social software itu 301008
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Social softwareOPLÆG ITU 30. OKTOBER 2008
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Martin Sønderlev Christensen, Ph.D. Strategic Consultant, SOCIALSQUARE
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før ...
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nu ...
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Snart ...
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AffektBevægelseKropslig KulturelTeknologisk
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1984
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2004
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Det uniforme værktøj bliver til et personligt værktøj Teknologi trænger ind hverdagencomputeren trænger ind i alt
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Et nyt brugerbegreb, tak!
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dk!lj
MEDSKABERE
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SELVSKABERE
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ilounge.com
SELVSKABERE
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iPods dirty secret 2004
MODBRUGER!
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Et socialt brugerbegreb!?
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Grundlæggende social teknologi?
• “Fatisk” kommunikation• holde forbindelsen• udtrykke/bekræfte relationer
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+ At holde kommunikationen igang!
+ holde forbindelse
+ udtrykke/bekræfte relationer
+ konstant
+ “pinge”
+ At holde kommunikationen igang!
+ holde forbindelse
+ udtrykke/bekræfte relationer
+ konstant
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Sociale teknologier “ligner” de sociale dynamikker de sætter igang (og omvendt) Sociale netværk skaber teknologiske netværk (og omvendt)Teknologi og kultur påvirker hindanden i en hidtil uhørt hast
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BIG BANG IT bliver noget andet...
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... ET BIG BOOM
...vi bruger det til og i alt
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Fra central til distributeret
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web 1.0 web 2.0
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Web 1.0 = Organisationen ud på internettetWeb 2.0 = Internettet ind i organisationen
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DEN SOCIALE TRAPPE
DIALOG PROCESSER PRODUKTER PLATFORMKOMMUNIKATION
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nye mål for interaktion!
Usability --> sociabilityMålorienteret --> deltagelsesorienteretDiskret --> engagerendeAfsluttet --> fortløbendeStedbestemt --> SitueretOpdateret --> Live
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HVOR DE FLESTE SYSTEMER I DAG
Det er ikke liveDer er ikke nogen deltagelseVi kan ikke se de andre brugereVi kan ikke se menneskerne bagDet er ikke socialt
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Den digitale Watercooler?
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Hvad betyder det at noget er socialt?
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Det fede med den virkelige verden
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social teknologi er også en slags kulturfæmoner?
Specialiseret teknologi Differentieret deltagelseBestemte koderSæt af værdier Krav om handlingerPraksis og interesseFælleskaber
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social teknologi er også en slags kulturfæmoner?
Specialiseret teknologi Differentieret deltagelseBestemte koderSæt af værdier Krav om handlingerPraksis og interesseFælleskaber
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det dårlige med den virkelige verden
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Det digitale
• “alt” kan deles, kopieres, distribueres, blandes
• indhold kan adskilles fra form• Alt kan kategorisere under “Andet”• Jo flere der bruger systemet, jo bedre bliver
det
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Det digitale
ét system for:
produktiondistributionkonsumption
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Kultur 1.0
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nye formater giver nye økonomier
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nye medier
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nye medier
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nye måder at handle påat samarbejdeat delenye “økonomier”
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men
Hvordan gør vi videndeling bedre? Hvordan gør vi organisationer bedre?Hvordan gør vi vores værktøjer bedre?
Ved at gøre dem sociale!
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Guns don't kill people, people do.guns make it easier.
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Sociale teknologier gør ikke organisationer sociale!Men de hjælper
By Thom Shannon
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Sådan ser virksomheden måske deres “brand”
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Sådan brugerne oplever det?
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WEB ER MODKULTUR
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Markets are conversations
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Group Action Just Got EasierSharing -> Conversation -> Collaboration -> Collective Action
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KOLLEKTIVE HANDLINGERSAMARBEJDESAMTALEDELE
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Drivere
Simplere værktøjer og interfacesMindre “IT” - mere tid med medietMindre CMS - mere feed-flow managementMindre organisation, mere netværkMere direkte kommunikationsformerMere menneskedrevetBrugere er IKKE misbrugere
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Micro er det nye macro
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“Man kan ikke dele en flaske vin på afstand”Paul Virillio
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VIDENDELING ER OGSÅ VIN-DELING
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Hvad kan man dele?
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Der er faktisk mindst 136.562 katte online
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Community-boom
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Amazon - er social og smart!
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...men vi kan også bruge det “asocialt”
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sociale alogoritmer
Tilfældighed
præcisionfiltrering
genkendelsemerværdi
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Sociale teknologier lærer af brugerne, brugerne lærer af sitet.
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Byggeklodserne i det sociale net (nogen af dem)
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Byggeklodserne i det sociale net (nogen af dem)
Tilstede-værelseDeling
Samtale Tillid
Netværk
Identitet
Samarbejde
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Giv brugerne ansigter
stemmer (...og roller)
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Hvad sker der med organisationen?
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IKKE EN SOCIAL SOFTWARE PRÆSENTATION UDEN FACEBOOK
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Hvis Facebook var en by
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Tilstede-værelseDeling
Samtale Tillid
Netværk
Identitet
Samarbejde
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FEDT NOK!
Hvad kigger de andre på ligenu?Hvor er de på vej hen?Hvor har de lige været?Hvad sker der ligenu?Hvad foretager folk sig ligenu?Hvad sker der? Hvad snakkes der om? Hvem kommer?
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UFEDT!?
Hvad skal vi nu?Hvad er privat/offentligt?Hvad er vigtigt/uvæsentligt?Hvem/hvad er en ven?
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Hver side er et latent community!!
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Det er ret simpelt
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Læring
+ Der er allerede et netværk
+ Strækt social objekt+ Interesse og praksis - spændingsfelt
+ Det er åbent+ Alle kan være med
+ Differentieret deltagelse+ Alle er “rigtige” mennesker
+ Synlige “peers”
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Videndeling 2.0
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bogmærke-deling
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Når jeg tilføjer noget til min side kommer det andre til gode
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Jeg opretter min egen struktur og kan se andres
s
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Det giver nye måder at navigere i viden på til gavn for mig og andre!
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Tilstede-værelseDeling
Samtale Tillid
Netværk
Identitet
Samarbejde
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Del.icio.us
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Grupper
Tilstede-værelseDeling
Samtale Tillid
Netværk
Identitet
Samarbejde
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editer!
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Wikipedia
Tilstede-værelseDeling
Samtale Tillid
Netværk
Identitet
Samarbejde
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Sociale teknologier fungerer i en acceptable fejltilstand. Godt nok er perfekt!
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“
Jimmy Wales,Founder of wikipeida.
“Hvis vi forsøger at forhindre noget dårligt fra at ske, forhindre vi også noget at noget godt kan ske!”
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Hvad nu?de vigtige spørgsmål?Social design heuristik
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Hvad i organisationen kan vi genopfinde?
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Vi må ikke lave en ny organisation i organisationen!!!
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Hvem skal involveres?Hvem har noget i klemme? Hvem skal i tale?
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Hvillke problemer skal vi løse? Hvad skal vi understøtte?
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Hvilke kontekster og situationer kan vi bygge videre på?
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Er der allerede et netværk?
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Hvad kan deles?
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Hvad kan der tales, debatteres, samarbejdes om?
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Hvilke stemmer skal frem?
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hvem skal mødes?
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Hvad skal ske?
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Hvad skal IKKE ske?
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Hvad kan vi gøre simplere, hurtigere og mere effektivit?
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Hvilke processer kan åbne op?
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Hvad vil vi opnå? På lang sigt? og på kort sigt?
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og...
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Hvor mange penge må det koste??
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