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Designing Communities101507 1192637120231725 1

  1. 1. Designing and Enabling Communities Christina Wodtke PublicSquare | http://www.publicsquarehq.com
  2. 2. Me?
  3. 3. You What do you want?
  4. 4. Jargon Check <ul><li>Social Media </li></ul><ul><li>Social Software </li></ul><ul><li>The Social Web </li></ul><ul><li>The Social Graph </li></ul><ul><li>Communities </li></ul><ul><li>Web 2.0 </li></ul><ul><li>UGC </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>MySpace </li></ul><ul><li>Flickr </li></ul>
  5. 5. What is community, really?
  6. 6. Social XXX <ul><li>Usenet </li></ul><ul><li>Forums </li></ul><ul><li>Email </li></ul><ul><li>Mailing lists </li></ul><ul><li>Groupware </li></ul><ul><li>Social Networks Services </li></ul><ul><li>Social Software </li></ul><ul><li>Social Media </li></ul>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.
  7. 7. Credit Tim O’Reilly
  8. 8. David Armano: graphic Tim O’Reilly quote and list
  9. 9. Virtual Community A virtual space supported by computer-based information technology, centered upon communication and interaction of participants to generate member-driven content , resulting in relationships being built up. (Lee & Vogel, 2003)
  10. 10. Webb/Butterfield/Smith Model Based on Matt Webb , Stewart Butterfield ’s and Gene Smith’s writings
  11. 11. The Social Web is a digital space where data about human interactions is as important as other data types for providing value Community is when those humans care about each other.
  12. 12. Where is all this happening?
  13. 13. Where does community happen? <ul><li>Blogs </li></ul><ul><ul><li>LiveJournal, Blogger, Typepad, WordPress </li></ul></ul><ul><li>Wikis </li></ul><ul><ul><li>JotSpot (Google), Wikispaces </li></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>Facebook, Twitter, LinkedIn, </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Ohmynews, Newsvine, Flickr </li></ul></ul><ul><li>But not so much in </li></ul><ul><li>Tagging & Social Bookmarks </li></ul><ul><ul><li>del.ico.us </li></ul></ul><ul><li>Social Filtering </li></ul><ul><ul><li>Digg, Reddit, StumbledUpon </li></ul></ul>
  14. 16. When do I have to do something about all this?
  15. 17. When? Are you waiting for Web 4.0?
  16. 18. Credits: Tim O’Reilly’s The Facebook Application Platform and compete, a a site for web metrics
  17. 19. <ul><li>MySpace: 170 million unique users </li></ul><ul><li>Blogger: 18.5 million unique users </li></ul><ul><li>Classmates: 12.9 million unique users </li></ul><ul><li>YouTube: 12.5 million unique users (65.000 uploads a day) </li></ul><ul><li>MSN Groups: 10.6 million unique users </li></ul><ul><li>55% of US teenagers use social networking sites </li></ul>
  18. 20. Now No time like the present
  19. 21. Why?
  20. 22. Trebor Scholz http://collectivate.net
  21. 23. 8 days after a video was posted showing how to pick the lock in 30 seconds using a pen Kryptonite recalled 380,000 locks
  22. 24. Your users have something to tell you. If you don’t give them a way to communicate, they will find one. Trebor Scholz http://collectivate.net
  23. 26. <ul><li>“ I could go on with the benefits of building relationships rather than SEO campaigns, such as: </li></ul><ul><ul><li>Longevity and customer retention, not to mention repeat customers </li></ul></ul><ul><ul><li>Bug tracking and community policing (ie. Flickr’s ‘Flag this photo as “may offend”?’) </li></ul></ul><ul><ul><li>Amplified word of mouth </li></ul></ul><ul><ul><li>Built in market research </li></ul></ul><ul><ul><li>Buying ads is bloody expensive” </li></ul></ul>Tara Hunt
  24. 27. Joshua Porter <ul><li>“ HOLD ON A SEC...are social features economically viable? </li></ul><ul><li>Direct contact with people who make you successful </li></ul><ul><li>Amplify customer opinion </li></ul><ul><li>Data, data, and more data </li></ul><ul><li>Reduce support costs </li></ul><ul><li>Engender Trust to form lasting relationships” </li></ul>
  25. 28. How?
