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Designing for Social Sharing Rashmi Sinha www.uzanto.com www.rashmisinha.com
browsing alone
Osmond Lab 2 Auditoriums:  • 341  • 152
Hetzel Union Building 2 Auditoriums:  • 475  • 385  • Posters in Alumni Hall
Penn State Campus Main Presentation Sites: <  4 Thomas Aud’s (726, 242, 171, 94) Wartik  (70)  > Osmond  (341, 152) >   HUB  > 2 Aud’s (475, 385), Hall for Posters Life Sciences  (182) v <  White Gym (Exhibits ) < Chemistry  (70) < Eisenhower Auditorium (2,500)
Auditoriums & Meeting Rooms* ,[object Object],[object Object],[object Object],[object Object],*  > 15 smaller classrooms within 6 minutes’ walk, (50-150 seats)
Penn State Campus ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Banquet & Social Venues
[object Object],[object Object],[object Object],[object Object],[object Object],Social Events
Hintz Alumni Center Evening Mixers:  • 400 Indoors  • 400 Patio Seating
Beaver Stadium Tuesday Night Banquet  -  Tailgate Party and Old Fashioned Ice Cream Party and Sock-Hop Nittany Club Sports Museum
Posters, Exhibits & Socials  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Penn State has a full-service catering company on campus for breaks and meals. We also have our own bakery which supplies Java Co. Catering
Hotels ,[object Object],[object Object],[object Object],Banquet & Social Venues
Nittany Lion Inn   The Nittany Lion Inn  is a gracious, colonial style hotel right on-campus. A 15 minute walk to ASV sessions A  National Trust  historic  hotel
A  National Trust  historic  hotel •   For Banquets & Council Meetings  •  220 Sleeping Rooms Nittany Lion Inn
 
Courtyard Inn Nittany Lion Inn Days Inn Hampton Inn Hilton Garden Inn Ramada Inn Atherton Penn Stater 2 mi from campus >
Conference Center •  2 miles From Campus •  300 Luxury Rooms
Exhibits
Penn State Campus Main Presentation Sites: < Eisenhower Auditorium (2,500)
Downtown State College flanks the south side of campus, a five-minute walk from campus housing, and a 12 minute walk from Eisenhower Auditorium.
MEALS ON-CAMPUS Breakfast $ 5.75 Lunch  $ 8.25 Dinner $10.00 Banquet  $45.00 HOUSING ON-CAMPUS * Single Room in Eastview Terrace  $57.00/night Double Room Nittany Suites $40.00/night *  Includes Breakfast
Budget
 
 
 
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
240,000 users
Wells Fargo StageCoach Island
American Apparel
Four draws of such games ,[object Object],[object Object],[object Object],[object Object],[object Object]
Alone together ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The web has become a social sphere Massively multiplayer online games Rich interfaces enable richer interactions
Part II
Part II: What is social sharing?
 
Hi I 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. To add me as your connection, just follow the link below.
First generation Social Networks (Friendster, LinkedIn…) 1) I am linked to ->   -> to you ---> --->You are linked to her -> ---> so on… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of social relations.” Katrin-Knorr Cetina
Coffee Dance performance Tomatoes
Second generation social networks  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Social sharing of our stuff  (social networks with objects in between) e.g., Flickr, Yahoo answers 1) I share my pics ->   -> with you --->   -->You share your pics -> ---> with him ,[object Object],[object Object],[object Object],[object Object]
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… ,[object Object],[object Object],[object Object]
Tag-based social sharing  (linked by concepts…) e.g., Flickr, del.icio.us 1) I tag my bookmarks   -> you see my tags  -->You share your tags -> ,[object Object],[object Object],[object Object],[object Object],politics lebanon Global voices politics technology Global voices web JAVA CNN networks blogs science science science brain
Social news creation  (rating news stories) e.g., digg, Newsvine 1) I find interesting story   -> you rate story  -->Others rate stories ,[object Object],[object Object],[object Object],5 4
Objects invite us to ,[object Object],[object Object],[object Object],[object Object]
Part III: So you want to design for social sharing?
Forget the ipod!
