CS147 Social Mobile

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

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

Social Software 101
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/

No longer person-machine…

… but an interconnected
network

Social Software is Not New, Really
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

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

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

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

Social Design
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/

MySpace Screenshot

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

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

“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”

What happened here?
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

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

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

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)

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

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.”

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

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

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

Beyond Personal Communication
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

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

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

Coming Soon
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/

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CS147 Social Mobile

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