valuing social networks through creative potential
DESCRIPTION
Presentation of a paper-in-progress presented to the Fiscar 2010 conference on Activity Theory. The paper looks at the the creative potential in social networks as a value base. The paper also looks at the implications on deigners.TRANSCRIPT
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Richard Wood
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
HighWire Doctoral Training CentreLancaster Universityt. @rt_woode. [email protected]. richard-wood.co.ukb. highwired.co.uk/rich
Valuing Social Networks Through Creative Potential
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• Michael Arrington’s Model
• Divides Social Network user base geographically
• Compares divided user base to marketing money spent in that region
• Applies a weighted average to Social Network dependent on user location and their “market place”
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
People online (U.S.) in 2008 (Comscore)191 million
63%
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
$132p/aAverage per person in U.S. (2008)
Advertsing spend online($25.2 billion)
Users
People online (U.S.) in 2008 (Comscore)191 million
Advertsing spend onlineX
Users in market place( )
Arringtons Model
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• Each Social Network is assessed by “weighted averages”
• Facebook with a core user base in U.S., U.K. etc is worth more than Orkut (predominantly Brazilian)
• Model scales accurately when compared to sales of LinkedIn, Bebo and Facebook
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Bebo Facebook
PointsFBValue
Bebo Value
3,530,156$5.1 Billion$850 Million
10,223,824$15 Billion$13.5 Billion
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• Arrington’s model makes no account of:
• Social Interaction
• Communication
• Education and Learning
• Consumer Psychology
• or Creative Potential
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
5 min
CreativePotential
• What is creative potential?
• Varying capacity of the ability or power to create
• The ability or prowess of individuals and/or groups to discover and develop new, uncommon or unique ideas or concepts or new associations between existing ideas or concepts
• Fluctuating variable affected by surroundings, interaction, communication and collaboration
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• Why is creative potential important?
• “Creativity is considered one of the core resources of the 20th Century” (Hornak 2009)
• Increasing acknowledgement that creativity is more important than intellect and credentials in problem solving
• Creative Students make better students
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
"Imagination is more important than knowledge."
- Albert Einstein
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
5 min
• Participation leads to collaboration
• In networks where collaboration is promoted, interaction will often lead to collaboration
• Von Hippel’s Kite Surfers
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
5 min
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
“In the long history of human kind (and animal kind, too) those who have learned to collaborate and improvise
most effectively have prevailed”
- Charles Darwin
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
5 min
• Collaboration leads to creativity
• Converges diverse ideas and/or beliefs
• Increased engagement results in increased creativity (Kao et al. 2008)
• Creativity is a cyclical process
• Designers have to get passed the “Gatekeepers” of society (Csikszentmihalyi)
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
5 min
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
“Creativity has always been a highly collaborative, cumulative and social activity in which people with different skills, points of view and insight share and
develop ideas together”
- Charles Leadbeater
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
5 min
• Creativity leads to innovation
• “Creativity... is the engine that drives the new way of doing things” (Marques 2010)
• “Innovation is the successful implementation of creative ideas...” (Amabile 200)
• Creativity - generation
• Innovation - implementation
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
5 min
Participation
Collaboration
Creativity
Innovation
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
It’s a cyclical process
5 min
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• Power of Social Network when used creatively
• Increased speed of social communication/collaboration
• Maya Facebook project
• Innocentive
• Mechanical Turk
• Lost Camera
• Open Street Map
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Ratio of good ideas to
total ideas
Understanding
Cognitive Inertia
Exhaustion
+
-
-
Bounded Ideation Theory
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• Divided message
• Similar but differentiated ideas may detract from each other by splitting followers
• Many voices with similar messages are weaker than many voices with the same message
• Echo Chamber
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• “Group think” mentality
• Language
• Must be a frame work of communication
• Must be a common understanding
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• Wider access to creative means, networks and support
• Expectations on designers likely to rise
• Increased access to contextual awareness
• Increasingly context aware users
• Designers will be able to accurately identify which networks suit their needs
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• Less able to “hide behind technique”
• No longer a job for life
• Access to “Gate keepers”
• Potential resource
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• Diversity of communication channels
• Diversity of user base
• Ethnicity
• Geographically
• Educationally
• How are relationships formed
• Serendipitous or not
• Cross linking
• Recommendations
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• Frequency of contact
• Duration of contact
• Physical vs. Virtual interaction
• Ability of the network to harbor an echo chamber
• Group think mentality
• Granularity of the system
• Language
• Customisation
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Conclusion
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
• Current models don’t adequately value the creative aspects of Social Networks
• Creative Potential is “rife” and important on Social Networks
• There is a cyclical process of Participation, Collaboration, Creativity and Innovation
• Designers are faced with both an added creative resource but also added creative expectations
• There is a need to formulate a new valuation model
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Valuing Social Networks Through Creative Potential • Fiscar 2010 • Sunday 23rd May 2010
Richard Wood | @rt_wood | [email protected] | highwired.co.uk/rich
Richard Wood | @rt_wood | [email protected] | highwired.co.uk/rich