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Designing <br />Social Websites <br />Christina Wodtke<br />

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Page about Christina<br />

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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?<br />You<br />What do you want?<br />

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Twitter<br />Facebook<br />LinkedIn<br />MySpace<br />Flickr<br />Social Media<br />Social Software<br />Social Network<br />The Social Web<br />The Social Graph<br />Communities<br />Web 2.0<br />UGC<br />Jargon Check<br />

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What<br />is social, really?<br />

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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. <br />Social XXX<br />Usenet<br />Forums<br />Email<br />Mailing lists<br />Groupware<br />Social Networks Services<br />Social Software<br />Social Media<br />Nothing New<br />

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The Social Web<br />is a digital space where data about human interactions is as important as other data types for providing value<br />Community<br />is when those humans care about each other. <br />

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What kind of social do you need?<br />Social Marketing<br />Social Support<br />Social Sites<br />When you want to leverage your customers to promote your product<br />Customers help each other to reduce support costs<br />Your site is social at the core: blogs, networks, photosharing.<br />

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How<br />do you design social?<br />

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B=f(P+E)<br />Behavior is a function of a Person and his Environment<br />- Lewin’s Equation<br />

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Understand the Person<br />

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Maslow’s Hierarchy of Needs<br />Morality,<br />Creativity.<br />Spontaneity,<br />Problem solving,<br />Lack of prejudice<br />5. Self-Actualization<br />4. Esteem<br />3. Love/Belonging<br />2. Safety<br />1. Physiological<br />Self-esteem,<br />Confidence, Achievement,<br />Respect by others<br />Friendship, Family, Sexual intimacy<br />Security of body, or employment, of resources,<br />Of morality, or the family, of health , of property<br />Breathing, Food, Water, Sex, Sleep, Homeostasis, Excretion<br />

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Maslow’s Hierarchy of Needs<br />Self-Actualization<br />Esteem<br />Love/Belonging<br />Safety<br />Physiological<br />The Social Web is built here, from love and esteem<br />

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O’Reilly Report on Facebook<br />The Facebook Application Platform<br />

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Motivation for hours<br />(and hours and hours)<br />of work<br />

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Kollock’s 4 Motivationsfor Contributing<br />Reciprocity<br />Reputation<br />Increased sense of efficacy<br />Attachment to and need of a group<br />- Peter Kollock, UCLA<br />

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Reciprocity<br />

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Reputation<br />What&apos;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.<br />

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Increased sense of efficacy<br />

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Attachment to and need of a group<br />

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The New Third Place?<br />“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&apos;t followed the middle class out to the suburbs...” -- Ray Oldenburg <br />

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Design the Environment<br />

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205 Structure Follows Social Spaces<br />Conflict<br />No 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).<br />Resolution<br />A first principle of construction; on no account allow the engineering to dictate the building&apos;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. <br />

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36. Degrees of publicness<br />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.<br />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.<br />

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Create space by building around it<br />

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Identity<br />Sign-up<br />Invitations<br />Social<br />Space<br />Activity<br />Relationships<br />Distribution (Viral)<br />Distribution (Viral)<br />

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Share<br />Contacts<br />Profile<br />Identity<br />Sign-up<br />Sign-up<br />Invitations<br />Invitations<br />presence<br />Collab<br />Comm<br />Groups<br />Attention<br />Presence<br />Reputation<br />Social<br />Space<br />Relationships<br />Activity<br />Distribution (Viral)<br />Distribution (Viral)<br />

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Strategize<br />Exercise 1: brainstorm a new feature or site area that brings a appropriate community to your website. <br />Things to think about: <br /><ul><li>Business goals: how does this community further the needs of the company?

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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?

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What if no one shows up, can it still have value?

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Community nature: will this be a true community, or will this be a collective wisdom tool? Think about the spectrum.

