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Social Web 2.0 Implications of Social Technologies for Digital Media Shelly Farnham, Ph.D. Com 597 Winter 2007

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Week 9 <ul><li>Social Coordination </li></ul><ul><li>Mobile </li></ul>

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Social Coordination <ul><li>Within my known network/group </li></ul><ul><li>On the large scale, mega collaboration and collective action </li></ul><ul><li>Mobile </li></ul>

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Social Coordination: in my Network <ul><li>Social Goals: </li></ul><ul><ul><li>Socializing: Hang out with friends, share experience pre, during, post </li></ul></ul><ul><ul><li>Coordination: Communication, planning </li></ul></ul><ul><ul><li>Social networking: Get to know new (similar) people </li></ul></ul><ul><ul><li>Belongingness: Sense of connection, belonging </li></ul></ul><ul><ul><li>Smart convergence: go to best places with people I like the most </li></ul></ul><ul><li>Core concepts: </li></ul><ul><ul><li>Address challenge in Bowling Alone: technology as enabling face to face socializing </li></ul></ul><ul><ul><li>Technology integrated with day to day social practices. Don’t “leave” your social activities to use technologies (e.g., desktop) </li></ul></ul><ul><ul><li>Lightweight lightweight lightweight </li></ul></ul>

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Supporting Cycles of Social Events <ul><li>Awareness of people, events </li></ul><ul><li>Communication </li></ul><ul><li>Inviting </li></ul><ul><li>Coordination </li></ul><ul><li>Planning </li></ul>Joe Amy Bob Jen Apart Together Apart (Repeat) Joe Amy Bob Jen Joe Bob Amy Jen <ul><li>Meet </li></ul><ul><li>Socialize </li></ul><ul><li>Experience </li></ul><ul><li>Share </li></ul><ul><li>Awareness </li></ul><ul><li>Communication </li></ul><ul><li>Share </li></ul><ul><li>Re-experience </li></ul><ul><li>Meet </li></ul>Technology Support

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Questionnaire Studies technology and social life People actively using social technologies to communicate with friends. <ul><ul><li>45 people (21 male and 23 female) </li></ul></ul><ul><ul><li>Educated, 30 yrs of age, artists and professionals </li></ul></ul>50 people (32 men, 18 women) 35.5 years old, 90% had at least two years of college

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Questionnaire Studies technology and social life Impact of Use of Technology on Quality of Friendship Relationships Bold = p< .05

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People actively use technologies to coordinate social activities with friends. Percentage of social activities planned through different types of communication. Questionnaire Studies technology and social life

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<ul><li>Where do I go to find people like me doing stuff I also want to do? </li></ul><ul><li>Online: </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Evite </li></ul></ul><ul><ul><li>Meetup </li></ul></ul><ul><ul><li>Event reporting </li></ul></ul><ul><li>Mobile </li></ul>Using Social Technologies for Social Coordination

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Mega Collaboration and Collective Action! <ul><li>Mega-collaboration is the idea that the collective behavior of millions of people can form a constructive environment where value is derived from the mass of actions even though each individual action is done purely for the sake of the individual user. -- http://www.useit.com/alertbox/9708b.html </li></ul><ul><li>Collective action: cooperation and coordination amongst large groups of people towards some goal. </li></ul>

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Mega collaboration in technology: <ul><li>The web! </li></ul><ul><li>Wikipedia </li></ul><ul><li>User generated content, remixed </li></ul>

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Collective action: MoveOn.org <ul><li>Transforming political campaigning </li></ul><ul><li>3.3 million users </li></ul>

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Howard Dean and Meetup <ul><li>140K members in meetups, across the country </li></ul><ul><li>Grass roots collective action </li></ul><ul><ul><li>Coordination from the bottom up </li></ul></ul>

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The September Project

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42 Entertainment <ul><li>Ilovebees </li></ul><ul><li>Goal: building buzz around Halo launch </li></ul><ul><li>¾ million active players </li></ul><ul><li>2.5 million casual players </li></ul>

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Mobile <ul><li>Hyper awareness </li></ul><ul><li>Hyper coordination </li></ul><ul><li>Smart convergence </li></ul>

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CMC, Impact on Peripheral Awareness and Smart Convergence <ul><li>Asychnonous, e.g., email, SMS </li></ul><ul><ul><li>Awareness and coordination over time and place </li></ul></ul><ul><li>Broadcast, e.g., mailing lists </li></ul><ul><ul><li>Awareness and coordination with many people </li></ul></ul><ul><li>Mobile, e.g., cell phones, PDAs </li></ul><ul><ul><li>Hyper-awareness and hyper-coordination (Ling & Yttri): </li></ul></ul><ul><ul><li>in time, in place updates and changes of plans (social spider in her web) </li></ul></ul>

