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Designing Social

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Christina Wodtke
Christina Wodtke

Another in my class on User Experience, a shorter version of my workshop on Designing Social Websites.

1 of 76
Designing Social General Assembly 10/24/12
Designing Social
Twitter Social Media Facebook Social Software LinkedIn Social Network MySpace The Social Web The Social Graph Flickr Communities Web 2.0 UGC Jargon Check
What is social, really?
Credit Tim O’Reilly
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 XXX • Usenet Social Software can be loosely • Forums defined as software which • Email supports, extends, or Nothing Newderives added value from, • Mailing lists human social behavior - • Groupware message-boards, musical • Social Networks Services taste-sharing, photo- • Social Software sharing, instant messaging, • Social Media mailing lists, social networking.
Why bother?
8 days after 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 one. Trebor Scholz http://collectivate.net
Designing Social
“I could go on with the benefits of building relationships rather than SEO campaigns, such as: – Longevity and customer retention, not to mention 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
“HOLD ON A SEC...are social feature 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 Joshua 5. Engender Trust to form lasting Porter relationships”
How do you design social?
B=f(P+E) Behavior is a function of a Person and his Environment - Lewin’s Equation
Designing Social
Designing Social
The Social Web is built here, from love and esteem
O’Reilly Report on Facebook The Facebook Application Platform
Motivation for hours (and hours and hours) of work
Kollock’s 4 Motivations for Contributing 1. Reciprocity 2. Reputation 3. Increased sense of efficacy 4. Attachment to and need of a group
Reciprocity
Reputation What's the motivation of behind these people actually interacting and people want to participating? … share with the community what they believe to be important …. and they want to see their name in lights. They want to see their little icon on the front page, their username on the front page, so other people can see it.
Increased sense of efficacy
Attachment to and need of a group
The New Third Place? “All great societies provide informal meeting 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
Designing Social
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 activities and human groups). Resolution A first principle of construction; 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.
Designing Social
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. Resolution: Make a clear distinction between three kinds of homes―those on quiet backwaters, those on busy streets, and those that are more or less in-between. Make sure that those on quiet backwaters are on twisting paths, and that these houses are themselves physically secluded; make sure that the more public houses are on busy streets with many people passing by all day long and that the houses themselves are exposed to the passers-by. The in- between houses may then be located on the paths halfway between the other two. Give every neighborhood about an equal number of these three kinds of homes.
Identity Social Space Activity Relationships Distribution (Viral)
TOWNS The language begins with patterns that define towns and communities. These patterns can never be designed or built in one fell swoop - but patient piecemeal growth, designed in such a way that every individual act is always helping to create or generate these larger global patterns, will, slowly and surely, over the years, make a community that has these global patterns in it. BUILDINGS We now start that part of the language which gives shape to individual buildings. These are the patterns which can be "designed)' or "built”- the patterns which define the individual buildings and the space between buildings; where we are dealing for the first time with Patterns that are under the control of individuals or small groups of individuals, who are able to build the patterns all at once:
profile Identity presence reputation Social Share Contacts Space Activity Relationships Collab Convos Groups Attention Distribution (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 attractive in a time when they have a hundred other places vying for their attention. What is the personal worth of the tools? • What if no one shows up, can it still have value? • Community nature: will this be a true community, or will this be a collective wisdom tool? Think about the spectrum. • Approach to Creation: can you partner. rather than build?
profile Identity presence reputation
1.) If you were going to build a piece of social software 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 http://shirky.com/writings/group_ enemy.html
Profile • Avatar Profile • Bio • Collections
Identity is Context Based Facebook- Personal LinkedIN - Professional
Identity • Avatar Avatar • Profile • Activity • Collections
Collections
Presence
Presence •Status Presence •History •Statistics •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 identity. You can do more sophisticated things like having formal karma or "member since."
Reputation is… Information used to make a value judgment about an object or person…
Reputations
Strategize Exercise 2: what elements do you need for identity? Profile? Presence? Reputation?
Contacts Relationships Groups Attention
you have to find a way to spare the group from scale. Scale alone kills conversations, because conversations require dense two-way conversations. [Dunbar] found that the MAXIMUM number of people that a person could keep up with socially at any given time, 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.
Attention Groups Contacts
Attention
Groups
Connectionss
Strategize Exercise 3: what kinds of relationships will you support? Asymmetrical Attention-Based? Groups? Connections?
Share Activity Collaborate Communicate
The AOF Method • 1. Defining your Activity • 2. Identifying your Social Objects • 3. Choosing your Features Courtesy of Joshua Porter. Check out bokardo.com!
Designing Social
Classic Question • Who are your users? Better Question • What are your users doing? • What do people have to do to make you successful? • What are you making people better at? • What are your users passionate about?
2. Identifying your Social Objects
The term “social networking” makes little sense if we leave out the objects that mediate the ties between people. Think about the object as the reason why people affiliate with each specific other and not just anyone. Jyri Engeström
Designing Social
What are Social Objects? • Social objects can be ideas, people, or physical objects. • Social objects influence social interaction...they change the way people interact with each other. • By interacting through/with social objects, people meet others they might not otherwise know. • Social objects can be the reason why people have an interaction or form a relationship. Joshua Porter (bokardo.com)
3. Choosing your Features
Designing Social
Conversations
Designing Social
Sharing
Strategize Exercise 4: what are the social objects and what do people do? i.e. What are your SOCIAL nouns and verbs?
profile Identity presence reputation Social Share Contacts Space Activity Relationships Collab Convos Groups Attention Distribution (Viral)
Social Space
Norms & Caretakers
Community Management • Who’s going to do what? – Participate in your community • Who will handle complaints? – CRM or GetSatisfaction? • What is the resource commitment? • What is the core functionality • What are the phased releases? • Will you learn from your mistakes?
Veneration Vilification
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 swiftly and nicely • Reward contributions • Spread the work out • Adapt to Community Norms • Apologize publicly, swiftly and frequently • Simple good software that grows with group
Does Software Matter? Joel Spolsky, Joel on Software Robin Miller, Cofounder of Slahdot
Probably not
Homework • Define and design (outline, sketch) identity components • Define the relationship type • Define the core social behavior. One task analysis for a social activity (commenting, sharing, etc)

