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We’re connected.
Now what?
Turning Real Life Behaviors into Social Features.



Some random thoughts from
Stephen P. Anderson
We're Connected, Now What? Turning Real Life Behaviors Into Social Features
mallp
S u
Gro vity
Acti
mallp
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Gro vity
Acti


`
   think about meeting new people, how friendships
  are formed, group dynamics, stories we create, how
   opinions are formed, how we respond to different
  environments, what we expect in different contexts,
    what earns respect, things we value, things we
       frown upon, why we act certain ways, etc.
Thoughts?
We're Connected, Now What? Turning Real Life Behaviors Into Social Features
I’m a Designer.
do  you
  How e a web
 cr eat te that
     or si
a pp    de lig hts
 tr uly ple?
     peo
SUBJECTIVE / QUALITATIVE

         Focused on
Experiences
  (People, Activities, Context)




       Meaningful
     Has personal significance


       Pleasurable
Memorable experience worth sharing


       Convenient                        THIS IS THE “CHASM” THAT IS REALLY, REALLY
                                           HARD FOR ORGANIZATIONS TO CROSS
 Super easy to use, works like I think


            Usable
   Can be used without difficulty


           Reliable
      Is available and accurate


Functional (Useful)
       Works as programmed




         Focused on
          Tasks
       (Products, Features)
  OBJECTIVE / QUANTIFIABLE
Meaningful
     Has personal significance


      Pleasurable
Memorable experience worth sharing


      Convenient                     THIS IS THE
                                       HARD F
Less about design as outcome (UI)

More about design features that tap into
            Meaningful motivations
human behaviors, beliefs, and
              Has personal significance


               Pleasurable
         Memorable experience worth sharing


               Convenient                     THIS IS THE
                                                HARD F
topic:

    Real-world observations about
activities, behaviors, and motivations
are the BEST source of inspiration for
      new social media features.
We're Connected, Now What? Turning Real Life Behaviors Into Social Features
“rewards / levels”




 http://headrush.typepad.com/creating_passionate_users/2005/01/crafting_a_user.html
The best social media
features/sites are rooted in
 natural human behaviors


   qwogfn
Is this going to be a

‘DUH!’
Presentation?
Not only do I think it is an interesting
topic, but I think it is the *only* topic.
Turning real life behaviors into social
features is what this is all about.

Joshua Porter
www.bokardo.com
Why?

   These are powerful motivators.

We learn how to do NEW things based
     on what we already know.

These observations provide a broad
platform for product extensions and
        business innovation.
Big Ideas, 2003.
(c. 2003)
“friendster + craigslist +
everyone’s connected”
N (AND RESTRICTIVE)
   A COMMO                 LOPMENT
    “friendster +
      ACH TO PRO   CT DEVE
                 DUcraigslist +
APPRO
    everyone’s connected”
N (AND RESTRICTIVE)
   A COMMO                 LOPMENT
    “friendster +
      ACH TO PRO   CT DEVE
                 DUcraigslist +
APPRO
    everyone’s connected”

     we proceeded a bit differently...
“commotion”
  http://flickr.com/photos/rinux/155534540/
“commotion”
“access: window shopping”
      http://flickr.com/photos/bjenright/482234869/
“access: visiting”
     http://flickr.com/photos/acidcookie/261808430/
“identity”
http://flickr.com/photos/distinguish/98517600/
“first impressions”
“self-disclosure”
http://flickr.com/photos/joshb/189568624/




                                                        “self-expression”
                                                                            http://flickr.com/photos/powerbook
                                                                                                             trance/266525506/




                                                  24/
                                  omad/1  3531713
                       s/modern_n
           kr.com/photo
http://flic




                                                        http://flickr.com/photos/ksawyer/
                                                        449093831/




                                                                                                                                            /
                                                                                                                        eorgholzer/739686652
                                                                                               http://flickr.com/photos/g
                                       7200767/
      http://flickr.com/photos/janekm/21
http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search#




“advertising as non-intrusive”
http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search#




“advertising as non-intrusive”
http://flickr.com/photos/thevoicewithin/1276763134/




