Designing for Social Sharing
Rashmi Sinha
www.uzanto.com
www.rashmisinha.com
2
browsing alone
Part I: Why NOW?
4
The web has
become a
social sphere
5
Who isonline
 Broadband
penetration isat
more than 50%
From Pew Internet Research, for US only
6
From Pew Internet Research, for US only
Just for fun!
34%men, 26%women
37%of 18-29 yrs old, and 20%of 65
and over
go online, on any given day, just for
fun…
From ...
8
The web has
become a
social sphere
Massively
multiplayer
online games
9
6.5 million people
WOWismillionsof people with diverse
backgroundscollaborating,socializing,and
learning while having fun. It representsthe
f...
11
240,000 users
12WellsFargo StageCoach Island
13American Apparel
14
Four drawsof such games
 the ability to socialize
 an achievement system that givesplayersan
incentive to improve
 c...
15
Alone together
 Social interaction in online gaming (Ducheneaut
et al. 2006)
 Surrounded by others.Feel their presenc...
16
The web has
become a
social sphere
Massively
multiplayer
online games
Rich
interfaces
enable richer
interactions
17
Part II
Part II: What issocial
sharing?
19
20
Hi
I found you while I wassearching my
network at LinkedIn. Let'sconnect directly,
so we can help each other with refer...
21
1) I am linked to ->
-> to you --->
--->You are linked to her ->
---> so on…
How it works
•Individualsconnected to each...
Object mediated social networks
“… call for the rethinking of sociality
along linesthat include objectsin
the concept of s...
23
Coffee Dance performance Tomatoes
24
Second generation social
networks
 Put objectsat the center
 Social sharing
 Tagging
 Viral sharing
 Social NewsCr...
25
1) I share my pics->
-> with you --->
-->You share your pics->
---> with him
How it works
•People share objectsand watc...
26
1) I send video I like ->
-> to you. You passon -->
--> to her, who sendson
to her, who passeson…
How it works
•Individ...
27
1) I tag my bookmarks
-> you see my tags
-->You share your tags->
How it works
•Saving & tagging your stuff (creating b...
28
1) I find interesting story
-> you rate story
-->Othersrate stories
How it works
•Finding and rating stories
•Popular s...
29
Objectsinvite usto
 Connect
 Play
 React
 Reach out
Part III: So you want to
design for social sharing?
31
Forget the ipod!
32
Give up control
Thisismessy!
Some principles…
34
1: Make system personally useful
 For end-user system should have strong personal use
 Memorable Personal Snippets(e....
35
Bite-sized self-expression
 Creative self-expression
 Artistic expression (Flickr,YouTube)
 Humor (YouTube)
 Indivi...
36
2: Identify symbiotic relationship
between personal & social
 Personal snippets> Social stream
 Pictures> Organized b...
37
3: Create porousboundary
between public & private
 Earlier systems
 Personal (Personal Desktop
Software, e.g., Picasa...
38
4. Allow for levelsof participation
 Everyone doesnot need to create!
 Implicit creation (creating by consuming)
 Re...
39
Why do people digg?
“commenting, digging, burying comments,
typing descriptions, reading hundredsof
articlesand…
…for a...
40
how to encourage participation
 Insightsfrom Social Psychology
 Highlight unique contribution
 Allow for smaller loc...
41
5. Let people feel the presence
of others
 What pathsare well
worn
 User profiles/
photos
 Real-time updating
 Like...
42
6. And yet, momentsof
Independence…
 Choreography: when
alone, when part of group
 Prevent mobs
 Don’t make it too e...
43
Allow for alternative
viewpoints& perspectives
 Social sharing can lead to tyranny of
dominant view
 People of a grou...
44
Create conditionsfor wise
crowds
 Cognitive Diversity
 Independence
 Decentralization
 Easy Aggregation
45
Wise Crowds: Cognitive Diversity
 Need many perspectivesfor good answers
 Groupsbecome homogenous
 Membersbring less...
46
Wise Crowds: Independence
 Keepspeople’smistakesfrom getting correlated
(uncorrelated mistakesaveraged out)
 Encourag...
47
Wise Crowds: Decentralization
“A crowd of decentralized people working to
solve a problem on their own without any
cent...
48
Wise Crowds: Easy Aggregation
 A decentralized system can pick right
solution
 With easy way for information to be
ag...
49
7. Enable Serendipity
 Don’t make navigation all about popularity
 Accessto some popular stuff (keep thisfast moving)...
50
8. Most of all, allow for play
51
Thingsto try at home!
 Create an account on myspace.com
 Read Emergence, Wisdom of Crowds
 Play a Multiplayer Online...
