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Massively multiplayer object sharing (Web 2.0 open 2008)

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Massively multiplayer object sharing (Web 2.0 open 2008)

  1. 1. Massively multiplayer object sharing Rashmi Sinha
  2. 2. The plan <ul><li>What is social sharing? </li></ul><ul><li>SlideShare </li></ul><ul><li>Why now? </li></ul><ul><li>Some theory </li></ul><ul><li>Some design principles </li></ul>
  3. 3. <ul><li>This is not it! </li></ul>X
  4. 4. 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… X
  5. 5. First generation Social Networks (Friendster, LinkedIn…) <ul><li>How it works </li></ul><ul><li>People connect to each other </li></ul><ul><li>Six degrees of separation </li></ul><ul><li>“ Are you my friend” awkwardness </li></ul>1) I am linked to -> -> to you --->You are linked to her -> -> to her…
  6. 6. Coffee Dance performance Tomatoes
  7. 7. 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:
  8. 8. Second generation social networks <ul><li>Put objects at the center </li></ul><ul><li>Objects invite us to </li></ul><ul><ul><li>Connect </li></ul></ul><ul><ul><li>Play </li></ul></ul><ul><ul><li>Reach out </li></ul></ul>
  9. 9. Model 1: Watercooler conversations (around objects e.g., Flickr, Yahoo answers) 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him <ul><li>How it works </li></ul><ul><li>People share objects | watch others </li></ul><ul><li>Connections through objects </li></ul><ul><li>Social info streams: emergence of popular, interesting items </li></ul>
  10. 10. Model 2: 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 track “viral” items </li></ul>1) I send video I like -> -> to you. You pass on --> --> to her, who sends on to her, who passes on…
  11. 11. Model 2: Tag-based social sharing (linked by concepts. e.g., 1) I tag my bookmarks -> you see my tags -->You share your tags -> <ul><li>How it works </li></ul><ul><li>Saving & tagging your stuff (creating bookmarks). </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>politics lebanon Global voices politics technology Global voices web JAVA CNN networks blogs science science science brain
  12. 12. Model 4: Social news creation (rating news stories, e.g., digg, Newsvine) 1) I find interesting story -> you rate story -->Others rate stories <ul><li>How it works </li></ul><ul><li>Finding and rating stories </li></ul><ul><li>Popular stories rise to top </li></ul>5 4
  13. 14. Presentations as objects of sharing <ul><li>What to share? </li></ul><ul><ul><li>digital representation is incomplete </li></ul></ul><ul><li>Social practices around presentations </li></ul><ul><ul><li>Mirroring them </li></ul></ul><ul><ul><li>Creating new ones </li></ul></ul><ul><ul><li>Building community </li></ul></ul>
  14. 15. The plan <ul><li>What is social sharing? </li></ul><ul><li>SlideShare </li></ul><ul><li>Why now? </li></ul><ul><li>Some theory </li></ul><ul><li>Some design principles </li></ul>
  15. 16. browsing alone Attributed to PIMboula on Flickr:
  16. 18. 7 in 10 US adults use internet. More than 40% have broadband. Dec 2006 Pew Internet Research
  17. 19. 34% men , 26% women go online everyday just for fun… 2006 Pew Internet Research, for US only
  18. 21. 6.5 million people
  19. 22. 240,000 users
  20. 23. 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
  21. 25. The plan <ul><li>What is social sharing? </li></ul><ul><li>SlideShare </li></ul><ul><li>Why now? </li></ul><ul><li>Some theory </li></ul><ul><li>Some design principles </li></ul>
  22. 26. Designing for the individual <ul><li>Usability </li></ul><ul><li>Findability </li></ul><ul><li>Interactions and their flow </li></ul><ul><li>… </li></ul>
  23. 27. Designing for the group <ul><li>How people interact </li></ul><ul><ul><li>Rules for interaction </li></ul></ul><ul><li>Product of interaction </li></ul><ul><ul><li>Collaboration, joint decision… </li></ul></ul><ul><li>Problems with groups </li></ul>
  24. 28. James Surowiecki - wise crowds <ul><li>Cognitive Diversity </li></ul><ul><li>Independence </li></ul><ul><li>Decentralization </li></ul><ul><li>Easy Aggregation </li></ul>
  25. 29. Cognitive Diversity <ul><li>Good answers need many perspectives </li></ul><ul><li>Groups become homogenous </li></ul><ul><ul><li>New (similar) members don’t bring new info </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>
  26. 30. Independence <ul><li>People’s mistakes don’t get 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>
  27. 31. 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
