Your SlideShare is downloading. ×
  • Like
HCI Korea 2012 Keynote Talk on Model-Driven Research in Social Computing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

HCI Korea 2012 Keynote Talk on Model-Driven Research in Social Computing

  • 685 views
Published

Model-Driven Research in Social Computing …

Model-Driven Research in Social Computing

Research in Augmented Social Cognition is aimed at enhancing the ability of a group of people to remember, think, and reason. Our approach to creating this augmentation or enhancement is primarily model-driven. Our system developments are informed by models such as information scent, sensemaking, information theory, probabilistic models, and more recently, evolutionary dynamic models. These models have been used to understand a wide variety of user behaviors, from individuals interacting with social bookmark search in Delicious and MrTaggy.com to groups of people working on articles in Wikipedia. These models range in complexity from a simple set of assumptions to complex equations describing human and group behaviors.

By studying online social systems such as Google Plus, Twitter, Delicious, and Wikipedia, we further our understanding of how knowledge is constructed in a social context. In this talk, I will illustrate how a model-driven approach could help illuminate the path forward for research in social computing and community knowledge building.

Published in Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
685
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
8
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. HCI Korea 2012 | Invited Talk!Model-Driven Research in Social Computing!!Ed H. Chi!!GoogleResearch!!Work done whileat Palo AltoResearch Center(PARC)!!! 2012-01-12 HCI Korea 2012 Invited Talk 1
  • 2. It started with a search engine
  • 3. This is also Google... 2012-01-12 (and much, much more). HCI Korea 2012 Invited Talk 3
  • 4. Our mission remains the same To organize the world s information and make it universally accessible and useful.
  • 5. 1.8 billion internet users worldwide 4.6 billion mobile subscribers 800 exabytes of digital information in the world -- videos, photos, music, texts, etc.2012-01-12 HCI Korea 2012 Invited Talk 5