Web 2.0 and Virtual Worlds Roo Reynolds Metaverse Evangelist [email_address]
Your innocent laughter was so pure
To my pain it was the cure
My heart fills with pain so much
To see all the lives of people that you have touched..
memories of you are so sweet …
But sometimes ,[object Object]
A story of an African Safari An adventure experienced by three little boys. PART ONE
It was November 2006…. ,[object Object],[object Object]
[object Object],[object Object]
[object Object],[object Object],“ No,” said Taz, look, it’s moving…it IS a snake!”
Looking out different windows ,[object Object],When Mama looked out the window on HER side of the car, she could see this. There was a snake AND a stick.
Which snake do you think it is? Me! It is me! I’m a puff adder.  The book says I’m ‘large, thick bodied, sluggish, broad head is covered in small scales. Tail very short. Body scales rough.  Body yellowish to light brown with numerous dark chevrons… active at dusk, Up to 30 young born in late summer. May give deep warning hiss.  Bites readily.  Venom causes swelling and pain, occasionally death. Found throughout Africa.’
[object Object]
Does Leon win? Is a snake an animal? No! I’m a banana, not a snake.  (How can I get them to come closer so I can SHOW THEM my FANGS?) A snake is a reptile. Reptiles are members of the animal kingdom. So yes, Leon won – the snake IS an animal.
[object Object],[object Object]
But what about the stick on the other side of the car? No, a stick is not an animal. A stick comes from a tree, so it is part of a plant. HOWEVER, a stick can be an insect.  During their exploration of the camp the boys saw several stick insects. BUT THIS STICK?  It is a very special thing.  It is a message – a signal.  There’s one animal in the African bush that likes breaking such leafy sticks off trees to carry around until they get bored, then they drop them.  The boys soon found out what that animal is….
Compare two of the  little boys  to the elephant in SIZE Why is Taz holding his nose???
… .because he’s never ever smelled anything like an elephant before Elephant poo!
[object Object],[object Object]
You can tell how recently an elephant passed by, based on the elephant dung. ,[object Object],[object Object],[object Object],[object Object]
They carried on driving….. ,[object Object],[object Object],[object Object]
The boys decided to have a counting competition – each had to pick a species, and the one who counted the most members of that species on a day would be the winner.  Guess who picked the impala to count?
Once there were so  many buffaloes crossing the road  that we just had to sit and wait.  You don't argue  with a herd of  buffaloes!
Did we see lions? Not everyone sees lions. But Eric is usually lucky.  So make sure you're close to Eric!
They  searched between the trees in the  distance …. ,[object Object],[object Object]
He had spotted an eagle: An African fish eagle
Then we approached a bridge. There was something sitting on the railing
One of the fishermen of the region. A heron.
The heron didn't like  the noise from the car  and left
Oupa stopped the car.  He ALWAYS stops the car  on a bridge. WHY?
Because there are almost always things to see... IN the river  OR next to the river This time it was a saddle-bill stork
And ME – Baz  saw me too, and pointed me out to the boys.  He asked them what was the difference between a turtle and a tortoise and THEY DIDN’T KNOW! Imagine that!
And sausages growing on a sausage tree!
[object Object]
I’m sorry … for the bad times  we had to share
I’m thankful … ,[object Object]
that have known you. ,[object Object],[object Object]
So many people you have helped with just a smile
you were the type that was worth waiting for a while … ,[object Object],[object Object]
if only they keep going forever after
years went by it seems so long ago but at the same time i can’t let you go i can’t seem to get over the fact that you’re gone ,[object Object]
you were such a young person and you opened my eyes ,[object Object]
Web 2.0
Web 2.0 examples (then and now) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web 2.0 components / characteristics The Web  as “ The Platform” Tools: RSS, AJAX, PHP, Ruby Services, not packaged software Architecture of  participation Small pieces loosely joined, or “re-mixed” Harnessing collective intelligence Software that gets better as more people use it Standards: REST, XHTML Techniques:  Mash-up, wiki, tagging, blogging Rich user experience Light-weight programming models
Key themes to remember ,[object Object],[object Object]
Web 2.0 attitude ,[object Object],[object Object]
Web 2.0  is understood – so what’s next?
Games?!  A few numbers… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Virtual Worlds - background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Virtual Worlds ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BBC –  One Big Weekend  concert with streaming audio and video
Major League Baseball event hosted in virtual stadium
Regina Spektor – marketed in-world by Warner Bros.
