The Human Network

Nick Hodge

http://www.nickhodge.com/

Hello from the Experiment

(and yes, I am Internet famous)

Who is Nick Hodge?

MBA , TechMgmt (2003 LaTrobe Univ) Apple+Adobe=11 years Including 3 years of sales management 6 months self-funded sabbatical 2007: Microsoft:

Professional Geek (doing) Digital Diplomat (explaining my doing)

http://nickhodge.com/ (sometimes top 100 AU, Technorati.com <50K)

Background

Web 2.0 is not a new product Web 2.0 is not “must be Web 2.0

compliant” a check mark Web 2.0 is a period of time

characterised by unique movements, technologies, philosophies and events, where promise of the internet democratising communications takes effect

Web 1.0 (1994 to 2001)

Web browser/server Netscape, Internet Explorer Windows 95

Generation-Y Theory Gold rush to pyrites (fools’ gold) Dot-com crash

Legacies of Web 1.0

Sales and Marketing adoption of Web Operational efficiencies driven by

cost cutting = ICT Flattening of the world, supply chains Bandwidth (wired, wireless)

investment

Ref: Thomas L. Friedman, The World is Flat

Environmental Drivers

Cost of Hosting CPU performance

Maturity of web platforms: eg, ASP.NET

Customer/client ICT maturity Bandwidth increase Constant cost reduction cycle

eCommerce is so Web 1.0

eCommerce is an outdated term Based on drivers, all businesses have

an “eCommerce” Email, eTax, web site…

Organisations must now deeply integrate ICT to further their productivity

There is a new way of engaging a largely online community

Keystones of Web 2.0

The Cluetrain Manifesto http://www.cluetrain.com/

The Long Tail http://www.thelongtail.com/

Read/Write Web http://www.oreilly.com/catalog/wemedia/

book/ch02.pdf

Folksonomy http://en.wikipedia.org/wiki/Folksonomy

Web 2.0 Foundations

Write and read Rewrite, write and read (mashup) Authentic voice, augmented

conversation Weblogging aka Blogging aka Blogs Podcasts/Vidcasts

Write/ReWrite/Read Web

Value of Write is greater than Read Comments on Blogs http://digg.com/ style voting

Mashup: ReWrite Copyright, IP: (cc) Creative Commons

http://creativecommons.org/ Wiki-world

http://wikipedia.org/ Or install your own Wiki

1. The New Social?

Source: http://icanhascheezburger.com/

Social Networks are Not New

2. The New Revolution

One to many

One to many

One to many

One to one

telephone

Hierarchy

“In the future, everyone will be famous for 15

minutes”

Andy Warhol

Many to many

Humans areSubvertingtheHierachy

“On the internet, everyone is famous.”

Nick Hodge

Hyperconnectivity

3. The New Playing Fields

Brand, Trust and Risk

Value of your Brand What are people saying about you

now? Who represents your Brand online? What is your “online face?” Should you engage online at all? How do you engage?

Where the new Communities are More mobiles than people Broadband in 67% of Internet

Subscribers Average use/day 22minutes 6.5 times per week, 41 page views

per session Less time viewing/listening to one-

many

ACMA Communications Report 2006/7

Genertional Shift

Media consumption US Newspaper sales, AU TV consumption

Eyeballs, eyeballs, eyeballs Communications methods: online Prensky: Digital Natives, Digital

Immigrants Don’t forget Digital Refugees

Generation-Y / Generation-C

Guess what?

