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Engaging with social software

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Title: Engaging with social software


1
Engaging with social software
  • Keith De La Rue
  • Matt Moore

Wednesday, 14 November 2007
2
Outline
  • Prologue KM and content
  • Understanding social media
  • Social media tools
  • Opening the organisation to the community
  • Going forwards

3
Quick poll
  • How many of you read blogs?
  • write a blog?
  • Personal, Intranet, public site
  • How many use Wikipedia?
  • Contribute
  • write a wiki?
  • Intranet, public site
  • How many of you have a MySpace site?
  • Other sites?

4
Prologue Content and KM
  • Lessons from recent history

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Understanding the social software revolution
  • Where are we, and where are we going?

16
The future an extension of the past?
  • How much are we like Holland?
  • Do you remember South Wales?

17
What is a PC?
  • Number Processor Calculator
  • Word Processor Typewriter
  • Media Processor TV
  • gt A modelling machine
  • Access to the world

18
What is the Internet?
  • Originally a computer network for universities
  • Now The World-Wide Web
  • 1989 - Sir Tim Berners-Lee Robert Cailliau
  • Publicly available 1991
  • (My first web page was in 1998)
  • Did you use the internet before the Web?
  • The Intranet
  • PCs, Internet and Web tools inside the
    organisation

19
What is the economy?
  • An economy of scarcity
  • IP must be protected at all costs
  • Win-lose
  • An economy of abundance
  • Knowledge must be shared at all costs
  • Win-win

20
Discontinuous change
  • Your view of all this determines how you see
    todays world and Web 2.0
  • Did you know?
  • http//thefischbowl.blogspot.com/2007/06/did-you-k
    now-20.html

21
Social computing
  • Social computing requires a mind-shift from
    previous ways of doing business and requires high
    levels of trust and confidence from those
    engaging in it. How you communicate your
    intentions and encourage take up is crucial.
  • Euan Semple, http//www.euansemple.com/

22
Your challenge
  • Which of these would be useful in your
    organisation?
  • What would the benefit be?
  • Who would see the benefit?
  • If you are already using them, how can they be
    improved?

23
http//en.wikipedia.org/wiki/Web_2.0
24
Web 2.0
  • Move from 1many to manymany
  • Definitive products
  • Web 1.0 Netscape, system-dependent
  • Web 2.0 Google, ubiquitous
  • Move from hierarchies to networks
  • Move from online brochures to interaction
  • The rise of prosumers

Tim OReilly - http//tim.oreilly.com/
25
Every blog has its day
  • Web log a diary on steroids
  • Can include text, images, multimedia
  • Originally a single author, personal diary
  • Can be shared authorship
  • Allows a dialogue through comments
  • Edited anywhere, online
  • Cheap open source or commercial
  • Blogs are useless drivel?
  • Might as well say Paper is useless
  • No blog is an island
  • Blogging ecosystems on the net

26
http//delarue.net/
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The organisational blog?
http//www.dilbert.com/
29
Blogs in internal comms
  • Use to build a community or dialogue
  • Is blogging the new water cooler?
  • Knowledge sharing - and opinions!
  • Need something to say, time to update
  • Needs trust, not control
  • Senior manager chat
  • Disney cable Shiftlog
  • Global technical operators
  • US University library
  • News, event management, facility use
  • End of the typing pool paradigm?

30
Wikis
  • An online reference source, edited by users
  • "Wiki-wiki" "hurry quick" (Hawaiian)
  • Quick to set-up, and supports rapid development
  • Easy online editing
  • Includes author comments and discussion
  • Lowers barriers to participation
  • Readily-available software
  • Vulnerability?
  • iStore experience
  • Reliability?
  • Wikipedia

31
Wikipedia
  • Encyclopaedia Britannica vs Wikipedia
  • December 2005
  • Nature magazines nature.com comparison
  • Can multiple, unpaid editors match paid
    professionals for accuracy?
  • 50 parallel reviews of articles from each
  • Eight serious errors, four from each
  • Other errors Wikipedia 162, Britannica 123
  • Disputed by Britannica defended by Nature

http//www.nature.com/news/2005/051212/full/438900
a.html
32
Wikis in use
  • Good for experts to build a body of knowledge
  • Needs open, trusting environment
  • Needs encouragement for input and critical mass
  • Jimmy Wales 5 to 10 dedicated people
  • Used by US Government
  • Developing Enterprise Architecture Data model
  • CIA Intellipedia
  • Conference management
  • End-to-end
  • Email replacement Socialtext

http//socialtext.com/
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Our Intranet, the Wiki
  • Janssen-Cilag
  • 300 employees, Australia NZ
  • Launch budget 11,000
  • Uses Confluence by Atlassian
  • Directory integration, attachments
  • Started with pilot on office relocation
  • After 12 months, 184 contributors
  • Content ownership key!
  • Nathan Wallace - http//www.e-gineer.com/v2/blog/2
    007/08/our-intranet-wiki-case-study-of-wiki.htm

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Tags
  • Simple categories or key words
  • User-defined
  • Folksonomy
  • Each item can have multiple tags
  • Commonly used in blogs
  • Used by Flickr, Gmail
  • Can use to generate a tag cloud

38
RSS Real Simple Syndication
  • Web feed of blog or other content
  • News feeds
  • User-defined subscription
  • Can reduce email network load
  • Users establish their own priorities!
  • Needs a feed-reader or aggregator
  • Built in to IE 7, Firefox, Office 2007
  • Tools available to convert to email
  • No user software installation

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Podcasting
  • A pre-recorded audio program or message
  • Allows time-shifting
  • So whats new?
  • Simple software and devices
  • RSS feeds
  • Knowledge Bites

