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"It's the Conversation, Stupid!" - Social media systems design for open innovation communities
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Transcript of "It's the Conversation, Stupid!" - Social media systems design for open innovation communities
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“It’s the Conversation, Stupid!”Social Media Systems Design for Open Innovation Communities
Managing Open Innovation Technologies WorkshopUppsala University, Sweden, November 5, 2010
Aldo de MoorCommunitySense
the Netherlands
WWW.COMMUNITYSENSE.NL
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Communication tools: then
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Communication tools: now
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Collaborative communities
� Communities� Strong, lasting interactions
� Bonds between members
� Common space
� Sense of community
� Collaborative communities� Collaborative communities� Common goals
� Effective/efficient communication
� Perform/coordinate work� Community governance structures/processes� Common space = Internet + face-to-face� Prime examples in/between/around (multinational)
corporations, (government) bureaucracies, research networks, innovation networks
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Collaborative fragmentation
� Open innovation = 99% perspiration, but too many participants & channels
� Paradox:� Never before so much need & potential for collaboration
� Never before so much fragmentation of collaboration
� Collaborative fragmentation� Collaborative fragmentation� Organizations
� Workflows
� Technologies
� Pragmatic errors abound� Breakdown of social and contextual components of a
discourse
� Far beyond ICT
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Community = conversation
� Conversations build the common ground of a community� Principle of least collaborative effort
� depends on purpose and (costs of using) the medium
� Language/Action Perspective� Conversations = set of communicative acts grounded in social
relationships and focused on organizational coordination
� Conversations are back with a vengeance on the Internet� 1960s-1980s: e-mail, mailing lists, Usenet (communication)
� 1990s-2000s: the Syntactic, early semantic Web (information)
� 2010s-…: Web 2.0, social media, Semantic Web++/Pragmatic Web… (content + conversations + context = collaboration)
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(Chesbrough, 2003)
Innovation community = conversation++
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Socio-technical conversation context
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Conversation purposes
� Information exchange� Coordination� Collaborative sensemaking� Relationship building� Relationship building
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Twitter functions
• Self-contained tweets
• Replies• Replies• Retweets• Links• Topics (#)• Lists
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Twitter topic conversations
#semanticweb
http://twitter.com/#search?q=%23semanticweb
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Twitter affordances/constraints
Functionalities/practices Twitter
Conversation fragmentation • One server
Conversation links • Tweet reply to tweet? –• Tweeter has replies? +
Conversation tracking • Centralized: replies, topics +• Linear presentation -
“Conversational glue” • Replies, # topics +
Conversation spawning • Tangential conversations ++
Conversation with self/others • Conversation with others ++
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Twitter in conversation context
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Social media systems design
� Ecosystems of tools & systems� Communityware = dinosaurs R.I.P.
� Functionalities compete, evolve, are used, and replaced
� Socio-technical systems design� Collaborative communities need to evaluate the
functionalities in their unique usage contextfunctionalities in their unique usage context
� Conversations are key
� Understand the purpose of the technologies in this context
� Adopt a collaborative sensemaking process (from informal stories to formal collaboration patterns) view with stakeholders
� Use this context info to select, link, configure (social media) tools & information systems
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Scenario: IPCC report review
� Scenario based on ESSENCE (E-Science/SENsemaking/Climate changE project)
� International Panel on Climate Change� International Panel on Climate Change
• Very complex assessment reports• E.g. 5th report had 831 scientific contributors
• Results often controversial
• InterAcademy Council requested to do independent review
• But: quality/legitimacy requires input from multitude of stakeholders
• How to scale their sufficient/timely input ?
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Scenario: IPCC report review (1)
Write review
IPCC Report Review Wiki
IPCC Report ReviewMailing List
Coordinate
Topic #1Topic #1
Topic #11
View: worldEdit: topic stewards
Coordinate review
View: review committeeEdit: review committee
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Scenario: IPCC report review (2)
@ipcc_review #ipcc_t11 #ipcc_t11
• Requests• Announcements
View: worldEdit: review committee
Solicit input
@ipcc_reviewaccount
#ipcc_t11: Needed, experton polar ice cap melting
• @John: I know an expert X #ipcc_t11• @Jane: I know an expert Y#ipcc_t11”
View: worldEdit: ---
Review input(public)
#ipcc_t11topic conv’n
View: review committeeEdit: review committee
Use input(private)
#ipcc_t11experts list
• @Jane: I know an expert Y#ipcc_t11”
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Connecting conversations
Drafting the review Soliciting input Finalizing review
Write reviewWrite review
Coordinate review
Solicit input
@ipcc_reviewaccount
Review input(public)
#ipcc_t11topic conv’n
Use input(private)
#ipcc_t11experts list
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Capturing lessons learnt with collaboration patterns
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Conclusions
� Open innovation: crossing boundaries to create networked synergies in/across collaborative communities
� Webs of conversations are the engine of innovation
� Collaborative communities analysis� Socio-technical conversation contexts as building blocks
� Social media systems design� Social media systems design� Collaborative sensemaking
� Match communicative requirements with relevant (social media) functionalities, e.g. Twitter, wikis
� Directions� Circumscribe + analyze best(good/bad) innovation practices
using collaboration patterns
� Use patterns to design/implement social media systems for catalyzing innovation conversations
� From firm-centric to stakeholder network perspective through conversations (LAP, Pragmatic Web): wicked problems
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References � A. de Moor and M. Aakhus (2006). Argumentation Support: From Technologies
to Tools. Communications of the ACM, 49(3):93-98.
� A. de Moor (2009). Collaboration Patterns as Building Blocks for Community Informatics. In Proc. of 6th Community Informatics Research Network Conference, Prato, Italy, Nov 4-6, 2009 (http://communitysense.nl/papers/cirn09_demoor.pdf)
� A. de Moor (2010). Conversation in Context: A Twitter Case for Social Media Systems Design. Proc. of I-SEMANTICS, Graz, Austria, Sep 1-3, 2010. (http://communitysense.nl/papers/icpw10_demoor.pdf)(http://communitysense.nl/papers/icpw10_demoor.pdf)
� A. de Moor (2010) Using Collaboration Patterns for Contextualizing Roles in Community Systems Design. Proc. of 7th Community Informatics Research Network Conference, Prato, Italy, October 27-29, 2010 (http://communitysense.nl/papers/cirn10_demoor.pdf)