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Approach to Creation: can you partner. rather than build?</li></li></ul><li>Profile<br />Presence<br />Reputa-tion<br />Identity<br />

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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. <br />Profile<br />Clay Shirky, A Group Is Its Own Worst Enemy<br />http://shirky.com/writings/group_enemy.html<br />

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Profile <br />Avatar<br />Biography<br />Collections<br />History<br />

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Identity is Context Based<br />Facebook- Personal<br />LinkedIN - Professional<br />

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Avatar <br />

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Collections<br />

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Presence<br />

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Presence <br />Signs of life<br />Status<br />History<br />Company<br />

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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 &quot;member since.&quot; <br />Reputation<br />

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Reputation is…<br />Information used to make avalue judgment about an object or person…<br />

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Reputations<br />Named levels<br />Badging<br />Rating<br />Points<br />

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Strategize<br />Exercise 2: what elements do you need for identity?<br />Profile<br />Presence<br />Reputation<br />

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Site Optimization: Sign-up<br />Tiny changes that yield big wins<br />Identity<br />Sign-up<br />Invitations<br />Social<br />Space<br />Activity<br />Relationships<br />Distribution (Viral)<br />Distribution (Viral)<br />

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Placement<br />

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Flow – Quiz <br />2<br />3<br />1<br />

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Flow<br />3<br />2<br />4<br />1<br />

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Organization<br />Entrees<br />

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Finishing Touches<br />A. $12.99<br />B. 12<br />C. twelve<br />Increases the bill by and average of $5.55<br />

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Avoid Embarassment<br />Market Price<br />

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Increasing Conversion<br />Users Entering Flow<br />Users Completing Flow<br /><ul><li> Increase Entry Points

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Increase social outreach

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Make it dead simple

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Hold their hand

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Reward them</li></ul>Introduce social learning throughout these flows to teach the user how to user the site<br />

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Registration<br />Registered users is a key metric for success<br />Once a user is registered:<br />You have a way to reach out to them<br />You have some key demographics to advertise against<br />

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First Impressions<br />

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Subject Line Checklist<br />

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Email Content<br />

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Email Content<br />

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Email Content<br />

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Email Content<br />

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Registration<br />

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Registration<br />

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People you know are already here<br />

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Contacts<br />Groups<br />Attention<br />Relationships<br />

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you have to find a way to spare the group from scale. Scale alone kills conversations, because conversations require dense two-way conversations. <br />[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&apos;t mean that people don&apos;t have 150 people in their social network, but that they only keep tabs on 150 people max at any given point. <br />

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Contacts<br />Groups<br />Attention<br />Types of relationships<br />

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Groups<br />• 1.8% of all users write more<br />than 70% of all Wikipedia<br />articles<br />• .003% of digg’s users are<br />responsible for 56% of the<br />stories on the site’s home page<br />• .o64% creator to consumer<br />ration on YouTube<br />Source: http://www.lukew.com/ff/entry.asp?448<br />

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Attention<br />Twitter Users<br />• 10% of users account for 90%<br />of production<br />• 50% have not updated status in<br />past 7 days<br />• 55% are not following anyone<br />• 52% have no followers<br />Source: Inside Twitter study, Sysomos June 2009<br />State of the Twittersphere, Hubspot, June 2009<br />

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Connections<br />• 10% of users account for<br />30% of production<br />• 12% of Facebook users<br />update their status daily<br />• 40% of Facebook users have<br />updated status in past 7 days<br />• 1.89% of page views are<br />contribution (photos,<br />content, videos, events)<br />Source: Facebook statistics: http://www.facebook.com/press/info.php?statistics<br />Facebook app data for friend updates (300+ users)<br />

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Invite Optimization<br />Jennifer Ruffner<br />Identity<br />Sign-up<br />Invitations<br />Social<br />Space<br />Activity<br />Relationships<br />Distribution (Viral)<br />Distribution (Viral)<br />

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Invitations<br />Viral distribution increases the number of unique users on the site<br />People that are connected are more active<br />When they enter that flow you can present them with more interactions that they are more wiling to take<br />

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Sending Invitations<br />

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Sending Invitations<br />

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Sending Invitations<br />

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Receiving Invitations<br />

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Receiving Invitations<br />

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Strategize<br />Exercise 3: what kinds of relationships will you support? <br />Contacts<br />Groups<br />Attention<br />