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Mobile -- Social Awareness <ul><li>Mizuko Ito (2001) studies of teen use in Japan: </li></ul><ul><ul><li>Sense of intimacy, always on, always connected, outside tyranny of parental control </li></ul></ul><ul><ul><li>Presence, importance of always being available to social network whether or not co-located </li></ul></ul><ul><ul><li>Maintaining connection and identification with group </li></ul></ul><ul><li>Sara Berg & Alex Taylor (CHI 2003) UK teens: </li></ul><ul><ul><li>Text messages as social exchange, gifts, precious </li></ul></ul><ul><li>Grinter & Eldridge (CHI 2003) UK teens: </li></ul><ul><ul><li>Importance of address book, indicating place in social world, who’s connected to whom </li></ul></ul><ul><ul><li>Teens very aware of who’s in each other’s list, making sure they stay in </li></ul></ul>

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Mobile -- Smart Convergence <ul><li>Smart Mobs: </li></ul><ul><ul><li>Groups that coordinate activities and mobilize at a moments notice, e.g. activists, Star groupies, Flash Mobs </li></ul></ul><ul><ul><ul><li>“ Smart mobs emerge when communication and computing technologies amplify human talents for cooperation” Howard Rheingold </li></ul></ul></ul><ul><li>Swarming: </li></ul><ul><ul><li>“ Linturi, the father of teenage daughters, was one of the first observers of the way young people use text messaging to coordinate their actions: ‘there were endless calls. ‘no, no, it’s changed—we’re not going to this place, we’re going over here. Hurry!’ It’s like a school of fish.’ By the time Linturi and I met in May 2001, the term ‘swarming’ was frequently used by the people I met in Helsinki to describe the cybernegotiated public flocking behavior of texting adolescents.” -- p. 13. Howard Rheingold, Smart Mobs , Perseus 2002 </li></ul></ul>

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Sidekick

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Smartphone

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Flipper: enabling ‘life presence’ through lightweight photo sharing Scott Counts, Rysjard Kott Mobile Flipper Desktop Flipper <ul><li>Current photo sharing : web based, email, photo phone </li></ul><ul><li>Flipper photo sharing : simple, people-centric, persistence, mobile-desktop integration </li></ul><ul><li>Experimental field study : </li></ul><ul><ul><li>Overall: more photos shared, more fun, more social, greater group awareness </li></ul></ul><ul><ul><li>Mobile specific: easier, more fun sharing, viewing; more photos viewed more times </li></ul></ul>Main screen

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Swarm Pedram Keyani, Shelly Farnham in time, in place SMS broadcast communication Coffee Sends <Coffee caffeine?> to swarm Swarm Server Shelly Receives <Shelly: caffeine?> Shelly to coffee: caffeine?

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Swarm Field Study <ul><li>Created group called “party”, 8 to 14 people over 14 weeks, told people for sending reports on social events </li></ul><ul><li>Log from a Saturday Night </li></ul><ul><li>John to party: anybody at Jasons or Nova? Report? </li></ul><ul><li>Kat to party: I am going to Nova </li></ul><ul><li>John to party: Nova report? </li></ul><ul><li>Mary to party: So uh, oh yeah, where is Nova? </li></ul><ul><li>Sally to party: Nova at goldies. we at chac </li></ul><ul><li>Larry to party: dont know anything about Novas…Jasons is pretty mellow </li></ul>(names changed to preserve privacy)

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Field Study message content

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Field Study usage Used primarily weekend nights.

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Field Study impact on social life, at 14 weeks 1 = strongly disagree, 4 = strongly agree

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<ul><li>“ I liked hearing from people I knew, getting little updates. It was like little windows into my friends’ lives.” </li></ul><ul><li>“ I first thought that it would be useless and not fun. Spamming people with party messages didn’t seem like a good idea. Then once I actually heard about a party going on that I didn’t know about, Swarm became cool – I had a great time at the party and would have missed otherwise. One such time is enough to get you addicted.” </li></ul><ul><li>“ it helped me get together with them at a cool place, which I definitely like…I loved it when I was at a party and wanted people to come, I could just fire off a message and a few minutes later, people were on there way from multiple locations.” </li></ul>Field Study open-ended questionnaire responses

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A year deployment <ul><li>“ Party” group still existed and was increasingly used, though capped at 25 people </li></ul><ul><li>Several active splinter groups created by advanced users </li></ul><ul><li>People using multiple groups </li></ul>

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iPhone

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Discussion Points <ul><li>Importance of life stage </li></ul><ul><li>Importance of cultural context </li></ul><ul><li>Social digital divide? </li></ul><ul><li>Always on = always distracted </li></ul>