SXSW 2007 - Reputation 2.0

Every Breath You Take: Identity , Attention , Presence and Reputation
‘ Reputation’ - version 0.1 for SXSW 2007
Ted Nadeau, Dot  Line  inc.

Reputation “ I don't give a damn 'bout my reputation. - You're living in the past - it's a new generation!” - Joan Jett

Reputation
What is it?
Where is it? (stored, visible)
What can you do going forward?
What is Reputation 2.0?

Non-Monetary Assets
Identity
Attention
Intention
Influence
Reputation
…
Strength
Intelligence
Wisdom
Constitution
Dexterity
Charisma
Experience

whoami ? Identity
Identity
Asserted by me
Asserted by other individuals
Agreed upon by groups
Agreed upon by me and others

My Identity
Princeton University CS ‘87 (Fractals)
Founder/Consulting through Dot  Line  Inc. (now)
Product Manager - Attention Economy - Root Markets, Inc. & Attention TV, Inc. - Seth Goldstein, r0ml, Steve Gillmor, (06-07)
CIO - International Money Transfer - American Cash Exchange Inc. / PoniCard (03-06)
CTO - Financial Services - Restricted Stock, Inc. (01-03)
CTO - Virtual Communities - Cybersites - TheVines, AncientCities (00-01)
Tech Lead - Imaging & Workflow , Litigation Support, Demutualization - Prudential (95-99)
Developer - Image Processing - Medical, Satellite, GIS (87-94)
Broker - Used Computers - Boston Computer Exchange (84-85)

Reputation / Identity
Your Reputation is part of (connected to) your Identity
It ‘appears’ different to different viewers
You are not (currently) the primary authority of your Reputation . (Perhaps even the last person to ask.)

What is my Reputation?
Not much here from your perspective (yet).
Moderator / Panel Leader, Xian, picked me …

What is this Talk ?
Quick sketch / projection / survey
What this is not :
Deep analysis, Academic research

Research Reputation…
Wikipedia “Reputation” (also R…Management, R…System)
Google “Reputation” (173,000,000 pages)
Dictionary Reputation
del.icio.us Reputation (5647 entries, top is 316)
Reputation Systems
Reputation Management
… R-Services, R-Repositories, Standards …

What do you find? Some Systems focused on Reputation
EigenTrust - Summarize to single number
Whuffie - Cory Doctorow - Down & Out In the Magic Kingdom
Karma
Slashdot, iKarma, KarmaSphere
Opinions
Opinity (“Create a powerful and portable Opinity profile and be trusted”)

Status?
None compelling. (to me)
Reputation 1.0 not yet working as stand-alone destination nor service. No transfers, No consistency,

Plus more…
Conceptual Models …
A Framework for Building Reputation Systems - Pythia
Lots of academic papers …
Reputation - Roger Dingledine, Michael J Freedman, David Molnar, David Parkes, Paul Syverson - April 2003

What is Reputation?
… the general opinion (judgment)
(more technically, a social evaluation)
of (& by) the public (or a group or a person)
toward an entity
(person, a group of people, or an organization or brand or object)
As distinct & different from the background (others)
Concerning the likelihood of the entity
to behave in a certain way in the future
[under certain circumstances]
It is a ubiquitous, spontaneous and highly efficient mechanism of social control

Examples
“ Hagrid has a reputation as a mean drunk.” ( context )
AT&T had a reputation for innovation.- ( lost )
SXSW has a reputation for keeping it weird yet relevant. ( asserted )
FOX News has a reputation for …

Big Reputation
Corporations - Apple, Exxon, etc.
WWF wrestling personalities
Polytheistic Gods - Zeus, Ganesh
Big, Consistent, Shared

Bigger Entities w/ Reputations in Play - Promote, Secure, Image …
The US
Poll suggests world hostile to US - Nearly two-thirds of respondents to an international poll for the BBC say they have an unfavourable opinion of George W Bush. - BBC News 2003.06.13
News Organizations & Journalists
Bob Woodward, Judith Miller, Nicholas Kristof
Politicians - Each Branch/Person (approval ratings)
The Internet

Existing on-line systems
eBay - ‘everyone is above average’
LinkedIn (‘Recommends’)
World of Warcraft
Amazon
Academia - Citation Indexes, Citation Impact (Hirsch Number)
Google PageRank

Pre-Internet Reputation
Scarlet Letter (shame)
FICO credit score ‘likelihood of repayment’
D&B Reports - history of payments
‘Grade A’ Meat
Kosher Inspection
Diamond Grading

Reputation & Rating/Evaluation
Reputation needs degree (comparison)
Needs measurement of truth

Examples
Picking a doctor
Picking a movie
Picking a restaurant in a foreign country
Hiring a consultant

Perfect Reputation System
Different Data Stores & Key Spaces
Your own copy - you own your own data
That of Others - symmetric, they own theirs
Shared / Agreed (3rd Party)
Resolves Conflicts (increases agreement, truth)
Multiple Views - Summarized, Details …

Problems? What Problems?
Reputation Theft (as part of identity)
Reputation Damage, Loss , etc.
Reputation stuck - Ze Frank Bowling League
Identity first, Reputation later
‘ No such thing as bad publicity / Better to be known as something than not at all (ignored). vs. Being Private
Social -> ‘Sybil’ attack (person <> user), etc.
Karma-whoring (slashdot, digg, amazon)

Call to Action - Next Steps
Deepen the conversation
Implement Reputation Systems
Contact xian via his blog
Contact me to start a company (? Kidding?)
Your Reputation
what is it? where is it?

http://marketingusabile.blogspot.com	26
http://www.slideshare.net	11
http://www.marketingusabile.blogspot.com	6
http://172.16.0.186	5
http://drweb.utem.cl	3
http://localhost	3
http://it-dev01.coreprice.com	3
http://campusvirtual.unex.es	2
http://xianlandia.com	2
http://www.utpl.edu.ec	2
http://www.netvibes.com	1
http://bb.ballisticcell.com	1
https://lipscomb.blackboard.com	1

SXSW 2007 - Reputation 2.0

by Ted Nadeau

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SXSW 2007 - Reputation 2.0 Webinar Transcript