More Related Content

Designing Social

  • 1. Designing Social General Assembly 10/24/12
  • 3. Twitter Social Media Facebook Social Software LinkedIn Social Network MySpace The Social Web The Social Graph Flickr Communities Web 2.0 UGC Jargon Check
  • 6. 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.
  • 7. Social XXX • Usenet Social Software can be loosely • Forums defined as software which • Email supports, extends, or Nothing Newderives added value from, • Mailing lists human social behavior - • Groupware message-boards, musical • Social Networks Services taste-sharing, photo- • Social Software sharing, instant messaging, • Social Media mailing lists, social networking.
  • 9. 8 days after a video was posted showing how to pick the lock in 30 seconds using a pen Kryptonite recalled 380,000 locks
  • 10. Your users have something to tell you. If you don’t give them a way to communicate, they will find one. Trebor Scholz http://collectivate.net
  • 12. “I could go on with the benefits of building relationships rather than SEO campaigns, such as: – Longevity and customer retention, not to mention 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
  • 13. “HOLD ON A SEC...are social feature 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 Joshua 5. Engender Trust to form lasting Porter relationships”
  • 14. How do you design social?
  • 15. B=f(P+E) Behavior is a function of a Person and his Environment - Lewin’s Equation
  • 18. The Social Web is built here, from love and esteem
  • 19. O’Reilly Report on Facebook The Facebook Application Platform
  • 20. Motivation for hours (and hours and hours) of work
  • 21. Kollock’s 4 Motivations for Contributing 1. Reciprocity 2. Reputation 3. Increased sense of efficacy 4. Attachment to and need of a group
  • 23. Reputation What's the motivation of behind these people actually interacting and people want to participating? … share with the community what they believe to be important …. and they want to see their name in lights. They want to see their little icon on the front page, their username on the front page, so other people can see it.
  • 24. Increased sense of efficacy
  • 25. Attachment to and need of a group
  • 26. The New Third Place? “All great societies provide informal meeting 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
  • 28. 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 activities and human groups). Resolution A first principle of construction; 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.
  • 30. 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. Resolution: Make a clear distinction between three kinds of homes―those on quiet backwaters, those on busy streets, and those that are more or less in-between. Make sure that those on quiet backwaters are on twisting paths, and that these houses are themselves physically secluded; make sure that the more public houses are on busy streets with many people passing by all day long and that the houses themselves are exposed to the passers-by. The in- between houses may then be located on the paths halfway between the other two. Give every neighborhood about an equal number of these three kinds of homes.
  • 31. Identity Social Space Activity Relationships Distribution (Viral)
  • 32. TOWNS The language begins with patterns that define towns and communities. These patterns can never be designed or built in one fell swoop - but patient piecemeal growth, designed in such a way that every individual act is always helping to create or generate these larger global patterns, will, slowly and surely, over the years, make a community that has these global patterns in it. BUILDINGS We now start that part of the language which gives shape to individual buildings. These are the patterns which can be "designed)' or "built”- the patterns which define the individual buildings and the space between buildings; where we are dealing for the first time with Patterns that are under the control of individuals or small groups of individuals, who are able to build the patterns all at once:
