Social Software und Online Communities HSA September 2008_Stoller-Schai

Online Communities und Social Software

Social Software und Online
Communities ¦ Überblick
24. September 2008

Dr. Daniel Stoller-Schai, Director | E-Learning Specialist; UBS AG
<daniel.stoller-schai@ubs.com>
<http://www.xing.com/profile/Daniel_StollerSchai>

24.09.2008 © Dr. Daniel Stoller-Schai


Ausgangspunkt

24.09.2008 © Dr. Daniel Stoller-Schai 2


Agenda 24. September 2008
• Teil 1
Rückblick: Das Internet war sozial und kollaborativ

• Teil 2
Status Quo: Das Internet ist sozial und kollaborativ
– Umfrage zu Webanwendungen
– Analyse WebCast WEF
– Wie werden die neuen Möglichkeiten genutzt?
– Kritische Stimmen

• Teil 3
Ausblick: Das Internet wird sozial und kollaborativ sein



Lernziele
• Verständnis für die soziale und
kollaborative Grundstruktur des Internet
• Einblick in verschieden Aspekte von Web
2.0 und Social Software



Teil 1

Rückblick: Das Internet war sozial
und kollaborativ

© Dr. Daniel Stoller-Schai


Was sind ihre erste
Erfahrungen mit dem
Computer? Was hat Sie
besonders fasziniert?



Ein Blick zurück (a)
• ArpaNet
• BBS
• ICQ
• Multi User Dungeous
• Gopher
• Social Networks: the WELL
• Akustikkoppler



By the end of the year
there are four nodes on
the "ARPA NETWORK",
as shown in schematic
above. These were
• University of California
Los Angeles (UCLA),
• University of California
Santa Barbara (UCSB),
• University of Utah and
• the Stanford Research
Institute (SRI)



Gopher: ein
frühes „Yahoo“



Maurice (mo) and Howard (hlr)
demonstrate the sekrit WELL
handshake



Ein Blick etwas weniger zurück (b)
• Mailing lists, Yahoo Groups
• LAN Parties
• Ultima Online
• Kazaa
• Sourceforge.net, Electronic Frontier
Foundation
• Collaborative Filtering,
• Peer reviews/ratings


Collaborative Filtering



Soziale Kontrollmechanismen



Teil 2

Status Quo: Das Internet ist sozial
und kollaborativ



Wie nutzen Sie den
Computer heute? Welchen
Stellenwert spielt er in
ihrem sozialen Netzwerk?



20Minuten, 30. April 2008, S. 33


Quelle Dr. Jochen Robes, Weiterbildungsblog.de 2007


Einfachere (und mehr) Tools



Ergebnisse Umfrage April 2007



20 Fragebogen von 29 zurück
Ca. 175 befragte Personen

180

160

140

120
Bekannt
100
Beruf
80 Privat
Studium
60

40

20

0 Google
Flickr Wikipedia Second Life You Tube Technocrati Del.icio.us Blogger Wayki Xing
Maps
Bekannt 26 158 91 140 9 119 10 35 4 14
Beruf 3 57 0 1 0 18 0 4 0 6
Privat 15 121 4 115 4 78 3 12 2 9
Studium 1 116 0 16 0 4 3 1 0 1



InfoWeek, Nr. 19, 29.10.2007, S. 16


Analyse Webcast WEF

The Impact of Web 2.0 and
Emerging Social network Models



1. Frage:
Was treibt die Entstehung von „Virtual communities“ an? Ist ihr schneller Wertanstieg
gerechtfertigt?

2. Frage:
Wie beginnen Firmen soziale Netzwerkstrategien für ihre Produkte- und
Marktentwicklung sowie für ihre Kommunikation zu verwenden?
http://gaia.world-television.com/wef/worldeconomicforum_annualmeeting2007/default.aspx?sn=19781


