Web Reputations

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Web Reputations
(Avoiding Social Media Landmines in PM) by F. Randall “Randy” Farmer at SVPMA Monthly Event October 2010

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Web Reputations

  1. 1. Web Reputations(Avoiding Social Media Landmines in PM) F. Randall “Randy” Farmer
  2. 2. Also available free on the companion blog wiki at http://buildingreputation.com © 2010 F. Randall Farmer Bryce Glass
  3. 3. Why Web Reputation Mattersto Product Managers  Increasingly cropping up on your B2C and B2B roadmaps – because it creates value  Many reputation models for different needs  But, Choosing poorly can have a disastrous impact on your product’s success! © 2010 F. Randall Farmer Bryce Glass
  4. 4. 5 things we get wrong about reputation  “It’s the People, Dummy”  “One Reputation to Rule Them All”  “All I Need is Five Stars”  “Competition is Always Good”  “Negative Karma Will Out the Bad Guys” © 2010 F. Randall Farmer Bryce Glass
  5. 5. © 2010 F. Randall Farmer Bryce Glass
  6. 6. A conversation… Hi! Bill! How’s the family, Robert? © 2010 F. Randall Farmer Bryce Glass
  7. 7. Our Wendy will be going to Harvard next year! © 2010 F. Randall Farmer Bryce Glass
  8. 8. Really! I’m curious — why Harvard? © 2010 F. Randall Farmer Bryce Glass
  9. 9. Why, it has the best reputation—especially for law. © 2010 F. Randall Farmer Bryce Glass
  10. 10. Did she consider Yale?© 2010 F. Randall Farmer Bryce Glass
  11. 11. Yes, but we like Harvard’s proximity. © 2010 F. Randall Farmer Bryce Glass
  12. 12. Won’t that be expensive? © 2010 F. Randall Farmer Bryce Glass
  13. 13. We’ll make tradeoffs if we have to — it’s worth it for my little girl! © 2010 F. Randall Farmer Bryce Glass
  14. 14. Reputation Defined © 2010 F. Randall Farmer Bryce Glass
  15. 15. The Reputation Statement © 2010 F. Randall Farmer Bryce Glass
  16. 16. Bill Robert’s Entire Conversation (and Meal!) AreMade of Reputation Statements © 2010 F. Randall Farmer Bryce Glass
  17. 17. People reputation is Karma, and it is special  Karma is user reputation within a context  Karma is useful for building trust between users, and between a user and the site  Karma can be an incentive for participation and contributions  Karma is contextual and has limited utility globally.  Karma comes in several flavors - Participation, Quality and Robust  Karma is complex (via indirect evaluations), and formulation is often opaque  Personal karma is displayed only to the owner, good for measuring progress  Corporate karma is used by the site to find the very best and very worst users  Public karma is displayed to other users, which makes it the hardest to get right   It should be used sparingly   It is hard to understand, isnt expected, and easily confused with content ratings.   It shouldnt be have a socially negative value.   It encourages competition in some users, and may discourage others. © 2010 F. Randall Farmer Bryce Glass
  18. 18. Reputation is… … information used to make a value judgment about an object or a person. … everywhere! … hard, but karma is harder! © 2010 F. Randall Farmer Bryce Glass
  19. 19. One Karma To Rule Them All! © 2010 F. Randall Farmer Bryce Glass
  20. 20. Global Karma? We need it, Right? © 2010 F. Randall Farmer Bryce Glass
  21. 21. Case Study: FICO as Global Karma © 2010 F. Randall Farmer Bryce Glass
  22. 22. Lots of Little Karmas vs. One Big Score © 2010 F. Randall Farmer Bryce Glass
  23. 23. So… One Karma To Rule Them All! Reputation is always in context! © 2010 F. Randall Farmer Bryce Glass
  24. 24. All I Need Is Five Stars… Or Thumbs Up… Or ‘Digg-style’ Voting… Or a ‘Like’ Button © 2010 F. Randall Farmer Bryce Glass
  25. 25. Interface-First Design © 2010 F. Randall Farmer Bryce Glass
  26. 26. One of these things is not like the others… © 2010 F. Randall Farmer Bryce Glass
  27. 27. Consider YouTube © 2010 F. Randall Farmer Bryce Glass
  28. 28. Look Familiar? http://youtube-global.blogspot.com/2009/09/five-stars-dominate- ratings.html © 2010 F. Randall Farmer Bryce Glass
