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  • http://www.flickr.com/photo_zoom.gne?id=2939327&size=o Traditionally browsing alone has been the dominant paradigm
  • Reference: http://www.pewinternet.org/PPF/r/175/report_display.asp
  • Mixers
  • Walking time to and from a couple of satellite venues. NLI where your speakers and council members can stay, and where you can have meetings and banquets Hetzel Union building is where we plan to have poster presentations Eateries and coffee bars are on the upper and lower levels, along with seating, art galleries and lounges Wireless internet access throughout this building Bookstore Copy center
  • This color coded map shows the main venues that we will utilize for ASV
  • Nittany Lion Inn is a gracious, colonial style hotel right on-campus. A 15 minute walk to ASV sessions
  • Nittany Lion Inn is a gracious, colonial style hotel right on-campus. A 15 minute walk to ASV sessions
  • Penn State has a conference center and hotel two miles from campus. We will not be using this facility except for hotel rooms.
  • This color coded map shows the main venues that we will utilize for ASV
  • Downtown skirts the south side of campus, a 7 minute walk from Eisenhower Aud. A 3 minute walk from Eastview Terrace
  • Real time collaboration and updating provides a very different feel to the web than static or even dynamic web pages. You feel the social presence of people something we are used to in real life. For example, I am standing here, and I can see, feel, hear all of you. For example, take a look at DiggSpy, where you can watch what people have been digging. This allows a whole new level of socability. It lets you feel the presence of groups of people.
  • So what is social sharing. Lets start with what its not. Its not the social networks of 2001. How many of you are on Frienster and LinkedIN. How many of you have sent that awkward sounding email to your friends. Hi I found you while
  • Lets go back, back to 2001. Back to the beginning of social networks. Remember the excitement. How many of you have seen such a diagram? How many of you are a member of such a network?
  • But how do we really connect?
  • Overview of Web 2.0 and introduction to Virtual Worlds
  • So what is Web 2.0? A quick overview…
  • http://web2con.com – O’Reilly’s Web 2.0 conference first ran in October 2004 Theme: “The Web as Platform” "While the first wave of the Web was closely tied to the browser, the second wave extends applications across the web and enables a new generation of services and business opportunities." “ You have to remember that every revolution occurs in stages, and often isn't recognized till long after the new world is in place.” “ There might be a better name (I tried internet operating system on for size starting back in 2000), but the fact that Web 2.0 has caught on says that it's as good a term as any.” (Tim O’Reilly - http://radar.oreilly.com/archives/2005/08/not_20.html) See http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html for the original
  • See http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.htmlfor the original Here is a depiction of Web 2.0 as a growing cultural organism with the tools, standards and techniques enabling it in blue on the top and some of the key characteristics of the organism on the bottom - simplicity (light-weight programming models)  Only easy things will continue to propagate (PHP) - community-development is represented here in “software that gets better with the more people use it” and “harnessing the collective intelligence” - move to web services that are published on the web, not hardened and shrink wrapped - assembly of consumable pieces which enable architectural participation from end-users and the community - again bandwidth, graphics, and graphic app models are driving users to demand rich user experiences - drag and drop, location based visualizations,  the end of command line text windows! ==================== Google, by contrast, began its life as a web application, never sold or packaged, but delivered as a service. Customer paid for the service, directly or indirectly No scheduled software releases, just continuous improvement. No licensing or sale, just usage. No porting to different platforms so that customers can run the software on their own equipment, just a massively scalable collection of commodity PCs running open source operating systems plus homegrown applications and utilities that no one outside the company ever gets to see. At bottom, Google requires a competency: database management, not a collection of software tools, it's a specialized database. Without the data, the tools are useless; without the software, the data is unmanageable. Software licensing and control over APIs--the lever of power in the previous era--is irrelevant because the software never need be distributed but only performed, and also because without the ability to collect and manage the data, the software is of little use. In fact, the value of the software is proportional to the scale and dynamism of the data it helps to manage. Much like a phone call, which happens not just on the phones at either end of the call, but on the network in between, Google happens in the space between browser and search engine and destination content server, as an enabler or middleman between the user and his or her online experience. Other important Web 2.0 themes: Rich user experience Emergence Play Archicture of participation Harnessing collective intelligence Perpetual beta
  • One opinion of Web 2.0
  • What will come post-web 2.0? Web 3.0 Web3 3D Internet Virtual Worlds ? A lot of attention of Virtual Worlds
  • Gamers are increasing in number, and buying power IBM by no means dominant here, but starting to show a real interest……
  • Virtual Worlds are an emerging opportunity for a wide range of activities, including marketing, online commerce and services. Popular non-game Virtual World platforms (such as Second Life) are expanding fast with thriving economies. We are seeing the beginnings of the exploitation of the market, with the BBC, sporting events, high-street names and web brands announcing their involvement. This continues the shift from a passive audience to an engaged, interactive population Virtual Worlds are the web, rendered in interactive 3D. They could mark the start of the next phase of web technology.
