Date post: | 13-Jan-2015 |
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Technology |
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The perils The perils of of popularity popularity (or how to create hits)(or how to create hits)
Rashmi Sinhawww.slideshare.net
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http://www.flickr.com/photo_zoom.gne?id=13051425&size=lhttp://www.flickr.com/photo_zoom.gne?id=13051425&size=l
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social social networksnetworksare evolvingare evolving
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~2002~2002linked in, friendsterlinked in, friendster
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HiHiI found you while I was I found you while I was searching my network at searching my network at LinkedIn. Let's connect LinkedIn. Let's connect directly, so we can help each directly, so we can help each other with referrals. If we other with referrals. If we connect, both of our networks connect, both of our networks will grow…will grow…
04/10/23
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How it works•People connect to each other•Six degrees of separation•“Are you my friend” awkwardness
Just a graph! 1) I am linked to ->
-> to you
--->You are linked to her ->
-> to her…
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~2004~2004object based social networksobject based social networks
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04/10/23
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1) I share my pics ->
-> with you --->
-->You share your pics ->
---> with him
How it works•People share objects | watch others•Connections through objects•Social info streams: emergence of popular, interesting items
Watercooler conversations (mediated by objects, e.g., Flickr, YouTube, SlideShare)
04/10/23
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How it works•Individual to individual to individual•Popularity based navigation track “viral” items
Viral sharing (pass on interesting stuff, e.g., YouTube videos)
1) I send video I like -> -> to you. You pass on -->
--> to her, who sends on
to her, who passes on…
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May 2007May 2007 Facebook - We own the social Facebook - We own the social graph,graph, you bring the objectsFacebook - We own the social Facebook - We own the social graph,graph, you bring the objects
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social app has 3 social app has 3
componentscomponentsthe objects
the social graphthe place
the objectsthe social graph
the place
Can the social graph be Can the social graph be independent of the place & independent of the place & objectsobjects
the graphthe place
the objects
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Nov 2007Nov 2007Can Google set it free?Can Google set it free?
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44 models of models of
popularitypopularityGoogleDiggYouTube, SlideShareFacebook
GoogleDiggYouTube, SlideShareFacebook
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1. Google -1. Google - Blind Blind socialitysocialitySocial network cannot be browsedSocial network cannot be browsed
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Picasa: You cannot see friends of friends
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Google calendar: You can only search public events
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http://www.flickr.com/photo_zoom.gne?id=231287836&size=ohttp://www.flickr.com/photo_zoom.gne?id=231287836&size=o
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2.2. Digg Digg as a as a laser laser beambeamFocused
in timeon tech topicsyoung male users
Focused in timeon tech topicsyoung male users
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encouragesencourages mobsmobsQuick, engaging, transparent metric
Sequential decisions
Quick, engaging, transparent metricSequential decisions
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top diggerstop diggerscan reach front pagerich get richer effect...
can reach front pagerich get richer effect...
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wisdom of wisdom of crowds crowds needs needs
independencindependencee
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3. Youtube - 3. Youtube -
promiscuouspromiscuous
popularitypopularityMany metricsno multi-level menusnavigation by popularity
Many metricsno multi-level menusnavigation by popularity
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Popularity onPopularity on SlideShareSlideShare
Metric Goal
Favorite & tag Remember stuff, tell someone you like their stuff
Comment Interact with others
View Watch it
Embed Share on your blog
Download Keep it on your desktop
Email Share with your friends
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diff strokesdiff strokes for for diff diff folksfolks
most viewedmost favorited & tagged
most viewedmost favorited & tagged
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Long tailLong tail of contentof content
Anyone can shareBut who reaches the masses?
Anyone can shareBut who reaches the masses?
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How hits are createdHow hits are created
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N Sync N Sync vs.vs. lonely girllonely girl
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System System designer designer as as
studio bossstudio boss
We need things to talk about at the watercooler
Hits will find a way!
We need things to talk about at the watercooler
Hits will find a way!
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Creating trendsCreating trendsEverything starts as equalPeople can connect locally
Highlight alternative viewpointsSystem should be flexible
Everything starts as equalPeople can connect locally
Highlight alternative viewpointsSystem should be flexible
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4.4. Viral navigation Viral navigation on Facebookon Facebook
News feed, notifications & messagesIts about social connectionsContent does not get passedApps get passed around
News feed, notifications & messagesIts about social connectionsContent does not get passedApps get passed around
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Making spammers Making spammers of all of us?of all of us?
