The document discusses how people use social media to connect with each other and share information. It notes that while technology allows for more connections, it has also introduced distance between people. The document then examines emotions in social media and how they are used to convey intimacy and regulate interactions. It also discusses how social media allows for weak ties through networking and discusses how this has transformed organizations and knowledge sharing.

1. The smell of human flesh
in Social Media
About Öle, football, roses and bitter balls
Dr. René M. Jansen - rene@winkwaves.com

2. ur fascination: How people w
ork together in and around
O
organisations:
Fin d suitable conversation
partners to talk with
Learn an d make sense together
Feel conn ected with each other
And the value of the “unus ed potential of technology”
when there is more th an one coffee machine...

3. Roadmap...
Why are we talking about “social
media” today, and not 100 years ago?
Basic characteristics
of social media
Emotions in Social Media
Social media for knowledge
sharing and marketing

4. Survival and trust
Everybody that matters to you
is on a walking distance

5. We are biological prepard to live that way
Neo-Cortex
Dunbar’s 150...

6. By growth:
Leader or group of wise people
Still: direct communication

7. Mobility brought freedom...

8. ...but created distance...

9. “mediated communication”

10. Mass Media

11. Current Society:
Weak Ties and Network Sociality
Foto: Stephen J. Williams
N eed for other comm unication media?

12. 2 characteristics of social media
N e w! any
any : m
we ll m
ow as
N

13. 2 characteristics of social media
Ne w!
nting!
ot pri
re fo
Mo

15. The explicit world
of social media

16. Emotions in social media
“We do think that we are connected, because we chat, mail, wall and
text, but we don’t look in each others eyes anymore and don’t have
real conversations. We step out of a plane somewhere in the world,
and recognise the environment. Home has become an unclear concept.”
Jason Reitman

17. Why emotions matter...
“Emotions drive what we do.
Without emotions we can’t make decisions”
“how much do
you share...”
n...”
“hu rry for educatio
ality...
Context and group impacts decisions more than your person

18. Showing emotions online
Offers additional information
Regulates interaction
Conveys level of intimicy
We use more emoticons in communicating with
friends then with strangers...
Emoticons are used more in a positive context
then in a negative context...
We mostly use 3 emoticons to show happiness, anger
or to state: don’t take this statement to serious.

19. A prototype:
“TweetIcon”
to brute and silly communication
Twitter and SMS (indeed) lead
If you are triggered to mak e emotion explicit, it makes
commu nication more constructive
ce you want to look good, and
Bei ng aware of your emotion, sin
people mirror your emo tion, this increases positivity
“what do you feel” leads to more interesting messages that
ent
stimu late group binding and engagem

20. Social media are perfect medium for
Weak Ties and Network sociality
touch business?
How do es this

21. Broad spectrum of social media
ic
Transformation of
g
te
the organisation
ra
St
Group identity,
Share knowledge
Communication
l
na
media
io
at
er
have?
s / Experiences you
Op
Example

28. Our learnings so far?
ië ncy Find the right (formally unknown) conversation
Ef fic partner, trustworhty on your specific topic
If people improve and reuse each others
Qua lity material, wisdom of the crowds
Connect creativity and ideas of the individual
ova tion with the experience and power to execute of
Inn the group
F eel Conversations create a heartbeat, a feeling of
nec ted connectedness, bridging time and location
Con

29. Help, the consumer talks back!
e of blog post, still the 1st result in
See dat
google (Vodafone is still only 4th!)

30. Case: Listening

31. c ial media:
The po wer of so y
l ised in 1 da
ents mobi
25 .000 stud Kevin
All students will go strike because the number of teaching hours
is increased to 1040, so we have to stay longer in school every
day! That’s why whole Netherlands 23-11-07(TOMORROW!!!) will
strike at 11.00 AM, simply in front of your school, copy this
message and send to as many people as possible via MSN!

32. Micro Mobilisation
Mass Media Social Media
tening
of lis etting
Th e art nda s
Age

33. The LAKS
- Site stop1040.nl: 40.000 signatures
Sywert - Own proposal law: “time for quality”
van Lienden - Well organised student protest
- Reduce complex topic to simple statement:
“Quality in education -> 1040 norm -> jail instead of education”
- Binding power:
“if you want to increase quality, you are against 1040 norm”
Ge moedstoestand en framing

34. Organise to listen
PR
“That’s bad for our brand name”
Correct factual information
Marketing
”What they say is true”
Improve internal organisation
Listen or
participat
e?

