Ph. D. Kang, Jang MookEmail : redsea@sejong.ac.kr발표일 : 6 월 23 일 오후 4 시 -6 시

KISDI 자문 회의주제 발표

웹의 ‘자발성과 다양성’ 대 ‘책임성과 신뢰성’을 부여할 수 있는

‘ 기술과 정책’의 참여 모형에 관한 발표

Calm technology

[ 1 ]

Blog : http://blog.ohmynews.com/UCnam/category/10203Blog : http://blog.ohmynews.com/UCnam/category/10203

Kang, Jang Mookmooknc@gmail.com

JUNE. 2009.

Kang, Jang Mookmooknc@gmail.com

JUNE. 2009.

1. 현 정부 사이트는 정책불신 , 재미없다 등 정책 참여가 이루어지지 않음 .2. 국민과 정부가 웹을 통해 소통하지 못하고 구체적 실행방법도 제시되지 못함 .3. ‘ 정책공감’ 등 기존 블로그를 활용하거나 포털 민간 사이트와 연계된 방식 등 .최근 기사에서 트위터를 이용한 연동을 강조함 . 촛불이후 이명박대통령 미니홈피 활동 중단 상태 , 트위터 참여의사 밝힘 )

4. 소셜 네트워크를 형성하여 참여를 이루는 메커니즘 부재 .5. 이를 위해 기술적 정책적 관점을 특정 매체 , 신기술 중심에서 ‘관계’로 전향 .6. ‘ 항의’ , ‘ 불신’ 등 감정적 표현이 난무한 참여를 줄임 .7. 진정한 ‘인간’ 관계의 신뢰 형성이 가능한 소통 공간으로 승화 .8. 신뢰성 , 책임성을 기반으로 참여의 자발성과 다양성 확보 .9. 기술적 요소와 사회적 요소의 긴밀하게 결합되는 참여 구조 .

[ 2 ]

웹에서 신뢰는 어떻게 형성되는가 ?

익명성 vs. 실명성OpenID vs. 주민등록번호

선출판후검열 vs. 선검열후출판[ 3 ]

The Twittersphere

Say hello in 140 characters

[ 4 ]

새로운 매체인가 ? 관계인가 ?

지금 정부는 ‘관계’를 이해하고 ‘ SocialSphere’ 를 생성하는가 ?

Barack Obama embraces Twitter

[ 5 ]관계 - 쇼셜 네트워크 서비스 - 참여

Evolution of Platforms + Successful Platform Monopolists

• IBM = Big Iron (1970s-1990s)• Intel = Integrated Circuit (1980's-

curr.)• Microsoft = Desktop (1990's - mid

2000’s)

• Cisco = Network (1990's-curr.)

• Google = Search Act II (2000-curr.)• PayPal = Online Payments (2000-curr.)• Apple = iTunes + iPod (2003-curr.)• YouTube = Online Video (2006-curr.)

• AOL = Email + Gated Internet (1992-2001)• Yahoo = Search Act I (1994-2000)• Amazon = Books/New Goods (1995-curr.)• eBay = Used Goods (1995-2004)• Craigslist = Classifieds (1998-curr.)

• Friendster = Social Networks vI (2002-2004)• LinkedIn = Prof. Social Networks (2003-curr.)• MySpace = Social Networks v2 (2005-2007)• Facebook = Social Networks v3 (2007-curr.)• Twitter = Social Networks v3.5 (2008-?)

Social Networks: Facebook, MySpace, LinkedIn, Twitter, Orkut, hi5, Friendster, etc [ 6 ]

Cohesive social networks foster information diffusion

Sparse Social Network Cohesive Social Network

• The more cohesive a social network is the better information can diffuse through it

• Hence, the more cohesive intrafirm social networks are the more informed a firm’s members are (e.g., Reagens & McEvily 2003)

Central positions within social networks foster information brokering

• Under network configurations where information flows are more likely to be controlled, information brokering is also more likely to occur

• Hence, individuals with decision mak-ing power are more likely to drive knowledge transformation the more central they are in intrafirm social networks

