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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 ,[object Object],[object Object],[object Object]
First generation Social Networks (Friendster, LinkedIn…) ,[object Object],[object Object],[object Object],[object Object],1) I am linked to -> -> to you  --->You are linked to her -> -> to her…
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
Object mediated  social networks ,[object Object],[object Object],Coffee Tomatoes
Model a: Watercooler conversations  (around objects e.g., Flickr, Yahoo answers) 1) I share my pics ->   -> with you --->   -->You share your pics -> ---> with him ,[object Object],[object Object],[object Object],[object Object]
Model b: Viral sharing  (passing 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…
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 -> ,[object Object],[object Object],[object Object],[object Object],politics lebanon Global voices politics technology Global voices web JAVA CNN networks blogs science science science brain
Model d: Social news creation  (rating news stories, e.g., digg, Newsvine) 1) I find interesting story   -> you rate story  -->Others rate stories ,[object Object],[object Object],[object Object],5 4
Urban sociality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2. Sharing is  relevant to search ,[object Object]
Popularity  is popular on sharing sites ,[object Object],[object Object]
[object Object]
The sharing imperative
is starting to influence search
 
Sharing  compared to   search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3.  conformity effects  in social decisions ,[object Object],[object Object]
How Influence Works   The  individual Conversion (private  acceptance) Independence Counterconformity Information Influence  Normative Influence Interpersonal Influence Compliance Social Influence
Social influence   in web-based systems ,[object Object],[object Object],[object Object],[object Object]
3.  rich get richer  effects at network level
Duncan Watts  experiments ,[object Object],[object Object],[object Object],[object Object]
4.  Era of hits  is not over
Long tail   hypothesis ,[object Object],[object Object]
N Sync  vs.  lonely girl
 
System designer  as studio boss ,[object Object],[object Object]
Creating trends ,[object Object],[object Object],[object Object],[object Object]
3   models of sociality ,[object Object],[object Object],[object Object]
Google -  Blind sociality ,[object Object],[object Object]
No way to navigate social network
 
 
 
Digg as a laser beam ,[object Object],[object Object],[object Object],[object Object]
encourages   mobs ,[object Object],[object Object]
Youtube -  promiscuous   popularity ,[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
Most viewed ,[object Object],[object Object]
Most  favorited & tagged ,[object Object],[object Object],[object Object]
 
10  principles to design for sharing
Forget the ipod!
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],[object Object]
3. Porous boundary  between public & private ,[object Object],[object Object],[object Object],[object Object],Privacy settings on Flickr
4.  levels of   participation ,[object Object],[object Object],[object Object],Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”
5. Let people feel   presence of others ,[object Object],[object Object],[object Object]
6. and yet,  moments of Independence… ,[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. Complete  circle of sharing I share  You use it ?
9. Add in a  dash of experts ,[object Object]
10. Most of all,  allow for play
Finally  ,[object Object],[object Object],[object Object],[object Object]

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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
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  • 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
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  • 17. is starting to influence search
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  • 21. How Influence Works The individual Conversion (private acceptance) Independence Counterconformity Information Influence Normative Influence Interpersonal Influence Compliance Social Influence
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  • 23. 3. rich get richer effects at network level
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  • 25. 4. Era of hits is not over
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  • 27. N Sync vs. lonely girl
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  • 33. No way to navigate social network
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  • 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
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  • 44. 10 principles to design for sharing
  • 46. Give up control This is messy!
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  • 55. 8. Complete circle of sharing I share You use it ?
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  • 57. 10. Most of all, allow for play
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