8/4/2019 Web Reputations-SVPMA Oct2010
1/50
Web Reputations(Avoiding Social Media Landmines in PM)
F. Randall Randy Farmer
8/4/2019 Web Reputations-SVPMA Oct2010
2/50
Also available free on the companion blog & wiki at http://buildingreputation.com
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
3/50
Why Web Reputation Mattersto Product Managers
Increasingly cropping up on your B2C and B2Broadmaps because it creates value
Many reputation models for different needs
But, Choosing poorly can have a disastrousimpacton your products success!
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
4/50
5 things we get wrong about reputation
Its the People, Dummy One Reputation to Rule Them All All I Need is Five Stars Competition is Always Good Negative Karma Will Out the Bad Guys
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
5/50
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
6/50
A conversation
Hi! Bill! Hows the family, Robert?
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
7/50
Our Wendy will be going to Harvard next year!
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
8/50
Really! Im curious why Harvard?
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
9/50
Why, it has the best reputationespecially for law.
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
10/50
Did she consider Yale?
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
11/50
Yes, but we like Harvards proximity.
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
12/50
Wont that be expensive?
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
13/50
Well make tradeoffs if we have to its worth it for mylittle girl!
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
14/50
Reputation Defined
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
15/50
The Reputation Statement
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
16/50
Bill & Roberts Entire Conversation (and Meal!) AreMade of Reputation Statements
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
17/50
People reputation is Karma, and itisspecial
Karma is user reputation within a context Karma is useful for building trust between users, and between a user and the site Karma can be an incentive for participation and contributions Karma is contextual and has limited utility globally. Karma comes in several flavors - Participation, Quality and Robust Karma is complex (via indirect evaluations), and formulation is often opaque Personal karma is displayed only to the owner, good for measuring progress Corporate karma is used by the site to find the very best and very worst users Public karma is displayed to other users, which makes it the hardest to get right
It should be used sparingly
It is hard to understand, isn't expected, and easily confused with contentratings.
It shouldn't be have a socially negative value. It encourages competition in some users, and may discourage others.
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
18/50
Reputation is
information used to make a value judgment
about an object or a person.
everywhere!
hard, but karma is harder!
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
19/50
One Karma To RuleThem All!
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
20/50
Global Karma? We need it, Right?
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
21/50
Case Study: FICO as Global Karma
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
22/50
Lots of Little Karmas vs. One Big Score
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
23/50
So
One Karma To RuleThem All!
Reputation is always in context!
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
24/50
All I Need Is Five Stars
Or Thumbs Up Or Digg-style Voting
Or a Like Button
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
25/50
Interface-First Design
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
26/50
One of these things is not like the others
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
27/50
Consider YouTube
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
28/50
Look Familiar?
http://youtube-global.blogspot.com/2009/09/five-stars-dominate-
ratings.html
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
29/50
Great videos prompt action; anythingless prompts indifference. Thus, theratings system is primarily being used
as a seal of approval, not as aneditorial indicator of what thecommunity thinks about a video.
Shiva Rajaraman, Product Manager
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
30/50
Evolution too far? Like and Dislike
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
31/50
Do You Need a Downvote?
From How To Build Dioramas by Sheperd Paine
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
32/50
So
All I Need Is Five Stars?
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
33/50
Instead
Let the Context Determine the Inputs
Be Sparing Ask for Only What You Need
Downplay the Downvote
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
34/50
Competition is Always Good!
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
35/50
We built a point system intoConsumating because we thought givingdirect feedback to people about their
conduct on the site would encouragethem to be nice to one anotheryou geta thumbs up when you are nice (treat!),and a thumbs down when you are a
douche (electric shock!)
Ben Brown, Internet Rockstar
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
36/50
The Competitive Spectrum
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
37/50
So
Competition is fine if the context calls for it
Dont assume competition where there is
none.
Competition forKarma will generally escalate.
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
38/50
Negative Karma Will Out the BadGuys
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
39/50
The Good Guys and The Bad Guys
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
40/50
Cautionary Tale: A Virtual Mafia Shakedown
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
41/50
Cautionary Tale: A Virtual Mafia Shakedown
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
42/50
Cautionary Tale: A Virtual Mafia Shakedown
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
43/50
Karma Meaninglessness and Bankruptcy
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
44/50
Private Karma: Yahoo! Answers Case Study
Yahoo! Answers community content moderation system results
Metric Baseline Goal Result Improvement
Mean time: fromReport to Removal
18 hours 1 hour? ?
Report evaluationerror rate
10% 10%? ?
Customer care costs100%
$1 million per year10%
$100,000 per year?
?
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
45/50
Private Karma: Yahoo! Answers Case Study
Yahoo! Answers community content moderation system results
Metric Baseline Goal Result Improvement
Mean time: fromReport to Removal
18 hours 1 hour 30 seconds120x goal
2000x baseline
Report evaluationerror rate
10% 10%
8/4/2019 Web Reputations-SVPMA Oct2010
46/50
So
Karma is Complex (built of indirect inputs)
Public Karma is Positive Karma
????Karma Will Out the Bad Guys
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
47/50
Karma is Complex (built of indirect inputs)
Public Karma is Positive Karma
SecretKarma can Out the Bad Guys
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
48/50
8/4/2019 Web Reputations-SVPMA Oct2010
49/50
How Product Managers can cope with WebReputation Systems
Many reputation models for different needs Check out http://buildingreputation.com and/or
get a copy of the book!
Choosing poorly can have a disastrous impactonyour products success!
But you now have some tools for avoiding theworst problems!
2010 F. Randall Farmer & Bryce Glass
8/4/2019 Web Reputations-SVPMA Oct2010
50/50
Any Questions?
2010 F. Randall Farmer & Bryce Glass