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#10years
10 Years
Ago: I was
presenting…
#10years
To celebrate the 10th
anniversary of LinkedIn,
people are posting what they
were doing 10 years ago to
SlideShare with the tag:
10years
#10years
10 years ago I co-founded Socialtext
And what follows is one of my first
presentations about the company, to
the Highlands Forum in DC
Now I work at SlideShare, and I’m a
lot better at presentations than
this…
Highlands Forum 4/3/03
Socialtext
Ross.Mayfield@Socialtext.com
Highlands Forum
4/3/3
Highlands Forum 4/3/03
Problems
• People are not participants in today’s
systems
• Today’s systems overload people with
communication
• Lost power of people as intelligent
agents and editors
• Social capital in organizations
Highlands Forum 4/3/03
Getting smart people to participate
• Ease of use
• Ease of ownership
• Make it social
• Make it socially rewarding
Highlands Forum 4/3/03
Power of social filtering
• Weblogs turn people into editors
• The social connections between weblogs
distribute information in an emergent
network
• The best information and expertise rises
to the top
Highlands Forum 4/3/03
The Blogmap Project
• First Social Network Analysis of an online
community over time
Highlands Forum 4/3/03
Power-law of Blogspace
Distribution of links by
1/N where N = rank
Source: Shirky.com
Highlands Forum 4/3/03
Network Ecosystem Model
• Defining constraint is time and individual
capacity to manage different kinds of
relationships
• Network to Network Information Flow
• Focusing attention and participation energy
12 12 12 12 12
150 150
12
1000s
Political
Networks
Social
Networks
Creative
Networks © 2003 Ross Mayfield
“Power-law”
Network Ecosystem Model
Publishing
Communication
Collaboration
Highlands Forum 4/3/03
A New Kind of Enterprise Software
Traditional Approach
• Focus on "knowledge
content" separate from
people
• Add-on activity -- add
metadata; fill out forms
with resume expertise
• Artificial intelligence --
ineffective technology
• Top-down, inflexible
ontology, workflow and
process
Connection approach
• Make it easy for people
to express ideas and
build connections
• Links create an emergent
network
• People provide
intelligence
• Makes people and
information easier to find
• Continuous improvement
of collected knowledge
and wisdom
Highlands Forum 4/3/03
Result of Traditional Approach has Created a Corporate
Email Crisis
• 50 emails/day/person
– (IFTF/Pitney Bowes, 2002; Cavanagh, 2002 )
• 100 emails/day in email intensive companies
– (Microsoft 2001)
• Volume growing 30%/year
– (Gartner, 2001; Cavanagh, 2002)
• 70 % employees are overwhelmed by volume
– (Franklin Covey, 2001)
• Hours spent on email is approaching 4 hours/day; invading
personal time
– (Cavanagh, 2002)
"It's a management issue," says Cavanagh.
"If you're getting 50 or more e-mails a day,
you're spending four hours a day just doing e-mail.
That means it's no longer a productivity tool."
Highlands Forum 4/3/03
What’s a Weblog?
• Chronological view of an individual or
group's efforts, writings, opinions
• Example: doc.weblogs.com
• Focus on what's new and what's news
• Common elements include a sidebar
with persistent links, plus ever-changing
content
Highlands Forum 4/3/03
What’s a Wiki?
• A collaborative online workspace, easily
created and edited by its participants.
• Example: Wikipedia free encyclopedia
• View by time or browse through
relations between pages
Highlands Forum 4/3/03
Weblogs in Organizations
• Benefits
– Easy to publish - one-step, no formatting, no coding
– Avoid email overload
– Social network provides emergent information
discovery
– Personal voice, rich information -- not just a resume
database
• Applications
– Product marketing/management - voice of the
customer
– Researcher/sales engineer -- voice of the expert
– Community of practice -- voice of the learner
Highlands Forum 4/3/03
Wikis in Organizations
• Benefits
– Weblogs are transparent publishing; wikis are
transparent collaboration
– Just type and link -- one-step
– Same feeling as a whiteboard, for people who aren't in
the same place at the same time
• Applications
– Collective reasoning of teams
– Staff-project meetings
– Project planning -- "front porch" to project; goals, not
rat-holes
– Living knowledgebase
Highlands Forum 4/3/03
Socialtext Demonstration

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10 years ago i was presenting...

