Beyond Simple SocialThomas Vander Wal

Salesforce :: San Francisco, CA :: 30 May 2012

Who is Thomas?

Isn’t Social Simple?

Tea, anyone?

Getting to Mainstream

Goal 100%

Email in org took 5+ years to get to ~99%

Social often focuses on edge cases, not mainstream

Understand how the remaining 90% are social

40+ Social Lenses

5 Beginning Social Questions

Is it...

The person

How humans are social

Cultural influences- or cross cultural

Organizational constraints

Problems with the tools / service

Understanding Social Software for Mainstream Adoption

“I don’t want to be the company idiot!”

Look to human social interactions

Social Scripts

Rethink how tools map to human needs

Social Comfort

3 Parts of Social Comfort

•Social Comfort with People

•Social Comfort with Tools

•Social Comfort with Content

Elements of Social Software

Identity Object

Presence

Collaboration

Actions

Groups

Sharing

ReputationRelationships

Conversation

BuildOrder

Identity Object

Presence

Actions

Sharing

Reputation

Relationship

Conversation

Groups

Collaboration

BuildOrder

Identity Object

Presence

Actions

Sharing

Reputation

Relationship

Conversation

Groups

Collaboration

TraditionalGroupware

Granular Social Network

Agile Scheduling P&L Food Benefits

Pat

Connections

InfoCloud Solutions, Inc. - 2008

Differing Perspectives

Personal

Collective

Community, Groups, & Teams

Collaborative

Newbie

Service Owner

External Developer

Social Progressions

Spark

Campfire

Bonfire

Torch

Social Scaling

InfoCloud Solutions, Inc. - 2012

Scaling and FunctionalityPe

ople

Par

ticip

atin

g

# of Objects in System

A

A - Personal Use

B

B - SerendipityC C - Mature Social

Tool

D

D - Complex SocialSystem

Dave Snowden’s Cynefin Framework

Social Reticence of a Click

“How broadly are my activities shared”

“What do others think ‘this’ means”

What do the features and functions of the

tools/service do?

When we...

Offer

Hold On

Interest

Approve

Kudos

To Summarize...

Run to the light of complexity - Mike Kuinavsky

Questions

InfoCloud Solutions, Inc. - 2012

URL: http://infocloudsolutions.comBlog: http://www.personalinfocloud.comE-mail: thomas@infocloudsolutions.comSkype: tjvanderwalTwitter: @vanderwal or @infocloud