Internal & External
via Social Networking Methodologies and Technologies
Co-founder and Principal at
! 1 www.InformationArchitected.com
“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
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.
Step Back in Time...
Social Networking +
Venture Capital in 2002/2003
The cynic in me said
“uh oh - another blackhole for investor’s money!”
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!
Where did the
Father of “Six Degrees” in 1967
More like NINE Degrees
Some paths “can’t get there
(only 18 of the 98 Nebraskans
made the connection)
Bacon Number # of Actors
Total number of linkable actors: 622906 | Weighted total of linkable actors: 1834077
Average Bacon number: 2.944 (http://oracleofbacon.org/)
Today - measure Lifetime Customer
Value (an individual)
Tomorrow - measure Customer
Network Value (both current and
Score the network, target the
larger chain, think BIG
near-future: tie to meters/dashboards
through sales, crm, marketing
They Speak, But Do
Internal External You don’t know WHAT
you don’t know
You don’t know WHO
you don’t know
Listen, engage, rinse,
submarkets, of 1-
Magnification of Small Effects
(Malcolm Gladwell - connectors,
Welcome back to the 60s (and 90s)!
What seems random, isn’t - just need
With no “map,” how
can you navigate social
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
“Does anyone know anyone at Cisco?”
“no” (thanks for the spam!)
“Yes, but I’d never tell YOU!”
“Sorry, Jim (@ Cisco) doesn’t work
here any more”
Good idea for “enterprise
search” why not “relationship
Pull contact/context into a
master repository (meta or
central), with privacy and
security controls and radically
increase productivity AND
The Age of
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,
mathematicians, and others to understand
this - and NOW we can code
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
WHAT is the
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
Spikes in communication?
Private databases? Org
Length of relationship?
Who “owns” relationship?
(Average McGoohan number: 2.947) What’s automatic/manual?
Who owns relationships?
Your Or Your
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!
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
(finding major hubs is a shortcut however -
ask me about Pareto’s Law and Power
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
(not just for fun)
(acquired by Thomson in January 2008)
Read/Hear Podcast interview with Geoff Hyatt, CEO of Contact Networks:
IBM DB2 Entity Analytic Solutions
(Was NORA - SRD Software)
Detects Obvious & Non-Obvious
Relationships between people &
Enables instantaneous alerts when
suspect relationships are found
Supports up to 30 degrees of separation
Integrates thousands of different data
Internal & external sources
Enables identity network visualization
What are the relationships behind
Shared Phone Number Shared Address
Business Partners Bank Account
Auto Loan Large Banking
Kwain Kim and Jim Evans’ relationship
Emergency Contacts may be of interest in the investigation of
a money laundering ring.
Get thee to LinkedIn
Create your profile
Last 3 jobs
All college, university, post-grad info
Add several paragraphs
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?
(Social Lives of Books)
Read a good book,
Register it on the website, get a unique
BCID (BookCrossing ID number), and
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