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Hoe to improve people findability in large organiszations. How to improve people serach on Internet by using semantic web technology
Citation preview
Contents
• Part 1: Intranet people search (case study)
• Part 2: Internet people search
What if Harley had never met Davidson?
VisionVision in the project
What if Bang had never met Olufsen?
Visionen i prosjektet
What can 35000 people do together?
Connected people work smarter
The challengeUndocumented knowledgeUtilizing the weak tiesSharePoint pain points
Challenge: undocumented knowledge
• 80 % of the knowledge is in peoples head *)
*) http://www.cmbg.org/papers/2003Presentations/P04-Capt%20&%20Using%20Val%20Undoc%20Knowl%20-%20Lewis%20Hanes.ppt.
Challenge: undocumented knowledge
• Knowledge workers use as much as 40% of their time to find answers
• They use more than 20% of our time finding answers that others in the company already have
• Less than 20% of available critical knowledge is being used actively
• Employees are more likely to turn to colleagues for information
• Connecting people is the fastest way to speed up knowledge reuse
• Research from Way of Work project
Challenge: utilizing the weak ties
• Collaboration usually done in very small groups– How to make these small groups connect to each other?
– Granovetter’s model of social networks
http://en.wikipedia.org/wiki/Weak_tie
Challenge: SharePoint pain points
Site 1
Site 15
Site 2
Site 1
Site 1000Site 1
Site 345
Site 6
Site 1
Site 1
Site 3
Site 1
Site 4
Site 1
Site 300Site 7
Site nSite 100
Site 46
Blog 3
Blog 1
Site 50
Site 200
Blog 2
Site 1 Site 2
Site 100
Site 100
Site 100
Site 100 Site 100
Site 100Collaboration
Human resources
Recruiting
Challenge: the collaboration cycle
Phase Tools Challenge
Find Search, navigation Content must be searchable/navigable
Choose Navigable search result Good relevance indicators
Communicate IM, email etc Immediate contact
Create relation
Knowledge network Reify relation
Collaborate Wikis, workspaces etc Ease of use, no extra work
Share Blog, CMS, DM etc Ease of use, good metadata
Find Search, navigation Content must be searchable/navigable
The collaboration cycle. Jørgen Dalen and Anne Zanussi
FindabilityFace recognitionThe use of conceptsExploration vs targeted behavior
FindabilityFace recognitionThe use of conceptsExpoloration vs targeted search
Findability: exploration vs targeted behavior
Is a domain expert in
Usability
User experience
UX dept
Tone Terum
Is a
utho
r of
New guidelines for mobile (news story)
Halogen
Is e
mpl
oyed
in
Has
as
sub-
dom
ain
Colleague w
ith
Has as topic
Exploration Targeted behavior: Persons “hubs” in the information space
Is a service delivered by
Usability
User experience
Tone Terum Is o
wne
d by
Halogen
Is e
mpl
oyed
in
has
as s
ub-d
omai
n
Is expert in
has as topic Mobile guidelines (news article)
writ
ten
by
Findability: the use of concepts
Documents
Workspaces
Site x
Persons (My Site)
• Strategy and finance– Business development
– Business strategy
– Business plan
• Market and product– Marketing and branding
– Market strategy
– Market research and analysis
– Product management
• Sales and customer relations– Customer support
– Direct sales
– Etc
Taxonomy (competence areas) Information assetsPortal pages
Portal
Business strategy
Domain experts
Related documents
Workspaces
Ola NormannKari AndersenJørgen Dalen
Lorem ipsum dolor sit amet, odio iusto set diam nonummy carem clarem.
Workspace 1Workspace 2
Document 1Document 2
Document 3Document 4
Topic pagesWorkspace 1Workspace 2
EthicsThe dilemmas of ranking peopleEthicsThe dilemma of ranking people
Solution name
Ethics: three principles for ranking people
• Social distance: higher ranking to people that is similar– Pros: Increased relevance
– Con: The strength of weak ties not necessarily utilized
Ethics: three principles for ranking people
• Social distance: higher ranking to people that is similar– Pros: Increased relevance
– Con: The strength of weak ties not necessarily utilized
• Contribution: higher ranking to people that contribute– Pros: These people tend to be motivated to contribute
– Cons: Might lead to manipulation of ranking
Ethics: three principles for ranking people
• Social distance: higher ranking to people that is similar– Pros: Increased relevance
– Con: The strength of weak ties not necessarily utilized
• Contribution: higher ranking to people that contribute– Pros: These people tend to be motivated to contribute
– Cons: Might lead to manipulation of ranking
• Consumption: higher ranking to people that are often contacted/bookmarked
– Pros: Reflects the actual interest in this person
– Cons: These people might not want to be contacted
Conclusion
Conclusion intranet search
• Vision– Finding the right person can be more important than finding a document
• Interaction– Finding a person is not enough (connecting, relating, collaborating…)
• Information architecture – Use the same taxonomy for both people and content (not two different
systems)
If the world was my intranet…
People search on the internet
Why interest for people search on Internet?
