Seduction of the Swarm
Understanding patterns of online participation
Hello
University of Maryland College Park
Sousveillance
Lifecasting as grassroots surveillance
What’s the big deal?
 It’s like firing up all the light bulbs at once.
That “Web 2.0” idea
 Web 1.0 = Browsing (passive)
 Web 2.0 = Participating (active)
Collective Intelligence
“the capacity of a human community to evolve toward higher
 order complexity thought, problem-solv...
On Coordination
  the folksonomy example
Taxonomy
Dewey Decimal System: Religion

           •   292 Classical
           •   293 Germanic religion
           •   ...
Taxonomy

  • From the quot;to classify”
              Greek verb:
    tassein =
    nomos = law, science, quot;economyquo...
Folksonomy
how photo tagging works
Folksonomy
photos tagged as “gadget”
Folksonomy
                          tagcloud of LibraryThing’s books




Source: http://www.librarything.com/tagcloud.php
Folksonomy
   • Folksonomy = folk + taxonomy
   • Open, democratic form of
     organization

   • Tags bridge structure a...
On Cooperation
   the wiki example
FluWiki
the bird flu pandemic
The New PR / Wiki
   public relations industry wiki
What is a Wiki?
• The first Wiki, WikiWikiWeb, was created by Ward
  Cunningham in 1995

• Named after Hawaiian bus service...
Wikipedia vs. Britannica
         • Among 42 entries tested in both
           encyclopedias, the difference in
          ...
On Cognition
the wisdom of the crowds example
Wisdom of the Crowds
        • Francisat a county fair accurately
                  Galton's surprise that the
          c...
Wisdom of the Crowds

        • Marketocracy.com’s community
          of 60,000 online stock traders
          tracks the...
Benefits of Participation
 • collective intelligence - collaborative
 • transparent - instant gratification
 • non-hierarchi...
What make online communities unique?
Motivations of
             the Gift Economy
                                          •
•                                ...
Nature of Digital Goods
• In an online community, the setting is a
  network of digital information.

• Possible to produc...
Nature of Public Goods
•   Indivisible
    A person's consumption of the good does not reduce the
    amount available to ...
Digital + Public Goods

• Information or “digital goods” are uniquely
  suited to be exchanged in a gift economy

• “Pure ...
But wait...
What qualities enable some web services
  to be more pervasive than others?
Using Game Mechanics
       • “Applying Games Mechanics To
         Functional Software” by Amy Jo
         Kim, Creative ...
On Ambient Intimacy
       • Leisa Reichelt coined the term
         “ambient intimacy”

       • Describes the genreby Tw...
On Walled Gardens
      • A socialbuilding and verifying of
                 network service focuses
        on the
      ...
On Future
social cyborg = the human platform
Doom
first person shooter + cinema-verite
Strange Days
personal experiences for sale
Gordon Bell of Microsoft
     (memory prosthetic)
Steve Mann
world’s first known cyborg
Jennifer Ringley (JenniCam)
         1996 - 2003
Justin Kan (justin.tv)
 lifecasting goes commercial
Testing wearable video over EVDO...
(Samsung EVDO phone, Sony Vaio UX, Logitech cam)
ZaoBao newspaper
      (July 2007)
On You
what do you want to know?
Seduction Of The Swarm: Understanding patterns of online participation
Seduction Of The Swarm: Understanding patterns of online participation
Seduction Of The Swarm: Understanding patterns of online participation
Seduction Of The Swarm: Understanding patterns of online participation
Seduction Of The Swarm: Understanding patterns of online participation
Seduction Of The Swarm: Understanding patterns of online participation
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Seduction Of The Swarm: Understanding patterns of online participation

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I was invited to give an online guest lecture on emerging web technology. I chose to build on the collective intelligence series I've been working on, so I'll be presenting this LIVE via Google Docs and Skype. This invitation came from an Information Systems instructor at the Robert H. Smith School of Business, University of Maryland College Park.

See full blog post about this presentation at http://theory.isthereason.com/?p=1982