  • 1. #10years 10 Years Ago: I was presenting…
  • 2. #10years To celebrate the 10th anniversary of LinkedIn, people are posting what they were doing 10 years ago to SlideShare with the tag: 10years
  • 3. #10years 10 years ago I co-founded Socialtext And what follows is one of my first presentations about the company, to the Highlands Forum in DC Now I work at SlideShare, and I’m a lot better at presentations than this…
  • 5. Highlands Forum 4/3/03 Problems • People are not participants in today’s systems • Today’s systems overload people with communication • Lost power of people as intelligent agents and editors • Social capital in organizations
  • 6. Highlands Forum 4/3/03 Getting smart people to participate • Ease of use • Ease of ownership • Make it social • Make it socially rewarding
  • 7. Highlands Forum 4/3/03 Power of social filtering • Weblogs turn people into editors • The social connections between weblogs distribute information in an emergent network • The best information and expertise rises to the top
  • 8. Highlands Forum 4/3/03 The Blogmap Project • First Social Network Analysis of an online community over time
  • 9. Highlands Forum 4/3/03 Power-law of Blogspace Distribution of links by 1/N where N = rank Source: Shirky.com
  • 10. Highlands Forum 4/3/03 Network Ecosystem Model • Defining constraint is time and individual capacity to manage different kinds of relationships • Network to Network Information Flow • Focusing attention and participation energy 12 12 12 12 12 150 150 12 1000s Political Networks Social Networks Creative Networks © 2003 Ross Mayfield “Power-law” Network Ecosystem Model Publishing Communication Collaboration
  • 11. Highlands Forum 4/3/03 A New Kind of Enterprise Software Traditional Approach • Focus on "knowledge content" separate from people • Add-on activity -- add metadata; fill out forms with resume expertise • Artificial intelligence -- ineffective technology • Top-down, inflexible ontology, workflow and process Connection approach • Make it easy for people to express ideas and build connections • Links create an emergent network • People provide intelligence • Makes people and information easier to find • Continuous improvement of collected knowledge and wisdom
  • 12. Highlands Forum 4/3/03 Result of Traditional Approach has Created a Corporate Email Crisis • 50 emails/day/person – (IFTF/Pitney Bowes, 2002; Cavanagh, 2002 ) • 100 emails/day in email intensive companies – (Microsoft 2001) • Volume growing 30%/year – (Gartner, 2001; Cavanagh, 2002) • 70 % employees are overwhelmed by volume – (Franklin Covey, 2001) • Hours spent on email is approaching 4 hours/day; invading personal time – (Cavanagh, 2002) "It's a management issue," says Cavanagh. "If you're getting 50 or more e-mails a day, you're spending four hours a day just doing e-mail. That means it's no longer a productivity tool."
  • 13. Highlands Forum 4/3/03 What’s a Weblog? • Chronological view of an individual or group's efforts, writings, opinions • Example: doc.weblogs.com • Focus on what's new and what's news • Common elements include a sidebar with persistent links, plus ever-changing content
  • 14. Highlands Forum 4/3/03 What’s a Wiki? • A collaborative online workspace, easily created and edited by its participants. • Example: Wikipedia free encyclopedia • View by time or browse through relations between pages
  • 15. Highlands Forum 4/3/03 Weblogs in Organizations • Benefits – Easy to publish - one-step, no formatting, no coding – Avoid email overload – Social network provides emergent information discovery – Personal voice, rich information -- not just a resume database • Applications – Product marketing/management - voice of the customer – Researcher/sales engineer -- voice of the expert – Community of practice -- voice of the learner
  • 16. Highlands Forum 4/3/03 Wikis in Organizations • Benefits – Weblogs are transparent publishing; wikis are transparent collaboration – Just type and link -- one-step – Same feeling as a whiteboard, for people who aren't in the same place at the same time • Applications – Collective reasoning of teams – Staff-project meetings – Project planning -- "front porch" to project; goals, not rat-holes – Living knowledgebase