+

Social Modeling

January 11, 2012

+ “Business” Arab Spring “… just as dictators fell, so too will CEOs that do not

listen to their customers and employees.” - Forbes

Image source: http://en.wikipedia.org/wiki/File:Tahrir_Square_-_February_10,_2011.png

+ Consumerization of IT

Past decade: Consumer IT on Fire; Enterprise IT on Hold

Enterprise IT focus was on efficiency investments

Sunday evening experience vs Monday morning experience

IT at home is far better & cheaper than in the office

BYOD – Moving from Security to Privacy issues

High on UX, responsiveness, bandwidth; Low on weight, cost

What about Social Computing/Media?

Think beyond Enterprise Facebook (no context) & Social Layer

(patchwork)

Employees assert control over technology they use

for work

+

Agenda

What Social?

Social what?

Social Modeling

Preparing for a Social Future of Work

+

What social? Is social merely a hype or is there something that really needs us to

not only take note of it but also be prepared for it?

What is social?

+ Social = Network + Engagement

Man is a social animal

Humans do not exist in isolation; exist in shared environment with

others

Interactions point at Networks, bring about Engagement

(among other things)

Networks are explicit (stated – org chart, email DL) & implicit

(implied – transactions & interactions)

Networks are where value is created, exchanged

Value Network: set of roles and interactions that generates a

specific business, economic, or social good

Think humanities, not technology

+ Generic --> Social --> Value

Networks

Network

Social Network

Value Network

Image Sources: http://www.i-capitaladvisors.com/2010/08/23/use-value-network-maps-to-understand-how-your-organization-works-from-the-bottom-

up/, http://en.wikipedia.org/wiki/File:6n-graf.svg, http://en.wikipedia.org/wiki/File:Weak-strong-ties.svg

+

People naturally network

as they work

So why not model the work itself as a network?

Value

Network

Analysis

Further reading: http://valuenetworks.com/ & http://www.valuenetworksandcollaboration.com/

+ Engagement needs Trust

Engagement implies commitment; nurtured by interactions

Interactions happen at physical, behavioral & intentional

levels

to collaborate, cooperate or compete

Shared environment where interaction happens requires

mutual respect and Trust; to even compete, fairly

Systems should facilitate Trust

Systems cannot infuse Trust, it has to be built by the people

+ Behaviors/Values That Lead to Trust

Reciprocity

Reliability

Openness

Honesty

Acceptance

Appreciation

Can we design

systems that

facilitate these?

Let us see …

Consideration Systems of Record Systems of Engagement

Focus Transactions Interactions

Governance Command & Control Collaboration

Core Elements Facts & Commitments Ideas & Nuances

Value Single Source of Truth Discovery & Dialog

Standard Accurate & Complete Immediate & Accessible

Content Authored Communal

Primary Record Type Documents Conversations

Searchability Easy Hard

Usability User is trained User “knows”

Accessibility Regulated & Contained Ad Hoc &Open

Retention Permanent Transient

Policy Focus Security (Protect Assets) Privacy (Protect Users)

Records Engagement Insight

http://www.slideshare.net/jmancini77/moving-from-records-to-engagement-to-insight

+

Social what? Social Layer, Social Intranet, Social Design Pattern, Social Processes

The great enterprise social patchwork

+ A blog in a tweet

+ SNS / Community Platform is just

the beginning

+ Social Layer patchwork

Prem Kumar Aparanji

http://j.mp/prem_k

+ Social Design Patterns

Interaction pattern for designing social interfaces

Grounded in social behavior patterns

Fundamental principles:

design for everyone

talk like a person

Further reading:

http://designingsocialinterfaces.com/patterns/Main_Page

http://developer.yahoo.com/ypatterns/social/

http://www.slideshare.net/emalone/social-patterns-talk-web-20-

version

http://www.slideshare.net/xian/yahoo-pattern-library-social-

design-patterns

+ Social or Adaptive Process?

Source: http://www.column2.com/2011/03/its-not-about-bpm-vs-acm-its-about-a-spectrum-of-process-functionality/

+

Social Modeling i* (i star) framework

+

Social Actor

Autonomy

Actions are not predetermined

Behavior not fully controllable, nor perfectly knowable

Intentionality

Actions are not random either

Ascertained by intent & motivation of Actor

Sociality

Social is rich; modeling is limited

Well being of actor depends on other actors; relationships

Rationality

Behavior is explained by goals & motives.

Belief is an assertion held true by actor; influences behavior

Active entities that carries out actions

to achieve goals by exercising its

know-how.

+ i* notations i* framework guides: http://istarwiki.org/tiki-

index.php?page=i%2A+Guides

+ Strategic Dependency (SD) Model Typical process models (dataflow/activity diagrams) focus on

information/control flow. SD model, a higher level abstraction, depicts

what actors want from each other, and the freedom that each actor has.

+ Strategic Rationale Model SD Model focuses on external relationships, while staying mute on

internal makeup. SR Model provides a representational structure for

expressing the rationales behind dependencies. Each actor is attributed

goals, tasks, resources and softgoals.

+ Tools for Social Modeling

Many; list available at http://istar.rwth-aachen.de/tiki-

index.php?page=i%2A+Tools

I have used OpenOME, an Eclipse based tool

http://www.cs.toronto.edu/km/openome/

Still exploring it.

Can help with analysing/evaluating the model

DesCARTES Architect seems to have the most functionalities

http://www.isys.ucl.ac.be/descartes

Slightly behind OpenOME in Suitability, Usability & Maturity

Visio template available too.

Useful for Business Analysts not IT team

+

Complement not Replace Social Modeling is to complement the static & dynamic modeling

frameworks like Entity Relationship Diagrams, Information Flow

Diagrams, Flowcharts, Swimlane diagrams, BPMN, UML, etc.

It also requires different set of questions while interviewing users to

unearth their goals & dependencies from their perspective.

An underwriter might want to keep the items in his workbasket low, or

have the reputation of being the best and might have to depend on the

doughnut delivery guy to keep him motivated.

Image Sources: http://uvenet.com/2011/10/05/underwriting-about-insurance/ http://www.flickr.com/photos/whitneyinchicago/5616100663/in/photostream/

+

Prem Kumar Aparanji

Sr. Architect, Cognizant, Bangalore

http://j.mp/prem_k

@prem_k

Thank you