The document discusses the rise of social sharing online. It notes that the web has become a social sphere, with over 50% broadband penetration and many people going online just for fun. Massively multiplayer online games involving millions of people are described as enabling rich social interactions. The document outlines reasons for the popularity of these games, including their ability to facilitate socializing, achievement systems, complex strategies, and engaging narratives. Early social networks are described as connecting individuals in weblike networks based on relationships.

1. Designing for Social Sharing Rashmi Sinha www.uzanto.com www.rashmisinha.com

2. browsing alone

3. Designing for Social Sharing Rashmi Sinha www.uzanto.com www.rashmisinha.com

4. browsing alone

5. Part I: Why NOW?

6. The web has become a social sphere

7. Who is online Broadband penetration is at more than 50% From Pew Internet Research, for US only

8. From Pew Internet Research, for US only

9. 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

10. The web has become a social sphere Massively multiplayer online games

11. 6.5 million people

12. 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

13. 240,000 users

14. Wells Fargo StageCoach Island

15. American Apparel

16. Four draws of such games the ability to socialize an achievement system that gives players an incentive to improve complex and satisfying strategy that makes combat fun underlying narrative that players want to learn more about Many games also update continuously, adding features and addressing user requests

17. Alone together Social interaction in online gaming (Ducheneaut et al. 2006) Surrounded by others. Feel their presence, not interacting all the time Analogy: Reading book in a cafe Spectacle: Performing for an audience Analogy: Playing pinball with others watching Social facilitation (Zajonc, 1960) Improved performance in presence of others (even if presence is passive) Observed even in cockroaches!

18. The web has become a social sphere Massively multiplayer online games Rich interfaces enable richer interactions

19. Part II

20. Part II: What is social sharing?

22. 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.

23. First generation Social Networks (Friendster, LinkedIn…) 1) I am linked to -> -> to you ---> --->You are linked to her -> ---> so on… How it works Individuals connected to each other Relationships can be marked, hubs identified Concept of six degrees of separation “ Are you my friend” type of awkwardness

24. Part I: Why NOW?

25. The web has become a social sphere

26. Who is online Broadband penetration is at more than 50% From Pew Internet Research, for US only

27. From Pew Internet Research, for US only

28. 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

29. The web has become a social sphere Massively multiplayer online games

30. 6.5 million people

35. PENN STATE

36. University Park Airport • Seven Minute Drive to Campus

37. University Park Airport • Two Taxi Services • Airport Shuttle Service

38. University Park Airport 4 Major Carriers with 50 Flights In & Out Daily Delta Connection - Cincinnati Northwest Airlink - Detroit United Express - Washington/Dulles U.S. Airways - Pittsburgh & Philadelphia

39. Penn State Campus Established as an agricultural college in 1855, The Pennsylvania State University is one of the original Land Grant Universities signed into law by Abraham Lincoln in 1862.

40. Penn State Campus

41. Main Presentation Sites Housing Sites Banquet & Social Venues Penn State Campus

42. Main Presentation Sites: < 4 Thomas Aud’s (726, 242, 171, 94) Wartik (70) > Osmond (341, 152) > HUB > 2 Aud’s (475, 385), Hall for Posters Life Sciences (182) v < White Gym (Exhibits ) < Chemistry (70) < Eisenhower Auditorium (2,500) Penn State Campus

43. Housing Sites < Eastview Terrace (800) < Nittany Suites (100 +) < Nittany Lion Inn 250 luxury rooms Penn State Campus

44. Nittany Lion Inn Council Meetings Banquets Alumni Center Evening Mixers Beaver Stadium Tuesday Banquet Tailgate Party and Old-Fashioned Ice Cream Social and Sock-Hop Banquet & Social Venues Penn State Campus

45. Walking Time

46. Eastview Terrace On-campus housing will primarily be in the newly built Eastview Terrace, a landscaped cluster of houses made up of 12-15 private rooms. Each of the 808 air-conditioned single rooms have a private bathroom and a refrigerator/microwave. Houses share a study/social space and laundry facilities.

