Virtuelle møteplasserSosiale medier og

kunnskapsbedrifter

Jill Walker RettbergFørsteamanuensisUniversitetet i Bergen

jilltxt.netSolstrand, 4. september 2009 PwC - Møteplasser

En motorvei skulle bygges gjennom en av to bydeler i Chicago.

Bydelen med tette og sterke bånd mellom beboerne klarte ikke å mobilisere til kamp.

(CC) http://flickr.com/photos/alisdair/13672539/

Her kjente ikke naboene hverandre.

Men de klarte å redde bydelen sin.

(CC

) http

://flickr.com

/ph

oto

s/cyron

/17

70

77

37

/

Mark GranovetterMark Granovetter: “The Strength of Weak Ties”, American Journal of Sociology, vol 78, 1973.

B

Sterke bånd: alle har

adgang til samme informasjon

C

A

Svake båndslipper ny

informasjon inn i

nettverket

Sosiale nettverk på web prøver å gjøre det lettere å bruke de sosiale nettverkene vi allerede har.

...eller å skape nye nettverk

http://www.moteplassen.com

Facebook News Feed

Facebook har blitt et nettverk som krysser sosiale sfærer.

Noen av Facebook-vennene mine.

student

Bekjent fra gymnastiden

Nettkultur-forsker, kjenner henne mest gjennom bloggen hennes

Rådgiver for Sarkozy’s nettsatsning, truffet på en konferanse i New York

Gikk i parallelklassen på gymnaset

Spillforsker - kollega i København

(mange svake bånd)

“Adding more users to a social network increases the probability that it will put you in an awkward social circumstance”boyd’s law, formulert av Cory Doctorow

“How Your Creepy Ex-Co-Workers Will Kill Facebook”, Information Week, 16. november 2007.

http://www.informationweek.com/news/showArticle.jhtml?articleID=204203573

Burning Man er en ukeslang

festival i ørkenen i

Nevada, fylt med alternativ

kunst og kultur.

(CC) http://flickr.com/photos/lightmatter/95598535/

Man oppfører seg annerledes der enn på jobb.

(CC) http://www.flickr.com/photos/ruthlesslogic/1353195025/

Læreren og Friendster[A] 26-year old teacher in San Francisco [..] created her Profile when all of her Burner friends joined the service. After a group of her students joined the service, they approached her to question her about her drug habits and her friendship with a pedophile. Although her Profile had no reference to drugs or even to Burning Man, many of her friends had both. Furthermore, one of her friends had crafted a Profile that contained an image of him in a Catholic schoolgirl uniform with Testimonials referencing his love of small girls. While his friends knew this to be a joke, the teacher’s students did not. The teacher was faced with an impossible predicament. If she removed her Profile or disconnected to her friends, she admitted guilt. Yet, there was no change she could make to her Profile and it was inappropriate to ask her friends to change theirs. Although teachers keep strict physical distance from their students during off-hours, it may prove impossible to maintain a similar distance in online environments. (boyd and Heer 2006)

boyd, danah, and Jeffrey Heer. 2006. Profiles as Conversations: Networked Identity Performance on Friendster. http://www.danah.org/papers/HICSS2006.pdf

Er løsningen å gjemme seg?(CC) Kevin Jaako

http://www.flickr.com/photos/jaako/268250210/

Typisk kampanje i sosiale medier:

Alternativ: bruke seg selv

Steinar J. Olsen leder Stormberg, som selger

anorakker

“Steinars blogg”

Det selger jo anorakker dette også, men litt

mindre påtrengende?

Setter dagsorden: fikk alle partilederne unntatt Siv Jensen til å svare på spørsmål om klima (dette går langt utover tradisjonell markedsføring

http://blogg.stormberg.no/post/Klimaspc3b8rsmal-til-partilederne

Men hva om det går galt?

--det blir ikke bare inviterte gjester

som deltar

“If you're going to participate as a marketer in the social computing arena, you've got to have thick skin and be ready to engage in the messy world of your customer's opinions.” (Charlene Li, “Groundswell: How People With Social

Technologies are Changing Everything)

Chevy Tahoe lag-din-egen-reklame (– denne vant ikke konkurransen men fikk mer oppmerksomhet enn vinneren)

http://www.politicalremixvideo.com/2007/08/10/chevy-tahoe-ad-parodies/

Jackie Huba: Kampanjer som dette tiltrekker “drive-by digital graffiti vigilantes”

http://customerevangelists.typepad.com/blog/2006/04/why_chevy_tahoe.html

(CC) Manuel Faiscohttp://www.flickr.com/photos/arteurbana/2119199296/

“In our opinion, this has been one of the most

creative and successful promotions we have

done.”

General Motors, Fastlane Bloghttp://fastlane.gmblogs.com/archives/2006/04/now_that_weve_g_1.html

“Consumers come first, honesty isn't optional,

and deception is always exposed.”

http://womma.org/ethicscode/code/

Control the conversation by improving the

conversation.-- Hugh McLeod, til Tom Mahon,

luksusskredderen som utvidet kundekretsen til hele verden

ved å blogge.

http://www.gapingvoid.com/Moveable_Type/archives/001132.html

ENGLISH CUT

http://www.englishcut.com/

NRKbeta

Etablér fagpersonene dine som eksperter

http://www.hartmark.no/index.cfm?kat_id=6

Tenkrekruttering

http://trainee-blog.telenor.com/

Petter Stordalen

Blogg som personlig branding

http://karijaquesson.blogg.no

Hva gjør PwC i dag?

Lar ofte andre ta kontrollen…

Å lage en side kan være en bedre strategi – mer kontroll

Samme innholdet på Twitter

PwC Storbritannia blogger om en rekke temaer

Rekrutteringsblogg fra PwC Canada

http://pwc.typepad.com/pwcconnect/

Bloggerne – vis menneskene

“It stops the rants. A lot of times when you do that, there’s a ‘Sorry--I didn’t know you were listening’ reply. One guy posted, ‘Big retraction: I was wrong.’ What happens is that if they know you’re in the conversation, people get respectful. They may still criticise you, but they don’t lie.”

(Mike Torres, lead program manager MSN Spaces – sitert i Robert Scoble og Shel Israels bok Naked Conversations, 2006, side 20)

Start forsiktig – ikke gjør alt på en gang.

(CC) Ville Miettinenhttp://www.flickr.com/photos/wili/284084730/

Nettverk er viktig også på nett

Å ikke delta er et dårlig alternativ

CC Stefano Mortellarohttp://www.flickr.com/photos/fazen/15744452/

jilltxt.net