Social Software can be loosely defined as software which supports, extends, or derives added value from, human social behavior - message-boards, musical taste-sharing, photo-sharing, instant messaging, mailing lists, social networking.
Social Networks Services
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.
What kind of social functionality do you need? Social Features Social Marketing Social Support When you want to leverage your customers to promote your product Customers help each other to reduce support costs Your site is social at the core: blogs, networks, photosharing.
Maslow’s Hierarchy of Needs 5. Self-Actualization 4. Esteem 3. Love/Belonging 2. Safety 1. Physiological Morality, Creativity. Spontaneity, Problem solving, Lack of prejudice Self-esteem, Confidence, Achievement, Respect by others Friendship, Family, Sexual intimacy Security of body, or employment, of resources, Of morality, or the family, of health , of property Breathing, Food, Water, Sex, Sleep, Homeostasis, Excretion
Maslow’s Hierarchy of Needs Self-Actualization Esteem Love/Belonging Safety Physiological The Social Web is built here, from love and esteem
Motivation for hours (and hours and hours) of work
What's the motivation of behind these people actually interacting and participating? … people want to 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. 2. Reputation
“ 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
205 Structure Follows Social Spaces Conflict No building ever feels right to the people in it unless the physical spaces (defined by columns, walls, and ceilings) are congruent with the social spaces (defined by activities and human groups). Resolution A first principle of construction; on no account allow the engineering to dictate the building's form. Place the load bearing elements- the columns and the walls and floors- according to the social spaces of the building; never modify the social spaces to conform to the engineering structure of the building.
36. Degrees of publicness Conflict: People are different, and the way they want to place their houses in a neighborhood is one of the most basic kinds of difference. Resolution: Make a clear distinction between three kinds of homes―those on quiet backwaters, those on busy streets, and those that are more or less in-between. Make sure that those on quiet backwaters are on twisting paths, and that these houses are themselves physically secluded; make sure that the more public houses are on busy streets with many people passing by all day long and that the houses themselves are exposed to the passers-by. The in-between houses may then be located on the paths halfway between the other two. Give every neighborhood about an equal number of these three kinds of homes.
Identity Activity Relationships Social Space Invitations Distribution (Viral) Sign-up
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:
Social Space presence Sign-up Invitations Distribution (Viral) Relationships Identity Activity Invitations Collab Comm Share Groups Attention Contacts Presence Reputation Profile Sign-up
Strategize Exercise 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?
PROFILE 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_enemy.html
REPUTATION 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."
Raw activity statistics. Examples: number of reviews posted, number of transactions completed.
Scores and distinctions. Examples: star ratings (such as Amazon reviews), numerical scores (eBay’s feedback score), numbered levels or named member tiers (Slashdot’s “moderator” and “meta-moderator” tiers) or achievement badges (eBay power seller, Amazon Top Reviewer).
Leaderboards and other methods of displaying relative user rankings. Examples: the list of top Amazon reviewers; Epinions’ author popularity ranking.
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.
Types of relationships Contacts Groups Attention
The term “social networking” makes little sense if we leave out the objects that mediate the ties between people. Think about the object as the reason why people affiliate with each specific other and not just anyone.
Verb! That’s what’s happening… Nouns (objects) Verbs (actions) Social Verbs (viral actions) Videos Play, stop, edit, store upload Share, comment on, embed in blog, rate, reply to Articles Read, archive, quote, print Share, comment on, annotate, link to Photos Store, view, add to favorites, digitally edit, make prints Share, comment on, embed in blog, link to, tag Products Read, add to cart, purchase, add to wishlist Share, add to wedding registry, comment on rate tag, discuss, review
Conversations Initiate Comment Rate and Report Reply
“ There was the president of the Hush Puppies company, of Rockford, Michigan, population thirty-eight hundred, sharing a stage with Calvin Klein and Donna Karan and Isaac Mizrahi-and all because some kids in the East Village began combing through thrift shops for old Dukes. Fashion was at the mercy of those kids, whoever they were, and it was a wonderful thing if the kids picked you, but a scary thing, too, because it meant that cool was something you could not control . You needed someone to find cool and tell you what it was.”