Questions?
www.rashmisinha.com
www.uzanto.com
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Design For Social Sharing

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  • http://www.flickr.com/photo_zoom.gne?id=2939327&size=o
    Traditionally browsing alone has been the dominant paradigm
  • Reference: http://www.pewinternet.org/PPF/r/175/report_display.asp
  • Real time collaboration and updating provides a very different feel to the web than static or even dynamic web pages. You feel the social presence of people something we are used to in real life. For example, I am standing here, and I can see, feel, hear all of you. For example, take a look at DiggSpy, where you can watch what people have been digging.
    This allows a whole new level of socability. It lets you feel the presence of groups of people.
  • So what is social sharing. Lets start with what its not. Its not the social networks of 2001. How many of you are on Frienster and LinkedIN. How many of you have sent that awkward sounding email to your friends. Hi I found you while
  • Lets go back, back to 2001. Back to the beginning of social networks. Remember the excitement. How many of you have seen such a diagram? How many of you are a member of such a network?
  • But how do we really connect?
  • Encourages independence
    Takes advantage of tacit knowledge
    People have specialized knowledge
    Need some type of loose coordination
  • Design For Social Sharing

    1. 1. Designing for Social Sharing Rashmi Sinha www.uzanto.com www.rashmisinha.com
    2. 2. 2 browsing alone
    3. 3. Part I: Why NOW?
    4. 4. 4 The web has become a social sphere
    5. 5. 5 Who isonline  Broadband penetration isat more than 50% From Pew Internet Research, for US only
    6. 6. 6 From Pew Internet Research, for US only
    7. 7. Just for fun! 34%men, 26%women 37%of 18-29 yrs old, and 20%of 65 and over go online, on any given day, just for fun… From Pew Internet Research, for US only
    8. 8. 8 The web has become a social sphere Massively multiplayer online games
    9. 9. 9 6.5 million people
    10. 10. WOWismillionsof people with diverse backgroundscollaborating,socializing,and learning while having fun. It representsthe future of real-time collaborative teamsin an always-on, diversity-intensive,real-time environment. WOW is a glimpse into our future. Joi Ito in Wired Magazine
    11. 11. 11 240,000 users
    12. 12. 12WellsFargo StageCoach Island
    13. 13. 13American Apparel
    14. 14. 14 Four drawsof such games  the ability to socialize  an achievement system that givesplayersan incentive to improve  complex and satisfying strategy that makes combat fun  underlying narrative that playerswant to learn more about  Many gamesalso update continuously, adding featuresand addressing user requests
    15. 15. 15 Alone together  Social interaction in online gaming (Ducheneaut et al. 2006)  Surrounded by others.Feel their presence,not interacting all the time  Analogy: Reading book in a cafe  Spectacle:Performing for an audience  Analogy: Playing pinball with otherswatching  Social facilitation (Zajonc, 1960)  Improved performance in presence of others(even if presence ispassive)  Observed even in cockroaches!
    16. 16. 16 The web has become a social sphere Massively multiplayer online games Rich interfaces enable richer interactions
    17. 17. 17 Part II
    18. 18. Part II: What issocial sharing?
    19. 19. 19
    20. 20. 20 Hi I found you while I wassearching my network at LinkedIn. Let'sconnect directly, so we can help each other with referrals. If we connect, both of our networkswill grow. To add me asyour connection, just follow the link below.
    21. 21. 21 1) I am linked to -> -> to you ---> --->You are linked to her -> ---> so on… How it works •Individualsconnected to each other •Relationshipscan be marked,hubsidentified •Concept of six degreesof separation •“Are you my friend” type of awkwardness First generation Social Networks (Friendster, LinkedIn…)
    22. 22. Object mediated social networks “… call for the rethinking of sociality along linesthat include objectsin the concept of social relations.” Katrin-Knorr Cetina
    23. 23. 23 Coffee Dance performance Tomatoes
    24. 24. 24 Second generation social networks  Put objectsat the center  Social sharing  Tagging  Viral sharing  Social NewsCreation
    25. 25. 25 1) I share my pics-> -> with you ---> -->You share your pics-> ---> with him How it works •People share objectsand watch others •Social connectionsare through objects •Formation of social streamsof information with emergence of popular, interesting items Social sharing of our stuff (social networks with objectsin between) e.g., Flickr, Yahoo answers
    26. 26. 26 1) I send video I like -> -> to you. You passon --> --> to her, who sendson to her, who passeson… How it works •Individual to individual to individual •Popularity based navigation helpstrack “viral” items Viral sharing (passing on interesting stuff) e.g., YouTube videos
    27. 27. 27 1) I tag my bookmarks -> you see my tags -->You share your tags-> How it works •Saving & tagging your stuff (creating bookmarks). •Tagsmediate social connections •Formation of social/conceptual information streams. Emergence of popular, interesting items Tag-based social sharing (linked by concepts…) e.g., Flickr, del.icio.us politics lebanon Global voices politics technology Global voices web JAVA CNN networksblogs science science science brain
    28. 28. 28 1) I find interesting story -> you rate story -->Othersrate stories How it works •Finding and rating stories •Popular storiesrise to top Social news creation (rating newsstories) e.g., digg,Newsvine 5 4
    29. 29. 29 Objectsinvite usto  Connect  Play  React  Reach out
    30. 30. Part III: So you want to design for social sharing?
