Designing for Social Sharing

17,641 views

Published on

Published in: Design, Business
10 Comments
42 Likes
Statistics
Notes
No Downloads
Views
Total views
17,641
On SlideShare
0
From Embeds
0
Number of Embeds
8,643
Actions
Shares
0
Downloads
228
Comments
10
Likes
42
Embeds 0
No embeds

No notes for slide
  • Designing for Social Sharing

    1. 1. Designing for Social Sharing Rashmi Sinha www.uzanto.com www.rashmisinha.com
    2. 2. browsing alone Attributed to PIMboula on Flickr: http://www.flickr.com/photos/pimboula/15256153/
    3. 3. Part I: Why NOW?
    4. 5. Who is online <ul><li>Broadband penetration is at more than 50% </li></ul>From Pew Internet Research, for US only
    5. 6. From Pew Internet Research, for US only
    6. 7. Just for fun! 34% men , 26% women 37% of 18-29 yrs old , and 20% of 65 and over go online, on any given day, just for fun… From Pew Internet Research, for US only
    7. 9. 6.5 million people
    8. 10. WOW is millions of people with diverse backgrounds collaborating, socializing, and learning while having fun. It represents the future of real-time collaborative teams in an always-on, diversity-intensive, real-time environment. WOW is a glimpse into our future. Joi Ito in Wired Magazine
    9. 11. 240,000 users
    10. 12. Wells Fargo StageCoach Island
    11. 13. American Apparel
    12. 14. Four draws of such games <ul><li>the ability to socialize </li></ul><ul><li>an achievement system that gives players an incentive to improve </li></ul><ul><li>complex and satisfying strategy that makes combat fun </li></ul><ul><li>underlying narrative that players want to learn more about </li></ul><ul><li>Many games also update continuously, adding features and addressing user requests </li></ul>
    13. 15. Alone together <ul><li>Social interaction in online gaming (Ducheneaut et al. 2006) </li></ul><ul><ul><li>Surrounded by others. Feel their presence, not interacting all the time </li></ul></ul><ul><ul><ul><li>Analogy: Reading book in a cafe </li></ul></ul></ul><ul><ul><li>Spectacle: Performing for an audience </li></ul></ul><ul><ul><ul><li>Analogy: Playing pinball with others watching </li></ul></ul></ul><ul><li>Social facilitation (Zajonc, 1960) </li></ul><ul><ul><li>Improved performance in presence of others (even if presence is passive) </li></ul></ul><ul><ul><li>Observed even in cockroaches! </li></ul></ul>
    14. 17. Part II Social presence (integration of GTalk with Gmail) Real time collaboration with text documents
    15. 18. DiggSpy: real time updating
    16. 19. Part II: What is social sharing?
    17. 20. <ul><li>This is not it! </li></ul>
    18. 21. Hi I found you while I was searching my network at LinkedIn. Let's connect directly, so we can help each other with referrals. If we connect, both of our networks will grow. To add me as your connection, just follow the link below.
    19. 22. First generation Social Networks (Friendster, LinkedIn…) <ul><li>How it works </li></ul><ul><li>Individuals connected to each other </li></ul><ul><li>Relationships can be marked, hubs identified </li></ul><ul><li>Concept of six degrees of separation </li></ul><ul><li>“ Are you my friend” type of awkwardness </li></ul>
    20. 23. Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of social relations.” Katrin-Knorr Cetina Reference: http://www.zengestrom.com/blog/2005/04/why_some_social.html
    21. 24. Coffee Dance performance Tomatoes
    22. 25. Second generation social networks <ul><li>Put objects at the center </li></ul><ul><ul><li>Social sharing </li></ul></ul><ul><ul><li>Tagging </li></ul></ul><ul><ul><li>Viral sharing </li></ul></ul><ul><ul><li>Social News Creation </li></ul></ul>
    23. 26. Watercooler conversations around our stuff (social networks with objects in between) e.g., Flickr, Yahoo answers <ul><li>How it works </li></ul><ul><li>People share objects and watch others </li></ul><ul><li>Social connections are through objects </li></ul><ul><li>Formation of social streams of information with emergence of popular, interesting items </li></ul>
