1. Define Your Object: This is the easy part, but perhaps most important. The social object will be the center of your network. On eBay, it's whatever item you're selling or buying. On Amazon, it's a product. On Flickr, it's a photo and so on. 
2. Define Your Verbs: This means what do you want people to do with your social object. Do you want them to comment? Rate it? Share it? Watch it? Etc. Make sure whatever action they should take is clear and highly visible on the site.

1. In the section numbered 1 we start with the basic premise that all activities should be driven by business objectives which should then be delivered against through a combination of technology, process (including the important element of metrics) and people elements. Ultimately, all other sections in this diagramme are made up of those components so lets move onto them.
2. The second section is all about functions (with the people responsible for each) and some of the standard departments for any company (admittedly large) are listed. The important thing in this section is the clear identification of key personell responsible for driving an activity. This may seem counter-intuitive in this "wisdom of the crowds" space but I think it is really important for clear responsibility to be assigned and known. Which doesn't mean that the person/s should adopt Stalinist tendencies in control of the function - standard collaborative approaches apply for getting people participating.
3. This section tries to plot the technology landscape:
1. First in relation to a mix of standard business related applications as well as social. I've denoted the split in colours and chosen to categorise them as enterprise social software and traditional enterprise software but please don't hold this against me :) 
2. I've also plotted them against the traditional web based platforms that exist within organisations (intranet, extranet and website) but here too there are no hard and fast rules and certainly in the case of enterprise applications these would most often be standalone and apart from these traditional platforms. They also do not reflect the level of integration that seems to be occurring between truly social applications and traditional enterprise applications in terms of the one adopting the others main feature sets and vice versa.
3. Excuse the use of acronyms - herewith descriptions (crm - customer relationship management; cms - content management system; erp - enterprise resource planning). 
4. A final point is that each application layer is multi-dimensional in terms of its area of use and I have merely tried to plot them in general terms because to plot their true area of influence/operation would make this map horribly confusing. So for example, idea management is assigned to the R&D department and mostly internally but this does not mean ideas and ultimately innovation cannot be created or managed within a broader swathe, indeed it would be more effective the broader it is, in my opinion.
4. At the bottom of this section is a breakdown of what seems to be the 2 main category of activity in this space (Enterprise 2.0 and Social CRM) and how they fit in in terms of predominately inward or outward facing activities. In this section too is an example of a process flow with generic steps. The important point here is to break down the activities into simple process flows and most important is to set metrics against which progress can be monitored and improved.

"Good exploration of current technologies"

"perhaps assumed knowledge - how can one get up to speed from position of very limited knowledge and understanding of the tools"

"too fast, i was getting lost with 2nd half - this is new territory people start from different levels of expertise"

"more business case studies"

1. Critical was to see the efforts as a natural compliment to physical activities and a way to scale them. 
2. Doing it right would bear fruit but patience was required. The days of old where you might expect to "build it and they will come" are no longer appropriate, if they ever where. 
3. Hard work seeding conversations, facilitating connections, fostering community was necessary. The end result is strengthened ties, greater trust, shared knowledge, increased and improved business, etc. 

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