1




                     Beta
Yahoo Presentation
2




    trustmojo.com
3




Blog
Reputation and Fingerspitzgefühl

The System of Reputation

Your Vulnerability Makes Me Trust You

“Can I trust...
4
5




    flickr.com/photos/alexanderljung
6




    4
    Stories about Trust
7




    First Story
    Mary & eBay
8




    Mary
9




    Mary Sells Soft Animals On eBay
10




     Trustworthy
11




     Investment
12




     Deal goes bad
13




     Negative feedback
14




     !
15




     Retaliation?
16




     Trustworthy
17




     Investment
18




     Community value vs personal
               risk?
19




     eBay lacks negative feedback
20




     ...and has to much positive
21




     Result?
22




     Ratings
23




     85-99%
24




     What has happened?
25




     Social cue
26




     Objective – deceptive
27




     Multi-dimensional phenomena
        One-dimensional value
     Multi-dimensional social cue
28




     Obfuscating the objectivity
29




     Need for literacy
30




Summary
31




     Second Story
     Rating Your Friends
32




     Adam
33




     The Genius Workshop
34




Ratings arrive
35




     “Google has given us (unasked) a new
     feature to rate posts. I don’t like it.
     Actually, I really hate...
36




     ?
37




        Gemeinschaft
             &
         Gesellschaft


Tönnies 1887
38




Dichotomies
     Gemeinschaft     Gesellschaft
     Village          City
     Informal         Formal
     Quality...
39




     Informal turned into formal
40




Types of trust


       Calculus-based trust
                  &
     Identification-based trust
41




Summary
42



     Third Story
     Granovetter &
     Trusted email
43




Jennifer Golbeck & James Hendler
44




     TrustMail
45




     Rate your contacts
46




     Contacts rate their contacts
47




     Transitive trust
48




     Trust score as relevance
49




     Great – my inbox is chaos
50




     I need help
51




     But...
52




     Overall trust score?
53




     Cross-context?
54




     Post-modern identity
55




     Eric
56




                         Link-Eric

     Link-Alex   high                high   Stamp-Mike
                        ...
57




     Trust is not transitive across
      different facets of identity
58




     Overall trust?
59




Close friends

                       Friends of Friends
 Close Friends




                                       ...
60




Summary
61




     Fourth Story
     Delicious Friends
62




     del.icio.us/ericwahlforss
63




     Social networking by URL
64




     Tagcloud scanning
65




     del.icio.us/24thcentury
66




     Googlestalking
67




     flickr.com/photos/24thcentury
68




     “Good Sleuthing. I am, indeed, the
     24thcentury on del.icio.us. And this is
     the most social I have be...
69




     ?
70




     It works
71




     I trust you–do you trust me?
72




     Trust by similarity
73




     In the same boat
74




Summary
75




Moral of all the Stories?
76




     No Panacea
77




     Trust in trust!
78




     Our Research Today
79




     “Trust is a mechanism for the reduction
     of social complexity.” (N. Luhmann)
80




     “One leaves others an opportunity to
     harm one when one trusts, and also
     shows one’s confidence that ...
81




Trust Structures

     Gemeinschaft and Gesellschaft

     Identification- and calculus-based trust

     Different ...
82




MicroTrust
     “Trust Your Instincts”

     The unconscious guide in the complexity of everyday life

     Where d...
83
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Trustmojo Talk at Yahoo Innovation

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We based the presentation on four different stories that all relate to trust in various ways.

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Trustmojo Talk at Yahoo Innovation

