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

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Social design wordcamp

by Rashmi Sinha

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