Introduction to social networking Social networking in a business environment

1. The perspective of
“enterprise social
networking”
Dr. René M. Jansen
Winkwaves
Réal agency for social media
rene@winkwaves.com

2. Winkwaves Chaos is non-understood order

3. öle...

4. Structure today...

5. How it all started...
5

6. What web 1.0 brought us
“Findability and Transparancy”
6

7. What else did web 1.0 bring us?
“Streamlining and accessability
of services and transactions”
7

8. What web 2.0 is adding...
“Social life, forming groups and building identity”
8

9. What else is web 2.0 adding?
“Develop yourself, opinion forming and reflection”
9

10. Imagine...

11. Everybody
on walking distance

12. Communication and sense
making on local level...

13. Mobility brought freedom

14. but created distance...

15. “mediated communication”

16. Mass communication on
country / world level

17. Stephen J. Williams
Meta trend:
individualisation & weak ties

18. Rise of social networking
To re-connect with weak ties from the past...
18

19. Adoption of Social Networking
...to maintain,
or connect to complete new weak ties
19

20. 17 ?
Looser!!!!
or...?
20

21. N:M as addition to 1:1 communication
Creates bounding and sense of belonging,
and stimulates IRL contacts...
21

22. Everybody on the internet...
22

23. And that’s even increased by the
rise of mobile internet...
23

24. Metaverse
Digital mirror of our lives
24

25. Leading to new services and new
value chains...
25

26. The Long Tail - Chris Anderson
Connecting weak ties in “the long tail”
26

27. Communities: sense making in the
long tail society
Social class replaced by Affinity, Commitment and Attention
27

28. Parallel with:
Organisations?
McKinsey: 40% knowledge work:
“Depending on knowledge, experience,
estimation capacity and creativity of
the individual”
28

29. Enterprise 2.0
Motivate people
Innovation
CRM
Knowledge management
29

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. 3 main approaches
Listen Participate DIY

32. Listen
Opinion Mining

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. Participate

35. 3 main approaches
Listen Participate DIY

36. Help, the customer talks back!
36

37. Great, the customer talks back!
37

38. Co-design en co-creation
Herbal Garden 2.0
38

39. The risc of organising online polls
Rules of statistics and democracy...
39

40. The Hell of Dell...
40

41. Pfff, aren’t there simply
3 golden rules for
a constructive online
conversation?

42. Tip for constructive co-creation 1:
Building identity
The power of opportunism and transparancy

43. Tip for constructive co-creation 2:
Social control
Ability to report and power to change

44. Tip for constructive co-creation 3:
Context
Create street lights in a dark tunnel...

45. Case: “Bind employees” via radio 2.0
pt
ce
on
C
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46. Case: Plein66
Enterprise social networking and knowledge sharing

47. Social Networking
Who is who: Search on name, expertise or
relevance (who should I drink coffee with today...)

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. All kind of subjects for conversations...
Group Blog
Social Bookmarking
Q&A Smart Forum
Document Management

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. Is it about functionality or sociality?
20 technically equal platforms...
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52. ... trigger completely different behaviour...
Profileerder
Storyteller
Tipper
Bookmarker
Blogger
Eendagsvlieg
Responder
Geregistreerde Lurker
Observation:
Expectation of actors directs role behaviour
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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
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54. How should I design my own
2.0 site?
What triggers people to
participate?

55. Change of thinking for organisations
Foto: Lennart Woltering
Sociality = 1. Seeking companionship
2. Forming or extending social groups
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56. Example: What does it mean for “Bank 2.0”?
Design question: What is the social object where
sociality evolves around?
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57. http://mashable.com/2009/02/06/social-media-
smartest-brands/

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. Summary: “wa’k zegge wou!”

60. The perspective of the
socialized enterprise
Download whitepapers on Winkwaves.com
Dr. René M. Jansen
Treating humans as humans in the digital environment...
Winkwaves - Concept agency for social networking and knowledge sharing
rene@winkwaves.com

61. This afternoon
Understand literature on social software
The Realm of Sociality: Notes on the Design of Social Software
http://primavera.fee.uva.nl/PDFdocs/2008-01.pdf
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...
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