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Designing  Social Websites  Christina Wodtke
Page about Christina
Audience question: “what do you want?”  I don’t want to ask everyone to say what they want, but here I like to ask a few folks to offer “if you don’t’ get X, will you leave mad? You What do you want?
Jargon Check ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is social, really?
Credit Tim O’Reilly
The Social Web is a digital space where data about human interactions is as important as other data types for providing value Community is when those humans care about each other.
[object Object],Social XXX ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Nothing New
Why bother?
Trebor Scholz  http://collectivate.net
8 days after a video was posted showing how to pick the lock in 30 seconds using a pen Kryptonite recalled 380,000 locks
Your users have something to tell you. If you don’t give them a way to communicate, they will find one. Trebor Scholz  http://collectivate.net
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tara Hunt
Joshua  Porter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
When do I have to do something about all this?
When? Are you waiting for Web 4.0?
Credits:  Tim O’Reilly’s The Facebook Application Platform   and compete, a a site for web metrics
How do you design social?
B=f(P+E) - Lewin’s Equation B ehavior is a  f unction of a  P erson and his  E nvironment
 
 
The Social Web is built here, from love and esteem
O’Reilly Report on Facebook The Facebook Application Platform
Motivation for hours (and hours and hours) of work
Kollock’s 4 Motivations for Contributing ,[object Object],[object Object],[object Object],[object Object]
Reciprocity
What's the motivation of behind these people actually interacting and participating? …  people want to share with the community what they believe to be important …. and they want to see their name in lights.   They want to see their little icon on the front page, their username on the front page, so other people can see it.   Reputation
Increased sense of efficacy
Attachment to and need of a group
The New Third Place? ,[object Object]
 
205 Structure Follows Social Spaces Conflict No building ever feels right to the people in it unless the physical spaces (defined by columns, walls, and ceilings) are congruent with the social spaces (defined by activities and human groups). Resolution A first principle of construction; on no account allow the engineering to dictate the building's form. Place the load bearing elements- the columns and the walls and floors- according to the social spaces of the building; never modify the social spaces to conform to the engineering structure of the building.
 
36. Degrees of publicness Conflict:  People are different, and the way they want to place their houses in a neighborhood is one of the most basic kinds of difference. Resolution:  Make a clear distinction between three kinds of homes―those on quiet backwaters, those on busy streets, and those that are more or less in-between.  Make sure that those on quiet backwaters are on twisting paths, and that these houses are themselves physically secluded; make sure that the more public houses are on busy streets with many people passing by all day long and that the houses themselves are exposed to the passers-by. The in-between houses may then be located on the paths halfway between the other two. Give every neighborhood about an equal number of these three kinds of homes.
Identity Activity Relationships Social Space Sign-up Invitations Distribution (Viral)
TOWNS  The language begins with patterns that define towns and communities. These patterns can never be designed or built in one fell swoop - but patient piecemeal growth, designed in such a way that every individual act is always helping to create or generate these larger global patterns, will, slowly and surely, over the years, make a community that has these global patterns in it.  BUILDINGS We now,start that part of the language which gives shape to individual buildings. These are the patterns which can be "designed)' or "built”- the patterns which define the individual buildings and the space between buildings; where we are dealing for the first time with Patterns that are under the control of individuals or small groups of individuals, who are able to build the patterns all at once:
Identity Activity Relationships Social Space profile reputation presence Share Convos Collab Contacts Attention Groups Sign-up Invitations Distribution (Viral)
Strategize Exercise 1: brainstorm a new feature or site area that brings a appropriate community to your website.   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Identity profile reputation presence
1.) If you were going to build a piece of social software to support large and long-lived groups, what would you design for? The first thing you would design for is handles the user can invest in.  Clay Shirky, A Group Is Its Own Worst Enemy http://shirky.com/writings/group_enemy.html
Profile   ,[object Object],[object Object],[object Object],[object Object]
Identity is Context Based Facebook- Personal LinkedIN - Professional
Avatar   ,[object Object],[object Object],[object Object],[object Object],[object Object]
Collections
Presence
Presence   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Presence   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2.) Second, you have to design a way for there to be  members in good standing . Have to design some way in which good works get recognized. The minimal way is, posts appear with identity. You can do more sophisticated things like having  formal karma or "member since."
Reputation is… Information  used to make a   value judgment  about an  object or person …
Reputations
Strategize Exercise 2: what elements do you need for identity?   Profile? Presence? Reputation?
Relationships Contacts Attention Groups
you have to find a way to spare the group from scale.  Scale alone kills conversations,  because conversations require dense two-way conversations.  [Dunbar] found that the MAXIMUM number of people that a person could keep up with socially at any given time, gossip maintenance, was 150. This doesn't mean that people don't have 150 people in their social network, but  that they only keep tabs on 150 people max at any given point.
Contacts Attention Groups
Attention
Groups
Connections
Strategize Exercise 3: what kinds of relationships will you support?   Asymmetrical Attention-Based? Groups? Connections?
Activity Share Communicate Collaborate
The AOF Method ,[object Object],[object Object],[object Object],Courtesy of Joshua Porter. Check out bokardo.com!
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
2. Identifying your Social Objects
[object Object],[object Object]
 
