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Designing Social Software

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    Notes on slide 1

    We could talk about each of these, none is the one "right" way to do social, but my personal interest are "social" activities that combine to create something larger than the sum of its parts. So I'm not going to talk much about: Chat, status, social media. Wine and cheese partyKegger: Drinking and smokingChurchObama in Berlin (one to many, many to one, many to many, public or private)Child naming ceremony

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    Designing Social Software - Presentation Transcript

    1. Designing Social Software
        • Illustration by Bernard Kerr
        • Micah Alpern: Yahoo! Search
    2. What is Social?
    3. One ->many
      • social
    4. many -> one
      • social
    5. Small Groups, status
      • social
    6. informal
      • social
    7. size, duration, intensity, exclusivity
      • social
    8. Architecture of participation
        • Social activities that combine to create something larger than the sum of their parts. People coming together and through their individual action created something amazing.
      Tim O’Reilly
    9.  
    10. Aids quilt
      • 54 Tons of community participation
    11. Oxford ENGLISH DICTIONARY
      • it would take 120 years to type the 59 million words of the OED 2nd edition
    12. Wikipedia
    13. Wikipedia
    14. Mechanical turk: sheep market
      • 10,000 sheep, two cents at a time
    15. Yahoo! Answers
    16. Yahoo! Answers
    17. How you can use social software to build aggregate value * Tom Coats: “Greater than the sum of its parts”
    18. How:
      • An individual should get value from their contribution.
      Tom Coats: “Greater than the sum of its parts”
    19. How:
      • An individual should get value from their contribution.
      • These contributions should provide value to their peers as well.
      Tom Coats: “Greater than the sum of its parts”
    20. How:
      • An individual should get value from their contribution.
      • These contributions should provide value to their peers as well.
      • The organization that hosts the service should derive aggregate value and be able to expose it back to the users.
      Tom Coats: “Greater than the sum of its parts”
    21. How:
      • An individual should get value from their contribution.
      • These contributions should provide value to their peers as well.
      • The organization that hosts the service should derive aggregate value and be able to expose it back to the users.
      Tom Coats: “Greater than the sum of its parts” INDIVIDUAL MOTIVES
    22. How:
      • An individual should get value from their contribution.
      • These contributions should provide value to their peers as well.
      • The organization that hosts the service should derive aggregate value and be able to expose it back to the users.
      Tom Coats: “Greater than the sum of its parts” SOCIAL VALUE INDIVIDUAL MOTIVES
    23. How:
      • An individual should get value from their contribution.
      • These contributions should provide value to their peers as well.
      • The organization that hosts the service should derive aggregate value and be able to expose it back to the users.
      Tom Coats: “Greater than the sum of its parts” BUSINESS / ORGANIZATIONAL VALUE SOCIAL VALUE INDIVIDUAL MOTIVES
    24. Example: Flickr
      • Individual Motives
      • Social Value
      • Business & Organizational Value
    25. Two approaches: to generating aggregate value to generating aggregate value
    26. Consensus many contributions make one voice Polyphony many voices with emergent order
    27. Consensus many contributions make one voice Polyphony many voices with emergent order
    28. Consensus many contributions make one voice Polyphony many voices with emergent order Generates canonical or definitive representations of data.
    29. Consensus many contributions make one voice Polyphony many voices with emergent order Generates canonical or definitive representations of data.
    30. Consensus many contributions make one voice Polyphony many voices with emergent order Generates canonical or definitive representations of data. Generates lots of material, makes it comprehensible
    31. Polyphony
      • What's the motivation? Personal, Social, Community
      • When designing the incentives: Actions/behaviors you want to incent Points == crack (use with care) Competition can hamper cooperation Thumb rating != quality (fine for engagement)
      • Social signals are key to relevance. Implicate signals are better.
    32. Consensus many contributions make one voice
    33. Consensus many contributions make one voice Fernanda Viegas: History Flow
    34. Consensus many contributions make one voice
      • 32 PAGES
      • 218 REFERENCES
      • 16 ILLUSTRATIONS
    35. Consensus many contributions make one voice
      • 1 PAGE
      • 0 REFERENCES
      • 0 ILLUSTRATIONS
      • wikitorial
      PROJECT DATE CLIENT 2005 LA TIMES
    37. How does wikipedia work? PROJECT DATE CLIENT SEPT 2008 PHOEBE AYERS , CHARLES MATT HEWS, BEN YATES
    38. How does Wikipedia work?
      • Cultural & social norms
      • Peripheral awareness
      • Transparency
      • Accountability
      • Policy: Community defined processes for self governance
    39. DATE CLIENT SESSION 5 WP:LOST
    40. DATE CLIENT SESSION 5 WP:LOST
    41. DATE CLIENT SESSION 5 WP:LOST
    42. DATE CLIENT SESSION 5 WP:LOST
    43. DATE CLIENT SESSION 5 WP:LOST
    44. DATE CLIENT SESSION 5 WP:LOST
    45. DATE CLIENT SESSION 5 WP:LOST
    46. DATE CLIENT SESSION 5 WP:LOST
    47. DATE CLIENT SESSION 5 WP:LOST
    48. How does Wikipedia work?
      • Cultural & social norms
      • Peripheral awareness
      • Transparency
      • Accountability
      • Policy: Community defined processes for self governance
    49. 5 Pillars, WP:NPOV, WP:ADMIN, WP:Patrol
      • Values -> Attract certain people -> Cultural Norms -> Policies and roles
    50. Commons-based governance (offline)
      • Elinor Ostrom’s Research
    51. Featured article process
    52. yochai benkler: commons based peer production The Work
      • Divided it up:
        • Granular
      • Modular
      • Integratable
    53. The People
      • Self-selective
          • In or out mechanism
      • Communication
      • Trust construction
      • Norm creation
      • Transparency
      yochai benkler: commons based peer production
    54. Lessons
      • "Wise" crowds don't happen automatically
      • You must design the incentive structure when you design the product. Look for win, win, wins.
      • Make sure you have the right people when you start.
      • Make sure there is personal value, social value, and community value to their actions.
    55. Lessons
      • treat people with respect Golden Rule: Would you use this incentive with your own team at Intuit?
      • culture matters a lot : The community has to believe it and own it. Your culture defines what you value and how things grow.
    56. Where to learn more
      • Fernanda Viegas
      • Tom Coats
      • James Surowiecki
      • Phoebe Ayers
      • Jon Udell
      • Yochai Benkler
      • Clay Sherky
    57. Thank you
      • Micah Alpern
      • email: alpern@yahoo-inc.com
      • twitter: malpern

    + Micah AlpernMicah Alpern, 8 months ago

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