Designing massively Designing massively multiplayer social multiplayer social systemssystems

Rashmi Sinhawww.slideshare.net

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- - Second generation social Second generation social networksnetworks

-- Individuals, groups & popularity Individuals, groups & popularity

- 9 - 9 principlesprinciples for designfor design

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Second generationSecond generation

social networkssocial networks

Sharing in large networks, versus own siteHuman crawlersUrban sociality

Sharing in large networks, versus own siteHuman crawlersUrban sociality

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How it works•People connect to each other•Six degrees of separation•“Are you my friend” awkwardness

First generation Social Networks(Friendster, LinkedIn…)

1) I am linked to ->

-> to you

--->You are linked to her ->

-> to her…

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HiHiI found you while I was I found you while I was searching my network at searching my network at LinkedIn. Let's connect LinkedIn. Let's connect directly, so we can help each directly, so we can help each other with referrals. If we other with referrals. If we connect, both of our networks connect, both of our networks will grow…will grow…

X

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Object-based Object-based social social networksnetworks

objects allow us to-connect-play...

objects allow us to-connect-play...

Coffee

Tomatoes

1) I share my pics ->

-> with you --->

-->You share your pics ->

---> with him

How it works•People share objects | watch others•Connections through objects•Social info streams: emergence of popular, interesting items

Model a: Watercooler conversations (around objects e.g., Flickr, Yahoo answers)

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How it works•Individual to individual to individual•Popularity based navigation track “viral” items

Model b: Viral sharing (passing on interesting stuff, e.g., YouTube videos)

1) I send video I like -> -> to you. You pass on -->

--> to her, who sends on

to her, who passes on…

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1) I tag my bookmarks

-> you see my tags

-->You share your tags ->

How it works•Saving & tagging your stuff (creating bookmarks).•Tags mediate social connections•Formation of social/conceptual information streams. Emergence of popular, interesting items

Model c: Tag-based social sharing (linked by concepts. e.g., del.icio.us)

politicslebanon

Global voices

politics

technologyGlobal voices

webJAVA

CNN networksblogs

science

science

science

brain

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1) I find interesting story

-> you rate story

-->Others rate stories

Model d: Social news creation (rating news stories, e.g., digg, Newsvine)

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How it works•Finding and rating stories•Popular stories rise to top

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SlideShare: SlideShare: Presentations as objects of Presentations as objects of sharingsharing

digital representationSocial practices around presentationsBuilding community

digital representationSocial practices around presentationsBuilding community

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What people share...What people share...

Cartoons Paintings Humor

Love Songs

Talk slides

Images of womenSermons Standalone lectures

Activism Lesson plansMovie reviewsMother’s day cards

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Individuals, groups Individuals, groups and popularityand popularity

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Designing for theDesigning for the individualindividual

UsabilityFindability Interactions and their flow…

UsabilityFindability Interactions and their flow…

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Designing for theDesigning for the group groupHow people interactRules for interactionProduct of interactionCollaboration, joint decision…Problems with groups

How people interactRules for interactionProduct of interactionCollaboration, joint decision…Problems with groups

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WisdomWisdom of of crowds crowds on web-based systemson web-based systems

Cognitive Diversity

IndependenceDecentralizationEasy Aggregation

Cognitive Diversity

IndependenceDecentralizationEasy Aggregation

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Popularity Popularity is popular is popular

on sharing siteson sharing sites

No multi-level menus!Navigation = Top100 lists, tag clouds

No multi-level menus!Navigation = Top100 lists, tag clouds

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Duncan Watts Duncan Watts experiments on popularityexperiments on popularity

Two worldsIndividual

Social Influence – 8 separate worldsRich get richer effect

Two worldsIndividual

Social Influence – 8 separate worldsRich get richer effect

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N Sync N Sync vs.vs. lonely girllonely girl

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System designer System designer as as trend creatortrend creator

People want a shared realitythe watercooler effect did not go away

People want a shared realitythe watercooler effect did not go away

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DesigningDesigning popularity popularityEverything starts as equalPeople can connect locally

Highlight alternative viewpointsSystem should be flexible

Everything starts as equalPeople can connect locally

Highlight alternative viewpointsSystem should be flexible

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33 models of models of

socialitysocialityGoogleDiggYouTube

GoogleDiggYouTube

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Google –Google – no social no social navigationnavigation

less social engagementsequential conformity reduced

less social engagementsequential conformity reduced

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Digg as a laser Digg as a laser beambeam

Focused in time, tech topics, young male users!

