Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The perils of popularity  (or how to create hits) Rashmi Sinha www.slideshare.net
5  observations   about today’s web  3  models   of popularity 10  principles   for design
5  observations
1.  Second generation  social networks <ul><li>Sharing in large networks, versus own site </li></ul><ul><li>Human crawlers...
First generation Social Networks (Friendster, LinkedIn…) <ul><li>How it works </li></ul><ul><li>People connect to each oth...
Hi I found you while I was searching my network at LinkedIn. Let's connect directly, so we can help each other with referr...
Object mediated  social networks <ul><li>“… sociality along lines that include objects in the concept of social relations....
Model a: Watercooler conversations  (around objects e.g., Flickr, Yahoo answers) 1) I share my pics ->   -> with you ---> ...
Model b: Viral sharing  (passing on interesting stuff, e.g., YouTube videos) <ul><li>How it works </li></ul><ul><li>Indivi...
Model c: Tag-based social sharing  (linked by concepts. e.g., del.icio.us) 1) I tag my bookmarks   -> you see my tags  -->...
Model d: Social news creation  (rating news stories, e.g., digg, Newsvine) 1) I find interesting story   -> you rate story...
Urban sociality <ul><li>Crowds in MMORPGS </li></ul><ul><ul><li>Alone together  </li></ul></ul><ul><ul><li>Passive presenc...
2. Sharing is  relevant to search <ul><li>Conversations around objects: community meets catalog </li></ul>
Popularity  is popular on sharing sites <ul><li>No multi-level menus! </li></ul><ul><li>Navigation = Top100 lists, tag clo...
<ul><li>Did Paul Ford speak too soon? </li></ul>
The sharing imperative
is starting to influence search
 
Sharing  compared to   search <ul><li>shared by creator </li></ul><ul><li>smaller reach </li></ul><ul><li>higher quality <...
3.  conformity effects  in social decisions <ul><li>sequential decisions </li></ul><ul><li>even 3 is enough </li></ul>
How Influence Works   The  individual Conversion (private  acceptance) Independence Counterconformity Information Influenc...
Social influence   in web-based systems <ul><li>Cognitive Diversity </li></ul><ul><li>Independence </li></ul><ul><li>Decen...
3.  rich get richer  effects at network level
Duncan Watts  experiments <ul><li>Two worlds </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Social Influence ...
4.  Era of hits  is not over
Long tail   hypothesis <ul><li>democratized production > more inventory </li></ul><ul><li>democratized distribution > more...
N Sync  vs.  lonely girl
 
System designer  as studio boss <ul><li>People want a shared reality </li></ul><ul><li>Mechanisms emerge to create trends ...
Creating trends <ul><li>Everything starts as equal </li></ul><ul><li>People can connect locally </li></ul><ul><li>Highligh...
3   models of sociality <ul><li>Google </li></ul><ul><li>Digg </li></ul><ul><li>YouTube </li></ul>
Google -  Blind sociality <ul><li>less social engagement </li></ul><ul><li>sequential conformity reduced </li></ul>
No way to navigate social network
 
 
 
Digg as a laser beam <ul><li>Focused  </li></ul><ul><li>in time </li></ul><ul><li>on tech topics </li></ul><ul><li>young m...
encourages   mobs <ul><ul><li>Quick, engaging, transparent metric </li></ul></ul><ul><ul><li>Sequential decisions </li></u...
Youtube -  promiscuous   popularity <ul><ul><li>Many metrics </li></ul></ul><ul><ul><li>Different strokes for different fo...
Popularity on   SlideShare Keep it on your desktop Download Remember stuff, tell someone you like their stuff Favorite & t...
Most viewed <ul><li>shown on front page </li></ul><ul><ul><li>content it surfaces </li></ul></ul>
Most  favorited & tagged <ul><ul><li>balance individual and social </li></ul></ul><ul><ul><li>reflect back tags in social ...
 
