1. Community As an Asset by Evgeny Morozov May 10th, 2008

2. 3. 4. 5. 6. 7. 8. New Media and Old Media 9. MSM to New Media 10. 11. Result: Tipping of Media Scales 12. Old vs New 13. Old+New=Social Media 14. From Public Sphere to Networked Public Sphere 15. 16. Networked Reflection 17. Blogsourcing 18. Sharing ideas in Flat vs Round Worlds 19. 20. The Bored at Work Network Hundreds of millions of bored office workers sit in front of computers forwarding emails, blogging, IMing, and playing on social network sites. These distracted corporate employees have accidentally created the Bored at Work Network (BWN) -- a huge people-powered network with greater even reach than traditional networks like CNN, ABC, or the BBC.-Jonah Peretti 21. How many man hours are being spent on playing Solitaire every year? 22. 9 billion 23. How many man hours were spent to build Empire State Building? 24. 7 million 25. Is there a better way to spend one's office time than Solitaire? 26. Google Image Labeler 27. Evolution of Captcha 28. 29. Soylent Green the Soylent Grid team estimates that Digg users could identify an image approximately every 17 seconds. That's far from fast enough for someone hurrying through their shopping. Belongie estimates that five seconds would be an acceptable turnaround time, so GroZi would need 25 times the CAPTCHA-producing power of Digg University of California at San Diego 30. Is human interaction becoming more important as technology gets smarter? 31. Human-based computation It's a technique when a computational process performs its function via outsourcing certain steps to humans (Kosorukoff, 2001) 32. Human-based ComputationIn traditional computation, a human employs a computer to solve a problem: a human provides a formalized problem description to a computer, and receives a solution to interpret.In human-based computation, the roles are often reversed: the computer asks a person or a large number of people to solve a problem, then collects, interprets, and integrates their solutions . 33. What motivates participants in human-based motivation programs? * Receiving a fair share of the result * Direct monetary compensation (e.g. in Amazon's Mechanical turk, ChaCha Search guide) * Desire to diversify their activity (e.g. "people aren't asked in their daily lives to be creative" [1]) * Aesthetic satisfaction * Curiosity, desire to test if it works * Volunteerism, desire to support a cause of the project * Reciprocity, exchange, mutual help * Competitive spirit of a game * Desire to communicate and share knowledge * Desire to share a user innovation to see if someone else can improve on it * Desire to game the system and influence the final result 34. Individual actions are fine; but what about community actions and on a larger scale? 35. 36. 37. Crowdsourcing 38. What is crowdsourcing? ...the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people, in the form of an open call 39. ...but why do we need it? 40. Too much data 41. Too much bad data unstructured/poorly formatted 42. Relevance+Structure Wikipedia=Google, crowdsourced 43. 44. 45. 46. 47. 48. 49. 50. The Old Model 51. No one knows everything, everyone knows something, all knowledge resides in humanity (i.e. networks/communities Pierre Levy, 1997 52. Take Away=Build Networks 53. FLIRT model of Crowdsourcing

F ocus

L anguage

I ncentives

R ules

T ools

C reators

C ritics

C onnectors

C rowds

54. 55. FLIRT model of Crowdsourcing 56. Focus

Issue Area

Scale of collaboration

Depth of user control

57. LANGUAGE

Authenticity

Transparency

Understand & respect

context

customer

Know social objects & emphasize social verbs

Show them youre affected

58. INCENTIVES

Intrinsic

• • Better life

• • Challenge

• • Creativity

• • Satisfying curiosity

• • Learning

• • Fun & Enjoyment

Extrinsic

• Immaterial

• • Fame

• • Recognition (peer & company)

• • Access to channels & resources

• • Reciprocity / community

• Material

• • Own products and services

• • 3rd party offerings

• • Other non-monetary rewards

• • Cash rewards

59. RULES

Communicate: shared focus and objectives

Rules of initiation

Rules of interaction

Rules of intellectual exchange

Manufacturing constraints

Arbitrary rules

spur creativity

60. TOOLS

Platform

• own / 3rd party / hybrid

Tools for creation

• web service / SW / physical devices / ideas

Encourage unexpected use

Skills & knowledge

• required education

Company tools

• harvesting & measuring contribution

• converting it into action

61. CREATORS

Generate original ideas/content

Compete for the best solution

In it for

• the challenge

• learning

• fame

• recognition

• explicit rewards

Key issues

• feed intrinsic motivation

• offer relevant extrinsic motivation

• ensure sufficient level of creative freedom

62. CRITICS & CONNECTORS

Involved in the conversation

Spread the word

Aim to influence a large # of people

Critics

• emphasize opinions

• seek authority among their audience

Connectors

• emphasize sharing

• seek to connect with a large audience

Key issues

• Be transparent & authentic

• Enable effective conversation

• Interact

63. CROWDS

Low-level participation

Activate in key events

The group formerly known as consumers

Communicate mostly with friends

Decide what truly has value and what is useless

Key issues

• eliminate barriers to participation

• show influence in real time

• draw into deeper levels of participation

64. 65. You can't have a successful community project, if you don't understand your community 66. Ladder of Engagement 67. 68. 69. 3 levels of collaboration 1. Lightweight Social Processes 2. Collaborative Information Structures 3. High End Collaboration 70. Lightweight Social Processes Low-barrier social involvement like voting or the recording of personal information 71. Digg.com 72. Last.fm 73. del.icio.us 74. Collaborative Information Structures Core product enhanced by a social component, deeper participation to interact 75. Flickr 76. YouTube 77. Threadless 78. High-end collaborationGroups utilizing systems to make sense and share complex materials and data 79. Wikipedia 80. How do you build a community that works? 81. sense of community1. feelings of membership 2. feelings of influence 3. integration and fulfillment of needs 4. shared emotional connection (McMillan and Chavis, 1986) 82. feelings of membership #arise from the creation of community boundaries #perception of emotinal safety sense of belonging to and #identification withuse of common symbols, language, etc 83. Feelings of membership includes: personal profile pages, "friending" definign groups witin the lagarger group, invitations to groups allow for lots of personal and groups expressiongreet new members and introduce them to others with similar interests 84. feelings of influence #being able to influence group (voice heard) #being able to be influenced by gropup (learning)#feedback responsiveness#rule enforecement and creation by members #maintenance of norms within the group 85. feelings of influence includes: forums, chat, comments, blogging, personalized amilcreate many ways in which members can connect and platforms for expression 86. Integration and fulfillment of needs # feeling of being supported by others # rewards of being a member, such as status, expertise # shared values #feeling of competence within group 87. 88.