The 12 Principles of Civilization a template for viable online interaction a.k.a. Web Collaboration

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The 12 Principles of Civilizationa template for
viable online interactiona.k.a.Web
Collaboration Web CommunitiesMarch 4,
2005GlobalGiving Conference, Stanford University

• by
• Cynthia Typaldos

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Presentation Outline

• My Background
• History What are Online Communities?
• The 12 Principles of Civilization Framework
• Turning Theory into Software
• Selected Communities and the 12 Principles
• Reference List

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Experience Education

• Founder, DonationPal
• Principal, Typaldos Consulting (ongoing)
• Founder CEO, RealCommunities (1998-2001)
• Acquired by Mongoose Technology 2001
• Co-Founder COO, GolfWeb (1995-1997)
  Acquired by CBS
  Sportsline 1998
• Instructor Web Communities Software Product
  Marketing (1990s)
• Univ. of Calif. at Berkeley Extension
• Director of SW Marketing, Director of Standards
  (1986-1992)
• Sun Microsystems
• Marketing, SW Engineering
• Data General (now Aviion of EMC), Bank of
  America
• Education

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Articles Mention in Press and Booksre Social
Software Online Communities
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History of Human Communication Tools

• Speech
• Writing
• Alphabet
• Printing
• Phone/Telegraph
• Broadcast
• Internet

Reeds Law
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What are Online Communities?
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Are there some basic social principles that are
inherent in all group interactions?
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The 12 Principles of Civilization
Communities always form around a common purpose
Applications
Community Operating System (Platform)
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Format

• Will cover Purpose, Identity and Reputation
• .using two examples
• .Nabuur www.nabuur.com (why?) and
• .GolfWeb (why?)

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Nabuur

• NGO
• Brings volunteers (neighbors) and villages
  together to
• Solve problems such as
• Figure out how to dig a well, teach children to
  read, sell artisan goods

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• Early (Jan. 1995 launch ) dot.com
• Brought golfers together to
• Track and improve their games, join groups,
  compare themselves to others, find playing
  partners, share golf course reviews and
  information, boast about their golf skills,
  exchange information about equipment, etc.

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Purpose

• What is the purpose of your organization?
• What is the purpose of your website?
• If you have an online community, what is the
  purpose of this online community?

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Purpose Nabuur

• Enable a wide variety of Village Communities to
  better themselves by tapping into the knowledge
  of internet users around the globe who have their
  own reasons to care about the Village.
• Purpose is implemented using an online community

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Purpose Nabuurimplementation
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Purpose Nabuurimplementation
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Purpose Nabuurrecommendation

• Focus on fewer and crisper Purposes
• Allow Villages with the same Purpose to leverage
  their joint knowledge
• Provide project management tools
• Define clear roles for volunteers
• Set expectations as to the commitment needed by
  volunteers

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Identity and Reputation Key Benefits

• Identity
• Allows trust to be built because members (or
  objects) are recognizable when encountered again
• Makes member a part of the community
• Reputation
• Enables members to quickly assign a value
• Can be expressed symbolically
• Once good reputation achieved, creates stickiness
• Peer pressure to achieve status, be recognized
• Can have multiple views

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Identity

• Who and What has an Identity/Reputation on your
  website?
• How is the Identity/Reputation Created?
• How is the Identity/Reputation Used to Accomplish
  the Purpose?