4. The Emerging Careers

Greater than Word of Mouth

Give your Organisation a Human Voice

Click to add title

Digital Community Specialist Online Community Leader Online Customer Service Professional Geek Digital Diplomat Online Image Consultant

Role

Polymath communicator Provide a human-face / authentic

voice Engage in and with online

communities Listen and respond Make human connections Add value to the communities

[NB: internal sales/customer service/PR]

1st Wave 2nd Wave 3rd Wave: Social Computing

Virtual workspaces

Instant messaging

Enterprise portals

Presence

Web conferencing

Expertise automation

Personal websites

Composite Applications

E-mail

Calendar

Group scheduling

Discussion forums

Directories (taxonomy)

Groupware

Blogs

Wikis

RSS feeds

Social networks

Tagging

Social bookmarking

Personal profiles

Mashups

5. Tools of the Trade

“Social Computing is not a fad. Nor is it something that will pass you or your company by. Gradually, Social Computing will impact almost every role, at every kind of company, in all parts of the world. Firms should approach Social Computing as an ongoing learning process, using some of the best practices of firms that have successfully taken the first steps.”1

- Forrester Research1 Source: Forrester Research, Inc. “Social Computing - How Networks Erode Institutional Power, And What to Do About It”, February 2006

What Analysts Are Saying“To thrive in an era of Social Computing, companies must abandon top-down management and communication tactics, weave communities into their products and services, use employees and partners as marketers, and become part of a living fabric of brand loyalists.” 1

“Enterprise social software provides an open and freeform environment that (1) stimulates large-scale participation through informal interactions, and (2) aggregates these interactions into an emergent structure that reflects the collective attitudes, dispositions and knowledge of the participants.” 2

“Executives say they are investing in Web 2.0 to communicate with customers and business partners and to encourage collaboration inside the company.” 3

1 Source: Forrester Research, Inc. “How Networks Erode Institutional Power, And What to Do About It” , February 20062 Source: Gartner Presentation, “Wikis and Social Software: How to Create and Harvest Value from Informal People Networks” by Nikos Drakos, March 19-1, 20073 Source: McKinsey & Company, “How Businesses are Using Web 2.0”, 2007

Challenges companies face for adopting Social Computing

Employees want to use consumer

technology in the enterprise

IT wants “enterprise-ready” tools:

secure, controlled,

compliant, and manageable

@MarsPhoenix

SharePoint Social Platform

Partner Innovation

Promote expertise and build communities within your organization

Optional self description

Tags in Details: Clicking will return people with the same tag value, grouped by social distance

Latest blog post shown- up to max of 3

Name and title automaticPresence shown

Shared documents from SharePoint sites Jesse belongs to

List of colleagues by grouping

Communities Jesse belongs to: Membership distribution lists and workspaces (SharePoint sites)

Permission settings

In Common connections between viewer and Jesse

Can be internal and/or external links

Mashups: SharePoint-Popfly Integration

SharePoint’s Social Computing ecosystem

Social Platform

Community

Partners

Tools

Users

CKS: Enhanced Blog Edition Beta 2“Your blog should look as smart or creative as you think you are.”

Features:

Modular Theme Framework

Friendly URLs RSS feed fixups Trackbacks Akismet antispam Tag cloud Category counts BlogML

import/export

Final version: Available now

CKS: Enhanced Wiki Edition Beta2 Features:

Integrated discussions

FlexWiki import tool Custom tokens

(e.g. in-page Table of Content and associated bookmarks, MediaWiki markup tags)

In Development: Duplicate detection for

the “FAQ wiki” scenario Templates Import/export tool

Final Release: Summer 2008

Public Service Stephen Collins, AcidLabs

Social Networks, Building Communities Laurel Papworth

High-level/Futurist/Change Mark Pesce

Local Worldwide Experts

Business: Next Steps

Finding and sustaining your authentic voice in online conversations

Honestly engaging in existing conversations

What is the risk of not investing in your brand to maintain the trust relationship?

Case Studies

Wikis Blogging YouTube

http://willitblend.com/ CSIRO:

http://www.youtube.com/watch?v=uwvKGJXvHZA

Social Networking Backlash “deconstructing” the $5b waste:

http://www.acidlabs.org/2007/07/31/on-banning-social-computing-in-the-enterprise

Welcome to The Human Network Nick Hodge http://www.nickhodge.com/ nhodge@microsoft.com @nickhodge on twitter.com