10  principles to design for sharing
Forget the ipod!
Give up control This is messy!
1. Make system   personally useful <ul><ul><li>memorable personal snippets (e.g., Del.icio.us & Flickr) </li></ul></ul><ul...
 
2. Symbiotic relationship between   personal & social <ul><li>Small individual contributions </li></ul><ul><ul><li>can be ...
3. Porous boundary  between public & private <ul><li>Personal desktop software vs. social websites </li></ul><ul><li>Peopl...
4.  levels of   participation <ul><li>Everyone does not need to create! </li></ul><ul><ul><li>Implicit creation (creating ...
5. Let people feel   presence of others <ul><ul><li>Sense that others are out there </li></ul></ul><ul><ul><li>what paths ...
6. and yet,  moments of Independence… <ul><li>Choreography:  when alone, when part of group </li></ul><ul><li>prevent mobs...
7. Add in  serendipity  <ul><li>navigation not just about popularity </li></ul><ul><ul><li>access to some popular stuff (k...
8. Complete  circle of sharing I share  You use it ?
9. Add in a  dash of experts <ul><li>contest on SlideShare: both judges & popular votes </li></ul>
10. Most of all,  allow for play
Finally  <ul><li>your slides at </li></ul><ul><li>http://www.slideshare.net/tag/yrb </li></ul><ul><li>find me at  </li></u...
Upcoming SlideShare
Loading in …5
×

18

Share

Download to read offline

Perils of Popularity

Download to read offline

or how to design for hits
Talk about the nature of popularity at Yahoo Research Berkeley on May 25th, 2007

