0
Building sites around
    social objects
       Jyri Engeström
      zengestrom.com
$580M
Why do so many social Web services fail?
Social network theory is good at
    representing links between people

- But it doesnʼt explain what connects those
     ...
Another tradition of theorizing offers an
       explanation of why so many YASNS
                   ultimately fail




 ...
People donʼt just connect to each other.
They connect through a shared object.
From John Thackara: “In the Bubble. Designing in a Complex World.”
Used with permission.
From John Thackara: “In the Bubble. Designing in a Complex World.”
Used with permission.
When a service fails to offer the users
  a way to create new objects of sociality,
they turn the connecting itself into a...
Good services
allow people to create social objects
          that add value
Flickr did it to photos
Del.icio.us did it to bookmarks
   YouTube did it to video
5 Principles for building
object-centered social sites:
1. Define your object
2. Define your verbs
3. Make the objects shareable
4. Turn invitations into gifts
5. Charge the publishers not the spectators
Quick checklist:

               1. What is your object?

              2. What are your verbs?

       3. How can people ...
What if all that brainpower was
    spent on the objects
Travel
On Dopplr the trip itself is the social object

                  Dopplr
Tripit automated the generation of this object
Travel - comparison
Music




Last. fm turns music tracks into social objects
          using their audio fingerprint
Soundcloud turns the waveform itself into a social object
Ebay & Amazon turned products into social objects
Thinglink turns the individual item into a social object
Our actions leave traces on the Web
- Some actions we type ourselves
   - Others are auto-generated
Social peripheral vision
No awareness of other peopleʼs
            intentions
                 =
    Inability to make plans
Sites that publish what people have been
                   doing
Imagine a physical world where we have as much
 peripheral information at our disposal as in WoW




               From J...
Terminator 2
The Daemon
Marauderʼs map
People transmit updates, kind of
     like pulsars in space
At Jaiku it felt like we were hacking
  together a transmitter/receiver
Aggregation at massive scale
Pattern recognition
Detecting nodal points
What should I be aware of
thatʼs happening around me?
Was what just happened significant
  to someone on the network?
What?
Who?
Where?
Just-in-time delivery
Discovery is becoming social
Pagerank            “Facerank”?
Who links to it?   Social proximity (friends
                         in common)
         ...
Own it, port it, share it


      Identity OpenID
    Authorization OAuth
Interoperability OpenSocial
Ok.
Quick checklist :

   1. What is your object?
   2. What are your verbs?
3. What are your nodal points?
Facebook in Reality
http://www.youtube.com/watch?v=nrlSkU0TFLs
Building Sites Around Social Objects - Web 2.0 Expo SF 2009
Building Sites Around Social Objects - Web 2.0 Expo SF 2009
Building Sites Around Social Objects - Web 2.0 Expo SF 2009
Building Sites Around Social Objects - Web 2.0 Expo SF 2009
Building Sites Around Social Objects - Web 2.0 Expo SF 2009
Building Sites Around Social Objects - Web 2.0 Expo SF 2009
Building Sites Around Social Objects - Web 2.0 Expo SF 2009
Building Sites Around Social Objects - Web 2.0 Expo SF 2009
Building Sites Around Social Objects - Web 2.0 Expo SF 2009
Building Sites Around Social Objects - Web 2.0 Expo SF 2009
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Building Sites Around Social Objects - Web 2.0 Expo SF 2009

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  • The            setup            in            the            video            no            longer            works.           
    And            all            other            links            in            comment            are            fake            too.           
    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :            www.goo.gl/yT1SNP
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  • Very useful. Bookmarked.

    Dave (a web designer currently working on : www.freeringtonesforverizon.net/ )
       Reply 
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  • nice building site tips.. thnks 4 sharing

