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Architecting Participation
Jenny Ambrozek, SageNet LLC
Enterprise 2.0 Summit, Hannover, March 4, 2008
STRUCTURAL HOLES andSPACE between the TOOLS
More than the eye can see
No pond. No ducks
http://www.wildeducation.org/programs/nww06/watershed_illustration2.jpg
Watershed ECOSYSTEM
Ponds
CONNECTED
Partner NetworksPartner Networks
Organizations as Complex Network WebsOrganizations as Complex Network Webs
Knowledge NetworksKnowledge Networks
Communities of PracticeCommunities of Practice
InnovationInnovation
Customer Co- Creation Customer Co- Creation Value NetworksValue Networks
Supply ChainsSupply ChainsIndustry Groups Industry Groups
Alumni NetworksAlumni Networks
Business value created through interaction. Relationships build capital.
High Performers High Performers
Petroleum Drilling
Key middle managersPeripheral peopleIsolated group
ONA Reveals Formal V Informal Structure
Cross R. & Parker, A. 2003
Jenny Ambrozek, SageNet LLC 2005
7
ONA Evolution
Steve Borgatti Boston CollegeUCINet 1988
Steve Borgatti Boston CollegeUCINet 1988
Rob CrossUVA Network RoundtableSurvey software2003 “The Hidden Power of Social Networks” co-author Andrew Parker (Stanford)2000 IKO
Rob CrossUVA Network RoundtableSurvey software2003 “The Hidden Power of Social Networks” co-author Andrew Parker (Stanford)2000 IKO
Ronald Burt Uni. of Chicago
Ronald Burt Uni. of Chicago
David Krackhardt Carnegie Mellon1993- “The Company Behind the Chart” HBR
David Krackhardt Carnegie Mellon1993- “The Company Behind the Chart” HBR
John Seely Brown XEROX PARC 1995 “People are the Company: Fast Company”
John Seely Brown XEROX PARC 1995 “People are the Company: Fast Company”
Verna Allee Value Networks1997 “The Knowledge Evolution”
Verna Allee Value Networks1997 “The Knowledge Evolution”
Valdis KrebsInflow 1990
Valdis KrebsInflow 1990
Wayne Baker Social Capital Uni Michigan
Wayne Baker Social Capital Uni Michigan
Ranjay Gulati NorthwesternRelationship assets
Ranjay Gulati NorthwesternRelationship assets
Larry Prusak & Tom Davenport Babson (IKO)
Larry Prusak & Tom Davenport Babson (IKO)
Mark Granovetter Stanford University 2000 Silicon Valley Networks 1974 Getting a Job: A Study of Contacts and Careers Harvard
Mark Granovetter Stanford University 2000 Silicon Valley Networks 1974 Getting a Job: A Study of Contacts and Careers Harvard
Moreno-
1931- Sociogram
Barry Wellman University of Toronto Networked individualism
Barry Wellman University of Toronto Networked individualism
Connections Inside Enron
Courtesy Trampoline Systems
Collaboration ToolsEmail, IM, Web portals, Blogs, Wikis
Wireless PDA’sCompetitive business
Globalization-Geographically spread
Mobile workforcesCompetitive businessenvironment seeking
business value
SocialNetworkAnalysis
Social Capital Why ONA Now?
Search for valuable over quantity of connections
“Globalization and the Internet create great new opportunities, but they also ratchet up the intensity of competition and generate more work -- especially with the existing
corporate structure still hanging on tightly.”
