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The Value of Social Computing
to Business

Jenny Williams - Ideagarden
The digital user is evolving
People
 New preferences in
  communication
 technology and
  relationships
Evolution of the digital user




         ‘New to Net’ User     Communications         Services           Retail                Participation



      First activities        Email              Online banking   CDs/Books                 Photo sharing
      Get to know ISP         Message services   Simple travel    Complex travel            Video Content generation
      Information search      Photo sharing      Lodge tax        eBay                      Blogs
      LOTS of time browsing   Reading the News   Book concerts    Groceries                 Comments
                                                                  Classifieds               Opinions




Source: Nielsen//NetRatings
Participation rather than presentation
Social Computing Jenny Williams
Technology is connecting the world
There is a whole new
    generation of
executives coming up
 who grew up on the
      internet.
Digital Natives
They often know more than their teachers
Social Computing Jenny Williams
New media Players
THIS HAS CHANGED HOW CONSUMERS CONNECT
As
        as digital
evolves we need
  to look at new
 ways to engage
            them
www.flickr.com/photos/therefore/147730192/
Generation V(irtual)

“not defined by age, gender,
   social demographic or
   geography…but based on
   demonstrated
   achievement,
   accomplishments and an
   increasing preference for
   the use of digital media
   channels to discover
   information”

                  Gartner 2007
They inhabit this world




                   Credit: xkcd
We are familiar with the key players
But also many, many more digital environments
This list goes on and on


The long tail of social networks
                                   55% of Australia's internet users
                                   have used social networks in the
                                   last 12 months…

                                                          CGM study 2008
And they are not passive, they are engaged




         84 percent share content
         such as photos, links and
         video




                  Nielsen Online – CGM study 2008
The scales have   TIPPED
Internet now dominates share of attention



           Internet

               TV

internet




                                                        TV
We are even seeing the decline in other internet usage
And that tipping point has come through the power of social connection




                    8% of all visits to internet sites
                    in Australia were to social
                    networks and forums

                    Average time 12 minutes

                    MySpace was 27 minutes
                    Facebook was 21 minutes.

                                                   Hitwise, 2007
They are your customers and your employees
You can ban social computing from the work place
Or you can   embrace it
People feel
at home
in these types
       of
 environments
Social computing is
replacing other forms of
   collaboration
Knowledge Management                       Social Computing
KM is extra work                         Social computing is part of my
                                         everyday work
Work is behind closed doors              Work is open and transparent
People are afraid to talk openly         Anyone can say anything

People directories provide contact       Social Networking platforms reflect who
information                              is doing what with whom
Content is centralised, protected and    Content is distributed freely and
controlled                               uncontrolled
IT chooses the tools I use               I have a choice & select my own tools
Knowledge sharing is database centric    Knowledge sharing is people centric
Knowledge is forcibly captured just in   Knowledge is naturally captured as part
case                                     of my work
Best Practices                           Stories
                                                               David Gurteen
Isn't this just web 2.0 for business?
No, it has the potential
   to be much bigger
         than that
Value has shifted




ownership             experience
Ownership has moved




institutions              communities
The nature of   CONNECTION   is different
For the individual, it empowers one to many connections




David Armano
Participants control the content
Not all participants are the same
STAGE 1 : Consumer

  Participants read and
  explore the posts of
  others.

  Consumers can be very
  active participants in an
  online community

   …just not yet visible to
     others.
STAGE 2: Commentor

  These people make comments
  on others posts (either on
  blogs, or in discussion forums)
  They often seek clarification,
  agreeing with a statement, or
  offer a suggestion or link to
  something similar.
STAGE 3: Contributor

  Those who have started their
  own blogs or who initiate new
  threads on discussion forums.

  They are confident about putting
  forth their own ideas etc.
Commentator

  Someone who frequently takes
  a 'meta' view of what is going
  on, providing a level of
  leadership within the
  community.

