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

We’re connected. Now what? Turning Real Life Behaviors into Social Features. Some random thoughts from Stephen P. Anderson

mallp S u Gro vity Acti

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.

Thoughts?

I’m a Designer.

do you How e a web cr eat te that or si a pp de lig hts tr uly ple? peo

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

Meaningful Has personal signiﬁcance Pleasurable Memorable experience worth sharing Convenient THIS IS THE HARD F

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

topic: Real-world observations about activities, behaviors, and motivations are the BEST source of inspiration for new social media features.

“rewards / levels” http://headrush.typepad.com/creating_passionate_users/2005/01/crafting_a_user.html

The best social media features/sites are rooted in natural human behaviors qwogfn

Is this going to be a ‘DUH!’ Presentation?

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

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.

Big Ideas, 2003.

(c. 2003)

“friendster + craigslist + everyone’s connected”

N (AND RESTRICTIVE) A COMMO LOPMENT “friendster + ACH TO PRO CT DEVE DUcraigslist + APPRO everyone’s connected”

N (AND RESTRICTIVE) A COMMO LOPMENT “friendster + ACH TO PRO CT DEVE DUcraigslist + APPRO everyone’s connected” we proceeded a bit differently...

“commotion” http://ﬂickr.com/photos/rinux/155534540/

“commotion”

“access: window shopping” http://ﬂickr.com/photos/bjenright/482234869/

“access: visiting” http://ﬂickr.com/photos/acidcookie/261808430/

“identity” http://ﬂickr.com/photos/distinguish/98517600/

“first impressions”

“self-disclosure”

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

http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search# “advertising as non-intrusive”

http://ﬂickr.com/photos/thevoicewithin/1276763134/ “advertising as non-intrusive”

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

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

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

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

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

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

Ideas, realized

“self-expression” aesthetic functional

Which one are you more likely to view? Why?

“commotion”

“exclusivity”

“levels”

“recognition”

“curiosity”

“narrative”

“prizes / collections” http://ﬂickr.com/photos/larina/160827981/

Ideas, PLanned.

Typical Search Engine: Search Input Search Results

Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results

Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results Results View

Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results Results View Results View Results View Results View

serendipity, curiosity, recognition, and more!

Big Ideas, free for the taking.

“network strength” http://ﬂickr.com/photos/elevated/32694938/

Quantity: How many friends do you have? ME FRIEND Quality: Tell me about this relationship?

http://www.docuverse.com/blog/-/alias/donpark/6080f857-4784-4679-8e41-c6881ed933ce

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

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

Other ideas, even more vague...

“serendipity” http://ﬂickr.com/photos/chuckbiscuito/1553684530/

“social shopping” http://ﬂickr.com/photos/xiaming/79139461/

play, as a way of making friends? http://ﬂickr.com/photos/christopherl/133532431/

features based on personality types?

Full Circle ‘round

mallp S u Gro vity Acti

Now What?

The best social media features/sites are rooted in natural human behaviors qwogfn

5 Sources of Observations:

Any books that make observations on human behavior

Children

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

‘fish out of water’ movies (no, seriously!)

(and of course, observation) http://ﬂickr.com/photos/saturnism/132805092/

TAKEAWAY...? 1. Identify the existing activity, behavior, or motivation 2. Ask \"is this already being supported in software\"? 3. If it is supported, assess how well it is being supported and look for holes. 4. If not supported, ask \"Can it be?\". 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)

Thanks!

ME MY PERSONAL SITE THE BEST WAY TO REACH ME Stephen P. Anderson / www.poetpainter.com

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

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Notes on slide 1

160 Favorites, 5 Groups & 1 Event