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Introduction to the Social WebJuly 14, 2010
Shared LanguageEvery person comes to a group with different experience.To join a culture, each person must learn the Shared Language of that culture.
Shared LanguageEvery culture creates for itself a Shared LanguageThe process of creating a Shared Language is essential for group formationWe already have Shared LanguageOpening CircleCheck InAppreciationThe purpose of this workshop is to begin to create a Shared Language for the Social Web
The ProblemSo what is the problem we are trying to solve?Rapid Change!
Rapid ChangeSo what is changing?Product Proliferation
Rapid ChangeSo what is changing?Product ProliferationMedia Proliferation
Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess Proliferation
Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation
Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation Rise of Active Participation
Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation Rise of Active ParticipationDemand for Authenticity
Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation Rise of Active ParticipationDemand for AuthenticityThe Long Tail
Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation Rise of Active ParticipationDemand for AuthenticityThe Long TailExponential Times
Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation Rise of Active ParticipationDemand for AuthenticityThe Long TailExponential TimesClimate Change
Joining the ConversationThere is only one way to manage this rapid changeFind others to help you!Join the Conversation!
The Social WebSo where is this place that we are going to converse? It’s called the Social WebSo what is the Social Web?It is Social Networks of people having conversationsWho are sharing Social MediaIt functions using Social SoftwareapplicationsAnd takes advantage of the toolchest of open technologies called Web 2.0
Social NetworksSo what areSocial Networks?“A web of interconnected people who directly or indirectly interact with or influence each other.”— divers hands
Social NetworksSo what are Social Networks?“A web of interconnected people who directly or indirectly interact with or influence each other.”The web of connections that make up the structure of a Social Network are as important as the nodesThe information that flows through these relationships are two-way, i.e. they are conversations
Social NetworksTypes of Relationships?KinshipFriendshipFinancial exchangeCommon beliefsCommon interestsCommon culture
Social NetworksWhy are Social Networks so powerful?Connections are exponentialTier Three people are those that influence hundredsTier Two people are those that influence thouse hundreds, and thus influence thousandsTier One people are those that can influence ten’s of thousands
Social NetworksHowever, the hierarchy above doesn’t accurately describe what really happensEvery Tier One influencer is surrounded by other peopleEven a small Tier Three people can have strong influence on Tier Ones, thus have influence on thousandsSocial networks are fractal
Social NetworksAlso, the interactions between different social networks may not be intuitively obviousPeople can connect the social networks in many different ways
Social NetworksThese are are some of the people that are between the networksConnectors — connect people to each otherMavens — connect people through sharing knowledgeInfluencers — Use knowledge to engage and persuade
Social NetworksFacebook is not a Social NetworkFacebook offers services to Social NetworksThus it is more properly a Social Networking ServiceIt is is Facebook’s interest to claim they are the Social NetworkIf Facebook were to close today, the Social Networks it serves would still exist
Social MediaSo what is Social Media?“The online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.”— divers handsNews & StoriesPlaces & EventsSpeech & AudioPhotos & Videos
Parking Lot Indicator
Social MediaAbove all, Social Media is about conversationsThey are personal and authenticThey are vibrant and emergentThey are two-way — you must listen then respondThey can’t be controlled or organized without losing their value
Social MediaFive Rules of Conversation— doc searlsThe purpose of conversation is to create and improve understanding — not to “deliver messages”There is no “audience” in conversation, only partnersPeople in conversations don’t repeat the same thing over and over — they move onConversations are about listening and talking, not announcingConversation is live, and constantly moving and changing
Social MediaSocial Media as an umbrella term does not include all of the Social WebIn fact, much of the abuses of the Social Web are cause by old-style Madison Ave. marketingThey are attempting to co-opt the Social Web by returning it to be a one-way mediumFor Social Media to be effective, it must be two-way, i.e. conversational
Social NetworksTell of an example of use of Social Media that you love?How about Social Media use you hate? (i.e. what's an annoying/marketing/self-promoting use of social media that drives you nuts?)
Social SoftwareSo what is Social Software?“Software that supports group interaction.”— clay shirky“Software that supports, extends, or derives value from human social behavior.”— tom coates
Social SoftwareSo what are some kinds of social software?
Forums &OnlineCommunitiesBlogsSocialNetworkingServicesMedia SharingLife StreamingPodcasts
BlogsWhat is a “Blog”?“A frequent and chronological publication of personal thoughts, pictures and weblinks”
BlogsAs a collective, the blogosphere rivals any mass media in terms of reach, time spent, and their wider cultural, social and political impact.Blogging today must be embraced whether you are a technologist, a marketer, advertising professional, content producer, or a teacher.