  • 33. profile Identity presence reputation Social Share Contacts Space Activity Relationships Collab Convos Groups Attention Distribution (Viral)
  • 34. 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 attractive in a time when they have a hundred other places vying for their attention. What is the personal worth of the tools? • What if no one shows up, can it still have value? • Community nature: will this be a true community, or will this be a collective wisdom tool? Think about the spectrum. • Approach to Creation: can you partner. rather than build?
  • 35. profile Identity presence reputation
  • 36. 1.) If you were going to build a piece of social software 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 http://shirky.com/writings/group_ enemy.html
  • 37. Profile • Avatar Profile • Bio • Collections
  • 38. Identity is Context Based Facebook- Personal LinkedIN - Professional
  • 39. Identity • Avatar Avatar • Profile • Activity • Collections
  • 42. Presence •Status Presence •History •Statistics •Signs of Life •Keeping me Company
  • 43. 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 identity. You can do more sophisticated things like having formal karma or "member since."
  • 44. Reputation is… Information used to make a value judgment about an object or person…
  • 46. Strategize Exercise 2: what elements do you need for identity? Profile? Presence? Reputation?
  • 47. Contacts Relationships Groups Attention
  • 48. you have to find a way to spare the group from scale. Scale alone kills conversations, because conversations require dense two-way conversations. [Dunbar] found that the MAXIMUM number of people that a person could keep up with socially at any given time, 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.
  • 49. Attention Groups Contacts
  • 53. Strategize Exercise 3: what kinds of relationships will you support? Asymmetrical Attention-Based? Groups? Connections?
  • 54. Share Activity Collaborate Communicate
  • 55. The AOF Method • 1. Defining your Activity • 2. Identifying your Social Objects • 3. Choosing your Features Courtesy of Joshua Porter. Check out bokardo.com!
  • 57. Classic Question • Who are your users? Better Question • What are your users doing? • What do people have to do to make you successful? • What are you making people better at? • What are your users passionate about?
  • 58. 2. Identifying your Social Objects
  • 59. The term “social networking” makes little sense if we leave out the objects that mediate the ties between people. Think about the object as the reason why people affiliate with each specific other and not just anyone. Jyri Engeström
  • 61. What are Social Objects? • Social objects can be ideas, people, or physical objects. • Social objects influence social interaction...they change the way people interact with each other. • By interacting through/with social objects, people meet others they might not otherwise know. • Social objects can be the reason why people have an interaction or form a relationship. Joshua Porter (bokardo.com)
  • 62. 3. Choosing your Features
  • 67. Strategize Exercise 4: what are the social objects and what do people do? i.e. What are your SOCIAL nouns and verbs?
  • 68. profile Identity presence reputation Social Share Contacts Space Activity Relationships Collab Convos Groups Attention Distribution (Viral)
  • 71. Community Management • Who’s going to do what? – Participate in your community • Who will handle complaints? – CRM or GetSatisfaction? • What is the resource commitment? • What is the core functionality • What are the phased releases? • Will you learn from your mistakes?
  • 73. 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 swiftly and nicely • Reward contributions • Spread the work out • Adapt to Community Norms • Apologize publicly, swiftly and frequently • Simple good software that grows with group
  • 74. Does Software Matter? Joel Spolsky, Joel on Software Robin Miller, Cofounder of Slahdot
  • 76. Homework • Define and design (outline, sketch) identity components • Define the relationship type • Define the core social behavior. One task analysis for a social activity (commenting, sharing, etc)