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Welcome to
  Social Web 3.0
- Saving Debbie’s Privacy -
Jean Dobey
                                          @jdobey
                                          /jeandobey
        ...
The Real Life
          Social Network
            Addendum

Before jumping into the online world, we need to better
under...
Debbie’s Real Life
 Social Network




      © 2010 Hibe Inc   Page 4
Hi, I’m Debbie from “The Real Life Social Network v2”
Slideshare presentation published by Paul Adams, Senior
UX Researche...
LA
friends




    As Paul showed, I divide my social life into audiences.

    They are my LA Friends where I used to liv...
San Diego
           friends




   LA
friends




    my new San Diego Friends where I live now…




                    ...
San Diego                      Family
           friends                      members




   LA
friends




    my family…...
San Diego                           Family
           friends                           members




   LA                 ...
San Diego                          Family
           friends                          members




   LA                   ...
San Diego                          Family
           friends                          members




   LA                   ...
San Diego                        Family
           friends                        members




   LA                       ...
San Diego                       Family
           friends                       members




   LA                         ...
San Diego                        Family
           friends                        members




   LA                       ...
San Diego                         Family
           friends                         members




   LA                     ...
Ball park




For example, every Sunday afternoon at the ball park, I
am “Sporty Debbie”…



                     © 2010 H...
Ball park               Church




every Sunday in church, I am “Praying Debbie” …




                    © 2010 Hibe Inc...
Ball park                Church        Rock concert




And, even last night, at my first rock concert, I was
“Rocking Deb...
Ball park               Church        Rock concert




These social contexts influence how I interact with such
public aud...
Surfers              Democrats        Mothers




I can also define more public audiences based on my
interests, beliefs, ...
San Diego                           Family
           friends                           members




   LA                 ...
Conversation in
         The Real Life
        Social Network

A conversation is always about something.




             ...
San Diego                       Family
           friend                        member




                               ...
Not everybody has the same level of interest in what I
share. For some, my conversation may be important,
for others it ma...
However, they always have opt-out options to avoid
noise. They can either avoid the conversations…



                    ...
or they can simply avoid me all together.




                     © 2010 Hibe Inc        Page 26
OR




                                             Annoyed
                                             swimming
        ...
The Real Life
     Social Network Is
   Dynamic and Complex

That’s where Debbie’s worlds collide.




                   ...
San Diego                         Family
           friends                         members




   LA                     ...
San Diego                         Family
           friends                         members




   LA                     ...
San Diego                         Family
           friends                         members




   LA                     ...
San Diego                      Family
           friends                      members




   LA                           ...
San Diego                          Family
           friends                          members




   LA                   ...
San Diego                         Family
           friends                         members




   LA                     ...
San Diego                        Family
           friends                        members




   LA                       ...
Transparency,
      Integrity & Privacy


Debbie needs to make a tough choice; be transparent
or be private without losing...
Should I simply try to cope with this?




             © 2010 Hibe Inc             Page 37
LA        San Diego            Family   Swimming
      friends       friends            members     kids




I can try to ...
LA friends                     LA friends


                                              ?




For example, when I talk t...
LA friends                             LA friends

                       ?                             ?        ?
       ...
LA          San Diego              Family    Swimming
           friends         friends              members     students...
Or should I simply stop worrying
      about my privacy?




         © 2010 Hibe Inc           Page 42
LA       San Diego            Family   Swimming
      friends      friends            members     kids




I can stop worr...
LA        San Diego            Family   Swimming
       friends       friends            members     kids




But if I am ...
Should I simply redefine my audiences?




             © 2010 Hibe Inc             Page 45
LA       San Diego            Family   Swimming
      friends      friends            members     kids




I realize that ...
I can redefine my audiences and portray specific
images to them.



                    © 2010 Hibe Inc                Pag...
LA friends
                        with my brother




For example, I feel uncomfortable having my LA
friends overlapping ...
LA friends
   with my brother         Close LA friends   Other LA friends




To solve the situation, I divide my “LA frie...
Because my close LA friends already know me as either
“Family Debbie” or “LA Debbie”, I will merge them to
form “Close LA ...
LA friends
    with my brother         Close LA friends   Other LA friends




This way, my close LA friends would know me...
In the end, more audiences mean more control over
my image and my privacy.



                   © 2010 Hibe Inc          ...
Gossiping Debbie, Debbie Who?, or Private Debbie…
I am hesitating. Which “Debbie” should I be? If you were
me, which one w...
Identity in The
          Real Life Social
             Network

People naturally portray specific facets (images)
of thei...
As a person, I possess one identity. It includes my
values, beliefs, interests, affiliations, and everything
that makes me...
I can choose to share a subset of my identity with
everybody through one facet.



