Valuing Social Networks Through Creative Potential
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Presentation of a paper-in-progress presented to the Fiscar 2010 conference on Activity Theory. The paper looks at the the creative potential in social networks as a value base. The paper also looks at the implications on deigners.
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Valuing Social Networks Through Creative Potential
- 1. Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 2. Richard Wood HighWire Doctoral Training Centre Lancaster University t. @rt_wood e. rich@highwired.co.uk w. richard-wood.co.uk b. highwired.co.uk/rich Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 3. Valuing Social Networks Through Creative Potential Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 5. • Michael Arrington’s Model • Divides Social Network user base geographically • Compares divided user base to marketing money spent in that region • Applies a weighted average to Social Network dependent on user location and their “market place” Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 6. 191 million People online (U.S.) in 2008 (Comscore) 63% Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 7. 191 million People online (U.S.) in 2008 (Comscore) Arringtons Model Advertsing spend online ($25.2 billion) Users $132 p/a Average per person in U.S. (2008) ( Advertsing spend online X Users in market place ) Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 8. • Each Social Network is assessed by “weighted averages” • Facebook with a core user base in U.S., U.K. etc is worth more than Orkut (predominantly Brazilian) • Model scales accurately when compared to sales of LinkedIn, Bebo and Facebook Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 9. Bebo Facebook Points 3,530,156 10,223,824 FBValue $5.1 Billion $15 Billion Bebo Value $850 Million $13.5 Billion Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 10. • Arrington’s model makes no account of: • Social Interaction • Communication • Education and Learning • Consumer Psychology • or Creative Potential Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 11. Creative Potential 5 min
- 12. • What is creative potential? • Varying capacity of the ability or power to create • The ability or prowess of individuals and/or groups to discover and develop new, uncommon or unique ideas or concepts or new associations between existing ideas or concepts • Fluctuating variable affected by surroundings, interaction, communication and collaboration Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 13. • Why is creative potential important? • “Creativity is considered one of the core resources of the 20th Century” (Hornak 2009) • Increasing acknowledgement that creativity is more important than intellect and credentials in problem solving • Creative Students make better students Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 14. "Imagination is more important than knowledge." - Albert Einstein Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 16. • Participation leads to collaboration • In networks where collaboration is promoted, interaction will often lead to collaboration • Von Hippel’s Kite Surfers 5 min Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 17. “In the long history of human kind (and animal kind, too) those who have learned to collaborate and improvise most effectively have prevailed” - Charles Darwin 5 min Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 18. • Collaboration leads to creativity • Converges diverse ideas and/or beliefs • Increased engagement results in increased creativity (Kao et al. 2008) • Creativity is a cyclical process • Designers have to get passed the “Gatekeepers” of society (Csikszentmihalyi) 5 min Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 19. “Creativity has always been a highly collaborative, cumulative and social activity in which people with different skills, points of view and insight share and develop ideas together” - Charles Leadbeater 5 min Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 20. • Creativity leads to innovation • “Creativity... is the engine that drives the new way of doing things” (Marques 2010) • “Innovation is the successful implementation of creative ideas...” (Amabile 200) • Creativity - generation • Innovation - implementation 5 min Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 21. It’s a cyclical process Participation Innovation Collaboration Creativity 5 min Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 22. • Power of Social Network when used creatively • Increased speed of social communication/collaboration • Maya Facebook project • Innocentive • Mechanical Turk • Lost Camera • Open Street Map 5 min Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 24. Bounded Ideation Theory Understanding + - Ratio of good Cognitive Inertia ideas to total ideas - Exhaustion Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 25. • Divided message • Similar but differentiated ideas may detract from each other by splitting followers • Many voices with similar messages are weaker than many voices with the same message • Echo Chamber Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 26. • “Group think” mentality • Language • Must be a frame work of communication • Must be a common understanding Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 28. • Wider access to creative means, networks and support • Expectations on designers likely to rise • Increased access to contextual awareness • Increasingly context aware users • Designers will be able to accurately identify which networks suit their needs Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 29. • Less able to “hide behind technique” • No longer a job for life • Access to “Gate keepers” • Potential resource Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 31. • Diversity of communication channels • Diversity of user base • Ethnicity • Geographically • Educationally • How are relationships formed • Serendipitous or not • Cross linking • Recommendations Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 32. • Frequency of contact • Duration of contact • Physical vs.Virtual interaction • Ability of the network to harbor an echo chamber • Group think mentality • Granularity of the system • Language • Customisation Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 33. Conclusion Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 34. • Current models don’t adequately value the creative aspects of Social Networks • Creative Potential is “rife” and important on Social Networks • There is a cyclical process of Participation, Collaboration, Creativity and Innovation • Designers are faced with both an added creative resource but also added creative expectations • There is a need to formulate a new valuation model Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 35. Richard Wood | @rt_wood | rich@highwired.co.uk | highwired.co.uk/rich Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
- 36. Richard Wood | @rt_wood | rich@highwired.co.uk | highwired.co.uk/rich