Chad Hurley, Co-Founder and Chief Executive Officer,
YouTube, USA

Statements:
• The movement itself is just getting started. Leveraging the
power of people, leveraging the power of community, give
everyone the chance to participate; that’s the nature of the
internet
• Let the user to dictate how we had to develop our service.
• We tried to remove those barriers by re-encoding the
videos into standard format to place them seamlessly for
our entire audience and this helped us to growth too.
• Web 2.0: It is changing the world because it gives
everyone a voice
• Are you worth 1.65 Billion $? We have been able to build
a platform that’s build a large audience.
• What people is really driving to put a piece of content
online is to see a reaction, to see views…
• Everyone wants to share its experiences



Caterina Fake, Founder, Flickr, USA

Statements:
• It is a return to the roots of the web.
• We had to be “power user” at that time though…
• The tools are significantly more simple,
• …what the internet always has excel, was connecting
people to each other
• Web 2.0 services: They organizing all this information for
you
• Organizing/Filtering functions: You want to see (only) the
photos which are meaningful to you.
• The web is based on a cultural generosity; the desire to
share (your experience). The urge to share is much
stronger than the urge to earn.
• Web Metrics: page view are dead. The number of
connections between people will be very significant
• User created content or better “participatory media”



William H. Gates III, Chairman, Microsoft Corporation, USA

Statements:
• We want to have every teacher, every student to have
those tools
• We need micro Payments, we need better tools
• The only thing which holds this all back is because we
don’t have a digital rights model.



Mark G. Parker, President and Chief Executive Officer,
Nike, USA

Statements:
• A fundamental shift in power that really give the power to
the consumer
• Co-creation of products: you create communities; people
are sharing passions around those products and they start
to create things which we can not even imagine.
• Two way dialogue: Now there is an interaction, that’s the
whole new dimension how we operate.
• There is a lot of creative, passionate, knowledgeable
people out there…
• Collective Intelligence: Expressing a judgment
• If you don‘t embrace this movement, this change, this
access, this empowerment for consumers, I think you are
at risk.



Viviane Reding, Commissioner, Information Society and
Media, European Commission, Brussels

Statements:
• Governments hands off the internet
• We have not yet the new rules (to deal with this media)
• The new rules must lift the barrier on IPR [Intellectual
property rights] and content productions
• We need a multicultural and multi-linguistic approach
• Creating communities: It is a bottom-up model. This
model will be very important for the big corporations in the
future.
• Problem: The long tail of infamy (Privacy protection)



Erfolgsprinzipien
Show reaction from the audience
Give everyone the chance to participate

Everyone wants to share its experiences
Enable the urge to share
meaningful to you Allow access
Seamless technologies
the power of Co-creation simple tools
Collective control mechanism


Film „The machine is us/ing us“

Michael Wesch
Assistant Professor of Cultural
Anthropology



http://www.mediatedcultures.net/ksudigg/ oder
http://www.mediafire.com/?22l2vyomimv

Interview mit Prof Michael Wesch im Magazin Wired:
http://www.wired.com/entertainment/theweb/magazine/15-
05/raves_wesch



Wie werden die neuen
Möglichkeiten genutzt?



Wirtschaftlich | „Conversations are markets“

Christopher Locke David Weinberger

Rick Levine Doc Searls



Wirtschaftlich | „Konsumenten sind mächtiger den je“

UBS Wealth Management / Juli 2008, S. 28



Wirtschaftlich | Recherche vor dem Kauf

TagesAnzeiger, 25, Juni 2008, S. 37


Wirtschaftlich | Dort sein, wo der Kunde ist

.ch, 15. August 2008, S. 7


Wirtschaftlich| Human Resources goes Web 2.0

http://www.handelsblatt.com/unternehmen/management/_b=2035439,_p=21,_t=ftprint,doc_page=0;printpage


Wirtschaftlich | Promotion auf Second Live

20Minuten, 27. März 2007


Wirtschaftlich | Virtuelle Projektarbeit

Quelle: Dr. Bernd Schopp, namics 2007



Wirtschaftlich | Enterprise goes
Web 2.0

Quelle: Dr. Peter Schütt, IBM 2007


Kommunikativ | Reden mit dem Volk



Kommunikativ | Wer bloggt für mich?



