Revitalized presentation from 2002/2003 on the benefits of social networking, and application within the enterprise.

1. Build Smarter
Internal & External
Communities
via Social Networking Methodologies and Technologies
?
Dan Keldsen
Co-founder and Principal at
Information Architected
! 1 www.InformationArchitected.com

2. “It’s Made of for People”
What you should get out of this presentation...
“Social Networking” is no fad...
Best experimental playground is the public
SNSes.
Findability is the primary key.
You need to decide what your reasons for
networking are, and how best to accomplish
those goals. Underlying principles stay the
same, for the most part.
2

3. Step Back in Time...
Social Networking +
Venture Capital in 2002/2003
The cynic in me said
“uh oh - another blackhole for investor’s money!”
3

4. The Applications
are EVERYWHERE
4

5. What can social
networking do for YOU?
Good memory and “traditional”
systems WON’T CUT IT ANY MORE
You are using only 1% of your
relationships on average...
Until Telepathy is brought to the
masses, we need help!
5

6. But First...
Where did the
premise of
“Six Degrees”
Come From?
6

7. Stanley Milgram
Harvard Researcher
Father of “Six Degrees” in 1967
More like NINE Degrees
Some paths “can’t get there
from here”
(only 18 of the 98 Nebraskans
made the connection)
7

8. Bacon Numbers
Bacon Number # of Actors
0 1
1 1762
2 140433
3 380712
4 91811
5 7171
6 911
7 92
8 13
Total number of linkable actors: 622906 | Weighted total of linkable actors: 1834077
Average Bacon number: 2.944 (http://oracleofbacon.org/)
8

9. Customer Value
Today - measure Lifetime Customer
Value (an individual)
Tomorrow - measure Customer
Network Value (both current and
expected lifetime)
Score the network, target the
larger chain, think BIG
near-future: tie to meters/dashboards
through sales, crm, marketing
9

10. They Speak, But Do
You Hear?
Internal External You don’t know WHAT
you don’t know
Awareness
You don’t know WHO
you don’t know
Listen, engage, rinse,
repeat!
Responsiveness
Customers (and
employees) might
actually know
something

11. Participation
You
Your Organization
Your Customers
Your Partners
Your Suppliers
The World
A million
submarkets, of 1-
to-1 conversations

12. Chaos Theory
Magnification of Small Effects
(Malcolm Gladwell - connectors,
mavens, salesmen)
Lorenz’ Butterfly
Welcome back to the 60s (and 90s)!
What seems random, isn’t - just need
the math!
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13. Visibility
With no “map,” how
can you navigate social
networks?
13

14. With no network...
There’s nothing to map
or otherwise “mine”
Build your network(s)
first, but keep an eye
on what you want to
accomplish while you
do
14

15. ?
Broadcast Search
“Does anyone know anyone at Cisco?”
“no” (thanks for the spam!)
“Yes, why?”
“Yes, but I’d never tell YOU!”
Hours/days/weeks/months later...
“Sorry, Jim (@ Cisco) doesn’t work
here any more”
!
15

16. Federated Search
Good idea for “enterprise
search” why not “relationship
search?”
Pull contact/context into a
master repository (meta or
central), with privacy and
security controls and radically
increase productivity AND
opportunities
16

17. The Age of
Relationship Intelligence
Relational Databases marked the
beginning of a new age of computing
It’s no accident that Social Networking
Tools took this long to arrive - computing
power, infinite JOINs
Before you can CODE, you have to
UNDERSTAND - it took physicists,
sociologists, anthropologist,
mathematicians, and others to understand
this - and NOW we can code
17

18. Faces of a Stranger
“They’re the faces of
a stranger, but we
love to try them on”
Knowing there IS a
relationship is step
one - might be
enough for your
need
WHAT is the
relationship?
HOW STRONG?
18

19. You are Number 6
Bacon Number of 2
Patrick was in ‘Treasure Planet’ w/Jack Based on meeting once? a
Angel who was in ‘Balto’ w/Kevin phone call?
Require confirmation from
both parties?
Common workplace,
alumni, interests?
Frequency of
communication?
Spikes in communication?
Public databases/networks?
Private databases? Org
charts?
Length of relationship?
Who “owns” relationship?
(Average McGoohan number: 2.947) What’s automatic/manual?
19

20. Who owns relationships?
Your Or Your
Network? Company?
It’s a Wonderful Life - What happens when a connector is
removed? Brother dies, Evil capitalist runs the town, Wife
becomes a spinster, Pharmacist kills kids. It’s chaos!
20

21. Strength of Degrees
Trying to sell someone 6 degrees
removed? Shoot for 2-3 degrees max.
Looking for an internal expert - who
cares how “distant” they are?
Looking for terrorists, or tracing the
spread of infections? There is HIGH
value in distant relationships - perhaps
to 30 degrees (Non-Obvious
Relationships)
(finding major hubs is a shortcut however -
ask me about Pareto’s Law and Power
Laws) 21

22. The Medium is...
It’s long been held that the medium
is the message
The ultimate medium is ... US. (you,
me, and the rest of the globe)
The Fabric of Society takes on a
different bit of meaning, eh?
Wrinkle in Time - Fold the Market,
Remove the Middlemen
22

23. Some
Solutions

24. nTag
Infrared and RFID
Stores Profiles
Tracks who met
who and
commonalities
Can watch the
network grow
Exchange Biz Cards
Live Polls
24

25. LinkedIn March September September 2004 - ONE
2004 2004 new contact later
3 yearsnetwork is 1200+,
His later...
so not much overlap,
which is an IDEAL
situation
25

26. Facebook
26

27. (not just for fun)
See:
http://intranetblog.blogware.com/blog/_archives/2007/11/5/3336073.html 27
http://www.sda-asia.com/sda/news/psecom,id,18369,srn,4,nodeid,1,_language,Singapore.html

28. Contact Network
(acquired by Thomson in January 2008)
Read/Hear Podcast interview with Geoff Hyatt, CEO of Contact Networks:
http://www.biztechtalk.com/2006/03/dan_keldsen_int_1.html 28

29. IBM DB2 Entity Analytic Solutions
(Was NORA - SRD Software)
Detects Obvious & Non-Obvious
Relationships between people &
organizations
Enables instantaneous alerts when
suspect relationships are found
Supports up to 30 degrees of separation
Integrates thousands of different data
sources
Internal & external sources
Enables identity network visualization
29

30. What are the relationships behind
your customer?
Shared Phone Number Shared Address
Business Partners Bank Account
Co-Signer on
Auto Loan Large Banking
Transactions
Kwain Kim and Jim Evans’ relationship
Emergency Contacts may be of interest in the investigation of
a money laundering ring.
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31. Action Items
for You

32. Get thee to LinkedIn
Create your profile
Last 3 jobs
All college, university, post-grad info
Add several paragraphs
Overall profile
For each subsection
Send me an invite - seriously!
To Critique and Expand your reach
Start hunting for people you know
Reach out, who knows who you’ll find?
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33. Experiment
Time!

34. Bookcrossing
(Social Lives of Books)
Read a good book,
Register it on the website, get a unique
BCID (BookCrossing ID number), and
label it,
Release it for someone else to read (give
it to a friend, leave it on a park bench,
donate it to charity, "forget" it in a coffee
shop, etc.)
34

35. 35

36. Dan Keldsen
617-933-9655
dk{at}InformationArchitected{dot}com
www.slideshare.net/dan.keldsen
www.linkedin.com/in/dankeldsen
twitter.com/dankeldsen