  28. 32. A new type of sociality <ul><li>Crowds in MMORPGS </li></ul><ul><ul><li>Alone together </li></ul></ul><ul><ul><li>Passive presence of others </li></ul></ul><ul><ul><li>Playing for the audience, but not interacting </li></ul></ul><ul><li>Social facilitation (Zajonc, 1960) </li></ul><ul><ul><li>Improved performance in presence of others </li></ul></ul><ul><ul><li>Presence can be passive </li></ul></ul><ul><ul><li>Observed even in cockroaches! </li></ul></ul><ul><li>(Ducheneaut et al. CHI 2006) </li></ul>
  29. 33. <ul><li>“ Community in MMORPGs … narrowly defined, with references to mythical old villages where everybody knows and interacts with everybody… WoW illustrates, a large community of gamers can thrive in a context where relationships are much more indirect” </li></ul>Ducheneaut et al., 2006
  30. 34. Duncan Watts and the “rich get richer” effect
  31. 35. Popularity is becoming popular <ul><li>No more multi-level menus! </li></ul><ul><li>Navigation is all about popularity </li></ul>
  32. 36. Web2.0 is about democracy? <ul><li>Anyone can create a blog </li></ul><ul><li>post pictures, videos and slideshows </li></ul><ul><li>But who gets heard? </li></ul>
  33. 37. Duncan Watts experiment <ul><li>Two worlds </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Social Influence – 8 separate worlds </li></ul></ul>
  34. 38. The dilemma of the system creator <ul><li>Social influence will play a role. Trends will be created </li></ul><ul><li>Our principles </li></ul><ul><ul><li>Everything should have its moment in the sun </li></ul></ul><ul><ul><li>Let people connect locally </li></ul></ul><ul><ul><li>System should not be inflexible </li></ul></ul>
  35. 39. Models of popularity based navigation <ul><li>Single simple metric (e.g., Digg) </li></ul><ul><li>Single complex metric (e.g., Flickr) </li></ul><ul><li>Multiple Simple Metrics (e.g., YouTube, SlideShare) </li></ul><ul><ul><li>Different metrics reflect diff qualities </li></ul></ul><ul><ul><li>Let people choose </li></ul></ul>
  36. 40. Popularity metrics How much is too much? Remember stuff Tagging Share with your friends Emailing Share on your blog Embedding Watch it Viewing Decide what goes to front page Digging Interact with others Commenting Remember stuff Show others what you like Favoriting Goal Metric
  37. 41. Most viewed on SlideShare <ul><li>Shown on front page </li></ul><ul><li>Problems with most viewed </li></ul>
  38. 42. The tagging success story <ul><li>Favoriting + Tagging </li></ul><ul><li>Balance individual and social </li></ul><ul><li>Started with author tagging </li></ul><ul><li>Reflect back tags </li></ul><ul><ul><li>Add into comment stream </li></ul></ul>
  39. 43. The plan <ul><li>What is social sharing? </li></ul><ul><li>Why now? </li></ul><ul><li>SlideShare </li></ul><ul><li>Some theory </li></ul><ul><li>Some design principles </li></ul>
  40. 44. Forget the ipod!
  41. 45. Give up control This is messy!
  42. 46. Plant the seeds, let people connect
  43. 47. Design for emergent architecture
  44. 48. 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., & 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>
  45. 49. Bite-sized self-expression <ul><li>Creative self-expression </li></ul><ul><ul><li>Artistic expression or Humor (Flickr, YouTube) </li></ul></ul><ul><li>Individual contribution can be small </li></ul><ul><ul><li>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>
  46. 50. 2. 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>
  47. 51. 3. 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
  48. 52. 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”
  49. 53. Why do people digg/comment/tag? “ 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.”
  50. 54. 5. Let people feel 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!
  51. 55. 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>
  52. 56. Allow for alternative viewpoints <ul><li>Social sites 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>
  53. 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>
  54. 58. 8. Most of all, allow for play
  55. 59. Challenges <ul><li>Dominated by relatively few users </li></ul><ul><ul><li>Systems represent their viewpoints </li></ul></ul><ul><li>Minority views get lost. Consensus view bubbles up </li></ul><ul><ul><li>Giving alternative viewpoints a voice? </li></ul></ul><ul><li>Surfacing expertise </li></ul><ul><ul><li>How to reflect outside expertise? </li></ul></ul><ul><ul><li>Weigh it differently? </li></ul></ul>
  56. 60. Questions? Find me: F ind slides: