Slideshow Transcript

1. Slide 1: Building Social Applications Stowe Boyd stowe.boyd@gmail.com +1 703 966 9854 625 2nd St, San Francisco CA 94107
2. Slide 2: Re: Me /Messenger of / Me ssage Social tools and their impact on business, media, and society building social applications february 2007 2
3. Slide 3: Some Questions What makes social applications social (or anti- ‖ social)? How can we make applications more social? ‖ What are the common factors in successful ‖ social applications? What is worth building? ‖ building social applications february 2007 3
4. Slide 4: Participants Goals Why are you here? ‖ building social applications february 2007 4
5. Slide 5: Apologies and Explanations It was blogging what done this to me ‖ Fragments, conjectures, cheap shots, biases ‖ No pretty box with a bow ‖ building social applications february 2007 5
6. Slide 6: We’re gonna party like it’s 1999 “A ne w cate go ry o f so ftw are is e me rging, so ftw are inte nde d to augme nt so cial syste ms. Not to change the company inadvertently, like email did, when the electronic analog of interoffice mail became something else, grew into something else by changing the way people communicated, and led a change in the structure of the company. No, this generation of software is intentional, designed from the start to guide human behavior into new paths and patterns, to counter prevailing ways of interaction. I call the se social tools: so ftw are inte nde d to shape culture .\" - Stowe Boyd [Me ssage , August 1999] building social applications february 2007 6
7. Slide 7: The New Third Place Ray Oldenburg ‖ Third Space ‖ Web Culture and The ‖ Future Of Humanity building social applications february 2007 7
8. Slide 8: Social = Me First The individual is the new group ‖ Me first ‖ my passions ‖ my people ‖ my markets ‖ The edge dissolves the center ‖ Bottom-up belonging ‖ building social applications february 2007 8
9. Slide 9: Semi- and Asocial Applications iTunes ‖ Bestbuy.com ‖ Pandora (until recently) ‖ After the fact: ‖ eBay ‖ Netflix ‖ Amazon ‖ Basecamp ‖ building social applications february 2007 9
10. Slide 10: The Buddylist Is The Center Of The Universe I am made greater by the sum of my ‖ connections, and so are my connections It’s mostly connections ‖ building social applications february 2007 10
11. Slide 11: A Structural View: Social Architecture Me, Mine, and Market ‖ Functional Domains v Socializing ‖ building social applications february 2007 11
12. Slide 12: Me, Mine, and Market Me Mine building social applications february 2007 12
13. Slide 13: Me, Mine, and Market Me Mine Market building social applications february 2007 13
14. Slide 14: Functional Domains v Socializing Social Architecture Domain Architecture f 1 f2 f 3 f 1 f2 f 3 f 1 f2 f 3 Me Mine Market building social applications february 2007 14
15. Slide 15: Functional Domains v Socializing . . . . . . . . . Me Mine Market building social applications february 2007 15
16. Slide 16: Functional Domains v Socializing . . . . . . . . . I need a perfect Who knows [Buying the perfect black dress for where to shop black dress, with that dinner for the most commission to the party. fashionable recommender.] stuff? building social applications february 2007 16
17. Slide 17: Functional Domains v Socializing . . . . . . . . . I need to track [Inviting project [Invoicing for the time for this manager to project based on project. review the timesheet, and timesheet.] allowing the project manager to pay.] building social applications february 2007 17
18. Slide 18: Profiles Identity = aggregated ‖ flows, not static Links to the world ‖ building social applications february 2007 18
19. Slide 19: Nets Creation and discovery of ‖ social affiliation Conversation ‖ Swarm intelligence ‖ Reputation: Swarmth ‖ building social applications february 2007 19
20. Slide 20: Media and Traffic: Different Registers Conversation flows through ‖ networks = Traffic Media hold the pieces, but not ‖ the sense of the conversation To understand the sense of ‖ what is being said, you have to be in the flow, not outside building social applications february 2007 20