    31. 31. 31 Forget the ipod!
    32. 32. 32 Give up control Thisismessy!
    33. 33. Some principles…
    34. 34. 34 1: Make system personally useful  For end-user system should have strong personal use  Memorable Personal Snippets(e.g.,Del.icio.us& Flickr)  Self-expression (e.g., Newsvine)  Social status:Digg  Don’t count on altruism  System should thrive on people’sselfishness
    35. 35. 35 Bite-sized self-expression  Creative self-expression  Artistic expression (Flickr,YouTube)  Humor (YouTube)  Individual piece should be small  Can create sets& lists  Do Mashups  Simple,guessable URLsfor everything  Leave room for games& social play  Appreciation  Stalking (some!)  Gossip
    36. 36. 36 2: Identify symbiotic relationship between personal & social  Personal snippets> Social stream  Pictures> Organized by Events  Music > Organized by Playlists
    37. 37. 37 3: Create porousboundary between public & private  Earlier systems  Personal (Personal Desktop Software, e.g., Picasa, EndNote)  OR Social websites(Shutterfly)  Rethink public & private  People share for the right returns  Set defaultsto public, allow easy change to private  Give user control  Over individual pieces& sets  Delete itemsfrom history  Reset /remove profile Privacy settings on Flickr
    38. 38. 38 4. Allow for levelsof participation  Everyone doesnot need to create!  Implicit creation (creating by consuming)  Remixing—adding value to others’ content Source: Bradley Horowitz’sweblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”
    39. 39. 39 Why do people digg? “commenting, digging, burying comments, typing descriptions, reading hundredsof articlesand… …for a lot of nerds, using digg isjust a casual free-time activity. Entertaining. Fun. Engaging.”
    40. 40. 40 how to encourage participation  Insightsfrom Social Psychology  Highlight unique contribution  Allow for smaller local groups  Highlight benefit to self from  Highlight benefit to group Source:Using social psychology to motivate contributionsto online communities,Ling et al.2005
    41. 41. 41 5. Let people feel the presence of others  What pathsare well worn  User profiles/ photos  Real-time updating  Like a conversation  Sense that others are out there What people are digging right now!
    42. 42. 42 6. And yet, momentsof Independence…  Choreography: when alone, when part of group  Prevent mobs  Don’t make it too easy to mimic others  Incentivesfor originality & uniqueness
    43. 43. 43 Allow for alternative viewpoints& perspectives  Social sharing can lead to tyranny of dominant view  People of a group agree  Viewpoint risesto top (popularity lists, tag clouds)
    44. 44. 44 Create conditionsfor wise crowds  Cognitive Diversity  Independence  Decentralization  Easy Aggregation
    45. 45. 45 Wise Crowds: Cognitive Diversity  Need many perspectivesfor good answers  Groupsbecome homogenous  Membersbring lesser new information in  Diversity reducesgroupthink  Groupthink worksby shielding membersfrom outside opinions  Diversity reducesconformity  Chance that you will change opinion to match group
    46. 46. 46 Wise Crowds: Independence  Keepspeople’smistakesfrom getting correlated (uncorrelated mistakesaveraged out)  Encouragespeople to bring in new viewpoints (diversity)  Concept of Social Proof  Milgram experiment  People assume that groupsknow what they are doing  Assuming crowd iswise,leadsto herd like behavior  Can sometimeslead to good decisions  Information Cascades  Sequence of uninformed choices, building upon each other
    47. 47. 47 Wise Crowds: Decentralization “A crowd of decentralized people working to solve a problem on their own without any central effort to guide them, come up with better solutions, rather than a top-down driven solution.” Suroweicki
    48. 48. 48 Wise Crowds: Easy Aggregation  A decentralized system can pick right solution  With easy way for information to be aggregated acrosssystem  Example: voteson Digg
    49. 49. 49 7. Enable Serendipity  Don’t make navigation all about popularity  Accessto some popular stuff (keep thisfast moving)  Make the “long tail” accessible  Popularity asa jump off point to other waysof exploring  Provide personalization  Recommendationsusing collaborative filtering  Similar tags, content, others  Ad-hoc groups?
    50. 50. 50 8. Most of all, allow for play
    51. 51. 51 Thingsto try at home!  Create an account on myspace.com  Read Emergence, Wisdom of Crowds  Play a Multiplayer Online Game (WOW, Second Life)  Play with an API (try GoogleMapsAPI)  Try a mobile social application (DodgeBall)  Ask your friendswhat they find “fun” on the web
    52. 52. Questions? www.rashmisinha.com www.uzanto.com

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