Building Sites Around Social Objects - Web 2.0 Expo SF 2009
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Transcript of Building Sites Around Social Objects - Web 2.0 Expo SF 2009
Building sites around social objects
Jyri Engeströmzengestrom.com
$580M
Why do so many social Web services fail?
Social network theory is good atrepresenting links between people
- But it doesnʼt explain what connects thoseparticular people and not others
Another tradition of theorizing offers anexplanation of why so many YASNS
ultimately fail
Pierre BourdieuSociologist1930-2002
Yrjö EngeströmActivity theorist
1948-
Bruno LatourActor-network theorist
1947-
Karin Knorr-CetinaSociologist
1944-
Lev VygotskyPsychologist
1896-1934
People donʼt just connect to each other.They connect through a shared object.
From John Thackara: “In the Bubble. Designing in a Complex World.” Used with permission.
From John Thackara: “In the Bubble. Designing in a Complex World.” Used with permission.
When a service fails to offer the usersa way to create new objects of sociality,
they turn the connecting itself into an object
Good servicesallow people to create social objects
that add value
Flickr did it to photosDel.icio.us did it to bookmarks
YouTube did it to video
5 Principles for building object-centered social sites:
1. Define your object
2. Define your verbs
3. Make the objects shareable
4. Turn invitations into gifts
5. Charge the publishers not the spectators
5. Are you charging the publishers or the spectators?
1. What is your object?
2. What are your verbs?
3. How can people share the objects?
4. What is the gift in the invitation?
Quick checklist:
What if all that brainpower was spent on the objects
Travel
Dopplr
On Dopplr the trip itself is the social object
Tripit automated the generation of this object
Travel - comparison
Music
Last. fm turns music tracks into social objects using their audio fingerprint
Soundcloud turns the waveform itself into a social object
Ebay & Amazon turned products into social objects
Thinglink turns the individual item into a social object
Our actions leave traces on the Web
- Some actions we type ourselves- Others are auto-generated
Social peripheral vision
No awareness of other peopleʼs intentions
=Inability to make plans
Sites that publish what people have been doing
Imagine a physical world where we have as much peripheral information at our disposal as in WoW
From Joi Ito http://joi.ito.com
Terminator 2
The Daemon
Marauderʼs map
People transmit updates, kind of like pulsars in space
At Jaiku it felt like we were hacking together a transmitter/receiver
Aggregation at massive scale
Pattern recognition
Detecting nodal points
What should I be aware of thatʼs happening around me?
Was what just happened significant to someone on the network?
What?
Who?
Where?
Just-in-time delivery
Discovery is becoming social
Pagerank “Facerank”?Who links to it? Social proximity (friends
in common)Physical proximity
Shared tasteShared objects
...
Identity OpenIDAuthorization OAuth
Interoperability OpenSocial
Own it, port it, share it
Ok.
1. What is your object?2. What are your verbs?
3. What are your nodal points?
Quick checklist :
Facebook in Realityhttp://www.youtube.com/watch?v=nrlSkU0TFLs