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Social Information Architecture IA Summit 2007 Las Vegas, Nevada March 22, 2007
Today’s Agenda <ul><li>8:30 Introduction to Social IA </li></ul><ul><li>10:15 Tagging and Folksonomies </li></ul><ul><li>1...
About the Exercises <ul><li>We’ll break into small groups (5 or 6 people) </li></ul><ul><li>Work with the same group all d...
Speakers <ul><li>Rashmi Sinha </li></ul><ul><li>Thomas Vander Wal </li></ul><ul><li>Gene Smith </li></ul>
<ul><li>Information Architecture is the </li></ul><ul><li>Structural design of shared information environments </li></ul>
<ul><li>Information Architecture is the </li></ul><ul><li>Structural design of shared information environments </li></ul><...
Social information architecture <ul><li>User actions create some or all of the structure of an information environment </l...
 
 
 
 
 
 
 
 
Why is social IA important? <ul><li>Growth in online collaboration </li></ul><ul><li>Emergence of web as social infrastruc...
Recent Trends <ul><li>Mass amateurization </li></ul><ul><li>Mass collaboration </li></ul><ul><li>Online sharing </li></ul>...
Social Software Definition <ul><li>Social software  enables people to rendezvous, connect or collaborate through computer-...
More Social Software Definitions <ul><li>Software that treats groups different that individuals </li></ul><ul><li>Stuff th...
Social Software Building Blocks
Wisdom of Crowds <ul><li>Under the right conditions, groups are smarter than individuals </li></ul><ul><li>Conditions </li...
Architectures of Participation <ul><li>Systems designed  </li></ul><ul><ul><li>For user contribution </li></ul></ul><ul><u...
Creators, Synthesizers and Consumers
A Digression…
 
 
 
Yahoo’s Popular Photos <ul><li>Different actions lead to different patterns </li></ul><ul><li>Patterns are consistent (but...
 
Three ingredients for social IA <ul><li>Capture User Actions </li></ul><ul><li>Aggregate and Display </li></ul><ul><li>Fee...
User Actions
User Actions <ul><li>Things people do online that we can track </li></ul><ul><li>Building blocks </li></ul><ul><ul><li>Pop...
 
 
 
 
 
 
Del.icio.us
Amazon
YouTube
The Genius of Digg
 
Aggregation & Display <ul><li>Bringing together user actions in a relevant way </li></ul><ul><li>Displaying them </li></ul...
Kinds of Aggregation (not an exhaustive list) <ul><li>Listing </li></ul><ul><li>Ranking </li></ul><ul><li>Clustering </li>...
Listing (and prototagging)
Ranking <ul><li>Count an action </li></ul><ul><li>Order them </li></ul>
 
NYTimes.com
Clustering
Collaborative Filtering
Other Algorithms
Interestingness
Feedback
<ul><li>A  feedback loop  is a system where outputs are fed back into the system as inputs, increasing or decreasing effec...
Positive Feedback <ul><li>First, close your eyes </li></ul><ul><li>Listen for clapping </li></ul><ul><li>If you hear a cla...
Negative Feedback <ul><li>First, close your eyes </li></ul><ul><li>Listen for clapping </li></ul><ul><li>If you hear a cla...
Positive feedback <ul><li>If someone immediately around you has their hand up, raise your hand </li></ul><ul><li>For now, ...
Negative feedback <ul><li>If the person immediately in front of you or to your left has their hand, raise your hand </li><...
Feedback fuels system
Positive feedback in Digg
Positive feedback in Digg
 
Democradig
 
Tagging Suggestions
<ul><li>“ There are obvious dangers in establishing a positive feedback loop where potentially unsuitable tags may be reus...
Places to Intervene (also not an exhaustive list) <ul><li>Introduce delays </li></ul><ul><li>Modify the strength of feedba...
Challenges <ul><li>Spam </li></ul><ul><li>Gaming </li></ul><ul><li>Balance </li></ul><ul><li>Relevance </li></ul><ul><li>U...
Design Principles <ul><li>Allow for different levels of engagement </li></ul><ul><li>Monitor and tweak feedback loops </li...
Exercise
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Social Information Architecture Workshop

