Social Web 3.0

Welcome to Social Web 3.0

- Saving Debbie’s Privacy -

© 2010 Hibe Inc

Hi everyone, my name is Jean Dobey, founder of Hibe.

Over the past few years, we investigated the foundation of our real life social network. Our research shows how Web 2.0 services fail to meet people’s expectations. These findings led us to create a new concept of social networking that correlates our online and offline social lives.

Recently, Paul Adams, senior UX researcher at Google, released his vision of the real life social network. He suggests his work as the foundation for a future of the web. We find that his vision lacks critical perspectives to describe our real life social network.

Here, I explore some of our findings through Debbie’s eyes. I also present what the Social Web 3.0 should be, and what it means for people like Debbie.

Jean Dobey

@jdobey

/jeandobey

/jeandobey

blog.hibe.com

http://www.google.ca/imgres?imgurl=http://www.mathworks.com/products/featured/videos/images/facebook_favicon.gif&imgrefurl=http://www.mathworks.com/products/featured/videos/&usg=__TbMVlBLBHgtwHTeyGNonHqSQzUk=&h=16&w=17&sz=1&hl=en&start=13&itbs=1&tbnid=3hfMTacE9LhA5M:&tbnh=16&tbnw=17&prev=/images?q=facebook+favicon&hl=en&client=firefox-a&rls=org.mozilla:en-US:official&gbv=2&tbs=isch:1

© 2010 Hibe Inc

The Real Life

Social Network

Addendum

Before jumping into the online world, we need to better understand how we behave and share offline.

© 2010 Hibe Inc

Debbie’s Real Life

Social Network

© 2010 Hibe Inc

Hi, I’m Debbie from “The Real Life Social Network v2” Slideshare presentation published by Paul Adams, Senior UX Researcher, Google

© 2010 Hibe Inc

As Paul showed, I divide my social life into audiences.

They are my LA Friends where I used to live…

LA

friends

© 2010 Hibe Inc

my new San Diego Friends where I live now…

LA

friends

San Diego

friends

© 2010 Hibe Inc

my family…

LA

friends

San Diego

friendsFamily

members

© 2010 Hibe Inc

…and my class of 10-year old swimmers.

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

They represent my social network, which I manage with relative ease by behaving and sharing differently with each audience.

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

For my LA friends, I am “LA Debbie” …

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

for my San Diego friends, I am “SD Debbie”…

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

for my Family members, I am “Family Debbie”…

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

…and for my 10-year old swimmers, I am “Teacher Debbie”

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

Aside from my social network, I also behave and sharedifferently with a variety of strangers.

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

For example, every Sunday afternoon at the ball park, I am “Sporty Debbie”…

Ball park

© 2010 Hibe Inc

every Sunday in church, I am “Praying Debbie” …

Ball park Church

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And, even last night, at my first rock concert, I was “Rocking Debbie”.

Ball park Church Rock concert

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These social contexts influence how I interact with such public audiences.

Ball park Church Rock concert

© 2010 Hibe Inc

I can also define more public audiences based on myinterests, beliefs, and life experiences.

Surfers Democrats Mothers

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Fact is, when I am in public, I often model my sharing and behavior from conditions I define or adopt.

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

Conversation in

The Real Life

Social Network

A conversation is always about something.

© 2010 Hibe Inc

When I converse with people, it’s always about something, someone, someplace.

LA

friend

San Diego

friend

Family

member

Swimming

kid

© 2010 Hibe Inc

Not everybody has the same level of interest in what I share. For some, my conversation may be important, for others it may be perceived as noise.

© 2010 Hibe Inc

However, they always have opt-out options to avoid noise. They can either avoid the conversations…

© 2010 Hibe Inc

or they can simply avoid me all together.

© 2010 Hibe Inc

For instance, if I talk too much about my pets and not enough about swimming during class, it will annoy some students. They can make remarks about it, or findanother teacher for the next session.

Annoyed

swimming

kid

OR

© 2010 Hibe Inc

The Real Life

Social Network Is

Dynamic and Complex

That’s where Debbie’s worlds collide.

© 2010 Hibe Inc

One day, my brother went to study at UCLA, and asked me to introduce him to my LA friends…

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

while one of my LA friends moved to San Diego where he hooked up with some of my San Diego friends.

San Diego

friendsFamily

members

Swimming

kids

LA

friends

© 2010 Hibe Inc

Another San Diego friend got married with one of my family members…

Family

members

Swimming

kids

San Diego

friends

LA

friends

© 2010 Hibe Inc

and my nephew joined my swimming class.

Swimming

kids

Family

members

LA

friends

San Diego

friends

© 2010 Hibe Inc

I thought I could simply adapt my sharing behaviornaturally.

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

But life is full of surprises. My audiences keep mixing up overtime…

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

and I am losing control over my network along with my image and privacy.