Published in: Business, Technology

Seduction Of The Swarm: Understanding patterns of online participation

  1. Seduction of the Swarm Understanding patterns of online participation
  2. Hello University of Maryland College Park
  3. Sousveillance Lifecasting as grassroots surveillance
  4. What’s the big deal? It’s like firing up all the light bulbs at once.
  5. That “Web 2.0” idea Web 1.0 = Browsing (passive) Web 2.0 = Participating (active)
  6. Collective Intelligence “the capacity of a human community to evolve toward higher order complexity thought, problem-solving and integration through collaboration and innovation.” - George Por
  7. On Coordination the folksonomy example
  8. Taxonomy Dewey Decimal System: Religion • 292 Classical • 293 Germanic religion • 294 Indic origin • 295 Zoroastrianism • 296 Judaism • 297 Islam • 298 Not assigned • 299 Other religions • … What about Buddhism?
  9. Taxonomy • From the quot;to classify” Greek verb: tassein = nomos = law, science, quot;economyquot; • The science of classifying things • Hierarchical tree-like structure • Requires planning and expertise
  10. Folksonomy how photo tagging works
  11. Folksonomy photos tagged as “gadget”
  12. Folksonomy tagcloud of LibraryThing’s books Source: http://www.librarything.com/tagcloud.php
  13. Folksonomy • Folksonomy = folk + taxonomy • Open, democratic form of organization • Tags bridge structure and meaning • Tags reflect the social fabric • “It’s like 90% of10 ‘proper’ a taxonomy but times simpler” (Butterfield, 2004)
  14. On Cooperation the wiki example
  15. FluWiki the bird flu pandemic
  16. The New PR / Wiki public relations industry wiki
  17. What is a Wiki? • The first Wiki, WikiWikiWeb, was created by Ward Cunningham in 1995 • Named after Hawaiian bus service,Wiki Wiki • “The simplest online database that could possibly work” - Ward • Allows users to easily create and edit Web pages using any Web browser • Encourages democratic use of Web • Source: http://wiki.org/wiki.cgi?WhatIsWiki
  18. Wikipedia vs. Britannica • Among 42 entries tested in both encyclopedias, the difference in accuracy was not great. • On the topical area of science: • Wikipedia had 4 inaccuracies • Britannica had 3 inaccuracies
  19. On Cognition the wisdom of the crowds example
  20. Wisdom of the Crowds • Francisat a county fair accurately Galton's surprise that the crowd guessed the weight of an ox when their individual guesses were averaged • The average was closer to the ox's true butchered weight than the estimates of most crowd members, and also closer than any of the separate estimates made by cattle experts
  21. Wisdom of the Crowds • Marketocracy.com’s community of 60,000 online stock traders tracks the decisions of its top 100 portfolios to set the investment strategy for its mutual fund. • Its index in 11outperformed the has S&P 500 of the past 17 quarters.
  22. Benefits of Participation • collective intelligence - collaborative • transparent - instant gratification • non-hierarchical - democratic • potential for passion - ownership • open to public - reputation • permanence - searchable resource
  23. What make online communities unique?
  24. Motivations of the Gift Economy • • Need Reciprocity One may produce and The most anticipated factor that contribute a public good for the motivates people to give. simple reason that a person or the groups as a whole has a • Reputation need for it. The willingness to help others can all work to increase one's prestige • Attachment in a community. The commitment one has to the group, one’s utility. • Sense of Efficacy The feeling an individual has that • Side-effect makes them feel that they have Private behavior makes cost of some effect on the environment sharing near zero. around them.
  25. Nature of Digital Goods • In an online community, the setting is a network of digital information. • Possible to produce an infinite number of perfect copies of a piece of information. • Information is being produced in a deeply interwoven network of actors.
  26. Nature of Public Goods • Indivisible A person's consumption of the good does not reduce the amount available to another. e.g. watching fireworks display • Non-excludable When it is difficult to exclude individuals from benefiting from the good. e.g. national defense system • In most cases a public good will exhibit these two qualities to some degree only; pure public goods are the exception.
  27. Digital + Public Goods • Information or “digital goods” are uniquely suited to be exchanged in a gift economy • “Pure indivisibility” – my use of information does not reduce your ability to use • Information on the internet becomes a “public good”
  28. But wait... What qualities enable some web services to be more pervasive than others?
  29. Using Game Mechanics • “Applying Games Mechanics To Functional Software” by Amy Jo Kim, Creative Director of ShuffleBrain • Five Game Mechanics 1. Collecting 2. Earning Points 3. Feedback 4. Exchanges 5. Customization
  30. On Ambient Intimacy • Leisa Reichelt coined the term “ambient intimacy” • Describes the genreby Twitter, of social computing apps led Jaiku, and Pownce. • Refers to the constant sense of closeness users feel with their circle of friends through technologies that informally reveal us to each other.
  31. On Walled Gardens • A socialbuilding and verifying of network service focuses on the online social networks for communities of people who share interests and activities • Mostare “walled social networking traditional sites gardens” (e.g. Facebook) • Trap user content to derive ad revenue • Can’t leave? Loss of coordination.
  32. On Future social cyborg = the human platform
  33. Doom first person shooter + cinema-verite
  34. Strange Days personal experiences for sale
  35. Gordon Bell of Microsoft (memory prosthetic)
  36. Steve Mann world’s first known cyborg
  37. Jennifer Ringley (JenniCam) 1996 - 2003
  38. Justin Kan (justin.tv) lifecasting goes commercial
  39. Testing wearable video over EVDO... (Samsung EVDO phone, Sony Vaio UX, Logitech cam)
  40. ZaoBao newspaper (July 2007)
  41. On You what do you want to know?

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