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My presentation for the Social IA Workshop at the IA Summit (March 22, 2007)

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Social Information Architecture Workshop

  1. 1. Social Information Architecture IA Summit 2007 Las Vegas, Nevada March 22, 2007
  2. 2. Today’s Agenda <ul><li>8:30 Introduction to Social IA </li></ul><ul><li>10:15 Tagging and Folksonomies </li></ul><ul><li>1:00 Designing for Social Sharing </li></ul><ul><li>3:30 Presentations, Q & A </li></ul><ul><li>5:00 Wrap-up & Drinks </li></ul>
  3. 3. About the Exercises <ul><li>We’ll break into small groups (5 or 6 people) </li></ul><ul><li>Work with the same group all day </li></ul><ul><li>Each speaker has different exercises </li></ul><ul><li>Speakers might influence each others’ exercises </li></ul><ul><li>Present in the afternoon </li></ul>
  4. 4. Speakers <ul><li>Rashmi Sinha </li></ul><ul><li>Thomas Vander Wal </li></ul><ul><li>Gene Smith </li></ul>
  5. 5. <ul><li>Information Architecture is the </li></ul><ul><li>Structural design of shared information environments </li></ul>
  6. 6. <ul><li>Information Architecture is the </li></ul><ul><li>Structural design of shared information environments </li></ul><ul><li>Shared design of semi-structured information environments </li></ul>
  7. 7. Social information architecture <ul><li>User actions create some or all of the structure of an information environment </li></ul><ul><li>Using the wisdom of crowds to solve the problems of IA </li></ul><ul><ul><li>Find, use and interact in information environments </li></ul></ul>
  8. 16. Why is social IA important? <ul><li>Growth in online collaboration </li></ul><ul><li>Emergence of web as social infrastructure </li></ul><ul><li>Increasing interest in using social media for business purposes </li></ul><ul><li>Pressure to move beyond hand-crafted IA </li></ul>
  9. 17. Recent Trends <ul><li>Mass amateurization </li></ul><ul><li>Mass collaboration </li></ul><ul><li>Online sharing </li></ul><ul><li>Explosion of web-based social technologies </li></ul>
  10. 18. Social Software Definition <ul><li>Social software enables people to rendezvous, connect or collaborate through computer-mediated communication. </li></ul><ul><ul><li>Wikipedia </li></ul></ul>
  11. 19. More Social Software Definitions <ul><li>Software that treats groups different that individuals </li></ul><ul><li>Stuff that gets spammed </li></ul><ul><li>“ people will bend communications tools to social uses” </li></ul><ul><ul><li>Clay Shirky </li></ul></ul>
  12. 20. Social Software Building Blocks
  13. 21. Wisdom of Crowds <ul><li>Under the right conditions, groups are smarter than individuals </li></ul><ul><li>Conditions </li></ul><ul><ul><li>Diversity </li></ul></ul><ul><ul><li>Independence </li></ul></ul><ul><ul><li>Decentralization </li></ul></ul><ul><ul><li>Aggregation </li></ul></ul>
  14. 22. Architectures of Participation <ul><li>Systems designed </li></ul><ul><ul><li>For user contribution </li></ul></ul><ul><ul><li>Around the culture and economics of openness </li></ul></ul><ul><ul><li>For individuals, groups and crowds </li></ul></ul>
  15. 23. Creators, Synthesizers and Consumers
  16. 24. A Digression…
  17. 28. Yahoo’s Popular Photos <ul><li>Different actions lead to different patterns </li></ul><ul><li>Patterns are consistent (but subtle) </li></ul><ul><li>This is information architecture </li></ul><ul><li>Need to understand them if we are to create structure from them </li></ul>
  18. 30. Three ingredients for social IA <ul><li>Capture User Actions </li></ul><ul><li>Aggregate and Display </li></ul><ul><li>Feedback </li></ul>
  19. 31. User Actions
