboration<br />
  3. 3. A new way of collaboration has emergedit is called ‘Social’ and it ‘works’<br />
  4. 4. Socialin tags, an ‘extensive’ definition<br />Crowds<br />Bottom-up<br />Web 2.0<br />Crowd sourcing<br />Wisdom of the crowd<br />User generated content<br />Communities<br />Mass-collaboration<br />Networked<br />Decentralised<br />Stigmergy<br />Organical<br />Asynchronous<br />
  5. 5. Socialas implemented by NatureNature is the ultimate architect,biological life is the ultimate technology<br />
  6. 6. StigmergyNature’s way of setting up mass-collaboration<br />Part of the new science of ‘complex self-organizing systems’. <br />Structure of stigmergy:<br /><ul><li>A platform
  7. 7. Signals (the state of the platform)
  8. 8. Agents or actors leave of change signals
  9. 9. Predictable reactions on these signals</li></ul>Examples of stigmergy:<br /><ul><li>Ants and social insects
  10. 10. Road / traffic
  11. 11. All over nature and organisms
  12. 12. …</li></li></ul><li>Social The intensive definition(in the context of human collaboration)<br />Social is collaboration based on stigmergy or ‘platform-communication’ that enables mass-collaboration between people that don’t need to communicate or synchronize directly and can be anywhere on earth. Social complements the machine-model (bureaucratic) of collaboration.<br />
  13. 13. Social behavior<br /><ul><li>‘Crowd-effects’
  14. 14. Flocking
  15. 15. Social ‘reflexes’
  16. 16. Mathew's-effect or cumulative advantage
  17. 17. Conformity
  18. 18. Collective intelligence</li></li></ul><li>Social design, a new discipline<br />Visual design – the look and feel of the device or platform<br />Interaction design – the way users interact with the device or platform<br />Social design – the way the device or platform lets users interact with each other, controlling social effects that result from this interaction<br />Based on social science, the psychology of crowds. Related to PR / propaganda, crowd-control sciences.<br />
  19. 19. The optimal crowd by design<br />Crowds influence their members. By means of peer-pressure, flocking-behavior, conformity, etc.<br />The optimal crowd is <br /><ul><li>Diverse
  20. 20. Independent
  21. 21. Decentralized
  22. 22. Aggregated </li></ul>The social designer needs<br /> to avoid <br /><ul><li>Informational cascades
  23. 23. Conformity
  24. 24. Inbreeding</li></li></ul><li>The social platformBy definition of TeamPark®<br />
  25. 25. Function of the social platform<br />Social is not based on direct communication, planning, fixed workflows or central command…<br />… it is based on trails and signals left in the environment, the collaboration platform<br />Activity-streams, persistent conversations and bookmarks, explicit social structures, collaborative documents. Things co-workers can stumble upon, triggering collaboration. Self-organizing mass collaboration. Totally decoupled and ‘unorganized’.<br />The platform facilitates mass-collaboration<br />
  26. 26. Form of the social platform<br />Most known in its software-form.<br />… social platforms can be physical as well as virtual, ants use a physical platform, Facebook a virtual<br />Hybrid-forms are also possible (desirable). Mobile-technology for instance can be used to combine physical with virtual (online) elements.<br />
  27. 27. What is a social platform?<br />
  28. 28. What makes a platform social?<br />Evaluate using the ‘S.O.C.I.A.L.’ acronym<br />
  29. 29. Stimulating<br />A social platform has the right mix of interaction stimuli<br />Presence – who is online? Where are my friends?<br />Identity – look who I am, rich profiles, my content<br />Reputation / karma – my value to the community based on ratings<br />Relations – my social network<br />Conversation – what are people talking about<br />Activities – what is going on right now<br />Groups – free forming, self-organizing groups<br />Sharing – common content, information, knowledge<br />
  30. 30. Organic<br />A social platform allows its communities to form their own structures, to self-organize<br />Free grouping – people can form, join and leave groups themselves, easily<br />Organic groups – the system automatically forms groups based on the social graph<br />Free tagging – people can tag all content, building a folksonomy<br />Automated SNA – allow people to travel en utilize their social networks easily<br />
  31. 31. Collaborative<br />A social platform has a sensible mix of stigmergic and social collaboration & communication tools<br />Social network – making true flows of communication explicit, helping in finding expertise and people<br />Social bookmarking – brute force collecting, weighing and filtering of information<br />Blogs – for broadcast communication used for opinion-building and knowledge-sharing<br />Forums – for discussion and persistent conversations<br />Wiki – Stigmergic knowlegde base<br />Wall-to-wall, activity-streams, whiteboards, etc.<br />
  32. 32. Intelligent<br />A social platform has an effective set of collaborative filters and aggregation mechanisms, harnessing the wisdom of the crowd, suppressing ‘noise’, identifying ‘quality’<br />Good reputation system – being able to recognize topic expertise and experts <br />Weighed aggregation – showing only the best quality on the front-/aggregation-pages<br />Passive and active collaborative filtering – to identify quality <br />Voting/ rating – user reputation building and content filtering (quality indication)<br />
  33. 33. Adapted<br />“Your” social platform is adapted to your crowd (employees or customers), processes and tools<br />
  34. 34. Linked<br />A social platform should offer its users to connect to their external social networks and content<br />External networks – LinkedIn, Facebook, MSN, etc.<br />External content – Blogger, Flickr, Youtube, slideshare, mindmeister, etc.<br />External activity – Twitter, Yammer, etc.<br />News aggregation – RSS, etc. <br />
  35. 35. The social organization(extra)<br />
  36. 36. The the current ‘industrial’ modelLimiting communication and formality<br />The industrial model is based on direct, synchronous communication and standardized workflows. The organization adopted a fixed structure and way of working. <br />> Synchronous communication <<br />> Standardized workflows and work dispatch <<br />> Standardized functionprofiles <<br />> ‘machine-bureaucracy’ <<br />
  37. 37. Social in synergy with functionalSome tasks are best performed ‘the old way’, some best the social way<br />
  38. 38. ‘Intelligent Design’Adapt social initiatives to workforce, processes and technology for quick-start<br />