41
Videocasting
  • YouTube and the home video revolution

http//www.youtube.com/user/plambe
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Social networking sites
  • MySpace
  • Music-based community worth 580 million, Jul 05
  • Some organisations are blocking Facebook
  • Telstra now has over 2,600 staff in the network
  • Some organisations are using Facebook
  • Deloitte has over 14,000 members
  • Directory, expertise location
  • Promoting events
  • Use to build or share apps

http//silkcharm.blogspot.com/2007/08/maximizing-f
acebook-in-companies.htm
44
Mashups
  • A web application that combines data from more
    than one source into an integrated experience
  • Name derived from hip-hop music
  • Mixing two or more songs
  • APIs, RSS, AJAX (Asynchronous JavaScript XML)
  • Create a composite application
  • Many freely available
  • Google Maps, Flickr, etc
  • Yahoo! Pipes

45
http//www.google.com.au/election2007/
46
Intranet mashups
  • Combined feed-reading, other apps
  • Organisational dashboard apps
  • May replace customised portals
  • IBM DAMIA
  • (Data Mashup Fabric for Intranet Apps)
  • McKinsey, 2007
  • 21 of large businesses planning investment
  • But 54 said not even under consideration
  • Watch this space

Dion Hinchcliffe - http//blogs.zdnet.com/Hinchcli
ffe
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Virtual Worlds
  • 3-D representations of real or imagined
    landscapes with user avatars
  • Second Life has generated the most buzz
  • Public spaces and private spaces available
  • Used by ABC and Telstra for marketing customer
    outreach
  • Used by IBM for internal training

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Presence
  • Tools that say where you are and what you are
    doing
  • SMS now pervasive.
  • IM used in most organisations
  • Microblogging sites on the rise, e.g. Twitter
  • Applications for mobile environment
  • Useful for distributed teams and serendipity
  • Issues of privacy and self-presentation
    intimacy literacy

51
A reminder
  • Which of these would be useful in your
    organisation?
  • What would the benefit be?
  • Who would see the benefit?
  • If you are already using them, how can they be
    improved?

52
Opening the organisationto the community
  • Using the toolkit

53
Be afraid, be very afraid
  • with the advent of social software, suddenly
    highly savvy networks of people are springing up
    in their millions. Theyre talking to each other.
    With or without your permission.
  • Hugh McLeod http//www.gapingvoid.com/

54
Whats missing from this picture?
  • Its all about people!

55
Which apps fit your picture?
  • Producer/consumer boundaries blurring
  • Set the agenda with blog articles
  • Use podcasts for key announcements
  • Improve engagement through online discussion
  • Leverage expertise sharing with wikis
  • Encourage sharing and connection
  • Break down the walls of the Ivory Tower
  • Its up to you

56
The inductee
  • How do connected round Gen Y pegsfit into the
    organisational square hole?
  • Imagine if you were not allowedto use email!
  • People want to use their favourite technologies
    at work. They're satisfying themselves and not
    waiting for IT
  • Dennis Moore, SAP
  • What is the cost of people working in isolation?

Yahoo! News 19 June 2007
57
http//www.nowwearetalking.com.au/
58
nudies 1 fan!
  • Customers developed a new product
  • 80,000 SMS and online entries
  • Prize 10,000 years supply of juice
  • Intimate connection with customers
  • Customers as brand ambassadors
  • Minimal marketing budget
  • More competitions, customer viral videos
  • Could you hand your brand over to your public?

http//www.nudie.com.au/news/n-06-12-win.shtml
59
Wikinomics harnessing prosumers
  • More than customisation
  • Too limited need early engagement in design
  • Losing control
  • Let customers make own innovations, or they leave
  • Better than ceding the game completely
  • Become a peer
  • Dont make products, innovate ecosystems
  • Share the fruits
  • Customers want a share of the ownership
  • Eg Second Life

Don Tapscott Anthony D Williams
60
Principles for public sector social media
  • Anticipate needs not yet fully articulated by
    your audience
  • You dont need to control everything
  • Use other peoples audiences
  • Dont let the security police put you off
  • Dont get stuck with the conventional wisdom
  • Experiment!

61
sourced from blogs
  • Digital Public
  • UK-based consultancy
  • Sep 2007
  • http//socialpublic.wordpress.com/2007/09/18/our-1
    0-rules-for-public-sector-social-media/
  • Network of Public Sector Communicators
  • NZ cross-Public Sector group
  • Feb 2007
  • http//www.psnetwork.org.nz/blog/2007/02/19/princi
    ples-public-sector-socialmedia/

62
Going forwards design and value
63
Common questions
  • Dont we have collaboration tools already?
  • Will these tools lead to collaboration?
  • Arent these just fads?
  • What about security?
  • Can we trust our people?
  • How do they fit in with our architecture?
  • Wont these tools confuse people?
  • How will we manage all this content?

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IP issues
  • Internal content generated by users will be
    covered by existing agreements
  • Issues where content created and used by
    different groups
  • Creative Commons as one solution
  • Variety of licenses covering attribution,
    commerce, derivation and sharing
  • Comparatively new
  • Use with care Virigin Mobile and Flickr

66
Socialability and design
  • Usability is now a recognised issue
  • Work of Motorola examining social use of their
    phones
  • Wider use of ethnographic techniques
  • Will these tools scale down?

67
Measurement ROI
  • What do you measure?
  • Traditional measures of usage, views and
    participation
  • The 100/10/1 rule
  • Applications of social network analysis
  • How do we show value?
  • The I should be low
  • Forresters ROI for external blogging
  • Productivity gains reduced email load (e.g.
    Ziff-Davis)

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Questions?
  • Keith De La Rue
  • keith.delarue_at_team.telstra.com
  • Blog at http//delarue.net/
  • (03) 9203 7812
  • Matt Moore
  • Blog at http//engineerswithoutfears.blogspot.com
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