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Designing collabora.ve services on the 
           digital pla4orm 
 The role of ICT in the diffusion of social innova5on 




                      Baek Joon Sang 
                       PhD candidate 
                         DIS‐INDACO  
                    Politecnico di Milano  
“How does ICT influence collabora5ve 
            services?” 
Preliminary research: Case studies 
•  Aim: To collect the cases of collabora5ve service on the digital 
   plaForm. To iden5fy the use of ICT in collabora5ve services 
   and their impact on the social network of collabora5ve 
   organiza5ons   
•  Partner: The Founda5on of Banca E5ca 
•  Period: 2008 November ~ 2009 July 
•  Method: Website analysis, interview (on and offline) 
•  Results: Light analysis of 25 cases, in‐depth analysis of 10 
   cases h[p://www.sustainable‐everyday.net/codi/?cat=1 
Criteria for selec.ng the cases 
•  More than 100 candidates of digital solu5ons – web and 
   mobile plaForms – have been looked into. 
•  25 Cases were selected using the three criteria: 
   1.  A service uses informa5on communica5on technologies to 
       promote itself and enhance communica5on within community.  
   2.  A service requires collabora5on in both the physical and the 
       digital worlds.  
   3.  A service must be designed and provided by users in order to 
       sa5sfy their unmet social needs. Therefore, government or 
       corporate‐oriented cases were excluded. 
•  10 Cases were selected from the 25 cases for in‐depth 
   analysis. 
Grofun 
   Green map 
                           Pledgebank 
Open green map 
                            Ac5vmob 
  Couch surfing 
                          No 10 Pe55ons 
     Meetup 
                           FixMyStreet 
Diabe5cs' meetup                                 Hitchhikers 
                          mySociety.org 
  Katrinalist.net 
                            RED Open 
     Shelfari 
                          Health Project 
  Bookcrossing                                         Aka aki    Hope ins5tute 
   Carrotmob                                                       Mapo dure 
                               Vicini vicini 
                            Economia solidale 
                              Zero rela5vo 
                                                                         One life Japan 


                      Peladeiros 
                       Solidarius 
                     Sistema FBES 
Finding 1. 7 types of collabora.ve service 
1.    Producer/consumer network 
2.    Mapping diffused informa5on 
3.    Aggregate social ac5on 
4.    Crea5ng social network for conviviality 
5.    Mutual support circle 
6.    Competences, 5me and products exchange 
7.    Products, places and knowledge sharing 
1. Producers/consumers network  
Producer/consumer network is a type of collabora5ve service in 
which producers and consumers pursue mutual benefits by 
establishing a direct network.  
2. Mapping diffused informa.on 
Mapping diffused informa5on is a collabora5ve service in which 
users collaborate to map diffused loca5onal informa5on. 
3. Aggregated social ac.on 
Aggregated social ac5on is a collabora5ve service in which 
people act together and use their collec5ve power to achieve 
social goals. 
4. Crea.ng social network for conviviality 
Crea5ng social network for conviviality is a collabora5ve service 
whose primary goal is to improve social conviviality by forming 
and reinforcing a social network. People are onen from the same 
locality and interact face‐to‐face and virtually on a regular basis.  
5. Mutual‐support circles 
Mutual support circles are a collabora5ve service where people 
provide mutual support to one another in order to solve problems 
that they have in common. 
6. Competences, .me and products exchange  
Competences, 5me and products exchange is a collabora5ve 
service in which people collaborate through the exchange of 
competences, 5me and products. 
7. Products, places and knowledge sharing  
Products, places knowledge sharing is a collabora5ve service in 
which people collaborate through sharing products, places and 
knowledge. 
Theories 
1.  The strength of weak 5es (Granove[er, 1973) 
2.  ICT and social capital (Wellman, 2001) 
The strength of weak .es 
Mark Granove[er claimed that there exist three types of personal 5es: 
strong, weak and absent. The strength of the personal 5e is 
characterized by the amount of 3me, the emo3onal intensity, the 
in3macy and the reciprocal services. He analyzed the spread of 
informa5on in social networks and claimed that informa5on spreads 
through the weak 5es. 
GranoveOer’s two types of social .es 




    The comparison of Granove<er’s strong 3es and weak 3es
                Strong 5e                                Weak 5e 
•  ormed between families, cliques, 
 F                                       •  ormed by any kind of interac5on 
                                          F
rela5ves 
•  akes arguably decades to be formed 
 T                                       •  akes rela5vely short 5me to be formed 
                                          T
•  bserved in a group 
 O                                       •  bserved in a network 
                                          O
• nforma5on is self‐contained 
 I                                       • nforma5on is diffused  
                                          I
GranoveOer’s two types of social .es 




