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Sharing intentions



   Jyri Engestrom
    Twitter: @jyri
This talk has 3 parts

1. Becoming an obligatory
      passage point
2. Designing translations
   3. Making meaning
Part I



4 years ago
Microblogging
Social objects
Michel Callon:

Obligatory Passage Point (OPP)
Bruno Latour

   Translations
Actor-network theory
Part II



Social media is also about translations
Capturing a photo
Tweeting
Creating an event
This is addictive
Email apnea
(Linda Stone)
Addictive also on the creator side
Sense of lacking
(Karin Knorr-Cetina)
Part III



The power of zero transaction costs
Guy Kawasaki
“Make meaning”
What’s your mantra?
Help people help each other
Legitimate Peripheral Participation
           (Jean Lave)
Facebook = the past
Foursquare = the present
? = the future
Could intent be translated
  into a social object?
Calendars, event services...
Situated actions
(Lucy Suchman)
Having the right amount of structure
               = key
Touch UI
Fred Wilson
                                   “Every big powerful technology
                                   company has met a new technology
                                   that has undone their dominance.
                                   For Microsoft it was open source
                                   and the Internet.
http://www.avc.com/a_vc/2011/01/
building-better-social-graphs-
continued.html                     For Google, it appears that it may
                                   be social.
                                   For Facebook, it appears that it may
                                   be mobile.”
Tapping > typing


Social gestures: simple yet meaningful
A disruptive service has to be:

       ✓ Simpler
       ✓ More fun
       ✓ More useful
Structured data is now available
John Battelle
After three months of checkins
“I expected a bit more...human contact.”
http://battellemedia.com/archives/2010/04/foursquare_-
_i_wish_it_was_better_for_me
What do you get when you combine

• Mobile touch UI
• Structured data
• Real time push notifications
Tap to share what you want to do
Tap to share what you want to do
✓ Sent
A reply from @slazar on Twitter
Win!
Ditto!
I want to
5 takeaways
1. Define your social object
2. Design your translations
3. Enable legitimate peripheral
   participation
4. Become an obligatory
   passage point
5. Make meaning
Thanks!

Twitter: @jyri

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Jyri Engestrom - Sharing Intentions

Editor's Notes

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  8. the primary actor tries to establish itself as an obligatory passage point (OPP) between the other actors and the network, so that it becomes indispensable.\n
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  10. Heterogeneous networks: relations that are simultaneously material (between things) and semiotic (between concepts).\nActor-network theory tries to explain how material–semiotic networks come together to act as a whole (for example, a school is both a network and an actor that hangs together, and for certain purposes acts as a single entity)\nSocial relations, in other words, are only ever in process, and must be performed continuously.\n
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  16. “temporary absence or suspension of breathing, or shallow breathing, while doing e-mail”. \n
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  19. On the creation side, addiction too: how many here feel you really should be tweeting more?\n
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  41. Let’s look at the Ditto user interface again: you tap the button to share what you want to do.\n\nPoint 1: Simplicity (no typing)\n
  42. This is how you create a new post on Ditto. If I want to select where I’m going, I can select the movie by tapping this link.\n
  43. I was talking with some friends about going to see Source Code. So I picked it. Another one of my friends had already starred it, reinforcing my decision.\n
  44. I wrote “tonight” to signal it was happening later tonight.\n
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  46. Since I had shared it out to Twitter, I started receiving replies there too.\n
  47. Today we launched a web version of the conversation threads and a short url, dit.to. Ditto makes it easy to make recommendations, and my decision was influenced by the replies I got.\n\nPoint 2: Fun (trophies)\n
  48. I got the help I didn’t even know I needed!\n\nPoint three: Usefulness\n
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