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The perils of popularity  (or how to create hits) Rashmi Sinha www.slideshare.net
http://www.flickr.com/photo_zoom.gne?id=13051425&size=l
 
 
social networks are evolving
~2002 ,[object Object]
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…
Just a graph! ,[object Object],[object Object],[object Object],[object Object],1) I am linked to -> -> to you  --->You are linked to her -> -> to her…
~2004 ,[object Object]
 
Watercooler conversations  (mediated by objects, e.g., Flickr, YouTube, SlideShare) 1) I share my pics ->   -> with you --->   -->You share your pics -> ---> with him ,[object Object],[object Object],[object Object],[object Object]
Viral sharing  (pass on interesting stuff, e.g., YouTube videos) ,[object Object],[object Object],[object Object],1) I send video I like  -> -> to you. You pass on -->   --> to her, who sends on to her, who passes on…
May 2007   ,[object Object]
social app has 3  components ,[object Object],[object Object],[object Object]
Can the social graph be independent of the place & objects the  graph the  place the  objects
Nov 2007 Can Google set it free?
4   models of popularity ,[object Object],[object Object],[object Object],[object Object]
1. Google -  Blind sociality ,[object Object]
Picasa: You cannot see friends of friends
Google calendar: You can only search public events
http://www.flickr.com/photo_zoom.gne?id=231287836&size=o
2.  Digg  as a  laser beam ,[object Object],[object Object],[object Object],[object Object]
encourages   mobs ,[object Object],[object Object]
top diggers ,[object Object],[object Object]
wisdom of crowds  needs  independence
3. Youtube -  promiscuous   popularity ,[object Object],[object Object],[object Object]
Popularity on   SlideShare Keep it on your desktop Download Remember stuff, tell someone you like their stuff Favorite & tag Share with your friends Email Share on your blog Embed Watch it View Interact with others Comment Goal Metric
diff strokes  for  diff folks ,[object Object],[object Object]
Long tail   of content ,[object Object],[object Object]
How hits are created
N Sync  vs.  lonely girl
 
System designer  as studio boss ,[object Object],[object Object]
Creating trends ,[object Object],[object Object],[object Object],[object Object]
4.  Viral navigation  on Facebook ,[object Object],[object Object],[object Object],[object Object]
Making spammers of all of us? ,[object Object],[object Object]
Rules of the game are always changing ,[object Object],[object Object],[object Object]
Popularity breeds spam & corruption ,[object Object],[object Object],[object Object]
the metric counts ,[object Object],[object Object],[object Object]
Is search threatened by  popularity  &  virality?
User generated content Images Videos Slideshows Music Articles
Flickr based search results
Pagerank needs an open web ,[object Object]
10  lessons about social design
Forget the ipod!
Give up control This is messy!
1. Make system   personally useful ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. Symbiotic relationship between   personal & social ,[object Object],[object Object],[object Object],[object Object],[object Object]
3. what kind of social do you want to be?
Which playground do you want to play in? ,[object Object],[object Object],[object Object]
Do you want your own social graph? ,[object Object]
4.  Privacy   is  social ,[object Object]
Indexed by Google (everyone/everywhere) Only me My friends My groups Public Private Only in place
5.  levels of   participation ,[object Object],[object Object],[object Object],Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”
6. Enable  viral navigation ,[object Object],[object Object]
but decisions  should be independent… ,[object Object],[object Object],[object Object],[object Object],[object Object]
7. Add in  serendipity  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8. Add in a  dash of experts ,[object Object]
9. Be agile ,[object Object],[object Object],[object Object]
10. Most of all,  allow for play
Finally  ,[object Object],[object Object],[object Object],[object Object]

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