American Apparel  virtual store
Reuters have a Second Life office, complete with embedded journalist
Why does IBM care?
Meetings
IBM Alumni event (http://greateribm.com)
IBM Innovation Jam results: Funding for ‘3D Internet’
IBM 12 island innovation complex
Circuit City
Sears
Wimbledon demo… Integrating real-world ‘Hawkeye’ ball tracking data with Second Life for Wimbledon demo July 2006
Australian Open Jan 2007
More possibilities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What’s next? ,[object Object],[object Object]
Give up control This is messy!
Some principles…
1: Make system personally useful ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Bite-sized self-expression ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2: Identify symbiotic relationship between personal & social ,[object Object],[object Object],[object Object]
3: Create porous boundary between public & private ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Privacy settings on Flickr
4. Allow for levels of participation ,[object Object],[object Object],[object Object],Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”
Why do people digg? “ 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.”
how to encourage participation ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Using social psychology to motivate contributions to online communities, Ling et al. 2005
5. Let people feel the presence of others ,[object Object],[object Object],[object Object],[object Object],[object Object],What people are digging right now!
6. And yet, moments of Independence… ,[object Object],[object Object],[object Object],[object Object]
Allow for alternative viewpoints & perspectives ,[object Object],[object Object],[object Object]
Create conditions for wise crowds ,[object Object],[object Object],[object Object],[object Object]
Wise Crowds: Cognitive Diversity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Wise Crowds: Independence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Wise Crowds: 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
Wise Crowds: Easy Aggregation ,[object Object],[object Object],[object Object]
7. Enable Serendipity  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8. Most of all, allow for play
Things to try at home! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions? www.rashmisinha.com www.uzanto.com

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Key note speaker Neum_Admir Softic_ENG.pdf
 

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  • 1. Designing for Social Sharing Rashmi Sinha www.uzanto.com www.rashmisinha.com
  • 3. Osmond Lab 2 Auditoriums: • 341 • 152
  • 4. Hetzel Union Building 2 Auditoriums: • 475 • 385 • Posters in Alumni Hall
  • 5. Penn State Campus Main Presentation Sites: < 4 Thomas Aud’s (726, 242, 171, 94) Wartik (70) > Osmond (341, 152) > HUB > 2 Aud’s (475, 385), Hall for Posters Life Sciences (182) v < White Gym (Exhibits ) < Chemistry (70) < Eisenhower Auditorium (2,500)
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  • 9. Hintz Alumni Center Evening Mixers: • 400 Indoors • 400 Patio Seating
  • 10. Beaver Stadium Tuesday Night Banquet - Tailgate Party and Old Fashioned Ice Cream Party and Sock-Hop Nittany Club Sports Museum
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  • 12. Penn State has a full-service catering company on campus for breaks and meals. We also have our own bakery which supplies Java Co. Catering
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  • 14. Nittany Lion Inn The Nittany Lion Inn is a gracious, colonial style hotel right on-campus. A 15 minute walk to ASV sessions A National Trust historic hotel
  • 15. A National Trust historic hotel • For Banquets & Council Meetings • 220 Sleeping Rooms Nittany Lion Inn
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  • 17. Courtyard Inn Nittany Lion Inn Days Inn Hampton Inn Hilton Garden Inn Ramada Inn Atherton Penn Stater 2 mi from campus >
  • 18. Conference Center • 2 miles From Campus • 300 Luxury Rooms
  • 20. Penn State Campus Main Presentation Sites: < Eisenhower Auditorium (2,500)
  • 21. Downtown State College flanks the south side of campus, a five-minute walk from campus housing, and a 12 minute walk from Eisenhower Auditorium.
  • 22. MEALS ON-CAMPUS Breakfast $ 5.75 Lunch $ 8.25 Dinner $10.00 Banquet $45.00 HOUSING ON-CAMPUS * Single Room in Eastview Terrace $57.00/night Double Room Nittany Suites $40.00/night * Includes Breakfast
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  • 27. 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
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  • 33. The web has become a social sphere Massively multiplayer online games Rich interfaces enable richer interactions
  • 35. Part II: What is social sharing?
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  • 37. Hi I 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. To add me as your connection, just follow the link below.
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  • 39. Object mediated social networks “… call for the rethinking of sociality along lines that include objects in the concept of social relations.” Katrin-Knorr Cetina
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  • 47. Part III: So you want to design for social sharing?
