We're Connected, Now What? Turning Real Life Behaviors Into Social Features
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We're Connected, Now What? Turning Real Life Behaviors Into Social Features

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Where do you get inspiration for online social features? One approach is to copy or offer a variation on something someone else has already created. But this approach lacks vision and often results......

Where do you get inspiration for online social features? One approach is to copy or offer a variation on something someone else has already created. But this approach lacks vision and often results in ‘me-too’ applications. A better approach is to look at real-world social interactions, and then translate these into online social features. And where better to observe these interactions than someplace like the mall, college campus, or conference?

We’ll spend the first half of this presentation looking at some different ways that natural human and social behaviors have guided product development— and ‘filled the well’ with original new feature requests. Then, we’ll apply this approach in a workshop type environment to generate some of our own innovative social media ideas.

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  • Enjoyed your perspective and pps style. Thanks!
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  • Very versatile and informative show. Useful for education and business. Thanks
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  • trib - I believe there are some audio (and video!) tracks from the conference floating around. If I can track one down, I will certainly sync up the slides!! If not, this (unlike the Star Wars prez!) is one I could probably present without an audience (yikes!)

    plus8star - thank you! Credit goes to my friend and mentor Rob Moore for steering down this line of thinking. As far as 'sociologists and psychologists will be key' -- Exactly! I couldn't agree more. In the model I reference, I believe the folks with a human sciences background are going to be much better prepared to 'design' meaningful and pleasurable experiences, more so than the typical designer or developer.
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  • This is really a good view at social'psychological aspects of online services. As technologies become commodities, engineers are not enough to ensure viability. Sociologists and psychologists will be key!
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  • 1. We’re connected. Now what? Turning Real Life Behaviors into Social Features. Some random thoughts from Stephen P. Anderson
  • 2. mallp S u Gro vity Acti
  • 3. mallp S u Gro vity Acti ` think about meeting new people, how friendships are formed, group dynamics, stories we create, how opinions are formed, how we respond to different environments, what we expect in different contexts, what earns respect, things we value, things we frown upon, why we act certain ways, etc.
  • 4. Thoughts?
  • 5. I’m a Designer.
  • 6. do you How e a web cr eat te that or si a pp de lig hts tr uly ple? peo
  • 7. SUBJECTIVE / QUALITATIVE Focused on Experiences (People, Activities, Context) Meaningful Has personal significance Pleasurable Memorable experience worth sharing Convenient THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS Super easy to use, works like I think Usable Can be used without difficulty Reliable Is available and accurate Functional (Useful) Works as programmed Focused on Tasks (Products, Features) OBJECTIVE / QUANTIFIABLE
  • 8. Meaningful Has personal significance Pleasurable Memorable experience worth sharing Convenient THIS IS THE HARD F
  • 9. Less about design as outcome (UI) More about design features that tap into Meaningful motivations human behaviors, beliefs, and Has personal significance Pleasurable Memorable experience worth sharing Convenient THIS IS THE HARD F
  • 10. topic: Real-world observations about activities, behaviors, and motivations are the BEST source of inspiration for new social media features.
  • 11. “rewards / levels” http://headrush.typepad.com/creating_passionate_users/2005/01/crafting_a_user.html
  • 12. The best social media features/sites are rooted in natural human behaviors qwogfn
  • 13. Is this going to be a ‘DUH!’ Presentation?
  • 14. Not only do I think it is an interesting topic, but I think it is the *only* topic. Turning real life behaviors into social features is what this is all about. Joshua Porter www.bokardo.com
  • 15. Why? These are powerful motivators. We learn how to do NEW things based on what we already know. These observations provide a broad platform for product extensions and business innovation.
  • 16. Big Ideas, 2003.
  • 17. (c. 2003)
  • 18. “friendster + craigslist + everyone’s connected”
  • 19. N (AND RESTRICTIVE) A COMMO LOPMENT “friendster + ACH TO PRO CT DEVE DUcraigslist + APPRO everyone’s connected”
  • 20. N (AND RESTRICTIVE) A COMMO LOPMENT “friendster + ACH TO PRO CT DEVE DUcraigslist + APPRO everyone’s connected” we proceeded a bit differently...
  • 21. “commotion” http://flickr.com/photos/rinux/155534540/
  • 22. “commotion”
  • 23. “access: window shopping” http://flickr.com/photos/bjenright/482234869/
  • 24. “access: visiting” http://flickr.com/photos/acidcookie/261808430/
  • 25. “identity” http://flickr.com/photos/distinguish/98517600/
  • 26. “first impressions”
  • 27. “self-disclosure”
  • 28. http://flickr.com/photos/joshb/189568624/ “self-expression” http://flickr.com/photos/powerbook trance/266525506/ 24/ omad/1 3531713 s/modern_n kr.com/photo http://flic http://flickr.com/photos/ksawyer/ 449093831/ / eorgholzer/739686652 http://flickr.com/photos/g 7200767/ http://flickr.com/photos/janekm/21
  • 29. http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search# “advertising as non-intrusive”
