beyond superpoke: using social networks to build client trust
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January 26, 2005April 8, 2023
Beyond SuperPoke:Using Social Networks to Build Client Trust
©2008 Avenue A | Razorfish. All rights reserved.
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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?
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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
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new york to new jersey: knowledge in transit
New YorkNew York
New JerseyNew Jersey
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time to read, yet how do I share ?
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evolution of a social network
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evolution of a social network: aggregation was a key
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stowe boyd: the web of flow
why twitter and friendfeed?
1. Tech community2. I was using3. Free. easy setup
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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
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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
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• 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
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• 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
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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
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a (social) network
The Community PyramidDon Dodge, Microsoft, Emerging Business Team
Forrester – from Groundswellhttp://www.forrester.com/Groundswell/profile_tool.html
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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
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middle layer
role
consuming inner ring content
and contributing social objects
role
consuming inner ring content
and contributing social objects
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outer ring
role
observersand observed
role
observersand observed
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what was discussed?
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scott and rob discussed usability testing and mint
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a team open to experimentation helped us succeed
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chris gave the team something to talk about at lunch
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the team were among the first to congratulate rob
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nick drew on his old network and got outside help
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scott became an evangelist for twitter
paul when does rob have time to work?
scottthat [twitter] is part of the work
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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.
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when did the discussions occur?
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aggregate conversation by the hour
midnight noon
me
ssa
ges
11pm
12am
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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
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what do we know about the network ?
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location / proximity
New Jersey
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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
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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.
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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
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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
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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?
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what’s next?
conversation…
rob zand
jason pryslak
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