                     © 2010 Hibe Inc   ...
If I add another facet, I will be able to share specific
things with different audiences



                       © 2010 ...
The more facets I have, the better I manage how people
perceive me.



                    © 2010 Hibe Inc                ...
San Diego                                               Family
 friends                                               memb...
Web 2.0 and the
        Real Life Social
           Network

Our social life gets more complex every day. Many saw
Web 2.0...
My real life social network grows and overlaps overtime,
thanks to this highly connected world we live in.


             ...
Movie lovers                      Family members
                                                                         ...
150




With such a social dynamic, how many facets can I use?
Maybe 150. Certainly not an infinite number, at least
offli...
To help me maintain such a social dynamic, I use
online tools that can handle parts of my network



                    ©...
Web 2.0
          is not enough


There may be great services out there. Can they really
help Debbie?



                 ...
Why do I have to use two systems to share with my
personal and professional audiences when they
overlap? I have co-workers...
Why can’t I share tweets, photos and videos in my
various audiences? I wish Twitter, Youtube and Flickr
would allow me to ...
Why should I use a specialized dating service when I
can easily meet someone through friends on Facebook
or colleagues on ...
Why do I need multiple sites to share with the same
audiences from my social lives? I wish Web 2.0
services considered the...
Superficial or deep relationships?
              Total transparency or privacy?
                Where are my audiences?
  ...
Web 2.0 services need to be rethought!




                    © 2010 Hibe Inc      Page 71
Welcome to
         Social Web 3.0


The next generation of online social networks should
better emulate the way we share ...
I should be allowed to
have multiple facets of
     my identity




       © 2010 Hibe Inc    Page 73
My conversations
should always be about
 something, someone,
      someplace




       © 2010 Hibe Inc   Page 74
I should always be able
   to opt out from any
      conversations




                          OR




       © 2010 Hibe...
I should always be in
            control of my audiences
                                       Family
                  ...
I should be able to
connect to others based
     on pre-defined
       conditions




      © 2010 Hibe Inc     Page 77
Then I would save my privacy
and sync my offline and online
         social lives




           © 2010 Hibe Inc       Pag...
Thanks




© 2010 Hibe Inc   Page 79
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Welcome to Social Web 3.0

This document presents what we believe should be the foundation of Social Web 3.0 and how it can meet the expectations of our real life social network.

