SlideShare a Scribd company logo
1 of 17
The Web Now: Social
         Luke Wroblewski
   Principal Designer, Yahoo! Inc.




  IxD Symposium IA Summit 2006 03-23-2006
Definitions

    What is Community?
•
    In 1999…
•
      • Discussion boards, email
        newsletters
    In 2006…
•
      • Tags, ratings, reviews,
        comments, trackbacks, RSS,
        sharing (email, IM),
        distribution, blogs, wikis
    Always…
•
      • People united by shared
        interests or goals




                                     2
What makes up a community?

    Content is King
•
      • Great products create community
      • Great actions (useful features &
        functions)
      • Great interest (compelling content)




    Social Behaviors
•
      • Reputation & Identity
      • One to One, One to many, many to
        many communication
      • Sequences, Rituals, Groups




                                              3
Who’s In a Community?

     Yahoo! Groups Example
•
     Creators
•
              1% of the user population might start a
          •
              group (or a thread within a group)
     Synthesizers
•
              10% of the user population might
          •
              participate actively, and actually author
              content whether starting a thread or
              responding to a thread-in-progress
     Consumers
•
              100% of the user population benefits from
          •
              the activities of the above groups




 * Bradley Horowitz, Yahoo! Research

                                                          4
Why Enable Community?




  Value          human to human interactions
          from




                                         * Images from Flickr

                                                          5
Contribute

     Ratings reviews favorites wikis calendars
  flag

    comments tags discussion boards
                      inline chat




                                                 6
Share

 Email to friend save to list send via IM add
                download trackbacks add to blog
   to my site
                      playlists subscribe invite




                                                   7
Implications: Good

    Filter
•
      • Provide Information about information
      • Organic Popularity
    Original content creation
•
      • Flickr
    Increased Engagement
•
      • Yahoo! Answers
    Invested Customers
•
      • eBay
    Collaborative Innovation
•
      • eBay & PayPal
    Inclusion
•
      • Lego Mindstorms


                                                * Images from Flickr

                                                                 8
Implications: Bad

    Too many “social” features can distract
•
          Blur the focus of the product
      •
    Quality
•
          Splogs, spratings, spags, comment spam,
      •
          trackback spam
          Lightweight interactions = lightweight
      •
          content
    Power Laws
•
          Power participants can become a dominant
      •
          force in the direction of a product
          Power can be abused
      •
          The vocal minority: potential innovation
      •
          hurdle
          Factions vs. Tribes
      •
    Privacy & Exposure
•
          Safety
      •

                                                     * Images from Flickr

                                                                      9
Best Practices




                 * Images from Flickr

                                10
Enable Identity
    Welcome
•
          Pay attention to people
      •
          Flickr, MySpace
      •
    Anonymity can be a death
•
    sentence
          Lack of accountability &
      •
          reputation
    Personal Branding
•
          Nickname
      •
          About/URL
      •
          Images
      •
    Accomplishments
•
          Stuff I’ve Done
      •
          Rewards
      •
    Social Incentive
•
          “You’ve got mail!”
      •




                                     11
Focus on the Epicenter




                                                VS.




Don’t lose sight of primary content and goals



                                                      12
Provide for Creators, Synthesizers, & Consumers




Creators                          Synthesizers                    Consumers



           CSC personality types do not easily migrate between groups
      •
                 Scaling engagement is hard and often inappropriate
             •
           Leverage differences to maintain balance
      •



                                                                              13
Design Systems

    Extensible
•
      • Social applications grow organically
      • Define flexibility upfront
      • Define rules early on
    Think “Ecosystem”
•
      • Movement of content
      • Cycles
    Structured
•
      • Interaction design establishes how a
        community can engage with each
        other and beyond
    Objects & Actions
•


