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Understanding Social Comfort to
 Improve Social Tool Adoption
    Thomas Vander Wal - InfoCloud Solutions, Inc.
                  24 March 2010
               eXtension Webinar
Non-digital Story
Commonwealth Club
   of California
Understanding Social Software
  for Mainstream Adoption
“I don’t want to be the company idiot!”
Look to human
social interactions
Social Scripts
Rethink how tools
map to human needs
What is Trust?
Too many
components to trust
Stop using
the term trust
Encourage the use
  of words that
  describe trust
Respect          Comfort
Dependable     Valued

 Honest   Treasured
Loved          Believable
  Consistent   Etcetera...
Social Comfort
3 Parts of
     Social Comfort

• Social Comfort with People
• Social Comfort with Tools
• Social Comfort with Content
Social Comfort
 with People
Elements of
Social Software
Relationships
Reputation
                             Conversation



                               Groups



                               Sharing
         Identity                            Object

                             Collaboration



                               Actions

                Presence
Collaboration



            Groups



       Conversation



       Relationship



           Reputation            Build
                                 Order
            Sharing



            Actions



           Presence

Identity                Object
Collaboration



                          Groups
Traditional
Groupware            Conversation



                     Relationship



                         Reputation            Build
                                               Order
                          Sharing



                          Actions



                         Presence

              Identity                Object
Who Are These People?
Paradox of Familiarity

• Familiarity through working together
• Familiarity through reputation
• Hallway familiarity
Building Comfort
  with People

       • Similar interest
       • Similar life stories
       • Similar experiences
Building Comfort with
        People

        • Sharing experiences
        • One’s own experiences
         • Saved the family farm
         • Cancer survivor
Building Comfort with
        People
    • Empathetic
     • Compassion
     • Understanding of emotion
     • Similar experiences
Consumating’s
“Quirkiness Factor”
Transparency
What are things that
would erode comfort?
Be clear about issues
and list them up front

  • “I am one of ‘them’”
  • “I am paid staff”
Profiles
Do profiles build bonds?

 • Breadth of social possible connections
 • Contextual disclosure
  • Things in common between people
  • Relevance of semi-private disclosure
Social Comfort
  with Tools
Walled Gardens vs.
 Open Sharing
Sharepoint default
Lack of comfort with
    open sharing
Comfortable spaces
with permeable walls
Social Reticence of a Click
“How broadly are my
  activities shared”
“What do others think
   ‘this’ means”
What do the features
and functions of the
 tools/service do?
Social Progressions
• Personal
• Ideas shared (sparks)
• Gathering of others with interests
  (campfire)
• Broader interest gathering (bonfire)
• Honing for broad use and replications
  (torch)
Social Comfort
 with Content
100% of content that is
  potentially sharable
Content Sharing
   Paradox
When people need to find
   “others like me”

 This is often the trigger
  eroding fears around
      social comfort
The more personal the
issue, the more difficult
   it is to attain social
          comfort
Externally Focussed
   Social Empathy

• Sharing may hurt others
• Not wanting to “rock the boat”
• Whistle blowing concerns
Social Comfort
  as a Whole
Thank You!
Credit of Other’s Photos




•   Commonwealth Club, by Steve Rhodes photo of Lowell
    Bergman - http://www.flickr.com/photos/ari/389255633/sizes/l/
URL: http://infocloudsolutions.com
E-mail: thomas@infocloudsolutions.com
AIM: vanderwal
Skype: tjvanderwal
Twitter: @vanderwal or @infocloud
             InfoCloud Solutions, Inc. - 2010

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Social Comfort