massively multiplayer object sharing (web 2.0 open 2008)
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Massively multiplayer object sharing
Rashmi Sinhawww.slideshare.netwww.rashmisinha.com
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The plan
What is social sharing? SlideShare Why now? Some theory Some design principles
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This is not it!X
HiI found you while I was searching my network at LinkedIn. Let's connect directly, so we can help each other with referrals. If we connect, both of our networks will grow…
X
How it works•People connect to each other•Six degrees of separation•“Are you my friend” awkwardness
First generation Social Networks(Friendster, LinkedIn…)
1) I am linked to ->
-> to you
--->You are linked to her ->
-> to her…
Coffee Dance performance Tomatoes
Object mediated social networks
“… call for the rethinking of sociality along lines that include objects in the concept of social relations.”
Katrin-Knorr Cetina
Reference: http://www.zengestrom.com/blog/2005/04/why_some_social.html
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Second generation social networks Put objects at the center Objects invite us to
Connect Play Reach out
1) I share my pics ->
-> with you --->
-->You share your pics ->
---> with him
How it works•People share objects | watch others•Connections through objects•Social info streams: emergence of popular, interesting items
Model 1: Watercooler conversations (around objects e.g., Flickr, Yahoo answers)
How it works•Individual to individual to individual•Popularity based navigation track “viral” items
Model 2: Viral sharing (passing on interesting stuff, e.g., YouTube videos)
1) I send video I like -> -> to you. You pass on -->
--> to her, who sends on
to her, who passes on…
1) I tag my bookmarks
-> you see my tags
-->You share your tags ->
How it works•Saving & tagging your stuff (creating bookmarks).•Tags mediate social connections•Formation of social/conceptual information streams. Emergence of popular, interesting items
Model 2: Tag-based social sharing (linked by concepts. e.g., del.icio.us)
politicslebanon
Global voices
politics
technologyGlobal voices
webJAVA
CNN networksblogs
science
science
science
brain
1) I find interesting story
-> you rate story
-->Others rate stories
How it works•Finding and rating stories•Popular stories rise to top
Model 4: Social news creation (rating news stories, e.g., digg, Newsvine)
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Presentations as objects of sharing
What to share? digital representation is
incomplete Social practices around
presentations Mirroring them Creating new ones Building community
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The plan
What is social sharing? SlideShare Why now? Some theory Some design principles
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browsing alone
Attributed to PIMboula on Flickr: http://www.flickr.com/photos/pimboula/15256153/
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The web has become a social sphere
7 in 10 US adults use internet. More than 40% have broadband.
Dec 2006 Pew Internet Research
34% men, 26% women go online everyday just for fun…
2006 Pew Internet Research, for US only
The web has become a social sphere
Massively multiplayer online games
216.5 million people
22240,000 users
WOW is millions of people with diverse backgrounds collaborating, socializing, and learning while having fun. It represents the future of real-time collaborative teams in an always-on, diversity-intensive, real-time environment.
WOW is a glimpse into our future. Joi Ito in Wired Magazine
The web has become a social sphere
Massively multiplayer online games
Rich interfaces enable richer interactions
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The plan
What is social sharing? SlideShare Why now? Some theory Some design principles
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Designing for the individual Usability Findability Interactions and their flow …
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Designing for the group
How people interact Rules for interaction
Product of interaction Collaboration, joint decision…
Problems with groups
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James Surowiecki - wise crowds
Cognitive Diversity Independence Decentralization Easy Aggregation
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Cognitive Diversity
Good answers need many perspectives
Groups become homogenous New (similar) members don’t bring
new info Diversity reduces groupthink
Groupthink works by shielding members from outside opinions
Diversity reduces conformity
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Independence
People’s mistakes don’t get correlated (uncorrelated mistakes averaged out)
Encourages people to bring in new viewpoints (diversity)
Concept of Social Proof Milgram experiment
Decentralization
“A crowd of decentralized people working to solve a problem on their own without any central effort to guide them, come up with better solutions, rather than a top-down driven solution.”
