CS147 Social / Mobile Mor Naaman, Yahoo! Mirjana Spasojevic, Nokia

Learning Goals Learn the basic types of social software and recognize important aspects of social design Understand the role of mobile in social software and social interaction

Learn the basic types of social software and recognize important aspects of social design

Understand the role of mobile in social software and social interaction

Outline What is Social Software? Social Software Aspects Design in Social Software Mobile Social

What is Social Software?

Social Software Aspects

Design in Social Software

Mobile Social

Social Software 101 What is social software? It’s all here

What is social software?

It’s all here

Tom Coates “ Social Software can be loosely defined as software which supports, extends, or derives added value from, human social behavior” http://www.plasticbag.org/

“ Social Software can be loosely defined as software which supports, extends, or derives added value from, human social behavior”

http://www.plasticbag.org/

No longer person-machine…

No longer person-machine…

… but an interconnected network

… but an interconnected

network

Social Software is Not New, Really Doug Englebart, Mother of all demos 1968

Doug Englebart, Mother of all demos

1968

Types/Examples - Communicators Email, Email lists, UNIX talk, Buddy Lists/Instant Messenger, IRC/CHAT , - Group, Collaboration Usenet, Web Boards, Forums, Wikipedia?, Blogs, Wikis, Writely, del.icio.us, citeUlike, - Attention, Awareness MySpace, Flickr, YouTube?, Yelp, MoSoSo,, FaceBook, 43things, ESP Game, FaceBook - Games, Role Play MUDs, MOOs, Graphical Worlds, MMORPGs, WoW, Second Life - Social Tasks Friendster, LinkedIn -Recommendation Amazon, Ebay, Last.fm

- Communicators

Email, Email lists, UNIX talk, Buddy Lists/Instant Messenger, IRC/CHAT ,

- Group, Collaboration

Usenet, Web Boards, Forums, Wikipedia?, Blogs, Wikis, Writely, del.icio.us, citeUlike,

- Attention, Awareness

MySpace, Flickr, YouTube?, Yelp, MoSoSo,, FaceBook, 43things, ESP Game, FaceBook

- Games, Role Play

MUDs, MOOs, Graphical Worlds, MMORPGs, WoW, Second Life

- Social Tasks

Friendster, LinkedIn

-Recommendation

Amazon, Ebay, Last.fm

Or just ask the people http://del.icio.us/popular/socialsoftware

http://del.icio.us/popular/socialsoftware

A few ways to think about it Communication Collaboration Awareness Engagement Content

Communication

Collaboration

Awareness

To Borrow from CSCW Co-present Remote Synchronous Asynchronous

Identity Dimensions Identity (virtual, based on real, personal) Interact with (strangers - known others - friends) One-to-one, one-to-many, many-to-many

Identity

(virtual, based on real, personal)

Interact with

(strangers - known others - friends)

One-to-one, one-to-many, many-to-many

Social Design What does it mean?

What does it mean?

Tom Coates “ Design is not about purely the visual layer. Design in social software is about creating functional social environments that fulfill user needs, extend or enhance the social or collaborative abilities of the people within them, are clear and easy to use and avoid falling foul of trolls, griefers and internecine conflicts” http://www.plasticbag.org/archives/2006/11/thoughts_around_socia/

“ Design is not about purely the visual layer. Design in social software is about creating functional social environments that fulfill user needs, extend or enhance the social or collaborative abilities of the people within them, are clear and easy to use and avoid falling foul of trolls, griefers and internecine conflicts”

http://www.plasticbag.org/archives/2006/11/thoughts_around_socia/

MySpace Screenshot

Case Study: Flickr Distribution of “number of photos in account” Number of photos Number of users 6 12 18 … Huh??

Distribution of “number of photos in account”

Flickr Tagging Interface

Case Study - Flickr Nobody tags other people’s content Why? Not collected Not identified Not prominent In user’s account As coming from the tagger In the interface, as “opinion” Not aggregated Can’t “vote” on tag/item pair

Nobody tags other people’s content

Why?

“Social Engineering” FaceBook - photos annotated with username. FaceBook - show latest friend’s activity What if MySpace comments appeared at the end of the page? Think “community”, not “individual”

FaceBook - photos annotated with username.

FaceBook - show latest friend’s activity

What if MySpace comments appeared at the end of the page?