                                               * Pearson Education

                                                              14
15




* http://flickr.com/photos/bryce/58299511/
Constraints Balance Systems

    Quality Control
•
          Lightweight interactions = lightweight
      •
          content
          “Burying the submit button [in community
      •
          Web sites] encourages fewer, but better
          posts.” -Derek Powazek, Design for
          Community, 2001
    Barriers to Entry
•
          quot;The best check on bad behavior is
      •
          identity.” -Mark Zuckerburg, Facebook
          Founder
    Game Design
•
          Embrace Constraints
      •




                                                     16
Questions?


 luke@lukew.com




                  * Images from Flickr

                                 17

More Related Content

What's hot

Designing.for.todays.web
Designing.for.todays.webDesigning.for.todays.web
Designing.for.todays.webNika Stuard
 
Red Shoes Social Media E Book
Red Shoes Social Media E BookRed Shoes Social Media E Book
Red Shoes Social Media E BookKarenRedShoesPR
 
The Top Ten Elements Your Noprofit's Strategic Website Should Have
The Top Ten Elements Your Noprofit's Strategic Website Should HaveThe Top Ten Elements Your Noprofit's Strategic Website Should Have
The Top Ten Elements Your Noprofit's Strategic Website Should Haveguidecreative
 
Guide Series Interactive Design_PastPresentAndFuture
Guide Series Interactive Design_PastPresentAndFutureGuide Series Interactive Design_PastPresentAndFuture
Guide Series Interactive Design_PastPresentAndFutureguidecreative
 
Community Building: Finding Your Way
Community Building: Finding Your WayCommunity Building: Finding Your Way
Community Building: Finding Your WayLou Ordorica
 
Setting The Stage For Extending Our Reach: An Overview Of Web 2.0 Tools And R...
Setting The Stage For Extending Our Reach: An Overview Of Web 2.0 Tools And R...Setting The Stage For Extending Our Reach: An Overview Of Web 2.0 Tools And R...
Setting The Stage For Extending Our Reach: An Overview Of Web 2.0 Tools And R...kennbicknell
 
Kill The Noise - Prioritizing Content for Strategic Nonprofit Websites
Kill The Noise - Prioritizing Content for Strategic Nonprofit WebsitesKill The Noise - Prioritizing Content for Strategic Nonprofit Websites
Kill The Noise - Prioritizing Content for Strategic Nonprofit Websitesguidecreative
 
Should you invest in your Website or social media
Should you invest in your Website or social mediaShould you invest in your Website or social media
Should you invest in your Website or social mediaAlexandre Vandermeersch
 
Harnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community OutreachHarnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community OutreachAlex de Carvalho
 
Abby Bobe Digital Resume
Abby Bobe Digital ResumeAbby Bobe Digital Resume
Abby Bobe Digital ResumeIdalin Bobe
 
What is Digital Comms short
What is Digital Comms shortWhat is Digital Comms short
What is Digital Comms shortIryna Kepych
 

What's hot (13)

Designing.for.todays.web
Designing.for.todays.webDesigning.for.todays.web
Designing.for.todays.web
 
Red Shoes Social Media E Book
Red Shoes Social Media E BookRed Shoes Social Media E Book
Red Shoes Social Media E Book
 
The Top Ten Elements Your Noprofit's Strategic Website Should Have
The Top Ten Elements Your Noprofit's Strategic Website Should HaveThe Top Ten Elements Your Noprofit's Strategic Website Should Have
The Top Ten Elements Your Noprofit's Strategic Website Should Have
 
Guide Series Interactive Design_PastPresentAndFuture
Guide Series Interactive Design_PastPresentAndFutureGuide Series Interactive Design_PastPresentAndFuture
Guide Series Interactive Design_PastPresentAndFuture
 
Community Building: Finding Your Way
Community Building: Finding Your WayCommunity Building: Finding Your Way
Community Building: Finding Your Way
 
Designing Social
Designing SocialDesigning Social
Designing Social
 
Setting The Stage For Extending Our Reach: An Overview Of Web 2.0 Tools And R...
Setting The Stage For Extending Our Reach: An Overview Of Web 2.0 Tools And R...Setting The Stage For Extending Our Reach: An Overview Of Web 2.0 Tools And R...
Setting The Stage For Extending Our Reach: An Overview Of Web 2.0 Tools And R...
 