Shoshana Zuboff, Business Week Sept 23, 2005
“By having workers fill out a 15- to 20-minute online survey, Cross can chart who people
communicate with, how much time is spent preparing for which meetings, and where the bottlenecks are. "Then I ask executives: 'What
decisions are you making that others can make?"' says Cross. "Are there aspects of your
role that you could let go of?“Rob Cross , Business Week Sept 23, 2005
Computer Network Value
1973- Metcalfe’s Law
1965-Gordon E. Moore “through the complexity of silicon chips doubling every year,the cost of computing power will accordingly decrease”
Reed, 1999
“(n]etworks that support the construction of communicating groups, create value that scales exponentially with network size”
Influence Network
Most Influential...* Joe Cothrel* Howard Rheingold* Nancy White* Martha Maznevski* Jenny Ambrozek* Yahoo Online Facilitation Group* Amy Jo Kim* Jim Cashel* KM Cluster* Lisa Kimball
HOWARD RHEINGOLD
KM CLUSTER
ETIENNE WENGER
KNOWLEDGEBOARD
NANCY WHITE
ASSOCIATION FOR INTERNET RESEARCHERS
ONLINE COMMUNITY REPORTCQSQUARE
JERRY ASH
IBM IKO
DEBORAH AMIDON
ANNE MCKAY
HUBERT SAINT-ONGE
MICROSOFT
IBM
JONATHAN SPIRA
OPEN SOURCE COMMUNITYKM CLUSTER
JIM CASHEL
Ambrozek&Cothrel/Valdis Krebs 2004
" You do realize that Metcalfe's law does not work for social networks, right?“ ~ Valdis Krebs
Direct CONTROL lessensDirect CONTROL lessens
Social TechnologySocial Technology
ControlControl
TimeTime
DegreeDegree
Enterprise systems,
Blogs Wikis Podcasting ,
Social Networking
TaggingEthernet
1973Web 1.0 1991
Web 2.0 Web 3.0Search Links Authoring Tags Extensions Signals
as social technology INCREASES
13Slates
S earch
L inks
A uthoring
T ags
E xtensions
S ignals
Enterprise 2.0 Technology components
~ Andrew McAfee,
Direct CONTROL lessens
Courtesy of Newsfutures and Robin Hanson.
Timeline showing corporate users and Wisdom of Crowds publication
Prediction Market Adoption
“Change the patterns of participation, and you change the organization. At the core of the 21st century company is the question of participation. At the heart of participation is the mind and spirit of the knowledge worker....”
-John Seely Brown & Estee Solomon Gray, “The People are the Company” Fast Company Issue 01, October 1995 http://www.fastcompany.com/online/01/people.html
Organizations are Webs of ParticipationOrganizations are Webs of Participation
Participation is Individual & Complex
Participation is Individual & Complex
High EngagementHigh Engagement
Low EngagementLow Engagement
Facilitators RolesFacilitators Roles
Attention Connection Participation Contribution Attention Connection Participation Contribution
Adapted from Ross Mayfield April 2006
Sharing Questions & Key IdeasSharing Questions & Key Ideas
Social Network Analysis Metrics
Lee
Bob
Ted
Ann
Sue
Al
Centrality --- Identifies influential people (individual measure) Number of direct connections that individuals have with others in the group Individuals who have more ties to others may be in more advantaged positions;
they may have access to more of the information or knowledge in the network
Density --- Robustness of network (group measure) Number of connections in the group out of 100% possible in that network General level of linkage. More points connected means quicker and more
accurate information flow
Cohesion --- Ease with which a network can connect
Distance is the shortest path between two people. Lee--->Ted = 2 NOT 3
Aggregate measure at network level reflects average distance
“When you interact with this person, how does it typically affect your energy?”
Energy
Value Network Measures
The complexity of tangible (green) and intangible (blue) flows~ Verna Allee
Activity statistics tell an incomplete story
Ambrozek, Axelrod & Mulliner 2007
Learning through participation and connecting intelligence
The SPACE between the TOOLS
4. Using multiple tools created value
From Ronald Burt (2000) we were aware of opportunities to create value around ‘structural holes’ in organisational networks. Hence we paid attention when it was suggested that it is ‘…the space between the tools where things happen’ (N. White 2007, pers. comm., 2 July).
~ Ambrozek, Axelrod & Mulliner 2007, Knowledge Tree
Architecting ParticipationArchitecting Participation
Social TechnologySocial Technology
Enterprise systems
,
Blogs Wikis Podcasting Tagging Social Networks
Web 2.0
Search Links Authoring Tags Extensions Signals
Paying attention to your organization’s STRUCTURAL HOLES and the SPACE between TOOLS
Web 3.0
Web 4.0
Web 1.0
1. Business Purpose2. Network Thinking3. Diverse Minds4. Connected Intelligence5. Success Recognized
21st Century Organization Blog http://c21org.typepad.com/
21st Century Organization Facebook Group
http://www.facebook.com/group.php?gid=2436782733
Networked Organizations Wiki http://networkedorganizations.wikispaces.com/
Email jenny@sageway.com Thank you
Continuing the ConversationContinuing the Conversation
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