  20. 32. User Actions <ul><li>Things people do online that we can track </li></ul><ul><li>Building blocks </li></ul><ul><ul><li>Popularity </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Reputation </li></ul></ul><ul><li>Ignore higher goals & motivations </li></ul>
  21. 39. Del.icio.us
  22. 40. Amazon
  23. 41. YouTube
  24. 42. The Genius of Digg
  25. 44. Aggregation & Display <ul><li>Bringing together user actions in a relevant way </li></ul><ul><li>Displaying them </li></ul><ul><li>Rules </li></ul>
  26. 45. Kinds of Aggregation (not an exhaustive list) <ul><li>Listing </li></ul><ul><li>Ranking </li></ul><ul><li>Clustering </li></ul><ul><li>Collaborative filtering </li></ul><ul><li>Other algorithms </li></ul>
  27. 46. Listing (and prototagging)
  28. 47. Ranking <ul><li>Count an action </li></ul><ul><li>Order them </li></ul>
  29. 49. NYTimes.com
  30. 50. Clustering
  31. 51. Collaborative Filtering
  32. 52. Other Algorithms
  33. 53. Interestingness
  34. 54. Feedback
  35. 55. <ul><li>A feedback loop is a system where outputs are fed back into the system as inputs, increasing or decreasing effects. </li></ul><ul><li>- Wikipedia </li></ul>
  36. 56. Positive Feedback <ul><li>First, close your eyes </li></ul><ul><li>Listen for clapping </li></ul><ul><li>If you hear a clap, you must also clap </li></ul><ul><li>Try to clap within 0.5 seconds </li></ul><ul><li>Don’t stop until I say stop </li></ul>
  37. 57. Negative Feedback <ul><li>First, close your eyes </li></ul><ul><li>Listen for clapping </li></ul><ul><li>If you hear a clap, you must also clap </li></ul><ul><li>Try to clap within 0.5 seconds </li></ul><ul><li>Once you’ve clapped, you can’t clap again for two seconds </li></ul>
  38. 58. Positive feedback <ul><li>If someone immediately around you has their hand up, raise your hand </li></ul><ul><li>For now, ignore empty chairs </li></ul>
  39. 59. Negative feedback <ul><li>If the person immediately in front of you or to your left has their hand, raise your hand </li></ul><ul><li>If they put their hand down, put your hand down </li></ul>
  40. 60. Feedback fuels system
  41. 61. Positive feedback in Digg
  42. 62. Positive feedback in Digg
  43. 64. Democradig
  44. 66. Tagging Suggestions
  45. 67. <ul><li>“ There are obvious dangers in establishing a positive feedback loop where potentially unsuitable tags may be reused due to the tag’s initial popularity and subsequent exposure as a tag recommendation. This leads one to wonder whether it is preferable to have popular (but perhaps not intuitively obvious) tags, or to have a larger spread of relatively uncommon tags, possibly representing more accurate reflections or a wider spread of points of view” </li></ul><ul><ul><li>Marieke Guy & Emma Tonkin </li></ul></ul>
  46. 68. Places to Intervene (also not an exhaustive list) <ul><li>Introduce delays </li></ul><ul><li>Modify the strength of feedback loops </li></ul><ul><li>Who has access to what information? </li></ul><ul><li>Adjust incentives and punishments </li></ul><ul><li>Change the system </li></ul>
  47. 69. Challenges <ul><li>Spam </li></ul><ul><li>Gaming </li></ul><ul><li>Balance </li></ul><ul><li>Relevance </li></ul><ul><li>Unintended consequences </li></ul>
  48. 70. Design Principles <ul><li>Allow for different levels of engagement </li></ul><ul><li>Monitor and tweak feedback loops </li></ul><ul><li>Trade-offs: transparency v. gaming </li></ul><ul><ul><li>Digg started simple, became more complicated to deal with gaming (but also became less satisfying to use) </li></ul></ul><ul><li>Participate in larger ecosystem </li></ul><ul><ul><li>YouTube is viral </li></ul></ul><ul><li>Design new actions, aggregators, display </li></ul>
  49. 71. Exercise

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