Kill The Noise - Prioritizing Content for Strategic Nonprofit Websites
Kill The Noise - Prioritizing Content for Strategic Nonprofit WebsitesKill The Noise - Prioritizing Content for Strategic Nonprofit Websites
Kill The Noise - Prioritizing Content for Strategic Nonprofit Websites
 
Should you invest in your Website or social media
Should you invest in your Website or social mediaShould you invest in your Website or social media
Should you invest in your Website or social media
 
Web's Voice
Web's VoiceWeb's Voice
Web's Voice
 
Harnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community OutreachHarnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community Outreach
 
Abby Bobe Digital Resume
Abby Bobe Digital ResumeAbby Bobe Digital Resume
Abby Bobe Digital Resume
 
What is Digital Comms short
What is Digital Comms shortWhat is Digital Comms short
What is Digital Comms short
 

Similar to Social Web Application Design

Swim Lesson 1 Get Off My Facebook
Swim Lesson 1 Get Off My FacebookSwim Lesson 1 Get Off My Facebook
Swim Lesson 1 Get Off My FacebookEmily Reeves Dean
 
Seduction Of The Swarm: Understanding patterns of online participation
Seduction Of The Swarm: Understanding patterns of online participationSeduction Of The Swarm: Understanding patterns of online participation
Seduction Of The Swarm: Understanding patterns of online participationKevin Lim
 
Virtual Worlds As A Competitive Learning Environment
Virtual Worlds As A Competitive Learning EnvironmentVirtual Worlds As A Competitive Learning Environment
Virtual Worlds As A Competitive Learning EnvironmentKevin Feenan
 
Teaching 2.0 Learning & Leading in the Digital Age
Teaching 2.0 Learning & Leading in the Digital AgeTeaching 2.0 Learning & Leading in the Digital Age
Teaching 2.0 Learning & Leading in the Digital AgeMatthew Hayden
 
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...Greg Cangialosi
 
Web 2.0 and e-elearning
Web 2.0 and e-elearningWeb 2.0 and e-elearning
Web 2.0 and e-elearningDavid Wilcox
 
Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...
Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...
Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...Forum One
 
Web 2.0, Social Media and Minnesota Historical Society
Web 2.0, Social Media and Minnesota Historical SocietyWeb 2.0, Social Media and Minnesota Historical Society
Web 2.0, Social Media and Minnesota Historical SocietyMinnesota Historical Society
 
Designing Social Interfaces: 5 Principles, 5 Practices, 5 Anti-Patterns
Designing Social Interfaces: 5 Principles, 5 Practices, 5 Anti-PatternsDesigning Social Interfaces: 5 Principles, 5 Practices, 5 Anti-Patterns
Designing Social Interfaces: 5 Principles, 5 Practices, 5 Anti-PatternsBayCHI
 
Social Media Training Workshop for Small Business
Social Media Training Workshop for Small BusinessSocial Media Training Workshop for Small Business
Social Media Training Workshop for Small BusinessWeb.com
 
Social Tech Training - Power Building Online
Social Tech Training - Power Building OnlineSocial Tech Training - Power Building Online
Social Tech Training - Power Building OnlineJai (Phillip) Djwa
 
Coors Light Facebook OPGA Feb 09
Coors Light Facebook OPGA Feb 09Coors Light Facebook OPGA Feb 09
Coors Light Facebook OPGA Feb 09Mark Thompson
 
Using Web 2 For Communication Workshop
Using Web 2 For Communication   WorkshopUsing Web 2 For Communication   Workshop
Using Web 2 For Communication WorkshopRoy Yabuki
 
Secrets To Getting Your Next Job Using Social Media
Secrets To Getting Your Next Job Using Social MediaSecrets To Getting Your Next Job Using Social Media
Secrets To Getting Your Next Job Using Social MediaChris Bjorklund
 
