Designing the Social Web, Web 2.0 expo Nyc version

Designing
Social Websites
Christina Wodtke

Page about Christina

Audience question: “what do you want?” I don’t want to ask everyone to say what they want, but here I like to ask a few folks to offer “if you don’t’ get X, will you leave mad?
You
What do you want?

Twitter
Facebook
LinkedIn
MySpace
Flickr
Social Media
Social Software
Social Network
The Social Web
The Social Graph
Communities
Web 2.0
UGC
Jargon Check

What
is social, really?

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 XXX
Usenet
Forums
Email
Mailing lists
Groupware
Social Networks Services
Social Software
Social Media
Nothing New

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 do you need?
Social Marketing
Social Support
Social Sites
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.

How
do you design social?

B=f(P+E)
Behavior is a function of a Person and his Environment
- Lewin’s Equation

Understand the Person

Maslow’s Hierarchy of Needs
Morality,
Creativity.
Spontaneity,
Problem solving,
Lack of prejudice
5. Self-Actualization
4. Esteem
3. Love/Belonging
2. Safety
1. Physiological
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

O’Reilly Report on Facebook
The Facebook Application Platform

Motivation for hours
(and hours and hours)
of work

Kollock’s 4 Motivationsfor Contributing
Reciprocity
Reputation
Increased sense of efficacy
Attachment to and need of a group
- Peter Kollock, UCLA

Reciprocity

Reputation
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.

Increased sense of efficacy

Attachment to and need of a group

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 hasn't followed the middle class out to the suburbs...” -- Ray Oldenburg

Design the Environment

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.

Create space by building around it

Identity
Sign-up
Invitations
Social
Space
Activity
Relationships
Distribution (Viral)

Share
Contacts
Profile
Identity
Sign-up
Sign-up
Invitations
Invitations
presence
Collab
Comm
Groups
Attention
Presence
Reputation
Social
Space
Relationships
Activity

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
Presence
Reputa-tion
Identity

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.
Profile
Clay Shirky, A Group Is Its Own Worst Enemy
http://shirky.com/writings/group_enemy.html

Profile
Avatar
Biography
Collections
History

Identity is Context Based
Facebook- Personal
LinkedIN - Professional

Avatar

Collections

Presence

Presence
Signs of life
Status
History
Company

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."
Reputation

Reputation is…
Information used to make avalue judgment about an object or person…

Reputations
Named levels
Badging
Rating
Points

Strategize
Exercise 2: what elements do you need for identity?
Profile
Presence
Reputation

Site Optimization: Sign-up
Tiny changes that yield big wins
Identity
Sign-up
Invitations
Social
Space
Activity
Relationships

Placement

Flow – Quiz 
2
3
1

Flow
3
2
4
1

Organization
Entrees

Finishing Touches
A. $12.99
B. 12
C. twelve
Increases the bill by and average of $5.55

Avoid Embarassment
Market Price

Increasing Conversion
Users Entering Flow
Users Completing Flow
Increase Entry Points
Increase social outreach
Make it dead simple
Hold their hand
Reward them
Introduce social learning throughout these flows to teach the user how to user the site

Registration
Registered users is a key metric for success
Once a user is registered:
You have a way to reach out to them
You have some key demographics to advertise against

First Impressions

Subject Line Checklist

Email Content

Registration

People you know are already here

Contacts
Groups
Attention
Relationships

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.

Contacts
Groups
Attention
Types of relationships

Groups
• 1.8% of all users write more
than 70% of all Wikipedia
articles
• .003% of digg’s users are
responsible for 56% of the
stories on the site’s home page
• .o64% creator to consumer
ration on YouTube
Source: http://www.lukew.com/ff/entry.asp?448

Attention
Twitter Users
• 10% of users account for 90%
of production
• 50% have not updated status in
past 7 days
• 55% are not following anyone
• 52% have no followers
Source: Inside Twitter study, Sysomos June 2009
State of the Twittersphere, Hubspot, June 2009

Connections
• 10% of users account for
30% of production
• 12% of Facebook users
update their status daily
• 40% of Facebook users have
updated status in past 7 days
• 1.89% of page views are
contribution (photos,
content, videos, events)
Source: Facebook statistics: http://www.facebook.com/press/info.php?statistics
Facebook app data for friend updates (300+ users)

Invite Optimization
Jennifer Ruffner
Identity
Sign-up
Invitations
Social
Space
Activity
Relationships

Invitations
Viral distribution increases the number of unique users on the site
People that are connected are more active
When they enter that flow you can present them with more interactions that they are more wiling to take

Sending Invitations

Receiving Invitations

Strategize
Exercise 3: what kinds of relationships will you support?
Contacts
Groups
Attention

Share
Collaborate
Communicate
Activity

The AOF Method
Defining your Activity
Identifying your Social Objects
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?

2. Identifying yourSocial Objects

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.
JyriEngeström

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)

3. Choosing your Features

Verb! That’s what’s happening…

Conversations
Comment
Initiate
Rate and Report
Reply

Talking about talking

Sharing

Collaborate

Strategize
i.e. What are your nouns and verbs?
Exercise 4: what are the social objects and what do people do?
Share
Activity
Collab
Comm

Share
Contacts
Profile
Identity
Sign-up
Sign-up
Invitations
Invitations
presence
Collab
Comm
Groups
Attention
Presence
Reputation
Social
Space
Relationships
Activity

Viral Distribution

Gladwell
Duncan watts

“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.”
- Malcom Gladwell

Nobody knows anything. – William Goldman

B=f(P,E)
Behavior is a function of a Person and his Environment

Some Patterns

Frictionless
I think, I blink

At Hand
See it, use it

Table setting?

Impactful
Maximize reach

Email this

Newsfeed, Network Updates

Groups, Asymmetric Follow

Relationship antipatterns
High-level antipatterns
Explicit “Will you be my friend” requests
Teach a man to be phished (adactio)
Don’t break email (do-not-reply)
Auto-faux-pas (notification of rejection / unsub / delinking / re-follow)
Having to spam my friends…

Targeted
Features for the most useful users

Outreach
Social seo

Whateevershare
Adaptive Path, using “Share this” widget

Pick your channels
New York Times
Slideshare

Checklist
Frictionless
Impactful
Targeted
Outreach

Distribution Exercise
Think about how you will pull people in…
How do people share?
With whom do they share?
Where and how many of those tools do you place?

Questions?
Christina Wodtke
http://www.blueprintsfortheweb.com
http://www.eleganthack.com
http://www.boxesandarrows.com
@cwodtke
Jennifer Ruffner
JenniferRuffner@gmail.com
@jeng24
http://www.linkedin.com/in/jengranito

http://wildfire.gigya.com	7
http://www.slideshare.net	6
http://ratherfancy.posterous.com	4
http://ratherfancy.tumblr.com	2
https://keystone.roundarch.com	1

Designing the Social Web, Web 2.0 expo Nyc version

by cwodtke on Nov 18, 2009

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Designing the Social Web, Web 2.0 expo Nyc version — Presentation Transcript