social software und online communities hsa september 2008_stoller-schai

© Dr. Daniel Stoller-Schai

Online Communities und Social Software

Social Software und Online Communities ¦ Überblick

24. September 2008

Dr. Daniel Stoller-Schai, Director | E-Learning Specialist; UBS AG<[email protected]>

<http://www.xing.com/profile/Daniel_StollerSchai>

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Ausgangspunkt

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3

Agenda 24. September 2008• Teil 1

Rückblick: Das Internet war sozial und kollaborativ

• Teil 2Status Quo: Das Internet ist sozial und kollaborativ– Umfrage zu Webanwendungen– Analyse WebCast WEF– Wie werden die neuen Möglichkeiten genutzt?– Kritische Stimmen

• Teil 3Ausblick: Das Internet wird sozial und kollaborativ sein

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4

Lernziele

• Verständnis für die soziale und kollaborative Grundstruktur des Internet

• Einblick in verschieden Aspekte von Web 2.0 und Social Software

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Teil 1

Rückblick: Das Internet war sozialund kollaborativ



Was sind ihre ersteErfahrungen mit demComputer? Was hat Siebesonders fasziniert?



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Ein Blick zurück (a)

• ArpaNet• BBS• ICQ• Multi User Dungeous• Gopher• Social Networks: the WELL• Akustikkoppler



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By the end of the yearthere are four nodes on the "ARPA NETWORK", as shown in schematicabove. These were

• University of CaliforniaLos Angeles (UCLA),

• University of CaliforniaSanta Barbara (UCSB),

• University of Utah and • the Stanford Research

Institute (SRI)



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Gopher: ein frühes „Yahoo“



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Maurice (mo) and Howard (hlr) demonstrate the sekrit WELL

handshake



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Ein Blick etwas weniger zurück (b)

• Mailing lists, Yahoo Groups• LAN Parties• Ultima Online• Kazaa• Sourceforge.net, Electronic Frontier

Foundation• Collaborative Filtering, • Peer reviews/ratings



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Collaborative Filtering



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Soziale Kontrollmechanismen



Teil 2

Status Quo: Das Internet ist sozialund kollaborativ



Wie nutzen Sie den Computer heute? WelchenStellenwert spielt er in ihrem sozialen Netzwerk?



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20Minuten, 30. April 2008, S. 33



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Quelle Dr. Jochen Robes, Weiterbildungsblog.de 2007



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Einfachere (und mehr) Tools



Ergebnisse Umfrage April 2007

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0

20

40

60

80

100

120

140

160

180

BekanntBerufPrivatStudium

Bekannt 26 158 91 140 9 119 10 35 4 14

Beruf 3 57 0 1 0 18 0 4 0 6

Privat 15 121 4 115 4 78 3 12 2 9

Studium 1 116 0 16 0 4 3 1 0 1

Flickr Wikipedia Second Life You Tube Technocrati Google Maps

Del.icio.us Blogger Wayki Xing

20 Fragebogen von 29 zurückCa. 175 befragte Personen

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InfoWeek, Nr. 19, 29.10.2007, S. 16



Analyse Webcast WEF

The Impact of Web 2.0 and Emerging Social network Models

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http://gaia.world-television.com/wef/worldeconomicforum_annualmeeting2007/default.aspx?sn=19781

1. Frage:Was treibt die Entstehung von „Virtual communities“ an? Ist ihr schneller Wertanstieg gerechtfertigt?

2. Frage:Wie beginnen Firmen soziale Netzwerkstrategien für ihre Produkte- und Marktentwicklung sowie für ihre Kommunikation zu verwenden?



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Chad Hurley, Co-Founder and Chief Executive Officer, YouTube, USA

Statements:• The movement itself is just getting started. Leveraging the

power of people, leveraging the power of community, give everyone the chance to participate; that’s the nature of the internet

• Let the user to dictate how we had to develop our service.• We tried to remove those barriers by re-encoding the

videos into standard format to place them seamlessly for our entire audience and this helped us to growth too.

• Web 2.0: It is changing the world because it gives everyone a voice

• Are you worth 1.65 Billion $? We have been able to build a platform that’s build a large audience.

• What people is really driving to put a piece of content online is to see a reaction, to see views…

• Everyone wants to share its experiences



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Caterina Fake, Founder, Flickr, USA

Statements:• It is a return to the roots of the web. • We had to be “power user” at that time though…• The tools are significantly more simple, • …what the internet always has excel, was connecting

people to each other• Web 2.0 services: They organizing all this information for

you• Organizing/Filtering functions: You want to see (only) the

photos which are meaningful to you.• The web is based on a cultural generosity; the desire to

share (your experience). The urge to share is much stronger than the urge to earn.

• Web Metrics: page view are dead. The number of connections between people will be very significant

• User created content or better “participatory media”



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William H. Gates III, Chairman, Microsoft Corporation, USA

Statements:• We want to have every teacher, every student to have

those tools• We need micro Payments, we need better tools• The only thing which holds this all back is because we

don’t have a digital rights model.



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Mark G. Parker, President and Chief Executive Officer, Nike, USA

Statements:• A fundamental shift in power that really give the power to

the consumer• Co-creation of products: you create communities; people

are sharing passions around those products and they start to create things which we can not even imagine.

• Two way dialogue: Now there is an interaction, that’s the whole new dimension how we operate.

• There is a lot of creative, passionate, knowledgeable people out there…

• Collective Intelligence: Expressing a judgment• If you don‘t embrace this movement, this change, this

access, this empowerment for consumers, I think you are at risk.



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Viviane Reding, Commissioner, Information Society and Media, European Commission, Brussels

Statements:• Governments hands off the internet• We have not yet the new rules (to deal with this media)• The new rules must lift the barrier on IPR [Intellectual

property rights] and content productions• We need a multicultural and multi-linguistic approach• Creating communities: It is a bottom-up model. This

model will be very important for the big corporations in the future.

