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 <ul><li>Sharing in large networks, versus own site </li></ul><ul><li>Human crawlers </l...
First generation Social Networks (Friendster, LinkedIn…) <ul><li>How it works </li></ul><ul><li>People connect to each oth...
Hi I found you while I was searching my network at LinkedIn. Let's connect directly, so we can help each other with referr...
Object-based  social networks <ul><li>objects allow us to </li></ul><ul><li>-connect </li></ul><ul><li>-play... </li></ul>...
Model a: Watercooler conversations  (around objects e.g., Flickr, Yahoo answers) 1) I share my pics ->   -> with you ---> ...
Model b: Viral sharing  (passing on interesting stuff, e.g., YouTube videos) <ul><li>How it works </li></ul><ul><li>Indivi...
Model c: Tag-based social sharing  (linked by concepts. e.g., del.icio.us) 1) I tag my bookmarks   -> you see my tags  -->...
Model d: Social news creation  (rating news stories, e.g., digg, Newsvine) 1) I find interesting story   -> you rate story...
SlideShare:  Presentations as objects of sharing <ul><li>digital representation </li></ul><ul><li>Social practices around ...
What people share... Cartoons Paintings Humor Love Songs Talk slides Images of women Sermons Standalone lectures Activism ...
Individuals, groups and popularity
Designing for the  individual <ul><li>Usability </li></ul><ul><li>Findability  </li></ul><ul><li>Interactions and their fl...
Designing for the  group <ul><li>How people interact </li></ul><ul><ul><li>Rules for interaction </li></ul></ul><ul><li>Pr...
Wisdom  of  crowds  on web-based systems <ul><li>Cognitive Diversity </li></ul><ul><li>Independence </li></ul><ul><li>Dece...
Popularity  is popular on sharing sites <ul><li>No multi-level menus! </li></ul><ul><li>Navigation = Top100 lists, tag clo...
Duncan Watts  experiments on popularity <ul><li>Two worlds </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Soc...
N Sync  vs.  lonely girl
 
System designer  as trend creator <ul><li>People want a shared reality </li></ul><ul><li>the watercooler effect did not go...
Designing  popularity <ul><li>Everything starts as equal </li></ul><ul><li>People can connect locally </li></ul><ul><li>Hi...
3   models of sociality <ul><li>Google </li></ul><ul><li>Digg </li></ul><ul><li>YouTube </li></ul>
Google –  no social navigation <ul><li>less social engagement </li></ul><ul><li>sequential conformity reduced </li></ul>
Digg as a laser beam <ul><li>Focused  </li></ul><ul><li>in time, tech topics, young male users! </li></ul><ul><li>Encourag...
Youtube -  promiscuous   popularity <ul><ul><li>Many metrics </li></ul></ul><ul><ul><li>Different strokes for different fo...
Popularity on   SlideShare Keep it on your desktop Download Remember stuff, tell someone you like their stuff Favorite & t...
most  viewed most  favorited/tagged
9   principles for  designing social  systems
Forget the ipod!
Give up control This is messy!
1. Make system   personally useful <ul><ul><li>memorable personal snippets (e.g., Del.icio.us & Flickr) </li></ul></ul><ul...
2. Symbiotic relationship between   personal & social <ul><li>Small individual contributions </li></ul><ul><ul><li>can be ...
3. Porous boundary  between public & private <ul><li>Personal desktop software vs. social websites </li></ul><ul><li>Peopl...
4.  levels of   participation <ul><li>Everyone does not need to create! </li></ul><ul><ul><li>Implicit creation (creating ...
5. Let people feel   presence of others <ul><ul><li>Sense that others are out there </li></ul></ul><ul><ul><li>what paths ...
6. and yet,  moments of Independence… <ul><li>Choreography:  when alone, when part of group </li></ul><ul><li>prevent mobs...
7. Add in  serendipity  <ul><li>navigation not just about popularity </li></ul><ul><ul><li>access to some popular stuff (k...
