INSEMTIVES Tutorial ISWC2011 - Session2
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INSEMTIVES Tutorial ISWC2011 - Session2

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INSEMTIVES Tutorial ISWC2011 - Session2 INSEMTIVES Tutorial ISWC2011 - Session2 Presentation Transcript

  • The Telefonica Portal Use Case Oksana Tokarchuk, German Toro Del Valle www.insemtives.eu 1
  • Outline• Theory in a nutshell – Economics and incentives – The concept of mechanism design – A tool for classifying situations – A tool for adjusting parameters/ideas• The actual case study – Current status and preliminary findings – Next steps and prospected results10/24/2011 www.insemtives.eu 2
  • Theory in a nutshell10/24/2011 www.insemtives.eu 3
  • What is the secret to success?• Offer solution to a real problem: right solution at the right time10/24/2011 www.insemtives.eu 4
  • You can improve your chances to succeed• Design of incentives: – Define the goal you want to reach with incentives – Study the situation that needs to be incentivized – Develop a set of rules that make individuals achieve your goal in the given situation: “Mechanism design”10/24/2011 www.insemtives.eu 5
  • What kind of goals can be found in semantic application?• Your ideas!!!!!!!10/24/2011 www.insemtives.eu 6
  • A tool for classifying situations: The multidimensional matrix Social Nature of good Goal Tasks Structure being producedCommunication High High level (about the Medium Variety of Medium Public goodgoal of the tasks) Low Low (non-rival Hierarchy non-exclusive) Participation High High neutral level (in the Medium Medium Specificity ofdefinition of the Low Low goal) Identification High High with Low Private good Clarity level Hierarchical Required Highly specific Low skills Trivial/Common 10/24/2011 www.insemtives.eu 7
  • The multidimensional matrix in practice: the task of annotation on Flickr Social Nature of good Goal Tasks Structure being producedCommunication High High level (about the Medium Variety of Mediumgoal of the tasks) Low Low Hierarchy Participation High High Public good neutral level (in the Medium Medium Specificity ofdefinition of the Low Low goal) Identification High High with Low Private good Clarity level Hierarchical Required Highly specific Low skills Trivial/Common 10/24/2011 www.insemtives.eu 8
  • Developing a model: Mechanism design• Mechanism design is used in economics to develop a set of rules, incentives, that make you reach the result you want to achieve – Mechanism design sees a certain situation as sort of a game that people play strategically in their own interests. – You can define the rules of this game to reach the result you want10/24/2011 www.insemtives.eu 9
  • Example of mechanism design• Think of employment contract: – Your interests: earn the most working the least – Employer’s interests: pay you the least and get the most out of you – Employer offers you contract that defines the rules that each party should follow10/24/2011 www.insemtives.eu 10
  • Mechanism design in practice• You don’t need to be an expert in game theory to use mechanism design but you need to: – identify a set of games that better represents your situation – Look what rules are recommended for these games • Translate what economists do into concrete scenarios • Make sure that the economists’ proposals fit to the real-life situation10/24/2011 www.insemtives.eu 11
  • Telefonica case study10/24/2011 www.insemtives.eu 12
  • Enterprise Knowledge Management at Telefónica• Services of the intranet portal • Semantic solutions for Document management – enterprise knowledge Corporate directories – Pilot/Product/Service catalogues management enhance how – – News – Bank of ideas – Existing content and knowledge are used and – Blogs, wikis, forums exploited (sometimes in – Search engines novel, unexpected ways)• Metrics – Employees collaborate and – 1200 employees in 7 cities and 3 interact within the team and with customers countries (↑) – ˜3050 visits per day, ˜56000 page views (impressions) per day, average visit time: 20’
  • Goal setting in Telefonica case study• Generic goal: improve the usage of blogs in a corporation by annotations• Concrete goal: increase the number of (useful) annotations10/24/2011 www.insemtives.eu 14
  • The multidimensional matrix for Telefonica: the environment Nature of good Goal Tasks Social Structure being producedCommunication High Highlevel (about the Medium Medium Variety of goal of the tasks) Low Low Hierarchy neutral Public good Participation High High level (in the Medium Medium Specificity ofdefinition of the goal) Low Low Identification High High with Low Private good Clarity level Hierarchical Highly specific Low Required skills Trivial/Common 10/24/2011 www.insemtives.eu 15
  • The Mechanism design exercise in our case study (I) • Interplay of two alternative games: – Principal agent game • The management wants employees to do a certain action but do not have tools to check whether employees perform their best effort • Management can implement various rules to motivate employees to work in its interests: – Piece rate wages (labour intensive tasks) – Performance measurement (all levels of tasks) – Tournaments (internal labour market)10/24/2011 www.insemtives.eu 16
  • The Mechanism design exercise in our case study (II)• Interplay of two alternative games (cont.): – Public goods game • semantic content creation is a public good (non- excludable and non-rival) • The problem of free riding10/24/2011 www.insemtives.eu 17
  • 1° level of incentives for Telefonica (I)• Competition for a prize: – To be acknowledged by management – Receive a prize• What kind of prize: – Something that brings pleasure – Something that provides development of carrier – Trophy10/24/2011 www.insemtives.eu 18
  • 1° level of incentives for Telefonica (II)• Everyone (even employees ;-) ) like to play and to compete• ... and win prizes in return
  • 1° level of incentives for Telefonica (III)• Making everyday‘s tasks more fun
  • 2° level of incentives, experts’ network and reputation (I)• Telefonica is a highly competitive environment• Employees participate in an internal market to be involved in projects• Problem: matching of demand of the project and offer of labour (in terms of expertise)10/24/2011 www.insemtives.eu 21
  • 2° level of incentives, experts’ network and reputation (III)• Solution: annotations made by single user reveal his/her professional interests and area of expertize• When people to be involved in the project are being searched, a simple check of keywords related to the project will show users that do annotations with these keywords10/24/2011 www.insemtives.eu 22
  • 2° level of incentives, experts’ network and reputation (II)• Reputation is very powerful motivation in an enterprise.• Show benefit of annotations  expert network based on the annotations.
  • 2° level of incentives, experts’ network and reputation (IV)• Implementation of this system as part of internal HR policy will motivate employees to annotate as much as possible on topics in which they would like to get a job• Company solves 2 problems: – Blogs are annotated – It is a simple system to get a first idea of areas of expertise and professional interests of individual employees and trace their development10/24/2011 www.insemtives.eu 24
  • Why do you need this?10/24/2011 www.insemtives.eu 25
  • Why do YOU need this? (I)• You need to have a clear idea of what will motivate your users before you start your development process!• Examples: 1st level, competition for the prize – Assignment and management of points – Different strategies to enhance competition: • Leader boards, time to the end of competition, etc. – Quality check of annotations10/24/2011 www.insemtives.eu 26
  • 10/24/2011 www.insemtives.eu 27
  • Why do YOU need this? (II)• Examples: 2nd level, network of experts – Trace individual annotations – Search for users that make certain annotations – View of individual tag clouds10/24/2011 www.insemtives.eu 28
  • 2° level of incentives, experts’ network and reputation (II)• Reputation is very powerful motivation in an enterprise.• Show benefit of annotations  expert network based on the annotations.
  • Summing up10/24/2011 www.insemtives.eu 30
  • To sum up• You assure at least 50% of success of your application if it solves concrete real problem of your users• You can improve your chances to succeed by careful design of incentives: – Define your goal – Analyse your environment – Find the best system of incentives – Test10/24/2011 www.insemtives.eu 31