My presentation at the Social Networking Conference in San Francisco, July 11th, 2008

1. Enabling social perspectives within and beyond the Enterprise Rawn Shah Practices Lead Social Software Enablement Team IBM Software Group [email_address]

2. Too many concepts lumped together Co-creation Community User-Generated Content Collective Intelligence Web 2.0 Enterprise 2.0 Social Networks

3. People apply their own filter to these concepts Facebook Blog Discussion Forum LinkedIn Twitter ? Digg Wikis Co-creation Community User-Generated Content Collective Intelligence Web 2.0 Enterprise 2.0 Social Networks

4. Often the discussion starts around the tool they need Discussion Forum Wiki Twitter Digg ? Blog? ? ? ? ? ?

5. While Social Software power users argue over what to use Discussion Forum!! Wiki!! Twitter Digg ? Blog? ? ? ? ? ?

6. … others new to social software are still wondering what it is Twitter Digg Discussion For… Wiki!! ? Blog? ? ? ? ? ?

7. Even when a tool is chosen, many questions still remain Wiki!! Who can contribute? Blog? Who can read? Who is it for? Who chooses focus? ? Lifespan?

8. These questions really exist independently of the tool chosen ________!! Who can contribute? Blog? Who can read? Who is it for? Who chooses focus? ? Lifespan?

9. These are questions about the social context Who can contribute? ? ? Who can read? Who is it for? Who chooses focus? Lifespan?

10. Let’s take these questions and break them into How do I experience this social environment? What are the rules for working with others in this environment? Who can contribute? Blog? ? Who can read? Who is it for? Who chooses focus? Lifespan?

11. How do I experience this social environment? Social Experience

12. Some Web 2.0 experiences are really between each user and the provider, and only slightly social Personal

13. Some are between other users and a single individual Individual

14. Some are between a defined group of users Defined Group

15. Some are between an open community of users Community

16. Some are across a mass of users… that you really don’t even need to see Mass Collaboration

17. Switch gears to Democratization of the Web Democracy everywhere  What are the rules for working with others in this environment? Social Rules and Governance

18. Centralized social governance focuses on one or more leaders who make all the decisions… Centralized

19. Delegated social governance subdivides that control and decision making Delegated

20. Republic governance moves to elected leaders who make the decisions for the rest… Republic

21. Starfish social governance defines common overall principles but each local area runs independently Starfish

22. Swarm social governance depends on a mass of individuals converging on select ideas out of many Swarm

23. Bringing together social experience & social governance Pairing these together defines a social context Strongly-centered Experience Widely-shared experience Centralized governance Distributed governance

24. The same technology can be used in different contexts Blog Group Blog Group Blog Strongly-centered Experience Widely-shared experience Centralized governance Distributed governance

25. Wikis are notoriously versatile… Wiki Wiki Wiki Wiki Wiki Wiki It is important to be clear on which context you have in mind Strongly-centered Experience Widely-shared experience Centralized governance Distributed governance