Social design aims to utilize existing communities, define conversations, and add to users' identities in three interconnected areas: identity, conversation, and community. It recommends starting with conversation, letting people curate their own identities, and using social plugins and personal profiles to connect users and recommend relevant content. The key principles are utilizing personal connections and social context throughout, while making sharing and feedback easy to encourage participation.

1. Social Design
A Definition
Eric Fisher
Design Strategist
facebook.com/ericfisher

3. Where’s a good Is there a cool museum
Italian restaurant? opening somewhere?
What movie should
we see?

4. Community

5. Friends

6. Trust

7. Relationship Types
Lasting
Parents
Coworkers
Spouse
Neighbors
Friends
Doctor
Formal Intimate
Brands/Services Clubs
Doorman Relationships
Customer Service College Friends
Ephemeral

8. Relationship Types
Strong Ties
Trust
Weak Ties

9. This place is
awesome

11. Identity Conversation Community

12. Community
Conversation
Identity

13. Inside Out?

14. Outside In

15. ✓ Utilize the Existing Community
✓ Define a Conversation
✓ Add to Identity

16. Start with the Conversation.
Let people curate Identity.

17. Conversation Involves Two Experiences

18. Listening

20. “Just watch this clip.
Other users liked this.”

21. “Read this article.
YOUR FRIENDS
and others liked it.”
Social Plugins

22. People Already Have Full Profiles. Use them to...

23. Connect Users To Friends

24. Recommend Content from Profile Data

26. Show Friend Activity

27. Sharing

32. More Contributions ›› More Activity
More Activity ›› More Contributions

33. More Contributions ›› More Activity
More Activity ›› More Contributions

34. Principles of a Great Social Experience
‣ Utilize Personal Info + Connections
‣ Show Social Context Spread Throughout
‣ Make it Easy to Share and Give Feedback

35. Identity

36. Maslow’s Hierarchy of Needs
Self Actualization
Self Esteem
Belonging/Acceptance
Basic Safety
Physiological

37. Maslow’s Hierarchy of Needs
Self Actualization
Self Esteem
Belonging/Acceptance
Basic Safety
Physiological

38. #1 Reason Why People Love Facebook:
Users want to showcase their personalities.

39. Identity Conversation Community