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

Slide 1: We’re connected. Now what? Turning Real Life Behaviors into Social Features. Some random thoughts from Stephen P. Anderson

Slide 3: mallp S u Gro vity Acti

Slide 4: 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.

Slide 5: Thoughts?

Slide 7: I’m a Designer.

Slide 8: do you How e a web cr eat te that or si a pp de lig hts tr uly ple? peo

Slide 9: 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

Slide 10: Meaningful Has personal significance Pleasurable Memorable experience worth sharing Convenient THIS IS THE HARD F

Slide 11: 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

Slide 12: topic: Real-world observations about activities, behaviors, and motivations are the BEST source of inspiration for new social media features.

Slide 14: “rewards / levels” http://headrush.typepad.com/creating_passionate_users/2005/01/crafting_a_user.html

Slide 15: The best social media features/sites are rooted in natural human behaviors qwogfn

Slide 16: Is this going to be a ‘DUH!’ Presentation?

Slide 17: 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

Slide 18: 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.

Slide 19: Big Ideas, 2003.

Slide 20: (c. 2003)

Slide 21: “friendster + craigslist + everyone’s connected”

Slide 22: N (AND RESTRICTIVE) A COMMO LOPMENT “friendster + ACH TO PRO CT DEVE DUcraigslist + APPRO everyone’s connected”

Slide 23: N (AND RESTRICTIVE) A COMMO LOPMENT “friendster + ACH TO PRO CT DEVE DUcraigslist + APPRO everyone’s connected” we proceeded a bit differently...

Slide 24: “commotion” http://flickr.com/photos/rinux/155534540/

Slide 25: “commotion”

Slide 26: “access: window shopping” http://flickr.com/photos/bjenright/482234869/

Slide 27: “access: visiting” http://flickr.com/photos/acidcookie/261808430/

Slide 28: “identity” http://flickr.com/photos/distinguish/98517600/

Slide 29: “first impressions”

Slide 30: “self-disclosure”

Slide 31: 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

Slide 32: http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search# “advertising as non-intrusive”

Slide 33: http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search# “advertising as non-intrusive”

Slide 34: http://flickr.com/photos/thevoicewithin/1276763134/ “advertising as non-intrusive”

Slide 35: 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

Slide 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 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

Slide 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) 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

Slide 38: 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

Slide 39: 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

Slide 40: 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

Slide 41: Ideas, realized

Slide 42: “self-expression” aesthetic functional

Slide 43: Which one are you more likely to view? Why?

Slide 44: “commotion”

Slide 45: “exclusivity”

Slide 46: “levels”

Slide 47: “recognition”

Slide 48: “recognition”

Slide 49: “curiosity”

Slide 50: “narrative”

Slide 51: “narrative”

Slide 52: “narrative”

Slide 54: “prizes / collections” http://flickr.com/photos/larina/160827981/

Slide 55: Ideas, PLanned.

Slide 56: Typical Search Engine: Search Input Search Results

Slide 57: Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results

Slide 58: Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results

Slide 59: Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results Results View

Slide 60: Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results Results View Results View Results View Results View

Slide 61: serendipity, curiosity, recognition, and more!

Slide 62: Big Ideas, free for the taking.

Slide 63: “network strength” http://flickr.com/photos/elevated/32694938/

Slide 64: Quantity: How many friends do you have? ME FRIEND Quality: Tell me about this relationship?

Slide 69: http://www.docuverse.com/blog/-/alias/donpark/6080f857-4784-4679-8e41-c6881ed933ce

Slide 70: 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

Slide 71: 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

Slide 72: Other ideas, even more vague...

Slide 73: “serendipity” http://flickr.com/photos/chuckbiscuito/1553684530/

Slide 74: “social shopping” http://flickr.com/photos/xiaming/79139461/

Slide 75: play, as a way of making friends? http://flickr.com/photos/christopherl/133532431/

Slide 76: features based on personality types?

Slide 77: Full Circle ‘round

Slide 78: mallp S u Gro vity Acti

Slide 79: mallp S u Gro vity Acti

Slide 80: Now What?

Slide 81: The best social media features/sites are rooted in natural human behaviors qwogfn

Slide 82: 5 Sources of Observations:

Slide 83: Any books that make observations on human behavior

Slide 84: Children

Slide 85: 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

Slide 86: ‘fish out of water’ movies (no, seriously!)

Slide 87: (and of course, observation) http://flickr.com/photos/saturnism/132805092/

Slide 88: 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)

Slide 89: Thanks!

Slide 90: ME MY PERSONAL SITE THE BEST WAY TO REACH ME Stephen P. Anderson / www.poetpainter.com