AEI 2009 Rene Jansen Day 1


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Introduction to social networking
Social networking in a business environment

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AEI 2009 Rene Jansen Day 1

  1. 1. The perspective of “enterprise social networking” Dr. René M. Jansen Winkwaves Réal agency for social media
  2. 2. Winkwaves Chaos is non-understood order
  3. 3. öle...
  4. 4. Structure today...
  5. 5. How it all started... 5
  6. 6. What web 1.0 brought us “Findability and Transparancy” 6
  7. 7. What else did web 1.0 bring us? “Streamlining and accessability of services and transactions” 7
  8. 8. What web 2.0 is adding... “Social life, forming groups and building identity” 8
  9. 9. What else is web 2.0 adding? “Develop yourself, opinion forming and reflection” 9
  10. 10. Imagine...
  11. 11. Everybody on walking distance
  12. 12. Communication and sense making on local level...
  13. 13. Mobility brought freedom
  14. 14. but created distance...
  15. 15. “mediated communication”
  16. 16. Mass communication on country / world level
  17. 17. Stephen J. Williams Meta trend: individualisation & weak ties
  18. 18. Rise of social networking To re-connect with weak ties from the past... 18
  19. 19. Adoption of Social Networking maintain, or connect to complete new weak ties 19
  20. 20. 17 ? Looser!!!! or...? 20
  21. 21. N:M as addition to 1:1 communication Creates bounding and sense of belonging, and stimulates IRL contacts... 21
  22. 22. Everybody on the internet... 22
  23. 23. And that’s even increased by the rise of mobile internet... 23
  24. 24. Metaverse Digital mirror of our lives 24
  25. 25. Leading to new services and new value chains... 25
  26. 26. The Long Tail - Chris Anderson Connecting weak ties in “the long tail” 26
  27. 27. Communities: sense making in the long tail society Social class replaced by Affinity, Commitment and Attention 27
  28. 28. Parallel with: Organisations? McKinsey: 40% knowledge work: “Depending on knowledge, experience, estimation capacity and creativity of the individual” 28
  29. 29. Enterprise 2.0 Motivate people Innovation CRM Knowledge management 29
  30. 30. The new digital divide 2.0 believers 2.0 believers in organisations (strugling to enable 2.0 in their organisations...) The others... SCP: “Individuals are motor of change, and are more often impeded by institutions or organisations than helped to realise the 2.0 potential”
  31. 31. 3 main approaches Listen Participate DIY
  32. 32. Listen Opinion Mining
  33. 33. What are the challenges? Participate Britisch principles for government participation online: - Be credibe: Be precise, complete and transparant. - Be consistent: Simulate constructive critics and polder model discussions. Be in all circumstances courteous, honest and professional. - Be responsive: When you gain new insights, share them if appropriate. - Be integrated: if possible, align online participation with offline communication. - Be civil servant: Remember you are an ambassador of your organisation. If possible you should show your possition and state which organisation you are representing.
  34. 34. Participate
  35. 35. 3 main approaches Listen Participate DIY
  36. 36. Help, the customer talks back! 36
  37. 37. Great, the customer talks back! 37
  38. 38. Co-design en co-creation Herbal Garden 2.0 38
  39. 39. The risc of organising online polls Rules of statistics and democracy... 39
  40. 40. The Hell of Dell... 40
  41. 41. Pfff, aren’t there simply 3 golden rules for a constructive online conversation?
  42. 42. Tip for constructive co-creation 1: Building identity The power of opportunism and transparancy
  43. 43. Tip for constructive co-creation 2: Social control Ability to report and power to change
  44. 44. Tip for constructive co-creation 3: Context Create street lights in a dark tunnel...
  45. 45. Case: “Bind employees” via radio 2.0 pt ce on C Winkwaves 45
  46. 46. Case: Plein66 Enterprise social networking and knowledge sharing
  47. 47. Social Networking Who is who: Search on name, expertise or relevance (who should I drink coffee with today...)
  48. 48. Extensive and dynamic user profiles Factual information Knowledge Card CV Expert Profiling Dynamic Tag Cloud describing areas of activity Visit as well this users...
  49. 49. All kind of subjects for conversations... Group Blog Social Bookmarking Q&A Smart Forum Document Management
  50. 50. Form and engage in groups Department groups Communities of interest Open, closed or even secret places to meetup and share knowledge Social Groups
  51. 51. Is it about functionality or sociality? 20 technically equal platforms... Winkwaves 51
  52. 52. ... trigger completely different behaviour... Profileerder Storyteller Tipper Bookmarker Blogger Eendagsvlieg Responder Geregistreerde Lurker Observation: Expectation of actors directs role behaviour Winkwaves 52
  53. 53. Cast of characters Registered Lurker Bookmarker “I’m here for inspiration” “Efficiënt for myself” One day fly Tipper “Nice. But just checking out...” “Bumped into this. Interesting 4u?” Responder Story teller “Conversation with interesting people” “I like to share my vision” Blogger Profiler “Increase my Google page rank” “Profiling as a subject matter expert” Design for roles by understanding objectives, attitude and behavior Persona’s Winkwaves 53
  54. 54. How should I design my own 2.0 site? What triggers people to participate?
  55. 55. Change of thinking for organisations Foto: Lennart Woltering Sociality = 1. Seeking companionship 2. Forming or extending social groups Winkwaves 55
  56. 56. Example: What does it mean for “Bank 2.0”? Design question: What is the social object where sociality evolves around? Winkwaves 56
  57. 57. smartest-brands/
  58. 58. Tip: Focus on people instead of technology Most frequently used scenario Enterprise 2.0 scenario Spending time with people Spending time and money on ICT who matter NB: What happens when an employee leaves the company?
  59. 59. Summary: “wa’k zegge wou!”
  60. 60. The perspective of the socialized enterprise Download whitepapers on Dr. René M. Jansen Treating humans as humans in the digital environment... Winkwaves - Concept agency for social networking and knowledge sharing
  61. 61. This afternoon Understand literature on social software The Realm of Sociality: Notes on the Design of Social Software Understand dynamics of social networking What are differences and similarities between 5 social networks (Facebook, LinkedIn, Twitter, choose 2 yourself) NB: Both mandatory for tomorrow... Winkwaves 61