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Identity Nabuurimplementation
Volunteers (Neighbors) have an identity
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Identity Nabuurimplementation
Volunteer (Neighbor) Identity is linked to their
posts
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Identity Nabuurimplementation
Volunteer (Neighbor) Identity has links to all
posts and documents
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Identity Nabuurimplementation
Local Representative andVillage Facilitator have
special Identities
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Identity Nabuurimplementation
Village has an Identity thru a Description, some
Photos
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Reputation Nabuurimplementation
Volunteer (Neighbor) Identity has a simple
Reputation
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Reputation Nabuurimplementation

• Who/what has a Reputation?
• Members have a reputation
• Some objects have a reputation (posts) all
  objects should have a reputation
• Villages do NOT have a reputation (and should)
• Reputation should be bimodal
• Within a Village
• Across all Villages (Nabuur)

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Continuation

• Presentation on internet at www.typaldos.com/prese
  ntations
• GolfWeb examples of Purpose, Identity, Reputation
• Brief Description of the rest of the Principles
• Reference List and other info

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DonationPal(my project)

• Makes charitable giving a daily habit
• Donor-centric, value-based, automatic online
  giving
• Turns website into funding tool
• www.donationpal.com

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The Other 9 Principles
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• Environment
• Interactions need to have a context
• Members (and objects) develop identity and
  reputation within this context
• Communication
• All communities must have some form(s) of
  communication tools
• Selection of the tools depends on the Purpose to
  be accomplished
• Existing tools include email, discussion boards,
  egroups, instant messaging, email, wikis, blogs,
  and others
• Communication tools are like peripherals select
  the right ones for the job

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• Governance
• Ranging from democracy to monarchy to
  dictatorship
• Must be manageable and cost-effective
• Typically governance needs to be assignable
• Privacy and security issues are addressed
• Groups
• Ability to form sub-communities is critical (e.g.
  company departments, political states,
  committees)
• All the Principles then apply again
• Traversing groups is difficult in real-life, but
  enabled by software and the internet (e.g. email
  analysis, group-based tools)

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These Principles are a result of the interactions
of the community

• Boundaries Admittance and ejection
• Trust Built from multiple interactions and
  dependent on persistent identity and reliable
  reputation
• Expression Ability of the community to reveal
  what is going on to its members (and outsiders if
  desired)
• Exchange Ability of community to exchange value
  (information, items, money, music files, kudos,
  etc.)
• History Remembering and forgetting

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Reference List (page 1 of 2)

• 12 Principles of Civilization
  http//www.mongoosetech.com/solutions/principles.h
  tml
• Fast Company interview of Typaldos, Sept. 2000,
  on the 12 Principles of Civilization
  www.fastcompany.com/online/38/ideazone.html
• Reeds Law www.reed.com
• (also in HBR 2/2001 titled The Law of the
  Pack)

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Reference List (page 2 of 2)

• WSJ article on web reputation systems by Thomas
  Weber
• interactive.wsj.com/articles/EWorldCenter.ht
  m, 7/17/00
• Customer Community book by Drew Banks and Kim
  Daus, published March, 2002
• http//www.customer-community.com/
• Typaldos.com has recent presentations
  www.typaldos.com/events.htm 

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• Sociologists who influenced me the most
• Robert MacIver (1882-1970) principles of
  sociology
• Robert Axelrod (1944-present) tit-for-tat,
  prisoners dilemma
• theory of social
  cooperation
• Richard Dawkins (1941-present) nice guys finish
  first
• Mark Granovetter (? -present) strength of
  weak ties

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Intensional Networks

• Intensional networks are egocentric networks
  that arise from individuals and their
  communication and workplace activity
• The emergence of personal social networks as the
  main form of social organization in the
  workplace
• Our research on patterns of work in the
  information economy reveals the rise of
  personal social networks as a key social
  structure enabling work. Rather than being
  nurtured by institutionalized group structures,
  workers are increasingly thrown back on their own
  individual resources. Instead of being able to
  rely on various forms of teams and communities,
  access to labor and information comes through
  workers' own social networks - structures which
  they must carefully propagate and cultivate
  themselves.
• To keep their network engines revved, workers
  constantly attend to three tasks
• Building a network Adding new nodes (people) to
  the network so that there are available resources
  when it is time to conduct joint work
• Maintaining the network, where a central task is
  keeping in touch with extant nodes
• Activating selected nodes at the time the work is
  to be done.

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