Designing Social Interfaces: The Social Ecosystem erin malone and
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Designing Social Interfaces: The Social Ecosystem Visualizing the social taxonomy and ecosystem | erin malone and christian crumlish (+ former members of the yahoo! platform design team matt leacock and bryce glass & various barcamp/uncamp attendees) Influences over the years P o t e m k i n V i l l a g e E x B o y f r i en d A n t i - P a t t e r n P a s s w o r d A n t i- P a t t e r n D o n ’t B r e a k E m a i l C a r g o C u l t A n t i - P a t t e r n Identity Engagement Reputation Presence Broadcasting Publishing Collaboration Social Media Collecting Connections Community Management Place Geo Location Social Spaces Self Activities Community Levels Labels Collectible Achievements Temporal Awards Peer-to-peer Awards Points Leaderboard Top X Statistical Evidence Monitoring Friend Ranking Availability Mood Environment Buddy List Statuscasting Microblogging Updates Opt-in Signs of Life Usergallery Who’s Here Now Ambient Intimacy Relationships Find People Add Friends Implicit / Explicit Relationships Fans & Fame Circles of Connections Publicize Relationships Unfriend Norms Manifesting Collective Choices Group Moderation Collaborative Filtering Report Abuse What’s the Story Face-face Meeting Party Calendaring Reminding Geo-Tagging Geo-Mapping Geo-Mashing Neighborhood Mobile - Geo Mobile - Gatherings Mobile - Statuscasting Following Filtering Recommendations Social Search Pivoting Monetize Underpants Gnome Collaboration Manage Project Voting Collaborative Editing Edit this page The Wiki Way Unbook Crowdsourcing Synchronous vs. Asynchronous Sign In to Participate Forums Public Conversation Private Conversation Nudging Group Conversation Flamewars Vendettas Sock-Puppets Identity Profile Profile Decorating Reflectors Identity Cards Attribution Testimonials Avatar Personal Dashboard Sign Up / Register Sign In Sign In Continuity Sign Out Receive Invitation Send Invitation Authorize Private Beta Welcome Area Reengagement Saving Favorites Displaying Add / Subscribe Tag an Object Find with Tags Tag Cloud Blogs - Read Blogs - Publish Microblogging Publishing Rights Terms of Service Licensing Comments Reviews Ratings Favorites Vote to promote Thumbs up / down ratings Soliciting Feedback diagram by erin malone content from Designing Social Interfaces by erin malone and christian crumlish diagram inspired by Nancy Duarte, from her book slide:ology: The Art and Science of Creating Great Presentations Feedback Communicating B e O p e n L e a r n F r o m G a m e s R e s p e c t t h e E t h i c a l D i m e n s i o n P a v e t h e C o w p a t h s T a l k L i k e A P e r s o n Sharing Sharing Bookmarklet Share This Activity Streams Send This Casual Privacy Give Gift Many Publics Social Bookmarking Embedding Ongoing Blogs Photos Interest Groups Influencers Family & Friends Tags Ratings & Reviews Discovery Media Comments Identity & Engagement Organizing & Discovery Relationships Moderation Reputation Participation Self Search Collaboration Conversations Social Media Ecosystem diagram evolved from an original diagram by Bryce Glass, 2007 Inspired by Stewart Butterfield in a blog post from 2003 (http://www.sylloge.com/personal/2003_03_01_s.html#91273866), Matt Webb in 2004 (http://interconnected.org/home/2004/04/28/on_social_software), Peter Morville’s UX Octagons (http://semanticstudios.com/publications/semantics/000029.php), Gene Smith puts forth the Social Media Honeycomb (http://nform.ca/publications/social-software-building-block) (http://www.findability.org/archives/000166.php) as the building blocks for thinking about the parts needed for social softw The Social Media Honeycomb The Flickr Social Ecosystem and User Model Social Media Strategy Building Blocks Social Media Strategy Building Blocks in the Enterprise Created by Bryce Glass in 2005, this ecosystem or user model of flickr has long been an influence on how we thought about clustering social activities around objects. Further thinking by Matt Hodg- son about Social Media in the Enterprise: “Using Stuart French’s terms, a top-down strategy results in mandated interaction, whereas a bottom-up strategy results in spontaneous interaction. The more activity that occurs between the two-sides of objectives and influences the greater the impact on the culture and collaboration factors. I figured that