Kommunikativ | Blogger-Stress



Kommunikativ | Old media goes Web 2.0



Kommunikativ | New media goes Web 2.0



Vernetzt | Casting via Communities

20Minuten, 20. März 2008, S. 31


Vernetzt | Dort sein, wo der/die Partner/in ist

20Minuten, 15. August 2008, 21


Vernetzt | Botéllon und Facebook



Vernetzt | Botéllon und Facebook

20Minuten, 18. Sept.2008, S. 33


Vernetzt | Vernetzung via Social Networks

Blick am Abend,
29. August 2008, S.
2


.ch, 20. August 2008,3



20Minuten, 29. August 2008, S. 27


Vernetzt | „I hate Facebook“

Blick am Abend, 3. Juli 2008, S. 17


Kritische Stimmen



Kritisch | Alles nur ein Hype?



Kritisch | Persönlichkeitsverletzung

Blick am Abend, 1. September 2008, S. 2



News, 6. Juni 2008, S. 21




20Minuten, 30.08.07, S. 41


PC Tipp, Juli 2007, S. 6-7


InfoWeek, Nr. 19, 29.10.2007, S. 14


Focus, 15/2008, S. 163


Kritisch | Sind soziale Netzwerke machbar?

Spiegel 29-2007, S. 70


Kritisch | Sind soziale Netzwerke machbar?



Kritisch | Bezahlte Aufmerksamkeit?



Kritisch | Wie funktioniert künftig…?
– copyright
– authorship
– identity
– ethics
– aesthetics
– rhetoric
– privacy
– commerce
– governance



Teil 3

Ausblick: Das Internet wird sozial
und kollaborativ sein



Was sind Ihre Prognosen?
Welche technischen
Möglichkeiten bestimmen
die nächsten Jahre?
Welche sozialen
Veränderungen ergeben
sich daraus?



InfoWeek Nr. 12, 23.06.2008, S. 16


Mobile Internet



20Minuten, 1.
September 2008,
S. 22



Semantic Web
Introduction
The Semantic Web is a web of data. There is lots of data
we all use every day, and it is not part of the web. I
can see my bank statements on the web, and my
photographs, and I can see my appointments in a
calendar. But can I see my photos in a calendar to
see what I was doing when I took them? Can I see
bank statement lines in a calendar?
Why not? Because we don't have a web of data.
Because data is controlled by applications, and
each application keeps it to itself.
The Semantic Web is about two things. It is about
common formats for integration and combination of
data drawn from diverse sources, where on the
original Web mainly concentrated on the
interchange of documents. It is also about language
for recording how the data relates to real world
objects. That allows a person, or a machine, to start
off in one database, and then move through an
unending set of databases which are connected not
by wires but by being about the same thing.
http://www.w3.org/2001/sw/

http://blogs.nesta.org.uk/photos/uncategorized/2007/07/26/sema
ntic_web_2.gif



Verbindung von Sozialräumen – virtuell und real

http://gbanga.com/index.de.htm



We are the Web (Kevin Kelly)
“Take eBay. In some 4,000 days,
eBay has gone from marginal Bay
Area experiment in community
markets to the most profitable spinoff
of hypertext. At any one moment, 50
million auctions race through the site.
An estimated half a million folks make
their living selling through Internet
auctions. Ten years ago I heard
skeptics swear nobody would ever
buy a car on the Web. Last year eBay
Motors sold $11 billion worth of
vehicles. EBay's 2001 auction of a
$4.9 million private jet would have
shocked anyone in 1995 - and still
smells implausible today.”

http://www.opte.org/maps/tests/ http://www.wired.com/wired/archive/13.08/tech.html



Web 2.0: Vom Anfang bis zum Ende…


Social Software und Online Communities HSA September 2008_Stoller-Schai

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