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    Social Modeling

    January 11, 2012
+
    “Business” Arab Spring
    “… just as dictators fell, so too will CEOs that do not
    listen to their customers and employees.” - Forbes




              Image source: http://en.wikipedia.org/wiki/File:Tahrir_Square_-_February_10,_2011.png
+
    Consumerization of IT
    Employees assert control over technology they use
    for work
       Past decade: Consumer IT on Fire; Enterprise IT on Hold
           Enterprise IT focus was on efficiency investments

       Sunday evening experience vs Monday morning experience
           IT at home is far better & cheaper than in the office

       BYOD – Moving from Security to Privacy issues

       High on UX, responsiveness, bandwidth; Low on weight, cost



       What about Social Computing/Media?
           Think beyond Enterprise Facebook (no context) & Social Layer
            (patchwork)
+

                                        What   Social?
Agenda                                  Social   what?
Preparing for a Social Future of Work


                                        Social   Modeling
+
    What social?
    Is social merely a hype or is there something that really needs us to
    not only take note of it but also be prepared for it?

    What is social?
+
    Social = Network + Engagement
    Think humanities, not technology

       Man is a social animal
           Humans do not exist in isolation; exist in shared environment with
            others

       Interactions point at Networks, bring about Engagement
        (among other things)

       Networks are explicit (stated – org chart, email DL) & implicit
        (implied – transactions & interactions)

       Networks are where value is created, exchanged

       Value Network: set of roles and interactions that generates a
        specific business, economic, or social good
+
       Generic --> Social --> Value
       Networks

                                                                                                                 Social Network



          Network




                                                                                                              Value Network




Image Sources: http://www.i-capitaladvisors.com/2010/08/23/use-value-network-maps-to-understand-how-your-organization-works-from-the-bottom-
up/, http://en.wikipedia.org/wiki/File:6n-graf.svg, http://en.wikipedia.org/wiki/File:Weak-strong-ties.svg
+

       Value
      Network
      Analysis

                                                People naturally network
                                                as they work
                                                So why not model the work itself as a network?




Further reading: http://valuenetworks.com/ & http://www.valuenetworksandcollaboration.com/
+
    Engagement needs Trust

       Engagement implies commitment; nurtured by interactions

       Interactions happen at physical, behavioral & intentional
        levels
           to collaborate, cooperate or compete

       Shared environment where interaction happens requires
        mutual respect and Trust; to even compete, fairly

       Systems should facilitate Trust
           Systems cannot infuse Trust, it has to be built by the people
+ Behaviors/Values That Lead to Trust

             Reciprocity

              Reliability
                                 Can we design
              Openness           systems that
                                 facilitate these?
               Honesty
                                 Let us see …
             Acceptance

             Appreciation
Records    Engagement              Insight



Consideration                   Systems of Record                            Systems of Engagement

Focus                           Transactions                                 Interactions
Governance                      Command & Control                            Collaboration
Core Elements                   Facts & Commitments                          Ideas & Nuances
Value                           Single Source of Truth                       Discovery & Dialog
Standard                        Accurate & Complete                          Immediate & Accessible
Content                         Authored                                     Communal
Primary Record Type             Documents                                    Conversations
Searchability                   Easy                                         Hard
Usability                       User is trained                              User “knows”
Accessibility                   Regulated & Contained                        Ad Hoc &Open
Retention                       Permanent                                    Transient
Policy Focus                    Security (Protect Assets)                    Privacy (Protect Users)
                http://www.slideshare.net/jmancini77/moving-from-records-to-engagement-to-insight
+
    Social what?
    Social Layer, Social Intranet, Social Design Pattern, Social Processes

    The great enterprise social patchwork
+
    A blog in a tweet
+
    SNS / Community Platform is just
    the beginning
+
    Social Layer patchwork




                             Prem Kumar Aparanji
                             http://j.mp/prem_k
+
    Social Design Patterns

       Interaction pattern for designing social interfaces
           Grounded in social behavior patterns

       Fundamental principles:
           design for everyone
           talk like a person

       Further reading:
           http://designingsocialinterfaces.com/patterns/Main_Page
           http://developer.yahoo.com/ypatterns/social/
           http://www.slideshare.net/emalone/social-patterns-talk-web-20-
            version
           http://www.slideshare.net/xian/yahoo-pattern-library-social-
            design-patterns
+
    Social or Adaptive Process?