49. Nittany Apartments & Suites More housing is available in nearby Nittany Apartments: Shared rooms in 2 & 4 bedroom suites with shared bath. Air conditioned. Space for 100 +

50. On-Campus Housing Walk Time to Location Capacity Eisenhower Eastview Terrace 800 12 minutes Nittany Apartments 100 + 11 minutes Redifer Dining Commons 1,100 11 minutes

51. Main Presentation Sites: < Eisenhower Auditorium (2,500) Penn State Campus

52. Eisenhower Auditorium Our main symposia will be held in Eisenhower Auditorium which seats up to 2,500. Concurrent sessions will all be within a five minute walk, as well as poster sessions, exhibits and breaks. Registration will be held in the lobby.

53. Thomas Classroom Building 4 Auditoriums: • 171 • 242 • 94 • 726

54. New Life Science & Chemistry 2 Auditoriums: • 186 • 70

55. Wartik Lab 2 Auditoriums: • 173 • 151 Classroom • 70

56. Osmond Lab 2 Auditoriums: • 341 • 152

57. Hetzel Union Building 2 Auditoriums: • 475 • 385 • Posters in Alumni Hall

58. Penn State Campus Main Presentation Sites: < 4 Thomas Aud’s (726, 242, 171, 94) Wartik (70) > Osmond (341, 152) > HUB > 2 Aud’s (475, 385), Hall for Posters Life Sciences (182) v < White Gym (Exhibits ) < Chemistry (70) < Eisenhower Auditorium (2,500)

59. Auditoriums & Meeting Rooms* Walk Time from Venue Seats Eisenhower Eisenhower Auditorium 2,595 /1,755 Home Base Thomas Auditoriums 726, 242, 171 2 minutes HUB Auditoriums 475, 385 5 minutes Osmond Classrooms 341, 152 5 minutes Life Sciences 186 2 minutes Wartik Auditoriums 171, 153 4 minutes * > 15 smaller classrooms within 6 minutes’ walk, (50-150 seats)

60. Penn State Campus Nittany Lion Inn Council Meetings Banquets Alumni Center Evening Mixers Beaver Stadium Tuesday Banquet Tailgate Party and Old-Fashioned Ice Cream Social and Sock-Hop Banquet & Social Venues

61. Walk Time to Venue Eisenhower Beaver Stadium Tuesday Night Banquet* 15 minutes Mt. Nittany Club All Sports Museum * Tailgate Party w/ Old-Fashioned Ice Cream Social & Sock Hop Hintz Alumni Building For Evening Mixers 12 minutes Social Events

62. Hintz Alumni Center Evening Mixers: • 400 Indoors • 400 Patio Seating

63. Beaver Stadium Tuesday Night Banquet - Tailgate Party and Old Fashioned Ice Cream Party and Sock-Hop Nittany Club Sports Museum

64. Posters, Exhibits & Socials Walk Time to Venue Capacities Eisenhower Hetzel Union Building (HUB) 5 minutes Alumni Hall Posters up to 550 HUB Eateries Seating for 900 White Gym Exhibits 7 minutes Nittany Lion Inn 15 minutes Ballroom Banquets up to 500 3 Banquet Rooms Banquets up to 160 4 Meeting Rooms Banquets up to 100

65. 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

66. Hotels Nittany Lion Inn Council Meetings Banquets Banquet & Social Venues

67. 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

68. A National Trust historic hotel • For Banquets & Council Meetings • 220 Sleeping Rooms Nittany Lion Inn

70. Courtyard Inn Nittany Lion Inn Days Inn Hampton Inn Hilton Garden Inn Ramada Inn Atherton Penn Stater 2 mi from campus >

71. Conference Center • 2 miles From Campus • 300 Luxury Rooms

72. Exhibits

73. Penn State Campus Main Presentation Sites: < Eisenhower Auditorium (2,500)

74. Downtown State College flanks the south side of campus, a five-minute walk from campus housing, and a 12 minute walk from Eisenhower Auditorium.

