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Gamification Framework for Personalized Surveys on Relationships in Online Social Networks

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Michael Seufert, Karl Lorey, Matthias Hirth, Tobias Hoßfeld …

Michael Seufert, Karl Lorey, Matthias Hirth, Tobias Hoßfeld
Gamification Framework for Personalized Surveys on Relationships in Online Social Networks.
1st International Workshop on Crowdsourcing and Gamification in the Cloud (CGCloud), Dresden, Germany, December 2013.

Abstract:
The estimation of psychological properties of relationships (e.g., popularity, influence, or trust) only from objective data in online social networks (OSNs) is a rather vague approach. A subjective assessment produces more accurate results, but it requires very complex and cumbersome surveys. The key contribution of this paper is a framework for personalized surveys on relationships in OSNs which follows a gamification approach. A game was developed and integrated into Facebook as an app, which makes it possible to obtain subjective ratings of users' relationships and objective data about the users, their interactions, and their social network. The combination of both subjective and objective data facilitates a deeper understanding of the psychological properties of relationships in OSNs, and lays the foundations for future research of subjective aspects within OSNs.

Published in: Social Media, Technology, Business
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  • 1. Institute of Computer Science Chair of Communication Networks Prof. Dr.-Ing. P. Tran-Gia Gamification Framework for Personalized Surveys on Relationships in Online Social Networks Michael Seufert www3.informatik.uni-wuerzburg.de
  • 2. Agenda 1. 2. 3. 4. 5. Motivation Facebook App Framework Live Demo Discussion 2 Michael Seufert 2
  • 3. MOTIVATION 3 Michael Seufert
  • 4. Nodes (metrics): • Node degree • Closeness centrality • Betweenness centrality 4 Michael Seufert
  • 5. Persons (characteristics): • Influence • Trust 5 Michael Seufert
  • 6. Motivation Objective metrics Jointly assess Subjective subjective characteristics characteristics and objective data 6 Michael Seufert 6
  • 7. Goal Assessment of subjective and objective data  Analysis of correlations and dependencies  Creation and validation of models Method  Facebook integration as app  Intrinsic motivation of users  Survey of characteristics: influence, trust, etc. 7 Michael Seufert 7
  • 8. FACEBOOK APP 8 Michael Seufert
  • 9. Requirements Integration as a game (Gamification)  Survey integration  User recruitment  Data collection  Added value for users App Tests Framework 9 Michael Seufert 9
  • 10. My Secret Insights Answer questions about friends Earn points Unlock rewards 10 Michael Seufert 10
  • 11. 11 Michael Seufert
  • 12. Gamification Intrinsisic added value instead of external motivation Rewards/ Added value Success Motivation 12 Michael Seufert 12
  • 13. Motivation of desired user behavior Participation App diffusion Data permissions 13 Michael Seufert 13
  • 14. Motivation of desired user behavior Participation 14 Michael Seufert 14
  • 15. Participation   Curiosity and success (rewards)  Participation Competition and ambition (points and rankings) Fun (fun questions) 15 Michael Seufert 15
  • 16. Rewards Insights into social network  Analyses (e.g., influence)  Visualizations  Rankings Icon of „My Secret Insights“ 16 Michael Seufert 16
  • 17. Motivation of desired user behavior App diffusion 17 Michael Seufert 17
  • 18. App diffusion Concept: The more of a user‘s friends participate…  … the better the insights  … the larger the information content Diffusion among friends:  Friends can be invited (active)  Events (e.g., unlocking of reward) can be published on profile wall/news feed (passive) 18 Michael Seufert 18
  • 19. Motivation of desired behavior Data permissions 19 Michael Seufert 19
  • 20. Data permissions Unlocking of rewards Permission to collect data Insights and storage of data 20 Michael Seufert 20
  • 21. FRAMEWORK 21 Michael Seufert
  • 22. Requirements     Personalized tests API access Quality assurance Flexibility App Tests Framework 22 Michael Seufert 22
  • 23. Data collection Framework Subjective data Objective data Tests Facebook API Influence Classification Other attributes User profile Relationships Interactions 23 Michael Seufert 23
  • 24. Data collection User profile  Name  Age  Interests Relationships  Friends  Mutual friends Interactions  Postings  Likes  Comments 24 Michael Seufert 24
  • 25. Framework properties Mechanisms for flexible handling of:  Tests and questions  Quality assurance  API access  Access control 25 Michael Seufert 25
  • 26. LIVE DEMO 26 Michael Seufert
  • 27. DISCUSSION 27 Michael Seufert
  • 28. Framework and app Intrinsic motivation of:  Participation  App diffusion  Data permissions Framework:  Tests  Data management  Quality  Flexibility 28 Michael Seufert 28
  • 29. Outlook  EU FP7 project SmartenIT  Improve traffic management in the Internet  Utilize social information  http://www.smartenit.eu Socially-aware traffic management  Collaboration of trusting users  Prediction of future demands of users  Objective data and metrics can be collected (more or less) easily  Models are needed to analyze these data and map them to subjective characteristics of relationships 29 Michael Seufert 29
  • 30. Nodes (metrics): • Node degree • Closeness centrality • Betweenness centrality Persons (characteristics): • Influence • Trust 30 Michael Seufert
  • 31. Open questions  Which gamification element will increase the users‘ willingness to participate, spread the app, and disclose their personal data?  How to measure the success of the gamification design?  Does the gamification survey provide the same results as a classical survey?  How to integrate multiple tests on different characteristics?  How to successfully release/publish/advertise app? 31 Michael Seufert 31
  • 32. 32 Michael Seufert

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