Social Software Design for One

Slide 1: Social Software Design for One Thomas Vander Wal Presented to: DCampSouth 2 June 2007 :: Raleigh, North Carolina InfoCloud Solutions, Inc. - 2007

Slide 2: Who is Thomas?

Slide 3: Person Focus on the User

Slide 4: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ The Math of ÷ ∛ Social Software... ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 5: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ∛ Design with + not x, ÷ nor complex algorithms ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 6: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ÷ ∛ 1 Person ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 7: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ÷ ∛ 1 Service ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 8: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ÷ ∛ 1 “Friend” + ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 9: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ÷ Person now sees “2” ∛ + - Self & Friend ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 10: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ + Designer & Developer ÷ ∛ see this as doubling ∑ use in the service + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 11: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ + Designer & ÷ ∛ Developer see “3” ∑ + (2 people and the tool) ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 12: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ∛ Designer & Developer÷ usually see in multiples ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 13: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ Person adds 1 more ÷ ∛ “friend” & finds + ∑ richness + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 14: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ Designer & ÷ ∛ Developer see + service multiplying ∑ + ÷ and scaling - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 15: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ Designer & Developer ÷ ∛ follow costs & revenues ∑ + through formulas ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 16: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ Designer & Developer ÷ ∛ sees social network as ∑ spikes in service use + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 17: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ People view social ∫ ÷ networks as single ∛ connections with ∑ + other people ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 18: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ I met Zorba on the People express the beach in Greece as he was dancing and singing by himself ÷ ∛ richness with another + person by a story ∑ + about the person ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 19: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ People value the ∫ ÷ ∛ relationship between others ∑ + & services ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 20: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ People see a ∫ ÷ connection to their ∛ network through ∑ + the tool/service ÷ - ∓ ∛ -÷∑ + ∛ ∫ ∫∓ + ∛ ∓

Slide 21: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ A person’s network ÷ ∛is comprised of ∑ individuals (1s) + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 22: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ People use the social tool if it ÷ ∛ works for managing & connecting ∑ the individuals in their life + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 23: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ People see 1 + 1 ÷ ∛ & Designer & Developer ∑ see multiples + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 24: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ Successful service ∫ ÷ ∛ designers & developers have their sight on the ∑ + person & personal needs ÷ - ∓ ∛ -÷∑ + ∛ ∫ ∫∓ + ∛ ∓

Slide 25: + ∓ x ∑ ∛ ÷ - + ∑ ÷ ∫ ∫ ÷ ∛ Are you focussed on 1 + 1? ∑ + ÷ - ∓ ∛ ∑ - ÷ + ∛ ∫ ∓ ∫ + ∛ ∓

Slide 27: The Focus of the Web has Changed InfoCloud Solutions, Inc. - 2007

Slide 28: Was InfoCloud Solutions, Inc. - 2007

Slide 29: I Go Get Web We sought “their” information ❖ Focus on content provider ❖ One device ❖ One use ❖ Proprietary formats ❖ Findability focus ❖ Development metaphor was navigation ❖ InfoCloud Solutions, Inc. - 2007

Slide 30: Is InfoCloud Solutions, Inc. - 2007

Slide 31: Come To Me Web “My information” is found or created ❖ Focus on person using ❖ Reuse ❖ Attracting and keeping attracted ❖ Across devices ❖ Open formats ❖ Refindability focus ❖ Development metaphor is attraction ❖ InfoCloud Solutions, Inc. - 2007

Slide 32: Attract to Where? InfoCloud Solutions, Inc. - 2007

Slide 33: Personal InfoCloud InfoCloud Solutions, Inc. - 2007

Slide 34: InfoClouds Global InfoCloud Personal InfoCloud Local InfoCloud External InfoCloud InfoCloud Solutions, Inc. - 2007

Slide 35: Local InfoCloud Portals Location Social Software Local InfoCloud Friends Affiliations Near in Work Thought Organizations InfoCloud Solutions, Inc. - 2007

Slide 36: People Trust InfoCloud Solutions, Inc. - 2007

Slide 37: Resources Trust InfoCloud Solutions, Inc. - 2007

Slide 38: Devices Trust InfoCloud Solutions, Inc. - 2007

Slide 39: Personal Information Workflow InfoCloud Solutions, Inc. - 2007

Slide 40: Design for Personal Workflow Person-centered ❖ Access to information ❖ Organization ❖ Tasks, actions, context aware ❖ InfoCloud Solutions, Inc. - 2007

Slide 41: Personal Info Cycle Seeking Local InfoCloud Recognizing Global InfoCloud Personal Retaining/Storing InfoCloud Using/Creating Following InfoCloud Solutions, Inc. - 2007