Tracking spam ratingThrottling as needed
Tracking spam ratingThrottling as needed
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Rules of the game Rules of the game are always are always changingchanging
Changed metricThrottled viral paceStill no leveling of the playing field
Changed metricThrottled viral paceStill no leveling of the playing field
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Popularity breeds Popularity breeds spam & corruptionspam & corruption
Top DiggersSpammy facebook appsNews feed optimization
Top DiggersSpammy facebook appsNews feed optimization
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the metric countsthe metric countsDigg - One transparent metric. Easily corruptedYouTube - Multiple metrics. Harder to rigFacebook - Single metric (no installs). Now daily usage
Digg - One transparent metric. Easily corruptedYouTube - Multiple metrics. Harder to rigFacebook - Single metric (no installs). Now daily usage
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Is search Is search threatened by threatened by
popularity popularity & & virality?virality?
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User generated content
ImagesImagesVideosVideos
SlideshowsSlideshows
MusicMusic
ArticlesArticles
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Flickr based search results
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Pagerank needs Pagerank needs an open weban open webClosed circles don’t workClosed circles don’t work
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10 10 lessons about lessons about social designsocial design
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Forget the ipod!Forget the ipod!
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Give up controlGive up controlThis is messy!This is messy!
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1. Make system1. Make system
personally usefulpersonally usefulpersonal snippets (Del.icio.us & Flickr)Creativity (YouTube)My slides: SlideShare
Don’t count on altruismthrive on people’s selfishness
personal snippets (Del.icio.us & Flickr)Creativity (YouTube)My slides: SlideShare
Don’t count on altruismthrive on people’s selfishness
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2. Symbiotic relationship between2. Symbiotic relationship between
personal & personal & socialsocial
Small individual contributionscan be collected & mashed-upSimple, guessable URLs for everything
Slideshows > by EventsMusic > by Playlists
Small individual contributionscan be collected & mashed-upSimple, guessable URLs for everything
Slideshows > by EventsMusic > by Playlists
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3. what kind of social 3. what kind of social do you want to be?do you want to be?
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Which playground do Which playground do you want to play in?you want to play in?
Open webFacebookMyspace / Hi5 / Xanga / other social networks
Open webFacebookMyspace / Hi5 / Xanga / other social networks
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Do you want your Do you want your own social graph?own social graph?Or play in existing ones?Or play in existing ones?
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4. 4. PrivacyPrivacy is is socialsocialSharing is often in closed circles
Sharing is often in closed circles
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Indexed by Google(everyone/everywhere)
Only me
My friends
My groups
PublicPublic PrivatePrivate
Only in place
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5.5. levels of levels of participationparticipation
Everyone does not need to create!Implicit creation (creating by consuming)Remixing—adding value to others’ content
Everyone does not need to create!Implicit creation (creating by consuming)Remixing—adding value to others’ content
Source: Bradley Horowitz’s weblog, Elatable, Feb. 17, 2006, “Creators, Synthesizers, and Consumers”
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6. Enable 6. Enable viral viral navigationnavigation
Help people connect
Let them feel presence of others
Help people connect
Let them feel presence of others
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but decisions but decisions should be should be independent…independent…
Choreography: when alone, when part of group
prevent mobsnot too easy to mimic othersincentives for originalityallow for alternative viewpoints
Choreography: when alone, when part of group
prevent mobsnot too easy to mimic othersincentives for originalityallow for alternative viewpoints
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7. Add in7. Add in serendipity serendipity navigation not just about popularityKeep popular stuff fast movingmake “long tail” accessiblepopularity as a jump off point to other ways of exploringpersonalization & recommendationsad-hoc groups?
navigation not just about popularityKeep popular stuff fast movingmake “long tail” accessiblepopularity as a jump off point to other ways of exploringpersonalization & recommendationsad-hoc groups?
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8. Add in a8. Add in a dash of dash of expertsexperts
contest on SlideShare: both judges & popular votes
contest on SlideShare: both judges & popular votes
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9. Be agile9. Be agileYou don’t know the right answerFail fast to get to the right answerTrack metrics, adjust, change
You don’t know the right answerFail fast to get to the right answerTrack metrics, adjust, change
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10. Most of all,10. Most of all, allow for allow for playplay
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Finally Finally your slides athttp://www.slideshare.net/group/web-directions
find me at http://www.slideshare.net/rashmi