-
1.
Trust and the
Sharing Economy
-
2.
Topics of Interest
• Defining sharing economies
• Current trust indicators
• Solving the trust issue
-
3.
Defining Economies
Commercial economies: “prices are the primary
source of information about, and incentive for,
resource allocation”
Sharing economies: “non-price-based social
relations play those roles.”
- Yochai Benkler, “Sharing Nicely”
-
4.
Lessig’s Hybrid Economy
Hybrid economies: “one that builds upon both the
sharing and commercial economies, one that adds
value to each … either a commercial entity that
aims to leverage value from a sharing economy, or
it is a sharing economy that builds a commercial
entity to better support its sharing aims”
- Lawrence Lessig, “Remix”
-
5.
Three Stages So Far
• Purely digital
– Flickr, YouTube, forums, communities, etc.
• Focused on sharing
– Freecycle, Couchsurfing
• Driven by value
– Airbnb, Skillshare, WhipCar, Spinlister, SnapGoods
-
6.
The Rise of a New Term…
Collaborative consumption: “an economic
model based on
sharing, swapping, bartering, trading or renting
access to products as opposed to ownership”
- Wikipedia
-
7.
What Can You Share?
-
8.
Altruism vs. Value
-
9.
When Trust Fails
-
10.
Airbnb Aims To Fix It
• $50,000 Host Guarantee
• Address verification
• 24/7 hotline
• Social verification dashboard
• And a whole lot more…
-
11.
Transparent Profiles
-
12.
Integrating the Social Graph
-
13.
Airbnb’s Social Connections
-
14.
Bespoke Insurance
• Insurance for unusual items
• Love Home Swap is working with Lloyd’s to
develop insurance for housing swaps
-
15.
TaskRabbit: An Intense Application
• Essays
• Video Interview (OVIA screening platform)
• Criminal background check
– SSN, name, address
– National, state, local levels
-
16.
Sittercity: Many Profile Checks
-
17.
TaskRabbit: Leaderboards
-
18.
Done.com: Credit Card Verification
-
19.
TrustCloud: A Reputation System
• Mission: help users understand and leverage
online trust they’ve built in the sharing economy
• Immediately accessible, portable, objective,
transparent, secure
-
20.
TrustCloud’s Methodology
• Data vapor: transparency, consistency, longevity
– Twitter, Facebook, LinkedIn, Google+
• Virtuous data: credible, reliable, helpful
– Yelp, TripAdvisor, Quora
-
21.
What about Influence?
• Klout: standard measurement of influence
– measures network size, posting frequency, amplification
– 1-100 scale
-
22.
The Influence Wars
• Kred enters the area
– Influence: 1-1000 score based on retweets, followers, replies
– Outreach: 1-10 score on generosity; rewards actions, interactions with others
-
23.
Kred Scores are Transparent
• Kred shows users an “Activity Statement”
-
24.
Online Meets Offline
• Kred lets users pull in “Offline Kred”
-
25.
Influence vs. Reputation
• Doesn’t account for negative feedback
– 400 negative @mentions = 400 positive @mentions
• Quantity over quality
– Network size
– Posting frequency
– Responses
-
26.
Solving the Trust Issue
• Incorporating transparent profiles
• Integrating the social graph
• Developing bespoke insurance
• Implementing screening processes
• Ranking users on a leaderboard
• Verifying buyer credibility
• Creating a reputation system
• Pulling in offline credibility
-
27.
How can we
solve the trust
problem?
YochaiBenkler is the Berkman Professor of Entrepreneurial Legal Studies at Harvard, and faculty co-director of the Berkman Center for Internet and Society
Commercial entity: AirbnbSharing economy: Flickr, YouTube, Craigslist“will dominate the architecture for commerce on the Web”PUBLISHED 2008Lawrence Lessig: Stanford professor and lawyer. Focused on digital intellectual property.
Commercial entity: AirbnbSharing economy: Flickr, YouTube, Craigslist“will dominate the architecture for commerce on the Web”PUBLISHED 2008Lawrence Lessig: Stanford professor and lawyer. Focused on digital intellectual property.
QUESTION: Anyone participated in collaborative consumption? If so, what’s your experience?
QUESTION: Altruism versus value? Why did you participate?
Personal story: not being able to decline (b/c search ranking)
QUESTION: Has anyone used a site that integrated social connections to improve trust?
Lloyd’s: specialist insurance market
QUESTION: Has anyone applied for TaskRabbit?
Buyers can request checks OR sitters can add checks to their profiles to improve chances
connector, interactive, influencer, longtimerQUESTION:Has anyone used of TrustCloud?
QUESTION: Who knows their Klout score (roughly)?FOLLOW-UP: Do you try to maintain your Klout score?