Social Modeling
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Transcript of Social Modeling
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Social Modeling
January 11, 2012
+ “Business” Arab Spring “… just as dictators fell, so too will CEOs that do not
listen to their customers and employees.” - Forbes
Image source: http://en.wikipedia.org/wiki/File:Tahrir_Square_-_February_10,_2011.png
+ Consumerization of IT
Past decade: Consumer IT on Fire; Enterprise IT on Hold
Enterprise IT focus was on efficiency investments
Sunday evening experience vs Monday morning experience
IT at home is far better & cheaper than in the office
BYOD – Moving from Security to Privacy issues
High on UX, responsiveness, bandwidth; Low on weight, cost
What about Social Computing/Media?
Think beyond Enterprise Facebook (no context) & Social Layer
(patchwork)
Employees assert control over technology they use
for work
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Agenda
What Social?
Social what?
Social Modeling
Preparing for a Social Future of Work
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What social? Is social merely a hype or is there something that really needs us to
not only take note of it but also be prepared for it?
What is social?
+ Social = Network + Engagement
Man is a social animal
Humans do not exist in isolation; exist in shared environment with
others
Interactions point at Networks, bring about Engagement
(among other things)
Networks are explicit (stated – org chart, email DL) & implicit
(implied – transactions & interactions)
Networks are where value is created, exchanged
Value Network: set of roles and interactions that generates a
specific business, economic, or social good
Think humanities, not technology
+ Generic --> Social --> Value
Networks
Network
Social Network
Value Network
Image Sources: http://www.i-capitaladvisors.com/2010/08/23/use-value-network-maps-to-understand-how-your-organization-works-from-the-bottom-
up/, http://en.wikipedia.org/wiki/File:6n-graf.svg, http://en.wikipedia.org/wiki/File:Weak-strong-ties.svg
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People naturally network
as they work
So why not model the work itself as a network?
Value
Network
Analysis
Further reading: http://valuenetworks.com/ & http://www.valuenetworksandcollaboration.com/
+ Engagement needs Trust
Engagement implies commitment; nurtured by interactions
Interactions happen at physical, behavioral & intentional
levels
to collaborate, cooperate or compete
Shared environment where interaction happens requires
mutual respect and Trust; to even compete, fairly
Systems should facilitate Trust
Systems cannot infuse Trust, it has to be built by the people
+ Behaviors/Values That Lead to Trust
Reciprocity
Reliability
Openness
Honesty
Acceptance
Appreciation
Can we design
systems that
facilitate these?
Let us see …
Consideration Systems of Record Systems of Engagement
Focus Transactions Interactions
Governance Command & Control Collaboration
Core Elements Facts & Commitments Ideas & Nuances
Value Single Source of Truth Discovery & Dialog
Standard Accurate & Complete Immediate & Accessible
Content Authored Communal
Primary Record Type Documents Conversations
Searchability Easy Hard
Usability User is trained User “knows”
Accessibility Regulated & Contained Ad Hoc &Open
Retention Permanent Transient
Policy Focus Security (Protect Assets) Privacy (Protect Users)
Records Engagement Insight
http://www.slideshare.net/jmancini77/moving-from-records-to-engagement-to-insight
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Social what? Social Layer, Social Intranet, Social Design Pattern, Social Processes
The great enterprise social patchwork
+ A blog in a tweet
+ SNS / Community Platform is just
the beginning
+ Social Design Patterns
Interaction pattern for designing social interfaces
Grounded in social behavior patterns
Fundamental principles:
design for everyone
talk like a person
Further reading:
http://designingsocialinterfaces.com/patterns/Main_Page
http://developer.yahoo.com/ypatterns/social/
http://www.slideshare.net/emalone/social-patterns-talk-web-20-
version
http://www.slideshare.net/xian/yahoo-pattern-library-social-
design-patterns
+ Social or Adaptive Process?
Source: http://www.column2.com/2011/03/its-not-about-bpm-vs-acm-its-about-a-spectrum-of-process-functionality/
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Social Modeling i* (i star) framework
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Social Actor
Autonomy
Actions are not predetermined
Behavior not fully controllable, nor perfectly knowable
Intentionality
Actions are not random either
Ascertained by intent & motivation of Actor
Sociality
Social is rich; modeling is limited
Well being of actor depends on other actors; relationships
Rationality
Behavior is explained by goals & motives.
Belief is an assertion held true by actor; influences behavior
Active entities that carries out actions
to achieve goals by exercising its
know-how.
+ i* notations i* framework guides: http://istarwiki.org/tiki-
index.php?page=i%2A+Guides
+ Strategic Dependency (SD) Model Typical process models (dataflow/activity diagrams) focus on
information/control flow. SD model, a higher level abstraction, depicts
what actors want from each other, and the freedom that each actor has.
+ Strategic Rationale Model SD Model focuses on external relationships, while staying mute on
internal makeup. SR Model provides a representational structure for
expressing the rationales behind dependencies. Each actor is attributed
goals, tasks, resources and softgoals.
+ Tools for Social Modeling
Many; list available at http://istar.rwth-aachen.de/tiki-
index.php?page=i%2A+Tools
I have used OpenOME, an Eclipse based tool
http://www.cs.toronto.edu/km/openome/
Still exploring it.
Can help with analysing/evaluating the model
DesCARTES Architect seems to have the most functionalities
http://www.isys.ucl.ac.be/descartes
Slightly behind OpenOME in Suitability, Usability & Maturity
Visio template available too.
Useful for Business Analysts not IT team
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Complement not Replace Social Modeling is to complement the static & dynamic modeling
frameworks like Entity Relationship Diagrams, Information Flow
Diagrams, Flowcharts, Swimlane diagrams, BPMN, UML, etc.
It also requires different set of questions while interviewing users to
unearth their goals & dependencies from their perspective.
An underwriter might want to keep the items in his workbasket low, or
have the reputation of being the best and might have to depend on the
doughnut delivery guy to keep him motivated.
Image Sources: http://uvenet.com/2011/10/05/underwriting-about-insurance/ http://www.flickr.com/photos/whitneyinchicago/5616100663/in/photostream/
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Prem Kumar Aparanji
Sr. Architect, Cognizant, Bangalore
http://j.mp/prem_k
@prem_k
Thank you