Download - Making 2.0 Work For You, Inside and Out
Making 2.0 Work Inside and Out
Jerome Nadel
Chief Experience Officer
Human Factors International
2Human Factors International © 2008
Blog
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Apps
3Human Factors International © 2008
framework and process
contribution and collaborationE
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rpris
e 2
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eb
2.0
4Human Factors International © 2008
contribution and collaboration
framework and process
Connect
Me!
5Human Factors International © 2008
people to people
people to content1.0
Connecting…
2.0people to people
content to people3.0
6Human Factors International © 2008
Informed and validated – good decisions, good design
7Human Factors International © 2008
Will? Can?
8Human Factors International © 2008
Performance
(CAN DO)Persuasion
(WILL DO) Conversion*
Understanding of
Decision Making
Positive Customer
Experience
* Conversion = adoption, usage, purchase, participation, contribution....
9Human Factors International © 2008
10Human Factors International © 2008
Attract Engage Empower
11Human Factors International © 2008
Are you doing what I want you to do?
12Human Factors International © 2008
Eye tracking, scan paths, and heat maps…
13Human Factors International © 2008
User in control, the new paradigm?
14Human Factors International © 2008
From voyeur to creator
15Human Factors International © 2008
To synchronize user experience and business goals…
Engage the Audience
Show unique value and features that distinguish it from other social networking sites
Enable the Audience
Give users access to intuitive tools and structure to “play & explore” while they collect, share, & create media experiences
Connect the Audience
Allow users to form valued relationships with creators, hosts, and other PodShow members
Build Relationships
Further support the ability of advertising partners to build lasting relationships with the PodShow audience by learning more about how users engage with media
16Human Factors International © 2008
LogoAll Shows Videos Music People
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PodShow is the only media network where you can
collect music, videos, pod casts and shows from
anywhere on the web and share it all with your friends!watch a tutorial> what’s in if for me?>
Now Playing:Kasabian, Razorlight,
The Flaming Lips… all
have been In the Attic.
Find out who joins
Rachel and the gang
this week…
(1) Shows (2) Videos (3) Music (4) People
next set
Shows Discover and subscribe to the best podcasts and programs.
Videos Top new flicks and cool klips from across the net.
Music Top picks and chart hits from the Podsafe Music Network.
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About PodShow | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | © 2007
Comedy Aggregate Tag Aggregate Tag Aggregate Tag
V
Aggregate Tag
V
Aggregate Tag
V
Aggregate Tag
V
Aggregate Tag
Aggregate Tag Aggregate Tag Aggregate Tag Aggregate Tag
S
next set
next set
next set
M M M M
S S S S
Title Title Title Title
Title Title Title Title
Title Title Title Title
P
Name
P
Name
P
Name
P
Name
LogoAll Shows Videos Music People
Search>
All Shows Videos Music PeopleAll Shows Videos Music People
Search>
Shows Videos Music People Program Guide Upload
Member Login
User name
Password
User name
Password
Remember meRemember me
new account> login>
Help! Forgot my password
Hey PodCasters!Get discovered—be a star!
Register now and create
your free show site.Learn more
People
Meet the artists and
producers behind the
best content on the
net, or create your
own profile and join PodShow!
Home
advanced
# in network
# new today
# logged in right now
Ad Banner(s)/Tower
PodShow is the only media network where you can
collect music, videos, pod casts and shows from
anywhere on the web and share it all with your friends!watch a tutorial> what’s in if for me?>
PodShow is the only media network where you can
collect music, videos, pod casts and shows from
anywhere on the web and share it all with your friends!watch a tutorial> what’s in if for me?>
Now Playing:Kasabian, Razorlight,
The Flaming Lips… all
have been In the Attic.
Find out who joins
Rachel and the gang
this week…
(1) Shows (2) Videos (3) Music (4) People
next set
Shows Discover and subscribe to the best podcasts and programs.
Videos Top new flicks and cool klips from across the net.
Music Top picks and chart hits from the Podsafe Music Network.