Social Media Ebook
Social Media Ebook Social Media Ebook
Social Media Ebook Pam Perry
 
SESNY Training Laycock Blogging
SESNY Training Laycock BloggingSESNY Training Laycock Blogging
SESNY Training Laycock BloggingJennifer Laycock
 
Web 2.0 Bloging Expo
Web 2.0 Bloging ExpoWeb 2.0 Bloging Expo
Web 2.0 Bloging Exponickgon
 
8 Principles for Using Social Media Effectively
8 Principles for Using Social Media Effectively8 Principles for Using Social Media Effectively
8 Principles for Using Social Media EffectivelyBeth Kanter
 

Similar to Social Web Application Design (20)

Swim Lesson 1 Get Off My Facebook
Swim Lesson 1 Get Off My FacebookSwim Lesson 1 Get Off My Facebook
Swim Lesson 1 Get Off My Facebook
 
Seduction Of The Swarm: Understanding patterns of online participation
Seduction Of The Swarm: Understanding patterns of online participationSeduction Of The Swarm: Understanding patterns of online participation
Seduction Of The Swarm: Understanding patterns of online participation
 
The Strategist and Social Media
The Strategist and Social MediaThe Strategist and Social Media
The Strategist and Social Media
 
Virtual Worlds As A Competitive Learning Environment
Virtual Worlds As A Competitive Learning EnvironmentVirtual Worlds As A Competitive Learning Environment
Virtual Worlds As A Competitive Learning Environment
 
Teaching 2.0 Learning & Leading in the Digital Age
Teaching 2.0 Learning & Leading in the Digital AgeTeaching 2.0 Learning & Leading in the Digital Age
Teaching 2.0 Learning & Leading in the Digital Age
 
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...
From Inbox to iPod: Meshing Today's Social Media Elements into the Marketing ...
 
Web 2.0 and e-elearning
Web 2.0 and e-elearningWeb 2.0 and e-elearning
Web 2.0 and e-elearning
 
Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...
Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...
Internet Strategic Communications - Presentation for AACN by Chris Wolz, Foru...
 
Web 2.0, Social Media and Minnesota Historical Society
Web 2.0, Social Media and Minnesota Historical SocietyWeb 2.0, Social Media and Minnesota Historical Society
Web 2.0, Social Media and Minnesota Historical Society
 
Designing Social Interfaces: 5 Principles, 5 Practices, 5 Anti-Patterns
Designing Social Interfaces: 5 Principles, 5 Practices, 5 Anti-PatternsDesigning Social Interfaces: 5 Principles, 5 Practices, 5 Anti-Patterns
Designing Social Interfaces: 5 Principles, 5 Practices, 5 Anti-Patterns
 
Social Media Training Workshop for Small Business
Social Media Training Workshop for Small BusinessSocial Media Training Workshop for Small Business
Social Media Training Workshop for Small Business
 
Social Tech Training - Power Building Online
Social Tech Training - Power Building OnlineSocial Tech Training - Power Building Online
Social Tech Training - Power Building Online
 
Coors Light Facebook OPGA Feb 09
Coors Light Facebook OPGA Feb 09Coors Light Facebook OPGA Feb 09
Coors Light Facebook OPGA Feb 09
 
Using Web 2 For Communication Workshop
Using Web 2 For Communication   WorkshopUsing Web 2 For Communication   Workshop
Using Web 2 For Communication Workshop
 
Secrets To Getting Your Next Job Using Social Media
Secrets To Getting Your Next Job Using Social MediaSecrets To Getting Your Next Job Using Social Media
Secrets To Getting Your Next Job Using Social Media
 
Social Media Ebook
Social Media Ebook Social Media Ebook
Social Media Ebook
 
Social Media E Book
Social Media E BookSocial Media E Book
Social Media E Book
 
SESNY Training Laycock Blogging
SESNY Training Laycock BloggingSESNY Training Laycock Blogging
SESNY Training Laycock Blogging
 
