Beyond SuperPoke: Using social networks to build client trust
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Transcript of Beyond SuperPoke: Using social networks to build client trust
January 26, 2005April 8, 2023
Beyond SuperPoke:Using Social Networks to Build Client Trust
©2008 Avenue A | Razorfish. All rights reserved.
Page 2
today’s presentation
1. briefly – context about the task at hand2. introduction to tools / services: our experience using
these tools for client work
3. an assessment of the Results –was it better?what’s next?
Page 3
why do we need trust?
trust communication
Page 4
about the project
Big. Political. Distributed. Complex. Risky. Slow. Fast. Looong. Siloed.
Page 5
what did we create?
we created conversation with flow - despite the challenges
Page 6
new york to new jersey: knowledge in transit
New YorkNew York
New JerseyNew Jersey
Page 7
time to read, yet how do I share ?
Page 8
evolution of a social network
Page 9
evolution of a social network: aggregation was a key
Page 10
stowe boyd: the web of flow
why twitter and friendfeed?
1. Tech community2. I was using3. Free. easy setup
Page 11
status messages
“reading a blog”
status messages
“reading a blog”
broadcast
“posting tinyurl to my blog”
broadcast
“posting tinyurl to my blog”
conversation - @replies
“@reply I read your tinyurl and I disagree”
conversation - @replies
“@reply I read your tinyurl and I disagree”
realtime conversation - track
track [some character string]receive realtime SMS or instant message
realtime conversation - track
track [some character string]receive realtime SMS or instant message
Page 12
status messages
“reading a blog”
status messages
“reading a blog”
broadcast
“posting tinyurl to my blog”
broadcast
“posting tinyurl to my blog”
conversation - @replies
“@reply I read your tinyurl and I disagree”
conversation - @replies
“@reply I read your tinyurl and I disagree”
realtime conversation - track
track [some character string]receive realtime SMS or instant message
realtime conversation - track
track [some character string]receive realtime SMS or instant message
Page 13
• sharing of content across services
• individuals register their services
• uses follow metaphor like twitter
• an activity stream of new content posting is created amongst followers
• users can comment on, like, or hide content
• post out to twitter
• open api
friendfeed
growing pains
1.noisy
2.disaggregation of comments away from original source
3.not mobile
growing pains
1.noisy
2.disaggregation of comments away from original source
3.not mobile
Page 14
• sharing of content across services
• individuals register their services
• uses follow metaphor like twitter
• an activity stream of new content posting is created amongst followers
• users can comment on, like, or hide content
• post out to twitter
• open api
friendfeed: exploring solutions for noise
growing pains
1.noisy
2.disaggregation of comments away from original source
3.not mobile
growing pains
1.noisy
2.disaggregation of comments away from original source
3.not mobile
Page 15
we filled conversation white space – mostly by accident
Tool Open-ness
High
ToolSimplicity
Low
Low High
Phone
WWW:Project Site
Wiki
Analog
Tweets
Shared Bookmarks
Blog
LAN:Project Site
IM
Flickr
Page 16
a (social) network
The Community PyramidDon Dodge, Microsoft, Emerging Business Team
Forrester – from Groundswellhttp://www.forrester.com/Groundswell/profile_tool.html
Page 17
inner most ring
role
discovering , submitting and
discussing content
relevant to the project;
submitting social objects
role
discovering , submitting and
discussing content
relevant to the project;
submitting social objects
Page 18
middle layer
role
consuming inner ring content
and contributing social objects
role
consuming inner ring content
and contributing social objects
Page 19
outer ring
role
observersand observed
role
observersand observed
Page 20
what was discussed?
Page 21
scott and rob discussed usability testing and mint
Page 22
a team open to experimentation helped us succeed
Page 23
chris gave the team something to talk about at lunch
Page 24
the team were among the first to congratulate rob
Page 25
nick drew on his old network and got outside help
Page 26
scott became an evangelist for twitter
paul when does rob have time to work?
scottthat [twitter] is part of the work
Page 27
bill realized he needed to keep up
Billsometimes I feel like I have absolutely no idea what you guys are talking about. so I had to get on there [twitter] and find out.
good luck on your next project and lets keep in touch. i promise i will post more stuff – i have been a little pre-occupied lately.
Page 28
when did the discussions occur?
Page 29
aggregate conversation by the hour
midnight noon
me
ssa
ges
11pm
12am
Page 30
conversation by individual
25 26 3
work 24home 12
work 211home 207 home 22
work 39 work 37home 87
work 56home 55
work 1home 5
work 12home 11
work 95home 19
Page 31
what do we know about the network ?
Page 32
location / proximity
New Jersey
Page 33
length of time spent on project
A B C
A
B
C
Project Inception
“Phase B” Complete
Project Handoff to Client
Staffed on project
Individual’s end date on project
Project timeline
Page 34
social networks: when joined
A B C
A
B
C
Project Inception
“Phase B” Complete
Project Handoff to Client
Staffed on project
Individual joined social network
Project timeline
Page 35
what did we learn?
23% more productive23% more productive Can’t quantify…yet.
Page 36
what we can say
project members willingly shared work and personal information, during and outside of work hours, via social networks
relative project success measures:
the project lives on and has momentum project went further than 2 previous efforts to
achieve the same thing The team continues to use social networks
without our presence
Page 37
what we can say
project members willingly shared work and personal information, during and outside of work hours, via social networks
other, less effective team building/collaboration efforts:
contact list email distribution lists project servers a war room status meetings show-and-tells after work events
Page 38
how could we more definitively quantify this behavior?
• participation measurement• experiments to increase participation vs. keep organic
• contribution measurement• what is the ratio of social to work oriented content• does this differ by discipline and role?
• at what points in the project is social network activity most critical?
Page 39
what’s next?
conversation…
rob zand
jason pryslak