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

Perils of Popularity

  1. The perils of popularity (or how to create hits) Rashmi Sinha www.slideshare.net
  2. 5 observations about today’s web 3 models of popularity 10 principles for design
  3. 5 observations
  4. 1. Second generation social networks <ul><li>Sharing in large networks, versus own site </li></ul><ul><li>Human crawlers </li></ul><ul><li>Urban sociality </li></ul>
  5. First generation Social Networks (Friendster, LinkedIn…) <ul><li>How it works </li></ul><ul><li>People connect to each other </li></ul><ul><li>Six degrees of separation </li></ul><ul><li>“ Are you my friend” awkwardness </li></ul>1) I am linked to -> -> to you --->You are linked to her -> -> to her…
  6. 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… X
  7. Object mediated social networks <ul><li>“… sociality along lines that include objects in the concept of social relations.” </li></ul><ul><li>Katrin-Knorr Cetina </li></ul>Coffee Tomatoes
  8. Model a: Watercooler conversations (around objects e.g., Flickr, Yahoo answers) 1) I share my pics -> -> with you ---> -->You share your pics -> ---> with him <ul><li>How it works </li></ul><ul><li>People share objects | watch others </li></ul><ul><li>Connections through objects </li></ul><ul><li>Social info streams: emergence of popular, interesting items </li></ul>
  9. Model b: Viral sharing (passing on interesting stuff, e.g., YouTube videos) <ul><li>How it works </li></ul><ul><li>Individual to individual to individual </li></ul><ul><li>Popularity based navigation track “viral” items </li></ul>1) I send video I like -> -> to you. You pass on --> --> to her, who sends on to her, who passes on…
  10. Model c: Tag-based social sharing (linked by concepts. e.g., del.icio.us) 1) I tag my bookmarks -> you see my tags -->You share your tags -> <ul><li>How it works </li></ul><ul><li>Saving & tagging your stuff (creating bookmarks). </li></ul><ul><li>Tags mediate social connections </li></ul><ul><li>Formation of social/conceptual information streams. Emergence of popular, interesting items </li></ul>politics lebanon Global voices politics technology Global voices web JAVA CNN networks blogs science science science brain
  11. Model d: Social news creation (rating news stories, e.g., digg, Newsvine) 1) I find interesting story -> you rate story -->Others rate stories <ul><li>How it works </li></ul><ul><li>Finding and rating stories </li></ul><ul><li>Popular stories rise to top </li></ul>5 4
  12. Urban sociality <ul><li>Crowds in MMORPGS </li></ul><ul><ul><li>Alone together </li></ul></ul><ul><ul><li>Passive presence of others </li></ul></ul><ul><ul><li>Playing for the audience, but not interacting </li></ul></ul><ul><ul><li>(Ducheneaut et al. CHI 2006) </li></ul></ul><ul><li>Social facilitation </li></ul><ul><ul><li>passive presence can influence </li></ul></ul><ul><ul><li>Observed in cockroaches! </li></ul></ul><ul><ul><li>(Zajonc, 1960) </li></ul></ul>
  13. 2. Sharing is relevant to search <ul><li>Conversations around objects: community meets catalog </li></ul>
  14. Popularity is popular on sharing sites <ul><li>No multi-level menus! </li></ul><ul><li>Navigation = Top100 lists, tag clouds </li></ul>
  15. <ul><li>Did Paul Ford speak too soon? </li></ul>
  16. The sharing imperative
  17. is starting to influence search
  18.  
  19. Sharing compared to search <ul><li>shared by creator </li></ul><ul><li>smaller reach </li></ul><ul><li>higher quality </li></ul><ul><li>centralized repositories </li></ul><ul><li>relatively homogenous </li></ul><ul><li>social activity inside indicates relevancy, popularity </li></ul>
  20. 3. conformity effects in social decisions <ul><li>sequential decisions </li></ul><ul><li>even 3 is enough </li></ul>
  21. How Influence Works The individual Conversion (private acceptance) Independence Counterconformity Information Influence Normative Influence Interpersonal Influence Compliance Social Influence
  22. Social influence in web-based systems <ul><li>Cognitive Diversity </li></ul><ul><li>Independence </li></ul><ul><li>Decentralization </li></ul><ul><li>Easy Aggregation </li></ul>
  23. 3. rich get richer effects at network level
  24. Duncan Watts experiments <ul><li>Two worlds </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Social Influence – 8 separate worlds </li></ul></ul><ul><ul><li>Theory of cumulative advantage </li></ul></ul>
  25. 4. Era of hits is not over
  26. Long tail hypothesis <ul><li>democratized production > more inventory </li></ul><ul><li>democratized distribution > more consumption lowered search costs > reach niches </li></ul>
  27. N Sync vs. lonely girl
  28.  
  29. System designer as studio boss <ul><li>People want a shared reality </li></ul><ul><li>Mechanisms emerge to create trends </li></ul>