75. 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

76. Budget

80. 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

81. 240,000 users

82. Wells Fargo StageCoach Island

83. American Apparel

84. Four draws of such games the ability to socialize an achievement system that gives players an incentive to improve complex and satisfying strategy that makes combat fun underlying narrative that players want to learn more about Many games also update continuously, adding features and addressing user requests

85. Alone together Social interaction in online gaming (Ducheneaut et al. 2006) Surrounded by others. Feel their presence, not interacting all the time Analogy: Reading book in a cafe Spectacle: Performing for an audience Analogy: Playing pinball with others watching Social facilitation (Zajonc, 1960) Improved performance in presence of others (even if presence is passive) Observed even in cockroaches!

86. The web has become a social sphere Massively multiplayer online games Rich interfaces enable richer interactions

87. Part II

88. Part II: What is social sharing?

90. 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.

91. First generation Social Networks (Friendster, LinkedIn…) 1) I am linked to -> -> to you ---> --->You are linked to her -> ---> so on… How it works Individuals connected to each other Relationships can be marked, hubs identified Concept of six degrees of separation “ Are you my friend” type of awkwardness

92. Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of social relations.” Katrin-Knorr Cetina

93. Coffee Dance performance Tomatoes

94. Second generation social networks Put objects at the center Social sharing Tagging Viral sharing Social News Creation

95. 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 How it works People share objects and watch others Social connections are through objects Formation of social streams of information with emergence of popular, interesting items

96. 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… How it works Individual to individual to individual Popularity based navigation helps track “viral” items

97. 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 -> How it works Saving & tagging your stuff (creating bookmarks). Tags mediate social connections Formation of social/conceptual information streams. Emergence of popular, interesting items politics lebanon Global voices politics technology Global voices web JAVA CNN networks blogs science science science brain

98. Social news creation (rating news stories) e.g., digg, Newsvine 1) I find interesting story -> you rate story -->Others rate stories How it works Finding and rating stories Popular stories rise to top 5 4

99. Objects invite us to Connect Play React Reach out

100. Part III: So you want to design for social sharing?

101. Forget the ipod!

102. Web 2.0 and Virtual Worlds Roo Reynolds Metaverse Evangelist [email_address]

103. Your innocent laughter was so pure

104. To my pain it was the cure

105. My heart fills with pain so much

106. To see all the lives of people that you have touched..

107. memories of you are so sweet …

108. But sometimes they make me weep …

109. A story of an African Safari An adventure experienced by three little boys. PART ONE

110. It was November 2006…. 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. He knew, because Ouma had told him so.

111. Oupa suggested a contest: the first one to see an animal would be the winner. He explained that it was an old family tradition. And then, Leon saw what looked like a stick on the side of the road….

112. “ SNAKE!!!” Leon shouted. “ Nonsense,” said Daniel. That’s just a silly old stick.” “ No,” said Taz, look, it’s moving…it IS a snake!”

113. Looking out different windows When Papa looked out the window on his side of the car, he could see this. When Mama looked out the window on HER side of the car, she could see this. There was a snake AND a stick.

114. 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.’

115. 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.

116. 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.

117. 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. (Shouting is a BAD IDEA because then it frightens all the other animals away too.)

118. 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….

119. Compare two of the little boys to the elephant in SIZE Why is Taz holding his nose???

120. … .because he’s never ever smelled anything like an elephant before Elephant poo!

121. Elephants are MUCH bigger in real life than the ones one sees on TV. 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.

122. You can tell how recently an elephant passed by, based on the elephant dung. Can you guess how? Or Maybe you already know? If you don’t and would like to, ask your father.

123. They carried on driving….. Although it was very hot, Uncle Eric (Dad, to you, Daniel!) insisted that they kept the windows open and the air conditioner off. “ Only with the windows open will you hear the birds and the insects and smell the bushveld smells,” he said.

