Business Applications of Social Software

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Keynote for the Forum of Women Entrepreneurs & Executives. March 25th, 2008.

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Business Applications of Social Software

  1. 1. Leveraging Social Software for Business Value Ross Mayfield, Socialtext Forum for Women Entrepreneurs & Executives March 2008
  2. 2. <ul><li>Identity expression now common on the web </li></ul>
  3. 3. <ul><li>Cost of global publishing is falling to zero </li></ul>
  4. 4. <ul><li>Cost of group forming is falling to zero </li></ul>
  5. 5. <ul><li>Peers are more trusted than institutions </li></ul>
  6. 6. <ul><li>NetGens are the biggest demographic shift ever </li></ul>
  7. 7. <ul><li>The greatest pattern of Web 2.0 is sharing control to create value </li></ul>
  8. 8. <ul><li>Identity expression on the web is common </li></ul><ul><li>Cost of global publishing is falling to zero </li></ul><ul><li>Cost of group forming is falling to zero </li></ul><ul><li>Peers are more trusted than institutions </li></ul><ul><li>NetGens are the biggest demographic shift ever </li></ul><ul><li>Sharing control to create value </li></ul>
  9. 9. N
  10. 10. N 2
  11. 11. 2 n
  12. 12. <ul><li>Implicit </li></ul><ul><li>Structured </li></ul><ul><li>Conversation, connect </li></ul><ul><li>Social Discovery filter </li></ul><ul><li>Blogs </li></ul><ul><li>More public </li></ul><ul><li>Power of strong ties </li></ul><ul><li>Communities </li></ul><ul><li>Explicit </li></ul><ul><li>Unstructured </li></ul><ul><li>Connect, converse </li></ul><ul><li>Social Network filter </li></ul><ul><li>YASNS </li></ul><ul><li>More private </li></ul><ul><li>Power of weak ties </li></ul><ul><li>Networks </li></ul>
  13. 13. Decoupling Decisions <ul><li>In the real world, conversation comes before connection, and often around a social object </li></ul><ul><li>But with connections, the value is the social network as a filter and method of discovery </li></ul>
  14. 15. <ul><li>Work </li></ul>Participation Brittanica
  15. 16. <ul><li>Share </li></ul>Participation Open
  16. 17. <ul><li>Participation </li></ul>Wikipedia
  17. 18. <ul><li>To get the benefits of sharing control </li></ul><ul><li>and being open, you have to move </li></ul><ul><li>towards transparency </li></ul>
  18. 19. <ul><li>4 Solution Areas </li></ul>
  19. 20. <ul><li>Collaborative Intelligence from the Field </li></ul><ul><li>Core - edge, edge - core, edge - edge </li></ul><ul><li>Marketing publishes, gains feedback, field collaborates directly, insight bubbles up </li></ul><ul><li>Discover expertise, implicitly fist </li></ul>
  20. 21. <ul><li>Participatory Knowledgebase for Support </li></ul><ul><li>Rapid documentation </li></ul><ul><li>Discovery with search, tags and metrics </li></ul><ul><li>Dynamic Intranet in-the-flow of work </li></ul>
  21. 22. <ul><li>Flexible Client Collaboration for Professional Services </li></ul><ul><li>From Statement of Work to fulfillment </li></ul><ul><li>Project communication and transparency </li></ul>
  22. 23. <ul><li>Business Social Networks for </li></ul><ul><li>Partners and Customers </li></ul><ul><li>Similar pattern as Collaborative </li></ul><ul><li>Intelligence, but with ecosystem and </li></ul><ul><li>in-the-flow </li></ul>
  23. 24. Thank you ross.typepad.com [email_address]

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