Low Control

B

C

A

M D

High Control

B

C

A

M D

Firm Knowledge Transformation CapabilitiesC

Intra-Firm Network Member(e.g., employee)

MIntra-Firm Manager(e.g., group leader, division head)

Low Assimilation Capabilities/Low Transformation Capabilities

B

C

D

A

M

Mechanism: Fragmen-tation

• Knowledge is becoming dispersed

• Firm-level absorptive ca-pacity is relatively low

Low Assimilation Capabilities / High Transformation Capabilities

MB

C

D

A Mechanism: Recombi-nation

• Knowledge is being re-combined by managers

• Firm-level realized ab-sorptive capacity is rela-tively high

High Assimilation Capabilities/Low Transformation Capabilities

B

C

D

A

M

Mechanism: Conver-gence

• Knowledge is converg-ing toward a common base

• Firm-level potential ab-sorptive capacity is rela-tively high

High Assimilation Capabilities/High Transformation Capabilities

MB

C

D

A Mechanism: Genera-tion

• Knowledge is frequently ex-changed and generated

• Firm-level absorptive capac-ity is relatively high

Hence, different configurations of intrafirm social networks support different types of knowledge integration

Firm Knowledge Assimilation Capa-bilities

Mediabistro.com 인용

소셜 네트워크 휠

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them

Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki

Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online

Maintain profile on a social networking siteVisit social networking sites

Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews

None of the above

Groups include people participating in at least one of the activities monthly.

…..classifies people according to how they participate using social technologies.

The Social Media Participation Ladder

Nod-Hub-Connector

Ethan Hein, ‘Creative Networking Topics,’ http://www.flickr.com/photos/ethanhein/2865939493( 사이트 방문 :2009.01.02)Ethan Hein, ‘Visilink,’ http://www.flickr.com/photos/ethanhein/2860943467/in/photostream( 사이트 방문 :2009.01.02)

Arenamontanus, ‘Wordchain network for Lojban 5-letter words,’ http://www.flickr.com/photos/arenamontanus/352130655/in/photostream( 사이트 방문 :2009.01.02)

Ac-tiv-ity

• Web Analyt-ics

Tone

• Senti-ment

Ve-loc-ity

• Spread over time,

• URLs, Track-backsAt-

ten-tion

• Dura-tion on site

Par-tici-pa-

tion

• Com-ments, track-backs

Qualita-tive at-

trib-utes

• Com-ments, what did they say, what did they mean

Net Pro-

moter Scores

Nega-tive vs.

Posi-tive

Index

Rat-ing

Algo-rithm

:

Influ-ential

Im-pact

Life-time Valu

e

Phase 2

Social Intelligence Met-rics

Semantic Social Net-works

• SSN, describes the notion of integrated and merged social networks.

[Stephen Downes, 2004]:– “Network resources are expressed in XML or

RDF, such as descriptions of persons (authors, readers, critics)

– References to those descriptions employed in RDF or XML files describing resources.”

• potential solution for merging and integra-tion of information– The Friend-of-a-Friend (FOAF) Project [Dumbill, 2002]

Foaf: A framework ,a vocabulary and an ontology

• FOAF is “a framework for representing information about people and their social connections”. Golbeck’s definition

• The FOAF Vocabulary [Brickley, Miller, 2004] contains terms for describing and depicting personal information (such as name, surname and email address), membership in groups and social connec-tions

• FOAF is represented as an ontology, us-ing RDF and OWL

<foaf:Person rdf:ID="me"><foaf:name>Nima Dokoohaki</foaf:name><foaf:title>Mr</foaf:title><foaf:givenname>Nima</foaf:givenname><foaf:family_name>Dokoohaki</foaf:family_name>

<foaf:depiction rdf:resource="http://nimadokoohaki.googlepages.com/nimatbana.JPG"/><foaf:workplaceHomepage rdf:resource="http://nimadokoohak-

i.googlepages.com"/><foaf:schoolHomepage rdf:resource="http://www.im-

it.kth.se"/><foaf:knows>

<foaf:Person><foaf:name>Victor Duran Levin</foaf:name></foaf:Person>

</foaf:knows></foaf:Person>

Sample Foaf profile

• a structure capturing semantic knowl-edge about a certain domain by describ-ing relevant concepts and relations be-tween them

