Social Media10 principles for Social Object design

Alex de Carvalhotwitter.com/alexdc

tapio.com

Brazilian – Finnish / diplomatic childhoodHigh school and college in Miami (UMiami)

Last decade in Europe / INSEAD MBAScrapblog.com / Adj. Prof. at UMiami on “Social Media”

BarCampMiami / RefreshMiami.org

1. kiss: keep is social, stupid2. define the objects of sociality3. objects invite play4. to play, to stroke5. multiply the actions6. asynchronous interaction 7. mind the bacn8. set the ‘dun’bar higher9. reputation display10. building social capital

10 principles for Social Object design

1. kiss: keep it social, stupid

“Social” Media

“Traditional” Media

paradigm shift

HeliocentrismPtolemaic

System

Earth Sun

"If there were a real proof that the Sun is in the centre of the universe, that the Earth is in the third sphere, and that the Sun does not go round the Earth but the Earth round the Sun, then we should have to proceed with great circumspection in explaining passages of Scripture which appear to teach the contrary, and we should rather have to say that we did not understand them than declare an opinion false which has been proved to be true.

But I do not think there is any such proof since none has been shown to me."

- Cardinal Robert Bellarmine, c.1633

NewspapersMagazinesTelevisionRadioBooksCDsDVDsA box of photosPhysical, paper mail and catalogsYellow Pages

“Traditional” Media

“Social” Media• The [“Traditional”] media above can’t be changed. A newspaper can’t

magically change its stories, even if society decides something in them is incorrect. • You can interact with my blog. You can leave a comment• You can get some sense of the popularity of my stuff in real time. • With the “new media” you can look at my archives and see all posts. • Here on my blog I can mix media. A post could contain text, audio,

video, or photos. • Here on my blog I don’t need to convince a committee to publish. • The new media is infinite. (time, space, schedule)• The new media is syndicatable [sic] and linkable and easily reused. • The new media can be mashed up with data from other services.

Robert Scoble, http://scobleizer.com/2007/02/16/what-is-social-media/

Social Media

BloggingSocial NetworkingWikisBookmarkingPhotosharingCalendaringTaggingPodcastingMicroblogging

small world phenomenon

Stanley Milgram examined the average path length for social networks of people in the United States.

The research revealed that human society is a “small world” type network characterized by shorter-than-expected path lengths.

http://en.wikipedia.org/wiki/Small_world_phenomenonIllustration: Laurens van Lieshout

http://en.wikipedia.org/wiki/List_of_social_networking_websites

“A Social Graph is good at representinglinks between people but it doesn’t explain whatconnects those particular people and not others

People don’t just connect to each other. They connect through a shared object.”

Jyri Engestrom http://www.zengestrom.com/

Graph: GustavoG http://www.flickr.com/photos/gustavog/9708628/

“the rethinking of sociality along lines that include objects in the concept of social

relations.”

Karin Knorr-Cetina

KNORR-CETINA, K. & BRUEGGER, U. (2002) Traders' engagement with markets: A postsocial relationship. Theory, Culture & Society, 19, 161–185.

“The services that we love to play with allow people to socialize around objects”

FlickrYouTube

Del.icio.usBloggingTwitter

Jyri Engestrom http://www.zengestrom.com/

“Think about objects as the reason whypeople get in touch with each other”

2. define the objects of sociality

Photo: calero|photography http://www.flickr.com/photos/calero/425784378/

shared interests, shared passions

memorable moments

http://blog.scrapblog.com/general/we-cherish-these-comments-and-moments/

Graph: GustavoG http://www.flickr.com/photos/gustavog/4499404/in/set-113313/

http://www.youtube.com/watch?v=ur5fGSBsfq8http://www.youtube.com/watch?v=xrShK-NVMIU

3. objects invite play

4. to play, to “stroke”

Photo: calero|photographyhttp://www.flickr.com/photos/calero/425784378/

Photo: MyTwistedLenshttp://www.flickr.com/photos/twistedlens/507725391/

http://www.flickr.com/photos/adc/215405524

http://www.flickr.com/photos/adc/215405524

5. multiply the actions

ShareSend

Tag

Embed Save

Print

Comment

Favorite Trackback Shout

View

Collaborate

Invite

Poke

Attach

Hug

Add

Buy

LinkForward

Bite

Group

Cluster

6. asynchronous interaction

7. mind the bacn

Photo: Patrick Haney http://flickr.com/photos/splat/177826218/

8. set the ‘dun’bar higher

9. reputation display

10. building social capital

Show us your social objects!

Alex de Carvalhotwitter.com/alexdc

tapio.com