• Problem: The long tail of infamy (Privacy protection)



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Erfolgsprinzipien

Enable the urge to share

Give everyone the chance to participate

Everyone wants to share its experiences

Collective control mechanism

the power of Co-creation

meaningful to you

Show reaction from the audience

Seamless technologiessimple tools

Allow access



Film „The machine is us/ing us“

Michael WeschAssistant Professor of Cultural

Anthropology

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http://www.mediatedcultures.net/ksudigg/ oder http://www.mediafire.com/?22l2vyomimv

Interview mit Prof Michael Wesch im Magazin Wired:http://www.wired.com/entertainment/theweb/magazine/15-

05/raves_wesch



Wie werden die neuen Möglichkeiten genutzt?

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Wirtschaftlich | „Conversations are markets“

Rick Levine Doc Searls

David WeinbergerChristopher Locke



UBS Wealth Management / Juli 2008, S. 28

Wirtschaftlich | „Konsumenten sind mächtiger den je“



Wirtschaftlich | Recherche vor dem Kauf

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TagesAnzeiger, 25, Juni 2008, S. 37



Wirtschaftlich | Dort sein, wo der Kunde ist

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.ch, 15. August 2008, S. 7



Wirtschaftlich| Human Resources goes Web 2.0

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http://www.handelsblatt.com/unternehmen/management/_b=2035439,_p=21,_t=ftprint,doc_page=0;printpage



Wirtschaftlich | Promotion auf Second Live

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20Minuten, 27. März 2007



Wirtschaftlich | Virtuelle Projektarbeit

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Quelle: Dr. Bernd Schopp, namics 2007



Wirtschaftlich | Enterprise goesWeb 2.0

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Quelle: Dr. Peter Schütt, IBM 2007



Kommunikativ | Reden mit dem Volk

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Kommunikativ | Wer bloggt für mich?

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Kommunikativ | Blogger-Stress

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Kommunikativ | Old media goes Web 2.0

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Kommunikativ | New media goes Web 2.0

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Vernetzt | Casting via Communities

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20Minuten, 20. März 2008, S. 31



Vernetzt | Dort sein, wo der/die Partner/in ist

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20Minuten, 15. August 2008, 21



Vernetzt | Botéllon und Facebook

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Vernetzt | Botéllon und Facebook

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20Minuten, 18. Sept.2008, S. 33



Vernetzt | Vernetzung via Social Networks

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Blick am Abend, 29. August 2008, S. 2



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.ch, 20. August 2008,3




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20Minuten, 29. August 2008, S. 27




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Vernetzt | „I hate Facebook“

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Blick am Abend, 3. Juli 2008, S. 17



Kritische Stimmen

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Kritisch | Alles nur ein Hype?

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Kritisch | Persönlichkeitsverletzung

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Blick am Abend, 1. September 2008, S. 2




67

20Minuten, 14.06.07, S. 26




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News, 6. Juni 2008, S. 21




69

20Minuten, 30.08.07, S. 41



70

PC Tipp, Juli 2007, S. 6-7



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InfoWeek, Nr. 19, 29.10.2007, S. 14



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Focus, 15/2008, S. 163



Kritisch | Sind soziale Netzwerke machbar?

73

Spiegel 29-2007, S. 70



Kritisch | Sind soziale Netzwerke machbar?

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Kritisch | Bezahlte Aufmerksamkeit?

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Kritisch | Wie funktioniert künftig…?– copyright– authorship– identity– ethics– aesthetics– rhetoric– privacy– commerce– governance



Teil 3

Ausblick: Das Internet wird sozialund kollaborativ sein



Was sind Ihre Prognosen? Welche technischen

Möglichkeiten bestimmendie nächsten Jahre? Welche sozialen

Veränderungen ergebensich daraus?



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InfoWeek Nr. 12, 23.06.2008, S. 16



Mobile Internet

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20Minuten, 1. September 2008, S. 22



Semantic WebIntroductionThe Semantic Web is a web of data. There is lots of data

we all use every day, and it is not part of the web. I can see my bank statements on the web, and my photographs, and I can see my appointments in a calendar. But can I see my photos in a calendar to see what I was doing when I took them? Can I see bank statement lines in a calendar?

Why not? Because we don't have a web of data. Because data is controlled by applications, and each application keeps it to itself.

The Semantic Web is about two things. It is about common formats for integration and combination of data drawn from diverse sources, where on the original Web mainly concentrated on the interchange of documents. It is also about language for recording how the data relates to real world objects. That allows a person, or a machine, to start off in one database, and then move through an unending set of databases which are connected not by wires but by being about the same thing.

http://www.w3.org/2001/sw/

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http://blogs.nesta.org.uk/photos/uncategorized/2007/07/26/semantic_web_2.gif



Verbindung von Sozialräumen – virtuell und real

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http://gbanga.com/index.de.htm



We are the Web (Kevin Kelly)

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http://www.opte.org/maps/tests/ http://www.wired.com/wired/archive/13.08/tech.html

“Take eBay. In some 4,000 days, eBay has gone from marginal Bay Area experiment in community markets to the most profitable spinoff of hypertext. At any one moment, 50 million auctions race through the site. An estimated half a million folks make their living selling through Internet auctions. Ten years ago I heard skeptics swear nobody would ever buy a car on the Web. Last year eBay Motors sold $11 billion worth of vehicles. EBay's 2001 auction of a $4.9 million private jet would have shocked anyone in 1995 - and still smells implausible today.”



Web 2.0: Vom Anfang bis zum Ende…

24.09.2008

social software und online communities hsa september 2008_stoller-schai

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