Share the love: Motivating positive participation in social software
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A talk I gave at ICISTS at KAIST on August 28, 2009.

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

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

  • Share the love: Motivating positive participation in social software
    Mike Brzozowski
    Social Computing Lab
    Photo credit: Chad Nicholson, crnphoto.com
  • 2
    1 September 2009
    Photo credit: Chad Nicholson, crnphoto.com
  • 3
    1 September 2009
    National Archives and Records Administration, Harvard
    View slide
  • 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
    View slide
  • The information ecosystem
  • 6
    1 September 2009
    The information ecosystem
    Distribution
    Barriers
    Attention
    Feedback
    Motivation
    Producers(people whohave info)
    Consumers(people whocan use info)
    Reward
  • 7
    1 September 2009
    Distribution
    Barriers
    Barriers
    Attention
    Feedback
    Motivation
    Producers(people whohave info)
    Consumers(people whocan use info)
    Reward
  • 8
    1 September 2009
    The media used to have very few producers…
    www.ism.stir.ac.uk
  • 9
    1 September 2009
    Before, cost was a major barrier to production
    wikimedia.org
    Marion Doss
  • …now it’s free and “only takes a minute”
    10
    1 September 2009
  • 11
    1 September 2009
    …or only a few seconds
  • 12
    1 September 2009
    Communities invite participation and offer audiences
  • 13
    1 September 2009
  • 14
    1 September 2009
  • 15
    1 September 2009
  • 16
    1 September 2009
    Motivation
    Distribution
    Barriers
    Attention
    Feedback
    Motivation
    Producers(people whohave info)
    Consumers(people whocan use info)
    Reward
  • 17
    1 September 2009
    Motivation
    Economic
    Social
    Personal
    Motivation
    Reward
  • 18
    1 September 2009
    Economic motivation
    Prediction markets
    Motivation
    Reward
    Iowa Electronic Markets
  • 19
    1 September 2009
    Economic motivation
    BRAIN: Predicting the future
    Motivation
    Reward
    L. Fine, K. Chen, B. HubermanHP Labs
  • 20
    1 September 2009
    Economic motivation
    BRAIN: Predicting the future
    L. Fine, K. Chen, B. HubermanHP Labs
  • 21
    1 September 2009
    Economic motivation
    Amazon Mechanical Turk
    Motivation
    Reward
  • 22
    1 September 2009
    Motivation
    Economic
    Social
    Personal
    Motivation
    Reward
  • 23
    1 September 2009
    Social motivation
    Reciprocity
    Motivation
    Reward
  • 24
    1 September 2009
    Social motivation
    Reciprocity
    Competition
    Motivation
    Reward
  • 25
    1 September 2009
    Social motivation
    Reciprocity
    Competition
    Community
    Motivation
    Reward
  • 26
    1 September 2009
    Social motivation
    Reciprocity
    Competition
    Community
    Impact
    Motivation
    Reward
  • 27
    1 September 2009
    Social motivation
    Reciprocity
    Competition
    Community
    Impact
    Influence
    Motivation
    Reward
  • 28
    1 September 2009
  • 29
    1 September 2009
    Networks in Essembly
    With T. Hogg, D. Wilkinson, G. Szabo HP Labs
  • 30
    1 September 2009
    Networks in Essembly
    With T. Hogg, D. Wilkinson, G. Szabo HP Labs
  • 31
    1 September 2009
    Influence in Essembly
    With T. Hogg, D. Wilkinson, G. Szabo HP Labs
  • Peer pressure keeps people contributing to enterprise social media
    32
    1 September 2009
    P(continuing)
    Active coworkers
    With T. Sandholm, T. HoggHP Labs
  • 33
    1 September 2009
    Social motivation
    Reciprocity
    Competition
    Community
    Impact
    Influence
    Novelty
  • 34
    1 September 2009
    Amazon.com book ratings
    Standard deviation of ratings
    Reviewer #
    F. Wu, B. HubermanHP Labs
  • 35
    1 September 2009
    IMDb movie reviews
    Average rating
    (50 lowest-rated)
    (50 top-rated)
    F. Wu, B. HubermanHP Labs
  • 36
    1 September 2009
    Personal motivation
    Utility
    Motivation
    Reward
  • 37
    1 September 2009
    Personal motivation
    Utility
    Expression
    Motivation
    Reward
  • 38
    1 September 2009
    Distribution
    Distribution
    Barriers
    Attention
    Feedback
    Motivation
    Producers(people whohave info)
    Consumers(people whocan use info)
    Reward
  • 39
    1 September 2009
    Distribution channels
    Indirect
    Presentation
    Aggregation
    Filtering
    Direct
  • 40
    1 September 2009
    Filtering mechanisms
    Social network
  • 41
    1 September 2009
    Filtering mechanisms
    Social network
    Collaborative filtering
  • 42
    1 September 2009
    Filtering mechanisms
    Social network
    Collaborative filtering
    Search
  • 43
    1 September 2009
    Distribution
    Attention
    Barriers
    Attention
    Feedback
    Motivation
    Producers(people whohave info)
    Consumers(people whocan use info)
    Reward
  • Users allocate attention by filtering on…
    44
    1 September 2009
    Novelty
    Popularity
    Person
    Topic
  • Attention decays with novelty
    Digg
    45
    1 September 2009
    Age (minutes)
    F. Wu, B. HubermanHP Labs
  • 46
    1 September 2009
    Feedback
    Distribution
    Barriers
    Attention
    Feedback
    Motivation
    Producers(people whohave info)
    Consumers(people whocan use info)
    Reward
  • 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
    1 September 2009
  • 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
  • Audience diversity
    50
    1 September 2009
    With T. Sandholm, T. HoggHP Labs
  • 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
  • Lack of feedback  people stop posting
    52
    1 September 2009
    Digg submissions
    F. Wu, D. Wilkinson, B. HubermanHP Labs
  • 53
    1 September 2009
    The information ecosystem
    Distribution
    Barriers
    Attention
    Feedback
    Motivation
    Producers(people whohave info)
    Consumers(people whocan use info)
    Reward
  • Effects on society
  • 55
    1 September 2009
    Social media enables sousveillance
    S. Mann, U. Toronto
    flickr.com/photos/fastestsuitintown/
  • 56
    1 September 2009
    Social media raises intellectual property questions
  • 57
    1 September 2009
    Social media poses the risk of groupthink but also the chance of serendipity
  • 58
    1 September 2009
    E. Lawrence, J. Sides, H. FarrellGeorge Washington University
  • 59
    1 September 2009
    L. Adamic, N. GlanceU. Michigan, Intelliseek
  • Social media democratizesinformation
    60
    1 September 2009
  • 61
    1 September 2009
  • Social media mobilizes rapid crowdsourcing
    62
    1 September 2009
  • 63
    1 September 2009
  • 64
    1 September 2009
  • Social media makes news spread faster
    65
    1 September 2009
  • Thank you!
    www.hpl.hp.com/research/scl