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The perils of popularity  (or how to create hits) Rashmi Sinha www.slideshare.net
5  observations   about today’s web  3  models   of popularity 10  principles   for design
5  observations
1.  Second generation  social networks <ul><li>Sharing in large networks, versus own site </li></ul><ul><li>Human crawlers...
First generation Social Networks (Friendster, LinkedIn…) <ul><li>How it works </li></ul><ul><li>People connect to each oth...
Hi I found you while I was searching my network at LinkedIn. Let's connect directly, so we can help each other with referr...
Object mediated  social networks <ul><li>“… sociality along lines that include objects in the concept of social relations....
Model a: Watercooler conversations  (around objects e.g., Flickr, Yahoo answers) 1) I share my pics ->   -> with you ---> ...
Model b: Viral sharing  (passing on interesting stuff, e.g., YouTube videos) <ul><li>How it works </li></ul><ul><li>Indivi...
Model c: Tag-based social sharing  (linked by concepts. e.g., del.icio.us) 1) I tag my bookmarks   -> you see my tags  -->...
Model d: Social news creation  (rating news stories, e.g., digg, Newsvine) 1) I find interesting story   -> you rate story...
Urban sociality <ul><li>Crowds in MMORPGS </li></ul><ul><ul><li>Alone together  </li></ul></ul><ul><ul><li>Passive presenc...
2. Sharing is  relevant to search <ul><li>Conversations around objects: community meets catalog </li></ul>
Popularity  is popular on sharing sites <ul><li>No multi-level menus! </li></ul><ul><li>Navigation = Top100 lists, tag clo...
<ul><li>Did Paul Ford speak too soon? </li></ul>
The sharing imperative
is starting to influence search
 
Sharing  compared to   search <ul><li>shared by creator </li></ul><ul><li>smaller reach </li></ul><ul><li>higher quality <...
3.  conformity effects  in social decisions <ul><li>sequential decisions </li></ul><ul><li>even 3 is enough </li></ul>
How Influence Works   The  individual Conversion (private  acceptance) Independence Counterconformity Information Influenc...
Social influence   in web-based systems <ul><li>Cognitive Diversity </li></ul><ul><li>Independence </li></ul><ul><li>Decen...
3.  rich get richer  effects at network level
Duncan Watts  experiments <ul><li>Two worlds </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Social Influence ...
4.  Era of hits  is not over
Long tail   hypothesis <ul><li>democratized production > more inventory </li></ul><ul><li>democratized distribution > more...
N Sync  vs.  lonely girl
 
System designer  as studio boss <ul><li>People want a shared reality </li></ul><ul><li>Mechanisms emerge to create trends ...
Creating trends <ul><li>Everything starts as equal </li></ul><ul><li>People can connect locally </li></ul><ul><li>Highligh...
3   models of sociality <ul><li>Google </li></ul><ul><li>Digg </li></ul><ul><li>YouTube </li></ul>
Google -  Blind sociality <ul><li>less social engagement </li></ul><ul><li>sequential conformity reduced </li></ul>
No way to navigate social network
 
 
 
Digg as a laser beam <ul><li>Focused  </li></ul><ul><li>in time </li></ul><ul><li>on tech topics </li></ul><ul><li>young m...
encourages   mobs <ul><ul><li>Quick, engaging, transparent metric </li></ul></ul><ul><ul><li>Sequential decisions </li></u...
Youtube -  promiscuous   popularity <ul><ul><li>Many metrics </li></ul></ul><ul><ul><li>Different strokes for different fo...
Popularity on   SlideShare Keep it on your desktop Download Remember stuff, tell someone you like their stuff Favorite & t...
Most viewed <ul><li>shown on front page </li></ul><ul><ul><li>content it surfaces </li></ul></ul>
Most  favorited & tagged <ul><ul><li>balance individual and social </li></ul></ul><ul><ul><li>reflect back tags in social ...
 
10  principles to design for sharing
Forget the ipod!
Give up control This is messy!
1. Make system   personally useful <ul><ul><li>memorable personal snippets (e.g., Del.icio.us & Flickr) </li></ul></ul><ul...
 
2. Symbiotic relationship between   personal & social <ul><li>Small individual contributions </li></ul><ul><ul><li>can be ...
3. Porous boundary  between public & private <ul><li>Personal desktop software vs. social websites </li></ul><ul><li>Peopl...
4.  levels of   participation <ul><li>Everyone does not need to create! </li></ul><ul><ul><li>Implicit creation (creating ...
5. Let people feel   presence of others <ul><ul><li>Sense that others are out there </li></ul></ul><ul><ul><li>what paths ...
6. and yet,  moments of Independence… <ul><li>Choreography:  when alone, when part of group </li></ul><ul><li>prevent mobs...
7. Add in  serendipity  <ul><li>navigation not just about popularity </li></ul><ul><ul><li>access to some popular stuff (k...
8. Complete  circle of sharing I share  You use it ?
9. Add in a  dash of experts <ul><li>contest on SlideShare: both judges & popular votes </li></ul>
10. Most of all,  allow for play
Finally  <ul><li>your slides at </li></ul><ul><li>http://www.slideshare.net/tag/yrb </li></ul><ul><li>find me at  </li></u...
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3. Porous boundary between public Perils of Popularity

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3. Porous boundary between public & private Personal desktop software vs. social websites People will share for the right returns defaults to public, can change to private user has control individual pieces & sets Privacy settings on Flickr

Publié dans : Technologie
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  • good work, great insights.
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