124. The boys decided to have a counting competition – each had to pick a species, and the one who counted the most members of that species on a day would be the winner. Guess who picked the impala to count?

125. Once there were so many buffaloes crossing the road that we just had to sit and wait. You don't argue with a herd of buffaloes!

126. Did we see lions? Not everyone sees lions. But Eric is usually lucky. So make sure you're close to Eric!

127. They searched between the trees in the distance …. They looked right beside the road; Then Daniel looked UP…..

128. He had spotted an eagle: An African fish eagle

129. Then we approached a bridge. There was something sitting on the railing

130. One of the fishermen of the region. A heron.

131. The heron didn't like the noise from the car and left

132. Oupa stopped the car. He ALWAYS stops the car on a bridge. WHY?

133. Because there are almost always things to see... IN the river OR next to the river This time it was a saddle-bill stork

134. And ME – Baz saw me too, and pointed me out to the boys. He asked them what was the difference between a turtle and a tortoise and THEY DIDN’T KNOW! Imagine that!

135. And sausages growing on a sausage tree!

136. Check emails regularly for the next exciting instalment of A STORY OF AN AFRICAN SAFARI

137. I’m sorry … for the bad times we had to share

138. I’m thankful … for the sad times you’ve helped me bare.

139. that have known you. i am proud to be one amongst tons of others

140. So many people you have helped with just a smile

141. you were the type that was worth waiting for a while … so many memories filled with laughter

142. if only they keep going forever after

143. 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 i keep expecting you to show up for more laughs and fun

144. you were such a young person and you opened my eyes Always a legend you will be in my eyes

145. Web 2.0

146. Web 2.0 examples (then and now) Personal websites -> blogs Britannica Online -> Wikipedia DoubleClick -> Google AdSense Domain name speculation -> search engine optimisation Screen scraping -> web services Content management systems -> wikis Directories (taxonomy) -> tagging (&quot;folksonomy&quot;)

147. 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

148. Key themes to remember Social networking User-generated content

149. Web 2.0 attitude “ 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.” Ian Davis http://iandavis.com/blog/2005/07/talis-web-20-and-all-that

150. Web 2.0 is understood – so what’s next?

151. Games?! A few numbers… 69% of American heads of households play computer or video games In 2005, 25% of gamers were over the age of 50 The average game player age is 33 44% of most frequent game players say they play games online In 2005, video and computer games sales came in at $7billion Slightly down on 2004 – due to new consoles Source: Entertainment Software Association., “Essential Facts about the Computer and Video Game Industry, 2006”

152. Virtual Worlds - background Online Games e.g. Quake, Half-Life, … MMORPGs (Massively multiplayer online role-playing games) e.g. Everquest, Project Entropia, World of Warcraft, … Persistent online world Virtual Worlds - Massively multiplayer (but not role-playing games) e.g. There.com, Second Life, Big World, … The users generate the content Not really a game; no objectives – ‘just’ a platform A place for meeting, building, selling, collaborating and exploring.

153. Virtual Worlds Second Life ( http://secondlife.com ) 3,600,000+ user accounts and growing fast 1,100,000+ logged on in past 2 months. Usually 15,000+ concurrently online Active economy Millions of US$ changes hands between players every month. Media coverage BBC, Wired, Economist, Business Week, Observer, Sunday Times, Guardian, Channel 4, CBS, USA Today, The Register, Forbes, … everyone

154. BBC – One Big Weekend concert with streaming audio and video

155. Major League Baseball event hosted in virtual stadium

156. Regina Spektor – marketed in-world by Warner Bros.

157. American Apparel virtual store

158. Reuters have a Second Life office, complete with embedded journalist

159. Why does IBM care?

160. Meetings

161. IBM Alumni event (http://greateribm.com)

162. IBM Innovation Jam results: Funding for ‘3D Internet’

163. IBM 12 island innovation complex

164. Circuit City

165. Sears

166. Wimbledon demo… Integrating real-world ‘Hawkeye’ ball tracking data with Second Life for Wimbledon demo July 2006

167. Australian Open Jan 2007

168. More possibilities Marketing, brand promotion Retail Hardware / Storage Media and entertainment (TV?) Modelling (visualisation, simulation, …) Research, including monitoring (and data-mining) Education (e-learning, blended learning, …) Conferences Community events …

