As the days go on the notes get rougher.

Sunday 3/9 & Monday 3/10

1. Design strategies
- Burka (Digg/Pownce)
– build in controls on user privacy but don’t overdo the preferences
– too mny controls = less control
– buddypress as an example of the drupal kitchen sink model
– facebook tabbed profile to alleviate the strain of too much information
– transparency (pownce) lets you know what is public / private when posting
- Sieling (ma.gnolia)
– focused on spam control
– our good tools (APIs, file importing) are spammers favorite tools
– 75 – 80% of new magnolia accounts are spammets
- method of spammers
– one site, many accounts (appear as friends with many people to build trust/reputation)
– appearance of legitimate looking profiles with real photos and information copied and

pasted from other sites
– tried akismet, captcha but nothing worked. in the end had to go with a human centric

model
– gardners promote trusted member accounts to whiltelist, a grey list is not part of search
– gardeners are not rewarded; altruistic
– motivation is recognitiosn and a sense of ownership
– a gardner came up and spoke and said he appreciated the service and wanted to make sure

the the place remined high quality. he velues the service and feels responsibility toward it

2. Charlene Li, Forrester
http://www.slideshare.net/charleneli/the-future-of-social-networks/
- Groundswell: aocial trend in which people use technologies to get things they need from each other rather than from traditional institutions like corporations
– corporations want to participate but don’t get it
- examples of revolutions
– the DVD code crack, Jericho
– Thomas Paine’s Common Sense vs Thomas Jefferson is a Radical vs Revolutionary
- Making revolutions stick require frameworks and process
– 4 step process to approach the groundswell: Prople, Objectives, Strategy, and Technology
– American social technographics online surveys
– ladder of participation: inactives, spectators, joiners, collectors, critics, creators
- Adults: 48% spectators, 18% creators, 44% inactive
- Youth: 66% spectators, 39% creators, 18% inactive
- examples
– blendtec had a 25% increase in sales after their video; spent $50 on it
– dan black, director of social computing @ E&Y recruits using facebook; uses real

relationships and conversations
– Best Buy (Koeling & Bendt); blueshirtnation.com, email enabled for all in store employees

to reach out to customers
– Josh Banerof of Intel began their own internal wikipedia
– Steve Fisher, VP Platforms at Salesforce created a space where employees could contribute

ideas, promote and demote ideas.
– Lionel Manchaca at Dell was a product technicia. During “Dell Hell” in 2005 there were many customer support issues in public view. Lionel blogged openly, even Michael Dell commented with support. IdeaStorm was used to promote / demote ideas. Even investor

relations began to blog externally.
- Getting Started
– find passionate people, educate executives, put someone important in chage, use policies

and process, make it safe to fail
– sharepoint comment – siloed areas permissioned for groups and teams, not open and shared

3. Mark Zuckerberg interview
- monetizing from the bottoms up, reflecting more of what people naturally do online (endorse artists, movies, etc.)
– reflect how people use the site naturally
- Privacy issues over newfeed; goal is to give users complete control over who they are sharing information with

4. Bill Cava of Ektron
- CMS400 is their social software platform based on a content management system
- social networks are relevant to businesses because they are a natural evolution
- example of finding information on setting up vpn. users have 3 choices: 1 do an intranet search (not viewed as successful / effective); 2 use navigation; 3 look for individuals and search social information
- 2007 Irish Computer Society Survey
– 33% people find it hard to access the right information (navigation)
– 57% say search is ineffective
- importance of keeping intranet up to date
- sharpoint partner; augment sharpoint with public facing information vs the closed space model of sharepoint

5. Guy Kawasaki’s panel
- take care of your community and they will take care of you
- don’t feel pressure to launch early if you are not ready
- plan less, don’t overthink

6. Reputation
- proactive vs defensive
- apologize
- stand for something
- celebrate critics
- michael crook settlement case

7. Portable Social Networks
- terminology confusion. what is a friend? use action terminology instead of limited categorization
- address imports are not dynamic; new google api to address book
- getsatisfaction: users don’t need to know what technology is being used behind the scenes, make it simple for them
- topics:
– XFN / FOAF
– oauth
– openid
- check out clickpass