Dark Side of Social SoftwareSocial Software
Dark Side of Social Software Software that gets spammed-- clay shirkySocial Software
Dark Side of Social Software Software that gets spammed-- clay shirkySoftware that gets trolls-- sunir shahSocial Software
Dark Side of Social Software Software that gets spammed-- clay shirkySoftware that gets trolls-- sunir shahSoftware that gets you laid-- jamiezawinskiSocial Software
Web 2.0So what is Web 2.0?“The technology and web design to enhance creativity, information sharing, and collaboration among users”— anonymous
The Social WebSo what are the technologies of Web 2.0?Open Data FormatsRSS, HTML, XML, Atom, ...Open APIsREST, Ajax, OpenID, oAuth, ...Open ApproachesForm≠Content, Mashups,  Aggregation, Filtering, Tagging, Folksonomy, ...
The Social Webhttp://www.mirnabard.com/2010/02/15-categories-of-social-media/
Social Media Glossaryhttp://www.socialbrite.org/sharing-center/glossary/
Questions? Feedback?ChristopherA@LifeWithAlacrity.com
VIDEO: Lefever, L. (2007, June 27) Commoncraft, Seattle, WA USA. Retrieved from http://commoncraft.com/video-social-networkingSocial Networking in Plain EnglishABSTRACT: “Social Networking in Plain English introduces the basic ideas behind Social Networking. The video focuses on the role of social test networking in solving real-world problems. The video includes: The role of people networks in business and personal life; The hidden nature of real-world people networks; How social networking sites reveal hidden connections; The basic features of social networking websites.”
VIDEO: Wesch, M. (2007, May 08) Digital Ethnography, Kansas State University, Manhattan, KS, USA. Retrieved from http://www.youtube.com/watch?v=NLlGopyXT_gThe Machine is Us/ing Us (Final Version)POETIC TRANSCRIPT: “We Are the Web, When we post and then tag pictures, teaching the Machine to give names, we are teaching the Machine., Each time we forge a link, we teach it an idea. Think of the 100 billion times per day humans click on a Web page, teaching the Machine”
VIDEO: Qualman, E. (2010, May 27) Socialnomics. Retrieved from http://www.youtube.com/watch?v=lFZ0z5Fm-NgSocial Media Revolution 2 (refresh)ABSTRACT: “Social Media Revolution 2 is a refresh of the original video with new and updated social media & mobile statistics that are hard to ignore. Based on the book Socialnomics by Erik Qualman.”
More resources…http://delicious.com/christophera/bgimgt566sx/unit1

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Introduction to the Social Web (2010-07-14 final)

  • 1. Introduction to the Social WebJuly 14, 2010
  • 2. Shared LanguageEvery person comes to a group with different experience.To join a culture, each person must learn the Shared Language of that culture.
  • 3. Shared LanguageEvery culture creates for itself a Shared LanguageThe process of creating a Shared Language is essential for group formationWe already have Shared LanguageOpening CircleCheck InAppreciationThe purpose of this workshop is to begin to create a Shared Language for the Social Web
  • 4. The ProblemSo what is the problem we are trying to solve?Rapid Change!
  • 5. Rapid ChangeSo what is changing?Product Proliferation
  • 6. Rapid ChangeSo what is changing?Product ProliferationMedia Proliferation
  • 7. Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess Proliferation
  • 8. Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation
  • 9. Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation Rise of Active Participation
  • 10. Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation Rise of Active ParticipationDemand for Authenticity
  • 11. Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation Rise of Active ParticipationDemand for AuthenticityThe Long Tail
  • 12. Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation Rise of Active ParticipationDemand for AuthenticityThe Long TailExponential Times
  • 13. Rapid ChangeSo what is changing?Product ProliferationMedia ProliferationAccess ProliferationFragmentation & Disintermediation Rise of Active ParticipationDemand for AuthenticityThe Long TailExponential TimesClimate Change
  • 14. Joining the ConversationThere is only one way to manage this rapid changeFind others to help you!Join the Conversation!
