0
DESIGN
   FOR
   NETWORKS
  USE THE INTERNET FTW
HI.
My name is Mike Arauz, but
you can call me @mikearauz.

This is where I work:




        #DESIGNFORNETWORKS // @MIKEA...
#DESIGNFORNETWORKS


         #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
”...we are living in the middle
                 of a remarkable increase in
                 our ability to share, to
   ...
WE WILL BE JUDGED
BY OUR ABILITY TO
ENGAGE AND EMPOWER
A NETWORK

         #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
THINGS
USED TO BE
SIMPLE


 #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
THINGS
GOT
DIGITAL


          #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
”The increasingly widespread
                  practice of people coming
                  together for effective
        ...
IMAGINE A WORLD FULL
OF PEOPLE WHO HAVE
GROWN UP TAKING
GOOGLE, LINUX, AND
WIKIPEDIA FOR GRANTED

           #DESIGNFORNET...
AWARENESS
WHAT THE INTERNET
IS GOOD FOR:              PERSUASION

                             SHARING


                 ...
SENDING LOLCATS TO YOUR FRIENDS
HAS NEVER BEEN EASIER.




SHARING
                          #DESIGNFORNETWORKS // @MIKEAR...
PASS ALONG
 IS MADE OF
PEEEOOPLE!!!
      #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
ADAPTED FROM RESEARCH BY HENRY JENKINS
AND THE CONVERGENCE CULTURE CONSORTIUM AT MIT

WHY WE SHARE

   STRENGTHEN         ...
PROBLEMS      = NOT RELATING TO WOMEN        = RELATING TO WOMEN




JAY Z




TIGER WOODS




                           ...
ALMOST 30,000
VIEWS ON
BUZZFEED
WITHIN THE FIRST
48 HOURS



#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
MAP OF INTEREST


            HIP HOP                               GRAPHIC
                                              ...
WE WILL SHARE WHETHER
  YOU LIKE IT OR NOT




           #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
WE’VE WATCHED OVER 1 MILLION
 CAT VIDEOS TO HELP YOU FIND
 THE BEST ONES.




COOPERATION                     #DESIGNFORNE...
JANE MCGONIGAL, GAME DESIGNER,
SPEAKING AT THE NEW YORKER CONFERENCE, 2008

WHY WE PLAY

ACCOMPLISH      SPEND TIME      G...
ADAPTED FROM “MOVING THE CROWD AT THREADLESS”
                                  BY DAREN C. BRABHAM

                     ...
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010

                                               21
FARMVILLE WORKERS
OF THE WORLD,
UNITE AND RISE UP!




COLLECTIVE
   ACTION            #DESIGNFORNETWORKS // @MIKEARAUZ //...
COLLECTIVE ACTION:
Getting a group of people
to work together towards
a shared goal.

             #DESIGNFORNETWORKS // @...
DON’T EXPECT THIS
   TO BE EASY

         #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
UNDERSTANDING   +           ALIGNMENT




                #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
VISION


A FOUNDATION
FOR ENGAGING   COMMUNITY NETWORK                  VALUES

A COMMUNITY

                            B...
MIT’s Center for Collective
Intelligence has collected and
analyzed 250 examples of
web-enabled collective intelligence.

...
WHAT



THE ELEMENTS OF
ORGANIZING      WHO                                   WHY

GROUP ACTION

                         ...
THE COLLECTIVE INTELLIGENCE GENOME
                       GOAL                           PARTICIPANTS
                 CRE...
COLLECTIVE
ACTION
BY DESIGN




             #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
#DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
A WORLD WHERE WE                       AN AGGREGATE COUNT
    RIDE INSTEAD OF DRIVE                    OF MILES RIDDEN
   ...
IF YOU ONLY REMEMBER
3 THINGS...


           #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
1 ALL EXPERIENCES
  NOW TAKE PLACE IN
  THE CONTEXT OF A
  NETWORK OF
  CONNECTED PEOPLE

           #DESIGNFORNETWORKS //...
2 UNDERSTAND THE
  VALUES, BEHAVIORS,
  AND SHARED VISION OF
  THE PEOPLE YOU WANT
  TO CONNECT WITH

           #DESIGNFO...
3 LOOK FOR WAYS TO
  SHARE, COOPERATE,
  AND ORGANIZE
  COLLECTIVE ACTION

           #DESIGNFORNETWORKS // @MIKEARAUZ // ...
THANK YOU.
 Say hi on Twitter: @mikearauz
  Read more: mikearauz.com
Blog: mikearauz.wordpress.com
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Design for Networks

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The effectiveness of your marketing efforts are dependent on your ability to engage and empower a network of people connected by a shared interest. It's time to start designing experience for networks instead of just groups of individuals.

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Transcript of "Design for Networks"

