1. Connecting & Interacting through Social Media Joanne Jacobs Interaction Design & Technology Strategy @joannejacobs | joanne@joannejacobs.net Image source: http://www.flickr.com/photos/oskay/4903580359 http://www.flickr.com/photos/oskay/4903580359

2. Index Promise/objectives Early web: search engines as trust agents Later web: Information overload Rise of social: human filters for subject expertise Behavioural economics and search Social media and critical friends Social interaction as learning/evaluation Socially driven influence How to access influencers How to engage influencers Case studies in socially driven trust relationships Implications for trust networks and interaction Questions

3. Promise & objectives Demonstrate how social media optimises our identification of trustworthy sources Show how social technologies facilitate critically valuable networks Plot a path for learning through technology mediated social interaction Image source: http://www.flickr.com/photos/oskay/4903581129 http://www.flickr.com/photos/oskay/4903581129

4. Image source: http://www.flickr.com/photos/paulotavio/3057375124 http://www.flickr.com/photos/paulotavio/3057375124 1.Trust 2.Critical friends & influencers 3.Case studies in social learning

5. SOCIAL EVOLUTION Image source: http://www.flickr.com/photos/tobiastoft/4356852050/ http://www.flickr.com/photos/tobiastoft/4356852050/

6. Early web Search engines as fast indexes Images source: Internet Archive http://web.archive.org/http://web.archive.org/

7. Late 1990s – Early 2000s Information overload Image source: http://www.flickr.com/photos/ursonate/3729697018 http://www.flickr.com/photos/ursonate/3729697018

8. “Web 2.0” Rise of social media (early-mid 2000s) Image source: http://todayinart.com/2011/01/06/16-clean-social-media-icons/ http://todayinart.com/2011/01/06/16-clean-social-media-icons/

9. Image source: http://www.flickr.com/photos/tobiastoft/4356852050/ http://www.flickr.com/photos/tobiastoft/4356852050/ TRUST

10. Trust as a social concept Humans less likely to be 'gamed' than flawed algorithms Can develop relationships with trust sources Trust is proven or shaken by ongoing behaviours Image source: http://www.flickr.com/photos/jdhancock/3842546304 http://www.flickr.com/photos/jdhancock/3842546304

11. Social media Enables discovery of new trust sources Facilitates “orthogonal links” Streamlines access to content Allows feedback, debate on content Image source: http://www.flickr.com/photos/theresasthompson http://www.flickr.com/photos/theresasthompson

12. Social media Human filters + shared experience = improved content access. Image source: http://www.flickr.com/photos/lululemonathletica http://www.flickr.com/photos/lululemonathletica

13. Trust networks Nascent properties Subject to change, based on interactions Require sustenance Form the basis of influence Image source: http://www.flickr.com/photos/jurvetson/2234378275 http://www.flickr.com/photos/jurvetson/2234378275

14. Image source: http://www.flickr.com/photos/tobiastoft/4356852050/ http://www.flickr.com/photos/tobiastoft/4356852050/ CRITICAL FRIENDS AND INFLUENCERS

15. Behavioural economics Influence of social, cognitive and emotional factors on economic decisions. Image source: http://www.flickr.com/photos/pinksherbet/1360614141 http://www.flickr.com/photos/pinksherbet/1360614141

16. Behavioural economics Framing Collective behaviour Efficiency/laziness Contrived/realistic scenarios Opportunities in decisions not taken Image source: http://www.flickr.com/photos/jurvetson/4420838699 http://www.flickr.com/photos/jurvetson/4420838699

17. Kahneman: Thinking, Fast and Slow “Although Humans are not irrational, they often need help to make more accurate judgments and better decisions… Rational people should be free and they should be responsible for taking care of themselves… [But] freedom has a cost, which is borne by individuals who make bad choices and by a society the feels obligated to help them.” (pp 411-12) Source: http://www.amazon.co.uk/Thinking-Fast-Slow-Daniel-Kahneman http://www.amazon.co.uk/Thinking-Fast-Slow-Daniel-Kahneman

18. Fast thinking and trust Trust formed through intuition (fast thinking) as well as shared experiences Social media support communication of shared experiences, improving cognitive ease of decisions about trust (fast thinking) Image source: http://www.flickr.com/photos/schmollmolch http://www.flickr.com/photos/schmollmolch

19. Trust and social technologies Trust crucial for sustainability of online relationships Image source: http://www.flickr.com/photos/fragiletender/564941677 http://www.flickr.com/photos/fragiletender/564941677

20. Social media and critical friends Expectation of critical feedback in social media – not just positive reinforcement Idea development based on collaborative authorship/editing – not critical reception of finished works Image source: http://www.flickr.com/photos/atomicjeep/58710053/ http://www.flickr.com/photos/atomicjeep/58710053/

21. Critical friends = human filters Social technologies enable access to more informed, critical and trustworthy human filters. Image source: http://www.flickr.com/photos/90982314@N00/6414301543/ http://www.flickr.com/photos/90982314@N00/6414301543/

22. Learning through social interaction Socratic thought and social media Social decision making more effective/successful than individual decisions Adaptive thinking facilitated through collaboration Higher order learning skills tapped Image source: http://www.flickr.com/photos/eflon/3271730476 http://www.flickr.com/photos/eflon/3271730476

