Build Smarter Internal & External

Communities

Dan Keldsen Co-founder and Principal at

Information Architectedwww.InformationArchitected.com

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via Social Networking Methodologies and Technologies

What you should get out of this presentation...

“Social Networking” is no fad...Best experimental playground is the public SNSes.Findability is the primary key.You need to decide what your reasons for networking are, and how best to accomplish those goals. Underlying principles stay the same, for the most part.

“It’s Made of for People”

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Step Back in Time...

Social Networking +Venture Capital in 2002/2003

The cynic in me said“uh oh - another blackhole for investor’s money!”

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The Applications are EVERYWHERE

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What can social networking do for YOU?

Good memory and “traditional” systems WON’T CUT IT ANY MORE

You are using only 1% of your relationships on average...

Until Telepathy is brought to the masses, we need help!

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But First...Where did the

premise of“Six Degrees”Come From?

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Stanley MilgramHarvard Researcher

Father of “Six Degrees” in 1967

More like NINE DegreesSome paths “can’t get there

from here”(only 18 of the 98 Nebraskans

made the connection)

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Bacon NumbersBacon Number # of Actors

0 11 17622 1404333 3807124 918115 71716 9117 928 13

Total number of linkable actors: 622906 | Weighted total of linkable actors: 1834077 Average Bacon number: 2.944 (http://oracleofbacon.org/)

Total number of linkable actors: 622906 | Weighted total of linkable actors: 1834077 Average Bacon number: 2.944 (http://oracleofbacon.org/)

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Customer ValueToday - measure Lifetime CustomerValue (an individual)Tomorrow - measure CustomerNetwork Value (both current andexpected lifetime)Score the network, target thelarger chain, think BIG

near-future: tie to meters/dashboards through sales, crm, marketing

They Speak, But Do You Hear?

You don’t know WHAT you don’t know

You don’t know WHO you don’t know

Listen, engage, rinse, repeat!

Customers (and employees) might

actually know something

ExternalInternal

Awareness

Responsiveness

ParticipationYouYour OrganizationYour CustomersYour PartnersYour SuppliersThe WorldA million submarkets, of 1-to-1 conversations

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Chaos Theory

Magnification of Small Effects(Malcolm Gladwell - connectors, mavens, salesmen) Lorenz’ ButterflyWelcome back to the 60s (and 90s)!What seems random, isn’t - just need the math!

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Visibility

With no “map,” how can you navigate social

networks?

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With no network...

There’s nothing to map or otherwise “mine”

Build your network(s) first, but keep an eye on what you want to

accomplish while you do

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Broadcast Search“Does anyone know anyone at Cisco?”

“no” (thanks for the spam!)“Yes, why?”

“Yes, but I’d never tell YOU!”

Hours/days/weeks/months later...“Sorry, Jim (@ Cisco) doesn’t work

here any more”

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Federated SearchGood idea for “enterprise

search” why not “relationship search?”

Pull contact/context into a master repository (meta or central), with privacy and

security controls and radically increase productivity AND

opportunities

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The Age ofRelationship Intelligence

Relational Databases marked the beginning of a new age of computingIt’s no accident that Social Networking Tools took this long to arrive - computing power, infinite JOINsBefore you can CODE, you have to UNDERSTAND - it took physicists, sociologists, anthropologist, mathematicians, and others to understand this - and NOW we can code

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Faces of a Stranger“They’re the faces of a stranger, but we love to try them on”Knowing there IS a relationship is step one - might be enough for your needWHAT is the relationship?HOW STRONG?

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You are Number 6Based on meeting once? a phone call?Require confirmation from both parties?Common workplace, alumni, interests?Frequency of communication?Spikes in communication?Public databases/networks?Private databases? Org charts?Length of relationship? Who “owns” relationship?What’s automatic/manual?

Bacon Number of 2Patrick was in ‘Treasure Planet’ w/Jack

Angel who was in ‘Balto’ w/Kevin

(Average McGoohan number: 2.947)

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Who owns relationships?Your

Network?Or Your

Company?

It’s a Wonderful Life - What happens when a connector is removed? Brother dies, Evil capitalist runs the town, Wife

becomes a spinster, Pharmacist kills kids. It’s chaos!

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Strength of DegreesTrying to sell someone 6 degrees removed? Shoot for 2-3 degrees max.Looking for an internal expert - who cares how “distant” they are?Looking for terrorists, or tracing the spread of infections? There is HIGH value in distant relationships - perhaps to 30 degrees (Non-Obvious Relationships)

(finding major hubs is a shortcut however - ask me about Pareto’s Law and Power Laws)

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The Medium is...

It’s long been held that the medium is the messageThe ultimate medium is ... US. (you, me, and the rest of the globe)The Fabric of Society takes on a different bit of meaning, eh?Wrinkle in Time - Fold the Market, Remove the Middlemen

Some Solutions

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nTagInfrared and RFIDStores ProfilesTracks who met who and commonalitiesCan watch the network growExchange Biz CardsLive Polls

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September 2004 - ONE new contact later

His network is 1200+, so not much overlap,

which is an IDEAL situation

September 2004LinkedIn March

2004

3 years later...

Facebook

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(not just for fun)

27See:http://intranetblog.blogware.com/blog/_archives/2007/11/5/3336073.htmlhttp://www.sda-asia.com/sda/news/psecom,id,18369,srn,4,nodeid,1,_language,Singapore.html

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Contact Network(acquired by Thomson in January 2008)

Read/Hear Podcast interview with Geoff Hyatt, CEO of Contact Networks:http://www.biztechtalk.com/2006/03/dan_keldsen_int_1.html

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IBM DB2 Entity Analytic Solutions

(Was NORA - SRD Software)Detects Obvious & Non-Obvious Relationships between people & organizationsEnables instantaneous alerts when suspect relationships are foundSupports up to 30 degrees of separationIntegrates thousands of different data sourcesInternal & external sourcesEnables identity network visualization

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Kwain Kim and Jim Evans’ relationship may be of interest in the investigation of

a money laundering ring.

Shared Phone Number

Business Partners

Co-Signer on Auto Loan

Emergency Contacts

Shared Address

Bank Account

Large Banking Transactions

What are the relationships behind your customer?

Action Items for You

Create your profileLast 3 jobsAll college, university, post-grad infoAdd several paragraphs

Overall profileFor each subsection

Send me an invite - seriously!To Critique and Expand your reach

Start hunting for people you knowReach out, who knows who you’ll find?

Get thee to LinkedIn

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Experiment Time!

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Bookcrossing(Social Lives of Books)

Read a good book,Register it on the website, get a unique BCID (BookCrossing ID number), and label it,Release it for someone else to read (give it to a friend, leave it on a park bench, donate it to charity, "forget" it in a coffee shop, etc.)

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Dan Keldsen617-933-9655dk{at}InformationArchitected{dot}com

www.slideshare.net/dan.keldsenwww.linkedin.com/in/dankeldsen

twitter.com/dankeldsen