Designing for Social Sharing

Designing for Social Sharing Rashmi Sinha www.uzanto.com www.rashmisinha.com

browsing alone Attributed to PIMboula on Flickr: http://www.flickr.com/photos/pimboula/15256153/

Who is online ,[object Object],From Pew Internet Research, for US only

From Pew Internet Research, for US only

Just for fun! 34% men , 26% women 37% of 18-29 yrs old , and 20% of 65 and over go online, on any given day, just for fun… From Pew Internet Research, for US only

WOW is millions of people with diverse backgrounds collaborating, socializing, and learning while having fun. It represents the future of real-time collaborative teams in an always-on, diversity-intensive, real-time environment. WOW is a glimpse into our future. Joi Ito in Wired Magazine

Four draws of such games ,[object Object],[object Object],[object Object],[object Object],[object Object]

Alone together ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Part II Social presence (integration of GTalk with Gmail) Real time collaboration with text documents

Part II: What is social sharing?

Hi I found you while I was searching my network at LinkedIn. Let's connect directly, so we can help each other with referrals. If we connect, both of our networks will grow. To add me as your connection, just follow the link below.

First generation Social Networks (Friendster, LinkedIn…) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of social relations.” Katrin-Knorr Cetina Reference: http://www.zengestrom.com/blog/2005/04/why_some_social.html

Coffee Dance performance Tomatoes

Second generation social networks ,[object Object],[object Object],[object Object],[object Object],[object Object]

Watercooler conversations around our stuff (social networks with objects in between) e.g., Flickr, Yahoo answers ,[object Object],[object Object],[object Object],[object Object]

Viral sharing (passing on interesting stuff) e.g., YouTube videos ,[object Object],[object Object],[object Object]

Tag-based social sharing (linked by concepts…) e.g., Flickr, del.icio.us ,[object Object],[object Object],[object Object],[object Object]

Social news creation (rating news stories) e.g., digg, Newsvine ,[object Object],[object Object],[object Object]

Objects invite us to ,[object Object],[object Object],[object Object],[object Object]

Part III: So you want to design for social sharing?

Give up control This is messy!

Plant the seeds, let people connect

Design for emergent architecture

1: Make system personally useful ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Bite-sized self-expression ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2: Identify symbiotic relationship between personal & social ,[object Object],[object Object],[object Object]

3: Create porous boundary between public & private ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Privacy settings on Flickr

4. Allow for levels of participation ,[object Object],[object Object],[object Object],Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”

Why do people digg? “ commenting, digging, burying comments, typing descriptions, reading hundreds of articles and… … for a lot of nerds, using digg is just a casual free-time activity. Entertaining. Fun. Engaging.”

How to encourage participation ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Using social psychology to motivate contributions to online communities, Ling et al. 2005

5. Let people feel the presence of others ,[object Object],[object Object],[object Object],[object Object],[object Object],What people are digging right now!

6. And yet, moments of Independence… ,[object Object],[object Object],[object Object],[object Object]

Allow for alternative viewpoints ,[object Object],[object Object],[object Object]

Create conditions for wise crowds ,[object Object],[object Object],[object Object],[object Object]

Wise Crowds: Cognitive Diversity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wise Crowds: Independence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wise Crowds: Decentralization “ A crowd of decentralized people working to solve a problem on their own without any central effort to guide them, come up with better solutions, rather than a top-down driven solution.” Suroweicki

Wise Crowds: Easy Aggregation ,[object Object],[object Object],[object Object]

7. Enable Serendipity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8. Most of all, allow for play

Things to try at home! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Questions? www.rashmisinha.com www.uzanto.com

Designing for Social Sharing

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