Encourages mobsthe “digg” is quick, engaging and transparentsequential decisions

Focused in time, tech topics, young male users!

Encourages mobsthe “digg” is quick, engaging and transparentsequential decisions

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Youtube - Youtube -

promiscuouspromiscuous

popularitypopularityMany metricsDifferent strokes for different folks

Many metricsDifferent strokes for different folks

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Popularity onPopularity on SlideShareSlideShare

Metric GoalFavorite & tag Remember stuff, tell someone

you like their stuff

Comment Interact with others

View Watch it

Embed Share on your blog

Download Keep it on your desktop

Email Share with your friends

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most most viewedviewedmost most

favorited/taggedfavorited/tagged

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99 principles forprinciples for designing designing social social systemssystems

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Forget the ipod!Forget the ipod!

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Give up controlGive up controlThis is messy!This is messy!

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1. Make system1. Make system

personally usefulpersonally usefulmemorable personal snippets (e.g., Del.icio.us & Flickr)Self-expression (e.g., Newsvine)Social status: Digg

Don’t count on altruismthrive on people’s selfishness

memorable personal snippets (e.g., Del.icio.us & Flickr)Self-expression (e.g., Newsvine)Social status: Digg

Don’t count on altruismthrive on people’s selfishness

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2. Symbiotic relationship between2. Symbiotic relationship between

personal & personal & socialsocial

Small individual contributionscan be collected and mashed-upSimple, guessable URLs for everything

Personal snippets > Social streamPictures > by EventsMusic > by Playlists

Small individual contributionscan be collected and mashed-upSimple, guessable URLs for everything

Personal snippets > Social streamPictures > by EventsMusic > by Playlists

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3. Porous boundary 3. Porous boundary between public & privatebetween public & private

Personal desktop software vs. social websites

People will share for the right returnsdefaults to public, can change to private

user has control individual pieces & sets

Personal desktop software vs. social websites

People will share for the right returnsdefaults to public, can change to private

user has control individual pieces & sets

Privacy settings on Flickr

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4.4. levels of levels of participationparticipation

Everyone does not need to create!Implicit creation (creating by consuming)Remixing—adding value to others’ content

Everyone does not need to create!Implicit creation (creating by consuming)Remixing—adding value to others’ content

Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”

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5. Let people feel5. Let people feel presence of presence of othersothers

Sense that others are out therewhat paths are wornreal time updating

Sense that others are out therewhat paths are wornreal time updating

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6. and yet,6. and yet, moments of moments of Independence…Independence…

Choreography: when alone, when part of group

prevent mobsnot too easy to mimic othersincentives for originalityallow for alternative viewpoints

Choreography: when alone, when part of group

prevent mobsnot too easy to mimic othersincentives for originalityallow for alternative viewpoints

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7. Add in7. Add in serendipity serendipity navigation not just about popularityaccess to some popular stuff (keep this fast moving)make “long tail” accessiblepopularity as jump off point to other ways of exploringpersonalization & recommendationsad-hoc groups?

navigation not just about popularityaccess to some popular stuff (keep this fast moving)make “long tail” accessiblepopularity as jump off point to other ways of exploringpersonalization & recommendationsad-hoc groups?

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8. Add in a8. Add in a dash of dash of expertsexperts

contest on SlideShare: both judges & popular votes

contest on SlideShare: both judges & popular votes

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9. Most of all,9. Most of all, allow for allow for playplay

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Finally Finally slides atwww.slideshare.net/rashmi/social-design-wordcamp/

find me at www.slideshare.net/rashmi