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Building Whuffie

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Building Whuffie

  1. Building Whuffie Reputation and the Future of the Social Web Kevin Lawver | Music Intelligence Solutions Monday, November 9, 2009
  2. A Brief History of Whuffie • The concept was laid out in Cory Doctorow’s novel Down and Out in the Magic Kingdom • Basically, whuffie is a currency based on reputation. • Geeks were fascinated... Monday, November 9, 2009
  3. Whuffie Explained • Whuffie is based on your interactions with others, and your actions that benefit or hurt the community. • You can see where others’ whuffie comes from: • right-handed whuffie comes from groups you agree with. • left-handed whuffie comes from groups you don’t. Monday, November 9, 2009
  4. How does whuffie apply to community? • Real-world currency isn’t the currency of most online communities. • They usually do center around reputation, even if it’s not quantified • Why not calculate it and use it to recognize your best users? Monday, November 9, 2009
  5. Today’s Communities • Most communities on the web center around a primary social object. • That social object is the source of reputation. • Secondary, yet useful, actions aren’t rewarded. • Single-source reputations (Digg) are easily gamed. Monday, November 9, 2009
  6. Practical Limitations • Whuffie doesn’t travel. It’s local to the community actions happen in. • Good reputations may inform other communities, but your reputation won’t map onto a new community. • Left and Right-handed whuffie is too complex to implement today (for me anyway). Monday, November 9, 2009
  7. Case Study: Flickr Monday, November 9, 2009
  8. Community Actions •Taking and uploading photos • commenting • tagging • creating galleries, sets & adding photos to groups • favoriting • geotagging Monday, November 9, 2009
  9. Which actions get rewarded and are encouraged? Monday, November 9, 2009
  10. Taking pictures... Monday, November 9, 2009
  11. and that’s it. Monday, November 9, 2009
  12. But what would happen if they rewarded other behavior? Monday, November 9, 2009
  13. Rewarding Good Feedback • What if Flickr rewarded people for posting comments? • Adding tags? • Geotagging photos? Monday, November 9, 2009
  14. You’d get better comments, tags and locations for photos; Monday, November 9, 2009
  15. which would encourage photographers... Monday, November 9, 2009
  16. ... to upload more photos... Monday, November 9, 2009
  17. ...creating a virtuous cycle! Monday, November 9, 2009
  18. BuildingYour Own Reputation System Monday, November 9, 2009
  19. How to Build a Reputation System • Catalogue your system’s actions. • Assign positive and negative values. • Then watch the stream and assign values to the objects and users as they “flow” by. • Reward good behavior, discourage bad. • Find and showcase your “best” content. Monday, November 9, 2009
  20. A Sample Whuffie Chart • Post a photo: 25 • Comment on a photo: 15 • Have a comment deleted: -10 • Tag your own photo: 5 • Tag someone else’s photo: 7 • Have your tag deleted: -3 Monday, November 9, 2009
  21. Gaming the System • Automated reputation based on multiple actions is harder to game than user- initiated reputation. • Think about Digg.All they have are votes. If you can infer reputation based on how the community reacts to an object, you don’t need them to vote. Monday, November 9, 2009
  22. Rewarding Unsung Heroes • You can look at different angles of your reputation events and reward the “best” in your community at support activities (commenting, tagging, etc). • Users feel more rewarded for behavior helpful to the community and are then more likely to continue doing it. Monday, November 9, 2009
  23. Reputation Systems in the Wild • All of the major e-mail services have a reputation system in place for stopping spam - but they don’t really reward good behavior. • Flickr’s Interestingness is a reputation system applied only to primary social objects. • Ficly has one, but most results aren’t surfaced yet. Monday, November 9, 2009
  24. Warnings • Active communities produce a lot of reputation events. Calculating reputations for everything can take a long time. • As you grow, you may need to prune actions you watch, or delay calculating reputations for older objects/actions. • Negative actions should have less impact than positive. • Beware precipitous falls or rises and cap them (if needed). Monday, November 9, 2009
  25. The Future of Whuffie • Someone (probably Google) will build a reputation clearing house with an open API. • The sites already gathering reputation data will open it up, scaring the hell out of the unsuspecting masses. • Someone will crack left and right-handed whuffie, giving us a much better idea of who we’re dealing with on first contact. Monday, November 9, 2009
  26. Further Reading •Down and Out in the Magic Kingdom by Cory Doctorow (obviously) •The Whuffie Factor by Tara Hunt Monday, November 9, 2009
  27. Questions? Monday, November 9, 2009
  28. And now a word from our sponsor... Monday, November 9, 2009
  29. Monday, November 9, 2009
  30. We’re Hiring! Monday, November 9, 2009
  31. If you’re an awesome... • Rails Developer • Front-End Developer (standards-based!!) • Web Designer / AS3 Developer • Customer Service Person Monday, November 9, 2009
  32. Go to our table in the exhibition area and talk to us!! Monday, November 9, 2009
  33. Thank you! Monday, November 9, 2009
  34. Contact Info • Old school: • New school: @kplawver • Work: • Blog: Monday, November 9, 2009