Beyond SuperPoke: Using social networks to build client trust

January 26, 2005April 8, 2023

Beyond SuperPoke:Using Social Networks to Build Client Trust

©2008 Avenue A | Razorfish. All rights reserved.

today’s presentation

1. briefly – context about the task at hand2. introduction to tools / services: our experience using

these tools for client work

3. an assessment of the Results –was it better?what’s next?

why do we need trust?

trust communication

about the project

Big. Political. Distributed. Complex. Risky. Slow. Fast. Looong. Siloed.

what did we create?

we created conversation with flow - despite the challenges

new york to new jersey: knowledge in transit

New YorkNew York

New JerseyNew Jersey

time to read, yet how do I share ?

evolution of a social network

evolution of a social network: aggregation was a key

stowe boyd: the web of flow

why twitter and friendfeed?

1. Tech community2. I was using3. Free. easy setup

twitter

status messages

“reading a blog”

status messages

“reading a blog”

broadcast

“posting tinyurl to my blog”

broadcast

“posting tinyurl to my blog”

conversation - @replies

“@reply I read your tinyurl and I disagree”

conversation - @replies

“@reply I read your tinyurl and I disagree”

realtime conversation - track

track [some character string]receive realtime SMS or instant message

realtime conversation - track

track [some character string]receive realtime SMS or instant message

• sharing of content across services

• individuals register their services

• uses follow metaphor like twitter

• an activity stream of new content posting is created amongst followers

• users can comment on, like, or hide content

• post out to twitter

• open api

friendfeed

growing pains

1.noisy

2.disaggregation of comments away from original source

3.not mobile

growing pains

1.noisy


3.not mobile

• sharing of content across services

• individuals register their services

• uses follow metaphor like twitter

• an activity stream of new content posting is created amongst followers

• users can comment on, like, or hide content

• post out to twitter

• open api

friendfeed: exploring solutions for noise

growing pains

1.noisy


3.not mobile

growing pains

1.noisy


3.not mobile

we filled conversation white space – mostly by accident

Tool Open-ness

High

ToolSimplicity

Low

Low High

Email

Phone

WWW:Project Site

Wiki

Analog

Tweets

Shared Bookmarks

Blog

LAN:Project Site

IM

Flickr

Facebook

a (social) network

The Community PyramidDon Dodge, Microsoft, Emerging Business Team

Forrester – from Groundswellhttp://www.forrester.com/Groundswell/profile_tool.html

inner most ring

role

discovering , submitting and

discussing content

relevant to the project;

submitting social objects

role

discovering , submitting and

discussing content

relevant to the project;

submitting social objects

middle layer

role

consuming inner ring content

and contributing social objects

role

consuming inner ring content

and contributing social objects

outer ring

role

observersand observed

role

observersand observed

what was discussed?

scott and rob discussed usability testing and mint

a team open to experimentation helped us succeed

chris gave the team something to talk about at lunch

the team were among the first to congratulate rob

nick drew on his old network and got outside help

scott became an evangelist for twitter

paul when does rob have time to work?

scottthat [twitter] is part of the work

bill realized he needed to keep up

Billsometimes I feel like I have absolutely no idea what you guys are talking about. so I had to get on there [twitter] and find out.

good luck on your next project and lets keep in touch. i promise i will post more stuff – i have been a little pre-occupied lately.

when did the discussions occur?

aggregate conversation by the hour

midnight noon

me

ssa

ges

11pm

12am

conversation by individual

25 26 3

work 24home 12

work 211home 207 home 22

work 39 work 37home 87

work 56home 55

work 1home 5

work 12home 11

work 95home 19

what do we know about the network ?

location / proximity

New Jersey

length of time spent on project

A B C

A

B

C

Project Inception

“Phase B” Complete

Project Handoff to Client

Staffed on project

Individual’s end date on project

Project timeline

social networks: when joined

A B C

A

B

C

Project Inception

“Phase B” Complete

Project Handoff to Client

Staffed on project

Individual joined social network

Project timeline

what did we learn?

23% more productive23% more productive Can’t quantify…yet.

what we can say

project members willingly shared work and personal information, during and outside of work hours, via social networks

relative project success measures:

the project lives on and has momentum project went further than 2 previous efforts to

achieve the same thing The team continues to use social networks

without our presence

what we can say

project members willingly shared work and personal information, during and outside of work hours, via social networks

other, less effective team building/collaboration efforts:

contact list email distribution lists project servers a war room status meetings show-and-tells after work events

how could we more definitively quantify this behavior?

• participation measurement• experiments to increase participation vs. keep organic

• contribution measurement• what is the ratio of social to work oriented content• does this differ by discipline and role?

• at what points in the project is social network activity most critical?

what’s next?

conversation…

rob zand

jason pryslak

Beyond SuperPoke: Using social networks to build client trust

Technology

Transcript of Beyond SuperPoke: Using social networks to build client trust