• a graph / network structure consisting from:– A set of concepts (vertices in a graph);– A set of relationships connecting concepts

(directed edges in a graph);– A set of instances assigned to a particular

concepts

Ontology definition

• RDF: the Resource Description Framework (RDF) and RDF Schema

– is essentially a data modeling language– RDF is graph-based, but usually serialized as XML. – it consists of triples: subject, predicate, object.

• DAML+OIL: Defense Advanced Research Projects Agency (DARPA) Agent Markup Lan-guage (DAML) + Ontology Inference Layer (OIL)

– Fairly comparable to OWL • OWL: Web Ontology Language (OWL)

– the most expressive of the ontology languages – provides mechanisms for creating all the compo-

nents of an ontology

Semantic Web Ontology languages

관계로 재편되는 매체How brands currently use Facebook

관계기반의 상호인증 모델링

<foaf:Person rdf:ID="Alice"/> <foaf:Person rdf:ID="Bob"/> <Relationship rdf:ID="Relationship_Alice_Bob"> <hasTrustee rdf:resource="#Bob"/> <hasTruster rdf:resource="#Alice"/> <hasMainProperties>

<MainProperties rdf:ID="MainProperties_Alice_Bob"><Subject rdf:datatype="&xsd;string">Driving</

Subject><Value rdf:datatype="&xsd;float">0.95</Value>

</MainProperties> </hasMainProperties> <hasAuxiliaryProperties>

<AuxiliaryProperties rdf:ID="AuxiliaryProperties_Alice_Bob">

<ContextType rdf:datatype="&xsd;string">Social Network

</ContextType></AuxiliaryProperties>

</hasAuxiliaryProperties> </Relationship>

밥과 엘리스의 신뢰 관계

Community developed services

Most interesting is the fact that it’s the twitter community that have pushed new fea-tures and products through the public API. Hundreds of new products and services have been developed. Purely by the community and twitter have become a great tool for re-search.

Social Networking & Mobile Internet‘This development is encouraging for the future of the mobile internet,’ commented Hill.

‘Social networking is taking the mobile internet out of the early adapter demographic and Into the mainstream.’ source : comSocre M: Metrics

Adopted from “The Semantic Web: A Guide to the Future of XML, Web Services, and Knowledge Management” – Daconta

et al., 2003

Structure XML Schema

Security and Identity

Inference Engine

DAML+OIL,OWL

RDF/RDF Schema

Reasoning and Proof

Higher Semantics

Semantics

Trust

Syntax Data XML

Domain NameSpace

Intelligent Domain Applications and Services

Softwarethat gets smarter the more people use it

increasingmass of hard to recreate data

Web Site

· “Wisdom of Crowds”· Collaboration· Blind Data Sharing· Community

· Intentions· Gestures· Personal Data· Shared Data· Secret Formula

And/Or Benefits:

collectiveintelligence

realized network potential

Calm Social Network Service

http://www.socialmediatoday.com/ 2009.06. 방문

400,000 hits per

month (2006)

Positive &

Negative Comments

TransparencyTrickles down •Employees•Customers•Partners

FacebookTwitter

NetworkOf Blogs

CEO Blog

Transparency

Also on OtherSocial

Networks

Jonathan Schwartz’s blog

사례 1: Sun MicrosystemsLesson: Social media is a culture of trans-parency and honesty that must be embraced, leading by example is one of the best ways to introduce it to a company. Few things are bet-ter than a CEO that blogs or uses twitter.

CustomerFeedback

StrengthenCorporateMessage

Custom Tailored

Site

CustomerLead

Strategy

StarbucksLesson: Think-ing of ways to

build your com-pany are great, but directly ask-

ing your con-sumers what they want, is

better. Acting on that information and doing it pub-licly is key to the success of this

campaign.

My Starbucks Idea.”