  • 6. !"#$%&""($%!")*+(%!,+,-%!  !"#$###%&()*%+(,%&(-..,/%,+01%2-/3.,%/%4566,(%7% .1+.8*%9:#%2-55-/%&()*%+%)+;%!  <=,(;%>:%*,0/)*%?,?5,%=-,&%,/361%?1.*%@(2% A-0+*+%B,C%D5C32*%.%0=,(%+/%,/.-(,%@.C+55%E,5)%!  <=,(;%F%2-/3.,*$%2(,%?1.*%+(,%=-,&,)%/%A-0+*+% B,C%D5C32*%.1+/%,G-*.%-/%.1,%,/.-(,%H-2,7IJK<%?1.% 055,0.-/%2012-01-12 HCI Korea 2012 Invited Talk 7
  • 7. ."/0/1$%!,+,-%!  >"#%;,+(*%@%L3H3C,%=-),%+(,%&+.01,)%,=,(;)+;%/% K+0,CM%N3?%!O"G%;P;Q%!  ,=,(;%2-/3.,%R##S%.&,,.*%0/.+-/%L3H3C,%5-/M*%% T  N3?%9G%;P;Q%UV>%!#>>>W%!  >##XS%?,?5,%.+M,%+%*0-+5%+0.-/%&-.1%L3H3C,%N5-M,*$% *1+(,*$%022,/.*$%,.0Q%,=,(;%&,,M%N>#P>"P>#Q%2012-01-12 HCI Korea 2012 Invited Talk 8
  • 8. &""($2%!,+,-%!  Y=,(%R#%2-55-/%?,?5,%Z-/,)%[65,%*-/0,%5+3/01O%!  Y=,(%9OR%C-55-/%?1.*%1+=,%+5(,+);%C,,/%*1+(,)%-/% [65,SO%!  A,?5,%+(,%!G79G%.-2,*%2(,%5-M,5;%.%*1+(,%0/.,/.%&-.1% /,%@%.1,-(%0-(05,*%.1+/%.%2+M,%+%?3C5-0%?*.O%2012-01-12 HCI Korea 2012 Invited Talk 9
  • 9. What can you do with all this data? Google Trends Trendalyzer Big Data Analytics!! Google Analytics Google Website Optimizer 2012-01-12 HCI Korea 2012 Invited Talk 10
  • 10. Model-Driven and Living Laboratory Approach Characterization Unlock Understanding Intelligent UI and Modeling of Collective Intelligence and Data-mining Productization Living Laboratory Applications / Products 11
  • 11. 0+(3%*4%5%6),-%H1,%J2?(.+/0,%@%]0-+5%]-6/+5*%-/%J/@(2+.-/%D00,**% !  D0.%J%H1,%J/=-*-C5,% T  ]0-+5%],+(01% !  D0.%JJ%H1,%^-*-C5,% T  ]0-+5%4(&*-/6%=-+%]1+(,)%D//.+.-/*% !  D0.%JJJ%H1,%DC*.(+0.,)% T  ]1+(,)%_/&5,)6,%]?+0,%2012-01-12 HCI Korea 2012 Invited Talk 12
  • 12. 6),%78%%749*-*1($%!")*+(%!*4+(-%:;"#%,<$%=;">?% `-/.%&(M%&P%H))%X;.M&-0a$%b&+/%c+-(/$%I+&(,/0,%I,,% % Ud1-%+/)%X;.M&-0a$%e;?,(.,G.!##FW% U_+22,(,(%,.%+5O$%deJ!##fW% %
  • 13. @;$(/?$8%6%A$;-"4+(%($+;4*4%-,";B%H%01-g+02O(6%K(2%4(+)%4+((-*1%hC(+)gi(,2=,)O@(O?(-=+0;iO02j%]3CZ,0.%A+/0(,+.-0%0+/0,(%k+.,%H13$%>%K,C%!##l%!>9l""%A]H%%e,;%<)O%Jm2%+%@,55&%),5O-0-O3*%3*,(%+/)%/.-0,)%;3%CM2+(M%+%5.%%%@%?+/0(,+.-0%0+/0,(%*.3nO%Jm2%+.%12,%&-.1%2;%)+)%&1%&+*%)-+6/*,)%%%+%5-..5,%=,(%+%;,+(%+6%+/)%-*%/&%+.%.1,%.+5,%,/)%@%.1-/6*O%Jm=,%%%5,+(/,)%+%5.%.1(361%1-*%.(,+.2,/.*%+/)%+C3.%&1+.m*%3.%.1,(,O%J%%%)3//%-@%-.m*%*2,.1-/6%;3%(%+%@+2-5;%2,2C,(%1+*$%C3.%Z3*.%&+/.,)%%%.%)(?%;3%+/%,2+-5O%4,%&,55O%%4(+)%2012-01-12 HCI Korea 2012 Invited Talk 14