  Their contributions will often
  draw attention to the 'bigger
  picture', making links with
  other work - analysing and
  synthesising the
Social computing alters   communication
Social Computing Jenny Williams
Social Computing Jenny Williams
New forms of communications




        e-mail is, like,
           soooo
            dead
At first, most people don’t get it but eventually, it becomes addictive
Social Computing Jenny Williams
Social Computing Jenny Williams
COMMUNITIES
On mass, it is the many to many connections that drive power
Professional networks
Professional networks
Internal communities

        People form communities based on shared interests.
These become greenhouses for the developing ideas and the distributing
                             information
Social Computing Jenny Williams
Many major computing firms now have dedicated Social Computing
research groups and wikis to drive product development
People hone ideas better in a collaborative environment
Social Networking can
increase
productivity
•! For software
   development, access to
   shared solutions and
   knowledgeable people
   speeds time to delivery.
Better Engagement of employees


Social computing
allows employees
to connect more
easily with one
another and with
the corporation as
a whole.
Social networks, blogs and
wikis create a forum for the
voice of the
employee to be
heard and for their ideas
to be validated
The tools of social computing
Collaborative knowledge
definition




A wiki is a collaborative website
which can be directly edited by
   anyone with access to it.
AvenueA Razerfish

•! Built using open source
   MediaWiki software
Employee personal pages
•!   upload documents,
     add tags by clicking
     or typing:
Blogs are   CONTENT and collaboration
Social Computing Jenny Williams
Social Computing Jenny Williams
Social Computing Jenny Williams
Content is the
   container of
  knowledge and
    information

It is the core driver
    of socialization
Public facing blogs: Whats your objective
Corporate blogging
Employee bloging
Facilitated research
RSS
RSS (quot;Really Simple Syndicationquot;) is a family of web feeds used to publish
frequently updated content such as blog entries, news headlines or
podcasts.
Amazon RSS
RSS at IMB
Social Computing Jenny Williams
PODCASTING



 A podcast is a collection of digital media files which
 is distributed over the Internet, often using
 syndication feeds, for playback on portable media
 players and personal computers.
Tapping into passion
Sympathetic alignment
WIDGETS
Social Computing Jenny Williams
Trend micro Widgets
a web
 application
 that
 combines
 data and
/or

functionality
 from more
 than one
 source
Links


Social Computing drives link strategies
Increase                   Connect with
        reach                    customers &
                                  employees




                 right person,
  Increase       right content
participation                            Understand
                                           needs



                      Increase
                     relevancy
Content as a   Service
The bigger picture


                                      email

                                                               Podcasts
                          Mobile
                                       @
                                                                            Tagging


                Widgets


                                                                                            RSS




                                              Social content

Blogs                                                                                              Messenger

                                              WWW


                                                                                                  Communities

        Wikis




                                                  Videos                  Research
                          Documents                UGC
CONTENT needs to be RECYCLABLE.




Social computing can happen inside the enterprise or outside
Channels can be a web site, web application, mobile device or even
external web platforms such as Facebook or Google applications.
Provide the content that the network needs




A social network Press
release containing
richer snippets of
content, video, tags,
links, rss feeds,
podcasts

Let the audience use it
as they please.
You can’t make ECM
      a principle platform of socialcomputing
unless it delivers against the needs of people
                   within social   environments
To do that, we have to start looking at digital in a whole new way
The key to success is participation
Social computing is about
stimulating conversation
Keeping ideas
    fresh
Insights enable new types of relationships




Embrace the community
Stimulate conversation
Develop insight
Evolve
It’s no longer about the brand, it’s about the customer…as an individual




Develop a mutually beneficial
relationship

   •! Collect helpful data
   •! Build technology that
      enables two way
      communication
   •! Enhance your environment
      based of feedback
You have to generate some sort of critical mass to have
an effect




…participation drives critical mass
understand the
needs and motivations
of individuals
Ideas need to deliver value   to
that individual
Nurture and
leverage
Your
enthusiasts
Connect with them in
Their environments
Not were you want them to be
Remember they will continue to evolve
Social Computing Jenny Williams

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