  • 15. The Social WebSo where is this place that we are going to converse? It’s called the Social WebSo what is the Social Web?It is Social Networks of people having conversationsWho are sharing Social MediaIt functions using Social SoftwareapplicationsAnd takes advantage of the toolchest of open technologies called Web 2.0
  • 16. Social NetworksSo what areSocial Networks?“A web of interconnected people who directly or indirectly interact with or influence each other.”— divers hands
  • 17. Social NetworksSo what are Social Networks?“A web of interconnected people who directly or indirectly interact with or influence each other.”The web of connections that make up the structure of a Social Network are as important as the nodesThe information that flows through these relationships are two-way, i.e. they are conversations
  • 18. Social NetworksTypes of Relationships?KinshipFriendshipFinancial exchangeCommon beliefsCommon interestsCommon culture
  • 19. Social NetworksWhy are Social Networks so powerful?Connections are exponentialTier Three people are those that influence hundredsTier Two people are those that influence thouse hundreds, and thus influence thousandsTier One people are those that can influence ten’s of thousands
  • 20. Social NetworksHowever, the hierarchy above doesn’t accurately describe what really happensEvery Tier One influencer is surrounded by other peopleEven a small Tier Three people can have strong influence on Tier Ones, thus have influence on thousandsSocial networks are fractal
  • 21. Social NetworksAlso, the interactions between different social networks may not be intuitively obviousPeople can connect the social networks in many different ways
  • 22. Social NetworksThese are are some of the people that are between the networksConnectors — connect people to each otherMavens — connect people through sharing knowledgeInfluencers — Use knowledge to engage and persuade
  • 23. Social NetworksFacebook is not a Social NetworkFacebook offers services to Social NetworksThus it is more properly a Social Networking ServiceIt is is Facebook’s interest to claim they are the Social NetworkIf Facebook were to close today, the Social Networks it serves would still exist
  • 24. Social MediaSo what is Social Media?“The online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.”— divers handsNews & StoriesPlaces & EventsSpeech & AudioPhotos & Videos
  • 26. Social MediaAbove all, Social Media is about conversationsThey are personal and authenticThey are vibrant and emergentThey are two-way — you must listen then respondThey can’t be controlled or organized without losing their value
  • 27. Social MediaFive Rules of Conversation— doc searlsThe purpose of conversation is to create and improve understanding — not to “deliver messages”There is no “audience” in conversation, only partnersPeople in conversations don’t repeat the same thing over and over — they move onConversations are about listening and talking, not announcingConversation is live, and constantly moving and changing
  • 28. Social MediaSocial Media as an umbrella term does not include all of the Social WebIn fact, much of the abuses of the Social Web are cause by old-style Madison Ave. marketingThey are attempting to co-opt the Social Web by returning it to be a one-way mediumFor Social Media to be effective, it must be two-way, i.e. conversational
  • 29. Social NetworksTell of an example of use of Social Media that you love?How about Social Media use you hate? (i.e. what's an annoying/marketing/self-promoting use of social media that drives you nuts?)
  • 30. Social SoftwareSo what is Social Software?“Software that supports group interaction.”— clay shirky“Software that supports, extends, or derives value from human social behavior.”— tom coates
  • 31. Social SoftwareSo what are some kinds of social software?
  • 33. BlogsWhat is a “Blog”?“A frequent and chronological publication of personal thoughts, pictures and weblinks”
  • 34. BlogsAs a collective, the blogosphere rivals any mass media in terms of reach, time spent, and their wider cultural, social and political impact.Blogging today must be embraced whether you are a technologist, a marketer, advertising professional, content producer, or a teacher.
  • 35. Dark Side of Social SoftwareSocial Software
  • 36. Dark Side of Social Software Software that gets spammed-- clay shirkySocial Software
  • 37. Dark Side of Social Software Software that gets spammed-- clay shirkySoftware that gets trolls-- sunir shahSocial Software
  • 38. Dark Side of Social Software Software that gets spammed-- clay shirkySoftware that gets trolls-- sunir shahSoftware that gets you laid-- jamiezawinskiSocial Software
  • 39. Web 2.0So what is Web 2.0?“The technology and web design to enhance creativity, information sharing, and collaboration among users”— anonymous
  • 40. The Social WebSo what are the technologies of Web 2.0?Open Data FormatsRSS, HTML, XML, Atom, ...Open APIsREST, Ajax, OpenID, oAuth, ...Open ApproachesForm≠Content, Mashups, Aggregation, Filtering, Tagging, Folksonomy, ...
  • 44. VIDEO: Lefever, L. (2007, June 27) Commoncraft, Seattle, WA USA. Retrieved from http://commoncraft.com/video-social-networkingSocial Networking in Plain EnglishABSTRACT: “Social Networking in Plain English introduces the basic ideas behind Social Networking. The video focuses on the role of social test networking in solving real-world problems. The video includes: The role of people networks in business and personal life; The hidden nature of real-world people networks; How social networking sites reveal hidden connections; The basic features of social networking websites.”
  • 45. VIDEO: Wesch, M. (2007, May 08) Digital Ethnography, Kansas State University, Manhattan, KS, USA. Retrieved from http://www.youtube.com/watch?v=NLlGopyXT_gThe Machine is Us/ing Us (Final Version)POETIC TRANSCRIPT: “We Are the Web, When we post and then tag pictures, teaching the Machine to give names, we are teaching the Machine., Each time we forge a link, we teach it an idea. Think of the 100 billion times per day humans click on a Web page, teaching the Machine”
  • 46. VIDEO: Qualman, E. (2010, May 27) Socialnomics. Retrieved from http://www.youtube.com/watch?v=lFZ0z5Fm-NgSocial Media Revolution 2 (refresh)ABSTRACT: “Social Media Revolution 2 is a refresh of the original video with new and updated social media & mobile statistics that are hard to ignore. Based on the book Socialnomics by Erik Qualman.”