1.
Great Expectations:
Sustaining Participation in Social
Media Spaces
Darren Peacock
Angelina Russo

2.
Outline
 Transformations in user and museum expectations
 Birth of the participative web
 New constructs and models of participation
 The tangle of user motivation and rewards
 Designing for sustainable Web 2.0 participation
 Further research

3.
Transformations in user expectations
 Rich interactions
 Authentic experiences
 Personalisation

4.
Museum expectations?

5.
Birth of the participative web
Web 2.0
Participative Web
Social Media/Social web

6.
Constructs of participation
 Participation inequality aka “Participation gap”
 80/20 ‘rule’
 90-9-1 ‘rule’
(aka 1% ‘rule’)

7.
Image:WillMcC:Wikimedia
Commons
Data:Click,BillTancer,2008
0.16%
0.18% 3.5%

8.
Pareto meets the long tail
!
A long tail of participation

9.
Is demographics destiny?

10.
Frameworks for analysing participation
Forrester Research (2007) ‘Participation Ladder’ in Social Technographics

11.
Frameworks for analysing participation
Nina Simon (2008) Hierarchy of Social Participation. Museum 2.0 blog (http://museumtwo.blogspot.com/)

12.
Frameworks for analysing participation

13.
New, dynamic models for understanding
participation are required… now!
 Shift from organisation-centric to user-centric models
 Recognise participation is non-linear and multi-
dimensional
 Get beyond the dichotomy of active and passive
 Account for network and group effects
 Describe the dynamics of an ‘ecology of attention’

14.
The tangle of
user motivation and reward
 Intrinsic vs Extrinsic
 Needs vs goals
 Multi-faceted view of motivation
 Do findings from museum visitor studies apply?
(Lanham, 2006)

15.
Richard Lanham’s: motive spectrum
game

16.
purpose

17.
play
Flickr: SteveEF

18.
 Goal-driven rather than needs-driven explanations
of motivation and behaviour (Bishop)
 New models of user behaviour which take account
of the social dynamics within this space
Models of user motivation in
social media spaces/online communities

19.
Designing for sustainable participation
 Clay Shirky: Here Comes Everybody
3 elements for successful social media spaces
 Promise
 Effective tool
 Acceptable bargain
 Making promises explicit
 Keep the bargain

20.
Further research to understand:
 Stated and implicit assumptions of participation
 Rewards for participation
 Evaluation from the user point of view
 Catering for the needs of the ‘vital few’ and the ‘useful many’
 Leveraging the ‘long tail of participation’
 Links between motivation & reward from user point of view
 Individual motivations and rewards in relation to social
dynamics of groups

21.
Next steps…
 Research partnerships and collaborations
 Application of new models in planning, design
evaluation of museum participation experiences
 Learning from other areas such as social marketing

22.
Thank you!
Darren Peacock
University of South Australia
darren.peacock@unisa.edu.au
Angelina Russo, PhD
Swinburne University
arusso@swin.edu.au

23.
Great Expectations
Sustaining Participation in Social Media Spaces
Darren Peacock
Angelina Russo