![Page 1: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/1.jpg)
Social Design
Yury LifshitsCaltech
http://yury.name
St.Petersburg, May 2008CS Club at Steklov Institute of Mathematics
1 /24
![Page 2: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/2.jpg)
Wikipedia: mechanism design is the study ofdesigning rules of a game or system toachieve a specific outcome, even though eachagent may be self-interested.
Social design is an art and science of settingrules in social systems.
2 /24
![Page 3: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/3.jpg)
Wikipedia: mechanism design is the study ofdesigning rules of a game or system toachieve a specific outcome, even though eachagent may be self-interested.
Social design is an art and science of settingrules in social systems.
2 /24
![Page 4: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/4.jpg)
Outline
1 Defining a New Field
2 Notable Social Mechanisms
3 New Ideas
4 Thoughts on Future
3 /24
![Page 5: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/5.jpg)
Outline
1 Defining a New Field
2 Notable Social Mechanisms
3 New Ideas
4 Thoughts on Future
3 /24
![Page 6: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/6.jpg)
Outline
1 Defining a New Field
2 Notable Social Mechanisms
3 New Ideas
4 Thoughts on Future
3 /24
![Page 7: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/7.jpg)
Outline
1 Defining a New Field
2 Notable Social Mechanisms
3 New Ideas
4 Thoughts on Future
3 /24
![Page 8: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/8.jpg)
1Social Design:
Defining a New Field
4 /24
![Page 9: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/9.jpg)
Social Design vs. Machine LearningMachine learning methodology:
1 Collect available data
2 Create training examples
3 Learn a “magic formula”
Social design:
Motivate users give more and better data
Motivate feedback
Motivate creating training examples
5 /24
![Page 10: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/10.jpg)
Social Design vs. Machine LearningMachine learning methodology:
1 Collect available data
2 Create training examples
3 Learn a “magic formula”
Social design:
Motivate users give more and better data
Motivate feedback
Motivate creating training examples5 /24
![Page 11: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/11.jpg)
Applications
Search
Trust and recommendations
Motivating openness & contribution
Keeping users engaged
Spam protection
Loyalty programs
Advertising targeting and wishlistextraction
6 /24
![Page 12: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/12.jpg)
Instruments for Social Design
Rules for system entrance
Virtual statuses
Business model: costs and rewards
Privacy policy
Information dynamics
Rights: data access, contact, post
Limits: invitations, connections, messages
7 /24
![Page 13: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/13.jpg)
2Notable Social Mechanisms
8 /24
![Page 14: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/14.jpg)
eBay Feedback
Buyers and sellers
Bidirectional feedback evaluation afterevery transaction
eBay Feedback: +/-, four criteria-specificratings, text comment
Total score: sum of +/- Feedback points
1, 6, 12, months and lifetime versions
9 /24
![Page 15: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/15.jpg)
Advertising Systems
Event
PersonMediaAction
Advertiser
Ad$$$Targeting
AdvertisingEngine
Choosingprocedure
Pricingmechanism
FOR SALEwww.home.org
10 /24
![Page 16: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/16.jpg)
Sponsored SearchUEFA Cup final
SearchEngine
1
2
3
Advertisement Advertisement
Advertisement
Advertisement
Algorithmic
results
The higher click-through rate is the cheaper is advertising
11 /24
![Page 17: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/17.jpg)
Sponsored SearchUEFA Cup final
SearchEngine
1
2
3
Advertisement Advertisement
Advertisement
Advertisement
Algorithmic
results
The higher click-through rate is the cheaper is advertising
11 /24
![Page 18: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/18.jpg)
VKontakte Reputations1 First 100 points: real name and photo, profile
completeness
2 Then: paid points (via SMS) gifted by yoursupporters
3 Any person has 1 free reference link, initiallypointing to a person who invited him to VKontakte.Bonus points (acquired by rules 2 and 3) arepropagating with 1/4 factor by reference links.
Rating benefits:
Basis for sorting: friends lists, group members,event attendees
Bias for “random six friends” selection
12 /24
![Page 19: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/19.jpg)
VKontakte Reputations1 First 100 points: real name and photo, profile
completeness
2 Then: paid points (via SMS) gifted by yoursupporters
3 Any person has 1 free reference link, initiallypointing to a person who invited him to VKontakte.Bonus points (acquired by rules 2 and 3) arepropagating with 1/4 factor by reference links.
Rating benefits:
Basis for sorting: friends lists, group members,event attendees
Bias for “random six friends” selection12 /24
![Page 20: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/20.jpg)
Digg
News sorted by user votes
Two streams: top news and upcoming
Votes are inflating with time
Votes of reputable users counts more
13 /24
![Page 21: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/21.jpg)
Other Stories
Yahoo! Buzz
Amazon spam
Twitter limit of 140 characters
Last.FM
Last album of Radiohead
rel=nofollow
Attention Trust movement
Blog ranking (Technorati, Yandex)14 /24
![Page 22: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/22.jpg)
Offline Social Mechanisms
Political elections
Transportation: carpool rule, traffic lights
Taxation law
Immigration law
15 /24
![Page 23: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/23.jpg)
Offline Social Mechanisms
Political elections
Transportation: carpool rule, traffic lights
Taxation law
Immigration law
15 /24
![Page 24: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/24.jpg)
3New Ideas
16 /24
![Page 25: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/25.jpg)
Frontpage AuctionsWhat content/apps to promote to frontpage?
Owner choice
Latest content (like in any blog)
Paid placement (spot for advertisement)
Random (like six random friends box inany Facebook profile)
User voted (like in Digg.com)
Personalization
17 /24
![Page 26: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/26.jpg)
Reputation-Based Messaging
Every product can buy 10 reputationpoints on the start
Every advertising message costs a point
A positive response (vote up) brings 10new reputation points
18 /24
![Page 27: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/27.jpg)
4Thoughts on Future
19 /24
![Page 28: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/28.jpg)
Technology ChallengesViral distribution (apps, information)
Motivating openness and contribution
Cross-platform reputations
Business reputations
Social spam, sybill attack (reputations can help)
Revenue sharing, new business models
Innovations in copyright and patent law
Wishlist extraction
Employee lists
Anonymity of web surfing
20 /24
![Page 29: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/29.jpg)
Research Challenges
General theory, taxonomy of existingsystems
Openness of rules
How to resolve the problem of control andindependence of business profile?
Best way for collecting social capital forbusinesses in the Web?
Implementing attention economy ideas?
How a new product starts in theinformation space?
Rules for developer revenue sharing?Corresponding metrics?
21 /24
![Page 30: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/30.jpg)
Links
Homepage http://yury.nameMinicourse page: http://yury.name/newweb.html
http://businessconsumer.net/files/marketing-agenda.pdfResearch Agenda in Online Marketing [Working paper]
http://yury.name/reputation.htmlTutorial on Reputation Systems
http://businessconsumer.net
Our research project in online marketing
22 /24
![Page 31: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/31.jpg)
References
TED Talks: Larry Lessig, Seth Godin, MenaTrott, Jimmy Wales
23 /24
![Page 32: Social Design - fproject.yury.namefproject.yury.name/newweb/02newweb.pdf · Title: Social Design Created Date: 5/11/2008 3:16:00 PM](https://reader035.vdocument.in/reader035/viewer/2022071220/605a0e9247aa970e36760efe/html5/thumbnails/32.jpg)
Summary
Thanks for your attention!Questions?
24 /24