  • Virtual Worlds are an emerging opportunity for a wide range of activities, including marketing, online commerce and services. Popular non-game Virtual World platforms (such as Second Life) are expanding fast with thriving economies. We are seeing the beginnings of the exploitation of the market, with the BBC, sporting events, high-street names and web brands announcing their involvement. This continues the shift from a passive audience to an engaged, interactive population Virtual Worlds are the web, rendered in interactive 3D. They could mark the start of the next phase of web technology. More than 50% users are in Europe 10% of users have remained for 40 hours or more These stats are usually out of date. Try secondlife.com to check the latest figures.
  • Encourages independence Takes advantage of tacit knowledge People have specialized knowledge Need some type of loose coordination
  • 27.3 mb

    1. 1. Designing for Social Sharing Rashmi Sinha www.uzanto.com www.rashmisinha.com
    2. 2. browsing alone
    3. 3. Part I: Why NOW?
    4. 4. The web has become a social sphere
    5. 5. Who is online <ul><li>Broadband penetration is at more than 50% </li></ul>From Pew Internet Research, for US only
    6. 6. From Pew Internet Research, for US only
    7. 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
    8. 8. The web has become a social sphere Massively multiplayer online games
    9. 9. Hintz Alumni Center Evening Mixers: • 400 Indoors • 400 Patio Seating
    10. 10. Beaver Stadium Tuesday Night Banquet - Tailgate Party and Old Fashioned Ice Cream Party and Sock-Hop Nittany Club Sports Museum
    11. 11. Posters, Exhibits & Socials <ul><li> Walk Time to </li></ul><ul><li>Venue Capacities Eisenhower </li></ul><ul><li>Hetzel Union Building (HUB) 5 minutes </li></ul><ul><li>Alumni Hall Posters up to 550 </li></ul><ul><li>HUB Eateries Seating for 900 </li></ul><ul><li>White Gym Exhibits 7 minutes </li></ul><ul><li>Nittany Lion Inn 15 minutes Ballroom Banquets up to 500 3 Banquet Rooms Banquets up to 160 </li></ul><ul><li>4 Meeting Rooms Banquets up to 100 </li></ul>
    12. 12. Penn State has a full-service catering company on campus for breaks and meals. We also have our own bakery which supplies Java Co. Catering
    13. 13. Hotels <ul><li>Nittany Lion Inn </li></ul><ul><li>Council Meetings </li></ul><ul><li>Banquets </li></ul>Banquet & Social Venues
    14. 14. Nittany Lion Inn The Nittany Lion Inn is a gracious, colonial style hotel right on-campus. A 15 minute walk to ASV sessions A National Trust historic hotel
    15. 15. A National Trust historic hotel • For Banquets & Council Meetings • 220 Sleeping Rooms Nittany Lion Inn
    16. 17. Courtyard Inn Nittany Lion Inn Days Inn Hampton Inn Hilton Garden Inn Ramada Inn Atherton Penn Stater 2 mi from campus >
    17. 18. Conference Center • 2 miles From Campus • 300 Luxury Rooms
    18. 19. Exhibits
    19. 20. Penn State Campus Main Presentation Sites: < Eisenhower Auditorium (2,500)
    20. 21. Downtown State College flanks the south side of campus, a five-minute walk from campus housing, and a 12 minute walk from Eisenhower Auditorium.
    21. 22. MEALS ON-CAMPUS Breakfast $ 5.75 Lunch $ 8.25 Dinner $10.00 Banquet $45.00 HOUSING ON-CAMPUS * Single Room in Eastview Terrace $57.00/night Double Room Nittany Suites $40.00/night * Includes Breakfast
    22. 23. Budget
    23. 27. 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
    24. 28. 240,000 users
    25. 29. Wells Fargo StageCoach Island
    26. 30. American Apparel
    27. 31. 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>
    28. 32. 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>
    29. 33. The web has become a social sphere Massively multiplayer online games Rich interfaces enable richer interactions
    30. 34. Part II
    31. 35. Part II: What is social sharing?
    32. 37. 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.
    33. 38. First generation Social Networks (Friendster, LinkedIn…) 1) I am linked to -> -> to you ---> --->You are linked to her -> ---> so on… <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>
    34. 39. Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of social relations.” Katrin-Knorr Cetina
    35. 40. Coffee Dance performance Tomatoes
    36. 41. 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>
    37. 42. Social sharing of our stuff (social networks with objects in between) 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 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>
    38. 43. Viral sharing (passing on interesting stuff) e.g., YouTube videos 1) I send video I like -> -> to you. You pass on --> --> to her, who sends on to her, who passes on… <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>
    39. 44. Tag-based social sharing (linked by concepts…) e.g., Flickr, del.icio.us 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
    40. 45. 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
    41. 46. 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>
    42. 47. Part III: So you want to design for social sharing?
