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Designing for Social Sharing Rashmi Sinha www.uzanto.com www.rashmisinha.com
browsing alone
Part I: Why NOW?
The web has become a social sphere
Who is online <ul><li>Broadband penetration is at more than 50% </li></ul>From Pew Internet Research, for US only
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 fo...
The web has become a social sphere Massively multiplayer online games
6.5 million people
WOW is millions of people with diverse backgrounds collaborating, socializing, and learning while having fun. It represent...
240,000 users
Wells Fargo StageCoach Island
American Apparel
Four draws of such games <ul><li>the ability to socialize </li></ul><ul><li>an achievement system that gives players an in...
Alone together <ul><li>Social interaction in online gaming (Ducheneaut et al. 2006) </li></ul><ul><ul><li>Surrounded by ot...
The web has become a social sphere Massively multiplayer online games Rich interfaces enable richer interactions
Part II
Part II: What is social sharing?
 
Hi I found you while I was searching my network at LinkedIn. Let's connect directly, so we can help each other with referr...
First generation Social Networks (Friendster, LinkedIn…) 1) I am linked to ->   -> to you ---> --->You are linked to her -...
Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of...
Coffee Dance performance Tomatoes
Second generation social networks  <ul><li>Put objects at the center </li></ul><ul><ul><li>Social sharing </li></ul></ul><...
Social sharing of our stuff  (social networks with objects in between) e.g., Flickr, Yahoo answers 1) I share my pics ->  ...
Viral sharing  (passing on interesting stuff) e.g., YouTube videos 1) I send video I like  ->   -> to you. You pass on -->...
Tag-based social sharing  (linked by concepts…) e.g., Flickr, del.icio.us 1) I tag my bookmarks   -> you see my tags  -->Y...
Social news creation  (rating news stories) e.g., digg, Newsvine 1) I find interesting story   -> you rate story  -->Other...
Objects invite us to <ul><li>Connect </li></ul><ul><li>Play </li></ul><ul><li>React </li></ul><ul><li>Reach out </li></ul>
Part III: So you want to design for social sharing?
Forget the ipod!
Give up control This is messy!
Some principles…
1: Make system personally useful <ul><li>For end-user system should have strong personal use </li></ul><ul><ul><li>Memorab...
Bite-sized self-expression <ul><li>Creative self-expression </li></ul><ul><ul><li>Artistic expression (Flickr, YouTube) </...
2: Identify symbiotic relationship between personal & social <ul><li>Personal snippets > Social stream </li></ul><ul><ul><...
3: Create porous boundary between public & private <ul><li>Earlier systems </li></ul><ul><ul><li>Personal (Personal Deskto...
4. Allow for levels of participation <ul><li>Everyone does not need to create! </li></ul><ul><ul><li>Implicit creation (cr...
Why do people digg? “ commenting, digging, burying comments, typing descriptions, reading hundreds of articles and… … for ...
how to encourage participation <ul><li>Insights from Social Psychology </li></ul><ul><ul><li>Highlight unique contribution...
5. Let people feel the presence of others <ul><li>What paths are well worn </li></ul><ul><li>User profiles / photos </li><...
6. And yet, moments of Independence… <ul><li>Choreography:  when alone, when part of group </li></ul><ul><li>Prevent mobs ...
Allow for alternative viewpoints & perspectives <ul><li>Social sharing can lead to tyranny of dominant view </li></ul><ul>...
Create conditions for wise crowds <ul><li>Cognitive Diversity </li></ul><ul><li>Independence </li></ul><ul><li>Decentraliz...
Wise Crowds: Cognitive Diversity <ul><li>Need many perspectives for good answers </li></ul><ul><li>Groups become homogenou...
Wise Crowds: Independence <ul><li>Keeps people’s mistakes from getting correlated (uncorrelated mistakes averaged out) </l...
Wise Crowds: Decentralization “ A crowd of decentralized people working to solve a problem on their own without any centra...
Wise Crowds: Easy Aggregation <ul><li>A decentralized system can pick right solution  </li></ul><ul><ul><li>With easy way ...
