Designing SocialWebsites Chris3naWodtke PageaboutChris3na - - PowerPoint PPT Presentation

Designing

 Social
Websites


Chris3na
Wodtke


Page
about
Chris3na


Audience
ques3on:
“what
do
you
want?”

 I
don’t
want
to
ask
everyone
to
say
what
 they
want,
but
here
I
like
to
ask
a
few
folks
 to
offer
“if
you
don’t’
get
X,
will
you
leave
 mad?


You

What do you want?

Jargon
Check


Social
Media
 Social
SoJware
 Social
Network
 The
Social
Web
 The
Social
Graph
 Communi3es
 Web
2.0
 UGC
 TwiSer
 Facebook
 LinkedIn
 MySpace
 Flickr


What

is social, really?

The Social Web

is a digital space where data about human interactions is as important as other data types for providing value

Community

is when those humans care about each other.

Social
SoJware
can
be
loosely
 defined
as
soJware
which
 supports,
extends,
or
 derives
added
value
from,
 human
social
behavior
‐
 message‐boards,
musical
 taste‐sharing,
photo‐ sharing,
instant
messaging,
 mailing
lists,
social
 networking.



Social
XXX


• Usenet

• Forums

• Email

• Mailing
lists

• Groupware

• Social
Networks
Services

• Social
SoJware

• Social
Media


Nothing New

Why bother?

Trebor
Scholz
h"p://collec*vate.net



8
days
aJer
a
video
was
posted
showing
 how
to
pick
the
lock
in
30
seconds
using
a
 pen
Kryptonite
recalled
380,000
locks


Your
users
have
something
 to
tell
you.
If
you
don’t
give
 them
a
way
to
 communicate,
they
will
find


• ne.


Trebor
Scholz
h"p://collec*vate.net



“I
could
go
on
with
the
benefits
of
 building
rela3onships
rather
than
SEO
 campaigns,
such
as:
 – Longevity
and
customer
reten3on,
 not
to
men3on
repeat
customers

 – Bug
tracking
and
community
 policing
(ie.
Flickr’s
‘Flag
this
photo
 as
“may
offend”?’)

 – Amplified
word
of
mouth

 – Built
in
market
research

 – Buying
ads
is
bloody
expensive”


Tara
Hunt


Joshua

 Porter


“HOLD
ON
A
SEC...are
social
features
 economically
viable?


• 1. Direct
contact
with
people
who


make
you
successful


• 2. Amplify
customer
opinion

• 3. Data,
data,
and
more
data

• 4. Reduce
support
costs

• 5. Engender
Trust
to
form
las3ng


rela3onships”


When

do I have to do something about all this?

When?


Are
you
wai3ng
for
Web
4.0?


How

do you design social?

B=f(P+E)

‐
Lewin’s
Equa3on
 Behavior
is
a
func3on
of
a
Person
 and
his
Environment


The
Social
 Web
is
built
 here,
from
 love
and
 esteem


O’Reilly
Report
on
Facebook


The
Facebook
Applica3on
Plaiorm



Mo3va3on
for
hours
 (and
hours
and
hours)


• f
work


Kollock’s
4
Mo3va3ons
for
Contribu3ng


• 1. Reciprocity

• 2. Reputa3on

• 3. Increased
sense
of
efficacy

• 4. ASachment
to
and
need
of
a
group


Reciprocity


What's
the
mo3va3on
of
behind
these
 people
actually
interac3ng
and
 par3cipa3ng?
…


people
want
to


share
with
the
community
 what
they
believe
to
be
 important
….
and
they
want
to
 see
their
name
in
lights.
They


want
to
see
their
liSle
icon
on
the
front
 page,
their
username
on
the
front
page,
so


• ther
people
can
see
it.



Reputation

Increased
sense
of
efficacy


ASachment
to
and
need
of
a
group


The
New
Third
Place?


“All
great
socie3es
provide
informal
mee3ng
places,
like
 the
Forum
in
ancient
Rome
or
a
contemporary
 English
pub.
But
since
World
War
II,
America
has
 ceased
doing
so.
The
neighborhood
tavern
hasn't
 followed
the
middle
class
out
to
the
suburbs...”
‐‐
Ray
 Oldenburg



205
Structure
Follows
Social
 Spaces


Conflict


No
building
ever
feels
right
to
the
people
in
 it
unless
the
physical
spaces
(defined
by
 columns,
walls,
and
ceilings)
are
congruent
 with
the
social
spaces
(defined
by
ac3vi3es
 and
human
groups).


Resolu;on


A
first
principle
of
construc3on;
on
no
 account
allow
the
engineering
to
dictate
 the
building's
form.
Place
the
load
bearing
 elements‐
the
columns
and
the
walls
and
 floors‐
according
to
the
social
spaces
of
the
 building;
never
modify
the
social
spaces
to
 conform
to
the
engineering
structure
of
the
 building.



36.
Degrees
of
publicness


Conflict:
People
are
different,
 and
the
way
they
want
to
place
 their
houses
in
a
neighborhood
 is
one
of
the
most
basic
kinds
of
 difference.