    43. 48. Forget the ipod!
    44. 49. Web 2.0 and Virtual Worlds Roo Reynolds Metaverse Evangelist [email_address]
    45. 50. Your innocent laughter was so pure
    46. 51. To my pain it was the cure
    47. 52. My heart fills with pain so much
    48. 53. To see all the lives of people that you have touched..
    49. 54. memories of you are so sweet …
    50. 55. But sometimes <ul><li>they make me weep … </li></ul>
    51. 56. A story of an African Safari An adventure experienced by three little boys. PART ONE
    52. 57. It was November 2006…. <ul><li>The three boys were together in the back of the car. It was hot and sticky. They had been driving a long time. They were getting kind of cranky but Taz kept reminding the other two that they were about to see LOTS OF AFRICAN ANIMALS. </li></ul><ul><li>He knew, because Ouma had told him so. </li></ul>
    53. 58. <ul><li>Oupa suggested a contest: the first one to see an animal would be the winner. He explained that it was an old family tradition. </li></ul><ul><li>And then, Leon saw what looked like a stick on the side of the road…. </li></ul>
    54. 59. <ul><li>“ SNAKE!!!” Leon shouted. </li></ul><ul><li>“ Nonsense,” said Daniel. That’s just a silly old stick.” </li></ul>“ No,” said Taz, look, it’s moving…it IS a snake!”
    55. 60. Looking out different windows <ul><li>When Papa looked out the window on his side of the car, he could see this. </li></ul>When Mama looked out the window on HER side of the car, she could see this. There was a snake AND a stick.
    56. 61. Which snake do you think it is? Me! It is me! I’m a puff adder. The book says I’m ‘large, thick bodied, sluggish, broad head is covered in small scales. Tail very short. Body scales rough. Body yellowish to light brown with numerous dark chevrons… active at dusk, Up to 30 young born in late summer. May give deep warning hiss. Bites readily. Venom causes swelling and pain, occasionally death. Found throughout Africa.’
    57. 62. <ul><li>The snake in the picture was the first puffadder that Ouma had ever seen. She had to ask her brother, Guillaume, what kind of snake it was. Guillaume is a hiker and a mountaineer so he knows more about snakes than she does. He immediately knew the answer. </li></ul>
    58. 63. Does Leon win? Is a snake an animal? No! I’m a banana, not a snake. (How can I get them to come closer so I can SHOW THEM my FANGS?) A snake is a reptile. Reptiles are members of the animal kingdom. So yes, Leon won – the snake IS an animal.
    59. 64. <ul><li>The way to avoid puff adders is to look in the path in front of you when you walk and to make a small amount of noise – like tapping a stick against the rocks in the path. The puff adder then gets a fright and gets out of your way. </li></ul><ul><li>(Shouting is a BAD IDEA because then it frightens all the other animals away too.) </li></ul>
    60. 65. But what about the stick on the other side of the car? No, a stick is not an animal. A stick comes from a tree, so it is part of a plant. HOWEVER, a stick can be an insect. During their exploration of the camp the boys saw several stick insects. BUT THIS STICK? It is a very special thing. It is a message – a signal. There’s one animal in the African bush that likes breaking such leafy sticks off trees to carry around until they get bored, then they drop them. The boys soon found out what that animal is….
    61. 66. Compare two of the little boys to the elephant in SIZE Why is Taz holding his nose???
    62. 67. … .because he’s never ever smelled anything like an elephant before Elephant poo!
