Web Reputations-SVPMA Oct2010

8/4/2019 Web Reputations-SVPMA Oct2010

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Web Reputations(Avoiding Social Media Landmines in PM)

F. Randall Randy Farmer


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Also available free on the companion blog & wiki at http://buildingreputation.com

2010 F. Randall Farmer & Bryce Glass


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Why Web Reputation Mattersto Product Managers

Increasingly cropping up on your B2C and B2Broadmaps because it creates value

Many reputation models for different needs

But, Choosing poorly can have a disastrousimpacton your products success!



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5 things we get wrong about reputation

Its the People, Dummy One Reputation to Rule Them All All I Need is Five Stars Competition is Always Good Negative Karma Will Out the Bad Guys



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A conversation

Hi! Bill! Hows the family, Robert?



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Our Wendy will be going to Harvard next year!



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Really! Im curious why Harvard?



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Why, it has the best reputationespecially for law.



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Did she consider Yale?



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Yes, but we like Harvards proximity.



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Wont that be expensive?



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Well make tradeoffs if we have to its worth it for mylittle girl!



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Reputation Defined



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The Reputation Statement



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Bill & Roberts Entire Conversation (and Meal!) AreMade of Reputation Statements



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People reputation is Karma, and itisspecial

Karma is user reputation within a context Karma is useful for building trust between users, and between a user and the site Karma can be an incentive for participation and contributions Karma is contextual and has limited utility globally. Karma comes in several flavors - Participation, Quality and Robust Karma is complex (via indirect evaluations), and formulation is often opaque Personal karma is displayed only to the owner, good for measuring progress Corporate karma is used by the site to find the very best and very worst users Public karma is displayed to other users, which makes it the hardest to get right

It should be used sparingly

It is hard to understand, isn't expected, and easily confused with contentratings.

It shouldn't be have a socially negative value. It encourages competition in some users, and may discourage others.



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Reputation is

information used to make a value judgment

about an object or a person.

everywhere!

hard, but karma is harder!



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One Karma To RuleThem All!



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Global Karma? We need it, Right?



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Case Study: FICO as Global Karma



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Lots of Little Karmas vs. One Big Score



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So

One Karma To RuleThem All!

Reputation is always in context!



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All I Need Is Five Stars

Or Thumbs Up Or Digg-style Voting

Or a Like Button



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Interface-First Design



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One of these things is not like the others



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Consider YouTube



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Look Familiar?

http://youtube-global.blogspot.com/2009/09/five-stars-dominate-

ratings.html



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Great videos prompt action; anythingless prompts indifference. Thus, theratings system is primarily being used

as a seal of approval, not as aneditorial indicator of what thecommunity thinks about a video.

Shiva Rajaraman, Product Manager



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Evolution too far? Like and Dislike



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Do You Need a Downvote?

From How To Build Dioramas by Sheperd Paine



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So

All I Need Is Five Stars?



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Instead

Let the Context Determine the Inputs

Be Sparing Ask for Only What You Need

Downplay the Downvote



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Competition is Always Good!



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We built a point system intoConsumating because we thought givingdirect feedback to people about their

conduct on the site would encouragethem to be nice to one anotheryou geta thumbs up when you are nice (treat!),and a thumbs down when you are a

douche (electric shock!)

Ben Brown, Internet Rockstar



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The Competitive Spectrum



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So

Competition is fine if the context calls for it

Dont assume competition where there is

none.

Competition forKarma will generally escalate.



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Negative Karma Will Out the BadGuys



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The Good Guys and The Bad Guys



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Cautionary Tale: A Virtual Mafia Shakedown



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Karma Meaninglessness and Bankruptcy



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Private Karma: Yahoo! Answers Case Study

Yahoo! Answers community content moderation system results

Metric Baseline Goal Result Improvement

Mean time: fromReport to Removal

18 hours 1 hour? ?

Report evaluationerror rate

10% 10%? ?

Customer care costs100%

$1 million per year10%

$100,000 per year?

?



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Private Karma: Yahoo! Answers Case Study

Yahoo! Answers community content moderation system results

Metric Baseline Goal Result Improvement

Mean time: fromReport to Removal

18 hours 1 hour 30 seconds120x goal

2000x baseline

Report evaluationerror rate

10% 10%


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So

Karma is Complex (built of indirect inputs)

Public Karma is Positive Karma

????Karma Will Out the Bad Guys



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Karma is Complex (built of indirect inputs)

Public Karma is Positive Karma

SecretKarma can Out the Bad Guys



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How Product Managers can cope with WebReputation Systems

Many reputation models for different needs Check out http://buildingreputation.com and/or

get a copy of the book!

Choosing poorly can have a disastrous impactonyour products success!

But you now have some tools for avoiding theworst problems!



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Any Questions?


Documents

Web Reputations-SVPMA Oct2010