    The comparison of Granove<er’s strong 3es and weak 3es
                Strong 5e                                Weak 5e 
•  ormed between families, cliques, 
 F                                       •  ormed by any kind of interac5on 
                                          F
rela5ves 
•  akes arguably decades to be formed 
 T                                       •  akes rela5vely short 5me to be formed 
                                          T
•  bserved in a group 
 O                                       •  bserved in a network 
                                          O
• nforma5on is self‐contained 
 I                                       • nforma5on is diffused  
                                          I
The strength of weak .es 

“Individuals with many weak 3es are … best placed to diffuse a difficult 
innova3on, since some of those 3es will be local bridges (bridges that 
connect two groups in a network) .” 
                                                     (Granove<er, 1973)  
ICT and social network 
In general, there are three different views on how ICT influences 
social network: 

1.  ICT increases social network 
2.  ICT decreases social network 
3.  ICT supplements social network 
ICT and social network 
In general, there are three different views on how ICT influences 
social network: 

1.  ICT increases social network 
2.  ICT decreases social network 
3.  ICT supplements social network 
‐> ICT reinforces the exis5ng social networks and also creates 
(mainly) the weak 5es in the virtual space. (Wellman et al., 2001)  
Group vs. Network 

•  Group vs. Network (Wellman, 2004) 
                    Group                                Network 
   •  ightly‐knit and clearly‐bounded 
    T                                    •  parsely‐knit and loosely‐bounded 
                                          S
   • mpermeable 
    I                                    •  ermeable 
                                          P
   •  hought of as a solidary unit 
    T                                    •  et of connected units: people, 
                                          S
                                         organiza5ons, networks 
   •   person belongs to one group 
    A                                    •   person can belong to mul5ple 
                                          A
                                         networks 
   •  xamples: family, workgroup, 
    E                                    •  xamples: friendship, terrorist, cash 
                                          E
   community                             flows, internet 

•  Networked individualism: Socie5es are transforming from group‐
   based to network‐based (Wellman 2006) and the no5on of 
   community is also changing. 
•  ICT is facilita5ng such transforma5on. It enhances weak online 5es. 
   (Kraut et al. 2001) 
Phenomena 
1.  Changing no5on of community (Wellman, 1973) 
2.  Emerging new tools for collabora5on 
Changing no.on of community 
The no5on of community ‐ the main target and simultaneously a 
precondi5on of design for social innova5on and sustainability ‐ is 
also changing. 


   “a group of interac5ng people living in a common loca5on” 
Changing no.on of community 
The no5on of community ‐ the main target and simultaneously a 
precondi5on of design for social innova5on and sustainability ‐ is 
also changing. 


   “a group of interac5ng people living in a common loca5on” 


Characteris5cs of new communi5es 
•  he ability to connect with mul3ple social milieus, with limited involvement 
 T
in each milieu. 
•  ecreased control over inhabitants and reduced sense of belonging to 
 D
milieus. 
•  educed iden3ty and pressures of belonging to groups. 
 R
•  c3ve networking is more important than going along with the group. 
 A
Changing no.on of community 
The no5on of community ‐ the main target and simultaneously a 
precondi5on of design for social innova5on and sustainability ‐ is 
also changing. 


   “a group of interac5ng people living in a common loca5on” 

   “the networks of interpersonal 5es that provide sociability, 
      support, informa5on, a sense of belonging, and social 
                           iden5ty” 
Emerging new tools for collabora.on 
Collabora5on benefits from ICT through: 
•  Sharing and crea5ng the Crea5ve Commons 
•  Various tools that enable easy and efficient communica5on 
   and interac5on between the par5cipants 
•  Easy par5cipa5on and withdrawal from collabora5on thereby 
   lowering the threshold of par5cipa5on 
•  Various incen5ve mechanisms that mo5vate people to 
   collaborate 
Collabora.ve services on the digital pla4orm 
A hybrid between physical and virtual spaces, local and global 
contexts.  
Finding 2. The structural system of collabora.ve services 




                           A platform hosts one or more enabling solutions
          PlaForm                                               e.g.) Zoes
Finding 2. The structural system of collabora.ve services 




                           An enabling solution motivates and empowers people to
      Enabling solu5on           create a service to meet their needs e.g.) Meetup


                                   A platform hosts one or more enabling solutions
          PlaForm                                                       e.g.) Zoes
Finding 2. The structural system of collabora.ve services 