사례 2: 별다방

Add title text

@Comcast cares

Comcast

TargetThe

Problem

Real Time Customer Service

Handle Customer Complaints

Change speed of delivery

Lesson: Being active on Twitter is great but tracking and seeing who’s mentioning you, is the next step. Social media allows for the possibility of great cus-tomer service, and with it, better brand loyalty

Allow customers to solve problems

사례 3: 컴케스트

2.7MM

Add text title

Ad

d te

xt title

0.7MM

2.5MM

6.8MM

www.willitblend.comhttp://www.youtube.com/watch?v=qg1ckCkm8YI

Various Attention Getting Videos

Proving the point about the products

Customer participation in marketing

Lesson: Social media marketing doesn’t always need to cost a lot of money. Creating funny, original video and leveraging an already large user base can be used to increase sales.

사례 4: Blendtec

YouTube Video Marketing

Add text title

Network of Blogs

ExecutiveParticipation

PowerTo

Employees

Loyalty&

Commitment

IBM

created an entire network.

Lesson: Having a CEO that blogs is great, but in-crease the number of blogs and you increase the number of connections. Leveraging your employees to write about what they love conveys the corporate dedication to the industry.

사례 5: IBM

Contin-ued Cus-

tomerInterac-

tionWith Per-

sonnel

Employ-ees

To Share Insights

Thru Web Contact

Communica-tionEngagingInterestingTrustConsistencyRoutine

Empower

Relation-ship

Empower

Zappos

Lesson: Take a CEO that twitters, add in a great per-sonality and you have a recipe for social success. In-graining social media into the culture of a corporation means that every consumer interaction is personal.

Zapposwww.zappos.com

사례 6: Zappos

Belong-ing

Possibil-ity

Event Hall Mall Museum

Park Music

Garage Homes

Toyota

Being a Second Life resident, the possibilities of this seem fairly limited.

We are used to living where we want (or where we can

afford rent), “razzing” whatever car we want (if

we own it), using whatever transportation we want

(you can’t think of anything that we can’t drive!)

Toyota Metapolis

사례 7: 도요타

Pros Cons

Allows third party apps to take advantage of pre-existing social graph, creating a quasi-open social graph

Massive user base

Provides an excellent user experience

Provides a fairly capable API

Ad revenue earned is app developers’ to keep

Encourages viral app adoption through news feed and directory

Dependent upon Facebook’s continuing good will/good fortune – what if it goes bust or falls out of favour?

Requirement to build upon Facebook fundamentally limits application possibilities

Facebook graph can never be as ubiquitous as an open social graph encompassing all social network users, everywhere

사례 8: Facebook platform 과 오픈 ID

• Extended OpenID (xOpenID) is a de-velopment of OpenID which could be the best vehicle to achieve an open social graph

• It is OpenID which also holds inform-ation on social relationships

• If we are serious about the future of social networking, surely relationship data is just as important as email and real name is today when using a web app

Extended OpenID

• xOpenID contains:– Personal ID data (such as email, real

name etc)– Database of other xOpenIDs and the

user’s relationship to them (probably via an XFN attribute)

• Each user automatically maintains their own ‘master’ list of contacts on xOpenID which can then become contacts on a given social networking site, depending on user choice and relationship to user

How xOpenID could work

Person X adds per-son Y as friend on

Facebook

Person Y accepts, provides relationship data that they went

to university together

Person Y is added as a contact on X’s xOpenID with relationship data

and vice versa

Person Y joins MySpace

Y’s xOpenID queries X’s xOpenID and finds that X

is also a member of MySpace. Added as a

friend on MySpace

Y’s xOpenID does not query person Z’s xOpenID, because person Z is person Y’s boss,

and a connection on LinkedIn

xOpenID use case

• Builds on pre-existing standards (OpenID and XFN)• Achieves a good balance between centralisation

(one place which can be queried for a user) and de-centralisation (no one person can have a monopoly over the social graph)

• No reliance on direct inter-social network exchange of data, so no scope for a network to, for example, block a particular rival yet still accept imported data.