  • 30. http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search# “advertising as non-intrusive”
  • 31. http://flickr.com/photos/thevoicewithin/1276763134/ “advertising as non-intrusive”
  • 32. We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity Big Idea #2 Quality vs Quantity as a differentiated brand attribute (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities
  • 33. 1. specific enough to keep you focused We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity Big Idea #2 Quality vs Quantity as a differentiated brand attribute (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities
  • 34. 1. specific enough to keep you focused We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity 2. general enough that you could imagine Big Idea #2 Quality vs Quantity as a differentiated brand attribute features from these ideas for years to come (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities
  • 35. 1. specific enough to keep you focused We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity 2. general enough that you could imagine Big Idea #2 Quality vs Quantity as a differentiated brand attribute features from these ideas for years to come (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) But more importantly, Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities
  • 36. 1. specific enough to keep you focused We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity 2. general enough that you could imagine Big Idea #2 Quality vs Quantity as a differentiated brand attribute features from these ideas for years to come (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) But more importantly, Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) 3. rooted in real-world human behaviors Big Idea #6 “Commotion” related to behavior/high-interest activities
  • 37. 1. specific enough to keep you focused We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity 2. general enough that you could imagine Big Idea #2 Quality vs Quantity as a differentiated brand attribute features from these ideas for years to come (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) But more importantly, Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) 3. rooted in real-world human behaviors Big Idea #6 “Commotion” related to behavior/high-interest activities 4. provided a original vision for the company
  • 38. Ideas, realized
  • 39. “self-expression” aesthetic functional
  • 40. Which one are you more likely to view? Why?
  • 41. “commotion”
  • 42. “exclusivity”
  • 43. “levels”
  • 44. “recognition”
  • 45. “recognition”
  • 46. “curiosity”
  • 47. “narrative”
  • 48. “narrative”
  • 49. “narrative”
  • 50. “prizes / collections” http://flickr.com/photos/larina/160827981/
  • 51. Ideas, PLanned.
  • 52. Typical Search Engine: Search Input Search Results
  • 53. Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results
  • 54. Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results
  • 55. Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results Results View
  • 56. Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results Results View Results View Results View Results View
  • 57. serendipity, curiosity, recognition, and more!
  • 58. Big Ideas, free for the taking.
  • 59. “network strength” http://flickr.com/photos/elevated/32694938/
  • 60. Quantity: How many friends do you have? ME FRIEND Quality: Tell me about this relationship?
  • 61. http://www.docuverse.com/blog/-/alias/donpark/6080f857-4784-4679-8e41-c6881ed933ce
  • 62. RIEND FRIEND What about... FRIEND strength of friendship shared interests likes/dislikes frequency of communication different circles of friends ME FRIEND friends vs followers etc. D FRIEND FRIEND
  • 63. RIEND FRIEND What about... FRIEND strength of friendship shared interests likes/dislikes frequency of communication different circles of friends ME FRIEND friends vs followers etc. How do we cultivate deep D FRIEND friendships online? FRIEND
  • 64. Other ideas, even more vague...
  • 65. “serendipity” http://flickr.com/photos/chuckbiscuito/1553684530/
  • 66. “social shopping” http://flickr.com/photos/xiaming/79139461/
  • 67. play, as a way of making friends? http://flickr.com/photos/christopherl/133532431/
  • 68. features based on personality types?
  • 69. Full Circle ‘round
  • 70. mallp S u Gro vity Acti
  • 71. mallp S u Gro vity Acti
  • 72. Now What?
  • 73. The best social media features/sites are rooted in natural human behaviors qwogfn
  • 74. 5 Sources of Observations:
  • 75. Any books that make observations on human behavior
  • 76. Children
  • 77. Bounded Rationality Buffer effect of Social Support Bystander effect -C- Cannon-Bard Theory of Emotion Phenome Cautious Shift see Risky Shift Likelihoo Central Route see Elaboration Certainty Effect Terms Charismatic Terms see Ultimate enomen Choice Shift see Risky Shift Ph Choice-supportive bias y http://bokardo.com/archives/psychology-of-social-design-talk/ Choice Theory see Control Theor Classical Conditioning Clustering Illusion Coercion Emoti Cognitive Appraisal Theories of Psychology Cognitive Dissonance Cognitive Evalution Theory Commitment Communication Accommodation The Compensation Confirmation Bias Conjunction Fallacy Consistency Theory Constructivism Contact Hypothesis Control Theory
  • 78. ‘fish out of water’ movies (no, seriously!)
  • 79. (and of course, observation) http://flickr.com/photos/saturnism/132805092/
  • 80. TAKEAWAY...? 1. Identify the existing activity, behavior, or motivation 2. Ask quot;is this already being supported in softwarequot;? 3. If it is supported, assess how well it is being supported and look for holes. 4. If not supported, ask quot;Can it be?quot;. 5. If it can, or you think it can, build it. Thanks, Joshua! www.bokardo.com (Joshua Porter shared these thoughts with me via email)
  • 81. Thanks!
  • 82. ME MY PERSONAL SITE THE BEST WAY TO REACH ME Stephen P. Anderson / www.poetpainter.com