www.halogen.no/kurs-og-artikler/fagartikler/internett-trender-for-2009/
Why interest for people search on Internet?
• The social media war is moving into the search realm
• Search engines must utilize data on social distance to become more effective
• More people than before contribute with content on the web
• Semantic web offer new possibilities
• More organizations see the necessity with a multi-networked approach
Ambiguous:Which Jørgen Dalen?
Outdated
Redunant
Trivial
Sesam personsøk
Disambiguation, but not possible to filter the content on chosen person
Google profile: what is the purpose?
Google profile: what is the purpose?
• Improve data quality?
• Getting monopoly by “owning” the namespace?
• Evolve into a more social search (utilizing social graphs)
• Offer personal SEO?
• Compete with LinkedIn, Facebook and other person profile pages?
• Enrich the use of other Google applications (Google Talk)?
• http://factoryjoe.com/blog/2009/04/15/google-profiles-namespace-lock-in-social-search/
• http://googleblog.blogspot.com/2009/04/search-for-me-on-google.html
Promising ”semantic web-ish” initiatives
• One identity for login on different web services
• Only applicable for login
• Not accessible for other users
• http://openid.net/
Promising ”semantic web-ish” initiatives
• One identity for login on different web services
• Only applicable for login
• Not accessible for other users
• http://openid.net/
• Unique identity for music artists
• Contains other useful metadata as well
• Web page representation of metadata as well
• Accessible for all
• Not human-readable URI
• http://musicbrainz.org/
Promising ”semantic web-ish” initiatives
• One identity for login on different web services
• Only applicable for login
• Not accessible for other users
• http://openid.net/
• Unique identity for music artists
• Contains other useful metadata as well
• Web page representation of metadata as well
• Accessible for all
• Not human-readable URI
• http://musicbrainz.org/
• Restful URI http://google.com/profiles/username/joergen.dalen.norway
• Owned by Google
• Some content avaliable to all on web
Promising ”semantic web-ish” initiatives
• One identity for login on different web services
• Only applicable for login
• Not accessible for other users
• http://openid.net/
• Unique identity for music artists
• Contains other useful metadata as well
• Web page representation of metadata as well
• Accessible for all
• Not human-readable URI
• http://musicbrainz.org/
• Restful URI http://google.com/profiles/username/joergen.dalen.norway
• Owned by Google
• Some content avaliable to all on web
• Very little content publically available
• Available in web interface
• URI reusable, but locked to Facebook (?)
Summary internet people search
• I would like…– Improved people search with semantic web functionality
– Create relationships between content and persons
– Standardized people metadata and profiles
– One public and one private ID for each person
Summary internet people search
• I would like…– Improved people search with semantic web functionality
– Create relationships between content and persons
– Standardized people metadata and profiles
– One public and one private ID for each person
– Less redundancy (duplicated content and services)
Summary internet people search
• I would like…– Improved people search with semantic web functionality
– Create relationships between content and persons
– Standardized people metadata and profiles
– One public and one private ID for each person
– Less redundancy (duplicated content and services)
– Simpler, more transparent privacy settings (not like Facebook)
Summary internet people search
• I would like…– Improved people search with semantic web functionality
– Create relationships between content and persons
– Standardized people metadata and profiles
– One public and one private ID for each person
– Less redundancy (duplicated content and services)
– Simpler, more transparent privacy settings (not like Facebook)
• I wouldn’t like…– Too much personal control on the content on search pages
– Complete removal of trivial content
Recommended reading
Sigvald J. Harryson: Managing know-who based companies A Multinetworked Approach to Knowledge and Innovation Management
Mark Granovetter:The strength of weak tieshttp://www.si.umich.edu/~rfrost/courses/SI110/readings/In_Out_and_Beyond/Granovetter.pdf