  26. 29. Psychology Reference: bokardo.com
  27. 31. The Social Web is built here, from love and esteem
  28. 32. O’Reilly Report on Facebook The Facebook Application Platform
  29. 33. Motivation for hours (and hours and hours) of work
  30. 34. Motivations <ul><li>Social connectedness </li></ul><ul><li>Psychological well-being </li></ul><ul><li>Gratification </li></ul><ul><li>Material gain </li></ul>
  31. 35. Kollock’s 4 Motivations for Contributing <ul><li>Reciprocity </li></ul><ul><li>Reputation </li></ul><ul><li>Increased sense of efficacy </li></ul><ul><li>Attachment to and need of a group </li></ul>
  32. 36. Reciprocity
  33. 37. What'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. Reputation
  34. 38. Increased sense of efficacy
  35. 39. Attachment to and need of a group
  36. 40. The New Third Place? <ul><li>“ 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't followed the middle class out to the suburbs...” -- Ray Oldenburg </li></ul>
  37. 41. Pro VS Con <ul><li>Pleasure of creation </li></ul><ul><li>New friendships, romance </li></ul><ul><li>Share their life experience </li></ul><ul><li>Archive their memories </li></ul><ul><li>Effective job hunting (weak ties research) </li></ul><ul><li>Contribute to the greater good </li></ul><ul><li>Social enjoyment </li></ul><ul><li>Maximum convenience </li></ul><ul><li>Intrusion into the Personal </li></ul><ul><li>Market research, Ads, content swindled away </li></ul><ul><li>Commodification of intimacy (dating sites) </li></ul><ul><li>Spam </li></ul><ul><li>Collective intelligence reinforces mob behavior </li></ul><ul><li>It’s good to go outside </li></ul><ul><li>Ease of contact on SNs may erode social skills </li></ul>
  38. 42. Marketing Sneaks In
  39. 43. &quot;The debate keeps getting framed as if the only true alternative were to opt out of media altogether and live in the woods, eating acorns and lizards and reading only books published on recycled paper by small alternative presses&quot; Convergence Culture , Henry Jenkins Tim O’Reilly’s Hippies.
  40. 44. Strategize a community exercise Presence Conversations Sharing Relationships Groups Reputation Identity
  41. 45. “ Strategy is knowing what not to do” Michael Porter
  42. 46. Break... please be back at 2:45 pm...
  43. 47. Webb/Butterfield/Smith Model Based on Matt Webb , Stewart Butterfield ’s and Gene Smith’s writings
  44. 48. 1.) 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. Clay Shirky, A Group Is Its Own Worst Enemy http://shirky.com/writings/group_enemy.html
  45. 49. Identity <ul><li>Identity </li></ul><ul><li>Avatar </li></ul><ul><li>Profile </li></ul><ul><li>Activity </li></ul><ul><li>Collections </li></ul>
  46. 50. Identity is Context Based Facebook- Personal LinkedIN - Professional
  47. 51. Presence
  48. 52. Presence <ul><li>Presence </li></ul><ul><ul><li>Status </li></ul></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Statistics </li></ul></ul><ul><ul><li>Signs of Life </li></ul></ul><ul><ul><li>Company </li></ul></ul>
  49. 53. Presence <ul><li>Presence </li></ul><ul><ul><li>Status </li></ul></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Statistics </li></ul></ul><ul><ul><li>Signs of Life </li></ul></ul><ul><ul><li>Company </li></ul></ul>
  50. 54. 2.) 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;
  51. 55. Reputation
  52. 56. Relationships
  53. 57. 3.) Three, you need barriers to participation. This is one of the things that killed Usenet. You have to have some cost to either join or participate , if not at the lowest level, then at higher levels. … anyone can read Slashdot, anonymous cowards can post, non-anonymous cowards can post with a higher rating. But to moderate, you really have to have been around for a while. Missing block?
  54. 58. Groups <ul><li>Groups </li></ul><ul><ul><ul><ul><li>Norms </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>- Vilification </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>- Veneration </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>- Rules </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Jargon & In-Jokes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Collective Choices </li></ul></ul></ul></ul>
  55. 59. Norms Missing block?
