The Social Webis a digital space where data abouthuman interactions is as importantas other data types for providingvalueCommunityis when those humans care abouteach other.
Social XXX• Usenet Social Software can be loosely• Forums defined as software which• Email supports, extends, or Nothing Newderives added value from,• Mailing lists human social behavior -• Groupware message-boards, musical• Social Networks Services taste-sharing, photo-• Social Software sharing, instant messaging,• Social Media mailing lists, social networking.
8 days after a video was posted showinghow to pick the lock in 30 seconds using apen Kryptonite recalled 380,000 locks
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
“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 – Buying ads is bloody expensive”Tara Hunt
“HOLD ON A SEC...are social feature economically viable? 1. Direct contact with people who make you successful 2. Amplify customer opinion 3. Data, data, and more data 4. Reduce support costsJoshua 5. Engender Trust to form lastingPorter relationships”
ReputationWhats the motivation of behind thesepeople actually interacting and people want toparticipating? …share with the communitywhat they believe to beimportant …. and they want tosee their name in lights. Theywant to see their little icon on the frontpage, their username on the front page, soother people can see it.
The 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 hasnt followed the middle class out to the suburbs...” -- Ray Oldenburg
205 Structure Follows SocialSpacesConflictNo building ever feels right to the people init unless the physical spaces (defined bycolumns, walls, and ceilings) are congruentwith the social spaces (defined by activitiesand human groups).ResolutionA first principle of construction; on noaccount allow the engineering to dictatethe buildings form. Place the load bearingelements- the columns and the walls andfloors- according to the social spaces of thebuilding; never modify the social spaces toconform to the engineering structure of thebuilding.
36. Degrees of publicnessConflict: People are different,and the way they want to placetheir houses in a neighborhoodis one of the most basic kinds ofdifference.Resolution: Make a clear distinctionbetween three kinds of homes―thoseon quiet backwaters, those on busystreets, and those that are more or lessin-between. Make sure that those on quietbackwaters are on twisting paths, and that these housesare themselves physically secluded; make sure that themore public houses are on busy streets with manypeople passing by all day long and that the housesthemselves are exposed to the passers-by. The in-between houses may then be located on the pathshalfway between the other two. Give everyneighborhood about an equal number of these threekinds of homes.
Identity Social SpaceActivity Relationships Distribution (Viral)
TOWNS The language begins with patterns that define towns and communities. These patterns can never be designed or built in one fell swoop - but patient piecemeal growth, designed in such a way that every individual act is always helping to create or generate these larger global patterns, will, slowly and surely, over the years, make a community that has these global patterns in it. BUILDINGS We now start that part of the language which gives shape to individual buildings. These are the patterns which can be "designed) or "built”- the patterns which define the individual buildings and the space between buildings; where we are dealing for the first time with Patterns that are under the control of individuals or small groups of individuals, who are able to build the patterns all at once:
profile Identity presence reputation Social Share Contacts Space Activity RelationshipsCollab Convos Groups Attention Distribution (Viral)
StrategizeExercise 1: brainstorm a new feature or site area that brings a appropriate community to your website. Things to think about: • Business goals: how does this community further the needs of the company? • User goals: what makes this community attractive in a time when they have a hundred other places vying for their attention. What is the personal worth of the tools? • What if no one shows up, can it still have value? • Community nature: will this be a true community, or will this be a collective wisdom tool? Think about the spectrum. • Approach to Creation: can you partner. rather than build?
1.) If you were going to build apiece 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_ enemy.html
Presence •Status Presence •History •Statistics •Signs of Life •Keeping me Company
2.) Second, you have to design a way for there to be members in good standing. Have to design some way in which goodworks get recognized. The minimal way is, posts appear with identity. Youcan do more sophisticated things like having formal karma or "member since."
Reputation is…Information used to make a value judgment about an object or person…
you have to find a way to spare the group from scale. Scale alone kills conversations,because conversations requiredense 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 doesnt mean that people dont have 150 people in their social network, but that they only keep tabs on 150 people max at any given point.
The AOF Method• 1. Defining your Activity• 2. Identifying your Social Objects• 3. Choosing your Features Courtesy of Joshua Porter. Check out bokardo.com!
Classic Question• Who are your users?Better Question• What are your users doing? • What do people have to do to make you successful? • What are you making people better at? • What are your users passionate about?
The term “social networking” makes little senseif we leave out the objects that mediate the tiesbetween people. Think about the object as thereason why people affiliate with each specificother and not just anyone. Jyri Engeström
What are Social Objects?• Social objects can be ideas, people, or physical objects.• Social objects influence social interaction...they change the way people interact with each other.• By interacting through/with social objects, people meet others they might not otherwise know.• Social objects can be the reason why people have an interaction or form a relationship. Joshua Porter (bokardo.com)
Community Management• Who’s going to do what? – Participate in your community• Who will handle complaints? – CRM or GetSatisfaction?• What is the resource commitment?• What is the core functionality• What are the phased releases?• Will you learn from your mistakes?
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
Does Software Matter? Joel Spolsky, Joel on SoftwareRobin Miller, Cofounder ofSlahdot