36. Don’t become a sleeping driver...
Communicate or facilitate?

37. (Victims of) Sleeping Drivers
do exist...

39. Make conversations visible
Reinout
Traffic
Bannering - Mass media
Facilitate
Theme setting
Ambassadorship Theme terrasses
Widgets and campaigns
Reinout
Clear division
Communication from government
versus stories by regular citizens

40. Designing for the smell of human flesh
in Social Media
About Öle, football, roses and bitter balls
Dr. René M. Jansen - rene@winkwaves.com

41. People use every means at their
disposal to relate to each other

42. Web 1.0 was about
Usability and Funnels

43. What is challenge?
Eye balls
(web 1.0) Voluntary
Participation
(web 2.0)

44. How to start?
te
- Find each other to collabora
- Sense Making
- Feel Connected
Understanding the game
and the players
Support the game Design for the game
and the players and the players

45. What is persona research?
Segmentation based on objectives, attitude and behaviour
- Understand, empathy & focus
- Direction
- Humans as basis for decisions

46. Understanding the game...
SSM van Peter Checkland - Mazzled by the Maatschap

47. SSM Kennisnetwerk Vitaal Platteland

48. Connect or start?
Students with debts
Connect to facebook
traffic but no participation
Victims and suppressors
Identity
has many Specific site
you migh facets, t
t not wa hat
nt to con high participation
nect!

49. Example: intranet D66
ns?
- Wat betekent nieuws voor o
rtij
- Profileren en groeien in de pa
- Samenwerken aan moties
Understanding game
and players
Support game and Design for game
players and players

50. Mazzled by the maatschap - Universiteit van Amsterdam
with Universiteit van
research together
Th e (award winning ;)
Amsterdam on des igning social media

51. What is your football
Sociality = 1. Seeking companionship
2. Forming or extending social groups

52. Reasoning about social media for KM
De
Work together on
Share & Food for
si vir
document Tell what you do
gn on
thought
En
Ne me
w nt
Discuss
W
Tell who you are Show what
or
questions
you do
k
U
ch
si ter edia
Many to Many
ar
ng
so
ac
conversations Make visible via
co
ci
al
re s
footprinting
is
m
tic ..
.
to
be
tt goa
KM
er ls
Learning and
re
Find Each Other Feel Connected Sense Making
ac
h
Designing for sociality in stead of functionality...

53. Document as trigger for conversation
.
t ories or questions..
s, bookmarks, ideas, s
Documents, (market) new

54. Conversation partner or profile
Dynamic p rofiling and expert finding
“Mazzled by the Maatschap”

55. Cast of characters...
Tippers ik deel graag tips met iedereen, zo ben ik nu eenmaal. Community is voor mij een
succes als ik er makkelijk mijn tips kan delen en verspreiden. Story tellers Ik wil graag
gehoord worden. Community is voor mij een succes als ik er mijn verhaal goed kan vertellen en er
interessant publiek komt. Big Ego Ik wil gezien worden als expert, daarom zoek ik overal podia
om aan mijn imago te kunnen werken. Community is voor mij een succes als ik beter vindbaar ben en
meer volgers krijg. Archivists Ik bewaar en orden informatie voor mezelf, en als anderen daar
ook hun voordeel mee kunnen doen heb ik daar geen problemen mee. Promotors Hoe meer
linkjes naar mijn blog hoe beter mijn Google pagerank... . Community is voor mij een succes als ik
meer traffic naar mijn blog krijg Reactors Zelf informatie toevoegen zie ik niet zo zitten, maar
ik reageer graag met een reactie of stem op wat anderen posten. Community is voor mij een
succes als ik interessante gesprekken kan hebben. De Connectors Ik vertegenwoordig graag
een ambassadeursfunctie, maar heb zelf niet zoveel in te brengen. Community is voor mij een succes
als ik er enthousiast over kan vertellen. Lurkers Altijd op zoek naar handige (extra)
informatiebronnen. Community is voor mij een succes zolang ik er zinvolle informatie vind. De One
Day Fly Ik probeer altijd graag nieuwe dingen uit. Voor mij een succes als hij me meer raakt
dan alle andere dingen die ik uitprobeer.
What people actually do...

58. Thanx!
Always in for a good
conversation over a decent Cappuccino!
Download Whitepapers or presentations?
Winkwaves.com
ené M. Jansen
Dr. R
winkwav es.com
rene@