new pattern language 2009 04 14wout socialtext

pattern languagesgetting fluent in social software

Pattern Language: Social Software

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pattern languages

PromenadesPlaygroundsCommon areasPrivate spacesBoundariesPathwaysNeighborhoodsHousingShoppingIndustrial


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pattern languages

Front lawnFront porchEntrywayKitchenLiving roomFamily roomBedroomsHome officeBasement


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intimacy gradients: intranet

Revenue Generation

Sales Corporate Communications

Technology & Innovation Customer ConnectionInnovation Sensory

Analytical

Flavor University

Customer Portals

Sales Admin

BrandingSales Team


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monologue: web 1.0

sender message receiver


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dialogue: web 2.0

participant conversation participant


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transition requires will

The younger generation will lead, who already communicate with Web 2.0 tools and want more than email to get the job done.

Evolve to web 2.0 using your value chain. Begin with employees, then move to partners and customers.

Roll-out of web 2.0 in B2B requires ample socialization. Practice evangelism and send constant reminders to change behavior and encourage adoption.

Web 2.0 requires a new mindset – an open mindset – don’t be afraid to give users more control of the brand, but exercise diligent brand stewardship along the way.


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transition requires skill

Train, train, and train again. Cloud computing can be an easy way to launch and scale services and strategic initiatives, but spend a fair amount of time teaching those within and outside your organization on how to use the technology.

Never deploy social media for the sake of deploying social media. Develop a strategic rationale that supports business, user and brand objectives.

Web 2.0 lives outside the confines of FONA.com. Engage with our industry. Engage the FONA brand where we already like to go, like LinkedIn, Industry blogs and news aggregation sites, Facebook, MySpace, etc. Drive push/pull brand dynamics.


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old school, centralized command and control

leader

teammember

teammember

teammember

teammember

information expertise decisions


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consultative decision making

leader

teammember

teammember

teammember

teammember


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group consultative

leader

teammember

teammember

teammember

teammember


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communication patterns

synchronous (live)

asynchronous

one-to-one phone IM, video chat face-to-face

email voicemail snail mail

one-to-many

conference call video stream speaker/ audience

email (private) blog (public) twitter, YouTube, Flickr website

many-to-many

conference call chat room

wiki (private/public) Facebook, LinkedIn forum


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social content authoring

Blogs Usually by individual

authors Group or team blogs also

powerful Content is cumulative

(individual posts and responses to them accumulate over time)

Wikis Enable group authorship Content is iterative

(people can undo and redo each other’s work)


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BLOG

Text link text

Text link text

Text link text

Text link text

BLOG

Text link text

Text link text

Text link text

Text link text

NEWS

Text link text

Text link text

Text link text

Text link text

BLOG

Text link text

Text link text

Text link text

Text link text

BLOG

Text link text

Text link text

Text link text

Text link text

NEWS

Text link text

Text link text

Text link text

Text link text

blog patterns

Post TitleArticle text text link, text quote, text, text, link, text link, text.

Rate:Comment(s): 3Bookmark this: Delicious, DiggTag, tag, tag 3/01/2009

Post TitleArticle text, text link, text text text, text, link quote, link, text.


Post TitleArticle text, text, link, quote, text, text, text, link, text, link, text.


Website

Website

http://www.link.com/


















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micro-blogs140 Characters: life feed, life stream, activity stream, mini-journal

Facebook is our real social graph, real family, friends, college mates co-workers, teachers, colleagues, fellow church mates, fellow parents, friends suggested or referred by real friends.

Twitter is your public social graph. Everything is open, anyone can follow you and there is lot of chatter anytime you tune in. Asymmetrical following and being followed. @name, #topic,


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Can anybody hear me?

once upon a time


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send

receive

saveview

sendedit

send

receive

save view

sendedit

Email storage

Email clutter

Email multiple threads

File storage

File clutter

File versioning mess

email collaboration

If you send an e-mail containing a 1MB attachment to 5 people, it can actually turn into 24MB+ of storage needs for our enterprise.


