Synergies BetweenSearch and Social Metrics@ mediaX • Stanford UniversityDavid A. Shamma • Yahoo! Research

Internet Experiences Group (IEG)Yahoo! Research

Internet ExperiencesYahoo! ResearchElizabeth ChurchillM Cameron JonesAyman

IEG Research Areas

IEG Research Areas

MethodsExperience measurement through method triangulation:Literature/business analysis Site reviewsData visualizationSurveysField studiesPrototypesActivity log analysisPsychology, Sociology, Anthropology, Linguistics, Computer Science, Design

Literature/business analysis

Site reviews

Data visualization

Surveys

Field studies

Prototypes

Activity log analysis

Why are these people here?Dolores Park, San Francisco July 2006.

People Like VideoFIFA World Cup Final 2006.

Legacy Web Video

Legacy MetricsPage ViewsPlayback TagsLinks/EmbedFavoritesCommentsPeopleShares

Page Views

Playback

Tags

Links/Embed

Favorites

Comments

People

Shares

Yahoo! Zync

What to Collect to measure engagement?Type of event (Zync player command or a normal chat message)Anonymous hash (uniquely identifies the sender and the receiver, without exposing personal account data)URL to the shared videoTimestamp for the eventThe player time(with respect to the specific video) at the point the event occurredThe number of characters and the number words typed (for chat messages)Emoticons used in the chat message

A Short Movie

Percent of actions over time.

Volume of actions over time.

Chat follows the video!CHAT

Social Networks

Boundary Objects

Core Stats (opt-in)April 1, 2009 through April 7, 2009 (inclusive).3.25 million events (URLs, chat, volumes, pause events). 24,258 users • 24,506 sessionsOf these users, 35.29% (μ=2:02, σ= 2:72,σ2= 7:40) of the users engaged in more than one session during that week76,762 URLs, 23% shared in more than one session.Over 99% of the shared videos came from YouTube.Approximately 2% of all the URLs sent within Yahoo! Messenger at-large.

Reciprocity43.6% of the sessions the invitee played at least one video back to the session’s initiator.77.7% sharing reciprocationPairs of people often exchanged more than one set of videos in a session.In the categories of Nonprofit, Technology and Shows, the invitees shared more videos to the initiator (5:4, 9:7, and 5:2 respectably).

What are they doing?Dolores Park, San Francisco July 2006.

Now they would be Tweeting!Dolores Park, San Francisco July 2006.

People Tweet While They Watch

CurrentTV: Hack the Debate

Tweet CrawlThree hashtags: #current #debate08 #tweetdebate97 mins debate + 53 mins following = 2.5 hours total. 3,238 tweets from 1,160 people.1,824 tweets from 647 people during the debate.1,414 tweets from 738 people post debate.577 @ mentions (reciprocity!)266 mentions during the debate311 afterwards.Low RT: 24 retweets in total6 during18 afterwards.

1st Presidential Debate Sampled Tweet Volume over time.

1st Presidential Debate Sampled Tweet Volume over time.CHAT

Video Segmentation

#tags as boundary objects

Hey @newshour!

High Centrality

Topics follow but not aligned

In Search of Social…Instrument for EngagementPrivacyVolume of InteractionSearch for ExpressionCrawling samplesRe-query for missed dataIdentify pragmatics of the mediumTwitter can be content freeTwitter isn't necessarily socialFind meaningful reciprocityMerge Classical Methods with Social MetricsModel social interaction as it is represented and beyond

thanks to echu, lyndon, mcjones!Fin.aymans@acm.org • http://shamurai.com