    63. 68. <ul><li>Elephants are MUCH bigger in real life than the ones one sees on TV. </li></ul><ul><li>Elephants in Kruger Park are very used to cars and buses and sometimes will allow us to get quite close to them – THEN you can see exactly how big they are. </li></ul>
    64. 69. You can tell how recently an elephant passed by, based on the elephant dung. <ul><li>Can you guess how? </li></ul><ul><li>Or </li></ul><ul><li>Maybe you already know? </li></ul><ul><li>If you don’t and would like to, ask your father. </li></ul>
    65. 70. They carried on driving….. <ul><li>Although it was very hot, Uncle Eric </li></ul><ul><li>(Dad, to you, Daniel!) insisted that they kept the windows open and the air conditioner off. </li></ul><ul><li>“ Only with the windows open will you hear the birds and the insects and smell the bushveld smells,” he said. </li></ul>
    66. 71. I’m sorry … for the bad times we had to share
    67. 72. I’m thankful … <ul><li>for the sad times you’ve helped me bare. </li></ul>
    68. 73. that have known you. <ul><li>i am proud to be one amongst tons of </li></ul><ul><li>others </li></ul>
    69. 74. So many people you have helped with just a smile
    70. 75. you were the type that was worth waiting for a while … <ul><li>so many memories </li></ul><ul><li>filled with laughter </li></ul>
    71. 76. if only they keep going forever after
    72. 77. years went by it seems so long ago but at the same time i can’t let you go i can’t seem to get over the fact that you’re gone <ul><li>i keep expecting you to show up for more laughs and fun </li></ul>
    73. 78. you were such a young person and you opened my eyes <ul><li>Always a legend you will be in my eyes </li></ul>
    74. 79. Web 2.0
    75. 80. Web 2.0 examples (then and now) <ul><li>Personal websites -> blogs </li></ul><ul><li>Britannica Online -> Wikipedia </li></ul><ul><li>DoubleClick -> Google AdSense </li></ul><ul><li>Domain name speculation -> search engine optimisation </li></ul><ul><li>Screen scraping -> web services </li></ul><ul><li>Content management systems -> wikis </li></ul><ul><li>Directories (taxonomy) -> tagging (&quot;folksonomy&quot;) </li></ul>
    76. 81. Web 2.0 components / characteristics The Web as “ The Platform” Tools: RSS, AJAX, PHP, Ruby Services, not packaged software Architecture of participation Small pieces loosely joined, or “re-mixed” Harnessing collective intelligence Software that gets better as more people use it Standards: REST, XHTML Techniques: Mash-up, wiki, tagging, blogging Rich user experience Light-weight programming models
    77. 82. Key themes to remember <ul><li>Social networking </li></ul><ul><li>User-generated content </li></ul>
    78. 83. Web 2.0 attitude <ul><li>“ Web 2.0 is an attitude not a technology. It’s about enabling and encouraging participation through open applications and services . By open I mean technically open with appropriate APIs but also, more importantly, socially open , with rights granted to use the content in new and exciting contexts.” </li></ul><ul><li>Ian Davis http://iandavis.com/blog/2005/07/talis-web-20-and-all-that </li></ul>
    79. 84. Web 2.0 is understood – so what’s next?
    80. 85. Games?! A few numbers… <ul><li>69% of American heads of households play computer or video games </li></ul><ul><li>In 2005, 25% of gamers were over the age of 50 </li></ul><ul><li>The average game player age is 33 </li></ul><ul><li>44% of most frequent game players say they play games online </li></ul><ul><li>In 2005, video and computer games sales came in at $7billion </li></ul><ul><ul><li>Slightly down on 2004 – due to new consoles </li></ul></ul><ul><li>Source: Entertainment Software Association., “Essential Facts about the Computer and Video Game Industry, 2006” </li></ul>
    81. 86. Virtual Worlds - background <ul><li>Online Games </li></ul><ul><li>e.g. Quake, Half-Life, … </li></ul><ul><li>MMORPGs (Massively multiplayer online role-playing games) </li></ul><ul><li>e.g. Everquest, Project Entropia, World of Warcraft, … </li></ul><ul><ul><ul><li>Persistent online world </li></ul></ul></ul><ul><li>Virtual Worlds - Massively multiplayer (but not role-playing games) </li></ul><ul><li>e.g. There.com, Second Life, Big World, … </li></ul><ul><ul><ul><li>The users generate the content </li></ul></ul></ul><ul><ul><ul><li>Not really a game; no objectives – ‘just’ a platform </li></ul></ul></ul><ul><ul><ul><li>A place for meeting, building, selling, collaborating and exploring. </li></ul></ul></ul>
    82. 87. Virtual Worlds <ul><li>Second Life ( http://secondlife.com ) </li></ul><ul><ul><li>3,600,000+ user accounts and growing fast </li></ul></ul><ul><ul><li>1,100,000+ logged on in past 2 months. Usually 15,000+ concurrently online </li></ul></ul><ul><li>Active economy </li></ul><ul><ul><li>Millions of US$ changes hands between players every month. </li></ul></ul><ul><li>Media coverage </li></ul><ul><ul><li>BBC, Wired, Economist, Business Week, Observer, Sunday Times, Guardian, Channel 4, CBS, USA Today, The Register, Forbes, … everyone </li></ul></ul>
    83. 88. Some principles…
    84. 89. 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>
    85. 90. 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>
    86. 91. 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>
    87. 92. 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
    88. 93. 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”
    89. 94. 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.”
    90. 95. 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
    91. 96. 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!
    92. 97. 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>
    93. 98. Allow for alternative viewpoints & perspectives <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>
    94. 99. 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>
    95. 100. 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>
    96. 101. 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>
    97. 102. 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
    98. 103. 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>
    99. 104. 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>
    100. 105. 8. Most of all, allow for play
    101. 106. 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>
    102. 107. Questions? www.rashmisinha.com www.uzanto.com