Trustmojo Talk at Yahoo Innovation

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

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

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

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

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

Trustmojo Talk at Yahoo Innovation

by Eric Wahlforss on Apr 27, 2007

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Trustmojo Talk at Yahoo Innovation — Presentation Transcript