collaboration was likely to be the central concern for an organisation in introduc- ing social computing tools into the enterprise, out of which would come sharing of knowl- edge within silos and across them. I decided that “esteem” was probably the most impor- tant to (many) individuals given it’s “whats-in-it-for-me” factor. Here, French and Raven’s refer- ent power and expert power explicitly reinforces individuals collaboration behaviour.” Participation Ladder Power Law of Participation Power Law of Participation, Ross Mayfield, 2006 Demonstrates the curve of engagement and participa- tion in a community based on typical activities. Participation Ladder Forrester Research, 2006 They have since added a section called “Conversationalists” in an updated version of the ladder. http://forrester.typepad.com/groun dswell/2010/01/conversationalists- get-onto-the-ladder.html The Ladder of Disclosure Knock off of the Participation Ladder - diagrams the level of disclosure for participants in social networking situations Inspired by Gene Smith’s Honeycomb model and Stuart French, who writes about collaboration in the Enterprise, Matt Hodgson (http://magia3e.wordpress.com/) created this model to try and capture cultural and business influences on social media strategy. Blogs Documents Work Groups Management Coworkers Tags Discovery Media Comments Identity & Engagement Organizing & Discovery Relationships Moderation Reputation Participation Self Search Collaboration Conversations Social in the Enterprise diagram evolved from an original diagram by Bryce Glass, 2007 Group Conversations Wikis Group Calendar Activity Stream EDIT ME The Fractal Social Model Fractal social model Christina Wodtke, 2009 From her workshop at Web 2.0 NY http://www.slideshare.net/cwodtke /designing-the-social-web-- web-20-expo-nyc-version Social Design Patterns Social Search Adding friends Managing Community Social Media Event Making Having a lifecycle Self Activities Community Identity Presence Reputation Decorating Claiming Declaring preferences in Profiles Keeping information private Communication Sharing Giving a Gift Collaboration Marketing Feedback Private Messaging Nudging Having exclusive sidebar whispering backchanneling Instant Mesaging E-mailing Skyping Group Messaging Arguing Having Flame Wars Vendetta-ing Sock-Puppeting Participating Forking a group Moderating Groups Leaderboard Rewarding Participatation Controlling Access to Shared Items Forum Behavior Facilitating discussions Chatting in groups Storing Conversation Discovering Conversation Publishing Updating Creating Editing Blogging Microblogging Rich Media Mapping Geo-mapping Abstract mapping Podcasting Remixing Sharing photos Visualizing Data Video Video Editing Watching Videos Videoblogging Viral Video Asking for a Favor Sharing objects Licensing Legal Issues Establishing Urgency Having timeliness Managing Rights Providing Feedback Commenting on an Object Soliciting Feedback Filtering / Attention Circles of intimacy Subscribing to updates Starting a Community Confirming Friendship One-way Following Finding People Networking Dating Flirting Marrying Status-announcing Drunk-dialing Divorcing Cybersex Virtual gifting Watching Stalking Reminding Calendaring Digg This! Creating groups Interest explicitly declared by user Interest implicitly deduced by system Rating Deleting Wiki Gardening Content Molting Stagnation / Linkrot Reviewing Tagging Geotagging Collaboratively Filtering Tags Navigating Tag Clouds Blocking Mashing Up Learning Aggregating Sense-Making Saving Sharing knowledge Lurking Monetizing Spamming Mass-Friending Tag spamming Promoting Announcing Pimping Egoboosting Friend Ranking Monitoring Activity about Me Vanity Searching Egosurfing Judging quality of comment Indicating availability Hiding (appearing logged off) Updating Status Twittering Ambient intimacy Nudging Examples: - users - y! producers - log crawlers - rec. engines - other AKA Domains or Properties Examples: - Movies - Autos - quantitative - stored as integers Example: Adding a 5-star rating to a movie increases the reputation of the movie and as a side effect, increases the karma of the source object (a user). Example: - people - movies - books - book reviews - albums for example: - which car to buy - which movie to see - which review to trust for example: - all cars - all movies for example: - most helpful car reviews - highest rated movies by people who