Perils of Popularity Webdirections keynote

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

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…

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…

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]

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

Pagerank needs an open web ,[object Object]

10 lessons about social design

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]

Perils of Popularity Webdirections keynote

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