“advertising as non-intrusive”
We captured ‘6 Big Ideas’
Big Idea #1 Self-Expression as a core part of the brand identity
Big Idea #2 Quality vs Quantity as a differentiated brand attribute
(idea of Link or Network Strength)
Big Idea #3 Advertising as non-intrusive
(advertisers get a profile, like everyone else)
Big Idea #4 “Profiles” – not just for individuals
Big Idea #5 Visitors having a large degree of access to the site
(as opposed to a managed tour of the site)
Big Idea #6 “Commotion” related to behavior/high-interest activities
1. specific enough to keep you focused
                 We captured ‘6 Big Ideas’
   Big Idea #1 Self-Expression as a core part of the brand identity
   Big Idea #2 Quality vs Quantity as a differentiated brand attribute
   (idea of Link or Network Strength)
   Big Idea #3 Advertising as non-intrusive
   (advertisers get a profile, like everyone else)
   Big Idea #4 “Profiles” – not just for individuals
   Big Idea #5 Visitors having a large degree of access to the site
   (as opposed to a managed tour of the site)
   Big Idea #6 “Commotion” related to behavior/high-interest activities
1. specific enough to keep you focused
                 We captured ‘6 Big Ideas’
   Big Idea #1 Self-Expression as a core part of the brand identity
2. general enough that you could imagine
   Big Idea #2 Quality vs Quantity as a differentiated brand attribute
   features from these ideas for years to come
   (idea of Link or Network Strength)
   Big Idea #3 Advertising as non-intrusive
   (advertisers get a profile, like everyone else)
   Big Idea #4 “Profiles” – not just for individuals
   Big Idea #5 Visitors having a large degree of access to the site
   (as opposed to a managed tour of the site)
   Big Idea #6 “Commotion” related to behavior/high-interest activities
1. specific enough to keep you focused
                 We captured ‘6 Big Ideas’
   Big Idea #1 Self-Expression as a core part of the brand identity
2. general enough that you could imagine
   Big Idea #2 Quality vs Quantity as a differentiated brand attribute
   features from these ideas for years to come
   (idea of Link or Network Strength)
   Big Idea #3 Advertising as non-intrusive
   (advertisers get a profile, like everyone else)
But more importantly,
   Big Idea #4 “Profiles” – not just for individuals
   Big Idea #5 Visitors having a large degree of access to the site
   (as opposed to a managed tour of the site)
   Big Idea #6 “Commotion” related to behavior/high-interest activities
1. specific enough to keep you focused
                 We captured ‘6 Big Ideas’
   Big Idea #1 Self-Expression as a core part of the brand identity
2. general enough that you could imagine
   Big Idea #2 Quality vs Quantity as a differentiated brand attribute
   features from these ideas for years to come
   (idea of Link or Network Strength)
   Big Idea #3 Advertising as non-intrusive
   (advertisers get a profile, like everyone else)
But more importantly,
   Big Idea #4 “Profiles” – not just for individuals
   Big Idea #5 Visitors having a large degree of access to the site
   (as opposed to a managed tour of the site)
3. rooted in real-world human behaviors
   Big Idea #6 “Commotion” related to behavior/high-interest activities
1. specific enough to keep you focused
                 We captured ‘6 Big Ideas’
   Big Idea #1 Self-Expression as a core part of the brand identity
2. general enough that you could imagine
   Big Idea #2 Quality vs Quantity as a differentiated brand attribute
   features from these ideas for years to come
   (idea of Link or Network Strength)
   Big Idea #3 Advertising as non-intrusive
   (advertisers get a profile, like everyone else)
But more importantly,
   Big Idea #4 “Profiles” – not just for individuals
   Big Idea #5 Visitors having a large degree of access to the site
   (as opposed to a managed tour of the site)
3. rooted in real-world human behaviors
   Big Idea #6 “Commotion” related to behavior/high-interest activities