7. Enable Serendipity  <ul><li>Don’t make navigation all about popularity </li></ul><ul><ul><li>Access to some popular stu...
8. Most of all, allow for play
Things to try at home! <ul><li>Create an account on myspace.com </li></ul><ul><li>Read Emergence, Wisdom of Crowds </li></...
Questions? www.rashmisinha.com www.uzanto.com
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Design For Social Sharing

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  • Transcript of "Design For Social Sharing"

    1. 1. Designing for Social Sharing Rashmi Sinha www.uzanto.com www.rashmisinha.com
    2. 2. browsing alone
    3. 3. Part I: Why NOW?
    4. 4. The web has become a social sphere
    5. 5. Who is online <ul><li>Broadband penetration is at more than 50% </li></ul>From Pew Internet Research, for US only
    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. The web has become a social sphere Massively multiplayer online games
    9. 9. 6.5 million people
    10. 10. WOW is millions of people with diverse backgrounds collaborating, socializing, and learning while having fun. It represents the future of real-time collaborative teams in an always-on, diversity-intensive, real-time environment. WOW is a glimpse into our future. Joi Ito in Wired Magazine
    11. 11. 240,000 users
    12. 12. Wells Fargo StageCoach Island
    13. 13. American Apparel
    14. 14. Four draws of such games <ul><li>the ability to socialize </li></ul><ul><li>an achievement system that gives players an incentive to improve </li></ul><ul><li>complex and satisfying strategy that makes combat fun </li></ul><ul><li>underlying narrative that players want to learn more about </li></ul><ul><li>Many games also update continuously, adding features and addressing user requests </li></ul>
    15. 15. Alone together <ul><li>Social interaction in online gaming (Ducheneaut et al. 2006) </li></ul><ul><ul><li>Surrounded by others. Feel their presence, not interacting all the time </li></ul></ul><ul><ul><ul><li>Analogy: Reading book in a cafe </li></ul></ul></ul><ul><ul><li>Spectacle: Performing for an audience </li></ul></ul><ul><ul><ul><li>Analogy: Playing pinball with others watching </li></ul></ul></ul><ul><li>Social facilitation (Zajonc, 1960) </li></ul><ul><ul><li>Improved performance in presence of others (even if presence is passive) </li></ul></ul><ul><ul><li>Observed even in cockroaches! </li></ul></ul>
    16. 16. The web has become a social sphere Massively multiplayer online games Rich interfaces enable richer interactions
    17. 17. Part II
    18. 18. Part II: What is social sharing?
    19. 20. Hi I found you while I was searching my network at LinkedIn. Let's connect directly, so we can help each other with referrals. If we connect, both of our networks will grow. To add me as your connection, just follow the link below.
    20. 21. First generation Social Networks (Friendster, LinkedIn…) 1) I am linked to -> -> to you ---> --->You are linked to her -> ---> so on… <ul><li>How it works </li></ul><ul><li>Individuals connected to each other </li></ul><ul><li>Relationships can be marked, hubs identified </li></ul><ul><li>Concept of six degrees of separation </li></ul><ul><li>“ Are you my friend” type of awkwardness </li></ul>
    21. 22. Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of social relations.” Katrin-Knorr Cetina
    22. 23. Coffee Dance performance Tomatoes
    23. 24. Second generation social networks <ul><li>Put objects at the center </li></ul><ul><ul><li>Social sharing </li></ul></ul><ul><ul><li>Tagging </li></ul></ul><ul><ul><li>Viral sharing </li></ul></ul><ul><ul><li>Social News Creation </li></ul></ul>
    24. 25. Social sharing of our stuff (social networks with objects in between) e.g., Flickr, Yahoo answers 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him <ul><li>How it works </li></ul><ul><li>People share objects and watch others </li></ul><ul><li>Social connections are through objects </li></ul><ul><li>Formation of social streams of information with emergence of popular, interesting items </li></ul>
    25. 26. Viral sharing (passing on interesting stuff) e.g., YouTube videos 1) I send video I like -> -> to you. You pass on --> --> to her, who sends on to her, who passes on… <ul><li>How it works </li></ul><ul><li>Individual to individual to individual </li></ul><ul><li>Popularity based navigation helps track “viral” items </li></ul>
    26. 27. Tag-based social sharing (linked by concepts…) e.g., Flickr, del.icio.us 1) I tag my bookmarks -> you see my tags -->You share your tags -> <ul><li>How it works </li></ul><ul><li>Saving & tagging your stuff (creating bookmarks). </li></ul><ul><li>Tags mediate social connections </li></ul><ul><li>Formation of social/conceptual information streams. Emergence of popular, interesting items </li></ul>politics lebanon Global voices politics technology Global voices web JAVA CNN networks blogs science science science brain
    27. 28. Social news creation (rating news stories) e.g., digg, Newsvine 1) I find interesting story -> you rate story -->Others rate stories <ul><li>How it works </li></ul><ul><li>Finding and rating stories </li></ul><ul><li>Popular stories rise to top </li></ul>5 4
    28. 29. Objects invite us to <ul><li>Connect </li></ul><ul><li>Play </li></ul><ul><li>React </li></ul><ul><li>Reach out </li></ul>
    29. 30. Part III: So you want to design for social sharing?
