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Social Media Experience 7.08. Contents for this class Evaluation of SOC08-weekend –Location? Food & Fun? Timing? Guest lectures: clo, tijs, tom / Other.

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Presentation on theme: "Social Media Experience 7.08. Contents for this class Evaluation of SOC08-weekend –Location? Food & Fun? Timing? Guest lectures: clo, tijs, tom / Other."— Presentation transcript:

1 Social Media Experience 7.08

2 Contents for this class Evaluation of SOC08-weekend –Location? Food & Fun? Timing? Guest lectures: clo, tijs, tom / Other elements Did you find it usefull (& fun)? Two elements on design methodologies –Community Centered Development These basic ideas are our main start. –Social Interaction Design (hat tip to Jeroen)

3 CCD Community Centered Development Method –Those who took the Community class already know about this. –Repitition will however be usefull –Design methodology by Jenny Preece –Specialises in online communities & social computing. Human Computer interaction –Latest work & profile

4 CCD –In 2000 she published “Online Communities: Designing Usability, Supporting Sociability.” –Developers and users have responsibility to plan, guide, and mold communities to support the people in them. Like twentieth-century town planners and architects, community developers can profoundly shape the online community landscape. Attention to sociability and usability will be a big step along the way to ensuring development of successful online communities. –Check for more info

5 CCD Community Centered Development Methodology borrows ideas from User Centered Design. The basic idea of her methodology –Humanity Driven > Community Driven –social “actions” & the software enabling them should be intertwined and are equally important –Close engagement of all stakeholders from the start of the design process –“We shape our buildings, and afterwards our buildings shape us” - Winston Churchill –She beleives in the organic growth of an online community environment Therefore it is wise to think about the roles of community leaders versus the people on the community.

6 CCD Jenny Preece basic idea of an OC is… –People make the community. Group dynamics, needs and roles shape the community. –Purposes people come together for a shared purpose(s). –Policies behavior is governed by group norms, rules and sometimes formal policies. –Software supports and influences community activity.



9 Pillars of participatory community- centered development Sociability Purpose People Policies Usability Dialog & social interaction support Information design Navigation Access

10 CCD Sociability – people purposes policies –A community must stimulate social interaction –good sociability has unambiguous, supportive, social structures. Usability – software & beyond… –human-computer interaction –good usability Consistent controllable predictable

11 CCD Sociability Purpose – provide a clear statement of purpose, brand name, symbol –Why People – support different types of participants and participation, show presence when appropriate, keep participants interested

12 CCD Sociability Policies – guide behavior by providing and encouraging conventions, moderate with policies, support trust and security Joining & leaving requirements By-laws (the internal rules) Codes of practice for communication Rules for moderation Issues of privacy & trust Practies for distinguishing professionally contributed info that can be relied upon Rules for copyright Democracy & free speech in the community

13 CCD Usability Dialog & social interaction support –provide support for communication – icons, reduce typing, visualizations Information design – distinguish between new & old content, different types of content Navigation – support moving around the community, searching messages, moving between modules Access – consider speed of connection, not everyone has most recent technology

14 CCD Consists out of –User-centered design: User > technology Contextual inquiry: understanding the importance of the user context –“staying in context enables us to gather ongoing experience rather than summary experience and concrete data rather dan abstract data” »the context in which a product is used > essential for design »the user is a partner in the design process ~participatory design Continuous iterative develop-and-test-cycles

15 Support evolving community (frequently reassess community needs) Design usability Interaction dialog Navigation Registration froms Feedback Support tools etc Assess community needs Plan Sociability Policies for membership Codes of conduct Security privacy etc

16 CCD Assessing community needs –Identify main users’ activities Spread information Exchange info Discussion Support Entertainment –Analyse users’ tasks Join and leave community Receive & read messages Make & send messages Search for messages, info, other members Trying to locate sources outside the community –Also Internet experience level Technical constraints

17 CCD Analyzing Users tasks –becoming a com member; –quitting the community? –receive messages; –Reading messages; –Writing messages –Sending messages –Searching for info, people, messages… –How can I consult extra sources

18 CCD Planning Sociability –Should it be an open or a closed comunity? Why? –Moderator? How will things be moderated? –Editorial policy? What will it look like? –By laws needed? Extra internal laws needed? Encourage memebers to write them. –Disclaimer Copyright statement, a policy for archiving,… –How to support social interaction (subgroups etc) What kind of subgroups willl/can form? …

19 CCD Planning Sociability and usability –Knowing what (social) tasks users want to perform, knowing what (social) needs they have [SOCIABILITY] what will be the best way to design, glue together,... an environment supporting them? [USABILITY]

20 CCD vs SXD We will now focus more on Social Interaction Design –Difference (to my opinion)? CCD is focussed on the experience of a group of people; SxD is focussed on the CCD starts from the point of view of the community organiser, SxD starts from the point of view of the member CCD sees “being social” as a neccessary asset, in SxD “being social” is a promise not a neccessity. –So, how to use them? See CCD & SxD both as ways to ask some key questions when developing your design.