Resolu;on:
Make
a
clear
dis3nc3on
 between
three
kinds
of
homes―those


• n
quiet
backwaters,
those
on
busy


streets,
and
those
that
are
more
or
less
 in‐between.
Make
sure
that
those
on
quiet


Iden3ty
 Ac3vity
 Rela3onships
 Social
 Space


Distribu3on
(Viral)


TOWNS

 The
language
begins
with
paSerns
that
define
towns
and
 communi3es.
These
paSerns
can
never
be
designed
or
 built
in
one
fell
swoop
‐
but
pa3ent
piecemeal
growth,
 designed
in
such
a
way
that
every
individual
act
is
always
 helping
to
create
or
generate
these
larger
global
paSerns,
 will,
slowly
and
surely,
over
the
years,
make
a
community
 that
has
these
global
paSerns
in
it.

 BUILDINGS
 We
now,start
that
part
of
the
language
which
gives
shape
 to
individual
buildings.
These
are
the
paSerns
which
can
 be
"designed)'
or
"built”‐
the
paSerns
which
define
the
 individual
buildings
and
the
space
between
buildings;
 where
we
are
dealing
for
the
first
3me
with
PaSerns
that
 are
under
the
control
of
individuals
or
small
groups
of
 individuals,
who
are
able
to
build
the
paSerns
all
at
once:



Iden3ty
 Ac3vity
 Rela3onships
 Social
 Space


profile
 reputa3on
 presence
 Share
 Convos
 Collab
 Contacts
 ASen3on
 Groups


Distribu3on
(Viral)


Strategize


Exercise 1: brainstorm a new feature or site area that brings a appropriate community to your website.

Things
to
think
about:



• Business
goals:
how
does
this
community
further
the
needs
of


the
company?


• User
goals:
what
makes
this
community
aSrac3ve
in
a
3me


when
they
have
a
hundred
other
places
vying
for
their
 aSen3on.
What
is
the
personal
worth
of
the
tools?



• What
if
no
one
shows
up,
can
it
s3ll
have
value?

• Community
nature:
will
this
be
a
true
community,
or
will
this


be
a
collec3ve
wisdom
tool?
Think
about
the
spectrum.


• Approach
to
Crea3on:
can
you
partner.
rather
than
build?


Iden3ty


profile
 reputa3on
 presence


1.)
If
you
were
going
to
build
a
 piece
of
social
soJware
to
support
 large
and
long‐lived
groups,
what
 would
you
design
for?
The
first
 thing
you
would
design
for
is
 handles
the
user
can
invest
in.

 Clay
Shirky,
A
Group
Is
Its
Own
 Worst
Enemy
 hNp://shirky.com/wri;ngs/ group_enemy.html


Profile



Profile


• Avatar

• Bio

• Collec3ons


Iden3ty
is
Context
Based


Facebook‐
Personal
 LinkedIN
‐
Professional


Avatar



Iden3ty


• Avatar

• Profile

• Ac3vity

• Collec3ons


Collec3ons


Presence


Presence



Presence


• Status

• History

• Sta3s3cs

• Signs
of
Life

• Company


Presence



Presence


• Status

• History

• Sta3s3cs

• Signs
of
Life

• Keeping
me


Company


2.)
Second,
you
have
to
 design
a
way
for
there
to
 be
members
in
good
 standing.
Have
to
design
 some
way
in
which
good
 works
get
recognized.
The
 minimal
way
is,
posts
 appear
with
iden3ty.
You
 can
do
more
sophis3cated
 things
like
having
formal
 karma
or
"member
 since."



Reputa3on
is…
 Informa;on
used
to
make
a
 
value
judgment
about
an



• bject
or
person…


Reputa3ons


Strategize


Exercise 2: what elements do you need for identity? Profile? Presence? Reputation?

Rela3onships
 Contacts
 ASen3on
 Groups


you
have
to
find
a
way
to
 spare
the
group
from
scale.


Scale
alone
kills
 conversa3ons,


because
conversa3ons
require
 dense
two‐way
conversa3ons.

 [Dunbar]
found
that
the
MAXIMUM
number
of
 people
that
a
person
could
keep
up
with
socially
at
 any
given
3me,
gossip
maintenance,
was
150.
This
 doesn't
mean
that
people
don't
have
150
people
in
 their
social
network,
but
that
they
only


keep
tabs
on
150
people
max
at
 any
given
point.



Contacts
 ASen3on
 Groups


Attention

Groups

Connections

Strategize


Exercise 3: what kinds of relationships will you support? Asymmetrical Attention-Based? Groups? Connections?

Ac3vity
 Share
 Communicate
 Collaborate


The
AOF
Method


• 1.
Defining
your
Ac;vity

• 2.
Iden3fying
your
Social
Objects

• 3.
Choosing
your
Features


Courtesy
of
Joshua
Porter.
Check
out
bokardo.com!


Classic
Ques3on



• Who
are
your
users?


BeSer
Ques3on


• What
are
your
users
doing?