• A user is able to maintain multiple xOpenIDs (as many users do now with OpenID) by interconnecting them with the “me” XFN attribute

• Also solves the social networking fatigue problem (via OpenID) of having to enter personal identity in-formation into every new social network

Advantages of the xOpenID ap-proach

Open social networking

Social network

Relationship and identity data

UGC

xOpenID, XFNWidgets, XML, ‘make public’

option, APIs etc

Trust networks of small size

ClaraBob

David

AliceTrust / Cooking

Distrust / Dishwashing

Trust / Driving

Distrust / Teaching

0.76

0.46

0.96

0.80

Increasing the length of the network structure, Network contains 20 nodes and 34 edges)

ClaraBob

David

Alice

Increasing the width of the network structure, (Network contains 28 nodes and 54 edges)

Trust networks of larger size

ClaraBob

David

Alice

GingerEric

Henrik

Frida

Social Network

Business Network

Hybrid Networks - Connected networks of different contexts; a social and a business network. Example Hybrid networks, contain 8 people and 12 rela-tions. 8 links are interconnections (local), and 4 links are acting as glue con-necting two networks (foreign). Network contains 48 nodes and 92 edges.

Trust networks of larger size

CB

D

AaB

GE

H

F

OM

P

N

KI

L

J

Meshed networks –Motivated from real-world network formations, complex, combined networks of different sizes and different contexts. Partial or fully connected meshed networks. In sample, A partial meshed network made-up of two connected hybrid networks; This network contains 16 people and 26 relations. (Network contains 98 nodes and 198 edges)

참여의 정책적 아키텍쳐

참여의 정책적 아키텍쳐

집단에 의해 생산되는 콘텐츠를 관리하는 어플리케이션 참조한 정책 구현

The followings were made to supplement my shabby presentation. When you need anything,

please e-mail me at this address at any time.

redsea@sejong.ac.kr

ThanQ

References1 장 : Hellogroup, ‘Thomas Petersen Twitter’, http://www.slideshare.net/hellogroup/2009-06-08-thomas-petersen-twitter, 2009 년 06 월 방문 .3 장 : hellogroup,‘2009 06 08 Thomas Petersen Twitter’, http://www.slideshare.net/hellogroup/2009-06-08-thomas-petersen-twitter, 2009 년 06 월 방문 .4 장 : Geeks On A Plane, ‘Overview of US Platforms & Social Networking(Startonomics Tokyo, June 2009)’, http://www.slideshare.net/GeeksOnaPlane/overview-of-us-platforms-social-networking-startonomics-tokyo-june-2009-1566007, 2009 년 06 월 방문7-8 장 , 19 장 :Thomas Langenberg, ‘Information Sharing in Social Networks’, 2006.http://www.slideshare.net/tlangenberg/information-sharing-in-social-networks-phd-thesis-thomas-langenberg, 2009 년 06 월 방문 .10 장 : Josh Bernoff, ‘Social Technographics defined’, forrester, 2007. http://www.slideshare.net/jbernoff/social-technographics-explained, 2009 년 06 월 방문 .23 장 : “The Semantic Web: A Guide to the Future of XML, Web Services, and Knowledge Management” – Daconta et al., 200324 장 : http://www.socialmediatoday.com/, 2009 년 06 월 방문 .32-37 장 : Huw, ‘Open Social Networking’, 2007, http://www.slideshare.net/huw/open-social-networking, 2009 년 06 월 방문 .12-20 장 , 38-40 장 : Nima dokoohaki, ’Modeling and Representing Trust Relations in Semantic Web-Driven Social Networks: An Ontological Analysis’, Royal Institute of Technology, Stockholm, June 2007, http://www.slideshare.net/nimadokoohaki/master-thesis-defense, 2009 년 06 월 방문 .

41 장 - 나머지 : D. Allemang, J. Hendler, Semantic Web for the Working Ontologist, Morgan Kaufmann, 2008, G. Antoniou, F. van Harmelen, A Semantic Web Primer(2nd Edition), MIT Press, 2008http://profs.info.uaic.ro/~busaco/ 2009 년 06 월 방문 .