Post on 16-Sep-2014
description
Designing
SocialChristina Wodtke | @cwodtke | christinawodtke.com
Whatis social, really?
The Social Webis a digital space where data about human interactions is as important as other data types for providing value
Communityis when those humans care about each other.
Social Software can be loosely defined as software 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 Software• Social Media
Nothing New
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
“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
Joshua Porter
“HOLD ON A SEC...are social features economically viable?
1. Direct contact with people who make you successful
2. Amplify customer opinion3. Data, data, and more
data4. Reduce support costs5. Engender Trust to form
lasting relationships”
Howdo you design social?
B=f(P+E)
- Lewin’s Equation
Behavior is a function of a Person and his Environment
The Social Web is built here, from love and esteem
Motivation for hours(and hours and hours)of work
Kollock’s 4 Motivations for Contributing
1. Reciprocity2. Reputation3. Increased sense of efficacy4. Attachment to and need of a group
Reciprocity
What's the motivation of behind these people actually interacting and
participating? … 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 little icon on the front page, their username on the front page, so other people can see it.
Reputation
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
B=f(P+E)
- Lewin’s Equation
Behavior is a function of a Person and his Environment
205 Structure Follows Social Spaces
ConflictNo 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).
ResolutionA 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.
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
Activity Relationships
SocialSpace
Sign-
upInvitations
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:
Identity
Activity Relationships
SocialSpace
profile
reputationpresence
Share
ConvosCollab
Contacts
AttentionGroups
Sign-
upInvitations
Distribution (Viral)
StrategizeExercise 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?
Identity
profile
reputationpresence
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 Profile• Avatar• Bio• Collections
Identity is Context Based
Facebook- Personal LinkedIN - Professional
Avatar Identity• Avatar• Profile• Activity• Collections
Collections
Presence
Presence Presence• Status• 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
StrategizeExercise 2: what elements
do you need for identity?
Profile?Presence?
Reputation?
Relationships
Contacts
AttentionGroups
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
Connectionss
ContactsAttention Groups
ContactsAttention Groups
StrategizeExercise 3: what kinds of
relationships will you support?
Asymmetrical Attention-Based?
Groups?Connections?
Activity
Share
CommunicateCollaborate
Conversations
Sharing
Collaboration
Photoshop tennis
StrategizeExercise 4: what are the
social objects and what do people do?
i.e. What are your SOCIAL nouns and verbs?
Do people SHARE, CONVERSATE, or COLLABORATE
Identity
Activity Relationships
SocialSpace
profile
reputationpresence
Share
ConvosCollab
Contacts
AttentionGroups
Sign-
upInvitations
Distribution (Viral)
SocialSpace
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?
Vilification
Veneration
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?
Robin Miller, Cofounder of Slahdot
Joel Spolsky, Joel on Software
Not as much as you think
Your Turn: What did you
design? What was the
identity? What was the
connection type?
What do people do together?
QUESTIONS?Christina WodtkeBoxesandarrows.comEleganthack.com@cwodtke
APPENDIX
The AOF Method
• 1. Defining your Activity• 2. Identifying your Social Objects• 3. Choosing your Features
Courtesy of Joshua Porter. Check out bokardo.com!
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 yourSocial 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
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