Designing Communities101507

Slide 1: Designing and Enabling Communities Christina Wodtke PublicSquare | http://www.publicsquarehq.com

Slide 2: Me?

Slide 3: You What do you want?

Slide 4: Jargon Check • • Social Media Twitter • • Social Software Facebook • • The Social Web LinkedIn • • The Social Graph MySpace • • Communities Flickr • Web 2.0 • UGC

Slide 5: What is community, really?

Slide 6: Social XXX • Usenet • Forums • Email • Mailing lists • Groupware • Social Networks Social Software can be Services loosely defined as software which supports, extends, or • Social Software derives added value from, human social behavior - • Social Media message-boards, musical taste-sharing, photo- sharing, instant messaging, mailing lists, social networking.

Slide 7: Credit Tim O’Reilly

Slide 8: David Armano: graphic Tim O’Reilly quote and list

Slide 9: Virtual Community A virtual space supported by computer-based information technology, centered upon communication and interaction of participants to generate member-driven content, resulting in relationships being built up. (Lee & Vogel, 2003)

Slide 10: Webb/Butterfield/Smith Model Based on Matt Webb, Stewart Butterfield’s and Gene Smith’s writings

Slide 11: The Social Web is a digital space where data about human interactions is as important as other data types for providing value Community is when those humans care about each other.

Slide 12: Where is all this happening?

Slide 13: Where does community happen? • Blogs – LiveJournal, Blogger, Typepad, WordPress • Wikis – JotSpot (Google), Wikispaces • Social Networks – Facebook, Twitter, LinkedIn, • Social Media – Ohmynews, Newsvine, Flickr But not so much in • Tagging & Social Bookmarks – del.ico.us • Social Filtering – Digg, Reddit, StumbledUpon

Slide 16: When do I have to do something about all this?

Slide 17: When? Are you waiting for Web 4.0?

Slide 18: Credits: Tim O’Reilly’s The Facebook Application Platform and compete, a a site for web metrics

Slide 19: • MySpace: 170 million unique users • Blogger: 18.5 million unique users • Classmates: 12.9 million unique users • YouTube: 12.5 million unique users (65.000 uploads a day) • MSN Groups: 10.6 million unique users • 55% of US teenagers use social networking sites

Slide 20: Now No time like the present

Slide 21: Why?

Slide 22: Trebor Scholz http://collectivate.net

Slide 23: 8 days after a video was posted showing how to pick the lock in 30 seconds using a pen Kryptonite recalled 380,000 locks

Slide 24: Your users have something to tell you. If you don’t give them a way to communicate, they will find one. Trebor Scholz http://collectivate.net

Slide 26: “I could go on with the benefits of building relationships rather than SEO campaigns, such as: – Longevity and customer retention, not to mention repeat customers – Bug tracking and community policing (ie. Flickr’s ‘Flag this photo as “may offend”?’) – Amplified word of mouth – Built in market research Tara Hunt – Buying ads is bloody expensive”

Slide 27: “HOLD ON A SEC...are social features economically viable? 2. Direct contact with people wh make you successful 3. Amplify customer opinion 4. Data, data, and more data 5. Reduce support costs Joshua 6. Engender Trust to form lastin Porter relationships”

Slide 28: How?

Slide 29: Psychology Reference: bokardo.com

Slide 31: The Social Web is built here, from love and esteem

Slide 32: O’Reilly Report on Facebook The Facebook Application Platform

Slide 33: Motivation for hours (and hours and hours) of work

Slide 34: Motivations • Social connectedness • Psychological well-being • Gratification • Material gain

Slide 35: Kollock’s 4 Motivations for Contributing 1. Reciprocity 2. Reputation 3. Increased sense of efficacy 4. Attachment to and need of a group

Slide 36: Reciprocity

Slide 37: Reputation What's the motivation of behind these people actually interacting and people want to participating? … share with the community what they believe to be important …. and they want to see their name in lights. They want to see their little icon on the front page, their username on the front page, so other people can see it.