169. What’s next? rooreynolds.com eightbar.co.uk

170. Give up control This is messy!

171. Some principles…

172. 1: Make system personally useful For end-user system should have strong personal use Memorable Personal Snippets (e.g., Del.icio.us & Flickr) Self-expression (e.g., Newsvine) Social status: Digg Don’t count on altruism System should thrive on people’s selfishness

173. Bite-sized self-expression Creative self-expression Artistic expression (Flickr, YouTube) Humor (YouTube) Individual piece should be small Can create sets & lists Do Mashups Simple, guessable URLs for everything Leave room for games & social play Appreciation Stalking (some!) Gossip

174. 2: Identify symbiotic relationship between personal & social Personal snippets > Social stream Pictures > Organized by Events Music > Organized by Playlists

175. 3: Create porous boundary between public & private Earlier systems Personal (Personal Desktop Software, e.g., Picasa, EndNote) OR Social websites (Shutterfly) Rethink public & private People share for the right returns Set defaults to public, allow easy change to private Give user control Over individual pieces & sets Delete items from history Reset /remove profile Privacy settings on Flickr

176. 4. Allow for levels of participation Everyone does not need to create! Implicit creation (creating by consuming) Remixing—adding value to others’ content Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”

177. 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.”

178. how to encourage participation Insights from Social Psychology Highlight unique contribution Allow for smaller local groups Highlight benefit to self from Highlight benefit to group Source: Using social psychology to motivate contributions to online communities, Ling et al. 2005

179. 5. Let people feel the presence of others What paths are well worn User profiles / photos Real-time updating Like a conversation Sense that others are out there What people are digging right now!

180. 6. And yet, moments of Independence… Choreography: when alone, when part of group Prevent mobs Don’t make it too easy to mimic others Incentives for originality & uniqueness

181. Allow for alternative viewpoints & perspectives Social sharing can lead to tyranny of dominant view People of a group agree Viewpoint rises to top (popularity lists, tag clouds)

182. Create conditions for wise crowds Cognitive Diversity Independence Decentralization Easy Aggregation

183. Wise Crowds: Cognitive Diversity Need many perspectives for good answers Groups become homogenous Members bring lesser new information in Diversity reduces groupthink Groupthink works by shielding members from outside opinions Diversity reduces conformity Chance that you will change opinion to match group

184. Wise Crowds: Independence Keeps people’s mistakes from getting correlated (uncorrelated mistakes averaged out) Encourages people to bring in new viewpoints (diversity) Concept of Social Proof Milgram experiment People assume that groups know what they are doing Assuming crowd is wise, leads to herd like behavior Can sometimes lead to good decisions Information Cascades Sequence of uninformed choices, building upon each other

185. 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

186. Wise Crowds: Easy Aggregation A decentralized system can pick right solution With easy way for information to be aggregated across system Example: votes on Digg

187. 7. Enable Serendipity Don’t make navigation all about popularity Access to some popular stuff (keep this fast moving) Make the “long tail” accessible Popularity as a jump off point to other ways of exploring Provide personalization Recommendations using collaborative filtering Similar tags, content, others Ad-hoc groups?

188. 8. Most of all, allow for play

189. Things to try at home! Create an account on myspace.com Read Emergence, Wisdom of Crowds Play a Multiplayer Online Game (WOW, Second Life) Play with an API (try GoogleMaps API) Try a mobile social application (DodgeBall) Ask your friends what they find “fun” on the web

190. Questions? www.rashmisinha.com www.uzanto.com