4. provided a original vision for the company
Ideas, realized
“self-expression”




aesthetic          functional
Which one are you more likely to view? Why?
“commotion”
“exclusivity”
“levels”
“recognition”
“recognition”
“curiosity”
“narrative”
“narrative”
“narrative”
We're Connected, Now What? Turning Real Life Behaviors Into Social Features
“prizes / collections”
            http://flickr.com/photos/larina/160827981/
Ideas, PLanned.
Typical Search Engine:


   Search Input




  Search Results
Typical Search Engine:   Searching with Viewzi


   Search Input             Search Input




                              View Mix




  Search Results
Typical Search Engine:   Searching with Viewzi


   Search Input             Search Input




                              View Mix




  Search Results
Typical Search Engine:   Searching with Viewzi


   Search Input             Search Input




                              View Mix




  Search Results            Results View
Typical Search Engine:   Searching with Viewzi


   Search Input             Search Input




                              View Mix




  Search Results            Results View         Results View   Results View   Results View
serendipity, curiosity,
recognition, and more!
Big Ideas, free
for the taking.
“network strength”
     http://flickr.com/photos/elevated/32694938/
Quantity: How many friends do you have?




  ME                          FRIEND



Quality: Tell me about this relationship?
We're Connected, Now What? Turning Real Life Behaviors Into Social Features
We're Connected, Now What? Turning Real Life Behaviors Into Social Features
We're Connected, Now What? Turning Real Life Behaviors Into Social Features
We're Connected, Now What? Turning Real Life Behaviors Into Social Features
http://www.docuverse.com/blog/-/alias/donpark/6080f857-4784-4679-8e41-c6881ed933ce
RIEND            FRIEND
                                      What about...
                          FRIEND
                                strength of friendship
                                    shared interests
                                      likes/dislikes
                            frequency of communication
                              different circles of friends

         ME                           FRIEND
                                  friends vs followers
                                           etc.




D                                 FRIEND

        FRIEND
RIEND            FRIEND
                                            What about...
                                FRIEND
                                      strength of friendship
                                          shared interests
                                            likes/dislikes
                                  frequency of communication
                                    different circles of friends

         ME                                 FRIEND
                                        friends vs followers
                                                 etc.




                  How do we cultivate deep
D                                      FRIEND
                     friendships online?


        FRIEND
Other ideas, even more vague...
“serendipity”
  http://flickr.com/photos/chuckbiscuito/1553684530/
“social shopping”
    http://flickr.com/photos/xiaming/79139461/
play, as a way of making friends?
       http://flickr.com/photos/christopherl/133532431/
features based on personality types?
Full Circle ‘round
mallp
S u
Gro vity
Acti
mallp
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Gro vity
Acti
Now What?
The best social media
features/sites are rooted in
 natural human behaviors


   qwogfn
5 Sources of Observations:
Any books that make
            observations on
       human behavior
Children
Bounded Rationality
                                                                Buffer effect of Social Support
                                                                Bystander effect
                                                                -C-
                                                                Cannon-Bard Theory of Emotion
                                                                                               Phenome
                                                                Cautious Shift see Risky Shift
                                                                                                  Likelihoo
                                                                Central Route see Elaboration
                                                                Certainty Effect
                                                                                                  Terms
                                                                 Charismatic Terms see Ultimate
                                                                                                 enomen
                                                                 Choice Shift see Risky Shift Ph
                                                                 Choice-supportive bias
                                                                                                 y
http://bokardo.com/archives/psychology-of-social-design-talk/    Choice Theory see Control Theor
                                                                 Classical Conditioning
                                                                 Clustering Illusion
                                                                 Coercion
                                                                                                 Emoti
                                                                 Cognitive Appraisal Theories of



Psychology                                                        Cognitive Dissonance
                                                                  Cognitive Evalution Theory
                                                                  Commitment
                                                                  Communication Accommodation
                                                                                                      The

                                                                  Compensation
                                                                  Confirmation Bias
                                                                  Conjunction Fallacy
                                                                   Consistency Theory
                                                                   Constructivism
                                                                   Contact Hypothesis
                                                                   Control Theory
‘fish out of water’ movies




           (no, seriously!)
(and of course, observation)




        http://flickr.com/photos/saturnism/132805092/
TAKEAWAY...?
   1. Identify the existing activity,
      behavior, or motivation
   2. Ask quot;is this already being supported
      in softwarequot;?
   3. If it is supported, assess how well it
      is being supported and look for
       holes.
   4. If not supported, ask quot;Can it be?quot;.
   5. If it can, or you think it can, build it.

