Published on May 30, 2008
The Value of Social Computing to Business Jenny Williams - Ideagarden
The digital user is evolving
People New preferences in communication technology and relationships
Evolution of the digital user ‘New to Net’ User Communications Services Retail Participation First activities Email Online banking CDs/Books Photo sharing Get to know ISP Message services Simple travel Complex travel Video Content generation Information search Photo sharing Lodge tax eBay Blogs LOTS of time browsing Reading the News Book concerts Groceries Comments Classifieds Opinions Source: Nielsen//NetRatings
Participation rather than presentation
Technology is connecting the world
There is a whole new generation of executives coming up who grew up on the internet.
They often know more than their teachers
New media Players
THIS HAS CHANGED HOW CONSUMERS CONNECT
As as digital evolves we need to look at new ways to engage them
www.flickr.com/photos/therefore/147730192/ Generation V(irtual) “not defined by age, gender, social demographic or geography…but based on demonstrated achievement, accomplishments and an increasing preference for the use of digital media channels to discover information” Gartner 2007
They inhabit this world Credit: xkcd
We are familiar with the key players
But also many, many more digital environments
This list goes on and on The long tail of social networks 55% of Australia's internet users have used social networks in the last 12 months… CGM study 2008
And they are not passive, they are engaged 84 percent share content such as photos, links and video Nielsen Online – CGM study 2008
The scales have TIPPED
Internet now dominates share of attention Internet TV internet TV
We are even seeing the decline in other internet usage
And that tipping point has come through the power of social connection 8% of all visits to internet sites in Australia were to social networks and forums Average time 12 minutes MySpace was 27 minutes Facebook was 21 minutes. Hitwise, 2007
They are your customers and your employees
You can ban social computing from the work place
Or you can embrace it
People feel at home in these types of environments
Social computing is replacing other forms of collaboration
Knowledge Management Social Computing KM is extra work Social computing is part of my everyday work Work is behind closed doors Work is open and transparent People are afraid to talk openly Anyone can say anything People directories provide contact Social Networking platforms reflect who information is doing what with whom Content is centralised, protected and Content is distributed freely and controlled uncontrolled IT chooses the tools I use I have a choice & select my own tools Knowledge sharing is database centric Knowledge sharing is people centric Knowledge is forcibly captured just in Knowledge is naturally captured as part case of my work Best Practices Stories David Gurteen
Isn't this just web 2.0 for business?
No, it has the potential to be much bigger than that
Value has shifted ownership experience
Ownership has moved institutions communities
The nature of CONNECTION is different
For the individual, it empowers one to many connections David Armano
Participants control the content
Not all participants are the same
STAGE 1 : Consumer Participants read and explore the posts of others. Consumers can be very active participants in an online community …just not yet visible to others.
STAGE 2: Commentor These people make comments on others posts (either on blogs, or in discussion forums) They often seek clarification, agreeing with a statement, or offer a suggestion or link to something similar.
STAGE 3: Contributor Those who have started their own blogs or who initiate new threads on discussion forums. They are confident about putting forth their own ideas etc.
Commentator Someone who frequently takes a 'meta' view of what is going on, providing a level of leadership within the community. Their contributions will often draw attention to the 'bigger picture', making links with other work - analysing and synthesising the
Social computing alters communication
New forms of communications e-mail is, like, soooo dead
At first, most people don’t get it but eventually, it becomes addictive
On mass, it is the many to many connections that drive power
Internal communities People form communities based on shared interests. These become greenhouses for the developing ideas and the distributing information
Many major computing firms now have dedicated Social Computing research groups and wikis to drive product development
People hone ideas better in a collaborative environment
Social Networking can increase productivity
•! For software development, access to shared solutions and knowledgeable people speeds time to delivery.
Better Engagement of employees Social computing allows employees to connect more easily with one another and with the corporation as a whole.
Social networks, blogs and wikis create a forum for the voice of the employee to be heard and for their ideas to be validated
The tools of social computing
definition A wiki is a collaborative website which can be directly edited by anyone with access to it.
AvenueA Razerfish •! Built using open source MediaWiki software
Employee personal pages
•! upload documents, add tags by clicking or typing:
Blogs are CONTENT and collaboration
Content is the container of knowledge and information It is the core driver of socialization
Public facing blogs: Whats your objective
RSS RSS (quot;Really Simple Syndicationquot;) is a family of web feeds used to publish frequently updated content such as blog entries, news headlines or podcasts.
RSS at IMB
PODCASTING A podcast is a collection of digital media files which is distributed over the Internet, often using syndication feeds, for playback on portable media players and personal computers.
Tapping into passion
Trend micro Widgets
a web application that combines data and /or functionality from more than one source
Links Social Computing drives link strategies
Increase Connect with reach customers & employees right person, Increase right content participation Understand needs Increase relevancy
Content as a Service
The bigger picture email Podcasts Mobile @ Tagging Widgets RSS Social content Blogs Messenger WWW Communities Wikis Videos Research Documents UGC
CONTENT needs to be RECYCLABLE. Social computing can happen inside the enterprise or outside Channels can be a web site, web application, mobile device or even external web platforms such as Facebook or Google applications.
Provide the content that the network needs A social network Press release containing richer snippets of content, video, tags, links, rss feeds, podcasts Let the audience use it as they please.
You can’t make ECM a principle platform of socialcomputing unless it delivers against the needs of people within social environments
To do that, we have to start looking at digital in a whole new way
The key to success is participation
Social computing is about stimulating conversation
Keeping ideas fresh
Insights enable new types of relationships Embrace the community Stimulate conversation Develop insight Evolve
It’s no longer about the brand, it’s about the customer…as an individual Develop a mutually beneficial relationship •! Collect helpful data •! Build technology that enables two way communication •! Enhance your environment based of feedback
You have to generate some sort of critical mass to have an effect …participation drives critical mass
understand the needs and motivations of individuals
Ideas need to deliver value to that individual
Nurture and leverage Your enthusiasts
Connect with them in Their environments Not were you want them to be
Remember they will continue to evolve
Jenny Williams is a the web and social media coordinator at the University of Gloucestershire.
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