rate movies like me for example: - buying a car - choosing a movie - getting from here to there - being entertained or, - being seen as an expert - being respected - being heard i.e. popularity ratings of a review potentially contain all ratings for this user? potentially track locations of visited by this user? - qualitative - stored as text Will this system be extended to support the notion of a collaborative filter, i.e. “based on your ratings, we recommend:”? - XML - HTML For example: are the reviews: - moderated? - updateable? - multiples reviews allowed? - is authentication required? for example: - vote weight - tangible incentives (prizes) of degree x - for friends, x=1 - for friends of friends, x=2 Examples for “Movies”: - Acting Rating - Comment – Helpful Score Examples: - Rating: 5-stars, 4-stars, letter grades, votes, etc. - Comment: text, optionally filtered for profanity - Review: a collection of 3 ratings and a comment - quantitative People End Users Reviewers Source Objects User IDs Karma User Profiles Reviews Decision Makers Actions Opinions Reputation Statements Reputations Recommendations Things Target Objects Incentives Friends Social Networks Network Filters Ignore Lists Profanity Filter ‘Real’ Preferences Histories Settings Representations Context-specific Names Policies Time Local Karma Manual Karma Global Karma Internal, Private, Global Karma Templates Score Classes Contexts Maps of Side Effects Community Recognition Useful Subset Vast Array of Content Decisions Tasks Filters Goals “Helpful” Recommendations Ratings Comments such as have that make up represented by represented by represented by such as such as act as such as are described by are generated by generate of take potentially recorded in such as stating help inform are captured as contain affecting represented by include contain contain contain contain exist in a act as containers for multiple can be containers such as include are a type of are a type of include describe evaluate are include describe describe the effects on other often affect are made at a given exist in given such as that match their of those with the most of the derived from information associated with could help determine such as improved, personalized act as that have constrained by enables including including contain contain could be designated as by trusted can be can be exists in given have lists of that have associated describes about act as contain contain due to reducing it into a to facilitate enabling supporting acting as acting as use to reduce the burden of evaluating based on to make value judgements of making up the use in the form of in the form of Yahoo! Global Reputation Platform Concept Map – Draft Matt Leacock August 2004 Attributes User : Company (Relationship) User : User (Correspondences) User : User (Correspondences) Issues, Wants, Needs User : Self (Record Keeping) User : Self (Record Keeping) can identify Users Wants, Needs, and Issues Privacy Spam “Leakage” Impersonation Desire to be “Anonymous” Identity Bankrupcy Identity Exhaustion Identity Abandonment Orphaned Identities Nicknames Contact Cards My Information About You Ability to Identify Others Ability to Search for Others Ability to Express Oneself Pseudonyms Anonymous Relationships Companies Accounts Goals Capabilitites Records Responsible Party Data Reputation Personalization Correspondences Account IDs Secure Inability to Recall IDs Difficulty Creating IDs Identity “Baggage” Global Static Stalking Control Trust Identity Theft Local Irreversible Unique Ambigous Recognizeable Propensity to Outgrow IDs Dynamic Discoverable Expressive Login IDs Public IDs Profile Information Permissions Contexts Degrees of Separation Social Networks Facets Subscriptions Rosters People Companies Communities Passwords “who I say I am”/ “who you say you are” “who will vouch for me” i.e. Properties or Products i.e. “Who I am to various groups” e.g. Family, Friends, Co-workers Mom’s Group, Adrenaline Junkies User:User User:Community topical interest groups (Groups) display categories (IM) sync’ing categories (Address Book) i.e. friends, friends of friends, friends of friends of friends, anyone i.e. “what I know about you” combined with “who you say you are” i.e. “my name for you” - Dynamic - Reversible - Local - Unique? - Dynamic - Irreversible - Local - Ambiguous - Static - Irreversible - Global - Unique - Dynamic - Irreversible - Global - Unique