What happened here? Salient features changed Not just about the physical interaction It’s about the social interaction

Salient features changed

Not just about the physical interaction

It’s about the social interaction

Incentives People respond to incentives, want to be polite, want to share, want to socialize, and act differently if they feel they're in a group Some thoughts here: HT06, Tagging, Taxonomy, Flickr, Article, ToRead

People respond to incentives, want to be polite, want to share, want to socialize, and act differently if they feel they're in a group

Some thoughts here:

HT06, Tagging, Taxonomy, Flickr, Article, ToRead

Metcalfe’s Law, Reed’s Metcalfe’s Law The value of the network is proportional to the square of the number of nodes N(N-1)/2 Reed’s Law The utility of a network where groups are allowed is exponential in the number of nodes 2^N - N - 1

Metcalfe’s Law

The value of the network is proportional to the square of the number of nodes

N(N-1)/2

Reed’s Law

The utility of a network where groups are allowed is exponential in the number of nodes

2^N - N - 1

Meanwhile, In Mobile… Still very much one-to-one, rich, engaged: talking on phone Moving towards lightweight, less involved Engagement Content

Still very much one-to-one, rich, engaged: talking on phone

Moving towards lightweight, less involved

Meanwhile, In Mobile… Co-present Remote Synchronous Asynchronous

What is Mobile? Keitai, in Japan - not “mobile”, not “cellular” Keitai: “something you carry with you” “ A keitai is not so much about new technical capability or freedom of motion but about a snug and intimate technosocial tathering, a personal device supporting communications that are constant, lightweight and mundane presence in everyday life” (Mimi Ito)

Keitai, in Japan - not “mobile”, not “cellular”

Keitai: “something you carry with you”

“ A keitai is not so much about new technical capability or freedom of motion but about a snug and intimate technosocial tathering, a personal device supporting communications that are constant, lightweight and mundane presence in everyday life” (Mimi Ito)

People use their mobile phones while on the go…

… but they also use them when they are not mobile

How and Why People Use Camera Phones Summer 2004: Why the low rate of capture-and-send? Little data on what people really do with camera phones (the whole range of activities) Study Goal: investigate emerging behaviours of camera phone users in US and UK Key research questions: Range and diversity of use Characteristics and context of use, image life-cycle

Summer 2004: Why the low rate of capture-and-send?

Little data on what people really do with camera phones (the whole range of activities)

Study Goal: investigate emerging behaviours of camera phone users in US and UK

Key research questions:

Range and diversity of use

Characteristics and context of use, image life-cycle

Taxonomy of Reasons for Capture Analysis of 295 captured images from 34 subjects: 278 photos, 17 videos Coded 1-2 intended uses Discussed here Mutual task 12 (4%) Mutual experience 103 (35%) Social co-present absent Remote task 22 (8%) Absent friends/family 63 (21%) Personal task 29 (10%) Functional Personal reflection 120 (41%) Affective Individual

Social affective : absent friends and family Reaching people absent at moment of capture, then or later Keeping in touch, riddling, teasing, storytelling, … From sharing in excitement of now to “by the way…” Predominantly images of specific things (60%); half as many with people, scenes Sent in the moment (27%) or later(16%); shown on phone (38%) Strong use of common ground “ This was a telepresence - she could feel like she is here to see it." “ One of my work colleagues said … I haven't seen your little cherub for a while.”

Reaching people absent at moment of capture, then or later

Keeping in touch, riddling, teasing, storytelling, …

From sharing in excitement of now to “by the way…”

Predominantly images of specific things (60%); half as many with people, scenes

Sent in the moment (27%) or later(16%); shown on phone (38%)

Strong use of common ground

Social functional: remote task Support for shared tasks Reminders, records, samples, evidence, experimenting, … Specific objects, copies of writing, images, … Sent in the moment (40%) or later (15%); shown on the phone (25%) Importance of timeliness

Support for shared tasks

Reminders, records, samples, evidence, experimenting, …

Specific objects, copies of writing, images, …

Sent in the moment (40%) or later (15%); shown on the phone (25%)

Importance of timeliness

Observations Digital “touch” – sharing images with absent people Bringing into the experience, timeliness important Sending in the moment – 1/3 of shared images … or sharing later, typically face-to-face Image content and personal common ground Enhancing common ground, affirming relationship … fluid sharing, interpreting for others General obstacles: cost, complexity, quality, not enough people to receive

Digital “touch” – sharing images with absent people

Bringing into the experience, timeliness important

Sending in the moment – 1/3 of shared images

… or sharing later, typically face-to-face

Image content and personal common ground

Enhancing common ground, affirming relationship

… fluid sharing, interpreting for others

General obstacles: cost, complexity, quality, not enough people to receive

Implications for image sharing Integration into larger dialogues Always connected, switch between channels (e.g. IM, MMS) Integrated with text, voice; timely delivery Web based forms of sharing Spontaneously chosen subjects; reliance on personal common ground or interpretations Web mechanisms require considerable re-thinking; much progress made in the past two years Full report: T. Kindberg, M. Spasojevic, R. Fleck, A. Sellen How and Why People Use Camera Phones, http://www.hpl.hp.com/techreports/2004/HPL-2004-216.pdf

