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Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
Perils of Popularity
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Perils of Popularity

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or how to design for hits …

or how to design for hits
Talk about the nature of popularity at Yahoo Research Berkeley on May 25th, 2007

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  • Transcript

    • 1. The perils of popularity (or how to create hits) Rashmi Sinha www.slideshare.net
    • 2. 5 observations about today’s web 3 models of popularity 10 principles for design
    • 3. 5 observations
    • 4. 1. Second generation social networks
      • Sharing in large networks, versus own site
      • Human crawlers
      • Urban sociality
    • 5. 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…
    • 6. 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
    • 7. Object mediated social networks
      • “… sociality along lines that include objects in the concept of social relations.”
      • Katrin-Knorr Cetina
      Coffee Tomatoes
    • 8. Model a: 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
    • 9. Model b: 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…
    • 10. Model c: 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
    • 11. Model d: 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
    • 12. Urban sociality
      • Crowds in MMORPGS
        • Alone together
        • Passive presence of others
        • Playing for the audience, but not interacting
        • (Ducheneaut et al. CHI 2006)
      • Social facilitation
        • passive presence can influence
        • Observed in cockroaches!
        • (Zajonc, 1960)
    • 13. 2. Sharing is relevant to search
      • Conversations around objects: community meets catalog
    • 14. Popularity is popular on sharing sites
      • No multi-level menus!
      • Navigation = Top100 lists, tag clouds
    • 15.
      • Did Paul Ford speak too soon?
    • 16. The sharing imperative
    • 17. is starting to influence search
    • 18.  
    • 19. Sharing compared to search
      • shared by creator
      • smaller reach
      • higher quality
      • centralized repositories
      • relatively homogenous
      • social activity inside indicates relevancy, popularity
    • 20. 3. conformity effects in social decisions
      • sequential decisions
      • even 3 is enough
    • 21. How Influence Works The individual Conversion (private acceptance) Independence Counterconformity Information Influence Normative Influence Interpersonal Influence Compliance Social Influence
    • 22. Social influence in web-based systems
      • Cognitive Diversity
      • Independence
      • Decentralization
      • Easy Aggregation
    • 23. 3. rich get richer effects at network level
    • 24. Duncan Watts experiments
      • Two worlds
        • Individual
        • Social Influence – 8 separate worlds
        • Theory of cumulative advantage
    • 25. 4. Era of hits is not over
    • 26. Long tail hypothesis
      • democratized production > more inventory
      • democratized distribution > more consumption lowered search costs > reach niches
    • 27. N Sync vs. lonely girl
    • 28.  
    • 29. System designer as studio boss
      • People want a shared reality
      • Mechanisms emerge to create trends
    • 30. Creating trends
      • Everything starts as equal
      • People can connect locally
      • Highlight alternative viewpoints
      • System should be flexible
    • 31. 3 models of sociality
      • Google
      • Digg
      • YouTube
    • 32. Google - Blind sociality
      • less social engagement
      • sequential conformity reduced
    • 33. No way to navigate social network
    • 34.  
    • 35.  
    • 36.  
    • 37. Digg as a laser beam
      • Focused
      • in time
      • on tech topics
      • young male users
    • 38. encourages mobs
        • Quick, engaging, transparent metric
        • Sequential decisions
    • 39. Youtube - promiscuous popularity
        • Many metrics
        • Different strokes for different folks
    • 40. Popularity on SlideShare Keep it on your desktop Download Remember stuff, tell someone you like their stuff Favorite & tag Share with your friends Email Share on your blog Embed Watch it View Interact with others Comment Goal Metric
    • 41. Most viewed
      • shown on front page
        • content it surfaces
    • 42. Most favorited & tagged
        • balance individual and social
        • reflect back tags in social stream
      • main social gesture
    • 43.  
    • 44. 10 principles to design for sharing
    • 45. Forget the ipod!
    • 46. Give up control This is messy!
    • 47. 1. Make system personally useful
        • memorable personal snippets (e.g., Del.icio.us & Flickr)
        • Self-expression (e.g., Newsvine)
        • Social status: Digg
      • Don’t count on altruism
        • thrive on people’s selfishness
    • 48.  
    • 49. 2. Symbiotic relationship between personal & social
      • Small individual contributions
        • can be collected and mashed-up
        • Simple, guessable URLs for everything
      • Personal snippets > Social stream
        • Pictures > by Events
        • Music > by Playlists
    • 50. 3. Porous boundary between public & private
      • Personal desktop software vs. social websites
      • People will share for the right returns
        • defaults to public, can change to private
          • user has control individual pieces & sets
      Privacy settings on Flickr
    • 51. 4. 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”
    • 52. 5. Let people feel presence of others
        • Sense that others are out there
        • what paths are worn
        • real time updating
    • 53. 6. and yet, moments of Independence…
      • Choreography: when alone, when part of group
      • prevent mobs
      • not too easy to mimic others
        • incentives for originality
        • allow for alternative viewpoints
    • 54. 7. Add in serendipity
      • navigation not just about popularity
        • access to some popular stuff (keep this fast moving)
      • make “long tail” accessible
        • popularity as a jump off point to other ways of exploring
      • personalization & recommendations
      • ad-hoc groups?
    • 55. 8. Complete circle of sharing I share You use it ?
    • 56. 9. Add in a dash of experts
      • contest on SlideShare: both judges & popular votes
    • 57. 10. Most of all, allow for play
    • 58. Finally
      • your slides at
      • http://www.slideshare.net/tag/yrb
      • find me at
      • http://www.slideshare.net/rashmi

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