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Building Sites Around Social Objects - Web 2.0 Expo SF 2009

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Building Sites Around Social Objects - Web 2.0 Expo SF 2009

  1. Building sites around social objects Jyri Engeström zengestrom.com
  2. $580M
  3. Why do so many social Web services fail?
  4. Social network theory is good at representing links between people - But it doesnʼt explain what connects those particular people and not others
  5. Another tradition of theorizing offers an explanation of why so many YASNS ultimately fail Bruno Latour Yrjö Engeström Lev Vygotsky Pierre Bourdieu Karin Knorr-Cetina Actor-network theorist Activity theorist Psychologist Sociologist Sociologist 1947- 1948- 1896-1934 1930-2002 1944-
  6. People donʼt just connect to each other. They connect through a shared object.
  7. From John Thackara: “In the Bubble. Designing in a Complex World.” Used with permission.
  8. From John Thackara: “In the Bubble. Designing in a Complex World.” Used with permission.
  9. When a service fails to offer the users a way to create new objects of sociality, they turn the connecting itself into an object
  10. Good services allow people to create social objects that add value
  11. Flickr did it to photos Del.icio.us did it to bookmarks YouTube did it to video
  12. 5 Principles for building object-centered social sites:
  13. 1. Define your object
  14. 2. Define your verbs
  15. 3. Make the objects shareable
  16. 4. Turn invitations into gifts
  17. 5. Charge the publishers not the spectators
  18. Quick checklist: 1. What is your object? 2. What are your verbs? 3. How can people share the objects? 4. What is the gift in the invitation? 5. Are you charging the publishers or the spectators?
  19. What if all that brainpower was spent on the objects
  20. Travel
  21. On Dopplr the trip itself is the social object Dopplr
  22. Tripit automated the generation of this object
  23. Travel - comparison
  24. Music Last. fm turns music tracks into social objects using their audio fingerprint
  25. Soundcloud turns the waveform itself into a social object
  26. Ebay & Amazon turned products into social objects
  27. Thinglink turns the individual item into a social object
  28. Our actions leave traces on the Web
  29. - Some actions we type ourselves - Others are auto-generated
  30. Social peripheral vision
  31. No awareness of other peopleʼs intentions = Inability to make plans
  32. Sites that publish what people have been doing
  33. Imagine a physical world where we have as much peripheral information at our disposal as in WoW From Joi Ito http://joi.ito.com
  34. Terminator 2
  35. The Daemon
  36. Marauderʼs map
  37. People transmit updates, kind of like pulsars in space
  38. At Jaiku it felt like we were hacking together a transmitter/receiver
  39. Aggregation at massive scale
  40. Pattern recognition
  41. Detecting nodal points
  42. What should I be aware of thatʼs happening around me?
  43. Was what just happened significant to someone on the network?
  44. What?
  45. Who?
  46. Where?
  47. Just-in-time delivery
  48. Discovery is becoming social
  49. Pagerank “Facerank”? Who links to it? Social proximity (friends in common) Physical proximity Shared taste Shared objects ...
  50. Own it, port it, share it Identity OpenID Authorization OAuth Interoperability OpenSocial
  51. Ok.
  52. Quick checklist : 1. What is your object? 2. What are your verbs? 3. What are your nodal points?
  53. Facebook in Reality http://www.youtube.com/watch?v=nrlSkU0TFLs

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