21. Slide 21: Tags David Weinberger on Tags: ‖ Tags matter for social reasons. They ¶ allow the grassroots to create the way in which stuff is classified, instead of having to file things in pre-built categories. But the words we use to tag things depend on our intentions and our social context. Find people who tag items the same way as you do and you've now found a social group based not around shared interests but around shared ways of thinking and shared ways of speaking: Communities of tags. building social applications february 2007 21
22. Slide 22: Discovery The primary abiding motivator: Discovery ‖ Discovery of ‖ Things (a red herring: the functional domain) ‖ Places (the Third Space) ‖ People (who fill the places) ‖ Self (at the still point of the turning world) ‖ building social applications february 2007 22
23. Slide 23: Groupings and Groups Accept the asymmetry of nets ‖ Groupings: ad hoc ‖ assemblages of people with similar interests Groups: symmetric nets ‖ Recall the community of tags ‖ idea? building social applications february 2007 23
24. Slide 24: The Inexorable Power Laws What’s wrong with power? ‖ Vox Populi, Vox Humana ‖ Gaming systems ‖ building social applications february 2007 24
25. Slide 25: Reputation and Swarmth How to measure, how to reward? ‖ Harnessing nets: swarm ‖ intelligence All nets are not the same: is ‖ swarmth fungible? building social applications february 2007 25
26. Slide 26: Group Exercise #1 Form groups ‖ What are the most important functions of the ‖ social applications you use most? What is the ‘market’ that they create, and what ‖ is made more ‘liquid’? building social applications february 2007 26
27. Slide 27: Deep Design Last.fm ‖ Upcoming.org ‖ Facebook ‖ ThisNext ‖ building social applications february 2007 27
28. Slide 28: Last.fm building social applications february 2007 28
29. Slide 29: Last.fm building social applications february 2007 29
30. Slide 30: Last.fm building social applications february 2007 30
31. Slide 31: Last.fm building social applications february 2007 31
32. Slide 32: Last.fm building social applications february 2007 32
33. Slide 33: Last.fm Even a winner can make mistakes ‖ Why aren’t tags the source of ‖ groupings? Instead, they have old- style groups. Can’t search for groups? ‖ building social applications february 2007 33
34. Slide 34: Upcoming.org building social applications february 2007 34
35. Slide 35: Upcoming.org building social applications february 2007 35
36. Slide 36: Upcoming.org building social applications february 2007 36
37. Slide 37: Facebook building social applications february 2007 37
38. Slide 38: Facebook building social applications february 2007 38
39. Slide 39: Facebook Groups, not groupings, again ‖ building social applications february 2007 39
40. Slide 40: Facebook building social applications february 2007 40
41. Slide 41: ThisNext building social applications february 2007 41
42. Slide 42: ThisNext building social applications february 2007 42
43. Slide 43: ThisNext building social applications february 2007 43
44. Slide 44: ThisNext building social applications february 2007 44
45. Slide 45: Cautionary Tales Basecamp and the Federation of Work ‖ Outside.in and The Social Tipping Point ‖ Blinksale and the Missing Market ‖ building social applications february 2007 45
46. Slide 46: Basecamp and the Federation of Work Why can’t I see all my Basecamp projects in ‖ one view, independent of account? More than single login ‖ Pervasive static models, hardly any flow ‖ building social applications february 2007 46
47. Slide 47: Outside.in and The Social Tipping Point Where’s me? ‖ Where’s the ‖ people? Racing to ‖ market before getting the social dimension right. Inevitably: ‖ relaunch. building social applications february 2007 47
48. Slide 48: Blinksale: the Case of the Missing Market building social applications february 2007 48
49. Slide 49: Group Exercise 2: Explorations Again, form groups ‖ A Social iTunes ‖ Why Are Calendars So Hard? ‖ Social Browsing ‖ building social applications february 2007 49
50. Slide 50: Building Social Applications Stowe Boyd stowe.boyd@gmail.com +1 703 966 9854 625 2nd St, San Francisco CA 94107