23. Problems with social High individual investment and slow thinking required for identification of useful sources Cognitive laziness can limit critical value of networks Image source: http://www.flickr.com/photos/pinguino/4081430041 http://www.flickr.com/photos/pinguino/4081430041

24. Socially driven influence Interaction with ideas/brands/products in social networks can act as catalyst for shared experiences Influence not just a matter of brand awareness, but of brand expertise Image source: http://www.flickr.com/photos/27132029@N06/2822971312 http://www.flickr.com/photos/27132029@N06/2822971312

25. How to access influencers Research Referral Direct request (for expertise) Image source: http://www.flickr.com/photos/gsfc/5982663752 http://www.flickr.com/photos/gsfc/5982663752

26. Accessing influencers: Research Social media activity Content production and interactions (online and offline) Sentiment analysis Niche networks Image source: http://www.flickr.com/photos/uggboy/5279534663 http://www.flickr.com/photos/uggboy/5279534663

27. Influencers: Referrals and Requests Referrals: citations and conversations Referrals: friends of friends Referrals: niche network recommendations Requests: Direct requests for experts in a specific field/set of experiences Requests: Celebrity endorsement of influencers Image source: http://www.flickr.com/photos/pagedooley/4699835676 http://www.flickr.com/photos/pagedooley/4699835676

28. Engaging influencers Not celebrities; influence based on history of trustworthy interactions Not advertisers; influence sustained through impartiality Image source: http://www.flickr.com/photos/47489771@N00/2352753067 http://www.flickr.com/photos/47489771@N00/2352753067

29. Engaging influencers Human filters: influencers have developed cognitive ease across their fields of expertise Trust agents: influencers produce trustworthy content and tend to be linked to other trust sources Image source: http://www.flickr.com/photos/linhngan/2833540510/ http://www.flickr.com/photos/linhngan/2833540510/

30. Image source: http://www.flickr.com/photos/tobiastoft/4356852050/ http://www.flickr.com/photos/tobiastoft/4356852050/ CASE STUDIES OF SOCIAL INTERACTION

31. Case studies CORPORATE: CareOne Debt Relief used social media to generate longer buying cycle while improving advice. (Link)Link COMMUNITY: Instructables.com as a marketing vector and to develop a community of users. (Link)Link PROBLEM SOLVING: Game based complex problem resolution. (Link)Link INDUSTRIAL LEARNING: IBM staff-initiated professional development programmes. (Link)Link Image source: http://www.flickr.com/photos/25652278@N03/3626369316 http://www.flickr.com/photos/25652278@N03/3626369316

32. CORPORATE Site existed as Q&A for users of debt recovery services Social introduced to broaden awareness, answer questions > Found that understanding, buy-cycle increased, sense of trust increased with social

33. COMMUNITY Community of makers Questions, comments always possible The more sophisticated the activity, the more likely users will buy from a maker > Trust based on expertise, quality of instruction

34. PROBLEM SOLVING AIDS researchers sought to determine genome structure of HIV for a decade Fold-It game played by gamers wanting to contribute to scientific research Problem solved in 3 weeks > Gamer reputation on line; trust based on expertise. Image source: http://blogs.discovermagazine.com/notrocketscience/2011/09/18/computer-gamers-solve-problem-in-aids-research-that-puzzled- scientists-for-years/ http://blogs.discovermagazine.com/notrocketscience/2011/09/18/computer-gamers-solve-problem-in-aids-research-that-puzzled- scientists-for-years/

35. INDUSTRIAL LEARNING IBM noted need for new leaders’ prof dev but adequate curriculum difficult Used (internal) social media to curate professional development programme > Trust built in firm by ability to contribute to learning

36. Implications for trust networks Technology increasingly being used as a vehicle to test trustworthiness Social technologies, while fallible, offer most promise of uncovering ‘truth’, because reputation is most at risk for sharing inaccurate, untrustworthy ideas. Image source: http://www.flickr.com/photos/legends2k/4865390134 http://www.flickr.com/photos/legends2k/4865390134

37. Technology driven learning Social technologies enable learning based on social negotiation, as well as ongoing verification checks. Image source: http://www.flickr.com/photos/pagedooley/5192063662/ http://www.flickr.com/photos/pagedooley/5192063662/

38. Promise Fulfilment Social media facilitates identification of trustworthy sources Social technologies can act as an acceptable destination and gateway for critical responses Technology-mediated social interaction is the most promising vector for learning in an age where tech is becoming transparent Image source: http://www.flickr.com/photos/oskay/4903581129 http://www.flickr.com/photos/oskay/4903581129

39. Image source: http://www.flickr.com/photos/tobiastoft/4356852050/ http://www.flickr.com/photos/tobiastoft/4356852050/ Questions Unless otherwise specified, all images used in this presentation are Creative Commons images, under an Attribution Licence. Joanne Jacobs Tech Strategy & Interaction Design Ph: 07 948 318 298 Email: joanne@joannejacobs.netjoanne@joannejacobs.net Web: http://joannejacobs.net/http://joannejacobs.net/ Twitter: @joannejacobs Skype: bgsbjj Further reading: Southgate, N. (Nov 2011) Ingrained in the Brain, Research Magazine. Ingrained in the Brain