Knowledge Communities, Gamification, and the Rise of Online Reputation Systems for IT and Beyond

Transcription

1 Knowledge Communities, Gamification, and the Rise of Online Reputation Systems for IT and Beyond Lawrence Eng, PhD Online Community Manager, 1

2 The ServiceNow Community 2

3 Community Growth 3

4 Community Growth?!? 4

5 The Big Question Why and how should wedesign,deploy, and use online knowledge communities? (at our companies, within our industry, and beyond) 5

6 #tags community, knowledge, gamification, reputation, influence Know what s going on Know where things are going Understand the value of community Be able to create positive community experiences 6

7 Agenda 1. My background 2. The relationship between online communities and Social IT 3. The critical difference between social networks and online communities 7

8 Agenda 4. The state of online knowledge communities 5. The future of online knowledge communities gamification, reputation, and influence 6. Imagining an ideal online knowledge community 8

9 Trivia Question #1 Which Web browser company is based in Oslo, Norway? Opera 9

10 My Background Community Marketing 10

11 My Background Fandom (otaku) scholar 11

12 My Background Fan 12

13 My Background Fan 13

14 Trivia Question #2 What Internet service used NNTP? Usenet 14

15 Community and Social IT "Social IT done right gives IT organizations the power to more efficiently help peopleobtain fast and accurate serviceand knowledge. Let users help each other within a managed community that supports both real-time and archival knowledge. Socially enabled support inevitably leads to enhanced IT productivity and efficiency as well as more satisfied end users." 15

16 YASNTIHTKUW Yet another social network that Ihave to keep up with 16

17 Trivia Question #3 What s the difference between: Social Networks and Online Communities? 17

18 Social Networks People you already know The social glue is kinship, proximity, and obligation. e.g. 18

19 Online Communities People you don t already know, but with shared interests. The social glue is knowledge e.g. ServiceNow online community, corporate intranets, any interest-based community 19

20 Different Use Cases, Different Needs Not all social networking principles apply to online communities Online communities have special requirements that aren t present in social networks Social IT and social business solutions, which are community-based, have to move beyond social networking models. Facebook for business 20

21 Two Questions for Online Community 1. What is the best content? 2. How should that content be organized, rewarded, retained, and presented? 21

22 Social IT Enables people to help each other Results in better solutions Contributes knowledge 22

23 Social IT = Community Knowledge Management Enables people to help each other Results in better solutions Contributes knowledge 23

24 Social IT = Community KnowledgeManagement Enables people to help each other Results in better solutions Contributes knowledge 24

25 Social IT = Community Knowledge Management Enables people to help each other Results in better solutions Contributes knowledge 25

26 Our Goals for Community People helping people People being inspired The best information, easily accessible. Insight and engagement 26

27 Scalability A usable community where there is: A lot of content A lot of users 27

28 The State of Online Communities A lot of up-and-comers: Jive, Lithium, SalesForce, Get Satisfaction, Stack Exchange, etc. 28

29 Most of the innovation has occurred in the social network space. 29

30 The Old Way 30

31 We have an unprecedented opportunity ahead of us. 31

32 The New Way 32

33 The Future of Online Knowledge Communities 1. Organization 2. Quality Gamification Reputation Influence 33

34 The Prevailing Climate Egalitarianism Information wants to be free The wisdom of the crowd User-generated content Crowdsourcing Anti-authority, anti-hierarchy Wikipedia vs Brittanica 34

35 What is GamificationAnyway? 35

36 Your Next Promotion/ Raise Depends on This: 36

37 Your Next Promotion/ Raise Depends on This: 37

38 Just kidding sort of 38

39 What is Gamification Anyway? the use of game design techniques, game thinking and game mechanics to enhance non-game contexts -Wikipedia (April 20 th, 2012) 39

40 The Dark Side of Gamification Having the Wrong Goal 40

41 The Dark Side of Gamification Rewarding the Wrong Behaviors 41

42 Why Do We Want Gamification? Motivate people Immediate feedback Rewards 42

43 Trivia Question #4 Photo courtesy of: 43

44 Why Do We Want Gamification? Motivate people Immediate feedback Rewards Improve the quality of knowledge Make the best knowledge easy to find Empower people 44

45 How Do We Do Gamification? Courtesy of Chris 45

46 Badges Photos courtesy of: 46

47 Badges With Influence Photo courtesy of: 47

48 Trivia Question #5 What is Google s algorithm for sorting webpages according to authority? Pagerank 48

49 Pagerankvs. People Ranking 49

50 Klout 50

51 Klout 51

52 Real Life Consequences 52

53 How To Do Gamificationin Online Knowledge Communities Votes (on content) as currency Weighted voting Topic-specific expertise Expertise-based privileges Role-based privileges Markers of influence 53

54 How To Do Gamificationin Online Knowledge Communities Votes (on content) as currency = $ 54

55 How To Do Gamificationin Online Knowledge Communities Weighted voting 55

56 How To Do Gamificationin Online Knowledge Communities Topic-specific expertise Scripting Service Catalog Incident Management 56

57 How To Do Gamification in Online Knowledge Communities Votes (on content) as currency Weighted voting Topic-specific expertise Expertise-based privileges Role-based privileges Markers of influence 57

58 Live Feed 2.0? 58

59 Live Feed 2.0? 59

60 Who Benefits? The players The lurkers The community hosts 60

61 Imagining the Ideal Community Photo courtesy of: 61

62 Discussion What would you like to see? What are your concerns around these approaches? (Your questions here.) 62

63 Thank You Lawrence Eng, PhD Online Community Manager on Twitter 63