• What
do
people
have
to
do
to
make
you
successful?

• What
are
you
making
people
beSer
at?

• What
are
your
users
passionate
about?


2.
Iden3fying
your
 Social
Objects


The
term
“social
networking”
makes
liSle
sense
 if
we
leave
out
the
objects
that
mediate
the
3es
 between
people.
Think
about
the
object
as
the
 reason
 why
 people
 affiliate
 with
 each
 specific


• ther
and
not
just
anyone.


Jyri
Engeström


What
are
Social
Objects?


• Social
objects
can
be
ideas,
people,
or
physical

• bjects.

• Social
objects
influence
social
interac3on...they


change
the
way
people
interact
with
each
other.


• By
interac3ng
through/with
social
objects,
people


meet
others
they
might
not
otherwise
know.


• Social
objects
can
be
the
reason
why
people
have


an
interac3on
or
form
a
rela3onship.
 Joshua
Porter
(bokardo.com)


3.
Choosing
your
Features


Conversa;ons


Sharing


Strategize


Exercise 4: what are the social

• bjects and what do people

do? i.e. What are your nouns and verbs?

Iden3ty
 Ac3vity
 Rela3onships
 Social
 Space


profile
 reputa3on
 presence
 Share
 Convos
 Collab
 Contacts
 ASen3on
 Groups


Distribu3on
(Viral)


Social
 Space


Norms
&
Caretakers


Community
Management


• Who’s
going
to
do
what?


– Par3cipate
in
your
community


• Who
will
handle
complaints?


– CRM
or
GetSa3sfac3on?


• What
is
the
resource
commitment?

• What
is
the
core
func3onality

• What
are
the
phased
releases?

• Will
you
learn
from
your
mistakes?


Vilifica3on
 Venera3on


Simple
(hard)
Steps


• Have
a
compelling
idea

• Seed

• Someone
must
live
on
the
site


– Community
manager
or
you


• Make
the
rules
clear
(and
short)



– Write
a
good
TOS


• Punish
swiJly
and
nicely

• Reward
contribu3ons

• Spread
the
work
out

• Adapt
to
Community
Norms

• Apologize
publicly,
swiJly
and
frequently

• Simple
good
soJware
that
grows
with
group


Does
SoJware
MaSer?


Robin
Miller,
Cofounder
of
 Slahdot
 Joel
Spolsky,
Joel
on
SoJware


Probably
not


Business
Exercise


• Design
and
organiza3onal
structure
and
a


launchplan


• Present
it
to
the
en3re
group


Why


• If
you
build
it…
they
don’t
come


• Gladwell

• Duncan
waSs


“There
was
the
president
of
the
Hush
Puppies
 company,
of
Rockford,
Michigan,
popula3on
thirty‐ eight
hundred,
sharing
a
stage
with
Calvin
Klein
and
 Donna
Karan
and
Isaac
Mizrahi‐and
all
because
some
 kids
in
the
East
Village
began
combing
through
thriJ
 shops
for
old
Dukes.
Fashion
was
at
the
mercy
of
those
 kids,
whoever
they
were,
and
it
was
a
wonderful
thing
 if
the
kids
picked
you,
but
a
scary
thing,
too,
because
it
 meant
that
cool
was
something


you
could
not
control.
You
needed


someone
to
find
cool
and
tell
you
what
it
was.”
 ‐
Malcom
Gladwell


Nobody knows anything. – William Goldman

B=f(P,E)


Behavior
is
a
func3on
of
a
Person
 and
his
Environment


Some
PaSerns


Fric3onless


At
Hand


• Table
se|ng?


Impaciul


Maximize
reach


Email
this


Newsfeed,
Network
Updates


Groups,
Asymmetric
Follow


Rela3onship
an3paSerns


High‐level
an;paNerns


• Explicit
“Will
you
be
my
friend”
requests

• Teach
a
man
to
be
phished
(adac;o)

• Don’t
break
email
(do‐not‐reply)

• Auto‐faux‐pas
(no;fica;on
of
rejec;on
/
unsub
/


delinking
/
re‐follow)


• Having
to
spam
my
friends…


Targeted


Features
for
the
most
useful
users


Outreach


<meta
name="descrip3on"
content="Find
cheap
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3ckets,
hotels,
great
cruise
and
vaca3on
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honeymoon
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guides,
flight
 informa3on
and
more,
with
Yahoo!
Travel."
/>
 <meta
name="verify‐v1"
 content="h•2kPTdsyPJIULFv58St5zM/ BKR4WjvWpVSbgr23vA="
/><meta
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content="17f2f671d47e7697"
/ ><3tle>Yahoo!
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cheap
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Checklist


 Fric3onless
  Impaciul
  Targeted
  Outreach


Think about how you will pull people in…


• How
do
people
share?

• With
whom
do
they
share?

• Where
and
how
many
of
those
tools
do
you


place?


Distribu;on
Exercise


Ques3ons?


hSp://www.blueprintsfortheweb.com
 hSp://www.eleganthack.com
 hSp://www.boxesandarrows.com
 @cwodtke