    30. 31. Forget the ipod!
    31. 32. Give up control This is messy!
    32. 33. Some principles…
    33. 34. 1: Make system personally useful <ul><li>For end-user system should have strong personal use </li></ul><ul><ul><li>Memorable Personal Snippets (e.g., Del.icio.us & Flickr) </li></ul></ul><ul><ul><li>Self-expression (e.g., Newsvine) </li></ul></ul><ul><ul><li>Social status: Digg </li></ul></ul><ul><li>Don’t count on altruism </li></ul><ul><ul><li>System should thrive on people’s selfishness </li></ul></ul>
    34. 35. Bite-sized self-expression <ul><li>Creative self-expression </li></ul><ul><ul><li>Artistic expression (Flickr, YouTube) </li></ul></ul><ul><ul><li>Humor (YouTube) </li></ul></ul><ul><li>Individual piece should be small </li></ul><ul><ul><li>Can create sets & lists </li></ul></ul><ul><ul><li>Do Mashups </li></ul></ul><ul><ul><li>Simple, guessable URLs for everything </li></ul></ul><ul><li>Leave room for games & social play </li></ul><ul><ul><li>Appreciation </li></ul></ul><ul><ul><li>Stalking (some!) </li></ul></ul><ul><ul><li>Gossip </li></ul></ul>
    35. 36. 2: Identify symbiotic relationship between personal & social <ul><li>Personal snippets > Social stream </li></ul><ul><ul><li>Pictures > Organized by Events </li></ul></ul><ul><ul><li>Music > Organized by Playlists </li></ul></ul>
    36. 37. 3: Create porous boundary between public & private <ul><li>Earlier systems </li></ul><ul><ul><li>Personal (Personal Desktop Software, e.g., Picasa, EndNote) </li></ul></ul><ul><ul><li>OR Social websites (Shutterfly) </li></ul></ul><ul><li>Rethink public & private </li></ul><ul><ul><li>People share for the right returns </li></ul></ul><ul><ul><li>Set defaults to public, allow easy change to private </li></ul></ul><ul><li>Give user control </li></ul><ul><ul><ul><li>Over individual pieces & sets </li></ul></ul></ul><ul><ul><ul><li>Delete items from history </li></ul></ul></ul><ul><ul><ul><li>Reset /remove profile </li></ul></ul></ul>Privacy settings on Flickr
    37. 38. 4. Allow for levels of participation <ul><li>Everyone does not need to create! </li></ul><ul><ul><li>Implicit creation (creating by consuming) </li></ul></ul><ul><ul><li>Remixing—adding value to others’ content </li></ul></ul>Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”
    38. 39. Why do people digg? “ commenting, digging, burying comments, typing descriptions, reading hundreds of articles and… … for a lot of nerds, using digg is just a casual free-time activity. Entertaining. Fun. Engaging.”