    http://vikhi.com
    http://www.vikhi.com/2009/08/19/stop-dreaming-start-action/
    http://www.vikhi.com/2009/07/22/mengembalikan-jati-diri-b...
       Reply 
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    Your message goes here
  • This is very insightful - next step Social Content Management Systems? http://communities.tomoye.com/CommunityBrowser.aspx?id=23... My thoughts on the matter.
       Reply 
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  • Hello, my name’s Jyri Engeström. I joined Google and moved to the Bay Area when Google acquired, Jaiku a social address book & microblogging platform I co-founded with my partner in Finland. Unlike many Googlers my background’s not in CS; I’m trained as a sociologist. And I’m going to talk about social objects, the reason people come together in real life and on the Web.Over the course of the conference we’ve heard a great deal about how to market products online. We’ve been told the loudspeaker’s been turned around and that the best way to attract customers is to have whuffie.
  • For example, yesterday Clara Shih declared that we’re now in the Facebook era. This makes it sound like it’s a done deal. The game’ over, and we know who the winners are. I’m here to tell you the game’s not over. And the next winner? It could be someone in this audience. It could be you.
  • What I ask you to do is join me on a journey back in time to the early days of the Web when email contained no spam and online social networks were still called virtual communities. Firefly, SixDegrees, Friendster... what next? MySpace.
  • What factor do they all have in common? Firefly garnered 2M users, was acquired by Microsoft and shut down because if failed to turn a profit. SixDegrees garnered 3M users and folded in the dot-com crash. Friendster grew to millions in just a few months and is at over 90M registered users but usage especially in the US has been declining for a while. What about MySpace?
  • Here are this morning’s stats as recorded by Alexa.com.
  • So why do so many YASNS fail?
  • I want to turn our attention to something we don’t talk about often at these conferences: the very idea of social networks. Because underneath every human action there’s some theory about how the world works; including Web sites. This quote is from Wikipedia’s definition of a social network.
  • Here’s the basic diagram that most people imagine when they hear the term ‘social network’
  • Now, the problem with social network theory is that it’s good at representing people and the links between them, but it doesn’t explain why they connect with those particular people and not others
  • An alternate approach to understanding sociality
  • Imagine kids playing ball on a beach. Everyone’s eyes follow the ball; more children join, no one needs to be introduced, everyone’s connected as if by magic. As soon as a parent takes the ball away the magic’s gone.
  • Sometimes the object’s not as apparent. A congregation of adults in a barn somewhere in Italy, engaged in discussion.(This case is from the John Thackara’s recent book “In the Bubble. Designing in a Complex World”. The MIT Press, 2005. I’m grateful to John for letting me borrow the example!)
  • The objects that are the reason why those people are there, are potatoes. They have grown tired of the poor quality of potatoes in supermarkets, and have decided to grow their own potatoes instead.
  • What if the brainpower spent on marketing, targeting, and ads went into making the objects better? Next I want to compare & contrast a few examples of well-known successes and less-well known startups. The point is that the game’s not over. If you think it is, just recall what happened to Firefly.
  • What other common verbs around a product? Own, want, like, make, swap, borrow...
  • Satellite image of Arecibo observatory, located in Puerto Rico. It is the world’s largest and most sensitive radio telescope, with a collecting area of 18 acres.
  • Linda Stone recently drew our attention to this illustrative YouTube clip that the British comedy trio Idiots of Ants aired on BBC.
  • Transcript of "Building Sites Around Social Objects - Web 2.0 Expo SF 2009"

    1. 1. Building sites around social objects Jyri Engeström zengestrom.com
    2. 2. $580M
    3. 3. Why do so many social Web services fail?
    4. 4. Social network theory is good at representing links between people - But it doesnʼt explain what connects those particular people and not others
    5. 5. Another tradition of theorizing offers an explanation of why so many YASNS ultimately fail Bruno Latour Yrjö Engeström Lev Vygotsky Pierre Bourdieu Karin Knorr-Cetina Actor-network theorist Activity theorist Psychologist Sociologist Sociologist 1947- 1948- 1896-1934 1930-2002 1944-
    6. 6. People donʼt just connect to each other. They connect through a shared object.
    7. 7. From John Thackara: “In the Bubble. Designing in a Complex World.” Used with permission.
    8. 8. From John Thackara: “In the Bubble. Designing in a Complex World.” Used with permission.
    9. 9. When a service fails to offer the users a way to create new objects of sociality, they turn the connecting itself into an object
    10. 10. Good services allow people to create social objects that add value
    11. 11. Flickr did it to photos Del.icio.us did it to bookmarks YouTube did it to video
    12. 12. 5 Principles for building object-centered social sites:
    13. 13. 1. Define your object
    14. 14. 2. Define your verbs
    15. 15. 3. Make the objects shareable
    16. 16. 4. Turn invitations into gifts
    17. 17. 5. Charge the publishers not the spectators
    18. 18. Quick checklist: 1. What is your object? 2. What are your verbs? 3. How can people share the objects? 4. What is the gift in the invitation? 5. Are you charging the publishers or the spectators?
    19. 19. What if all that brainpower was spent on the objects
    20. 20. Travel
    21. 21. On Dopplr the trip itself is the social object Dopplr
    22. 22. Tripit automated the generation of this object
    23. 23. Travel - comparison
    24. 24. Music Last. fm turns music tracks into social objects using their audio fingerprint
    25. 25. Soundcloud turns the waveform itself into a social object
    26. 26. Ebay & Amazon turned products into social objects
    27. 27. Thinglink turns the individual item into a social object
    28. 28. Our actions leave traces on the Web
    29. 29. - Some actions we type ourselves - Others are auto-generated
    30. 30. Social peripheral vision
    31. 31. No awareness of other peopleʼs intentions = Inability to make plans
    32. 32. Sites that publish what people have been doing
    33. 33. Imagine a physical world where we have as much peripheral information at our disposal as in WoW From Joi Ito http://joi.ito.com
    34. 34. Terminator 2
    35. 35. The Daemon
    36. 36. Marauderʼs map
    37. 37. People transmit updates, kind of like pulsars in space
    38. 38. At Jaiku it felt like we were hacking together a transmitter/receiver
    39. 39. Aggregation at massive scale
    40. 40. Pattern recognition
    41. 41. Detecting nodal points
    42. 42. What should I be aware of thatʼs happening around me?
    43. 43. Was what just happened significant to someone on the network?
    44. 44. What?
    45. 45. Who?
    46. 46. Where?
    47. 47. Just-in-time delivery
    48. 48. Discovery is becoming social
    49. 49. Pagerank “Facerank”? Who links to it? Social proximity (friends in common) Physical proximity Shared taste Shared objects ...
    50. 50. Own it, port it, share it Identity OpenID Authorization OAuth Interoperability OpenSocial
    51. 51. Ok.
    52. 52. Quick checklist : 1. What is your object? 2. What are your verbs? 3. What are your nodal points?
    53. 53. Facebook in Reality http://www.youtube.com/watch?v=nrlSkU0TFLs
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