Actors are autonomous, intentional, social & rational; their actions are not defined by system specifications. Human actors have relationships with others in their network and exchange tangible & intangible goods/value. Static & Dynamic modeling framework fall short of capturing these dependencies and rationale of the social actors. Social Modeling can compliment Static & Dynamic Modeling and prepare your systems to be social from the ground up. This deck aims at piquing your interest and take a look at social modeling and a few other concepts.

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