Thanks, Joshua! www.bokardo.com (Joshua Porter shared these thoughts with me via email)
Thanks!
ME                MY PERSONAL SITE




         THE BEST WAY TO REACH ME



Stephen P. Anderson / www.poetpainter.com

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We're Connected, Now What? Turning Real Life Behaviors Into Social Features

  • 1. We’re connected. Now what? Turning Real Life Behaviors into Social Features. Some random thoughts from Stephen P. Anderson
  • 4. mallp S u Gro vity Acti ` think about meeting new people, how friendships are formed, group dynamics, stories we create, how opinions are formed, how we respond to different environments, what we expect in different contexts, what earns respect, things we value, things we frown upon, why we act certain ways, etc.
  • 8. do you How e a web cr eat te that or si a pp de lig hts tr uly ple? peo
  • 9. SUBJECTIVE / QUALITATIVE Focused on Experiences (People, Activities, Context) Meaningful Has personal significance Pleasurable Memorable experience worth sharing Convenient THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS Super easy to use, works like I think Usable Can be used without difficulty Reliable Is available and accurate Functional (Useful) Works as programmed Focused on Tasks (Products, Features) OBJECTIVE / QUANTIFIABLE
  • 10. Meaningful Has personal significance Pleasurable Memorable experience worth sharing Convenient THIS IS THE HARD F
  • 11. Less about design as outcome (UI) More about design features that tap into Meaningful motivations human behaviors, beliefs, and Has personal significance Pleasurable Memorable experience worth sharing Convenient THIS IS THE HARD F
  • 12. topic: Real-world observations about activities, behaviors, and motivations are the BEST source of inspiration for new social media features.
  • 14. “rewards / levels” http://headrush.typepad.com/creating_passionate_users/2005/01/crafting_a_user.html
  • 15. The best social media features/sites are rooted in natural human behaviors qwogfn
  • 16. Is this going to be a ‘DUH!’ Presentation?
  • 17. Not only do I think it is an interesting topic, but I think it is the *only* topic. Turning real life behaviors into social features is what this is all about. Joshua Porter www.bokardo.com
  • 18. Why? These are powerful motivators. We learn how to do NEW things based on what we already know. These observations provide a broad platform for product extensions and business innovation.
  • 21. “friendster + craigslist + everyone’s connected”
  • 22. N (AND RESTRICTIVE) A COMMO LOPMENT “friendster + ACH TO PRO CT DEVE DUcraigslist + APPRO everyone’s connected”
  • 23. N (AND RESTRICTIVE) A COMMO LOPMENT “friendster + ACH TO PRO CT DEVE DUcraigslist + APPRO everyone’s connected” we proceeded a bit differently...
  • 26. “access: window shopping” http://flickr.com/photos/bjenright/482234869/
  • 27. “access: visiting” http://flickr.com/photos/acidcookie/261808430/
  • 31. http://flickr.com/photos/joshb/189568624/ “self-expression” http://flickr.com/photos/powerbook trance/266525506/ 24/ omad/1 3531713 s/modern_n kr.com/photo http://flic http://flickr.com/photos/ksawyer/ 449093831/ / eorgholzer/739686652 http://flickr.com/photos/g 7200767/ http://flickr.com/photos/janekm/21
  • 35. We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity Big Idea #2 Quality vs Quantity as a differentiated brand attribute (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities
  • 36. 1. specific enough to keep you focused We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity Big Idea #2 Quality vs Quantity as a differentiated brand attribute (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities
  • 37. 1. specific enough to keep you focused We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity 2. general enough that you could imagine Big Idea #2 Quality vs Quantity as a differentiated brand attribute features from these ideas for years to come (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities
  • 38. 1. specific enough to keep you focused We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity 2. general enough that you could imagine Big Idea #2 Quality vs Quantity as a differentiated brand attribute features from these ideas for years to come (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) But more importantly, Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) Big Idea #6 “Commotion” related to behavior/high-interest activities