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email: private channel


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strong ties

you1st

1st1st

1st

1st1st

1st

1st

1st

1st

1st

1st1st

1st

1st


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strong + weak ties

you1st

1st1st

1st

1st1st

1st

1st

1st

1st

1st

1st1st

1st

1st

2nd

2nd

2nd

2nd

2nd

2nd

2nd

2nd

2nd

2nd

2nd

2nd

2nd

2nd

2nd

2nd

2nd

2nd 2nd

2nd

3rd

3rd

3rd

3rd

3rd3rd

3rd

3rd3rd

3rd

3rd 3rd

3rd 3rd

3rd3rd

3rd 3rd

3rd

3rd

3rd

3rd

3rd

3rd

3rd

3rd3rd

3rd

3rd

3rd

3rd3rd

3rd

3rd3rd

3rd

3rd3rd

3rd

3rd

3rd

3rd

3rd3rd

3rd3rd

3rd3rd


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private islands of knowledge: strong & weak ties


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wiki collaboration

view

edit, save

WIKI

view

view

view

An easily editable website

collection of web pages

View, edit, save

Version tracking

Email as optional support

edit, save

edit, save

edit, save

Wiki’s in plain english


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Grain BUG Space

MarketInsights Space

Conf. BUG Space

Customer Service Space

Corp Comm Space

Corp Services Space

Finance Space

Rev Gen Space

Tech Innov Space

Beverage BUG Space

HR Space

OrderFulfill Space

IT Space

Sales Service Space

Oper-ations Space

Product-ion Space

Emerging BUG Space

SampleServices Space

wiki pattern: communication “commons”


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vertical and horizontal knowledge sharing


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listening and building knowledge bases

News and Information Flow

Assign a person or team with listening, filtering, and aggregating content

Use social technologies for research, and to better understand FONA's customers, partners, our markets, and our competitors.

Monitoring customers’ conversations with each other will be important.


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customer portals - embracing

Integrating FONA's customers into the way our business works, including using their help to collaborate on products we are creating for them.

Service Reviews Project Management T2T Regulatory Documents Flavor Libraries


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collaboration: innovation, purchasing, partnerships

Year 1

Phase 1

Year 2

Phase 2

Year 3

Phase 3


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collaborative platforms

FONApedia2x4? ARC?

BUGs?

NAD? IFT? QMM?

CRT? HLT?


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unleashing productivity through social software

Your Name

And contact info

Stay closer to our customers

Stay closer to our partners

Collaborate seamlessly across and geographies silos

Respond more nimbly to competitive and market forces


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What gets in our way?

Too much email, un-discoverable knowledge trapped inside

Inaccessible knowledge and content from outside FONA firewall

Too hard to find the real experts, expertise

No good way to collaborate externally

S:\ Shared drive is a unmanaged dumping ground

Too much value hiding on hard drives

No internal platform for web-based knowledge


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web 2.0: millions interacting seamlessly


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how could this help us internally?

?You and your team get to decide


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pattern glossary synchronous channel: face to face (F2F), via the phone, instant messaging pattern

email pattern: creates a private conduit between the sender and receiver(s). Other parties don’t know that the email was sent, and can’t consult its contents.

wiki patterns: several people jointly editing a document or group of documents.

blog pattern: a person publishing personal opinions and observations on a regular basis

social networking pattern: people publishing personal profiles, creating and maintaining their digital social graph, and interacting within their network

article pattern: a writer and editor moving an article or story through an approval chain. An event, a press release, a conference session, etc that is created and published

forum pattern: a structured discussion about an idea or document

web content management pattern: using CMS (Content Management System) software and databases to manage web-based content.

document management pattern: people uploading documents and other binary files.

Social Media pattern: people uploading images (and image manipulation), videos, music.