  • 14. C-*4%74:";#+,*"4%0<$";B%,"%D"?$(%!")*+(%0+*4%EF?%GH%=<*I%0"??%DB,3">*)JI%6=D%GBA$;,$K,%LMMNO% (")%*#+& !"#$%& ,&*-& ."%/0*)+& &()*% !12& .*%"4$)2 3)%"4$)2 !"#!$% 2012-01-12 HCI Korea 2012 Invited Talk 15
  • 15. 0+*4%P$<+9*";%GQ0+R%-<">-%,+%-+,/;+,*"4% GQS")%T%0+RI%1;">-+1*(*,B% 2012-01-12 HCI Korea 2012 Invited Talk 16
  • 16. 7#A(*)+,*"4%!Q"#$U%%&R%%D/,/+(%74:";#+,*"4% V+*-$%*4%+9H%,+%W%1""3#+;3% 2012-01-12 HCI Korea 2012 Invited Talk 17
  • 17. 0+!$+;)<8%D+AV$?/)$%7#A($#$4,+,*"4% Tags URLs P(URL|Tag) P(Tag|URL) !  ]?(,+)-/6%D0.-=+.-/%-/%+%C-76(+?1% !  d2?3.+.-/%=,(%+%=,(;%5+(6,%)+.+%*,.% T  >"#%X-55-/S%CM2+(M*%2012-01-12 HCI Korea 2012 Invited Talk 18
  • 18. 0+!$+;)<8%C-$%!$#+4,*)%64+(B-*-%,"% V$?/)$%X"*-$%%%%%<,,A8WW#;,+BH)"#%%Semantic Similarity Graph Web Tools Reference Guide Howto Tutorial Tips Help Tip Tutorials Tricks 2012-01-12 HCI Korea 2012 Invited Talk 19
  • 19. 2012-01-12 HCI Korea 2012 Invited Talk 20
  • 20. FKA$;*#$4,%S$-*4%%EY+##$;$;%$,%+(H%=G7LMMZO%!  !%-/.,(@+0,%G%9%.+*M%)2+-/%),*-6/% T  !%J/.,(@+0,%NC,.&,,/7*3CZ,0.*Q% !  <G?5(+.(;%=*O%4+*,5-/,% T  9%.+*M%)2+-/*%N&-.1-/7*3CZ,0.*Q% !  K3.3(,%D(01-.,0.3(,$%[5C+5%B+(2-/6$%B,C%X+*13?*%!  9#%]3CZ,0.*%N!!%2+5,$%F%@,2+5,Q% T  J/.,(2,)-+.,%(%+)=+/0,)%02?3.,(%+/)%&,C%*,+(01%*M-55*% T  e+5@%+**-6/,)%<G?5(+.(;$%1+5@%4+*,5-/,O%!  K(%,+01%)2+-/$%*-/65,%C50M%&-.1%9%.+*M%.;?,*% T  <+*;%+/)%k-o035.%A+6,%d55,0.-/%H+*M%U:2-/%,+01W% T  ]322+(-a+.-/%H+*M%U>!2-/W% T  _,;&()%[,/,(+.-/%H+*M%U!2-/W% 2012-01-12 HCI Korea 2012 Invited Talk 21
  • 21. F9+/+,*"4%V$-/(,-%EY+##$;$;%$,%+(HI%=G7LMMZO%!  <G?5(+.(;%-/.,(@+0,%3*,(*% T  ?,(@(2,)%2(,%p3,(-,*$%% T  .M%2(,%.-2,$%% T  &(.,%C,..,(%*322+(-,*%N-/%!P9%)2+-/*Q$%% T  6,/,(+.,)%2(,%(,5,=+/.%M,;&()*%N-/%!P9%)2+-/*Q$%+/)% T  1+)%+%1-61,(%06/-.-=,%5+)O%!  ]366,*.-=,%@%),,?,(%,/6+6,2,/.%+/)%C,..,(%5,+(/-/6O%!  ]2,%,=-),/0,%@%*0+n5)-/6%@(%/=-0,*%-/%.1,%M,;&()% 6,/,(+.-/%+/)%*322+(-a+.-/%.+*M*O% 2012-01-12 HCI Korea 2012 Invited Talk 22
