Social design wordcamp

Designing massively multiplayer social systems Rashmi Sinha www.slideshare.net

- Second generation social networks - Individuals, groups & popularity - 9 principles for design

Second generation social networks

Sharing in large networks, versus own site

Human crawlers

Urban sociality

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…

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

Object-based social networks

objects allow us to

-connect

-play...

Coffee Tomatoes

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

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…

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

Model d: Social news creation (rating news stories, e.g., digg, Newsvine) 1) I find interesting story -> you rate story -->Others rate stories 5 4

How it works

Finding and rating stories

Popular stories rise to top

SlideShare: Presentations as objects of sharing

digital representation

Social practices around presentations

Building community

What people share... Cartoons Paintings Humor Love Songs Talk slides Images of women Sermons Standalone lectures Activism Lesson plans Movie reviews Mother’s day cards

Individuals, groups and popularity

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

Wisdom of crowds on web-based systems

Cognitive Diversity

Independence

Decentralization

Easy Aggregation

Popularity is popular on sharing sites

No multi-level menus!

Navigation = Top100 lists, tag clouds

Duncan Watts experiments on popularity

Two worlds

Individual

Social Influence – 8 separate worlds

Rich get richer effect

N Sync vs. lonely girl

System designer as trend creator

People want a shared reality

the watercooler effect did not go away

Designing popularity

Everything starts as equal

People can connect locally

Highlight alternative viewpoints

System should be flexible

3 models of sociality

Google

Digg

YouTube

Google – no social navigation

less social engagement

sequential conformity reduced

Digg as a laser beam

Focused

in time, tech topics, young male users!

Encourages mobs

the “digg” is quick, engaging and transparent

sequential decisions

Youtube - promiscuous popularity

Many metrics

Different strokes for different folks

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