Building Sites Around Social Objects - Web 2.0 Expo SF 2009

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Text of Building Sites Around Social Objects - Web 2.0 Expo SF 2009

  • Building sites around social objects Jyri Engestrm zengestrom.com
  • $580M
  • Why do so many social Web services fail?
  • Social network theory is good at representing links between people - But it doesnt explain what connects those particular people and not others
  • Another tradition of theorizing offers an explanation of why so many YASNS ultimately fail Bruno Latour Yrj Engestrm Lev Vygotsky Pierre Bourdieu Karin Knorr-Cetina Actor-network theorist Activity theorist Psychologist Sociologist Sociologist 1947- 1948- 1896-1934 1930-2002 1944-
  • People dont 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 users a way to create new objects of sociality, they turn the connecting itself into an object
  • Good services allow people to create social objects that add value
  • Flickr did it to photos Del.icio.us did it to bookmarks YouTube did it to video
  • 5 Principles for building object-centered social sites:
  • 1. Dene your object
  • 2. Dene your verbs
  • 3. Make the objects shareable
  • 4. Turn invitations into gifts
  • 5. Charge the publishers not the spectators
  • Quick checklist: 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? 5. Are you charging the publishers or the spectators?
  • What if all that brainpower was spent on the objects
  • Travel
  • On Dopplr the trip itself is the social object Dopplr
  • Tripit automated the generation of this object
  • Travel - comparison
  • Music Last. fm turns music tracks into social objects using their audio ngerprint
  • 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 peoples 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
  • Marauders 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 thats happening around me?
  • Was what just happened signicant 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 taste Shared objects ...
  • Own it, port it, share it Identity OpenID Authorization OAuth Interoperability OpenSocial
  • Ok.
  • Quick checklist : 1. What is your object? 2. What are your verbs? 3. What are your nodal points?
  • Facebook in Reality http://www.youtube.com/watch?v=nrlSkU0TFLs