The perils The perils of of popularity popularity (or how to create hits)(or how to create hits)

Rashmi Sinhawww.slideshare.net

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http://www.flickr.com/photo_zoom.gne?id=13051425&size=lhttp://www.flickr.com/photo_zoom.gne?id=13051425&size=l

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social social networksnetworksare evolvingare evolving

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~2002~2002linked in, friendsterlinked in, friendster

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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…

04/10/23

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

Just a graph! 1) I am linked to ->

-> to you

--->You are linked to her ->

-> to her…

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~2004~2004object based social networksobject based social networks

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04/10/23

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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

Watercooler conversations (mediated by objects, e.g., Flickr, YouTube, SlideShare)

04/10/23

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

Viral sharing (pass 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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May 2007May 2007 Facebook - We own the social Facebook - We own the social graph,graph, you bring the objectsFacebook - We own the social Facebook - We own the social graph,graph, you bring the objects

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social app has 3 social app has 3

componentscomponentsthe objects

the social graphthe place

the objectsthe social graph

the place

Can the social graph be Can the social graph be independent of the place & independent of the place & objectsobjects

the graphthe place

the objects

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Nov 2007Nov 2007Can Google set it free?Can Google set it free?

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44 models of models of

popularitypopularityGoogleDiggYouTube, SlideShareFacebook

GoogleDiggYouTube, SlideShareFacebook

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1. Google -1. Google - Blind Blind socialitysocialitySocial network cannot be browsedSocial network cannot be browsed

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Picasa: You cannot see friends of friends

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Google calendar: You can only search public events

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http://www.flickr.com/photo_zoom.gne?id=231287836&size=ohttp://www.flickr.com/photo_zoom.gne?id=231287836&size=o

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2.2. Digg Digg as a as a laser laser beambeamFocused

in timeon tech topicsyoung male users

Focused in timeon tech topicsyoung male users

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encouragesencourages mobsmobsQuick, engaging, transparent metric

Sequential decisions

Quick, engaging, transparent metricSequential decisions

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top diggerstop diggerscan reach front pagerich get richer effect...

can reach front pagerich get richer effect...

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wisdom of wisdom of crowds crowds needs needs

independencindependencee

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3. Youtube - 3. Youtube -

promiscuouspromiscuous

popularitypopularityMany metricsno multi-level menusnavigation by popularity

Many metricsno multi-level menusnavigation by popularity

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Popularity onPopularity on SlideShareSlideShare

Metric Goal

Favorite & 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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diff strokesdiff strokes for for diff diff folksfolks

most viewedmost favorited & tagged

most viewedmost favorited & tagged

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Long tailLong tail of contentof content

Anyone can shareBut who reaches the masses?

Anyone can shareBut who reaches the masses?

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How hits are createdHow hits are created

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N Sync N Sync vs.vs. lonely girllonely girl

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System System designer designer as as

studio bossstudio boss

We need things to talk about at the watercooler

Hits will find a way!

We need things to talk about at the watercooler

Hits will find a way!

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Creating trendsCreating trendsEverything 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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4.4. Viral navigation Viral navigation on Facebookon Facebook

News feed, notifications & messagesIts about social connectionsContent does not get passedApps get passed around

News feed, notifications & messagesIts about social connectionsContent does not get passedApps get passed around

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Making spammers Making spammers of all of us?of all of us?

Tracking spam ratingThrottling as needed

Tracking spam ratingThrottling as needed

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Rules of the game Rules of the game are always are always changingchanging

Changed metricThrottled viral paceStill no leveling of the playing field

Changed metricThrottled viral paceStill no leveling of the playing field

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Popularity breeds Popularity breeds spam & corruptionspam & corruption

Top DiggersSpammy facebook appsNews feed optimization

Top DiggersSpammy facebook appsNews feed optimization

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the metric countsthe metric countsDigg - One transparent metric. Easily corruptedYouTube - Multiple metrics. Harder to rigFacebook - Single metric (no installs). Now daily usage

Digg - One transparent metric. Easily corruptedYouTube - Multiple metrics. Harder to rigFacebook - Single metric (no installs). Now daily usage

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Is search Is search threatened by threatened by

popularity popularity & & virality?virality?

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User generated content

ImagesImagesVideosVideos

SlideshowsSlideshows

MusicMusic

ArticlesArticles

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Flickr based search results

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Pagerank needs Pagerank needs an open weban open webClosed circles don’t workClosed circles don’t work

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10 10 lessons about lessons about social designsocial design

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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 usefulpersonal snippets (Del.icio.us & Flickr)Creativity (YouTube)My slides: SlideShare

Don’t count on altruismthrive on people’s selfishness

personal snippets (Del.icio.us & Flickr)Creativity (YouTube)My slides: SlideShare

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 & mashed-upSimple, guessable URLs for everything

Slideshows > by EventsMusic > by Playlists

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

Slideshows > by EventsMusic > by Playlists

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3. what kind of social 3. what kind of social do you want to be?do you want to be?

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Which playground do Which playground do you want to play in?you want to play in?

Open webFacebookMyspace / Hi5 / Xanga / other social networks

Open webFacebookMyspace / Hi5 / Xanga / other social networks

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Do you want your Do you want your own social graph?own social graph?Or play in existing ones?Or play in existing ones?

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4. 4. PrivacyPrivacy is is socialsocialSharing is often in closed circles

Sharing is often in closed circles

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Indexed by Google(everyone/everywhere)

Only me

My friends

My groups

PublicPublic PrivatePrivate

Only in place

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5.5. 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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6. Enable 6. Enable viral viral navigationnavigation

Help people connect

Let them feel presence of others

Help people connect

Let them feel presence of others

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but decisions but decisions should be should be independent…independent…

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 popularityKeep popular stuff fast movingmake “long tail” accessiblepopularity as a jump off point to other ways of exploringpersonalization & recommendationsad-hoc groups?

navigation not just about popularityKeep popular stuff fast movingmake “long tail” accessiblepopularity as a 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. Be agile9. Be agileYou don’t know the right answerFail fast to get to the right answerTrack metrics, adjust, change

You don’t know the right answerFail fast to get to the right answerTrack metrics, adjust, change

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10. Most of all,10. Most of all, allow for allow for playplay

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Finally Finally your slides athttp://www.slideshare.net/group/web-directions

find me at http://www.slideshare.net/rashmi