Massively multiplayer object sharing (Web 2.0 open 2008)
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The document discusses the evolution of social networks from early friend-based networks to modern object-centered networks. It outlines several models of how object sharing enables social connections, including watercooler conversations around shared objects, viral sharing of interesting content, and tag-based connections through shared concepts. The document advocates for social network designs that balance personal and social experiences, allow for varying levels of participation, incorporate serendipity and play, and surface alternative viewpoints rather than just the most popular consensus.
Massively multiplayer object sharing (Web 2.0 open 2008)
- 1. Massively multiplayer object sharing Rashmi Sinha www.slideshare.net www.rashmisinha.com
- 2. The plan What is social sharing? SlideShare Why now? Some theory Some design principles
- 3. This is not it! X
- 4. 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… X
- 5. First generation Social Networks (Friendster, LinkedIn…) How it works People connect to each other Six degrees of separation “ Are you my friend” awkwardness 1) I am linked to -> -> to you --->You are linked to her -> -> to her…
- 6. Coffee Dance performance Tomatoes
- 7. Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of social relations.” Katrin-Knorr Cetina Reference: http://www.zengestrom.com/blog/2005/04/why_some_social.html
- 8. Second generation social networks Put objects at the center Objects invite us to Connect Play Reach out
- 9. Model 1: Watercooler conversations (around objects e.g., Flickr, Yahoo answers) 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
- 10. Model 2: Viral sharing (passing on interesting stuff, e.g., YouTube videos) How it works Individual to individual to individual Popularity based navigation track “viral” items 1) I send video I like -> -> to you. You pass on --> --> to her, who sends on to her, who passes on…
- 11. Model 2: Tag-based social sharing (linked by concepts. e.g., 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
- 12. Model 4: 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
- 14. Presentations as objects of sharing What to share? digital representation is incomplete Social practices around presentations Mirroring them Creating new ones Building community
- 15. The plan What is social sharing? SlideShare Why now? Some theory Some design principles
- 16. browsing alone Attributed to PIMboula on Flickr: http://www.flickr.com/photos/pimboula/15256153/
- 18. 7 in 10 US adults use internet. More than 40% have broadband. Dec 2006 Pew Internet Research
- 19. 34% men , 26% women go online everyday just for fun… 2006 Pew Internet Research, for US only
- 22. 240,000 users
- 23. 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
- 25. The plan What is social sharing? SlideShare Why now? Some theory Some design principles
- 26. Designing for the individual Usability Findability Interactions and their flow …
- 27. Designing for the group How people interact Rules for interaction Product of interaction Collaboration, joint decision… Problems with groups
- 28. James Surowiecki - wise crowds Cognitive Diversity Independence Decentralization Easy Aggregation
- 29. Cognitive Diversity Good answers need many perspectives Groups become homogenous New (similar) members don’t bring new info Diversity reduces groupthink Groupthink works by shielding members from outside opinions Diversity reduces conformity
- 30. Independence People’s mistakes don’t get correlated (uncorrelated mistakes averaged out) Encourages people to bring in new viewpoints (diversity) Concept of Social Proof Milgram experiment
- 31. 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
- 32. A new type of sociality Crowds in MMORPGS Alone together Passive presence of others Playing for the audience, but not interacting Social facilitation (Zajonc, 1960) Improved performance in presence of others Presence can be passive Observed even in cockroaches! (Ducheneaut et al. CHI 2006)
- 33. “ Community in MMORPGs … narrowly defined, with references to mythical old villages where everybody knows and interacts with everybody… WoW illustrates, a large community of gamers can thrive in a context where relationships are much more indirect” Ducheneaut et al., 2006
- 34. Duncan Watts and the “rich get richer” effect
- 35. Popularity is becoming popular No more multi-level menus! Navigation is all about popularity
- 36. Web2.0 is about democracy? Anyone can create a blog post pictures, videos and slideshows But who gets heard?
- 37. Duncan Watts experiment Two worlds Individual Social Influence – 8 separate worlds
- 38. The dilemma of the system creator Social influence will play a role. Trends will be created Our principles Everything should have its moment in the sun Let people connect locally System should not be inflexible
- 39. Models of popularity based navigation Single simple metric (e.g., Digg) Single complex metric (e.g., Flickr) Multiple Simple Metrics (e.g., YouTube, SlideShare) Different metrics reflect diff qualities Let people choose
- 40. Popularity metrics How much is too much? Remember stuff Tagging Share with your friends Emailing Share on your blog Embedding Watch it Viewing Decide what goes to front page Digging Interact with others Commenting Remember stuff Show others what you like Favoriting Goal Metric
- 41. Most viewed on SlideShare Shown on front page Problems with most viewed
- 42. The tagging success story Favoriting + Tagging Balance individual and social Started with author tagging Reflect back tags Add into comment stream
- 43. The plan What is social sharing? Why now? SlideShare Some theory Some design principles
- 44. Forget the ipod!
- 45. Give up control This is messy!
- 46. Plant the seeds, let people connect
- 47. Design for emergent architecture
- 48. 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
- 49. Bite-sized self-expression Creative self-expression Artistic expression or Humor (Flickr, YouTube) Individual contribution can be small Create sets & lists Do Mashups Simple, guessable URLs for everything Leave room for games & social play Appreciation Stalking (some!) Gossip
- 50. 2. Symbiotic relationship between personal & social Personal snippets > Social stream Pictures > Organized by Events Music > Organized by Playlists
- 51. 3. 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
- 52. 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”
- 53. Why do people digg/comment/tag? “ 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.”
- 54. 5. Let people feel 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!
- 55. 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
- 56. Allow for alternative viewpoints Social sites can lead to tyranny of dominant view People of a group agree Viewpoint rises to top (popularity lists, tag clouds)
- 57. 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?
- 58. 8. Most of all, allow for play
- 59. Challenges Dominated by relatively few users Systems represent their viewpoints Minority views get lost. Consensus view bubbles up Giving alternative viewpoints a voice? Surfacing expertise How to reflect outside expertise? Weigh it differently?
- 60. Questions? Find me: www.slideshare.net/rashmi F ind slides: www.slideshare.net/groups/web20open