8. Add in a  dash of experts <ul><li>contest on SlideShare: both judges & popular votes </li></ul>
9. Most of all,  allow for play
Finally  <ul><li>slides at </li></ul><ul><li>www.slideshare.net/rashmi/social-design-wordcamp/ </li></ul><ul><li>find me a...
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Social design wordcamp

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  • Good show, but not as detailed as her other three, this is more or a primer if its a topic you need to learn more about. Click on rashmi linked at the top right under the title for the better ones on social design, they are very informative and enlightening IMHO.
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  • Social design wordcamp

    1. 1. Designing massively multiplayer social systems Rashmi Sinha www.slideshare.net
    2. 2. - Second generation social networks - Individuals, groups & popularity - 9 principles for design
    3. 3. Second generation social networks <ul><li>Sharing in large networks, versus own site </li></ul><ul><li>Human crawlers </li></ul><ul><li>Urban sociality </li></ul>
    4. 4. First generation Social Networks (Friendster, LinkedIn…) <ul><li>How it works </li></ul><ul><li>People connect to each other </li></ul><ul><li>Six degrees of separation </li></ul><ul><li>“ Are you my friend” awkwardness </li></ul>1) I am linked to -> -> to you --->You are linked to her -> -> to her…
    5. 5. 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
    6. 6. Object-based social networks <ul><li>objects allow us to </li></ul><ul><li>-connect </li></ul><ul><li>-play... </li></ul>Coffee Tomatoes
    7. 7. Model a: Watercooler conversations (around objects e.g., Flickr, Yahoo answers) 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him <ul><li>How it works </li></ul><ul><li>People share objects | watch others </li></ul><ul><li>Connections through objects </li></ul><ul><li>Social info streams: emergence of popular, interesting items </li></ul>
    8. 8. Model b: Viral sharing (passing on interesting stuff, e.g., YouTube videos) <ul><li>How it works </li></ul><ul><li>Individual to individual to individual </li></ul><ul><li>Popularity based navigation track “viral” items </li></ul>1) I send video I like -> -> to you. You pass on --> --> to her, who sends on to her, who passes on…
    9. 9. 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 -> <ul><li>How it works </li></ul><ul><li>Saving & tagging your stuff (creating bookmarks). </li></ul><ul><li>Tags mediate social connections </li></ul><ul><li>Formation of social/conceptual information streams. Emergence of popular, interesting items </li></ul>politics lebanon Global voices politics technology Global voices web JAVA CNN networks blogs science science science brain
    10. 10. 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 <ul><li>How it works </li></ul><ul><li>Finding and rating stories </li></ul><ul><li>Popular stories rise to top </li></ul>
    11. 11. SlideShare: Presentations as objects of sharing <ul><li>digital representation </li></ul><ul><li>Social practices around presentations </li></ul><ul><li>Building community </li></ul>
    12. 12. 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
    13. 13. Individuals, groups and popularity
    14. 14. Designing for the individual <ul><li>Usability </li></ul><ul><li>Findability </li></ul><ul><li>Interactions and their flow </li></ul><ul><li>… </li></ul>
    15. 15. Designing for the group <ul><li>How people interact </li></ul><ul><ul><li>Rules for interaction </li></ul></ul><ul><li>Product of interaction </li></ul><ul><ul><li>Collaboration, joint decision… </li></ul></ul><ul><li>Problems with groups </li></ul>
    16. 16. Wisdom of crowds on web-based systems <ul><li>Cognitive Diversity </li></ul><ul><li>Independence </li></ul><ul><li>Decentralization </li></ul><ul><li>Easy Aggregation </li></ul>
    17. 17. Popularity is popular on sharing sites <ul><li>No multi-level menus! </li></ul><ul><li>Navigation = Top100 lists, tag clouds </li></ul>
    18. 18. Duncan Watts experiments on popularity <ul><li>Two worlds </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Social Influence – 8 separate worlds </li></ul></ul><ul><ul><li>Rich get richer effect </li></ul></ul>
    19. 19. N Sync vs. lonely girl
    20. 21. System designer as trend creator <ul><li>People want a shared reality </li></ul><ul><li>the watercooler effect did not go away </li></ul>
    21. 22. Designing popularity <ul><li>Everything starts as equal </li></ul><ul><li>People can connect locally </li></ul><ul><li>Highlight alternative viewpoints </li></ul><ul><li>System should be flexible </li></ul>
    22. 23. 3 models of sociality <ul><li>Google </li></ul><ul><li>Digg </li></ul><ul><li>YouTube </li></ul>
    23. 24. Google – no social navigation <ul><li>less social engagement </li></ul><ul><li>sequential conformity reduced </li></ul>
    24. 25. Digg as a laser beam <ul><li>Focused </li></ul><ul><li>in time, tech topics, young male users! </li></ul><ul><li>Encourages mobs </li></ul><ul><li>the “digg” is quick, engaging and transparent </li></ul><ul><li>sequential decisions </li></ul>
    25. 26. Youtube - promiscuous popularity <ul><ul><li>Many metrics </li></ul></ul><ul><ul><li>Different strokes for different folks </li></ul></ul>
    26. 27. 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
    27. 28. most viewed most favorited/tagged
    28. 29. 9 principles for designing social systems
    29. 30. Forget the ipod!