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Share<br />Collaborate<br />Communicate<br />Activity<br />

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The AOF Method<br />Defining your Activity<br />Identifying your Social Objects<br />Choosing your Features<br />Courtesy of Joshua Porter. Check out bokardo.com!<br />

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Classic Question <br />Who are your users?<br />Better Question<br />What are your users doing?<br />What do people have to do to make you successful?<br />What are you making people better at?<br />What are your users passionate about?<br />

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2. Identifying yourSocial Objects<br />

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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.<br />JyriEngeström<br />

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What are Social Objects?<br />Social objects can be ideas, people, or physical objects.<br />Social objects influence social interaction...they change the way people interact with each other.<br />By interacting through/with social objects, people meet others they might not otherwise know.<br />Social objects can be the reason why people have an interaction or form a relationship.<br />Joshua Porter (bokardo.com)<br />

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3. Choosing your Features<br />

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Verb! That’s what’s happening…<br />

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Conversations<br />Comment<br />Initiate<br />Rate and Report<br />Reply<br />

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Talking about talking<br />

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Sharing<br />

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Collaborate<br />

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Strategize<br />i.e. What are your nouns and verbs?<br />Exercise 4: what are the social objects and what do people do?<br />Share<br />Activity<br />Collab<br />Comm<br />

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Share<br />Contacts<br />Profile<br />Identity<br />Sign-up<br />Sign-up<br />Invitations<br />Invitations<br />presence<br />Collab<br />Comm<br />Groups<br />Attention<br />Presence<br />Reputation<br />Social<br />Space<br />Relationships<br />Activity<br />Distribution (Viral)<br />

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Viral Distribution<br />

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Gladwell<br />Duncan watts<br />

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“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.”<br />- Malcom Gladwell<br />

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Nobody knows anything. – William Goldman<br />

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B=f(P,E)<br />Behavior is a function of a Person and his Environment<br />

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Some Patterns<br />

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Frictionless<br />I think, I blink<br />

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At Hand<br />See it, use it<br />

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Table setting?<br />

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Impactful<br />Maximize reach<br />

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Email this<br />

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Newsfeed, Network Updates<br />

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Groups, Asymmetric Follow<br />

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Relationship antipatterns<br />High-level antipatterns<br />Explicit “Will you be my friend” requests<br />Teach a man to be phished (adactio)<br />Don’t break email (do-not-reply)<br />Auto-faux-pas (notification of rejection / unsub / delinking / re-follow)<br />Having to spam my friends…<br />

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Targeted<br />Features for the most useful users<br />

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Outreach<br />Social seo<br />

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&lt;meta name=&quot;description&quot; content=&quot;Find cheap airline tickets, hotels, great cruise and vacation packages, honeymoon travel guides, flight information and more, with Yahoo! Travel.&quot; /&gt; &lt;meta name=&quot;verify-v1&quot; content=&quot;hfk2kPTdsyPJIULFv58St5zM/BKR4WjvWpVSbgr23vA=&quot; /&gt;&lt;meta name=&quot;y_key&quot; content=&quot;17f2f671d47e7697&quot; /&gt;&lt;title&gt;Yahoo! Travel - Airline tickets, cheap hotels, cruises, vacations & honeymoon travel&lt;/title&gt; <br />

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Whateevershare<br />Adaptive Path, using “Share this” widget<br />

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Pick your channels<br />New York Times<br />Slideshare<br />

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Checklist<br /><ul><li>Frictionless

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Impactful

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Targeted

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Outreach</li></li></ul><li>Distribution Exercise<br />Think about how you will pull people in…<br />How do people share?<br />With whom do they share?<br />Where and how many of those tools do you place?<br />

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Questions?<br />Christina Wodtke<br />http://www.blueprintsfortheweb.com<br />http://www.eleganthack.com<br />http://www.boxesandarrows.com<br />@cwodtke<br />Jennifer Ruffner<br />JenniferRuffner@gmail.com<br />@jeng24<br />http://www.linkedin.com/in/jengranito<br />