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Share the love: Motivating positive participation in social software

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    Share the love: Motivating positive participation in social software - Presentation Transcript

    1. Share the love: Motivating positive participation in social software
      Mike Brzozowski
      Social Computing Lab
      Photo credit: Chad Nicholson, crnphoto.com
    2. 2
      1 September 2009
      Photo credit: Chad Nicholson, crnphoto.com
    3. 3
      1 September 2009
      National Archives and Records Administration, Harvard
    4. 4
      1 September 2009
      What is social computing?
      The intersection of social behavior and computing systems
      The integration of micro-level interactions with macro-level social phenomena
      Leveraging the relationship between local actions and the global behavior of large distributed systems
      e.g., organizations, IT systems, markets, communities
    5. The information ecosystem
    6. 6
      1 September 2009
      The information ecosystem
      Distribution
      Barriers
      Attention
      Feedback
      Motivation
      Producers(people whohave info)
      Consumers(people whocan use info)
      Reward
    7. 7
      1 September 2009
      Distribution
      Barriers
      Barriers
      Attention
      Feedback
      Motivation
      Producers(people whohave info)
      Consumers(people whocan use info)
      Reward
    8. 8
      1 September 2009
      The media used to have very few producers…
      www.ism.stir.ac.uk
    9. 9
      1 September 2009
      Before, cost was a major barrier to production
      wikimedia.org
      Marion Doss
    10. …now it’s free and “only takes a minute”
      10
      1 September 2009
    11. 11
      1 September 2009
      …or only a few seconds
    12. 12
      1 September 2009
      Communities invite participation and offer audiences
    13. 13
      1 September 2009
    14. 14
      1 September 2009
    15. 15
      1 September 2009
    16. 16
      1 September 2009
      Motivation
      Distribution
      Barriers
      Attention
      Feedback
      Motivation
      Producers(people whohave info)
      Consumers(people whocan use info)
      Reward
    17. 17
      1 September 2009
      Motivation
      Economic
      Social
      Personal
      Motivation
      Reward
    18. 18
      1 September 2009
      Economic motivation
      Prediction markets
      Motivation
      Reward
      Iowa Electronic Markets
    19. 19
      1 September 2009
      Economic motivation
      BRAIN: Predicting the future
      Motivation
      Reward
      L. Fine, K. Chen, B. HubermanHP Labs
    20. 20
      1 September 2009
      Economic motivation
      BRAIN: Predicting the future
      L. Fine, K. Chen, B. HubermanHP Labs
    21. 21
      1 September 2009
      Economic motivation
      Amazon Mechanical Turk
      Motivation
      Reward
    22. 22
      1 September 2009
      Motivation
      Economic
      Social
      Personal
      Motivation
      Reward
    23. 23
      1 September 2009
      Social motivation
      Reciprocity
      Motivation
      Reward
    24. 24
      1 September 2009
      Social motivation
      Reciprocity
      Competition
      Motivation
      Reward
    25. 25
      1 September 2009
      Social motivation
      Reciprocity
      Competition
      Community
      Motivation
      Reward
    26. 26
      1 September 2009
      Social motivation
      Reciprocity
      Competition
      Community
      Impact
      Motivation
      Reward
    27. 27
      1 September 2009
      Social motivation
      Reciprocity
      Competition
      Community
      Impact
      Influence
      Motivation
      Reward
    28. 28
      1 September 2009
    29. 29
      1 September 2009
      Networks in Essembly
      With T. Hogg, D. Wilkinson, G. Szabo HP Labs
    30. 30
      1 September 2009
      Networks in Essembly
      With T. Hogg, D. Wilkinson, G. Szabo HP Labs
    31. 31
      1 September 2009
      Influence in Essembly
      With T. Hogg, D. Wilkinson, G. Szabo HP Labs
    32. Peer pressure keeps people contributing to enterprise social media
      32
      1 September 2009
      P(continuing)
      Active coworkers
      With T. Sandholm, T. HoggHP Labs
    33. 33
      1 September 2009
      Social motivation
      Reciprocity
      Competition
      Community
      Impact
      Influence
      Novelty
    34. 34
      1 September 2009