  • 22. ZeroZero88.com: !Social Contextual Recommendation Engine" Social Recommender Engine 2010-10-22 IBM NPUC 2010 23
  • 23. ZeroZero88 Recommender System" My Friends’ Network My Tweets ! and Tweeting Pattern ! Topic Relevance Model! My Friends’ Tweets! Social Ranking! Model !My Friends’ Recommendations ! URLs! Recommendation Algorithm: Combining Sources and Models!Popular URLs ! 2010-10-22 IBM NPUC 2010 24
  • 24. 6),%778%[*-*1($%!")*+(%!*4+(-%:;"#%%!<+;$?%G*<(*<,*4% _3)*%.%I-01+/%e/6$%I,*%c,5*/% % % Ue/6%,.%+5$%D^J!##FW% % Uc,5*/%,.%+5O$%edJJ%!##fW%
  • 25. *4?*4%+%V$-,+/;+4,%!  D??(?(-+.,%@(% .1,%00+*-/%2012-01-12 HCI Korea 2012 Invited Talk 26
  • 26. G$/;*-,*)-% Poor heuristic Good heuristic 2012-01-12 HCI Korea 2012 Invited Talk 27
  • 27. ]G*4,-^% Solo Cooperative (“good hints”)2012-01-12 HCI Korea 2012 Invited Talk 28
  • 28. !A+;0+H/-8%!")*+(%G*<(*<,*4%%EG"4%_%=<*I%=G7LMMZO%
  • 29. !A+;0+H/-8%!")*+(%G*<(*<,*4% !  !"#$%&%.+66-/6%&1-5,%(,+)-/6% !  e-615-61.-/6% !  ]1+(,)%/.,CM-/6%% !  ]1+(-/6q%
  • 30. G*<(*<,*4%+-%7#A";,+4)$%%74?*)+,";%recall first-visit
  • 31. <=+53+.-/%H+*M%s%X,.(-0%Uc,5*/%,.%+5O$%edJJ!##fW%!  ],/*,2+M-/6%.+*M% T  K-/)%+/)%(,+)%2+.,(-+5%+C3.% </.,(?(-*,%!O#%2+*13?* %-/%(),(%.% &(-.,%.&%,**+;*%!  ],,)*% ,G?,(. %0/.,/.%@(%*0+n5)-/6% T  H+6*%@(2%),5O-0-O3*% T  rbI*%@(2%[65,PA+6,b+/M% T  d/*.(30.,)%+/)%.1,/%*1+(,)%.1(361%*0-+5%2,01+/-*2*%N-O,O$%+% ]?+(H+6O3*% @(-,/) Q%!  A,(@(2+/0,%X,+*3(,*% T  I,+(/-/6%6+-/%A(,PA*.%_/&5,)6,%H,*.% Posttest score - Pretest score Gain = Max score - Pretest score%
  • 32. @;")$?/;$% ]?+(H+6O3*% SF &-.1% K(-,/) % ]?+(H+6O3*%k,26(+?1-0*% SO Y/5;% A*..,*.% s%A(,.,*.% B-.13.% WS ]?+(H+6O3*%
  • 33. V$-/(,-8%`$+;4*4%&+*4%ct>F%%!A+;0+H/-%2%;*$4?%-/A$;*";%,"%1",<%*4?*9*?/+(%)"4?*,*"4-%c%)-n,(,/0,%C,.&,,/%.1,%.&%0/.(5%0/)-.-/*% 2012-01-12 HCI Korea 2012 Invited Talk 34
  • 34. rbI%_-/)% d),% 456% 4%a1-$;9+,*"4% d/@,(,/0,% d% <2?5;2,/.% <% X;O]?+(.+6O3*% X% c,&*% c% URL KindY?,/]3(0,% Code Y% Blog ],+(01%B ]% Conference C ^,/)(% ^% Employment E B-M-?,)-+% MySpartagus M B% News d/*35.+/.% N u% OpenSource O Search S Vendor V Wikipedia W Consultant X 2012-01-12 HCI Korea 2012 Invited Talk 35
