Designing the Social Web, Web 2.0 expo Nyc version
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Transcript of Designing the Social Web, Web 2.0 expo Nyc version
Designing Social Websites
Christina Wodtke
Page about Christina
Audience question: “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?
YouWhat do you want?
Jargon Check
Social MediaSocial SoftwareSocial NetworkThe Social WebThe Social GraphCommunitiesWeb 2.0UGC
TwitterFacebookLinkedInMySpaceFlickr
Whatis social, really?
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
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.
What kind of social do you need?
Social Sites
Social Marketing
Social Support
When you want to leverage
your customers to promote
your product
Customers help each other to reduce support
costsYour site is social at the core: blogs,
networks, photosharing.
Howdo you design social?
B=f(P+E)
- Lewin’s Equation
Behavior is a function of a Person and his Environment
Understand the Person
Maslow’s Hierarchy of Needs
5. Self-Actualization
4. Esteem
3. Love/Belonging
2. Safety
1. Physiological
Morality,Creativity.
Spontaneity,Problem solving,Lack of prejudice
Self-esteem,Confidence, Achievement,
Respect by others
Friendship, Family, Sexual intimacy
Security of body, or employment, of resources,Of morality, or the family, of health , of property
Breathing, Food, Water, Sex, Sleep, Homeostasis, Excretion
Maslow’s Hierarchy of Needs
Self-Actualization
Esteem
Love/Belonging
Safety
Physiological
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. Reciprocity2. Reputation3. Increased sense of
efficacy4. Attachment to and
need of a group
- Peter Kollock, UCLA
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
Design the 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.
Create space by building around it
Identity
Activity Relationships
SocialSpace
Sign-
upInvitations
Distribution (Viral)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:
SocialSpace
presenceSign-
upInvitations
Distribution (Viral)
Collab Comm
Share
Relationships
Groups Attention
Contacts
Identity
Presence
Reputation
Profile
Activity
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
Presence Reputa-tion
Profile
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
Biography
Collections
History
Identity is Context Based
Facebook- Personal LinkedIN - Professional
Avatar
Collections
PRESENCE
Presence Status
History
Signs of life
Company
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
Reputation is…
Information used to make a value judgment about an
object or person…
Reputations
Badging
Rating
Named levels
Points
STRATEGIZEExercise 2: what elements do you need for identity?
Presence Reputation
Profile
SITE OPTIMIZATION: SIGN-UP
Tiny changes that yield big wins
Identity
Activity Relationships
SocialSpace
Sign-
up
Invitations
Distribution (Viral)Distribution (Viral)
Placement
Flow – Quiz
1
23
Flow
1
2
3
4
Organization
Entrees
Finishing Touches
A. $12.99
B. 12
C. twelve Increases the bill by and average of $5.55
Avoid Embarassment
Market Price
Increasing Conversion
Users Entering
Flow
- Increase Entry Points- Increase social
outreach
- Make it dead simple- Hold their hand- Reward them
Users Completing
Flow
Introduce social learning throughout these flows to teach the user how to user the site
Registration• Registered users is a key metric for success• Once a user is registered:
– You have a way to reach out to them– You have some key demographics to advertise
against
First Impressions
Subject Line Checklist
Theme Tests
Statement Type Declarative, Imperative, Interrogative
Sentence Tense Present, Past, Future
Persuasiveness Light vs. Heavy
Wildcards !! … ;)
Email Content
Email Content
Email Content
Email Content
Registration
Registration
People you know are already here
Relationships
Groups Attention
Contacts
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.
Contacts
Groups
Attention
Types of relationships
Groups
• 1.8% of all users write morethan 70% of all Wikipediaarticles• .003% of digg’s users areresponsible for 56% of thestories on the site’s home page• .o64% creator to consumerration on YouTubeSource: http://www.lukew.com/ff/entry.asp?448
Attention
Twitter Users• 10% of users account for 90%of production• 50% have not updated status inpast 7 days• 55% are not following anyone• 52% have no followersSource: Inside Twitter study, Sysomos June 2009State of the Twittersphere, Hubspot, June 2009
Connections
• 10% of users account for30% of production• 12% of Facebook usersupdate their status daily• 40% of Facebook users haveupdated status in past 7 days• 1.89% of page views arecontribution (photos,content, videos, events)Source: Facebook statistics: http://www.facebook.com/press/info.php?statisticsFacebook app data for friend updates (300+ users)
INVITE OPTIMIZATIONJennifer Ruffner
Identity
Activity Relationships
SocialSpace
Sign-
up
Invitations
Distribution (Viral)Distribution (Viral)
Invitations• Viral distribution increases the number of
unique users on the site• People that are connected are more active• When they enter that flow you can present
them with more interactions that they are more wiling to take
Sending Invitations
Sending Invitations
Sending Invitations
Receiving Invitations
Receiving Invitations
STRATEGIZEExercise 3: what kinds of relationships will you support?
Groups Attention
Contacts
Activity
Collaborate
Communicate
Share
The AOF Method1. Defining your Activity2. Identifying your Social Objects3. 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
Verb! That’s what’s happening…
Nouns (objects) Verbs (actions) Social Verbs (viral actions)
Videos Play, stop, edit, store upload
Share, comment on, embed in blog, rate, reply to
Articles Read, archive, quote, print
Share, comment on, annotate, link to
Photos Store, view, add to favorites, digitally edit, make prints
Share, comment on, embed in blog, link to, tag
Products Read, add to cart, purchase, add to wishlist
Share, add to wedding registry, comment on rate tag, discuss, review
ConversationsInitiate
Comment
Rate and Report
Reply
Talking about talking
Sharing
Collaborate
i.e. What are your nouns and verbs?
STRATEGIZEExercise 4: what are the social objects and what do people do?
Collab Comm
Share
Activity
SocialSpace
presenceSign-
upInvitations
Collab Comm
Share
Relationships
Groups Attention
Contacts
Identity
Presence
Reputation
Profile
Activity
Distribution (Viral)
Sign-
upInvitations
Viral Distribution
• Gladwell• Duncan watts
“There was the president of the Hush Puppies company, of Rockford, Michigan, population 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 thrift 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 function of a Person and his
Environment
Some Patterns
FRICTIONLESSI think, I blink
AT HANDSee it, use it
• Table setting?
IMPACTFULMaximize reach
Email this
Newsfeed, Network Updates
Groups, Asymmetric Follow
Relationship antipatternsHigh-level antipatterns
• Explicit “Will you be my friend” requests• Teach a man to be phished (adactio)• Don’t break email (do-not-reply)• Auto-faux-pas (notification of rejection / unsub /
delinking / re-follow)• Having to spam my friends…
TARGETEDFeatures for the most useful users
OUTREACHSocial seo
<meta name="description" content="Find cheap airline tickets, hotels, great cruise and vacation packages, honeymoon travel guides, flight information and more, with Yahoo! Travel." /> <meta name="verify-v1" content="hfk2kPTdsyPJIULFv58St5zM/BKR4WjvWpVSbgr23vA=" /><meta name="y_key" content="17f2f671d47e7697" /><title>Yahoo! Travel - Airline tickets, cheap hotels, cruises, vacations & honeymoon travel</title>
Whateevershare
Adaptive Path, using
“Share this”
widget
Pick your channels
Slideshare
New York Times
Checklist
FrictionlessImpactfulTargetedOutreach
DISTRIBUTION EXERCISE
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?
Questions?Christina Wodtke
http://www.blueprintsfortheweb.comhttp://www.eleganthack.com
http://www.boxesandarrows.com@cwodtke
Jennifer [email protected]
@jeng24http://www.linkedin.com/in/jengranito