Suroweicki
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A new type of sociality Crowds in MMORPGS
Alone together Passive presence of
others Playing for the audience,
but not interacting
Social facilitation (Zajonc, 1960)
Improved performance in presence of others
Presence can be passive Observed even in
cockroaches!(Ducheneaut et al. CHI 2006)
“Community in MMORPGs … narrowly defined, with references to mythical old villages where everybody knows and interacts with everybody… WoW illustrates, a large community of gamers can thrive in a context where relationships are much more indirect”
Ducheneaut et al., 2006
Duncan Watts and the “rich get richer” effect
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Popularity is becoming popular No more multi-level menus! Navigation is all about popularity
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Web2.0 is about democracy? Anyone can create a blog post pictures, videos and
slideshows
But who gets heard?
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Duncan Watts experiment
Two worlds Individual Social Influence – 8 separate
worlds
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The dilemma of the system creator Social influence will play a role.
Trends will be created
Our principles Everything should have its
moment in the sun Let people connect locally System should not be inflexible
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Models of popularity based navigation
Single simple metric (e.g., Digg)
Single complex metric (e.g., Flickr)
Multiple Simple Metrics (e.g., YouTube, SlideShare)
Different metrics reflect diff qualities
Let people choose
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Popularity metrics
Metric GoalFavoriting Remember stuff
Show others what you like
Tagging Remember stuff
Commenting Interact with others
Digging Decide what goes to front page
Viewing Watch it
Embedding Share on your blog
Emailing Share with your friends
How much is too much?
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Most viewed on SlideShare Shown on front page Problems with most viewed
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The tagging success story Favoriting + Tagging Balance individual and social Started with author tagging Reflect back tags
Add into comment stream
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The plan
What is social sharing? Why now? SlideShare Some theory Some design principles
Forget the ipod!
Give up controlThis is messy!
Plant the seeds, let people connect
Design for emergent architecture
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1. Make system personally useful
For end-user system should have strong personal use
Memorable Personal Snippets (e.g., Del.icio.us & Flickr)
Self-expression (e.g., Newsvine) Social status: Digg
Don’t count on altruism System should thrive on people’s selfishness
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Bite-sized self-expression
Creative self-expression Artistic expression or Humor (Flickr, YouTube)
Individual contribution can be small Create sets & lists Do Mashups Simple, guessable URLs for everything
Leave room for games & social play Appreciation Stalking (some!) Gossip
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2. Symbiotic relationship between personal & social
Personal snippets > Social stream Pictures > Organized by Events Music > Organized by Playlists
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3. Porous boundary between public & private
Earlier systems Personal (Personal Desktop
Software, e.g., Picasa, EndNote) OR Social websites (Shutterfly)
Rethink public & private People share for the right returns Set defaults to public, allow easy
change to private
Give user control Over individual pieces & sets Delete items from history Reset /remove profile
Privacy settings on Flickr
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4. Allow for levels of participation
Everyone does not need to create! Implicit creation (creating by
consuming) Remixing—adding value to others’
contentSource: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”
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Why do people digg/comment/tag?
“commenting, digging, burying comments, typing descriptions, reading hundreds of articles and…
…for a lot of nerds, using digg is just a casual free-time activity. Entertaining. Fun. Engaging.”
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5. Let people feel presence of others
What paths are well worn
User profiles / photos
Real-time updating Like a
conversation Sense that
others are out there
What people are digging right now!
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6. And yet, moments of Independence…
Choreography: when alone, when part of group
Prevent mobs Don’t make it too easy
to mimic others Incentives for
originality & uniqueness
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Allow for alternative viewpoints Social sites can lead to tyranny of
dominant view People of a group agree
Viewpoint rises to top (popularity lists, tag clouds)
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7. Enable Serendipity
Don’t make navigation all about popularity Access to some popular stuff (keep this fast
moving) Make the “long tail” accessible
Popularity as a jump off point to other ways of exploring
Provide personalization Recommendations using collaborative filtering
Similar tags, content, others Ad-hoc groups?
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8. Most of all, allow for play
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Challenges
Dominated by relatively few users Systems represent their viewpoints
Minority views get lost. Consensus view bubbles up Giving alternative viewpoints a
voice? Surfacing expertise
How to reflect outside expertise? Weigh it differently?
Questions?
Find me: www.slideshare.net/rashmi
Find slides: www.slideshare.net/groups/web20open
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