  • 35. ["4%V$-,";b%7-"(+,*"4%Fb$),%EcZ55O%!  D*%+??5-,)%.%1-615-61.*$%.1,%(#)*+,-.#/0*1-#2&.1#)*,0,$.* *366,*.*%.1+.%(,+),(*%!  ()*#&+",#&-#.-/$#-"#+/)%%!  (0*#1+)2"#34)&#%$#5)26+,$%%!  &1,.1,(%.1,%-/@(2+.-/%-*%-2?(.+/.%(%/.O% T  c-*.%+/)%e6(,C,%Fl%2012-01-12 HCI Korea 2012 Invited Talk 36
  • 36. 6),%7778%%61-,;+),$?%Y4">($?$8%0<$%!)*$4)$%":%C4?$;-,+4?*4%d*3*A$?*+% _3)*%.%4/6&/%]31$%c-M-%_-..3(% % U_-..3(%,.%+5O$%deJ!##lW% U]31%,.%+5O$%B-M-];2%!##fW% %
  • 37. FKA"4$4,*+(%&;">,<%":%d*3*A$?*+8%+4%+))$A,$?%e:+),f% Number of Articles (Log Scale) http://en.wikipedia.org/wiki/Wikipedia:Modelling_Wikipedia’s_growth2012-01-12 HCI Korea 2012 Invited Talk 38
  • 38. &;">,<%":%F?*,-%2012-01-12 HCI Korea 2012 Invited Talk 39
  • 39. !"#$,<*4%<+AA$4$?%*4%$+;(B%LMMg%2012-01-12 HCI Korea 2012 Invited Talk 40
  • 40. &;">,<%":%6),*9$%F?*,";-%*In thousands 2012-01-12 HCI Korea 2012 Invited Talk 41
  • 41. !(">*4%&;">,<%*4%&("1+(%6),*9*,B%*In thousands 2012-01-12 HCI Korea 2012 Invited Talk 42
  • 42. F+;(*$;%FKA"4$4,*+(%&;">,<%D"?$(% !  A(,@,(,/.-+5%D..+012,/.%<)-.*%C,6,.%,)-.*% T  2(,%/32C,(%@%?(,=-3*%,)-.*$%2(,%/32C,(%@%/,&%,)-.*% Growth rate depends on: N = current population r = growth rate of the population N(t) = N 0 " e rt dN = r" N dt Growth rate Current of population ! population! 2012-01-12 HCI Korea 2012 Invited Talk 43
  • 43. `"*-,*)%&;">,<%D"?$(%!  <056-0+5%??35+.-/%6(&.1%2),5% T  D5*%),?,/)%/%,/=-(/2,/.+5%0/)-.-/*% T  _$%0+((;-/6%0+?+0-.;%N)3,%.%(,*3(0,%5-2-.+.-/Q% dN N = rN(1" ) dt K 2012-01-12 HCI Korea 2012 Invited Talk 44
  • 44. D+,)<%,"%S+,+8%h%":%X$>%6;,*)($-%!  K55&*%+%56-*.-0%6(&.1%03(=,% New Article2012-01-12 HCI Korea 2012 Invited Talk 45
  • 45. !,;/($%:";%FK*-,$4)$%i%S+;>*4%!  4-56-0+5%*;*.,2% T  d2?,.-.-/%-/0(,+*,*%+*% ??35+.-/%1-.%.1,%5-2-.*%@%.1,% ,056;% T  D)=+/.+6,%6%.%2,2C,(*%@%.1,% ??35+.-/%.1+.%1+=,%02?,.-.-=,% )2-/+/0,%=,(%.1,(*%!  D/+56;% T  I-2-.,)%??(.3/-.-,*%.%2+M,% /=,5%0/.(-C3.-/*% T  J/0(,+*,)%?+..,(/*%@%0/v-0.%+/)% )2-/+/0,%% 2012-01-12 HCI Korea 2012 Invited Talk 46