  30. Creating trends <ul><li>Everything starts as equal </li></ul><ul><li>People can connect locally </li></ul><ul><li>Highlight alternative viewpoints </li></ul><ul><li>System should be flexible </li></ul>
  31. 3 models of sociality <ul><li>Google </li></ul><ul><li>Digg </li></ul><ul><li>YouTube </li></ul>
  32. Google - Blind sociality <ul><li>less social engagement </li></ul><ul><li>sequential conformity reduced </li></ul>
  33. No way to navigate social network
  34.  
  35.  
  36.  
  37. Digg as a laser beam <ul><li>Focused </li></ul><ul><li>in time </li></ul><ul><li>on tech topics </li></ul><ul><li>young male users </li></ul>
  38. encourages mobs <ul><ul><li>Quick, engaging, transparent metric </li></ul></ul><ul><ul><li>Sequential decisions </li></ul></ul>
  39. Youtube - promiscuous popularity <ul><ul><li>Many metrics </li></ul></ul><ul><ul><li>Different strokes for different folks </li></ul></ul>
  40. 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
  41. Most viewed <ul><li>shown on front page </li></ul><ul><ul><li>content it surfaces </li></ul></ul>
  42. Most favorited & tagged <ul><ul><li>balance individual and social </li></ul></ul><ul><ul><li>reflect back tags in social stream </li></ul></ul><ul><li>main social gesture </li></ul>
  43.  
  44. 10 principles to design for sharing
  45. Forget the ipod!
  46. Give up control This is messy!
  47. 1. Make system personally useful <ul><ul><li>memorable personal snippets (e.g., Del.icio.us & Flickr) </li></ul></ul><ul><ul><li>Self-expression (e.g., Newsvine) </li></ul></ul><ul><ul><li>Social status: Digg </li></ul></ul><ul><li>Don’t count on altruism </li></ul><ul><ul><li>thrive on people’s selfishness </li></ul></ul>
  48.  
  49. 2. Symbiotic relationship between personal & social <ul><li>Small individual contributions </li></ul><ul><ul><li>can be collected and mashed-up </li></ul></ul><ul><ul><li>Simple, guessable URLs for everything </li></ul></ul><ul><li>Personal snippets > Social stream </li></ul><ul><ul><li>Pictures > by Events </li></ul></ul><ul><ul><li>Music > by Playlists </li></ul></ul>
  50. 3. Porous boundary between public & private <ul><li>Personal desktop software vs. social websites </li></ul><ul><li>People will share for the right returns </li></ul><ul><ul><li>defaults to public, can change to private </li></ul></ul><ul><ul><ul><li>user has control individual pieces & sets </li></ul></ul></ul>Privacy settings on Flickr
  51. 4. levels of participation <ul><li>Everyone does not need to create! </li></ul><ul><ul><li>Implicit creation (creating by consuming) </li></ul></ul><ul><ul><li>Remixing—adding value to others’ content </li></ul></ul>Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”
  52. 5. Let people feel presence of others <ul><ul><li>Sense that others are out there </li></ul></ul><ul><ul><li>what paths are worn </li></ul></ul><ul><ul><li>real time updating </li></ul></ul>
  53. 6. and yet, moments of Independence… <ul><li>Choreography: when alone, when part of group </li></ul><ul><li>prevent mobs </li></ul><ul><li>not too easy to mimic others </li></ul><ul><ul><li>incentives for originality </li></ul></ul><ul><ul><li>allow for alternative viewpoints </li></ul></ul>
  54. 7. Add in serendipity <ul><li>navigation not just about popularity </li></ul><ul><ul><li>access to some popular stuff (keep this fast moving) </li></ul></ul><ul><li>make “long tail” accessible </li></ul><ul><ul><li>popularity as a jump off point to other ways of exploring </li></ul></ul><ul><li>personalization & recommendations </li></ul><ul><li>ad-hoc groups? </li></ul>
  55. 8. Complete circle of sharing I share You use it ?
  56. 9. Add in a dash of experts <ul><li>contest on SlideShare: both judges & popular votes </li></ul>
  57. 10. Most of all, allow for play
  58. Finally <ul><li>your slides at </li></ul><ul><li>http://www.slideshare.net/tag/yrb </li></ul><ul><li>find me at </li></ul><ul><li>http://www.slideshare.net/rashmi </li></ul>
  • eallin

    Mar. 1, 2015
  • jairwen

    May. 31, 2013
  • Gaurav_M

    Aug. 2, 2009
  • johansjostrand

    Oct. 25, 2008
  • gravity7

    Oct. 4, 2007
  • noctiangel

    Aug. 10, 2007
  • malpern

    Jul. 7, 2007
  • jayparkhe

    Jul. 6, 2007
  • dilawar

    Jun. 25, 2007
  • luisvilla

    Jun. 20, 2007
  • eovemar

    Jun. 19, 2007
  • oso

    May. 30, 2007
  • heyjudeonline

    May. 30, 2007
  • pierluca.lanzi

    May. 30, 2007
  • kapil

    May. 29, 2007
  • ludef

    May. 29, 2007
  • arvino_mudjiarto

    May. 27, 2007
  • ajay.a

    May. 26, 2007

or how to design for hits Talk about the nature of popularity at Yahoo Research Berkeley on May 25th, 2007

Views

Total views

12,834

On Slideshare

0

From embeds

0

Number of embeds

83

Actions

Downloads

155

Shares

0

Comments

0

Likes

18

×