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Designing for sociality SSM
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WinkwavesRéal agency for social media
Dr. René M. Jansen
The perspective of “enterprise social networking”
Winkwaves
Yesterday afternoon
Understand literature on social software
The Realm of Sociality: Notes on the Design of Social Softwarehttp://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)
2
NB: Both mandatory for today...
3 main approaches
ParticipateListen DIY
http://mashable.com/2009/02/06/social-media-smartest-brands/
Winkwaves
Case: “Bind employees” via radio 2.0
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Concept
Case: Plein66
Enterprise social networking and knowledge sharing
Social Networking
Who is who: Search on name, expertise or relevance (who should I drink coffee with today...)
Extensive and dynamic user profiles
Factual information
Knowledge Card CV
Dynamic Tag Cloud describing areas of activity
Expert Profiling
Visit as well this users...
All kind of subjects for conversations...
Social Bookmarking
Document Management
Q&A Smart Forum
Group Blog
Form and engage in groups
Social Groups
Communities of interest
Open, closed or even secret places to meetup and share knowledge
Department groups
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Is it about functionality or sociality?
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20 technically equal platforms...
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... trigger completely different behaviour...
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Geregistreerde Lurker
Responder
Eendagsvlieg
Blogger
Bookmarker
Tipper
Storyteller
Profileerder
Observation: Expectation of actors directs role behaviour
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Cast of characters
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Registered Lurker“I’m here for inspiration”
Blogger“Increase my Google page rank”
Responder“Conversation with interesting people”
Tipper“Bumped into this. Interesting 4u?”
Story teller“I like to share my vision”
Profiler“Profiling as a subject matter expert”
One day fly“Nice. But just checking out...”
Bookmarker“Efficiënt for myself”
Design for roles by understanding objectives, attitude and behavior Persona’s
Tip: Focus on people instead of technology
Most frequently used scenario Enterprise 2.0 scenario
Spending time and money on ICT Spending time with people who matter
NB: What happens when an employee leaves the company?
How should I design my own 2.0 site?
What triggers people to participate?
Winkwaves
Change of thinking for organisations
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Sociality = 1. Seeking companionship 2. Forming or extending social groups
Foto: Lennart Woltering
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Example: What does it mean for “Bank 2.0”?
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Design question: What is the social object where sociality evolves around?
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Theoretical foundation
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Theoretical foundation (simplified)
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Bron: Universiteit van Amsterdam, Bouman et al, 2007
Support Practice
Support Building Identify
Mimick Reality
Support Stimulating Self
Sociality
Support useful activities Support building groups
Use recognisable language and a well suited metaphor
Support personal growth and challenges for each individual
A process of enquiry...
(or, a first step towards the asignment...)
Designing social mediais / is not
Designing an information system
SSM - Soft Systems Methodology
There it is, finally...
the assignment...;)
Make a “rich picture” of situation that potentially benefits from social networking
Think a.o. about: knowledge management, CRM, innovation, HRM
Define the “relevant (social) systems”Think a.o: manage knowledge sharing, bound with alumni, recruiting young professional
Think a.o. about: alumnus is still proud, so wants to advocate if his status is supported
Make sane reasoning based on “understanding of real people” about potential dynamics of
adding a social networking solution
What-How-Why
Optional: help with defining “relevant (social) systems”Think a.o: manage knowledge sharing, bound with alumni, recruiting young professional
Treating humans as humans in the digital environment...Winkwaves - Concept agency for social networking and knowledge sharing
Dr. René M. Jansen
The perspective of the socialized enterprise
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