  1. 1. DESIGN FOR NETWORKS USE THE INTERNET FTW
  2. 2. HI. My name is Mike Arauz, but you can call me @mikearauz. This is where I work: #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  3. 3. #DESIGNFORNETWORKS #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  4. 4. ”...we are living in the middle of a remarkable increase in our ability to share, to cooperate with one another, and to take collective action, all outside the framework of traditional institutions.” Clay Shirky, author of Here Comes Everybody #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  5. 5. WE WILL BE JUDGED BY OUR ABILITY TO ENGAGE AND EMPOWER A NETWORK #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  6. 6. THINGS USED TO BE SIMPLE #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  7. 7. THINGS GOT DIGITAL #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  8. 8. ”The increasingly widespread practice of people coming together for effective purposes changes our sense of who the other is.” Yochai Benkler, author of The Wealth of Networks #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  9. 9. IMAGINE A WORLD FULL OF PEOPLE WHO HAVE GROWN UP TAKING GOOGLE, LINUX, AND WIKIPEDIA FOR GRANTED #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  10. 10. AWARENESS WHAT THE INTERNET IS GOOD FOR: PERSUASION SHARING COOPERATION COLLECTIVE ACTION #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  11. 11. SENDING LOLCATS TO YOUR FRIENDS HAS NEVER BEEN EASIER. SHARING #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  12. 12. PASS ALONG IS MADE OF PEEEOOPLE!!! #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  13. 13. ADAPTED FROM RESEARCH BY HENRY JENKINS AND THE CONVERGENCE CULTURE CONSORTIUM AT MIT WHY WE SHARE STRENGTHEN DEFINE OUR GIVE ME MY COLLECTIVE STATUS BOND IDENTITY #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  14. 14. PROBLEMS = NOT RELATING TO WOMEN = RELATING TO WOMEN JAY Z TIGER WOODS LINK: MIKEARAUZ.COM/2009/12/WHAT-MAKES-CONTENT-SPREADABLE
  15. 15. ALMOST 30,000 VIEWS ON BUZZFEED WITHIN THE FIRST 48 HOURS #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  16. 16. MAP OF INTEREST HIP HOP GRAPHIC DESIGN JAY Z GEEKS, DORKS, AND INFO NERDS GRAPHICS CELEBRITY TIGER WOODS DATA SPORTS #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  17. 17. WE WILL SHARE WHETHER YOU LIKE IT OR NOT #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  18. 18. WE’VE WATCHED OVER 1 MILLION CAT VIDEOS TO HELP YOU FIND THE BEST ONES. COOPERATION #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  19. 19. JANE MCGONIGAL, GAME DESIGNER, SPEAKING AT THE NEW YORKER CONFERENCE, 2008 WHY WE PLAY ACCOMPLISH SPEND TIME GET BE PART SATISFYING WITH PEOPLE GOOD AT OF WORK I LIKE SOMETHING SOMETHING BIGGER FOSTERING SUSTAINED ENGAGEMENT #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  20. 20. ADAPTED FROM “MOVING THE CROWD AT THREADLESS” BY DAREN C. BRABHAM CROWD MOTIVATIONS $ MAKE / WIN MONEY OPPORTUNITY TO WIN WORK HONE MY SKILLS BE PART OF A COMMUNITY ADDICTED TO PARTICIPATING #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  21. 21. #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010 21
  22. 22. FARMVILLE WORKERS OF THE WORLD, UNITE AND RISE UP! COLLECTIVE ACTION #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  23. 23. COLLECTIVE ACTION: Getting a group of people to work together towards a shared goal. #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  24. 24. DON’T EXPECT THIS TO BE EASY #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  25. 25. UNDERSTANDING + ALIGNMENT #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  26. 26. VISION A FOUNDATION FOR ENGAGING COMMUNITY NETWORK VALUES A COMMUNITY BEHAVIORS #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  27. 27. MIT’s Center for Collective Intelligence has collected and analyzed 250 examples of web-enabled collective intelligence. #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  28. 28. WHAT THE ELEMENTS OF ORGANIZING WHO WHY GROUP ACTION HOW #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  29. 29. THE COLLECTIVE INTELLIGENCE GENOME GOAL PARTICIPANTS CREATE DECIDE CROWD HIERARCHY TOOLS/METHODS MOTIVATIONS (CREATE) (GROUP DECISION) MONEY COLLECTION VOTING GLORY CONTEST AVERAGING EXPERTISE COLLABORATION CONSENSUS SOCIAL PREDICTION SATISFYING WORK MARKET BE PART OF SOMETHING BIGGER (INDIVIDUAL DECISION) PERSONAL PASSION MARKET SOCIAL NETWORK ADAPTED FROM “THE COLLECTIVE INTELLIGENCE GENOME”, BY THOMAS W. MALONE, ROBERT LAUBACHER AND CHRYSANTHOS DELLAROCAS, MIT SLOAN MANAGEMENT REVIEW, SPRING 2010 #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  30. 30. COLLECTIVE ACTION BY DESIGN #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  31. 31. #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  32. 32. A WORLD WHERE WE AN AGGREGATE COUNT RIDE INSTEAD OF DRIVE OF MILES RIDDEN INSTEAD OF DRIVEN PEOPLE WHO IT’S BETTER FOR ME LOVE RIDING BIKES AND SOCIETY TO RIDE MY BIKE CLIF BAR 2 MILE CHALLENGE PEOPLE DOING THE I GET CREDIT FOR 2 MILE CHALLENGE RIDING INSTEAD OF DRIVING TWITTER, FACEBOOK, RECORDING MY RIDING, DAILY MILE, 2MC PLATFORM UPDATING MY STATUS #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  33. 33. IF YOU ONLY REMEMBER 3 THINGS... #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  34. 34. 1 ALL EXPERIENCES NOW TAKE PLACE IN THE CONTEXT OF A NETWORK OF CONNECTED PEOPLE #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  35. 35. 2 UNDERSTAND THE VALUES, BEHAVIORS, AND SHARED VISION OF THE PEOPLE YOU WANT TO CONNECT WITH #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  36. 36. 3 LOOK FOR WAYS TO SHARE, COOPERATE, AND ORGANIZE COLLECTIVE ACTION #DESIGNFORNETWORKS // @MIKEARAUZ // MAY 2010
  37. 37. THANK YOU. Say hi on Twitter: @mikearauz Read more: mikearauz.com Blog: mikearauz.wordpress.com
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