Slide 42: Information is needed InfoCloud Solutions, Inc. - 2007

Slide 43: Everywhere InfoCloud Solutions, Inc. - 2007

Slide 44: Everywhere with Context InfoCloud Solutions, Inc. - 2007

Slide 45: Foundation for Development ❖ Build around & for people ❖ Capture perceptions, needs, & uses/reuses ❖ Design information for adaptability InfoCloud Solutions, Inc. - 2007

Slide 46: Attraction Receptors InfoCloud Solutions, Inc. - 2007

Slide 47: MOA - Receptors Perceptual Intellectual Physical Mechanical InfoCloud Solutions, Inc. - 2007

Slide 48: Sharing InfoCloud Solutions, Inc. - 2007

Slide 49: Spheres of Sociality Mob Collective Selective Personal InfoCloud Solutions, Inc. - 2007

Slide 50: Directional Sociality InfoCloud Solutions, Inc. - 2007

Slide 51: All Relationships Are Not Equal InfoCloud Solutions, Inc. - 2007

Slide 52: Real Relationships Self Friend Self Friend Self Friend Self Acquaintance Self ? Stranger ? InfoCloud Solutions, Inc. - 2007

Slide 53: Public & Private InfoCloud Solutions, Inc. - 2007

Slide 54: Unequal Access Public Private InfoCloud Solutions, Inc. - 2007

Slide 55: What Is Tagging? InfoCloud Solutions, Inc. - 2007

Slide 56: Tagging: Definition Simple data/metadata externally applied to ❖ an object Used for sorting ❖ A hook for aggregating ❖ Provides identifier and/or description ❖ Personal markers ❖ InfoCloud Solutions, Inc. - 2007

Slide 57: The “F” Word InfoCloud Solutions, Inc. - 2007

Slide 58: Folksonomy InfoCloud Solutions, Inc. - 2007

Slide 59: Folksonomy: Definition ❖ Folksonomy is the result of personal free tagging of pages and objects for one's own retrieval ❖ The tagging is usually done in a social environment (shared and open to others) ❖ The act of tagging is done by the person consuming the information http://vanderwal.net/folksonomy.html InfoCloud Solutions, Inc. - 2007

Slide 60: Folksonomy:Value The value in this external tagging is derived from people using their own vocabulary and adding explicit meaning, which may meaning come from inferred understanding of the information/object. People are not so much categorizing, as providing a means to connect items (placing hooks) to provide their meaning in their own understanding. InfoCloud Solutions, Inc. - 2007

Slide 61: “The beauty of tagging is that it taps into an existing cognitive process without adding much cognitive cost” Rashmi Sinha http://www.rashmisinha.com/archives/05_09/tagging-cognitive.html InfoCloud Solutions, Inc. - 2006

Slide 62: Every person is an expert in their own vocabulary (tags) InfoCloud Solutions, Inc. - 2007

Slide 63: Every Tag is Sacred InfoCloud Solutions, Inc. - 2007

Slide 64: Folksonomy Triad Object Identity Interest Definition Vocabulary Metadata InfoCloud Solutions, Inc. - 2007

Slide 65: Dual Folksonomy Triad Object Identity Interest Vocabulary Culture Definition Terminology Community Metadata InfoCloud Solutions, Inc. - 2007

Slide 66: The Business Value of Tagging InfoCloud Solutions, Inc. - 2007

Slide 67: Business Tensions Naming control People’s vocabulary Sample groups Every perspective In-house Outside service $$$ w/ value $ w/ unknown value Consistent Emergent InfoCloud Solutions, Inc. - 2007

Slide 68: Cold Start Problem InfoCloud Solutions, Inc. - 2007

Slide 69: Understanding Scaling InfoCloud Solutions, Inc. - 2007

Slide 70: Scaling and Functionality A - Personal Use D B - Serendipity C C - Social Tagging # People Tagging Mature B D - Complex Social System A Times Object is Tagged InfoCloud Solutions, Inc. - 2007

Slide 71: Phases of Interaction Saving and tagging ❖ ❖ Refinding ❖ Clicking, pivoting, exploring ❖ Searching ❖ One’s own tags ❖ Other’s tags ❖ Group ❖ Everybody ❖ Group Social Interaction InfoCloud Solutions, Inc. - 2007

Slide 72: Personal to Social Social Personal Serendipity Complex Mature X X X X Save & Tag X X X X Refind X X X Pivot & Explore X X Search - X Group Interaction InfoCloud Solutions, Inc. - 2007

Slide 73: Social Web Ecosystem ~ 88.9% Consumer ~ 10.% Creators ~ 1% Developers ~ .1% Platform InfoCloud Solutions, Inc. - 2007

Slide 74: Contact E-mail: thomas@infocloudsolutions.com E-mail: thomas@vanderwal.net AIM: vanderwal YIM: tjvanderwal Skype: tjvanderwal InfoCloud Solutions, Inc. - 2007