What are Social Objects? ,[object Object],[object Object],[object Object],[object Object],[object Object]
3. Choosing your Features
 
Conversations
 
Sharing
Strategize Exercise 4: what are the social objects and what do people do?   i.e. What are your nouns and verbs?
Identity Activity Relationships Social Space profile reputation presence Share Convos Collab Contacts Attention Groups Sign-up Invitations Distribution (Viral)
Social Space
Norms & Caretakers
Community Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Vilification ,[object Object]
Simple (hard) Steps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Does Software Matter? Robin Miller , Cofounder of Slahdot Joel Spolsky , Joel on Software
Probably not
Business Exercise ,[object Object],[object Object]
Why ,[object Object]
[object Object],[object Object]
[object Object],[object Object]
Nobody knows anything. – William Goldman
 
B=f(P,E) B ehavior is a  f unction of a  P erson and his  E nvironment
Some Patterns
Frictionless
 
 
At Hand
[object Object]
 
Impactful Maximize reach
Email this Consumer Broadcaster
Newsfeed, Network Updates Consumer Consumer Consumer Consumer Consumer Broadcaster
Groups, Asymmetric Follow spark
 
Relationship antipatterns ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Targeted Features for the most useful users
 
 
 
Outreach
[object Object]
 
 
 
Checklist ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Distribution Exercise
Questions? http://www.blueprintsfortheweb.com http://www.eleganthack.com http://www.boxesandarrows.com @cwodtke

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Designing the Social Web (for Web2.0 expo)