    24. 28. Viral sharing (passing on interesting stuff) e.g., YouTube videos <ul><li>How it works </li></ul><ul><li>Individual to individual to individual </li></ul><ul><li>Popularity based navigation helps track “viral” items </li></ul>
    25. 30. Tag-based social sharing (linked by concepts…) e.g., Flickr, del.icio.us <ul><li>How it works </li></ul><ul><li>Save & tag your stuff (bookmarks/pictures). </li></ul><ul><li>Tags mediate social connections </li></ul><ul><li>Formation of social/conceptual information streams. Emergence of popular, interesting items </li></ul>
    26. 32. Social news creation (rating news stories) e.g., digg, Newsvine <ul><li>How it works </li></ul><ul><li>Finding and rating stories </li></ul><ul><li>Popular stories rise to top </li></ul>
    27. 34. Objects invite us to <ul><li>Connect </li></ul><ul><li>Play </li></ul><ul><li>React </li></ul><ul><li>Reach out </li></ul>
    28. 35. Part III: So you want to design for social sharing?
    29. 36. Forget the ipod!
    30. 37. Give up control This is messy!
    31. 38. Beyond hand-crafted IA
    32. 39. Plant the seeds, let people connect
    33. 40. Design for emergent architecture
    34. 41. Part IV: Some principles…
    35. 42. 1: Make system personally useful <ul><li>For end-user system should have strong personal use </li></ul><ul><ul><li>Memorable Personal Snippets (e.g., Del.icio.us & Flickr) </li></ul></ul><ul><ul><li>Self-expression (e.g., Newsvine) </li></ul></ul><ul><ul><li>Social status: Digg </li></ul></ul><ul><li>Don’t count on altruism </li></ul><ul><ul><li>System should thrive on people’s selfishness </li></ul></ul>
    36. 43. Bite-sized self-expression <ul><li>Creative self-expression </li></ul><ul><ul><li>Artistic expression (Flickr, YouTube) </li></ul></ul><ul><ul><li>Humor (YouTube) </li></ul></ul><ul><li>Individual piece should be small </li></ul><ul><ul><li>Can create sets & lists </li></ul></ul><ul><ul><li>Do Mashups </li></ul></ul><ul><ul><li>Simple, guessable URLs for everything </li></ul></ul><ul><li>Leave room for games & social play </li></ul><ul><ul><li>Appreciation </li></ul></ul><ul><ul><li>Stalking (some!) </li></ul></ul><ul><ul><li>Gossip </li></ul></ul>
    37. 44. 2: Identify symbiotic relationship between personal & social <ul><li>Personal snippets > Social stream </li></ul><ul><ul><li>Pictures > Organized by Events </li></ul></ul><ul><ul><li>Music > Organized by Playlists </li></ul></ul>
    38. 45. 3: Create porous boundary between public & private <ul><li>Earlier systems </li></ul><ul><ul><li>Personal (Personal Desktop Software, e.g., Picasa, EndNote) </li></ul></ul><ul><ul><li>OR Social websites (Shutterfly) </li></ul></ul><ul><li>Rethink public & private </li></ul><ul><ul><li>People share for the right returns </li></ul></ul><ul><ul><li>Set defaults to public, allow easy change to private </li></ul></ul><ul><li>Give user control </li></ul><ul><ul><ul><li>Over individual pieces & sets </li></ul></ul></ul><ul><ul><ul><li>Delete items from history </li></ul></ul></ul><ul><ul><ul><li>Reset /remove profile </li></ul></ul></ul>Privacy settings on Flickr
    39. 46. 4. Allow for levels of participation <ul><li>Everyone does not need to create! </li></ul><ul><ul><li>Implicit creation (creating by consuming) </li></ul></ul><ul><ul><li>Remixing—adding value to others’ content </li></ul></ul>Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”
    40. 47. Why do people digg? “ commenting, digging, burying comments, typing descriptions, reading hundreds of articles and… … for a lot of nerds, using digg is just a casual free-time activity. Entertaining. Fun. Engaging.”
