social design wordcamp
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TRANSCRIPT
Designing massively Designing massively multiplayer social multiplayer social systemssystems
Rashmi Sinhawww.slideshare.net
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- - Second generation social Second generation social networksnetworks
-- Individuals, groups & popularity Individuals, groups & popularity
- 9 - 9 principlesprinciples for designfor design
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Second generationSecond generation
social networkssocial networks
Sharing in large networks, versus own siteHuman crawlersUrban sociality
Sharing in large networks, versus own siteHuman crawlersUrban sociality
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How it works•People connect to each other•Six degrees of separation•“Are you my friend” awkwardness
First generation Social Networks(Friendster, LinkedIn…)
1) I am linked to ->
-> to you
--->You are linked to her ->
-> to her…
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HiHiI found you while I was I found you while I was searching my network at searching my network at LinkedIn. Let's connect LinkedIn. Let's connect directly, so we can help each directly, so we can help each other with referrals. If we other with referrals. If we connect, both of our networks connect, both of our networks will grow…will grow…
X
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Object-based Object-based social social networksnetworks
objects allow us to-connect-play...
objects allow us to-connect-play...
Coffee
Tomatoes
1) I share my pics ->
-> with you --->
-->You share your pics ->
---> with him
How it works•People share objects | watch others•Connections through objects•Social info streams: emergence of popular, interesting items
Model a: Watercooler conversations (around objects e.g., Flickr, Yahoo answers)
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How it works•Individual to individual to individual•Popularity based navigation track “viral” items
Model b: 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…
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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
Model c: Tag-based social sharing (linked by concepts. e.g., del.icio.us)
politicslebanon
Global voices
politics
technologyGlobal voices
webJAVA
CNN networksblogs
science
science
science
brain
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1) I find interesting story
-> you rate story
-->Others rate stories
Model d: Social news creation (rating news stories, e.g., digg, Newsvine)
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How it works•Finding and rating stories•Popular stories rise to top
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SlideShare: SlideShare: Presentations as objects of Presentations as objects of sharingsharing
digital representationSocial practices around presentationsBuilding community
digital representationSocial practices around presentationsBuilding community
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What people share...What people share...
Cartoons Paintings Humor
Love Songs
Talk slides
Images of womenSermons Standalone lectures
Activism Lesson plansMovie reviewsMother’s day cards
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Individuals, groups Individuals, groups and popularityand popularity
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Designing for theDesigning for the individualindividual
UsabilityFindability Interactions and their flow…
UsabilityFindability Interactions and their flow…
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Designing for theDesigning for the group groupHow people interactRules for interactionProduct of interactionCollaboration, joint decision…Problems with groups
How people interactRules for interactionProduct of interactionCollaboration, joint decision…Problems with groups
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WisdomWisdom of of crowds crowds on web-based systemson web-based systems
Cognitive Diversity
IndependenceDecentralizationEasy Aggregation
Cognitive Diversity
IndependenceDecentralizationEasy Aggregation
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Popularity Popularity is popular is popular
on sharing siteson sharing sites
No multi-level menus!Navigation = Top100 lists, tag clouds
No multi-level menus!Navigation = Top100 lists, tag clouds
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Duncan Watts Duncan Watts experiments on popularityexperiments on popularity
Two worldsIndividual
Social Influence – 8 separate worldsRich get richer effect
Two worldsIndividual
Social Influence – 8 separate worldsRich get richer effect
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N Sync N Sync vs.vs. lonely girllonely girl
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System designer System designer as as trend creatortrend creator
People want a shared realitythe watercooler effect did not go away
People want a shared realitythe watercooler effect did not go away
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DesigningDesigning popularity popularityEverything starts as equalPeople can connect locally
Highlight alternative viewpointsSystem should be flexible
Everything starts as equalPeople can connect locally
Highlight alternative viewpointsSystem should be flexible
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33 models of models of
socialitysocialityGoogleDiggYouTube
GoogleDiggYouTube
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Google –Google – no social no social navigationnavigation
less social engagementsequential conformity reduced
less social engagementsequential conformity reduced
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Digg as a laser Digg as a laser beambeam
Focused in time, tech topics, young male users!
Encourages mobsthe “digg” is quick, engaging and transparentsequential decisions
Focused in time, tech topics, young male users!
Encourages mobsthe “digg” is quick, engaging and transparentsequential decisions
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Youtube - Youtube -
promiscuouspromiscuous
popularitypopularityMany metricsDifferent strokes for different folks
Many metricsDifferent strokes for different folks
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Popularity onPopularity on SlideShareSlideShare
Metric GoalFavorite & tag Remember stuff, tell someone
you like their stuff
Comment Interact with others
View Watch it
Embed Share on your blog
Download Keep it on your desktop
Email Share with your friends
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most most viewedviewedmost most
favorited/taggedfavorited/tagged
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99 principles forprinciples for designing designing social social systemssystems
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Forget the ipod!Forget the ipod!
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Give up controlGive up controlThis is messy!This is messy!
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1. Make system1. Make system
personally usefulpersonally usefulmemorable personal snippets (e.g., Del.icio.us & Flickr)Self-expression (e.g., Newsvine)Social status: Digg
Don’t count on altruismthrive on people’s selfishness
memorable personal snippets (e.g., Del.icio.us & Flickr)Self-expression (e.g., Newsvine)Social status: Digg
Don’t count on altruismthrive on people’s selfishness
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2. Symbiotic relationship between2. Symbiotic relationship between
personal & personal & socialsocial
Small individual contributionscan be collected and mashed-upSimple, guessable URLs for everything
Personal snippets > Social streamPictures > by EventsMusic > by Playlists
Small individual contributionscan be collected and mashed-upSimple, guessable URLs for everything
Personal snippets > Social streamPictures > by EventsMusic > by Playlists
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3. Porous boundary 3. Porous boundary between public & privatebetween public & private
Personal desktop software vs. social websites
People will share for the right returnsdefaults to public, can change to private
user has control individual pieces & sets
Personal desktop software vs. social websites
People will share for the right returnsdefaults to public, can change to private
user has control individual pieces & sets
Privacy settings on Flickr
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4.4. levels of levels of participationparticipation
Everyone does not need to create!Implicit creation (creating by consuming)Remixing—adding value to others’ content
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”
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5. Let people feel5. Let people feel presence of presence of othersothers
Sense that others are out therewhat paths are wornreal time updating
Sense that others are out therewhat paths are wornreal time updating
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6. and yet,6. and yet, moments of moments of Independence…Independence…
Choreography: when alone, when part of group
prevent mobsnot too easy to mimic othersincentives for originalityallow for alternative viewpoints
Choreography: when alone, when part of group
prevent mobsnot too easy to mimic othersincentives for originalityallow for alternative viewpoints
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7. Add in7. Add in serendipity serendipity navigation not just about popularityaccess to some popular stuff (keep this fast moving)make “long tail” accessiblepopularity as jump off point to other ways of exploringpersonalization & recommendationsad-hoc groups?
navigation not just about popularityaccess to some popular stuff (keep this fast moving)make “long tail” accessiblepopularity as jump off point to other ways of exploringpersonalization & recommendationsad-hoc groups?
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8. Add in a8. Add in a dash of dash of expertsexperts
contest on SlideShare: both judges & popular votes
contest on SlideShare: both judges & popular votes
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9. Most of all,9. Most of all, allow for allow for playplay
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Finally Finally slides atwww.slideshare.net/rashmi/social-design-wordcamp/
find me at www.slideshare.net/rashmi