21 SXD On Social Interaction Design (SxD) Hat tip to Jeroen... –It’s not a new form of designing –It’s a new way of looking at things –All info derives from Gravity7 ( I will only highlight some elements You must read the rest at the site In the end we will look at web site audits, which can be used as a guidance for building social media

22 SxD We already know what social media are –Social media are not just websites, but are dynamic social systems –Their User Interface is a Social Interface –Their content is people –Their people are contributors –Their contributions communicate –That communication is a form of talk –That talk is informed by design So, key elements: People communicate via talk, this talk is ‘organised, stimulated,...’ via the social environment, the user interface.

23 SxD Shift of Paradigm –From individual users to social practices –User provides content, and content is people –Grounded in the personal, biographical, and the everyday –Personally and socially meaningful activities and mediated forms of talk and interaction New modes of organizing attention –Remember: Ambient interruption/ Tijs’ talk on self promo New forms of value and differentiation –Clo on the “I saw this link first”-feeling New channels for messaging –“What are you doing?” New means of capturing audiences –Viral > spread via network

24 SxD The Social Paradigm –User as a social Self Social media are not so social at all, they are mainly self- centric? User as self-interested and interested in others –All activity is social (visible to some others) –Interaction is Participation –Participation is a form of talk Eg. LastFM > me listening to music is my participation –Talk has new forms and languages Eg Superwall, tagging, poking, nudging,... New forms include posts, comments, reviews, ratings, gestures and tokens, votes, links, badges, video –New forms are distributable and communicable The social coin of exchange > it isn’t good if it can’t be easily distributed

25 SxD Social Interaction –In any social encounter a participant seeks to know: What’s going on? –If the interaction is familiar, s/he will have a sense of: How to proceed What to do next –Users of social media obtain this from the participation of others on the site Eg applications in facebook


27 SxD It’s all talk –Talk is addressed to an audience, of one, two, a group, or a public –Codes and forms of talk organize social media What kind of talk do we have on facebook –Talk is direct (to addressee) or indirect (in front of audience) Striking: lots of “personal” –Semi-private space in lots of online social media environments –Communication technology publishes and archives pages, posts, comments, and media –Interaction technology captures and transmits direct interactions: IM, direct messaging,


29 SxD Themes –The identity of a social media service is thematic –Themes communicate What’s Going On which tells users How to proceed Career networking and passive job search Dating and Flirting Verticals: music, movies, books, pets Shopping, reviewing, “best of” and “new” Classifieds, listings, marketplaces News, feeds, press, blog coverage


31 SxD Activities are Social –Social media are designed around social activities –Activities structure the talk and the action –Activities use participants, context, themes –These organize who talks, about what, what happens, when and how frequently, for how long –All of which must be represented meaningfully –And which must be self-sustaining and alive

32 SxD Users own it –The social media application platform is not in our hands –it must be handed over to users and the community of users –Shift of thinking from “what it does” to “what users do with it” –Users need to feel that it is theirs, need to own it and their relationship to it –Create the system so that it can become what it will mean to each user, and as a result, service the community


34 SxD Common practices on SMPlatform Social practices emerge on social media as use becomes another way of maintaining and participating in relationships –Tell by posting –Show by uploading –Talk by commenting –Seek by querying –Ask by questioning –Opinionate by blogging –Associate by tagging



37 SxD Types of talk –Different kinds of talk form different social practices, identifiable by their common interactions, balance of private and public, levels of participation, etiquette, seriousness, formality, and more They shape the degree to which users refer to and involve themselves as real people in communication Confessions, biographical and personal profiles Flirtations, compliments, friending Advice, recommendations, reviews Opinions and discussions

38 SxD Windows and Views –Views of information, stats, traffic, and activity measure, describe, and show user and audience participation. –Views create aggregate perspective –Users look at views – Windows containing user generated content are a selection of relevant contents –Users take interest in others –clickthroughs, rating, favoriting, friending, tagging, etc



41 SxD Reflections and Mirrors –Social media show users their own activity back to them –Reflections show users their presence to others –Users are interested in how they appear and how they appear to others –Mirrors show users their reflection –Users need to see themselves represented –Users take interest in themselves numbers, ranking, ratings, votes, friends, testimonials, lists, gestures, winks, compliments all reflect upon the user


43 SxD System Feedback –It’s necessary to show users their own actions, particularly the social consequences and reception of their actions –Users need to establish trust in the system’s own functions and features –Users want to feel competent users of the system –The system’s feedback is confirmation of their actions and recognition of their competence –Much system feedback is provided by other users, displayed and organized by design


45 SxD Distribution –Some social media are built as destination sites and “walled city” domains –Some social media extend their presence through widgets, badges, and shared data beyond their domain to the desktop to mobile to other networked device


47 SXD We will take a look at some site audits In these audits some key issues are raised. You can use them as guidelines while building your social media environment You can do these audits on your own, but also by using focus groups to help you in evaluating them.

