
Since there are so many good points and examples in the book it's rather impossible to give a short overview of it. Every good point leads to another good point, and I wouldn't want to leave the good points outside the summary :) I don't want to rewrite the book here as well... All in all - I strongly advice to read it and learn the DOs and DONTs in social Web design.
While I can't summarize the book, I decided to make up a reference of points that were inside it (a little bit more than table of contents), just to memorize them better.
Designing for the Social Web
- What's in the book
- The Usage Lifecycle
- Unaware -> Awareness -> Interested
- Interested -> Sign-up -> First-time use
- First-time use -> Return visits -> Regular use
- Regular use -> Emotional attachment -> Passionate use
- The Rise of the Social Web
- The Amazon effect
- The power of Amazon is in customer reviews
- Counter-intuitive economics is based on motivated and self-organized group of people
- New business model where the value is more than money
- The social Web
- Social apps are those that support social interaction
- Humans are social, software should be as well
- Behavior = f ( Personality , Environment ) (Lewin's equation)
- People behave differently in groups than they do individually, and vice versa
- People compare themselves to those in their social groups
- When people are uncertain they rely on social connections to help them out
- People we know greatly influence how we act
- People derive enormous value from social interaction that cannot be accounted for in monetary terms
- Attention economy
- The biggest and the fastest growing Web properties are social
- The Amazon effect
- A Framework for Social Web Design
- The AOF (Activities, Objects, Features) method
- Focus on one and only one primary activity (What your audience is doing)
- Identify the social objects (what are the objects that people interact with while doing that activity)
- Choose the core feature set (what are the actions that people perform on the objects)
- Personal value of software precedes network value (always!)
- Social interaction has a lot of details and nuances, the software should respect that
- Major part of social design is around social objects
- URLs make objects sharable
- URLs make object easier to find and re-find
- URLs allow people to link to the object directly
- Search engines like URLs
- Limit the feature set to minimum that is crucial in order not to over complicate the app
- Don't copy features from competitors
- The AOF (Activities, Objects, Features) method
- Authentic Conversations
- Constantly communicate to people that are using the app
- Show that you care: engaging, awareness of problems, showing interest, apologize when guilty
- Customer service is the new marketing
- Conversation gives more data and feedback
- React positively to negative feedback
- Treat criticism as opportunity
- It's better to think of technology like blogs, forums, and discussion boards as amplifying customer opinion rather than improving it
- Don't wait for conversation: initiate it
- Have a community manager
- Community building isn't about features
- Technology cannot solve people problems
- Design for Sign-up
- 8 seconds to create interest
- Communicate well and to the right people (roles) what the software is about in order to increase any momentum a person brings
- The journalism technique (who is it for, what is it, where can I use it, when can I use it, why is it important to me, how does it work)
- Show who is using the app (social proof, power of authority)
- Give numbers when they are big
- Upon signup, ask only for information that's absolutely necessary and when it's necessary
- Progressively engage people, instead of directly force them to sign-up
- Design for Ongoing Participation
- People participate because of motivation, not money, not features, not advertising
- Identify the right motivations to use
- Create the UI that supports and encourages the motivations
- Identity (needed withing social groups)
- Uniqueness (needs to be emphasized)
- Reciprocity (exchanging for mutual benefit)
- Reputation (what other thing about you)
- Sense of efficacy (good work => positive effect)
- Control (provide a sense of it)
- Ownership (My, Your => responsibility, friendliness, more value [endowment effect])
- Getting two people to cooperate
- Probability of meeting in the future
- Ability to identify each other
- Record of past behaviour
- Design for Collective Intelligence
- ...aggregating the behavior of many people, we can gain novel insights (e.g. digg.com)
- Content is considered more important when it's
- On a home page
- Shown more often
- At the top of the page
- Higher in ranked displays
- Types of aggregation
- Chronological listing
- Popularity within a time range
- Participant ranking
- Collaborative filtering
- Relevance
- Social (friend suggestion)
- User-based views
- Make giving feedback as easy as possible
- Design for Sharing
- Connectors are people who live to share
- Sharers advertise for you
- What sharers say is more powerful than what you say
- Sharers tell you why you're great
- We share to enjoy similar experiences with others
- We share to improve our social status
- Sharing allows to show our affection for others
- We may anticipate reciprocity when we share
- AOF objects should be sharable
- Call for action to share must be convenient and reachable
- Sharing form as simple as possible
- After sharing action is made allow for sharing again (multi sharing)
- The more personal sharing message is the more powerful it is
- Keep statistics if sharing works
- The Funnel Analysis
PS. Note that many of the points above are rewritten "as is" from the book without quotations
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