The first presentation was more of an read out on the analysis of different social features popular on sites like FaceBook, LinkedIn, Flickr and others. I wish they would have done more of an analysis of which ones actually work, what makes them work and who they work on. Anyhow, the slides are still interesting and can be viewed here.
For me the more interesting presentation was from Christina Wodtke. I've embedded her slides below and here are some of my key takeaways:
"Behavior is a function of a person and his/her environment," this is Christina's theory to social sites. Environment is half the equation and something we can control. Christina shared an interesting analogy that you can follow the same process to designing the architecture of a building as you would a website. For example when you build a wide and open staircase it becomes a natural place for people to take a seat and socialize (for more on this check out A Pattern Language).
Christina identifies 4 motivations for contribution:
- Reciprocity - an example is LinkedIn endorsements, people who ask for endorsements are likely to give an endorsement back. Another example is when fund raising groups send you mailing labels as a gift, by doing so people are more likely to return the favor by opening their wallets.
- Reputation - Cisco's NetPro discussion forum do a good job of this by through a point system.
- Increased Need of Efficacy - The reason people use sites like Digg is because it's an effective way to obtain information they have something to gain.
- Attachment to and Need of a Group - This goes back to Maslow's hierarchy of needs, people want to have a sense of belonging. Then when they build their reputation it increases their self esteem.
- Define your activity (ie. what are your users doing? what do they have to do for you to be successful)
- Identify social objects (ie. videos for Netflix, photos for Flickr)
- Choose your features (ie. sharing, tagging, advice)