48 SxD Site objectives and goals – What are your site's objectives, and how well are they being met Perspective: your & user’s All social practices are as you designed it for? –Eg Friendster met Fake-profiles What kind of activity do you wish to facilitate? Is it occurring? –What kind of value does your site provide? To you (company) - To users - To third parties (businesses, advertisers, etc.) To whom are you providing value, and how? What are the social barriers to participation on your site? How well does an individual user experience match your stated goals for user and community participation?


50 SxD Themes – Communicating your theme What is your site about, and does it leverage something that members already talk about? Is it easy for members to see the benefits of participating in your site? Can members see this from what others are doing? Do members naturally talk about the theme or topic your site is built around? What motivates them to participate?


52 SxD What is your site's theme, and does it drive the kind of social participation you anticipated? How does it shape user participation? What kinds of talking and posting support that theme? How familiar are your users with it? Does your site's theme speak directly to users' daily routines or practices? Or does your service ask them to invest, to make a creative stretch, in order to see the value of your site? If so, what individual and social techniques do you use to drive motivation: for individual involvement as well as for social engagement? In other words, do your users see the purpose in doing this socially


54 SxD Seen from the user's perspective, your site's uses depend on what the site does, who's on it, and what they're doing. –What are your site's primary social practices? Do they serve your purposes? –Socializing? –Auto-biographical disclosure? –Establishing personal expertise and talent? –Establishing professional expertise and skill? –Helping others? Abusing others? –Attracting attention through desirability? Looks and poses? Wit and writing? Connectedness and popularity? Activity and participation?



57 SxD Content Organization –Does your site help users find what they need? –What kind of content organization schemes are you using? –Are users encouraged to contribute? –Does your success depend on their motivation to contribute? –If so, what would motivate them? –Perceptions, recognition, acknowledgement? (popularity, celebrity, expertise, trust, etc) –Could a user's contributions be a natural extension of his or her interests? In other words, would using your site, and contributing to it, make sense? –Where else do you obtain content from? –Is your mix of user-generated content and third party feeds, articles, and so on easy to differentiate and navigate? –How and with what effectiveness are you using rich media?

58 SxD Talk –What kinds of talk does your site facilitate? –How does it help users to differentiate themselves? –What are members "asked" to say in front of others? –Does this provide them with a clear means by which to appear interesting to other members? –What kinds of talk earn members the attention of others? –How long, or short, are the runs of talk on your site? –How is the talk self-sustaining? –How does it appeal to user's ongoing attention? –Does it appeal on the basis of its content (fact), its personal appeal (relationships), or something else? –Does your site's navigation support it? –Does your site's organization structure it? –Do your site's tags, directories, lists, and supplemental navigation surface and engage interesting talk? –If your site uses rich media, how well are they embedded in different kinds of talk?

59 SxD Communication –Who are your members talking to? –Why are they (not) talking? –What makes them interested in others –What makes them interesting to others? –How are you using direct interaction tools (IM, winks, messaging)? –How are you using indirect communication tools (posts, comments, compliments)? –What are the barriers to communication on your site? –What are the benefits, rewards, and incentives to and from communication on your site?

60 SxD Member trust and system confidence –How much trust does your site require? –What kind of trust do you establish among members? –Do you use social networking to create trust? –How does your site surface trusted content? –How does it distinguish trusted members? –What commenting, rating, voting or other social participation schemes have you employed to make trust a visible and reliable feature of your service?



63 SxD Transactions –What do your members exchange with one another? –What kind of economy organizes these exchanges? –How do members stand out? –How do members give and take, and what do they give and take? –What kinds of transactions occur directly between members? –What kinds of transactions are conducted "in front" of all members? Groups? Friend networks? –How do you use community policing or normative reinforcement to enable self-sustaining and self- organizing user behaviors? –What token gestures (such as winks, favoriting, hotlisting, compliments) are available to you for the purpose of cementing transactions and their cultural economies and social practices?



66 SxD Distribution –Do you export your content to badges? –Do you use widgets to parcel out small and familiar kinds of social interactions? –Could your content or users be of value to third party sites or services? –If so, how might widgets be used to accomplish this?


68 Assignment Ga een half uur in uw projectgroep zitten. Surf naar Kijk naar de site audits –Overloop ze en zoek naar eerste start van oplossingen voor jullie project. –Of herleid ze tot strategische vragen voor jullie projectopbouw –Zie dit als een eerste brainstorm –De highlights hiervan binnen half uur voor groep Gebruik daarna methodologie voor de opbouw van ganse site

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