Varying degrees: Anonymous to the System: - no Account ID (signed out) - not cookied - not IP-tracked Anonymous to another User: - No Public Profile exposed - a very Ambigous Public Profile exposed “what I’ve done” e.g. interests demographic info contact info account verification info email IM ratings and reviews message boards chat personals subscriptions e.g. Yahoo! should be include users are not using include include include is stored in describe the access rights to include include IDs reduce the issue of IDs are not IDs are not IDs are not IDs are not IDs are not IDs are not IDs reduce the issue of the users’ IDs reduce the issue of the users’ IDs prevent leads to leads to that support or interfere with are when unaddressed, leads to leading to creating IDs contribute to the users’ IDs reduce the issue of IDs can exacerbate IDs exacerbate the users’ exacerbate grant access to (and are stored in) are stored in can be stored in identify should be should be reference can identify contained in makes Public IDs less manage access to increase are assigned to members of defined by define can make use of can be used to define may vary depending on permit automatic updates to make Public IDs less make Public IDs less Recycled IDs that do not have static identifiers come with much of the previous owner’s baggage differentiate between the two users. or “Untraceable” Given one ID, it’s impossible for other users to determine the other IDs used by that same user. (The company must be able to trace the ID, however.) unchanging over time changeable over time, i.e. Renamable Identities that have lost nearly all value opting out of the use of identities due to a combination of frustrations Global to a given company (cross-product) or Global to multiple companies e.g. email addresses, social security numbers, etc. or “Spoofing” IDs help with the IDs help with the IDs help with the IDs help prevent to given include must be containing are tied to managed in provided by have have have acting on behalf of acting on behalf of acting on behalf of make use of make use of make use of make use of with often stored in requiring requiring (often themselves) may wish to be include can be when unaddressed, leads to Poluted Namespace resulting in exacerbate IDs can be more IDs can be more IDs can be more enabled by granted by the existence of with other paired with must be state is desired due to creates a desire to be can be applied to can be applied to different can be applied to different can be used to organize User Identity Version .2 December 2004 Matt Leacock, Platform Design Group 2004 2007 - 2008 2009 2008 2009 - 2010 Social Design Patterns are proven solutions to Organizing & Discovery Relationships Authoring Collaboration Communication Reputation Medium Place / Location Self Social Patterns & Anti-Patterns FTW Principles • Leave Incomplete • Palimpsest • Talk Like a Person • Your vs. My • Be a Game • Ethics Self • Engagement (ex: Sign in Continuity) • Identity • Presence (ex: Statuscasting, Activity Streams) • Reputation (ex: Competitive Spectrum, Lev- els, Labels, Ranking) Actions • Collecting • Broadcasting • Communicating • Feedback (ex: Comments, Vote to Pro- mote) • Sharing (ex: Bookmarklet) • Collaboration (ex: the Wiki Way, Crowdsourcing) • Social Media (ex: Managing Attention) Community • Relationships (ex: Circles of Connection) • Groups (ex: Ridiculously Easy Group Formation) • Community Moderation (ex: Norms, Don’t Feed the Troll) • Place/Geography/Location (ex: Event-Making, Mapping) Other Considerations • Openness • Mobile/Ubiquity • Enterprise Context • Demographics • Games Social Design Antipatterns (or Antisocial Design Patterns) are things that seem like a good idea at the time, bandaids, with known negative consequences. • Password Antipattern • Ex-Boyfriend Bug • Cargo Cult Design • Underpants Gnome • Sock Puppets • Leaderboard (in most contexts) Visualization of social components based on Designing Social Interfaces by Erin Malone and Christian Crumlish. Media Honeycomb. Check out the patterns: http://www.designingsocialinterfaces.com/patterns.wiki Social Media Patterns brainstorm results, with iterations, displayed as a mind-map/taxonomy. One attempt to visualize the range of possible activities around social objects that can lead to relationships. By Christian Crumlish, 2009 Initial visualization sketch inspired by the honeycomb diagram and other ideas.