Web 2.0 Bloging Expo
Web 2.0 Bloging ExpoWeb 2.0 Bloging Expo
Web 2.0 Bloging Expo
 
8 Principles for Using Social Media Effectively
8 Principles for Using Social Media Effectively8 Principles for Using Social Media Effectively
8 Principles for Using Social Media Effectively
 

Recently uploaded

Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 

Recently uploaded (20)

Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 

Social Web Application Design

  • 1. The Web Now: Social Luke Wroblewski Principal Designer, Yahoo! Inc. IxD Symposium IA Summit 2006 03-23-2006
  • 2. Definitions What is Community? • In 1999… • • Discussion boards, email newsletters In 2006… • • Tags, ratings, reviews, comments, trackbacks, RSS, sharing (email, IM), distribution, blogs, wikis Always… • • People united by shared interests or goals 2
  • 3. What makes up a community? Content is King • • Great products create community • Great actions (useful features & functions) • Great interest (compelling content) Social Behaviors • • Reputation & Identity • One to One, One to many, many to many communication • Sequences, Rituals, Groups 3
  • 4. Who’s In a Community? Yahoo! Groups Example • Creators • 1% of the user population might start a • group (or a thread within a group) Synthesizers • 10% of the user population might • participate actively, and actually author content whether starting a thread or responding to a thread-in-progress Consumers • 100% of the user population benefits from • the activities of the above groups * Bradley Horowitz, Yahoo! Research 4
  • 5. Why Enable Community? Value human to human interactions from * Images from Flickr 5
  • 6. Contribute Ratings reviews favorites wikis calendars flag comments tags discussion boards inline chat 6
  • 7. Share Email to friend save to list send via IM add download trackbacks add to blog to my site playlists subscribe invite 7
  • 8. Implications: Good Filter • • Provide Information about information • Organic Popularity Original content creation • • Flickr Increased Engagement • • Yahoo! Answers Invested Customers • • eBay Collaborative Innovation • • eBay & PayPal Inclusion • • Lego Mindstorms * Images from Flickr 8
  • 9. Implications: Bad Too many “social” features can distract • Blur the focus of the product • Quality • Splogs, spratings, spags, comment spam, • trackback spam Lightweight interactions = lightweight • content Power Laws • Power participants can become a dominant • force in the direction of a product Power can be abused • The vocal minority: potential innovation • hurdle Factions vs. Tribes • Privacy & Exposure • Safety • * Images from Flickr 9
  • 10. Best Practices * Images from Flickr 10
  • 11. Enable Identity Welcome • Pay attention to people • Flickr, MySpace • Anonymity can be a death • sentence Lack of accountability & • reputation Personal Branding • Nickname • About/URL • Images • Accomplishments • Stuff I’ve Done • Rewards • Social Incentive • “You’ve got mail!” • 11
  • 12. Focus on the Epicenter VS. Don’t lose sight of primary content and goals 12
  • 13. Provide for Creators, Synthesizers, & Consumers Creators Synthesizers Consumers CSC personality types do not easily migrate between groups • Scaling engagement is hard and often inappropriate • Leverage differences to maintain balance • 13
  • 14. Design Systems Extensible • • Social applications grow organically • Define flexibility upfront • Define rules early on Think “Ecosystem” • • Movement of content • Cycles Structured • • Interaction design establishes how a community can engage with each other and beyond Objects & Actions • * Pearson Education 14
  • 16. Constraints Balance Systems Quality Control • Lightweight interactions = lightweight • content “Burying the submit button [in community • Web sites] encourages fewer, but better posts.” -Derek Powazek, Design for Community, 2001 Barriers to Entry • quot;The best check on bad behavior is • identity.” -Mark Zuckerburg, Facebook Founder Game Design • Embrace Constraints • 16
  • 17. Questions? luke@lukew.com * Images from Flickr 17