      Amazon.com book ratings
      Standard deviation of ratings
      Reviewer #
      F. Wu, B. HubermanHP Labs
    35. 35
      1 September 2009
      IMDb movie reviews
      Average rating
      (50 lowest-rated)
      (50 top-rated)
      F. Wu, B. HubermanHP Labs
    36. 36
      1 September 2009
      Personal motivation
      Utility
      Motivation
      Reward
    37. 37
      1 September 2009
      Personal motivation
      Utility
      Expression
      Motivation
      Reward
    38. 38
      1 September 2009
      Distribution
      Distribution
      Barriers
      Attention
      Feedback
      Motivation
      Producers(people whohave info)
      Consumers(people whocan use info)
      Reward
    39. 39
      1 September 2009
      Distribution channels
      Indirect
      Presentation
      Aggregation
      Filtering
      Direct
    40. 40
      1 September 2009
      Filtering mechanisms
      Social network
    41. 41
      1 September 2009
      Filtering mechanisms
      Social network
      Collaborative filtering
    42. 42
      1 September 2009
      Filtering mechanisms
      Social network
      Collaborative filtering
      Search
    43. 43
      1 September 2009
      Distribution
      Attention
      Barriers
      Attention
      Feedback
      Motivation
      Producers(people whohave info)
      Consumers(people whocan use info)
      Reward
    44. Users allocate attention by filtering on…
      44
      1 September 2009
      Novelty
      Popularity
      Person
      Topic
    45. Attention decays with novelty
      Digg
      45
      1 September 2009
      Age (minutes)
      F. Wu, B. HubermanHP Labs
    46. 46
      1 September 2009
      Feedback
      Distribution
      Barriers
      Attention
      Feedback
      Motivation
      Producers(people whohave info)
      Consumers(people whocan use info)
      Reward
    47. Value of feedback to users
      “That’s one of the big weaknesses of [blogging], theonly way you know if anybody is reading it is if they take the trouble to reply. Without that you have no clue who people are…it’s largely unidirectional.”
      —Subject quoted in Yardi et al., CHI 2009
      47
      1 September 2009
      With S. Yardi, S. GolderGeorgia Tech, Cornell
    48. 48
      1 September 2009
    49. Diverse feedback is valued
      “After starting my blog, it was amazing to me how quickly I met other people, especially across different business groups… I would post something on my blog and a week later I’d get an invitation to present on it.”
      —Subject quoted in Yardi et al., CHI 2009
      49
      1 September 2009
      With S. Yardi, S. GolderGeorgia Tech, Cornell
    50. Audience diversity
      50
      1 September 2009
      With T. Sandholm, T. HoggHP Labs
    51. Lack of feedback  people stop posting
      51
      1 September 2009
      Internal corporate blogs, forums
      Avg. replies received within past 30 days
      With T. Sandholm, T. HoggHP Labs
    52. Lack of feedback  people stop posting
      52
      1 September 2009
      Digg submissions
      F. Wu, D. Wilkinson, B. HubermanHP Labs
    53. 53
      1 September 2009
      The information ecosystem
      Distribution
      Barriers
      Attention
      Feedback
      Motivation
      Producers(people whohave info)
      Consumers(people whocan use info)
      Reward
    54. Effects on society
    55. 55
      1 September 2009
      Social media enables sousveillance
      S. Mann, U. Toronto
      flickr.com/photos/fastestsuitintown/
    56. 56
      1 September 2009
      Social media raises intellectual property questions
    57. 57
      1 September 2009
      Social media poses the risk of groupthink but also the chance of serendipity
    58. 58
      1 September 2009
      E. Lawrence, J. Sides, H. FarrellGeorge Washington University
    59. 59
      1 September 2009
      L. Adamic, N. GlanceU. Michigan, Intelliseek
    60. Social media democratizesinformation
      60
      1 September 2009
    61. 61
      1 September 2009
    62. Social media mobilizes rapid crowdsourcing
      62
      1 September 2009
    63. 63
      1 September 2009
    64. 64
      1 September 2009
    65. Social media makes news spread faster
      65
      1 September 2009
    66. Thank you!
      www.hpl.hp.com/research/scl

    + MikeBrzozowskiMikeBrzozowski, 2 months ago

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    A talk I gave at ICISTS at KAIST on August 28, 2009 more

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