     Source: http://www.column2.com/2011/03/its-not-about-bpm-vs-acm-its-about-a-spectrum-of-process-functionality/
+
    Social Modeling
    i* (i star) framework
+                                             Autonomy
                                                Actions are not predetermined
                                                Behavior not fully controllable, nor
                                                 perfectly knowable

                                              Intentionality
                                                Actions are not random either
                                                Ascertained by intent & motivation of
                                                 Actor

                                              Sociality
Social Actor                                    Social is rich; modeling is limited
Active entities that carries out actions        Well being of actor depends on other
to achieve goals by exercising its               actors; relationships
know-how.
                                              Rationality
                                                Behavior is explained by goals &
                                                 motives.
                                                Belief is an assertion held true by
                                                 actor; influences behavior
+
    i* notations
    i* framework guides: http://istarwiki.org/tiki-
    index.php?page=i%2A+Guides
+
    Strategic Dependency (SD) Model
    Typical process models (dataflow/activity diagrams) focus on
    information/control flow. SD model, a higher level abstraction, depicts
    what actors want from each other, and the freedom that each actor has.
+
    Strategic Rationale Model
    SD Model focuses on external relationships, while staying mute on
    internal makeup. SR Model provides a representational structure for
    expressing the rationales behind dependencies. Each actor is attributed
    goals, tasks, resources and softgoals.
+
    Tools for Social Modeling

       Many; list available at http://istar.rwth-aachen.de/tiki-
        index.php?page=i%2A+Tools

       I have used OpenOME, an Eclipse based tool
           http://www.cs.toronto.edu/km/openome/
           Still exploring it.
           Can help with analysing/evaluating the model

       DesCARTES Architect seems to have the most functionalities
           http://www.isys.ucl.ac.be/descartes
           Slightly behind OpenOME in Suitability, Usability & Maturity

       Visio template available too.
           Useful for Business Analysts not IT team
+



       Complement not Replace
       Social Modeling is to complement the static & dynamic modeling
       frameworks like Entity Relationship Diagrams, Information Flow
       Diagrams, Flowcharts, Swimlane diagrams, BPMN, UML, etc.


       It also requires different set of questions while interviewing users to
       unearth their goals & dependencies from their perspective.


       An underwriter might want to keep the items in his workbasket low, or
       have the reputation of being the best and might have to depend on the
       doughnut delivery guy to keep him motivated.


Image Sources: http://uvenet.com/2011/10/05/underwriting-about-insurance/ http://www.flickr.com/photos/whitneyinchicago/5616100663/in/photostream/
+

    Thank you



                Prem Kumar Aparanji

                Sr. Architect, Cognizant, Bangalore
                http://j.mp/prem_k
                @prem_k

