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What is a social platform? What are its characteristics and how can we design such a platform? Based on the TeamPark-theory. See http://teampark.org
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Social platform design
WorkshopBy Patrick Savalle, Innovation-specialist at Sogeti More information: [email protected]
Mass-collaboration
A new way of collaboration has emerged
it is called ‘Social’ and it ‘works’
Social in tags, an ‘extensive’ definition
Crowd sourcing
Wisdom of the crowd
StigmergyDecentralised
User generated content
Web 2.0
Organical
Mass-collaborationNetworked
Bottom-up
Communities
Crowds
Asynchronous
Social as implemented by NatureNature is the ultimate architect,
biological life is the ultimate technology
Part of the new science of ‘complex self-organizing systems’.
Structure of stigmergy:• A platform• Signals (the state of the platform)• Agents or actors leave of change signals• Predictable reactions on these signals
Examples of stigmergy:• Ants and social insects• Road / traffic• All over nature and organisms• …
StigmergyNature’s way of setting up
mass-collaboration
Social is collaboration based on stigmergy or ‘platform-communication’ that enables mass-collaboration between people that don’t need to communicate or synchronize directly and can be anywhere on earth. Social complements the machine-model (bureaucratic) of collaboration.
Social The intensive definition
(in the context of human collaboration)
Social behavior• ‘Crowd-effects’• Flocking• Social ‘reflexes’• Mathew's-effect or cumulative advantage• Conformity• Collective intelligence
Social design, a new discipline
Visual design – the look and feel of the device or platform
Interaction design – the way users interact with the device or platform
Social design – the way the device or platform lets users interact with each other, controlling social effects that result from this interaction
Based on social science, the psychology of crowds. Related to PR / propaganda, crowd-control sciences.
The optimal crowd by design
Crowds influence their members. By means of peer-pressure, flocking-behavior, conformity, etc.
The optimal crowd is • Diverse• Independent• Decentralized• Aggregated
The social designer needs to avoid • Informational cascades• Conformity• Inbreeding
The social platformBy definition of TeamPark®
Function of the social platform
Social is not based on direct communication, planning, fixed workflows or central command…
… it is based on trails and signals left in the environment, the collaboration platform
Activity-streams, persistent conversations and bookmarks, explicit social structures, collaborative documents. Things co-workers can stumble upon, triggering collaboration. Self-organizing mass collaboration. Totally decoupled and ‘unorganized’.
The platform facilitates mass-collaboration
Form of the social platform
Most known in its software-form.
… social platforms can be physical as well as virtual, ants use a physical platform, Facebook a virtual
Hybrid-forms are also possible (desirable). Mobile-technology for instance can be used to combine physical with virtual (online) elements.
What is a social platform?
What makes a platform social?Evaluate using the ‘S.O.C.I.A.L.’ acronym
Activity
Presence
Identity
Relations
GroupsReputation
Sharing
Conversation
Challenges
Stimulating
A social platform has the right mix of interaction stimuli
Presence – who is online? Where are my friends?
Identity – look who I am, rich profiles, my content
Reputation / karma – my value to the community based on ratings
Relations – my social network
Conversation – what are people talking about
Activities – what is going on right now
Groups – free forming, self-organizing groups
Sharing – common content, information, knowledge
Organic
A social platform allows its communities to form their own structures, to self-organize
Free grouping – people can form, join and leave groups themselves, easily
Organic groups – the system automatically forms groups based on the social
graph
Free tagging – people can tag all content, building a folksonomy
Automated SNA – allow people to travel en utilize their social networks easily
Collaborative
A social platform has a sensible mix of stigmergic and social collaboration & communication tools
Social network – making true flows of communication explicit, helping in finding
expertise and people
Social bookmarking – brute force collecting, weighing and filtering of information
Blogs – for broadcast communication used for opinion-building and knowledge-
sharing
Forums – for discussion and persistent conversations
Wiki – Stigmergic knowlegde base
Wall-to-wall, activity-streams, whiteboards, etc.
Intelligent
A social platform has an effective set of collaborative filters and aggregation mechanisms, harnessing the wisdom of the crowd, suppressing ‘noise’, identifying ‘quality’
Good reputation system – being able to recognize topic expertise and experts
Weighed aggregation – showing only the best quality on the front-/aggregation-
pages
Passive and active collaborative filtering – to identify quality
Voting / rating – user reputation building and content filtering (quality indication)
Adapted“Your” social platform is adapted to your crowd (employees or customers), processes and tools
Linked
A social platform should offer its users to connect to their external social networks and content
External networks – LinkedIn, Facebook, MSN, etc.External content – Blogger, Flickr, Youtube, slideshare, mindmeister, etc.External activity – Twitter, Yammer, etc.News aggregation – RSS, etc.
The social organization(extra)
The the current ‘industrial’ modelLimiting communication and formality
The industrial model is based on direct, synchronous communication and standardized workflows. The organization adopted a fixed structure and way of working.
> Synchronous communication <> Standardized workflows and work dispatch <> Standardized functionprofiles <> ‘machine-bureaucracy’ <
Social in synergy with functionalSome tasks are best performed ‘the old way’, some best the social way
‘Intelligent Design’Adapt social initiatives to workforce, processes and technology for quick-start
1. Make inventory of the wishes, talents, social
communication- en collaboration habits and
(im)possibilities of your employees
2. Identify the misplaced, underperforming and hidden social processes and the social hubs in your current, functional organization
3. Select or construct social concepts and
means which fit your people and processen and bring them alive
1+2+3 = optimal social germs