LA

friends

San Diego

friendsFamily

members

Swimming

kids

© 2010 Hibe Inc

Transparency,

Integrity & Privacy

Debbie needs to make a tough choice; be transparentor be private without losing her integrity.

© 2010 Hibe Inc

Should I simply try to cope with this?

© 2010 Hibe Inc

I can try to cope with the complexity of my overlappedaudiences by adjusting my image and behavior when necessary.

LA

friends

San Diego

friends

Family

members

Swimming

kids

© 2010 Hibe Inc

LA friends

For example, when I talk to my LA friends, I would alter my image and behavior when my brother joins us. I would hide some conversations from him.

LA friends

?

© 2010 Hibe Inc

LA friends LA friends

If more people from other audiences join in, I will keep altering my image and behavior. If this occurs often, my LA friends will not recognize “LA Debbie”anymore.

?

???

?

?

? ?

?

© 2010 Hibe Inc

Problem is, if I keep changing, I will no longer be the “Debbie” people know. I will become superficial and will lack integrity.

LA

friends

San Diego

friends

Swimming

students

Family

members

??

?

?

?

?

? ?

? ?

?

???

?

?

?

?

?

??

??

?

© 2010 Hibe Inc

Or should I simply stop worrying

about my privacy?

© 2010 Hibe Inc

I can stop worrying about my image and privacy and be transparent to everybody. This way, I won’t lack integrity.

LA

friends

San Diego

friends

Family

members

Swimming

kids

© 2010 Hibe Inc

But if I am too transparent, I doubt others will trust mewith their information?

LA

friends

San Diego

friends

Family

members

Swimming

kids

© 2010 Hibe Inc

Should I simply redefine my audiences?

© 2010 Hibe Inc

I realize that my network has changed.

LA

friends

San Diego

friends

Family

members

Swimming

kids

© 2010 Hibe Inc

I can redefine my audiences and portray specific images to them.

© 2010 Hibe Inc

For example, I feel uncomfortable having my LA friends overlapping with my brother.

LA friends

with my brother

© 2010 Hibe Inc

To solve the situation, I divide my “LA friends with my brother” into close LA friends, and other LA friends.

LA friends

with my brother Other LA friendsClose LA friends

© 2010 Hibe Inc

Because my close LA friends already know me as either “Family Debbie” or “LA Debbie”, I will merge them to form “Close LA Debbie”.

© 2010 Hibe Inc

This way, my close LA friends would know me a bit better. They would discover another facet of me and I would not lack integrity.

LA friends

with my brother Other LA friendsClose LA friends

© 2010 Hibe Inc

In the end, more audiences mean more control over my image and my privacy.

© 2010 Hibe Inc

Gossiping Debbie, Debbie Who?, or Private Debbie… I am hesitating. Which “Debbie” should I be? If you were me, which one would you be?

© 2010 Hibe Inc

Identity in The

Real Life Social

Network

People naturally portray specific facets (images)

of their identity to fit specific audiences.

© 2010 Hibe Inc

As a person, I possess one identity. It includes my values, beliefs, interests, affiliations, and everything that makes me unique.

© 2010 Hibe Inc

I can be private with people I have less intimacy with, while sharing more with people close to me.

San Diego

friends

Family

members

© 2010 Hibe Inc

Web 2.0 and the

Real Life Social

Network

Our social life gets more complex every day. Many saw Web 2.0 a possible solution to our problems.

© 2010 Hibe Inc

My real life social network grows and overlaps overtime,

thanks to this highly connected world we live in.

© 2010 Hibe Inc

Family members

The more I segregate my connections, the more complex my audiences become.

LA

friends

San Diego

friends

Co-workers

Swimming

kids

Dentist

Competition

winners

Surfers

Wine lovers

Movie lovers

Boyfriend

Volunteers

Business

contacts

© 2010 Hibe Inc

150

With such a social dynamic, how many facets can I use? Maybe 150. Certainly not an infinite number, at least offline.

© 2010 Hibe Inc

Why do I have to use two systems to share with my personal and professional audiences when they overlap? I have co-workers who are also my friends.

© 2010 Hibe Inc

Why can’t I share tweets, photos and videos in my various audiences? I wish Twitter, Youtube and Flickrwould allow me to do faceting.

© 2010 Hibe Inc

Why should I use a specialized dating service when I can easily meet someone through friends on Facebook or colleagues on LinkedIn? I wish I could use my existing identity on eHarmony.

© 2010 Hibe Inc

Why do I need multiple sites to share with the same audiences from my social lives? I wish Web 2.0 services considered the overlaps of my audiences.

© 2010 Hibe Inc

Web 2.0 services helped me to some extent, but they also created many issues and discrepancies between my online and offline social lives.

Superficial or deep relationships?

Total transparency or privacy?

Where are my audiences?

…

© 2010 Hibe Inc

Welcome to

Social Web 3.0

The next generation of online social networks shouldbetter emulate the way we share and behave offline…

Social Web 3.0

Documents

Transcript of Social Web 3.0