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Welcome to Social Web 3.0

  1. Welcome to Social Web 3.0 - Saving Debbie’s Privacy -
  2. Jean Dobey @jdobey /jeandobey /jeandobey blog.hibe.com Hi everyone, my name is Jean Dobey, founder of Hibe. Over the past few years, we investigated the foundation of our real life social network. Our research shows how Web 2.0 services fail to meet people’s expectations. These findings led us to create a new concept of social networking that correlates our online and offline social lives. Recently, Paul Adams, senior UX researcher at Google, released his vision of the real life social network. He suggests his work as the foundation for a future of the web. We find that his vision lacks critical perspectives to describe our real life social network. Here, I explore some of our findings through Debbie’s eyes. I also present what the Social Web 3.0 should be, and what it means for people like Debbie. © 2010 Hibe Inc Page 2
  3. The Real Life Social Network Addendum Before jumping into the online world, we need to better understand how we behave and share offline. © 2010 Hibe Inc Page 3
  4. Debbie’s Real Life Social Network © 2010 Hibe Inc Page 4
  5. Hi, I’m Debbie from “The Real Life Social Network v2” Slideshare presentation published by Paul Adams, Senior UX Researcher, Google © 2010 Hibe Inc Page 5
  6. LA friends As Paul showed, I divide my social life into audiences. They are my LA Friends where I used to live… © 2010 Hibe Inc Page 6
  7. San Diego friends LA friends my new San Diego Friends where I live now… © 2010 Hibe Inc Page 7
  8. San Diego Family friends members LA friends my family… © 2010 Hibe Inc Page 8
  9. San Diego Family friends members LA Swimming friends kids …and my class of 10-year old swimmers. © 2010 Hibe Inc Page 9
  10. San Diego Family friends members LA Swimming friends kids They represent my social network, which I manage with relative ease by behaving and sharing differently with each audience. © 2010 Hibe Inc Page 10
  11. San Diego Family friends members LA Swimming friends kids For my LA friends, I am “LA Debbie” … © 2010 Hibe Inc Page 11
  12. San Diego Family friends members LA Swimming friends kids for my San Diego friends, I am “SD Debbie”… © 2010 Hibe Inc Page 12
  13. San Diego Family friends members LA Swimming friends kids for my Family members, I am “Family Debbie”… © 2010 Hibe Inc Page 13
  14. San Diego Family friends members LA Swimming friends kids …and for my 10-year old swimmers, I am “Teacher Debbie” © 2010 Hibe Inc Page 14
  15. San Diego Family friends members LA Swimming friends kids Aside from my social network, I also behave and share differently with a variety of strangers. © 2010 Hibe Inc Page 15
  16. Ball park For example, every Sunday afternoon at the ball park, I am “Sporty Debbie”… © 2010 Hibe Inc Page 16
  17. Ball park Church every Sunday in church, I am “Praying Debbie” … © 2010 Hibe Inc Page 17
  18. Ball park Church Rock concert And, even last night, at my first rock concert, I was “Rocking Debbie”. © 2010 Hibe Inc Page 18
  19. Ball park Church Rock concert These social contexts influence how I interact with such public audiences. © 2010 Hibe Inc Page 19
  20. Surfers Democrats Mothers I can also define more public audiences based on my interests, beliefs, and life experiences. © 2010 Hibe Inc Page 20
  21. San Diego Family friends members LA Swimming friends kids Fact is, when I am in public, I often model my sharing and behavior from conditions I define or adopt. © 2010 Hibe Inc Page 21
  22. Conversation in The Real Life Social Network A conversation is always about something. © 2010 Hibe Inc Page 22
  23. San Diego Family friend member Swimming kid LA friend When I converse with people, it’s always about something, someone, someplace. © 2010 Hibe Inc Page 23
  24. Not everybody has the same level of interest in what I share. For some, my conversation may be important, for others it may be perceived as noise. © 2010 Hibe Inc Page 24
  25. However, they always have opt-out options to avoid noise. They can either avoid the conversations… © 2010 Hibe Inc Page 25
  26. or they can simply avoid me all together. © 2010 Hibe Inc Page 26
  27. OR Annoyed swimming kid For instance, if I talk too much about my pets and not enough about swimming during class, it will annoy some students. They can make remarks about it, or find another teacher for the next session. © 2010 Hibe Inc Page 27
  28. The Real Life Social Network Is Dynamic and Complex That’s where Debbie’s worlds collide. © 2010 Hibe Inc Page 28
  29. San Diego Family friends members LA Swimming friends kids One day, my brother went to study at UCLA, and asked me to introduce him to my LA friends… © 2010 Hibe Inc Page 29
  30. San Diego Family friends members LA Swimming friends kids while one of my LA friends moved to San Diego where he hooked up with some of my San Diego friends. © 2010 Hibe Inc Page 30
  31. San Diego Family friends members LA Swimming friends kids Another San Diego friend got married with one of my family members… © 2010 Hibe Inc Page 31
  32. San Diego Family friends members LA Swimming friends kids and my nephew joined my swimming class. © 2010 Hibe Inc Page 32
  33. San Diego Family friends members LA Swimming friends kids I thought I could simply adapt my sharing behavior naturally. © 2010 Hibe Inc Page 33
  34. San Diego Family friends members LA Swimming friends kids But life is full of surprises. My audiences keep mixing up overtime… © 2010 Hibe Inc Page 34
  35. San Diego Family friends members LA Swimming friends kids and I am losing control over my network along with my image and privacy. © 2010 Hibe Inc Page 35
  36. Transparency, Integrity & Privacy Debbie needs to make a tough choice; be transparent or be private without losing her integrity. © 2010 Hibe Inc Page 36
  37. Should I simply try to cope with this? © 2010 Hibe Inc Page 37
  38. LA San Diego Family Swimming friends friends members kids I can try to cope with the complexity of my overlapped audiences by adjusting my image and behavior when necessary. © 2010 Hibe Inc Page 38
