Designing for sociality SSM

1. The perspective of
“enterprise social
networking”
Dr. René M. Jansen
Winkwaves
Réal agency for social media
rene@winkwaves.com

2. Yesterday afternoon
Understand literature on social software
The Realm of Sociality: Notes on the Design of Social Software
http://primavera.fee.uva.nl/PDFdocs/2008-01.pdf
Understand dynamics of social networking
What are differences and similarities between 5 social networks
(Facebook, LinkedIn, Twitter, choose 2 yourself)
NB: Both mandatory for today...
Winkwaves 2

3. 3 main approaches
Listen Participate DIY

4. http://mashable.com/2009/02/06/social-media-
smartest-brands/

5. Case: “Bind employees” via radio 2.0
pt
ce
on
C
Winkwaves 5

6. Case: Plein66
Enterprise social networking and knowledge sharing

7. Social Networking
Who is who: Search on name, expertise or
relevance (who should I drink coffee with today...)

8. Extensive and dynamic user profiles
Factual information
Knowledge Card CV
Expert Profiling
Dynamic Tag Cloud
describing areas of activity
Visit as well this users...

9. All kind of subjects for conversations...
Group Blog
Social Bookmarking
Q&A Smart Forum
Document Management

10. Form and engage in groups
Department groups
Communities of interest
Open, closed or even secret places
to meetup and share knowledge
Social Groups

11. Is it about functionality or sociality?
20 technically equal platforms...
Winkwaves 11

12. ... trigger completely different behaviour...
Profileerder
Storyteller
Tipper
Bookmarker
Blogger
Eendagsvlieg
Responder
Geregistreerde Lurker
Observation:
Expectation of actors directs role behaviour
Winkwaves 12

13. Cast of characters
Registered Lurker Bookmarker
“I’m here for inspiration” “Efficiënt for myself”
One day fly Tipper
“Nice. But just checking out...” “Bumped into this. Interesting 4u?”
Responder Story teller
“Conversation with interesting people” “I like to share my vision”
Blogger Profiler
“Increase my Google page rank” “Profiling as a subject matter expert”
Design for roles by understanding
objectives, attitude and behavior Persona’s
Winkwaves 13

14. Tip: Focus on people instead
of technology
Most frequently used scenario Enterprise 2.0 scenario
Spending time with people
Spending time and money on ICT
who matter
NB: What happens when an employee leaves the company?

15. How should I design my own
2.0 site?
What triggers people to
participate?

16. Change of thinking for organisations
Foto: Lennart Woltering
Sociality = 1. Seeking companionship
2. Forming or extending social groups
Winkwaves 16

17. Example: What does it mean for “Bank 2.0”?
Design question: What is the social object where
sociality evolves around?
Winkwaves 17

18. Theoretical foundation
Winkwaves 18

19. Theoretical foundation (simplified)
Support useful activities Support building groups
Support
Support
Building Identify
Practice
Sociality
Support
Mimick
Stimulating Self
Reality
Use recognisable language Support personal growth
and a well suited metaphor and challenges for each individual
Bron: Universiteit van Amsterdam, Bouman et al, 2007
Winkwaves 19

20. A process of enquiry...
(or, a first step towards the asignment...)

21. Designing social media
is / is not
Designing an information system

22. SSM - Soft Systems Methodology

24. There it is, finally...
the assignment...
;)

25. Make a “rich picture” of situation that
potentially benefits from social networking
Think a.o. about: knowledge management, CRM, innovation, HRM
Define the “relevant (social) systems”
Think a.o: manage knowledge sharing, bound with alumni, recruiting young professional
Make sane reasoning based on “understanding
of real people” about potential dynamics of
adding a social networking solution
Think a.o. about: alumnus is still proud, so wants to advocate if his status is supported

26. Optional: help with defining “relevant (social) systems”
Think a.o: manage knowledge sharing, bound with alumni, recruiting young professional
What-How-Why

27. The perspective of the
socialized enterprise
Download whitepapers on Winkwaves.com
Dr. René M. Jansen
Treating humans as humans in the digital environment...
Winkwaves - Concept agency for social networking and knowledge sharing
rene@winkwaves.com