Trustmojo Talk at Yahoo Innovation
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We based the presentation on four different stories that all relate to trust in various ways.
Transcript of Trustmojo Talk at Yahoo Innovation
Yahoo Presentation
1
Beta
Blog
3
Reputation and Fingerspitzgefühl
The System of Reputation
Your Vulnerability Makes Me Trust You
“Can I trust Wikipedia?”
Television vs Web 2.0
Lying Autonomous Agents
Money is Dead
My Friend’s Boss Has Little Relevance To Me
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flickr.com/photos/alexanderljung
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Stories about Trust
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First Story Mary & eBay
Mary
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Mary Sells Soft Animals On eBay
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Trustworthy
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Investment
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Deal goes bad
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Negative feedback
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!
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Retaliation?
Trustworthy
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Investment
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Community value vs personal risk?
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eBay lacks negative feedback
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...and has to much positive
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Result?
Ratings
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85-99%
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What has happened?
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Social cue
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Objective – deceptive
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Multi-dimensional phenomenaOne-dimensional value
Multi-dimensional social cue
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Obfuscating the objectivity
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Need for literacy
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Summary
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Second StoryRating Your Friends
Adam
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The Genius Workshop
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Ratings arrive
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Ratings arrive
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“Google has given us (unasked) a new feature to rate posts. I don’t like it. Actually, I really hate it. Feel free to ignore it. In fact, please ignore it. I’m trying to find out if we can turn it off.”
36
?
Tönnies 1887
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Gemeinschaft&
Gesellschaft
Dichotomies
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Village City
Intimacy Distance
Informal Formal
Quality Quantity
A lot of trust Lack of trust
Gemeinschaft Gesellschaft
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Informal turned into formal
Types of trust
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Calculus-based trust&
Identification-based trust
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Summary
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Third Story Granovetter & Trusted email
Jennifer Golbeck & James Hendler
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TrustMail
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Rate your contacts
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Contacts rate their contacts
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Transitive trust
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Trust score as relevance
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Great – my inbox is chaos
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I need help
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But...
Overall trust score?
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Cross-context?
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Post-modern identity
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Eric
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Link-Alex
Link-Eric
Stamp-Mikehigh high
high?
Stamp-Eric
Trust is not transitive across different facets of identity
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Overall trust?
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Close friends
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me you
Close Friends Friends of Friends
Weak Tie
Summary
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Fourth StoryDelicious Friends
del.icio.us/ericwahlforss
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Social networking by URL
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Tagcloud scanning
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del.icio.us/24thcentury
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Googlestalking
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flickr.com/photos/24thcentury
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Contact
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“Good Sleuthing. I am, indeed, the 24thcentury on del.icio.us. And this is the most social I have been involved with bookmarking.”
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?
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It works
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I trust you–do you trust me?
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Trust by similarity
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In the same boat
Summary
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Moral of all the Stories?
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No Panacea
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Trust in trust!
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Our Research Today
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“Trust is a mechanism for the reduction of social complexity.” (N. Luhmann)
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“One leaves others an opportunity to harm one when one trusts, and also shows one’s confidence that they will not take it.” (A. Bater)
Trust Structures
Gemeinschaft and Gesellschaft
Identification- and calculus-based trust
Different contexts – different games
Web services as modern institutions
Case-study on web 2.0 services
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MicroTrust
“Trust Your Instincts”
The unconscious guide in the complexity of everyday life
Where do I direct my attention?
Too fast to calculate, based on habit and recognition
Low cognitive capacity
Online literacy
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