Slide 38: Increased sense of efficacy

Slide 39: Attachment to and need of a group

Slide 40: he New Third Place? “All great societies provide informal meeting places, like the Forum in ancient Rome or a contemporary English pub. But since World War II, America has ceased doing so. The neighborhood tavern hasn't followed the middle class out to the suburbs...” -- Ray Oldenburg

Slide 41: Pro VS Con • • Intrusion into the Personal Pleasure of creation • • Market research, Ads, New friendships, romance content swindled away • Share their life experience • Commodification of • Archive their memories intimacy (dating sites) • Effective job hunting • Spam (weak ties research) • Collective intelligence • Contribute to the greater reinforces mob behavior good • It’s good to go outside • Social enjoyment • Ease of contact on SNs • Maximum convenience may erode social skills

Slide 42: Marketing Sneaks In

Slide 43: \"The debate keeps getting framed as if the only true alternative were to opt out of media altogether and live in the woods, eating acorns and lizards and reading only books published on recycled paper by small alternative presses\" Convergence Culture, Henry Jenkins

Slide 44: Strategize a community exercise Presence Sharing Reputation Identity Groups Conversations Relationships

Slide 45: “Strategy is knowing what not to do” Michael Porter

Slide 46: Break... please be back at 2:45 pm...

Slide 47: Webb/Butterfield/Smith Model Based on Matt Webb, Stewart Butterfield’s and Gene Smith’s writings

Slide 48: 1.) If you were going to build a piece of social software to support large and long-lived groups, what would you design for? The first thing you would design for is handles the user can invest in. Clay Shirky, A Group Is Its Own Worst Enemy http://shirky.com/writings/group_ene my.html

Slide 49: Identity Identity • Avatar • Profile • Activity • Collections

Slide 50: Identity is Context Based Facebook- Personal LinkedIN - Professional

Slide 51: Presence

Slide 52: Presence Presence • Status • History • Statistics • Signs of Life • Company

Slide 53: Presence Presence • Status • History • Statistics • Signs of Life • Company

Slide 54: 2.) Second, you have to design a way for there to be members in good standing. Have to design some way in which good works get recognized. The minimal way is, posts appear with identity. You can do more sophisticated things like having formal karma or \"member since.\"

Slide 55: Reputation

Slide 56: Relationships

Slide 57: Missing block? 3.) Three, you need barriers to participation. This is one of the things that killed Usenet. You have to have some cost to either join or participate, if not at the lowest level, then at higher levels. … anyone can read Slashdot, anonymous cowards can post, non- anonymous cowards can post with a higher rating. But to moderate, you really have to have been around for a while.

Slide 58: Groups Groups • Norms - Vilifi catio n - Ven erati on - Rule s

Slide 59: Norms Missing block?

Slide 60: Veneration Vilification

Slide 61: Conversations

Slide 63: 4.) And, finally, you have to find a way to spare the group from scale. Scale alone kills conversations, because conversations require dense two-way conversations. [Dunbar] found that the MAXIMUM number of people that a person could keep up with socially at any given time, gossip maintenance, was 150. This doesn't mean that people don't have 150 people in their social network, but that they only keep tabs on 150 people max at any given point.

Slide 64: Sharing

Slide 65: Self Presence Publish? Sharing Reputation Purpose/ Activity Identity Passion? Groups Planning? Caretakers? Collectively Relationships Rate? Rules & Co-Creation? Repercussions Community Conversations

Slide 66: Planning? Collectively Rate? Co-Creation? Rules & Repercussions Publish? Caretakers? Purpose/ Passion?

Slide 67: Design a community exercise Presence Sharing Reputation Identity Groups Conversations Relationships

Slide 68: Simple (hard) Steps • Have a compelling idea • Seed • Someone must live on the site – Community manager or you • Make the rules clear (and short) – Write a good TOS • Punish swiftly and nicely • Reward contributions • Spread the work out • Adapt to Community Norms • Apologize publicly, swiftly and frequently • Simple good software that grows with group

Slide 69: Does Software Matter? Joel Spolsky, Joel on Robin Miller, Cofounder of Software Slahdot

Slide 70: Probably not

Slide 71: Your take? Christina Wodtke http://www.slideshare.net/cwodtke http://www.publicquarehq.com

Slide 72: Where I store my acorns (of knowledge, ‘cause I’m squirrelly) http://www.slideshare.net/cwodtke http://del.icio.us/cwodtke/SocialMedia http://www.eleganthack.com/blog http://www.boxesandarrows.com/person/9-cwod

Slide 73: Patterns • Self Groups – • Norms Identity • Vilification – Avatar • Veneration – Profile • Interaction – Activity – Jargon – Recommendations – Collective Choices • Presence – Rules – Status – History Actions – Statistics • Conversations – Signs of Life – Public – Keep Company – Private • Reputation – Caretakers – Rules • Sharing – Ratings – Things – Activities Community – Progress • Relationships – Secrets – Add/remove friends – Define relationship – Initiate relationship http://social.itp.nyu.edu/shirky/wiki/?n=Main.PatternLanguage http://barcamp.org/BarCampBlockSocialMediaDesignPatterns