# in network
# new today
# in network
# new today
# in network
# new today
About PodShow | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | Lorem Ipsom | © 2007
Comedy Aggregate Tag Aggregate Tag Aggregate Tag
VV
Aggregate Tag
VV
Aggregate Tag
VV
Aggregate Tag
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Aggregate Tag Aggregate Tag Aggregate Tag Aggregate Tag
SS
next set
next set
next set
MM MM MM MM
SS SS SS SS
Title Title Title Title
Title Title Title Title
Title Title Title Title
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Name
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Show me what you’ve gotPromo player auto plays show, video, music, and people examples in sequence
Tell it to me tooIt’s ok to tell the users what the site is for. (value prop)
Keep me coming backShow me what’s changed (real-time meta data)
Build a visual languageShow me media types
Facilitate choosingInclude aggregate tag description for easy scanning
Let me see what others collectProvide a quick summary of what users have collected
* now mevio.com
17Human Factors International © 2008
CEO’s perspective
“A brand must accept that they will be relinquishingsome control over their brand to their customers. They
also have to trust that, over time, an accurate
collective opinion of the brand and its products
will emerge from any community initiatives and that the
brand can ultimately profit from learning from that
collective opinion.”
18Human Factors International © 2008
Eluma – A case study
Tapping the power of personal information collections from your desktop through
integrated, cross-web navigation and networking.
Personal Start Pages
Content Sharing
Social Bookmarking
RSS Reader/Desktop Alerts
BlinklistNetvibes
Del.icio.us
Squidoo
Bloglines
Google Reader
Newsgater
iGoogle
Webjam
Pageflakes
Stumbleupon
19Human Factors International © 2008
Think ecosystem…
My friends(private community)
Other viewers
Content Creators
Publish
Discover
Brands
Publish
Share
Discover
Publish
InternetExplorer
MozillaFirefox
Aggregate
My Eluma
Me
Eluma Network
20Human Factors International © 2008
21Human Factors International © 2008
Web 2.0
�Relegate control
• Provide the framework
�Build the network
�Establish trust
�Think crowdsourcing
�Encourage (enable) contribution
22Human Factors International © 2008
Moving to 2.0 at work – Enterprise 2.0
Present Day Intranets…
Content and tools that support employees’ work related tasks
Collect InformationPresent day intranets primarily allow collection of information.
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Communicate Communication tools & utilities are not integrated
Create ContentAllows content creation but only to a limited set of users
Distribute ContentContent is organized into a formally defined classification scheme where online resources can only be taggedby authors/creators or editors.
Enterprise 2.0…
Content and tools that support employees’ work related tasks and enable participation in content creation and distribution
Collect InformationNot only allows collection of information viasearch and browse mechanisms but alsovia content syndication tools & utilities suchas RSS.
CommunicateAllows communication via platforms such as Blogs, discussion forums etc.
Create ContentAllows all users to add and edit content collectivelyvia collaboration platforms such as Wikis.
Distribute ContentSocial bookmarking utilities allows all users to tagonline resources that leads to a dynamic, flexible, automatically generated taxonomy.
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Content Tools
23Human Factors International © 2008
Documented / Formalized Organic / Experiential
Knowledge comes in many forms…
Reports
Help Systems
Business Rules
Glossaries
Research
Taxonomies
Notes
Chat
Wikis
Comments
Tagging
Blogs
Previous Actions
Communities
“Where do I look?” “”Who do I ask?”
24Human Factors International © 2008
Knowledge Officer’s perspective
“Historically, knowledge management has focused on
connecting people with content. But now the
challenge is connecting people with people in
increasingly virtual organizations.
25Human Factors International © 2008
26Human Factors International © 2008
Taxonomy + Folksonomy = Structured Social Classification
Doc.
Edits
Folksonomical
Tags
Create/Edit
Content
Author/
Editor
Taxonomist/
Authorized Person
Doc.
Tag
Tag
Validate
Tags & Edits
Publish
Document Viewer
HomeSearch Results
Std.
Filters View/Edit/Tag
Search Results
Related
Tags
Personalized
Profiled
Home
Any User
Personalized
“My Page”
Related
Tags
Document
Std. Filters
Related
Docs
Tag
Share
future
27Human Factors International © 2008
From monolithic sites to an eChannel continuum
Internal Portal
Client portal
.com
Today
Visitors
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Tomorrow
Practitioner
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Clients +
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SCORE Process
28Human Factors International © 2008
Enterprise 2.0
�Connect people with people
�Collaborate in context
�Don’t throw away your taxonomist
�Manage cultural change (at the top)
�Extend the inside to the outside
29Human Factors International © 2008
Connectedness, contribution, and collaboration
1. Influence and persuade
2. Get your audience off the couch, enable contribution
3. Collaborate contextually
Get to know… for 3.0!
30Human Factors International © 2008
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New York, NY 10014
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