1
Beta
Yahoo Presentation

2
trustmojo.com

3
Blog
Reputation and Fingerspitzgefühl
The System of Reputation
Your Vulnerability Makes Me Trust You
“Can I trust Wikipedia?”
Television vs Web 2.0
Lying Autonomous Agents
Money is Dead
My Friend’s Boss Has Little Relevance To Me

4

5
flickr.com/photos/alexanderljung

6
4
Stories about Trust

7
First Story
Mary & eBay

8
Mary

9
Mary Sells Soft Animals On eBay

10
Trustworthy

11
Investment

12
Deal goes bad

13
Negative feedback

14
!

15
Retaliation?

16
Trustworthy

17
Investment

18
Community value vs personal
risk?

19
eBay lacks negative feedback

20
...and has to much positive

21
Result?

22
Ratings

23
85-99%

24
What has happened?

25
Social cue

26
Objective – deceptive

27
Multi-dimensional phenomena
One-dimensional value
Multi-dimensional social cue

28
Obfuscating the objectivity

29
Need for literacy

30
Summary

31
Second Story
Rating Your Friends

32
Adam

33
The Genius Workshop

34
Ratings arrive

35
“Google has given us (unasked) a new
feature to rate posts. I don’t like it.
Actually, I really hate it. Feel free to
ignore it. In fact, please ignore it. I’m
trying to find out if we can turn it off.”
Ratings arrive

36
?

37
Gemeinschaft
&
Gesellschaft
Tönnies 1887

38
Dichotomies
Gemeinschaft Gesellschaft
Village City
Informal Formal
Quality Quantity
Intimacy Distance
A lot of trust Lack of trust

39
Informal turned into formal

40
Types of trust
Calculus-based trust
&
Identification-based trust

41
Summary

42
Third Story
Granovetter &
Trusted email

43
Jennifer Golbeck & James Hendler

44
TrustMail

45
Rate your contacts

46
Contacts rate their contacts

47
Transitive trust

48
Trust score as relevance

49
Great – my inbox is chaos

50
I need help

51
But...

52
Overall trust score?

53
Cross-context?

54
Post-modern identity

55
Eric

56
Link-Eric
Link-Alex high high Stamp-Mike
Stamp-Eric
high?

57
Trust is not transitive across
different facets of identity

58
Overall trust?

59
Close friends
Friends of Friends
Close Friends
you
me
Weak Tie

60
Summary

61
Fourth Story
Delicious Friends

62
del.icio.us/ericwahlforss

63
Social networking by URL

64
Tagcloud scanning

65
del.icio.us/24thcentury

66
Googlestalking

67
flickr.com/photos/24thcentury

68
“Good Sleuthing. I am, indeed, the
24thcentury on del.icio.us. And this is
the most social I have been involved
with bookmarking.”
Contact

69
?

70
It works

71
I trust you–do you trust me?

72
Trust by similarity

73
In the same boat

74
Summary

75
Moral of all the Stories?

76
No Panacea

77
Trust in trust!

78
Our Research Today

79
“Trust is a mechanism for the reduction
of social complexity.” (N. Luhmann)

80
“One leaves others an opportunity to
harm one when one trusts, and also
shows one’s confidence that they will
not take it.” (A. Bater)

81
Trust Structures
Gemeinschaft and Gesellschaft
Identification- and calculus-based trust
Different contexts – different games
Web services as modern institutions
Case-study on web 2.0 services

82
MicroTrust
“Trust Your Instincts”
The unconscious guide in the complexity of everyday life
Where do I direct my attention?
Too fast to calculate, based on habit and recognition
Low cognitive capacity
Online literacy

83