  • 1. Designing Social Websites Christina Wodtke
  • 3. Audience question: “what do you want?” I don’t want to ask everyone to say what they want, but here I like to ask a few folks to offer “if you don’t’ get X, will you leave mad? You What do you want?
  • 4.
  • 5. What is social, really?
  • 7. The Social Web is a digital space where data about human interactions is as important as other data types for providing value Community is when those humans care about each other.
  • 8.
  • 10. Trebor Scholz http://collectivate.net
  • 11. 8 days after a video was posted showing how to pick the lock in 30 seconds using a pen Kryptonite recalled 380,000 locks
  • 12. Your users have something to tell you. If you don’t give them a way to communicate, they will find one. Trebor Scholz http://collectivate.net
  • 13.  
  • 14.
  • 15.
  • 16. When do I have to do something about all this?
  • 17. When? Are you waiting for Web 4.0?
  • 18. Credits: Tim O’Reilly’s The Facebook Application Platform and compete, a a site for web metrics
  • 19. How do you design social?
  • 20. B=f(P+E) - Lewin’s Equation B ehavior is a f unction of a P erson and his E nvironment
  • 21.  
  • 22.  
  • 23. The Social Web is built here, from love and esteem
  • 24. O’Reilly Report on Facebook The Facebook Application Platform
  • 25. Motivation for hours (and hours and hours) of work
  • 26.
  • 28. What's the motivation of behind these people actually interacting and participating? … people want to share with the community what they believe to be important …. and they want to see their name in lights. They want to see their little icon on the front page, their username on the front page, so other people can see it. Reputation
  • 29. Increased sense of efficacy
  • 30. Attachment to and need of a group
  • 31.
  • 32.  
  • 33. 205 Structure Follows Social Spaces Conflict No building ever feels right to the people in it unless the physical spaces (defined by columns, walls, and ceilings) are congruent with the social spaces (defined by activities and human groups). Resolution A first principle of construction; on no account allow the engineering to dictate the building's form. Place the load bearing elements- the columns and the walls and floors- according to the social spaces of the building; never modify the social spaces to conform to the engineering structure of the building.
  • 34.  
  • 35. 36. Degrees of publicness Conflict: People are different, and the way they want to place their houses in a neighborhood is one of the most basic kinds of difference. Resolution: Make a clear distinction between three kinds of homes―those on quiet backwaters, those on busy streets, and those that are more or less in-between. Make sure that those on quiet backwaters are on twisting paths, and that these houses are themselves physically secluded; make sure that the more public houses are on busy streets with many people passing by all day long and that the houses themselves are exposed to the passers-by. The in-between houses may then be located on the paths halfway between the other two. Give every neighborhood about an equal number of these three kinds of homes.
  • 36. Identity Activity Relationships Social Space Sign-up Invitations Distribution (Viral)
  • 37. TOWNS The language begins with patterns that define towns and communities. These patterns can never be designed or built in one fell swoop - but patient piecemeal growth, designed in such a way that every individual act is always helping to create or generate these larger global patterns, will, slowly and surely, over the years, make a community that has these global patterns in it. BUILDINGS We now,start that part of the language which gives shape to individual buildings. These are the patterns which can be "designed)' or "built”- the patterns which define the individual buildings and the space between buildings; where we are dealing for the first time with Patterns that are under the control of individuals or small groups of individuals, who are able to build the patterns all at once:
  • 38. Identity Activity Relationships Social Space profile reputation presence Share Convos Collab Contacts Attention Groups Sign-up Invitations Distribution (Viral)
  • 39.
  • 41. 1.) If you were going to build a piece of social software to support large and long-lived groups, what would you design for? The first thing you would design for is handles the user can invest in. Clay Shirky, A Group Is Its Own Worst Enemy http://shirky.com/writings/group_enemy.html
  • 42.
  • 43. Identity is Context Based Facebook- Personal LinkedIN - Professional
  • 44.
  • 47.
  • 48.
  • 49. 2.) Second, you have to design a way for there to be members in good standing . Have to design some way in which good works get recognized. The minimal way is, posts appear with identity. You can do more sophisticated things like having formal karma or "member since."
  • 50. Reputation is… Information used to make a value judgment about an object or person …
  • 52. Strategize Exercise 2: what elements do you need for identity? Profile? Presence? Reputation?
  • 54. you have to find a way to spare the group from scale. Scale alone kills conversations, because conversations require dense two-way conversations. [Dunbar] found that the MAXIMUM number of people that a person could keep up with socially at any given time, gossip maintenance, was 150. This doesn't mean that people don't have 150 people in their social network, but that they only keep tabs on 150 people max at any given point.
  • 59. Strategize Exercise 3: what kinds of relationships will you support? Asymmetrical Attention-Based? Groups? Connections?
  • 61.
  • 62.  
  • 63.
  • 64.  
  • 65. 2. Identifying your Social Objects
  • 66.
  • 67.  
  • 68.
  • 69. 3. Choosing your Features
  • 70.  
  • 72.  
  • 74. Strategize Exercise 4: what are the social objects and what do people do? i.e. What are your nouns and verbs?
  • 75. Identity Activity Relationships Social Space profile reputation presence Share Convos Collab Contacts Attention Groups Sign-up Invitations Distribution (Viral)
  • 78.
  • 79.
  • 80.
  • 81. Does Software Matter? Robin Miller , Cofounder of Slahdot Joel Spolsky , Joel on Software
  • 83.
  • 84.
  • 85.
  • 86.
  • 87. Nobody knows anything. – William Goldman
  • 88.  
  • 89. B=f(P,E) B ehavior is a f unction of a P erson and his E nvironment
  • 92.  
  • 93.  
  • 95.
  • 96.  
  • 98. Email this Consumer Broadcaster
  • 99. Newsfeed, Network Updates Consumer Consumer Consumer Consumer Consumer Broadcaster
  • 101.  
  • 102.
  • 103. Targeted Features for the most useful users
  • 104.  
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  • 113.