        Collabora5ve       A service created by users involves activities in the digital
           service               and/or physical world. e.g.) Seattle Social Diabetics


                            An enabling solution motivates and empowers people to
      Enabling solu5on            create a service to meet their needs e.g.) Meetup


                                     A platform hosts one or more enabling solutions
          PlaForm                                                         e.g.) Zoes
Finding 2. The structural system of collabora.ve services 


                        An event is the result of a collaborative service in digital and/or
           Event                                           physical form. e.g.) Diabetics


        Collabora5ve         A service created by users involves activities in the digital
           service                 and/or physical world. e.g.) Seattle Social Diabetics


                              An enabling solution motivates and empowers people to
      Enabling solu5on              create a service to meet their needs e.g.) Meetup


                                       A platform hosts one or more enabling solutions
          PlaForm                                                           e.g.) Zoes
Findings 2. Typologies of social networks 
Findings 2. Typologies based on the SN structure 
Networked individuals 
Networked individuals 
A group and individuals 
A group and individuals 
Mutually interac.ve individuals 
Mutually interac.ve individuals 
Networked groups 
Networked groups 
Rela5onal paBerns in basic ICT solu5ons 
ICT used by the collected cases was broken down into basic func5onal 
units and they were viewed in rela5on to how informa5on flows, and 
therefore, how rela5on is formed. 




                                                       node: transmitter and receiver,
                                                       arrow: flow of information,
                                                       view point: user 
Rela5onal paBerns in basic ICT solu5ons 
ICT used by the collected cases was broken down into basic func5onal 
units and they were viewed in rela5on to how informa5on flows, and 
therefore, how rela5on is formed. 




                                                       node: transmitter and receiver,
                                                       arrow: flow of information,
                                                       view point: user 
Networked groups 
•  Cases: GAS, Ac5vmob, TimeBanks, Meetup, 
   Peladeiros, Vicini Vicini, Green Map, Dure Coop 
•  Typologies: Producer/consumer network, Mutual 
   support circles, Competences, 5me and products 
   exchange 
•  Technologies: mailing list, web‐based 5me‐
   management sonware, newsle[er, blog, e‐
   commerce plaForm, a website with news, 
   photos, movies and other resources 
•  Type of interac5on: one to one, one to many 
•  Tie strength: weak (mainly), strong, poten5al 
•  SN sketch: In this typology, users form groups in 
   which they are connected though weak and 
   strong 5es. The groups are then connected with 
   other groups through poten5al or weak 5es. It is 
   like a network of franchises based on P2P 
   organiza5onal structure. At the center lies a 
   headquarter that pioneered the service and is 
   diffusing it successfully. Cases that have diffused 
   successfully have as many as millions of users. 
Finding 3. Weak/strong .es in collabora.ve services 
Both the weak 5es and strong 5es in collabora5ve organiza5ons 
are essen5al to the services produced by them but they play 
different roles.   

Strong 5es: 
•  exist mainly in a community (in the tradi3onal sense) where collabora3on 
   ini3ates and is incubated 
•  maintain core values of the service 

Weak 5es: 
•  Maintain an organiza3on open 
•  allow innova3ve ideas to diffuse and replicate 
•  connect collabora3ve organiza3ons into a network 
Finding 3. Weak/strong .es in collabora.ve services 

                        Diagnosis 

                         Design 

                      Development 

                  Sustaining innova5on 

             Scaling, diffusing and connec5ng 

                   Systemic innova5on 
Finding 3. Weak/strong .es in collabora.ve services 

                        Diagnosis 

                         Design 

                      Development 

                  Sustaining innova5on 

             Scaling, diffusing and connec5ng 

                                                Weak ties
                   Systemic innova5on           Strong ties
Finding 3. Weak/strong .es in collabora.ve services 

                        Diagnosis 

                         Design 

                      Development 

                  Sustaining innova5on 

             Scaling, diffusing and connec5ng 

                                                Weak ties
                   Systemic innova5on           Strong ties
Finding 3. Weak/strong .es in collabora.ve services 

                        Diagnosis 

                         Design 

                      Development 

                  Sustaining innova5on 

             Scaling, diffusing and connec5ng 

                                                Weak ties
                   Systemic innova5on           Strong ties
A new approach to collabora.ve service design 
If we can use ICT to direct a social network in a way favorable to 
designing and scaling up collabora5ve services and if we 
systemize this approach and create a new tool, this tool can 
empower designers/developers to design an enabling solu5on 
that best prac5ces available technologies and social networks for 
the diffusion of the collabora5ve services it supports. 
Thank you. 

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