We based the presentation on four different stories that all relate to trust in various ways.

1. 1
Beta
Yahoo Presentation

2. 2
trustmojo.com

3. 3
Blog
Reputation and Fingerspitzgefühl
The System of Reputation
Your Vulnerability Makes Me Trust You
“Can I trust Wikipedia?”
Television vs Web 2.0
Lying Autonomous Agents
Money is Dead
My Friend’s Boss Has Little Relevance To Me

4. 4

5. 5
flickr.com/photos/alexanderljung

6. 6
4
Stories about Trust

7. 7
First Story
Mary & eBay

8. 8
Mary

9. 9
Mary Sells Soft Animals On eBay

10. 10
Trustworthy

11. 11
Investment

12. 12
Deal goes bad

13. 13
Negative feedback

14. 14
!

15. 15
Retaliation?

16. 16
Trustworthy

17. 17
Investment

18. 18
Community value vs personal
risk?

19. 19
eBay lacks negative feedback

20. 20
...and has to much positive

21. 21
Result?

22. 22
Ratings

23. 23
85-99%

24. 24
What has happened?

25. 25
Social cue

26. 26
Objective – deceptive

27. 27
Multi-dimensional phenomena
One-dimensional value
Multi-dimensional social cue

28. 28
Obfuscating the objectivity

29. 29
Need for literacy

30. 30
Summary

31. 31
Second Story
Rating Your Friends

32. 32
Adam

33. 33
The Genius Workshop

34. 34
Ratings arrive

35. 35
“Google has given us (unasked) a new
feature to rate posts. I don’t like it.
Actually, I really hate it. Feel free to
ignore it. In fact, please ignore it. I’m
trying to find out if we can turn it off.”
Ratings arrive

36. 36
?

37. 37
Gemeinschaft
&
Gesellschaft
Tönnies 1887

38. 38
Dichotomies
Gemeinschaft Gesellschaft
Village City
Informal Formal
Quality Quantity
Intimacy Distance
A lot of trust Lack of trust

39. 39
Informal turned into formal

40. 40
Types of trust
Calculus-based trust
&
Identification-based trust

41. 41
Summary

42. 42
Third Story
Granovetter &
Trusted email

43. 43
Jennifer Golbeck & James Hendler

44. 44
TrustMail

45. 45
Rate your contacts

46. 46
Contacts rate their contacts

47. 47
Transitive trust

48. 48
Trust score as relevance

49. 49
Great – my inbox is chaos

50. 50
I need help

51. 51
But...

52. 52
Overall trust score?

53. 53
Cross-context?

54. 54
Post-modern identity

55. 55
Eric

56. 56
Link-Eric
Link-Alex high high Stamp-Mike
Stamp-Eric
high?

57. 57
Trust is not transitive across
different facets of identity

58. 58
Overall trust?

59. 59
Close friends
Friends of Friends
Close Friends
you
me
Weak Tie

60. 60
Summary

61. 61
Fourth Story
Delicious Friends

62. 62
del.icio.us/ericwahlforss

63. 63
Social networking by URL

64. 64
Tagcloud scanning

65. 65
del.icio.us/24thcentury

66. 66
Googlestalking

67. 67
flickr.com/photos/24thcentury

68. 68
“Good Sleuthing. I am, indeed, the
24thcentury on del.icio.us. And this is
the most social I have been involved
with bookmarking.”
Contact

69. 69
?

70. 70
It works

71. 71
I trust you–do you trust me?

72. 72
Trust by similarity

73. 73
In the same boat

74. 74
Summary

75. 75
Moral of all the Stories?

76. 76
No Panacea

77. 77
Trust in trust!

78. 78
Our Research Today

79. 79
“Trust is a mechanism for the reduction
of social complexity.” (N. Luhmann)

80. 80
“One leaves others an opportunity to
harm one when one trusts, and also
shows one’s confidence that they will
not take it.” (A. Bater)

81. 81
Trust Structures
Gemeinschaft and Gesellschaft
Identification- and calculus-based trust
Different contexts – different games
Web services as modern institutions
Case-study on web 2.0 services

82. 82
MicroTrust
“Trust Your Instincts”
The unconscious guide in the complexity of everyday life
Where do I direct my attention?
Too fast to calculate, based on habit and recognition
Low cognitive capacity
Online literacy

83. 83