The economy of compliments on Yelp.com A View from Social - - PowerPoint PPT Presentation

▶
the economy of compliments on yelp com
SMART_READER_LITE
LIVE PREVIEW

The economy of compliments on Yelp.com A View from Social - - PowerPoint PPT Presentation

Jan 15, 2024 381 likes •930 views

The economy of compliments on Yelp.com A View from Social Interaction Design Adrian Chan adrian@gravity7.com by Adrian Chan, 2007 We look simply to see, see others looking, see we are seen looking, and soon become knowing and skilled in

slide-1
SLIDE 1

by Adrian Chan, 2007

The economy of compliments

  • n

Yelp.com

A View from Social Interaction Design

Adrian Chan

adrian@gravity7.com

slide-2
SLIDE 2

by Adrian Chan, 2007

We look simply to see, see others looking, see we are seen looking, and soon become knowing and skilled in regard to the evidential uses made of the appearance of looking.”

Erving Goffman, Forms of Talk

slide-3
SLIDE 3

by Adrian Chan, 2007

Yelp.com

slide-4
SLIDE 4

by Adrian Chan, 2007

Yelp.com

  • Yelp is “real reviews, real people”
  • Using “consumer generated reviews,”

Yelp also

  • generates traffic to reviews through people
  • and traffic to people through reviews
  • Reviews build a profile for the user so that users can engage with

reviews or with each other

slide-5
SLIDE 5

by Adrian Chan, 2007

Yelp.com

  • To facilitate conversation on

Yelp, the site offers a set of compliments:

slide-6
SLIDE 6

by Adrian Chan, 2007

Yelp.com

  • Users give each other compliments
  • directed either at the person
  • at their reviews
  • at their style
  • at their looks, etc
  • And because communication solicits response, a compliment

given is often a compliment returned

slide-7
SLIDE 7

by Adrian Chan, 2007

...this place looks cool

slide-8
SLIDE 8

by Adrian Chan, 2007

slide-9
SLIDE 9

by Adrian Chan, 2007

she’s hot!

slide-10
SLIDE 10

by Adrian Chan, 2007

and she’s cool too!

slide-11
SLIDE 11

by Adrian Chan, 2007

slide-12
SLIDE 12

by Adrian Chan, 2007

I’ll tell her...

slide-13
SLIDE 13

by Adrian Chan, 2007

I’ll tell her...

slide-14
SLIDE 14

by Adrian Chan, 2007

slide-15
SLIDE 15

by Adrian Chan, 2007

hey, look what I got!

slide-16
SLIDE 16

by Adrian Chan, 2007

hmm, he’s cool

slide-17
SLIDE 17

by Adrian Chan, 2007

slide-18
SLIDE 18

by Adrian Chan, 2007

slide-19
SLIDE 19

by Adrian Chan, 2007

slide-20
SLIDE 20

by Adrian Chan, 2007

hey! back at me!

slide-21
SLIDE 21

by Adrian Chan, 2007

Now they’re both happy

slide-22
SLIDE 22

by Adrian Chan, 2007

And everyone can see it

slide-23
SLIDE 23

by Adrian Chan, 2007

this works!

slide-24
SLIDE 24

by Adrian Chan, 2007

this works!

slide-25
SLIDE 25

by Adrian Chan, 2007

this works!

slide-26
SLIDE 26

by Adrian Chan, 2007

this works!

slide-27
SLIDE 27

by Adrian Chan, 2007

this works!

slide-28
SLIDE 28

by Adrian Chan, 2007

slide-29
SLIDE 29

by Adrian Chan, 2007

slide-30
SLIDE 30

by Adrian Chan, 2007

slide-31
SLIDE 31

by Adrian Chan, 2007

slide-32
SLIDE 32

by Adrian Chan, 2007

browse, click, browse...

slide-33
SLIDE 33

by Adrian Chan, 2007

browse, click, browse...

slide-34
SLIDE 34

by Adrian Chan, 2007

browse, click, browse...

slide-35
SLIDE 35

by Adrian Chan, 2007

browse, click, browse...

slide-36
SLIDE 36

by Adrian Chan, 2007

browse, click, browse...

slide-37
SLIDE 37

by Adrian Chan, 2007

browse, click, browse...

slide-38
SLIDE 38

by Adrian Chan, 2007

browse, click, browse...

slide-39
SLIDE 39

by Adrian Chan, 2007

browse, click, browse...

slide-40
SLIDE 40

by Adrian Chan, 2007

browse, click, browse...

slide-41
SLIDE 41

by Adrian Chan, 2007

browse, click, browse...

slide-42
SLIDE 42

by Adrian Chan, 2007

browse, click, browse...

slide-43
SLIDE 43

by Adrian Chan, 2007

browse, click, browse...

slide-44
SLIDE 44

by Adrian Chan, 2007

traffic!

slide-45
SLIDE 45

by Adrian Chan, 2007

traffic!

slide-46
SLIDE 46

by Adrian Chan, 2007

traffic!

slide-47
SLIDE 47

by Adrian Chan, 2007

traffic!

slide-48
SLIDE 48

by Adrian Chan, 2007

traffic!

slide-49
SLIDE 49

by Adrian Chan, 2007

Yelp.com

slide-50
SLIDE 50

by Adrian Chan, 2007

Yelp.com

  • being friendly pays off
  • people are the content
  • compliments are a perfect ice breaker
  • and though we give them to each other, they’re given in public
  • they add to our credibility and popularity
  • and make the site more active
  • which adds up to traffic and participation!
  • however....
slide-51
SLIDE 51

by Adrian Chan, 2007

Yelp.com

  • With its economy of reciprocity around the exchange of

compliments

  • Many of

Yelp’s users are motivated to review more and to interact more

  • With the result that

Yelp reviews are often biographical, subjective, and story-like

  • Thus giving users personality through reviews that serve as their

profiles

slide-52
SLIDE 52

by Adrian Chan, 2007

Yelp.com

  • Yelp is an example of how review sites can become profile-based

sites, and of how easily subjective user reviews (brands, businesses, and services) can be overtaken by members interested in their own rank and in each other

  • By structuring compliments,

Yelp can improve its data on members and on businesses

  • And helps users be more precise — even when they would

rather not be!

  • Gestural languages like those on

Yelp will continue to develop in

  • rder to distinguish communication between users,

communication about users, and communication about content

slide-53
SLIDE 53

by Adrian Chan, 2007

“By an extension of meaning, ‘stroking’ may be employed colloquially to denote any act implying recognition of another’s

  • presence. Hence a stroke may be used as the fundamental unit
  • f social action. An exchange of strokes constitutes a

transaction, which is the unit of social intercourse.” Eric Berne, Games People Play