  39. LA friends LA friends ? For example, when I talk to my LA friends, I would alter my image and behavior when my brother joins us. I would hide some conversations from him. © 2010 Hibe Inc Page 39
  40. LA friends LA friends ? ? ? ? ? ? ? ? ? If more people from other audiences join in, I will keep altering my image and behavior. If this occurs often, my LA friends will not recognize “LA Debbie” anymore. © 2010 Hibe Inc Page 40
  41. LA San Diego Family Swimming friends friends members students ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Problem is, if I keep changing, I will no longer be the “Debbie” people know. I will become superficial and will lack integrity. © 2010 Hibe Inc Page 41
  42. Or should I simply stop worrying about my privacy? © 2010 Hibe Inc Page 42
  43. LA San Diego Family Swimming friends friends members kids I can stop worrying about my image and privacy and be transparent to everybody. This way, I won’t lack integrity. © 2010 Hibe Inc Page 43
  44. LA San Diego Family Swimming friends friends members kids But if I am too transparent, I doubt others will trust me with their information? © 2010 Hibe Inc Page 44
  45. Should I simply redefine my audiences? © 2010 Hibe Inc Page 45
  46. LA San Diego Family Swimming friends friends members kids I realize that my network has changed. © 2010 Hibe Inc Page 46
  47. I can redefine my audiences and portray specific images to them. © 2010 Hibe Inc Page 47
  48. LA friends with my brother For example, I feel uncomfortable having my LA friends overlapping with my brother. © 2010 Hibe Inc Page 48
  49. LA friends with my brother Close LA friends Other LA friends To solve the situation, I divide my “LA friends with my brother” into close LA friends, and other LA friends. © 2010 Hibe Inc Page 49
  50. Because my close LA friends already know me as either “Family Debbie” or “LA Debbie”, I will merge them to form “Close LA Debbie”. © 2010 Hibe Inc Page 50
  51. LA friends with my brother Close LA friends Other LA friends This way, my close LA friends would know me a bit better. They would discover another facet of me and I would not lack integrity. © 2010 Hibe Inc Page 51
  52. In the end, more audiences mean more control over my image and my privacy. © 2010 Hibe Inc Page 52
  53. Gossiping Debbie, Debbie Who?, or Private Debbie… I am hesitating. Which “Debbie” should I be? If you were me, which one would you be? © 2010 Hibe Inc Page 53
  54. Identity in The Real Life Social Network People naturally portray specific facets (images) of their identity to fit specific audiences. © 2010 Hibe Inc Page 54
  55. As a person, I possess one identity. It includes my values, beliefs, interests, affiliations, and everything that makes me unique. © 2010 Hibe Inc Page 55
  56. I can choose to share a subset of my identity with everybody through one facet. © 2010 Hibe Inc Page 56
  57. If I add another facet, I will be able to share specific things with different audiences © 2010 Hibe Inc Page 57
  58. The more facets I have, the better I manage how people perceive me. © 2010 Hibe Inc Page 58
  59. San Diego Family friends members I can be private with people I have less intimacy with, while sharing more with people close to me. © 2010 Hibe Inc Page 59
  60. Web 2.0 and the Real Life Social Network Our social life gets more complex every day. Many saw Web 2.0 a possible solution to our problems. © 2010 Hibe Inc Page 60
  61. My real life social network grows and overlaps overtime, thanks to this highly connected world we live in. © 2010 Hibe Inc Page 61
  62. Movie lovers Family members San Diego friends LA friends Wine lovers Boyfriend Volunteers Swimming Business kids contacts Competition Surfers winners Dentist Co-workers The more I segregate my connections, the more complex my audiences become. © 2010 Hibe Inc Page 62
  63. 150 With such a social dynamic, how many facets can I use? Maybe 150. Certainly not an infinite number, at least offline. © 2010 Hibe Inc Page 63
  64. To help me maintain such a social dynamic, I use online tools that can handle parts of my network © 2010 Hibe Inc Page 64
  65. Web 2.0 is not enough There may be great services out there. Can they really help Debbie? © 2010 Hibe Inc Page 65
  66. Why do I have to use two systems to share with my personal and professional audiences when they overlap? I have co-workers who are also my friends. © 2010 Hibe Inc Page 66
  67. Why can’t I share tweets, photos and videos in my various audiences? I wish Twitter, Youtube and Flickr would allow me to do faceting. © 2010 Hibe Inc Page 67
  68. Why should I use a specialized dating service when I can easily meet someone through friends on Facebook or colleagues on LinkedIn? I wish I could use my existing identity on eHarmony. © 2010 Hibe Inc Page 68
  69. Why do I need multiple sites to share with the same audiences from my social lives? I wish Web 2.0 services considered the overlaps of my audiences. © 2010 Hibe Inc Page 69
  70. Superficial or deep relationships? Total transparency or privacy? Where are my audiences? … Web 2.0 services helped me to some extent, but they also created many issues and discrepancies between my online and offline social lives. © 2010 Hibe Inc Page 70
  71. Web 2.0 services need to be rethought! © 2010 Hibe Inc Page 71
  72. Welcome to Social Web 3.0 The next generation of online social networks should better emulate the way we share and behave offline… © 2010 Hibe Inc Page 72
  73. I should be allowed to have multiple facets of my identity © 2010 Hibe Inc Page 73
  74. My conversations should always be about something, someone, someplace © 2010 Hibe Inc Page 74
  75. I should always be able to opt out from any conversations OR © 2010 Hibe Inc Page 75
  76. I should always be in control of my audiences Family members San Diego friends © 2010 Hibe Inc Page 76
  77. I should be able to connect to others based on pre-defined conditions © 2010 Hibe Inc Page 77
  78. Then I would save my privacy and sync my offline and online social lives © 2010 Hibe Inc Page 78
  79. Thanks © 2010 Hibe Inc Page 79

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