Jam jar A grocery store alternated allowing customers to sample 24 different flavors of jam & 6 different flavors of jam. With 24, more people came to the table but 1/10th as many people bought jam. Barry Schwartz, Paradox of Choice
Whateevershare Adaptive Path, using “Share this” widget
Determine which activities your business will support.
Choose which metrics are most important to the health of your business.
Determine which screens support 1) and 2)
Focus like hell on those screens, testing them to make sure they work as well as you need them to.
At Blogger, we determined that our most critical metric was number of posts. An increase in posts meant that people were not just creating blogs, but updating them, and more posts would drive more readership, which would drive more users, which would drive more posts. Ev Williams - Founder of Blogger and Twitter
Durability “ Durability will be assured when foundations are carried down to the solid ground and materials wisely and liberally selected” Vitruvius
Frank Lloyd Wright’s Imperial Hotel, Japan, survived an earthquake The reflecting pool provided a source of water for fire-fighting; Cantilevered floors and balconies provided extra support for the floors; A copper roof, cannot fall on people below the way a tile roof can; Seismic separation joints, located about every 20 m along the building; Tapered walls, thicker on lower floors, increasing their strength; Suspended piping and wiring, instead of being encased in concrete, smooth curves, making them more resistant to fracture.
Social Earthquakes If people post jobs in discussion areas, any user can move them to job board If people use connection invites to spam/market, they can be reported.
“ When the arrangement of the apartments is faultless and presents no hindrance to use , and when each class of building is assigned to its suitable and appropriate exposure” Vitruvius
Sound familiar? We’re talking usability!
“ Early in life I had to choose between honest arrogance and hypocritical humility. I chose honest arrogance and have seen no occasion to change.” Frank Lloyd Wright Usonian houses were beautiful, human scaled.. And didn’t have closet space. Should we choose beauty over usability sometimes?
Human Human The Facebook Inbox is chock full of annoying non-human mails, despite the fact they know who is human and who I am connected to. Not convenient.
I call it the "Then What?" Okay, you solved all the problems, you did all the stuff, you made nice, you loved your clients, you loved the materials, you loved the city, you're a good guy, you're a good person... and then what? What do you bring to it? See his great TED talk http://www.ted.com/talks/frank_gehry_asks_then_what.html
Beauty (delight) “ when the appearance of the work is pleasing and in good taste, and when its members are in due proportion according to correct principles of symmetry.” Vitrvius
SEAGRAM BUILDING (Philip Johnson did interiors, 1957)
This logical and elegant 38-story skyscraper (525' H) has alternating horizontal bands of bronze plating and bronze-tinted glass and decorative bronze I-beams which emphasize its verticality. Placed to the rear of its site and set back from Park Avenue, it incorporates a large plaza in the front as part of the design--thus avoiding the need for set-backs. It uses granite pillars at the base and has a two-story glass-enclosed lobby.
Seagram Building New York City 1957 Is this Beautiful?
Site=Context Facebook- Personal LinkedIN - Professional
Humans don’t like empty spaces. Create starter objects – newsfeeds can be good.
Servant and Served Spaces ‘ I do not like ducts; I do not like pipes. I hate them really thoroughly, but because I hate them so thoroughly, I feel they have to be given their place . If I just hated them and took no care, I think they would invade the building and completely destroy it.’ The Notebooks and Drawings of Louis I. Kahn , 1962
Services (settings, in this case) are separated from served)
Services intergraded with served is easier to comprehend and use
Centre Pompidou was designed with services revealed rather than hidden
Revealing things usually only available to employees, such as statistics can provide interest and beauty inherit to the product.
Views Hey, it’s the Arc de Triomphe! Corbu’s surrealist apartment obscured views, rather than framed them to create interest
“ Modern Systems! Yes indeed! To approach everything in a strictly methodical manner and not to waver a hair’s breath from preconceived patterns, until genius has been strangled to death and joie de vivre stifled by the system– that is the sign of our time.” Camillo Sitte