    41. 48. How to encourage participation <ul><li>Insights from Social Psychology </li></ul><ul><ul><li>Highlight unique contribution </li></ul></ul><ul><ul><li>Allow for smaller local groups </li></ul></ul><ul><ul><li>Highlight benefit to self from </li></ul></ul><ul><ul><li>Highlight benefit to group </li></ul></ul>Source: Using social psychology to motivate contributions to online communities, Ling et al. 2005
    42. 49. 5. Let people feel the presence of others <ul><li>What paths are well worn </li></ul><ul><li>User profiles / photos </li></ul><ul><li>Real-time updating </li></ul><ul><ul><li>Like a conversation </li></ul></ul><ul><ul><li>Sense that others are out there </li></ul></ul>What people are digging right now!
    43. 50. 6. And yet, moments of Independence… <ul><li>Choreography: when alone, when part of group </li></ul><ul><li>Prevent mobs </li></ul><ul><li>Don’t make it too easy to mimic others </li></ul><ul><ul><li>Incentives for originality & uniqueness </li></ul></ul>
    44. 51. Allow for alternative viewpoints <ul><li>Social sharing can lead to tyranny of dominant view </li></ul><ul><ul><li>People of a group agree </li></ul></ul><ul><ul><ul><li>Viewpoint rises to top (popularity lists, tag clouds) </li></ul></ul></ul>
    45. 52. Create conditions for wise crowds <ul><li>Cognitive Diversity </li></ul><ul><li>Independence </li></ul><ul><li>Decentralization </li></ul><ul><li>Easy Aggregation </li></ul>
    46. 53. Wise Crowds: Cognitive Diversity <ul><li>Need many perspectives for good answers </li></ul><ul><li>Groups become homogenous </li></ul><ul><ul><li>Members bring lesser new information in </li></ul></ul><ul><li>Diversity reduces groupthink </li></ul><ul><ul><li>Groupthink works by shielding members from outside opinions </li></ul></ul><ul><li>Diversity reduces conformity </li></ul><ul><ul><li>Chance that you will change opinion to match group </li></ul></ul>
    47. 54. Wise Crowds: Independence <ul><li>Keeps people’s mistakes from getting correlated (uncorrelated mistakes averaged out) </li></ul><ul><li>Encourages people to bring in new viewpoints (diversity) </li></ul><ul><li>Concept of Social Proof </li></ul><ul><ul><li>Milgram experiment </li></ul></ul><ul><ul><li>People assume that groups know what they are doing </li></ul></ul><ul><ul><li>Assuming crowd is wise, leads to herd like behavior </li></ul></ul><ul><ul><ul><li>Can sometimes lead to good decisions </li></ul></ul></ul><ul><li>Information Cascades </li></ul><ul><ul><li>Sequence of uninformed choices, building upon each other </li></ul></ul>
    48. 55. Wise Crowds: Decentralization “ A crowd of decentralized people working to solve a problem on their own without any central effort to guide them, come up with better solutions, rather than a top-down driven solution.” Suroweicki
    49. 56. Wise Crowds: Easy Aggregation <ul><li>A decentralized system can pick right solution </li></ul><ul><ul><li>With easy way for information to be aggregated across system </li></ul></ul><ul><ul><li>Example: votes on Digg </li></ul></ul>
    50. 57. 7. Enable Serendipity <ul><li>Don’t make navigation all about popularity </li></ul><ul><ul><li>Access to some popular stuff (keep this fast moving) </li></ul></ul><ul><li>Make the “long tail” accessible </li></ul><ul><ul><li>Popularity as a jump off point to other ways of exploring </li></ul></ul><ul><li>Provide personalization </li></ul><ul><ul><li>Recommendations using collaborative filtering </li></ul></ul><ul><ul><ul><li>Similar tags, content, others </li></ul></ul></ul><ul><li>Ad-hoc groups? </li></ul>
    51. 58. 8. Most of all, allow for play
    52. 59. Things to try at home! <ul><li>Create an account on myspace.com </li></ul><ul><li>Read Emergence, Wisdom of Crowds </li></ul><ul><li>Play a Multiplayer Online Game (WOW, Second Life) </li></ul><ul><li>Play with an API (try GoogleMaps API) </li></ul><ul><li>Try a mobile social application (DodgeBall) </li></ul><ul><li>Ask your friends what they find “fun” on the web </li></ul>
    53. 60. Questions? www.rashmisinha.com www.uzanto.com

    ×