from lean & mean to lean & meaningful csn 2011 amsterdam
DESCRIPTION
Context Drives Meaning, a new reference model to check/forecast the impact of Social Media. For messages, blogs and campaigns the, Context + Objective (sense of urgency, simple) + Reference point needs to be clear and the in target the community has basis of P2P (coordination, reputation trust) and CollaborationTRANSCRIPT
From Lean & Mean to Lean & Meaningful ……..Get or get lost
Frans van der Reep CSN 2011, Amsterdam , feb 10 th
What are the Social Media ingredients ?
people +
browser, server, (smart)phone, connecJon, address book, database, GPS
+ messages, text, photos, videos
social media by itself do…
To understand the effects of social media, asks for new noJons and organizaJon of context
But....
PracJce and Learn Aristotle
“For what we have to learn, we learn by doing. In prac8cing we learn what is noble and just. We become just and temperate by doing and becoming habituated to doing just and temperate things” Ethica Nicomachea
©Frans van der Reep Hans Kooistra
Social Media has impact if…
Context Objec9ve
• sense of urgency
• simple
Peer2Peer • coordinaJon • reputaJon • trust
Reference point
©Frans van der Reep Hans Kooistra
Context Objec9ve
• sense of urgency
• simple
Peer2Peer • coordinaJon • reputaJon • trust
Reference point
…. and serendipity
Context Objec9ve
• sense of urgency
• simple
Peer2Peer • coordinaJon • reputaJon • trust
Reference point
✗
✗
✗ ✗ ✓
= no effect
Context
Objec9ve • sense of urgency
• simple
Peer2Peer • coordinaJon • reputaJon • trust
Reference point
✓
✓
✓ ✓ ✓
= has effect
Context
Objec9ve • sense of urgency
• simple
Peer2Peer • coordinaJon • reputaJon • trust
Reference point
✓
✓
✓ ✗ ✗
Low cohesion
High cohesion
Low cohesion
High cohesion
Criteria for Membership (Access)
Open Closed Open Closed
High External Pressure Uniform Procedures
Team Task force Coali9on Clan
Low External Pressure Non-‐uniform Procedures
Company (GesellschaM Gezelschap)
Society (GemeinschaM Genootschap)
Poli9cal Arena Club
Mul9ple Ambiguous Goals Clear ‘Smart’ Goal
© Robert Scheltens
Goal Orienta9on
Improve understanding of impact : A Taxonomy of Social ConfiguraJons
Context Drives Meaning
• Rapid changes in context reduce the chances of meaningful objecJves
• MulJple contexts lead to ‘mulJple meaning’, and to tribes and fragmentaJon
may supersede context! Be aware of your personal responsibility! Are you the sorcerer’s apprenJce?
ReputaJon
CON=AMORE
Social Media are at least the digital world-‐of-‐mouth and may have lasJng impact when some specific requirements are simultaneously met
Alert Mobilise Mass React and Respond CON AMORE
Factor
10 • Eckart Wintzen’ cells counted 30 people.
• With internet 150 friends seems to work
• OpJmal size for a P2P organizaJon 300 (Gore Industries).
• As understanding context is vital for meaningful communicaJon, we expect a great future for Context and Emo9on Aware Technologies
• Anthropologists and Psychiatrists have a lot of business value as they are used to deal with this challenge and have the understanding and the tools to know what they see
Business Opportunity: Understand Context
Top down
Bottom up
Push oriented Pull oriented
© F. van der Reep
What happens in the business arena?
Focus on con9nuity
Rule Based Behaviour Lean&Mean Planning
Focus on flexibility
Principle Based Behaviour Lean&Meaningful Perpetual Beta
Big companies
Small companies
Where people only co-‐operate because of profit and producJon, a longing for feeling meaningful will come up….. hhp://www.flickr.com/photos/chrisdlugosz/3405153987/sizes/l/
It is about managing context and simplicity
from Lean & Mean
to Lean & Meaningful
Chase the meaning, not the money
©Frans van der Reep Hans Kooistra
info@nextpracJce-‐insJtute.com
Contact
This presentaJon is a Co-‐CreaJon of Frans van der Reep and Hans Kooistra. Frans van der Reep (1954), senior strategist at Getronics ConsulJng (a KPN company), lector Digital World Hogeschool INHolland, inspirator of nextpracJce-‐insJtute Hans Kooistra is Partner and Co-‐Founder of nextpracJce-‐insJtute.
Thank you!