  • 46. ]!<">$;*4^%GBA",<$-*-%B1+.%)(-=,*%0/.(-C3.-/*%.%B-M-?,)-+w%d?,(+.-/%-*%/.%.1,%2+-/%)(-=,(w%!  e;?.1,*-*%d/v-0.*%)(-=,*%2*.%@%.1,%0/.(-C3.-/*O% T  e&%)%&,%2,+*3(,%0/v-0.*w%!  d/v-0.*%0+3*,%0()-/+.-/%0*.*%.%6%3?O% T  e&%.%2,+*3(,%0()-/+.-/%0*.*w%!  x/,6.-+.-/%-*%0(-.-0+5%.%1,5?-/6%235.-?5,%?,(*?,0.-=,*% .%0/=,(6,%/%*1+(,)%M/&5,)6,Oy%% T  ].+15$%[(3?%d6/-.-/$%d1F$%!##R%2012-01-12 HCI Korea 2012 Invited Talk 47
  • 47. ="4j*),W="";?*4+,*"4%Fb$),-%*4%d*3*A$?*+% (Kittur, Suh, Pendleton, Chi, CHI2007) 100% 95% Maintenance 90%Percentage of total edits Other 85% 80% User Talk 75% User 70% Article Talk 65% Article 60% 2001 2002 2003 2004 2005 2006 2012-01-12 HCI Korea 2012 Invited Talk 48
  • 48. V+,*"%":%V$9$;,$?%="4,;*1/,*"4-%% Monthly Ratio of Reverted Edits2012-01-12 HCI Korea 2012 Invited Talk 49
  • 49. [*-/+(%64+(B,*)-%"9$;%d*3*A$?*+%?+,+%D$?*+,";%@+,,$;4%i%0$;;*%!)<*+9" % %E!/<I%$,%+(HI%[6!0LMMgO% Anonymous (vandals/ spammers) Sympathetic to husband Mediators Sympathetic to parents 2012-01-12 HCI Korea 2012 Invited Talk 50
  • 50. d*3*S+-<1"+;?H)"#%2012-01-12 HCI Korea 2012 Invited Talk 51
  • 51. d<+,%S*?%d$%`$+;4k%!  H1,%d22/%H1(,+)% T  r.-5-a+.-/%@%]0-+5%]-6/+5*%@(%I,+(/-/6%+/)%J/@(2+.-/%D00,**% T  B1,.1,(%-.%-*%-/=-*-C5,$%=-*-C5,$%+/)%+C*.(+0.,)O%!  H1,%<*.+C5-*12,/.%@%d22/%[(3/)% T  J2?5-0-.%d()-/+.-/% T  <G?5-0-.%d()-/+.-/% T  c,6.-+.-/%!  xD55%055,0.-=,%+0.-/*%+(,%C3-5.%/%022/%6(3/)%+/)% -.*%+003235+.-/Oy% T  d5+(M%+/)%4(,//+/$%>ff>%2012-01-12 HCI Korea 2012 Invited Talk 52
  • 52. `">$;*4%@+;,*)*A+,*"4%W%74,$;+),*"4%="-,-%!  J/.,(+0.-/%0*.*% # People willing to produce for “free” ),.,(2-/,%/32C,(%@% ?,?5,%&1%?+(.-0-?+.,%!  ]3(?53*%@%+..,/.-/%s% 2.-=+.-/%+.%*2+55% .(+/*+0.-/%0*.*%!  74+2+.-2+i%!  J2?(.+/.%.%M,,?% -/.,(+0.-/%0*.*%5&% Cost of participation2012-01-12 HCI Korea 2012 Invited Talk 53
  • 53. 0<+43%B"/l% !  01-g+02O(6% !  1..?PP,)01-O/,.%2012-01-12 HCI Korea 2012 Invited Talk 54
  • 54. C-*4%D+)<*4$%`$+;4*4%,"%S$,$),%="4j*),-%!  d3/.-/6%zd/.(=,(*-+58%5+C,5*%!  "G%0(**7=+5-)+.-/$%b!%t%#OFfl% 10000 9000 Actual controversial revisions 8000 7000 6000 5000 4000 3000 2000 1000 0 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 Predicted controversial revisions 2012-01-12 HCI Korea 2012 Invited Talk 55
  • 55. ="?+8%6%=<+(($4$8%6%#"?*m$?%("*-,*)%#"?$(%!  d+((;-/6%d+?+0-.;%+*%+%@3/0.-/%@%.-2,O%2012-01-12 HCI Korea 2012 Invited Talk 56