Integration into larger dialogues

Always connected, switch between channels (e.g. IM, MMS)

Integrated with text, voice; timely delivery

Web based forms of sharing

Spontaneously chosen subjects; reliance on personal common ground or interpretations

Web mechanisms require considerable re-thinking; much progress made in the past two years

Full report:

T. Kindberg, M. Spasojevic, R. Fleck, A. Sellen

How and Why People Use Camera Phones,

http://www.hpl.hp.com/techreports/2004/HPL-2004-216.pdf

Beyond Personal Communication One-to-one -> many-to-many Communication -> Awareness

One-to-one -> many-to-many

Communication -> Awareness

Communication channels have clear benefits and reflect intent Channel Use Example: Intent Benefit Email - Text IM - Text Mobile Phone Call - Voice SMS/Text Message - Text MMS Message - image and text Blog/MySpace Post - image and text Writing to family Work communications I want to communicate my message, but I don’t need immediate response Unclear expectations for response 1:1, 1: many Recipient can respond at their convenience. IM with friends while at work Ask a colleague a quick question I want to chat or quickly check in with someone. I want it to feel like a conversation. Mostly 1:1 Social dynamics of conversation Efficient Calling to cancel an appointment I need an immediate response. Mostly 1:1 Invasive for receiver Social dynamics of face-to-face conversation. Text a friend when you arrive at a destination Running late. I want to let them know I am here, but I don’t want to bother them. Mostly 1:1 Less invasive Quick Look where I am! Should I buy this? I want to share something with more than words. Mostly 1:1 Rich image instead of words Creative component Here’s what’s happening to me. I want to share my life and/or opinions with the world Anyone with network access can see it Broadcast, 1:many

Channel

Writing to family

Work communications

I want to communicate my message, but I don’t need immediate response

Unclear expectations for response

1:1, 1: many

Recipient can respond at their convenience.

IM with friends while at work

Ask a colleague a quick question

I want to chat or quickly check in with someone.

I want it to feel like a conversation.

Mostly 1:1

Social dynamics of conversation

Efficient

Calling to cancel an appointment

I need an immediate response.

Mostly 1:1

Invasive for receiver

Social dynamics of face-to-face conversation.

Text a friend when you arrive at a destination

Running late.

I want to let them know I am here, but I don’t want to bother them.

Mostly 1:1

Less invasive

Quick

Look where I am!

Should I buy this?

I want to share something with more than words.

Mostly 1:1

Rich image instead of words

Creative component

Here’s what’s happening to me.

I want to share my life and/or opinions with the world

Anyone with network access can see it

Broadcast, 1:many

Dodgeball

Smartphone application for: (Real-time) communication and media sharing Continuous access to social circles Social networking across events SLAM Scott Counts :: Shelly Farnham :: Jordan Schwartz :: Henky Alimin Lightweight Grouping for Mobile Communication, Coordination, & Sharing

Smartphone application for:

(Real-time) communication and media sharing

Continuous access to social circles

Social networking across events

SensorPlanet: Manhattan Story Mashup http:// www.storymashup.org/video/index.html

Also Available ZoneTag From Yahoo Research Berkeley Tag, upload, share - right from your phone Nokia and Moto phones + data plan http://zonetag.research.yahoo.com

ZoneTag

From Yahoo Research Berkeley

Tag, upload, share - right from your phone

Nokia and Moto phones + data plan

http://zonetag.research.yahoo.com

Coming Soon Something new from Yahoo! (contact Mor)

Something new from Yahoo!

(contact Mor)

About Us Mirjana Spasojevic Nokia Research Center, Palo Alto http://research. nokia . com/locations/palo-alto/index .html (collaborations, regular/internship positions) Mor Naaman Yahoo! Research Berkeley http://whyrb.com - Social Media and more (looking for year-round interns, ideas!) (All Flickr photos used with permission or under CreativeCommons license) http://flickr.com/photos/gustavog/9708628/ http://flickr.com/photos/fotex/217896072/ http://flickr.com/photos/plasticbag/188818779/

Mirjana Spasojevic

Nokia Research Center, Palo Alto

http://research. nokia . com/locations/palo-alto/index .html

(collaborations, regular/internship positions)

Mor Naaman

Yahoo! Research Berkeley

http://whyrb.com - Social Media and more

(looking for year-round interns, ideas!)

(All Flickr photos used with permission or under CreativeCommons license)

http://flickr.com/photos/gustavog/9708628/

http://flickr.com/photos/fotex/217896072/

http://flickr.com/photos/plasticbag/188818779/