  1. 1. 1 Beta Yahoo Presentation
  2. 2. 2 trustmojo.com
  3. 3. 3 Blog Reputation and Fingerspitzgefühl The System of Reputation Your Vulnerability Makes Me Trust You “Can I trust Wikipedia?” Television vs Web 2.0 Lying Autonomous Agents Money is Dead My Friend’s Boss Has Little Relevance To Me
  4. 4. 4
  5. 5. 5 flickr.com/photos/alexanderljung
  6. 6. 6 4 Stories about Trust
  7. 7. 7 First Story Mary & eBay
  8. 8. 8 Mary
  9. 9. 9 Mary Sells Soft Animals On eBay
  10. 10. 10 Trustworthy
  11. 11. 11 Investment
  12. 12. 12 Deal goes bad
  13. 13. 13 Negative feedback
  14. 14. 14 !
  15. 15. 15 Retaliation?
  16. 16. 16 Trustworthy
  17. 17. 17 Investment
  18. 18. 18 Community value vs personal risk?
  19. 19. 19 eBay lacks negative feedback
  20. 20. 20 ...and has to much positive
  21. 21. 21 Result?
  22. 22. 22 Ratings
  23. 23. 23 85-99%
  24. 24. 24 What has happened?
  25. 25. 25 Social cue
  26. 26. 26 Objective – deceptive
  27. 27. 27 Multi-dimensional phenomena One-dimensional value Multi-dimensional social cue
  28. 28. 28 Obfuscating the objectivity
  29. 29. 29 Need for literacy
  30. 30. 30 Summary
  31. 31. 31 Second Story Rating Your Friends
  32. 32. 32 Adam
  33. 33. 33 The Genius Workshop
  34. 34. 34 Ratings arrive
  35. 35. 35 “Google has given us (unasked) a new feature to rate posts. I don’t like it. Actually, I really hate it. Feel free to ignore it. In fact, please ignore it. I’m trying to find out if we can turn it off.” Ratings arrive
  36. 36. 36 ?
  37. 37. 37 Gemeinschaft & Gesellschaft Tönnies 1887
  38. 38. 38 Dichotomies Gemeinschaft Gesellschaft Village City Informal Formal Quality Quantity Intimacy Distance A lot of trust Lack of trust
  39. 39. 39 Informal turned into formal
  40. 40. 40 Types of trust Calculus-based trust & Identification-based trust
  41. 41. 41 Summary
  42. 42. 42 Third Story Granovetter & Trusted email
  43. 43. 43 Jennifer Golbeck & James Hendler
  44. 44. 44 TrustMail
  45. 45. 45 Rate your contacts
  46. 46. 46 Contacts rate their contacts
  47. 47. 47 Transitive trust
  48. 48. 48 Trust score as relevance
  49. 49. 49 Great – my inbox is chaos
  50. 50. 50 I need help
  51. 51. 51 But...
  52. 52. 52 Overall trust score?
  53. 53. 53 Cross-context?
  54. 54. 54 Post-modern identity
  55. 55. 55 Eric
  56. 56. 56 Link-Eric Link-Alex high high Stamp-Mike Stamp-Eric high?
  57. 57. 57 Trust is not transitive across different facets of identity
  58. 58. 58 Overall trust?
  59. 59. 59 Close friends Friends of Friends Close Friends you me Weak Tie
  60. 60. 60 Summary
  61. 61. 61 Fourth Story Delicious Friends
  62. 62. 62 del.icio.us/ericwahlforss
  63. 63. 63 Social networking by URL
  64. 64. 64 Tagcloud scanning
  65. 65. 65 del.icio.us/24thcentury
  66. 66. 66 Googlestalking
  67. 67. 67 flickr.com/photos/24thcentury
  68. 68. 68 “Good Sleuthing. I am, indeed, the 24thcentury on del.icio.us. And this is the most social I have been involved with bookmarking.” Contact
  69. 69. 69 ?
  70. 70. 70 It works
  71. 71. 71 I trust you–do you trust me?
  72. 72. 72 Trust by similarity
  73. 73. 73 In the same boat
  74. 74. 74 Summary
  75. 75. 75 Moral of all the Stories?
  76. 76. 76 No Panacea
  77. 77. 77 Trust in trust!
  78. 78. 78 Our Research Today
  79. 79. 79 “Trust is a mechanism for the reduction of social complexity.” (N. Luhmann)
  80. 80. 80 “One leaves others an opportunity to harm one when one trusts, and also shows one’s confidence that they will not take it.” (A. Bater)
  81. 81. 81 Trust Structures Gemeinschaft and Gesellschaft Identification- and calculus-based trust Different contexts – different games Web services as modern institutions Case-study on web 2.0 services
  82. 82. 82 MicroTrust “Trust Your Instincts” The unconscious guide in the complexity of everyday life Where do I direct my attention? Too fast to calculate, based on habit and recognition Low cognitive capacity Online literacy
  83. 83. 83

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