Massively multiplayer object sharing (Web 2.0 open 2008)

Massively multiplayer object sharing Rashmi Sinha www.slideshare.net www.rashmisinha.com

The plan
What is social sharing?
SlideShare
Why now?
Some theory
Some design principles

This is not it!
X

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… X

First generation Social Networks (Friendster, LinkedIn…)
How it works
People connect to each other
Six degrees of separation
“ Are you my friend” awkwardness
1) I am linked to -> -> to you --->You are linked to her -> -> to her…

Coffee Dance performance Tomatoes

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

Second generation social networks
Put objects at the center
Objects invite us to
Connect
Play
Reach out

Model 1: Watercooler conversations (around objects e.g., Flickr, Yahoo answers) 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him
How it works
People share objects | watch others
Connections through objects
Social info streams: emergence of popular, interesting items

Model 2: Viral sharing (passing on interesting stuff, e.g., YouTube videos)
How it works
Individual to individual to individual
Popularity based navigation track “viral” items
1) I send video I like -> -> to you. You pass on --> --> to her, who sends on to her, who passes on…

Model 2: Tag-based social sharing (linked by concepts. e.g., del.icio.us) 1) I tag my bookmarks -> you see my tags -->You share your tags ->
How it works
Saving & tagging your stuff (creating bookmarks).
Tags mediate social connections
Formation of social/conceptual information streams. Emergence of popular, interesting items
politics lebanon Global voices politics technology Global voices web JAVA CNN networks blogs science science science brain

Model 4: Social news creation (rating news stories, e.g., digg, Newsvine) 1) I find interesting story -> you rate story -->Others rate stories
How it works
Finding and rating stories
Popular stories rise to top
5 4

Presentations as objects of sharing
What to share?
digital representation is incomplete
Social practices around presentations
Mirroring them
Creating new ones
Building community

The plan
SlideShare
Why now?
Some theory

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

7 in 10 US adults use internet. More than 40% have broadband. Dec 2006 Pew Internet Research

34% men , 26% women go online everyday just for fun… 2006 Pew Internet Research, for US only

6.5 million people

240,000 users

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

The plan
SlideShare
Why now?
Some theory

Designing for the individual
Usability
Findability
Interactions and their flow
…

Designing for the group
How people interact
Rules for interaction
Product of interaction
Collaboration, joint decision…
Problems with groups

James Surowiecki - wise crowds
Cognitive Diversity
Independence
Decentralization
Easy Aggregation

Cognitive Diversity
Good answers need many perspectives
Groups become homogenous
New (similar) members don’t bring new info
Diversity reduces groupthink
Groupthink works by shielding members from outside opinions
Diversity reduces conformity

Independence
People’s mistakes don’t get correlated (uncorrelated mistakes averaged out)
Encourages people to bring in new viewpoints (diversity)
Concept of Social Proof
Milgram experiment

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

A new type of sociality
Crowds in MMORPGS
Alone together
Passive presence of others
Playing for the audience, but not interacting
Social facilitation (Zajonc, 1960)
Improved performance in presence of others
Presence can be passive
Observed even in cockroaches!
(Ducheneaut et al. CHI 2006)

“ Community in MMORPGs … narrowly defined, with references to mythical old villages where everybody knows and interacts with everybody… WoW illustrates, a large community of gamers can thrive in a context where relationships are much more indirect”
Ducheneaut et al., 2006

Duncan Watts and the “rich get richer” effect

Popularity is becoming popular
No more multi-level menus!
Navigation is all about popularity

Web2.0 is about democracy?
Anyone can create a blog
post pictures, videos and slideshows
But who gets heard?

Duncan Watts experiment
Two worlds
Individual
Social Influence – 8 separate worlds

The dilemma of the system creator
Social influence will play a role. Trends will be created
Our principles
Everything should have its moment in the sun
Let people connect locally
System should not be inflexible

Models of popularity based navigation
Single simple metric (e.g., Digg)
Single complex metric (e.g., Flickr)
Multiple Simple Metrics (e.g., YouTube, SlideShare)
Different metrics reflect diff qualities
Let people choose

Popularity metrics How much is too much? Remember stuff Tagging Share with your friends Emailing Share on your blog Embedding Watch it Viewing Decide what goes to front page Digging Interact with others Commenting Remember stuff Show others what you like Favoriting Goal Metric

Most viewed on SlideShare
Shown on front page
Problems with most viewed

The tagging success story
Favoriting + Tagging
Balance individual and social
Started with author tagging
Reflect back tags
Add into comment stream

The plan
Why now?
SlideShare
Some theory

Forget the ipod!

Give up control This is messy!

Plant the seeds, let people connect

Design for emergent architecture

1. Make system personally useful
For end-user system should have strong personal use
Memorable Personal Snippets (e.g., Del.icio.us & Flickr)
Self-expression (e.g., Newsvine)
Social status: Digg
Don’t count on altruism
System should thrive on people’s selfishness

Bite-sized self-expression
Creative self-expression
Artistic expression or Humor (Flickr, YouTube)
Individual contribution can be small
Create sets & lists
Do Mashups
Simple, guessable URLs for everything
Leave room for games & social play
Appreciation
Stalking (some!)
Gossip

2. Symbiotic relationship between personal & social
Personal snippets > Social stream
Pictures > Organized by Events
Music > Organized by Playlists

3. Porous boundary between public & private
Earlier systems
Personal (Personal Desktop Software, e.g., Picasa, EndNote)
OR Social websites (Shutterfly)
Rethink public & private
People share for the right returns
Set defaults to public, allow easy change to private
Give user control
Over individual pieces & sets
Delete items from history
Reset /remove profile
Privacy settings on Flickr

4. Allow for levels of participation
Everyone does not need to create!
Implicit creation (creating by consuming)
Remixing—adding value to others’ content
Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”

Why do people digg/comment/tag? “ 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.”

5. Let people feel presence of others
What paths are well worn
User profiles / photos
Real-time updating
Like a conversation
Sense that others are out there
What people are digging right now!

6. And yet, moments of Independence…
Choreography: when alone, when part of group
Prevent mobs
Don’t make it too easy to mimic others
Incentives for originality & uniqueness

Allow for alternative viewpoints
Social sites can lead to tyranny of dominant view
People of a group agree
Viewpoint rises to top (popularity lists, tag clouds)

7. Enable Serendipity
Don’t make navigation all about popularity
Access to some popular stuff (keep this fast moving)
Make the “long tail” accessible
Popularity as a jump off point to other ways of exploring
Provide personalization
Recommendations using collaborative filtering
Similar tags, content, others
Ad-hoc groups?

8. Most of all, allow for play

Challenges
Dominated by relatively few users
Systems represent their viewpoints
Minority views get lost. Consensus view bubbles up
Giving alternative viewpoints a voice?
Surfacing expertise
How to reflect outside expertise?
Weigh it differently?

Questions? Find me: www.slideshare.net/rashmi F ind slides: www.slideshare.net/groups/web20open

http://blogs.salesforce.com	68
http://multiblog.vrt.be	17
http://www.morado.org.ar	7
http://www.lukasnet.com.ar	5
http://johnlanderholm.com	4
http://www.informationweek.com	3
http://www.brevisys.com	1
http://www.suggestusability.com	1
http://inet.cmpnet.com	1
http://testerofbetas.blogspot.com	1
http://jisi.dreamblog.jp	1

Massively multiplayer object sharing (Web 2.0 open 2008)

by Rashmi Sinha on Apr 17, 2007

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Massively multiplayer object sharing (Web 2.0 open 2008) — Presentation Transcript