  56. 60. Vilification <ul><li>Veneration </li></ul>
  57. 61. Conversations
  58. 63. 4.) And, finally, you have to find a way to spare the group from scale. Scale alone kills conversations, because conversations require dense two-way conversations. [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't mean that people don't have 150 people in their social network, but that they only keep tabs on 150 people max at any given point.
  59. 64. Sharing
  60. 65. Presence Conversations Sharing Relationships Groups Reputation Identity Self Community Activity Rules & Repercussions Purpose/ Passion? Co-Creation? Planning? Caretakers? Collectively Rate? Publish?
  61. 66. Rules & Repercussions Purpose/ Passion? Co-Creation? Planning? Caretakers? Collectively Rate? Publish?
  62. 67. Design a community exercise Presence Conversations Sharing Relationships Groups Reputation Identity
  63. 68. Simple (hard) Steps <ul><li>Have a compelling idea </li></ul><ul><li>Seed </li></ul><ul><li>Someone must live on the site </li></ul><ul><ul><li>Community manager or you </li></ul></ul><ul><li>Make the rules clear (and short) </li></ul><ul><ul><li>Write a good TOS </li></ul></ul><ul><li>Punish swiftly and nicely </li></ul><ul><li>Reward contributions </li></ul><ul><li>Spread the work out </li></ul><ul><li>Adapt to Community Norms </li></ul><ul><li>Apologize publicly, swiftly and frequently </li></ul><ul><li>Simple good software that grows with group </li></ul>
  64. 69. Does Software Matter? Robin Miller , Cofounder of Slahdot Joel Spolsky , Joel on Software
  65. 70. Probably not
  66. 71. Your take? Christina Wodtke http://www.slideshare.net/cwodtke http://www.publicquarehq.com
  67. 72. Where I store my acorns (of knowledge, ‘cause I’m squirrelly) <ul><li>http://www.slideshare.net/cwodtke </li></ul><ul><li>http://del.icio.us/cwodtke/SocialMedia </li></ul><ul><li>http://www.eleganthack.com/blog </li></ul><ul><li>http://www.boxesandarrows.com/person/9-cwodtke </li></ul>
  68. 73. Patterns <ul><li>Self </li></ul><ul><li>Identity </li></ul><ul><ul><li>Avatar </li></ul></ul><ul><ul><li>Profile </li></ul></ul><ul><ul><li>Activity </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul><ul><li>Presence </li></ul><ul><ul><li>Status </li></ul></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Statistics </li></ul></ul><ul><ul><li>Signs of Life </li></ul></ul><ul><ul><li>Keep Company </li></ul></ul><ul><li>Reputation </li></ul><ul><ul><li>Rules </li></ul></ul><ul><ul><li>Ratings </li></ul></ul><ul><li>Community </li></ul><ul><li>Relationships </li></ul><ul><ul><li>Add/remove friends </li></ul></ul><ul><ul><li>Define relationship </li></ul></ul><ul><ul><li>Initiate relationship </li></ul></ul><ul><li>Groups </li></ul><ul><ul><li>Norms </li></ul></ul><ul><ul><ul><li>Vilification </li></ul></ul></ul><ul><ul><ul><li>Veneration </li></ul></ul></ul><ul><ul><ul><li>Interaction </li></ul></ul></ul><ul><ul><li>Jargon </li></ul></ul><ul><ul><li>Collective Choices </li></ul></ul><ul><ul><li>Rules </li></ul></ul><ul><li>Actions </li></ul><ul><li>Conversations </li></ul><ul><ul><li>Public </li></ul></ul><ul><ul><li>Private </li></ul></ul><ul><ul><li>Caretakers </li></ul></ul><ul><li>Sharing </li></ul><ul><ul><li>Things </li></ul></ul><ul><ul><li>Activities </li></ul></ul><ul><ul><li>Progress </li></ul></ul><ul><ul><li>Secrets </li></ul></ul>http://social.itp.nyu.edu/shirky/wiki/?n=Main.PatternLanguage http://barcamp.org/BarCampBlockSocialMediaDesignPatterns

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