    39. 40. how to encourage participation <ul><li>Insights from Social Psychology </li></ul><ul><ul><li>Highlight unique contribution </li></ul></ul><ul><ul><li>Allow for smaller local groups </li></ul></ul><ul><ul><li>Highlight benefit to self from </li></ul></ul><ul><ul><li>Highlight benefit to group </li></ul></ul>Source: Using social psychology to motivate contributions to online communities, Ling et al. 2005
    40. 41. 5. Let people feel the presence of others <ul><li>What paths are well worn </li></ul><ul><li>User profiles / photos </li></ul><ul><li>Real-time updating </li></ul><ul><ul><li>Like a conversation </li></ul></ul><ul><ul><li>Sense that others are out there </li></ul></ul>What people are digging right now!
    41. 42. 6. And yet, moments of Independence… <ul><li>Choreography: when alone, when part of group </li></ul><ul><li>Prevent mobs </li></ul><ul><li>Don’t make it too easy to mimic others </li></ul><ul><ul><li>Incentives for originality & uniqueness </li></ul></ul>
    42. 43. Allow for alternative viewpoints & perspectives <ul><li>Social sharing can lead to tyranny of dominant view </li></ul><ul><ul><li>People of a group agree </li></ul></ul><ul><ul><ul><li>Viewpoint rises to top (popularity lists, tag clouds) </li></ul></ul></ul>
    43. 44. Create conditions for wise crowds <ul><li>Cognitive Diversity </li></ul><ul><li>Independence </li></ul><ul><li>Decentralization </li></ul><ul><li>Easy Aggregation </li></ul>
    44. 45. Wise Crowds: Cognitive Diversity <ul><li>Need many perspectives for good answers </li></ul><ul><li>Groups become homogenous </li></ul><ul><ul><li>Members bring lesser new information in </li></ul></ul><ul><li>Diversity reduces groupthink </li></ul><ul><ul><li>Groupthink works by shielding members from outside opinions </li></ul></ul><ul><li>Diversity reduces conformity </li></ul><ul><ul><li>Chance that you will change opinion to match group </li></ul></ul>
    45. 46. Wise Crowds: Independence <ul><li>Keeps people’s mistakes from getting correlated (uncorrelated mistakes averaged out) </li></ul><ul><li>Encourages people to bring in new viewpoints (diversity) </li></ul><ul><li>Concept of Social Proof </li></ul><ul><ul><li>Milgram experiment </li></ul></ul><ul><ul><li>People assume that groups know what they are doing </li></ul></ul><ul><ul><li>Assuming crowd is wise, leads to herd like behavior </li></ul></ul><ul><ul><ul><li>Can sometimes lead to good decisions </li></ul></ul></ul><ul><li>Information Cascades </li></ul><ul><ul><li>Sequence of uninformed choices, building upon each other </li></ul></ul>
    46. 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
    47. 48. Wise Crowds: Easy Aggregation <ul><li>A decentralized system can pick right solution </li></ul><ul><ul><li>With easy way for information to be aggregated across system </li></ul></ul><ul><ul><li>Example: votes on Digg </li></ul></ul>
    48. 49. 7. Enable Serendipity <ul><li>Don’t make navigation all about popularity </li></ul><ul><ul><li>Access to some popular stuff (keep this fast moving) </li></ul></ul><ul><li>Make the “long tail” accessible </li></ul><ul><ul><li>Popularity as a jump off point to other ways of exploring </li></ul></ul><ul><li>Provide personalization </li></ul><ul><ul><li>Recommendations using collaborative filtering </li></ul></ul><ul><ul><ul><li>Similar tags, content, others </li></ul></ul></ul><ul><li>Ad-hoc groups? </li></ul>
    49. 50. 8. Most of all, allow for play
    50. 51. Things to try at home! <ul><li>Create an account on myspace.com </li></ul><ul><li>Read Emergence, Wisdom of Crowds </li></ul><ul><li>Play a Multiplayer Online Game (WOW, Second Life) </li></ul><ul><li>Play with an API (try GoogleMaps API) </li></ul><ul><li>Try a mobile social application (DodgeBall) </li></ul><ul><li>Ask your friends what they find “fun” on the web </li></ul>
    51. 52. Questions? www.rashmisinha.com www.uzanto.com
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