  • 49. Web 2.0 and Virtual Worlds Roo Reynolds Metaverse Evangelist [email_address]
  • 50. Your innocent laughter was so pure
  • 51. To my pain it was the cure
  • 52. My heart fills with pain so much
  • 53. To see all the lives of people that you have touched..
  • 54. memories of you are so sweet …
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  • 56. A story of an African Safari An adventure experienced by three little boys. PART ONE
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  • 61. Which snake do you think it is? Me! It is me! I’m a puff adder. The book says I’m ‘large, thick bodied, sluggish, broad head is covered in small scales. Tail very short. Body scales rough. Body yellowish to light brown with numerous dark chevrons… active at dusk, Up to 30 young born in late summer. May give deep warning hiss. Bites readily. Venom causes swelling and pain, occasionally death. Found throughout Africa.’
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  • 63. Does Leon win? Is a snake an animal? No! I’m a banana, not a snake. (How can I get them to come closer so I can SHOW THEM my FANGS?) A snake is a reptile. Reptiles are members of the animal kingdom. So yes, Leon won – the snake IS an animal.
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  • 65. But what about the stick on the other side of the car? No, a stick is not an animal. A stick comes from a tree, so it is part of a plant. HOWEVER, a stick can be an insect. During their exploration of the camp the boys saw several stick insects. BUT THIS STICK? It is a very special thing. It is a message – a signal. There’s one animal in the African bush that likes breaking such leafy sticks off trees to carry around until they get bored, then they drop them. The boys soon found out what that animal is….
  • 66. Compare two of the little boys to the elephant in SIZE Why is Taz holding his nose???
  • 67. … .because he’s never ever smelled anything like an elephant before Elephant poo!
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  • 71. The boys decided to have a counting competition – each had to pick a species, and the one who counted the most members of that species on a day would be the winner. Guess who picked the impala to count?
  • 72. Once there were so many buffaloes crossing the road that we just had to sit and wait. You don't argue with a herd of buffaloes!
  • 73. Did we see lions? Not everyone sees lions. But Eric is usually lucky. So make sure you're close to Eric!
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  • 75. He had spotted an eagle: An African fish eagle
  • 76. Then we approached a bridge. There was something sitting on the railing
  • 77. One of the fishermen of the region. A heron.
  • 78. The heron didn't like the noise from the car and left
  • 79. Oupa stopped the car. He ALWAYS stops the car on a bridge. WHY?
  • 80. Because there are almost always things to see... IN the river OR next to the river This time it was a saddle-bill stork
  • 81. And ME – Baz saw me too, and pointed me out to the boys. He asked them what was the difference between a turtle and a tortoise and THEY DIDN’T KNOW! Imagine that!
  • 82. And sausages growing on a sausage tree!
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  • 84. I’m sorry … for the bad times we had to share
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  • 87. So many people you have helped with just a smile
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  • 89. if only they keep going forever after
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  • 94. Web 2.0 components / characteristics The Web as “ The Platform” Tools: RSS, AJAX, PHP, Ruby Services, not packaged software Architecture of participation Small pieces loosely joined, or “re-mixed” Harnessing collective intelligence Software that gets better as more people use it Standards: REST, XHTML Techniques: Mash-up, wiki, tagging, blogging Rich user experience Light-weight programming models
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  • 97. Web 2.0 is understood – so what’s next?
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  • 101. BBC – One Big Weekend concert with streaming audio and video
  • 102. Major League Baseball event hosted in virtual stadium
  • 103. Regina Spektor – marketed in-world by Warner Bros.
  • 104. American Apparel virtual store
  • 105. Reuters have a Second Life office, complete with embedded journalist
  • 106. Why does IBM care?
  • 108. IBM Alumni event (http://greateribm.com)
  • 109. IBM Innovation Jam results: Funding for ‘3D Internet’
  • 110. IBM 12 island innovation complex
  • 112. Sears
  • 113. Wimbledon demo… Integrating real-world ‘Hawkeye’ ball tracking data with Second Life for Wimbledon demo July 2006
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  • 117. Give up control This is messy!
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  • 124. Why do people digg? “ 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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  • 132. Wise Crowds: 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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  • 135. 8. Most of all, allow for play
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