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Overcoming Enterprise 2.0 Hurdles
  with Social Interaction Design
    Thomas Vander Wal - InfoCloud Solutions, Inc.
                  13 April 2010
             ThoughtFarmer Webinar
Is the Intranet Solution
  Part of the Problem
Large Portal Tools
Can Not Find Anything
Intranet Isn’t First Stop
Employment Churn
Information Across Horizontals
             Div 1   Div 2   Div 3   Div 4



 Packaging

 Logistics

 Marketing
Social Tools to Fill the Gaps
The One Year Club
One Year Club Lessons
Facebook for the Intranet
Myths of Social Tools
1 - 9 - 90
Email is ~100%
BBC: ~115% wiki use in 7 years
Adoption Curves
Expected Growth Curve
Closer to Real Growth Curve
People Openly Share Information
Millennials Driving Need
Elements of
Social Software
Relationships
Reputation
                             Conversation



                               Groups



                               Sharing
         Identity                            Object

                             Collaboration



                               Actions

                Presence
Collaboration



            Groups



       Conversation



       Relationship



           Reputation            Build
                                 Order
            Sharing



            Actions



           Presence

Identity                Object
Collaboration



                          Groups
Traditional
Groupware            Conversation



                     Relationship



                         Reputation            Build
                                               Order
                          Sharing



                          Actions



                         Presence

              Identity                Object
“I don’t want to be the
    company idiot”
Social Comfort
• Social Comfort with others
• Social Comfort with tools
• Social Comfort with subject matter
Social Reticence of a Click
Faces of Perception




InfoCloud Solutions, Inc. - 2008
Personal
Collective
Community
Collaborative
Newbie
The 4 rings of
enterprise social tools
Enterprise Social Tool:
Components for Success




                          Tools
Enterprise Social Tool:
Components for Success            Capabilities




                          Tools                    Interface /
                                                 Ease of Use
Enterprise Social Tool:
 Components for Success                Capabilities




                           Tools                        Interface /
                                                      Ease of Use




 Intelligence &
Business Needs




                           Sociality
Spheres of Sociality
                 Everyone
                 Collective
                 Selective

                 Personal
Enterprise Social Tool:
 Components for Success                 Capabilities




                           Tools                          Interface /
                                                        Ease of Use




 Intelligence &                                                         Expand Use &
Business Needs                                                          Increase ROI




                                                        Encouraging
                           Sociality
                                                               Use




                                       Social Comfort
Social Interaction Design
What is Social Interaction Design


   People interacting with software/
   services so to communicate with
   other people.

                                       Adrian Chan
Social is an Additional Layer

 • Social interaction adds possibilities and
   complexity
 • Need for understanding how humans are
   social
 • Social context and needs create different
   obstacles from human to computer
   interactions
6 Things Needed for
Solid Social Foundation


     Share
Embracing Human Social
  Interaction Needs

• Tools should get out of the way
• Focus on human social interactions
• Encourage use of elements that support
  social comfort
Can Not Find Anything
Ensure Clarity with
Social Interactions in Services

 • What do features and functionality do
 • Who can see it
 • Ease of seeing others with similar interests
 • Personal context
Social Reticence of a Click
Overcoming Enterprise 2.0 Hurdles
 with Social Interaction Design
Ensure Clarity with
Social Interactions in Services

 • What do features and functionality do
 • Who can see it
 • Ease of seeing others with similar interests
 • Personal context
Overcoming Enterprise 2.0 Hurdles
 with Social Interaction Design
Ensure Clarity with
Social Interactions in Services

 • What do features and functionality do
 • Who can see it
 • Ease of seeing others with similar interests
 • Personal context
Overcoming Enterprise 2.0 Hurdles
 with Social Interaction Design
Ensure Clarity with
Social Interactions in Services

 • What do features and functionality do
 • Who can see it
 • Ease of seeing others with similar interests
 • Personal context
Context
Overcoming Enterprise 2.0 Hurdles
 with Social Interaction Design
Understand the Psychology of
    Your Organization

  • How open is it
  • How does it deal with openness
  • What does it value and how does it
    reward what it values – incorporate it

  • How does it handle mis-steps
Understand the
      Social Pain Points


• Cultural social limitations and/or
  inclusive norms

• Comfortable spaces with permeable
  walls
Comfortable
  Spaces with
Permeable Walls
Map Privacy Boundaries

• Cultural & regulatory
  differences

• Organizations private areas
 • Legal
 • HR
• Personal boundaries
Equality of Participation

• Adoption gaps are normal with any new
  technology

• Adoption improves over time with
  comfort with tools & understanding its
  value to them

• Focus on social comfort improve things
  more quickly
Crossing the Chasm
Equality of Participation

• Adoption gaps are normal with any new
  technology

• Adoption improves over time with
  comfort with tools & understanding its
  value to each person

• Focus on social comfort improves things
  more quickly
Thank You!
Questions
URL: http://www.thoughtfarmer.com
E-mail: gordonr@thoughtfarmer.com




URL: http://www.infocloudsolutions.com
E-mail: thomas@infocloudsolutions.com
              InfoCloud Solutions, Inc. - 2010

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