build smarter internal and external communities
DESCRIPTION
Revitalized presentation from 2002/2003 on the benefits of social networking, and application within the enterprise.TRANSCRIPT
Build Smarter Internal & External
Communities
Dan Keldsen Co-founder and Principal at
Information Architectedwww.InformationArchitected.com
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via Social Networking Methodologies and Technologies
What you should get out of this presentation...
“Social Networking” is no fad...Best experimental playground is the public SNSes.Findability is the primary key.You need to decide what your reasons for networking are, and how best to accomplish those goals. Underlying principles stay the same, for the most part.
“It’s Made of for People”
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Step Back in Time...
Social Networking +Venture Capital in 2002/2003
The cynic in me said“uh oh - another blackhole for investor’s money!”
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The Applications are EVERYWHERE
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What can social networking do for YOU?
Good memory and “traditional” systems WON’T CUT IT ANY MORE
You are using only 1% of your relationships on average...
Until Telepathy is brought to the masses, we need help!
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But First...Where did the
premise of“Six Degrees”Come From?
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Stanley MilgramHarvard Researcher
Father of “Six Degrees” in 1967
More like NINE DegreesSome paths “can’t get there
from here”(only 18 of the 98 Nebraskans
made the connection)
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Bacon NumbersBacon Number # of Actors
0 11 17622 1404333 3807124 918115 71716 9117 928 13
Total number of linkable actors: 622906 | Weighted total of linkable actors: 1834077 Average Bacon number: 2.944 (http://oracleofbacon.org/)
Total number of linkable actors: 622906 | Weighted total of linkable actors: 1834077 Average Bacon number: 2.944 (http://oracleofbacon.org/)
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Customer ValueToday - measure Lifetime CustomerValue (an individual)Tomorrow - measure CustomerNetwork Value (both current andexpected lifetime)Score the network, target thelarger chain, think BIG
near-future: tie to meters/dashboards through sales, crm, marketing
They Speak, But Do You Hear?
You don’t know WHAT you don’t know
You don’t know WHO you don’t know
Listen, engage, rinse, repeat!
Customers (and employees) might
actually know something
ExternalInternal
Awareness
Responsiveness
ParticipationYouYour OrganizationYour CustomersYour PartnersYour SuppliersThe WorldA million submarkets, of 1-to-1 conversations
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Chaos Theory
Magnification of Small Effects(Malcolm Gladwell - connectors, mavens, salesmen) Lorenz’ ButterflyWelcome back to the 60s (and 90s)!What seems random, isn’t - just need the math!
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Visibility
With no “map,” how can you navigate social
networks?
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With no network...
There’s nothing to map or otherwise “mine”
Build your network(s) first, but keep an eye on what you want to
accomplish while you do
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?
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Broadcast Search“Does anyone know anyone at Cisco?”
“no” (thanks for the spam!)“Yes, why?”
“Yes, but I’d never tell YOU!”
Hours/days/weeks/months later...“Sorry, Jim (@ Cisco) doesn’t work
here any more”
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Federated SearchGood idea for “enterprise
search” why not “relationship search?”
Pull contact/context into a master repository (meta or central), with privacy and
security controls and radically increase productivity AND
opportunities
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The Age ofRelationship Intelligence
Relational Databases marked the beginning of a new age of computingIt’s no accident that Social Networking Tools took this long to arrive - computing power, infinite JOINsBefore you can CODE, you have to UNDERSTAND - it took physicists, sociologists, anthropologist, mathematicians, and others to understand this - and NOW we can code
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Faces of a Stranger“They’re the faces of a stranger, but we love to try them on”Knowing there IS a relationship is step one - might be enough for your needWHAT is the relationship?HOW STRONG?
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You are Number 6Based on meeting once? a phone call?Require confirmation from both parties?Common workplace, alumni, interests?Frequency of communication?Spikes in communication?Public databases/networks?Private databases? Org charts?Length of relationship? Who “owns” relationship?What’s automatic/manual?
Bacon Number of 2Patrick was in ‘Treasure Planet’ w/Jack
Angel who was in ‘Balto’ w/Kevin
(Average McGoohan number: 2.947)
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Who owns relationships?Your
Network?Or Your
Company?
It’s a Wonderful Life - What happens when a connector is removed? Brother dies, Evil capitalist runs the town, Wife
becomes a spinster, Pharmacist kills kids. It’s chaos!
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Strength of DegreesTrying to sell someone 6 degrees removed? Shoot for 2-3 degrees max.Looking for an internal expert - who cares how “distant” they are?Looking for terrorists, or tracing the spread of infections? There is HIGH value in distant relationships - perhaps to 30 degrees (Non-Obvious Relationships)
(finding major hubs is a shortcut however - ask me about Pareto’s Law and Power Laws)
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The Medium is...
It’s long been held that the medium is the messageThe ultimate medium is ... US. (you, me, and the rest of the globe)The Fabric of Society takes on a different bit of meaning, eh?Wrinkle in Time - Fold the Market, Remove the Middlemen
Some Solutions
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nTagInfrared and RFIDStores ProfilesTracks who met who and commonalitiesCan watch the network growExchange Biz CardsLive Polls
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September 2004 - ONE new contact later
His network is 1200+, so not much overlap,
which is an IDEAL situation
September 2004LinkedIn March
2004
3 years later...
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(not just for fun)
27See:http://intranetblog.blogware.com/blog/_archives/2007/11/5/3336073.htmlhttp://www.sda-asia.com/sda/news/psecom,id,18369,srn,4,nodeid,1,_language,Singapore.html
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Contact Network(acquired by Thomson in January 2008)
Read/Hear Podcast interview with Geoff Hyatt, CEO of Contact Networks:http://www.biztechtalk.com/2006/03/dan_keldsen_int_1.html
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IBM DB2 Entity Analytic Solutions
(Was NORA - SRD Software)Detects Obvious & Non-Obvious Relationships between people & organizationsEnables instantaneous alerts when suspect relationships are foundSupports up to 30 degrees of separationIntegrates thousands of different data sourcesInternal & external sourcesEnables identity network visualization
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Kwain Kim and Jim Evans’ relationship may be of interest in the investigation of
a money laundering ring.
Shared Phone Number
Business Partners
Co-Signer on Auto Loan
Emergency Contacts
Shared Address
Bank Account
Large Banking Transactions
What are the relationships behind your customer?
Action Items for You
Create your profileLast 3 jobsAll college, university, post-grad infoAdd several paragraphs
Overall profileFor each subsection
Send me an invite - seriously!To Critique and Expand your reach
Start hunting for people you knowReach out, who knows who you’ll find?
Get thee to LinkedIn
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Experiment Time!
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Bookcrossing(Social Lives of Books)
Read a good book,Register it on the website, get a unique BCID (BookCrossing ID number), and label it,Release it for someone else to read (give it to a friend, leave it on a park bench, donate it to charity, "forget" it in a coffee shop, etc.)
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Dan Keldsen617-933-9655dk{at}InformationArchitected{dot}com
www.slideshare.net/dan.keldsenwww.linkedin.com/in/dankeldsen
twitter.com/dankeldsen