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Social Modeling

  • 1. + Social Modeling January 11, 2012
  • 2. + “Business” Arab Spring “… just as dictators fell, so too will CEOs that do not listen to their customers and employees.” - Forbes Image source: http://en.wikipedia.org/wiki/File:Tahrir_Square_-_February_10,_2011.png
  • 3. + Consumerization of IT Employees assert control over technology they use for work  Past decade: Consumer IT on Fire; Enterprise IT on Hold  Enterprise IT focus was on efficiency investments  Sunday evening experience vs Monday morning experience  IT at home is far better & cheaper than in the office  BYOD – Moving from Security to Privacy issues  High on UX, responsiveness, bandwidth; Low on weight, cost  What about Social Computing/Media?  Think beyond Enterprise Facebook (no context) & Social Layer (patchwork)
  • 4. + What Social? Agenda Social what? Preparing for a Social Future of Work Social Modeling
  • 5. + What social? Is social merely a hype or is there something that really needs us to not only take note of it but also be prepared for it? What is social?
  • 6. + Social = Network + Engagement Think humanities, not technology  Man is a social animal  Humans do not exist in isolation; exist in shared environment with others  Interactions point at Networks, bring about Engagement (among other things)  Networks are explicit (stated – org chart, email DL) & implicit (implied – transactions & interactions)  Networks are where value is created, exchanged  Value Network: set of roles and interactions that generates a specific business, economic, or social good
  • 7. + Generic --> Social --> Value Networks Social Network Network Value Network Image Sources: http://www.i-capitaladvisors.com/2010/08/23/use-value-network-maps-to-understand-how-your-organization-works-from-the-bottom- up/, http://en.wikipedia.org/wiki/File:6n-graf.svg, http://en.wikipedia.org/wiki/File:Weak-strong-ties.svg
  • 8. + Value Network Analysis People naturally network as they work So why not model the work itself as a network? Further reading: http://valuenetworks.com/ & http://www.valuenetworksandcollaboration.com/
  • 9. + Engagement needs Trust  Engagement implies commitment; nurtured by interactions  Interactions happen at physical, behavioral & intentional levels  to collaborate, cooperate or compete  Shared environment where interaction happens requires mutual respect and Trust; to even compete, fairly  Systems should facilitate Trust  Systems cannot infuse Trust, it has to be built by the people
  • 10. + Behaviors/Values That Lead to Trust Reciprocity Reliability Can we design Openness systems that facilitate these? Honesty Let us see … Acceptance Appreciation
  • 11. Records Engagement Insight Consideration Systems of Record Systems of Engagement Focus Transactions Interactions Governance Command & Control Collaboration Core Elements Facts & Commitments Ideas & Nuances Value Single Source of Truth Discovery & Dialog Standard Accurate & Complete Immediate & Accessible Content Authored Communal Primary Record Type Documents Conversations Searchability Easy Hard Usability User is trained User “knows” Accessibility Regulated & Contained Ad Hoc &Open Retention Permanent Transient Policy Focus Security (Protect Assets) Privacy (Protect Users) http://www.slideshare.net/jmancini77/moving-from-records-to-engagement-to-insight
  • 12. + Social what? Social Layer, Social Intranet, Social Design Pattern, Social Processes The great enterprise social patchwork
  • 13. + A blog in a tweet
  • 14. + SNS / Community Platform is just the beginning
  • 15. + Social Layer patchwork Prem Kumar Aparanji http://j.mp/prem_k
  • 16. + Social Design Patterns  Interaction pattern for designing social interfaces  Grounded in social behavior patterns  Fundamental principles:  design for everyone  talk like a person  Further reading:  http://designingsocialinterfaces.com/patterns/Main_Page  http://developer.yahoo.com/ypatterns/social/  http://www.slideshare.net/emalone/social-patterns-talk-web-20- version  http://www.slideshare.net/xian/yahoo-pattern-library-social- design-patterns
  • 17. + Social or Adaptive Process? Source: http://www.column2.com/2011/03/its-not-about-bpm-vs-acm-its-about-a-spectrum-of-process-functionality/
  • 18. + Social Modeling i* (i star) framework
  • 19. +  Autonomy  Actions are not predetermined  Behavior not fully controllable, nor perfectly knowable  Intentionality  Actions are not random either  Ascertained by intent & motivation of Actor  Sociality Social Actor  Social is rich; modeling is limited Active entities that carries out actions  Well being of actor depends on other to achieve goals by exercising its actors; relationships know-how.  Rationality  Behavior is explained by goals & motives.  Belief is an assertion held true by actor; influences behavior
  • 20. + i* notations i* framework guides: http://istarwiki.org/tiki- index.php?page=i%2A+Guides
  • 21. + Strategic Dependency (SD) Model Typical process models (dataflow/activity diagrams) focus on information/control flow. SD model, a higher level abstraction, depicts what actors want from each other, and the freedom that each actor has.
  • 22. + Strategic Rationale Model SD Model focuses on external relationships, while staying mute on internal makeup. SR Model provides a representational structure for expressing the rationales behind dependencies. Each actor is attributed goals, tasks, resources and softgoals.
  • 23. + Tools for Social Modeling  Many; list available at http://istar.rwth-aachen.de/tiki- index.php?page=i%2A+Tools  I have used OpenOME, an Eclipse based tool  http://www.cs.toronto.edu/km/openome/  Still exploring it.  Can help with analysing/evaluating the model  DesCARTES Architect seems to have the most functionalities  http://www.isys.ucl.ac.be/descartes  Slightly behind OpenOME in Suitability, Usability & Maturity  Visio template available too.  Useful for Business Analysts not IT team
  • 24. + Complement not Replace Social Modeling is to complement the static & dynamic modeling frameworks like Entity Relationship Diagrams, Information Flow Diagrams, Flowcharts, Swimlane diagrams, BPMN, UML, etc. It also requires different set of questions while interviewing users to unearth their goals & dependencies from their perspective. An underwriter might want to keep the items in his workbasket low, or have the reputation of being the best and might have to depend on the doughnut delivery guy to keep him motivated. Image Sources: http://uvenet.com/2011/10/05/underwriting-about-insurance/ http://www.flickr.com/photos/whitneyinchicago/5616100663/in/photostream/
  • 25. + Thank you Prem Kumar Aparanji Sr. Architect, Cognizant, Bangalore http://j.mp/prem_k @prem_k