    30. 31. Give up control This is messy!
    31. 32. 1. Make system personally useful <ul><ul><li>memorable personal snippets (e.g., Del.icio.us & Flickr) </li></ul></ul><ul><ul><li>Self-expression (e.g., Newsvine) </li></ul></ul><ul><ul><li>Social status: Digg </li></ul></ul><ul><li>Don’t count on altruism </li></ul><ul><ul><li>thrive on people’s selfishness </li></ul></ul>
    32. 33. 2. Symbiotic relationship between personal & social <ul><li>Small individual contributions </li></ul><ul><ul><li>can be collected and mashed-up </li></ul></ul><ul><ul><li>Simple, guessable URLs for everything </li></ul></ul><ul><li>Personal snippets > Social stream </li></ul><ul><ul><li>Pictures > by Events </li></ul></ul><ul><ul><li>Music > by Playlists </li></ul></ul>
    33. 34. 3. Porous boundary between public & private <ul><li>Personal desktop software vs. social websites </li></ul><ul><li>People will share for the right returns </li></ul><ul><ul><li>defaults to public, can change to private </li></ul></ul><ul><ul><ul><li>user has control individual pieces & sets </li></ul></ul></ul>Privacy settings on Flickr
    34. 35. 4. levels of participation <ul><li>Everyone does not need to create! </li></ul><ul><ul><li>Implicit creation (creating by consuming) </li></ul></ul><ul><ul><li>Remixing—adding value to others’ content </li></ul></ul>Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”
    35. 36. 5. Let people feel presence of others <ul><ul><li>Sense that others are out there </li></ul></ul><ul><ul><li>what paths are worn </li></ul></ul><ul><ul><li>real time updating </li></ul></ul>
    36. 37. 6. and yet, moments of Independence… <ul><li>Choreography: when alone, when part of group </li></ul><ul><li>prevent mobs </li></ul><ul><li>not too easy to mimic others </li></ul><ul><ul><li>incentives for originality </li></ul></ul><ul><ul><li>allow for alternative viewpoints </li></ul></ul>
    37. 38. 7. Add in serendipity <ul><li>navigation not just about popularity </li></ul><ul><ul><li>access to some popular stuff (keep this fast moving) </li></ul></ul><ul><li>make “long tail” accessible </li></ul><ul><ul><li>popularity as jump off point to other ways of exploring </li></ul></ul><ul><li>personalization & recommendations </li></ul><ul><li>ad-hoc groups? </li></ul>
    38. 39. 8. Add in a dash of experts <ul><li>contest on SlideShare: both judges & popular votes </li></ul>
    39. 40. 9. Most of all, allow for play
    40. 41. Finally <ul><li>slides at </li></ul><ul><li>www.slideshare.net/rashmi/social-design-wordcamp/ </li></ul><ul><li>find me at </li></ul><ul><li>www.slideshare.net/rashmi </li></ul>
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