  • 39. 1. specific enough to keep you focused We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity 2. general enough that you could imagine Big Idea #2 Quality vs Quantity as a differentiated brand attribute features from these ideas for years to come (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) But more importantly, Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) 3. rooted in real-world human behaviors Big Idea #6 “Commotion” related to behavior/high-interest activities
  • 40. 1. specific enough to keep you focused We captured ‘6 Big Ideas’ Big Idea #1 Self-Expression as a core part of the brand identity 2. general enough that you could imagine Big Idea #2 Quality vs Quantity as a differentiated brand attribute features from these ideas for years to come (idea of Link or Network Strength) Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else) But more importantly, Big Idea #4 “Profiles” – not just for individuals Big Idea #5 Visitors having a large degree of access to the site (as opposed to a managed tour of the site) 3. rooted in real-world human behaviors Big Idea #6 “Commotion” related to behavior/high-interest activities 4. provided a original vision for the company
  • 43. Which one are you more likely to view? Why?
  • 54. “prizes / collections” http://flickr.com/photos/larina/160827981/
  • 56. Typical Search Engine: Search Input Search Results
  • 57. Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results
  • 58. Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results
  • 59. Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results Results View
  • 60. Typical Search Engine: Searching with Viewzi Search Input Search Input View Mix Search Results Results View Results View Results View Results View
  • 62. Big Ideas, free for the taking.
  • 63. “network strength” http://flickr.com/photos/elevated/32694938/
  • 64. Quantity: How many friends do you have? ME FRIEND Quality: Tell me about this relationship?
  • 70. RIEND FRIEND What about... FRIEND strength of friendship shared interests likes/dislikes frequency of communication different circles of friends ME FRIEND friends vs followers etc. D FRIEND FRIEND
  • 71. RIEND FRIEND What about... FRIEND strength of friendship shared interests likes/dislikes frequency of communication different circles of friends ME FRIEND friends vs followers etc. How do we cultivate deep D FRIEND friendships online? FRIEND
  • 72. Other ideas, even more vague...
  • 74. “social shopping” http://flickr.com/photos/xiaming/79139461/
  • 75. play, as a way of making friends? http://flickr.com/photos/christopherl/133532431/
  • 76. features based on personality types?
  • 81. The best social media features/sites are rooted in natural human behaviors qwogfn
  • 82. 5 Sources of Observations:
  • 83. Any books that make observations on human behavior
  • 85. Bounded Rationality Buffer effect of Social Support Bystander effect -C- Cannon-Bard Theory of Emotion Phenome Cautious Shift see Risky Shift Likelihoo Central Route see Elaboration Certainty Effect Terms Charismatic Terms see Ultimate enomen Choice Shift see Risky Shift Ph Choice-supportive bias y http://bokardo.com/archives/psychology-of-social-design-talk/ Choice Theory see Control Theor Classical Conditioning Clustering Illusion Coercion Emoti Cognitive Appraisal Theories of Psychology Cognitive Dissonance Cognitive Evalution Theory Commitment Communication Accommodation The Compensation Confirmation Bias Conjunction Fallacy Consistency Theory Constructivism Contact Hypothesis Control Theory
  • 86. ‘fish out of water’ movies (no, seriously!)
  • 87. (and of course, observation) http://flickr.com/photos/saturnism/132805092/
  • 88. TAKEAWAY...? 1. Identify the existing activity, behavior, or motivation 2. Ask quot;is this already being supported in softwarequot;? 3. If it is supported, assess how well it is being supported and look for holes. 4. If not supported, ask quot;Can it be?quot;. 5. If it can, or you think it can, build it. Thanks, Joshua! www.bokardo.com (Joshua Porter shared these thoughts with me via email)
  • 90. ME MY PERSONAL SITE THE BEST WAY TO REACH ME Stephen P. Anderson / www.poetpainter.com