Harnessing Collective Intelligence
Download as PPT, PDF1 like405 views
The document discusses principles and best practices for harnessing collective intelligence through Web 2.0 architectures. It describes how Web 2.0 is user-centered, decentralized, and collaborative. Two principles for successful participation architectures are that users add value directly through content or indirectly through their actions, and that network effects magnify this value. Harnessing collective intelligence provides benefits like rapid growth, trust-building, and improved products as the user base grows.
Harnessing Collective Intelligence
- 1. Web 2.0 Principles and Best Practices, Fall 2006 where data is the core value of applications
- 2. Contents Pattern: Harnessing Collective Intelligence AKA Overview Practices Issues to solve Misconceptions Enterprise 2.0 Recommendations Examplars
- 3. Pattern: Harnessing Collecgtive Intelligence - AKA Harnessing Collective Intelligence are also known by: Architecture of participation Co-Creation Wisdom of Crowds
- 4. Pattern: Harnessing Collecgtive Intelligence - Overview WEB 2.0 is an architecture of Participation characterized by: Is user-centered Decentralized Collaborative One Architecture of Participation will succed following two principles:
- 5. Pattern: Harnessing Collecgtive Intelligence - Overview One Architecture of Participation will succed following two principles: Users add value Directly through content creation Indereclty through their actions Network Effects magnify this value Metcalfe’s Law – Utility value of networked devices grows proportonally to the square of the number of nodes in the network Facilitation the formation of sub-groups within the network can cause the utility value to grow according to Reed’s law
- 6. Pattern: Harnessing Collecgtive Intelligence - Overview Network Effects must magnify Value added by users following Reed’s Law
- 7. Pattern: Harnessing Collecgtive Intelligence - Overview Harnessing Collective Intelligence have these three main benefits: Opens opportunities for rapid, large-scale, user driven growth Builds customer trust and loyalty Improves products as user base grows
- 8. Pattern: Harnessing Collecgtive Intelligence - Practices Pay the User first Minimize barriers to adoption Simplicity drives adoption
- 9. Pattern: Harnessing Collecgtive Intelligence - Practices Set network effects by default Try to set all user’s content public by default Have a strict Privacy Statement about user’s content Elaborate the terms and conditons to have the maximum user’s content public, Attention: content is directly created by user submital or indirectly, infered from his actions
- 10. Practices Envolves users explicitly and implicity Explicitly Help them to submit content (reviews, rating, posts, etc) Implicitly Collect data from their actions (what they see, where they go, what they read, with whom they talk, etc) and bring insights from that data through algorithms
- 11. Practices Provide a meaningful context for creation Invite users to participate Create a coherent, consistent context Create a subject matter or community context (or let the users create theirs) Provide a framework with mechanisms for: User’s identity and reputation Relationships among users Data identification (URLs, Tags, etc) Findability Aggregation Personalization
- 12. Practices
- 13. Practices Trust your users Provide a sufficiently open context to allow: Participation Interactions Transactions Share some control with users Automatically or socially fight abuses
- 14. Practices Design Software so that it improves as more people use it (not neccessarelly in functionality but in value to user) More reviews of products, sellers or people, create a better reputation management, for instance. – Grow data. More people in the network, and more interactions among them, increase the value of the software – Grow data. Opening the platform for standards, like open social from Google, allow developers to create new functionality and provide it to other user – Grow functionality.
- 15. Practices Facilitate emergence Impose less up-front structure Minimize the number of hard-wire assumptions Let user’s behavior to influence product direction Let user’s actions to change interface navigation and page design
- 16. Practices Facilitate emergence Impose less up-front structure Minimize the number of hard-wire assumptions Let user’s behavior to influence product direction Let user’s actions to change interface navigation and page design
- 17. Issues & Debates Walled garden 2.0 Closed communities (locked by subject matter, for example) Ex: Linkedin, MySpace, Hi5
- 18. Issues & Debates Privacy and liability for individuals Mining of data derived from: Ratings Conversations Purchases Reviews Posts Location etc
- 19. Issues & Debates Privacy and liability for providers Violation of privacy laws Violation of terms and conditions
- 20. Issues & Debates Quality, not just quantity, matters Reward best members using: Money Reputation Ego Career advancement
- 21. Misconceptions An architecture of participation is the same as community Community with full control for sharing and participation are always a good thing. Adding feature X makes it WEB 2.0
- 22. Enterprise 2.0 Reccomendations Leverage Web 2.0-s core tools and technologies Use services from third party’s Use RSS , Wikis, Blogs and other collaboration technologies Provide easier-to-adopt, scalable solutions to solve long-standing enterprise issues.
- 23. Enterprise 2.0 Reccomendations Facilitate low-cost, emergent collaboration Impose less structure User-driven emergence Ex: Users can use a facebook application to interact with the Enterprise 2.0; Some users can use box.net to interact with the enterprise 2.0’s documents and others can use similar services to accomplish the same goal, in a secure way.
- 24. Enterprise 2.0 Reccomendations Pay attention to IT decentralization WEB 2.0 is decentralized A different model from the centralized IT control structure Align IT goals with WEB 2.0 Strategy and define SMART objectives
- 25. Enterprise 2.0 Reccomendations Foster contribution According to culture, demographics, geographic, or other enterprise environmental factors find ways to have members provide content and have interactions with the network The small scale of an enterprise, compared with the Internet, create this challenge to Enterprise 2.0