  29. 29. “Great videos prompt action; anythingless prompts indifference. Thus, theratings system is primarily being usedas a seal of approval, not as aneditorial indicator of what thecommunity thinks about a video.” — Shiva Rajaraman, Product Manager © 2010 F. Randall Farmer Bryce Glass
  30. 30. Evolution too far? Like and Dislike © 2010 F. Randall Farmer Bryce Glass
  31. 31. Do You Need a Downvote? From How To Build Dioramas by Sheperd Paine © 2010 F. Randall Farmer Bryce Glass
  32. 32. So… All I Need Is Five Stars? © 2010 F. Randall Farmer Bryce Glass
  33. 33. Instead… Let the Context Determine the Inputs Be Sparing — Ask for Only What You Need Downplay the Downvote © 2010 F. Randall Farmer Bryce Glass
  34. 34. Competition is Always Good! © 2010 F. Randall Farmer Bryce Glass
  35. 35. “We built a point system intoConsumating because we thought givingdirect feedback to people about theirconduct on the site would encouragethem to be nice to one another—you geta thumbs up when you are nice (treat!),and a thumbs down when you are adouche (electric shock!)” — Ben Brown, Internet Rockstar © 2010 F. Randall Farmer Bryce Glass
  36. 36. The Competitive Spectrum © 2010 F. Randall Farmer Bryce Glass
  37. 37. So… Competition is fine if the context calls for it Don’t assume competition where there is none.Competition for Karma will generally escalate. © 2010 F. Randall Farmer Bryce Glass
  38. 38. Negative Karma Will Out the Bad Guys © 2010 F. Randall Farmer Bryce Glass
  39. 39. The Good Guys and The Bad Guys © 2010 F. Randall Farmer Bryce Glass
  40. 40. Cautionary Tale: A Virtual Mafia Shakedown © 2010 F. Randall Farmer Bryce Glass
  41. 41. Cautionary Tale: A Virtual Mafia Shakedown © 2010 F. Randall Farmer Bryce Glass
  42. 42. Cautionary Tale: A Virtual Mafia Shakedown © 2010 F. Randall Farmer Bryce Glass
  43. 43. Karma Meaninglessness and Bankruptcy © 2010 F. Randall Farmer Bryce Glass
  44. 44. Private Karma: Yahoo! Answers Case Study Metric Baseline Goal Result Improvement Mean time: from 18 hours 1 hourReport to Removal ? ? Report evaluation 10% 10% error rate ? ? 100% 10% ?Customer care costs $1 million per year $100,000 per year ? Yahoo! Answers community content moderation system results © 2010 F. Randall Farmer Bryce Glass
  45. 45. Private Karma: Yahoo! Answers Case Study Metric Baseline Goal Result Improvement Mean time: from 120x goal 18 hours 1 hour 30 secondsReport to Removal 2000x baseline Report evaluation 10% 10% 0.1% 100x goal/baseline error rate 100% 10% 0.1% 10x goalCustomer care costs $1 million per year $100,000 per year $10,000 per year 100x baseline Saved $990,000/yr Yahoo! Answers community content moderation system results © 2010 F. Randall Farmer Bryce Glass
  46. 46. So…Karma is Complex (built of indirect inputs) Public Karma is Positive Karma ???? Karma Will Out the Bad Guys © 2010 F. Randall Farmer Bryce Glass
  47. 47. Karma is Complex (built of indirect inputs) Public Karma is Positive Karma Secret Karma can Out the Bad Guys © 2010 F. Randall Farmer Bryce Glass
  48. 48. The Missteps, Corrected…   “It’s the People, Dummy”   Reputation is information used to make a value judgment about an object or a person.   Reputation is everywhere!   Reputation is hard, but karma is harder!   “One Reputation to Rule Them All”   Reputation is always in context.   “All I Need is Five Stars”   Let the context determine the inputs.   Be sparing – ask only for what you need.   Downplay the downvote.   “Competition is Always Good”   Reputation competition is fine if the context calls for it   Don’t assume competition where there is none   Competition for karma will generally escalate   “Negative Karma Will Out the Bad Guys”   Karma is complex (built of indirect inputs)   Public karma is positive karma.   Secret negative karma can out the bad guys © 2010 F. Randall Farmer Bryce Glass
  49. 49. How Product Managers can cope with WebReputation Systems  Many reputation models for different needs   Check out http://buildingreputation.com and/or get a copy of the book!  Choosing poorly can have a disastrous impact on your product’s success!   But you now have some tools for avoiding the worst problems! © 2010 F. Randall Farmer Bryce Glass
  50. 50. Any Questions? © 2010 F. Randall Farmer Bryce Glass

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