Photo Credit: David Wild
Social Social
Brynn M. Evans
UC San Diego
BarCampSD4 http://brynnevans.com Nov 15, 2008
bmevans@gmail.com

Photo Credit: Image Source

Search is an extended
process.

Search can be social.

The Study

The Survey
We sought the context and purpose of the search experience.

The Survey
We sought the context and purpose of the search experience.

The Survey
We sought the context and purpose of the search experience.
BEFORE
DURING
AFTER

The Survey
We sought the context and purpose of the search experience.
• when did the episode occur?
BEFORE • what were you doing before the search?
• did you talk with anyone prior to searching?
DURING
AFTER

The Survey
We sought the context and purpose of the search experience.
• when did the episode occur?
BEFORE • what were you doing before the search?
• did you talk with anyone prior to searching?
DURING • what steps did you take in your search?
• did you interact with anyone?
AFTER

The Survey
We sought the context and purpose of the search experience.
• when did the episode occur?
BEFORE • what were you doing before the search?
• did you talk with anyone prior to searching?
DURING • what steps did you take in your search?
• did you interact with anyone?
• what did you do immediately after?
AFTER
• did you share your results with anyone?

Subject Sample
• N = 150
• Anonymous, English-speaking users
• diverse backgrounds
Profession Employer
9% Education Universities (London, Illinois, Missouri, Northeastern)
9% Financial Liberty Mutual, Ernst & Young
7% Healthcare ChartOne Inc, Mid State Health Systems
6% Govt. Agency IRS, US Army, Navy, Air Force, Dept of Commerce
6% Software Oracle, EA Games
6% Retail Target, Circuit City
5% Research LexisNexis, GE Plastics

Subject Sample
$41.50
http://bit.ly/mturk
• N = 150
• Anonymous, English-speaking users
• diverse backgrounds
Profession Employer
9% Education Universities (London, Illinois, Missouri, Northeastern)
9% Financial Liberty Mutual, Ernst & Young
7% Healthcare ChartOne Inc, Mid State Health Systems
6% Govt. Agency IRS, US Army, Navy, Air Force, Dept of Commerce
6% Software Oracle, EA Games
6% Retail Target, Circuit City
5% Research LexisNexis, GE Plastics

Subject Sample
$41.50
http://bit.ly/mturk
• N = 150
• Anonymous, English-speaking users
• diverse backgrounds
Profession Employer
9% Education Universities (London, Illinois, Missouri, Northeastern)
9% Financial Liberty Mutual, Ernst & Young
7% Healthcare ChartOne Inc, Mid State Health Systems
6% Govt. Agency IRS, US Army, Navy, Air Force, Dept of Commerce
6% Software Oracle, EA Games
6% Retail Target, Circuit City
5% Research LexisNexis, GE Plastics

Subject Sample
$41.50
http://bit.ly/mturk
• N = 150
• Anonymous, English-speaking users
• diverse backgrounds
Profession Employer
9% Education Universities (London, Illinois, Missouri, Northeastern)
9% Financial Liberty Mutual, Ernst & Young
7% Healthcare ChartOne Inc, Mid State Health Systems
6% Govt. Agency IRS, US Army, Navy, Air Force, Dept of Commerce
6% Software Oracle, EA Games
6% Retail Target, Circuit City
5% Research LexisNexis, GE Plastics

Subject Sample
$41.50
http://bit.ly/mturk
• N = 150
• Anonymous, English-speaking users
• diverse backgrounds
Profession Employer
9% Education Universities (London, Illinois, Missouri, Northeastern)
9% Financial Liberty Mutual, Ernst & Young
7% Healthcare ChartOne Inc, Mid State Health Systems
6% Govt. Agency IRS, US Army, Navy, Air Force, Dept of Commerce
6% Software Oracle, EA Games
6% Retail Target, Circuit City
5% Research LexisNexis, GE Plastics

Subject Sample
$41.50
http://bit.ly/mturk
• N = 150
• Anonymous, English-speaking users
• diverse backgrounds
Profession Employer
9% Education Universities (London, Illinois, Missouri, Northeastern)
9% Financial Liberty Mutual, Ernst & Young
7% Healthcare ChartOne Inc, Mid State Health Systems
6% Govt. Agency IRS, US Army, Navy, Air Force, Dept of Commerce
6% Software Oracle, EA Games
6% Retail Target, Circuit City
5% Research LexisNexis, GE Plastics

externally-motivated searchers self-motivated searchers

externally-motivated searchers self-motivated searchers
specific request from a boss,
customer, or client

externally-motivated searchers self-motivated searchers
specific request from a boss,
customer, or client
Photo Credit: tuexperto_com5

externally-motivated searchers self-motivated searchers
specific request from a boss, self-initiated search for personal or
customer, or client work related information
Photo Credit: tuexperto_com5

externally-motivated searchers self-motivated searchers
specific request from a boss, self-initiated search for personal or
customer, or client work related information
Photo Credit: tuexperto_com5
Photo Credit: Peter Voerman

Pre-search social interactions are prevalent
Almost half of our sample interacted with other prior to searching.
externally-motivated self-motivated

Pre-search social interactions are prevalent
Almost half of our sample interacted with other prior to searching.
externally-motivated self-motivated
70% 30%

Pre-search social interactions are prevalent
Almost half of our sample interacted with other prior to searching.
externally-motivated self-motivated
70% 30%
1. seek advice
2. brainstorm
3. collect search tips (e.g., keywords, URLs)

During-search social interactions are prevalent
...for “informational” or “exploratory” searches = undefined information need
externally-motivated self-motivated
Photo Credit: Children at Risk Foundation

During-search social interactions are prevalent
...for “informational” or “exploratory” searches = undefined information need
externally-motivated self-motivated

During-search social interactions are prevalent
...for “informational” or “exploratory” searches = undefined information need
externally-motivated self-motivated

Post-search social interactions are prevalent
Over half of users shared information with others
externally-motivated self-motivated

Post-search social interactions are prevalent
Over half of users shared information with others
externally-motivated self-motivated
83% 48%

Post-search social interactions are prevalent
Over half of users shared information with others
externally-motivated self-motivated
83% 48%
1. obligation
2. thought others would be interested
3. to get feedback

What is social search ?

social search :
accessing information through social resources
Social resources:
• people
• online social networks
• discussion forums
• archived conversations

social search :
accessing information through social resources
Social resources:
• people
• online social networks
• discussion forums
• archived conversations

social search :
accessing information through social resources
Social resources: Interactions:
• people • explicit or implicit
• online social networks • co-located or remote
• discussion forums • synchronous or asynchronous
• archived conversations • online or offline

Many factors are involved
in getting information from social resources.

Photo Credit: Brian Talbot
Information

Photo Credit: Brian Talbot
Information Photo Credit: David Wild
People

Photo Credit: Brian Talbot
Information Photo Credit: David Wild
People
Photo Credit:LuckyGun
Culture

Photo Credit: Brian Talbot
Information Photo Credit: David Wild
People
Photo Credit: Paata Vardanashvili
Culture

Photo Credit: Brian Talbot
Information Photo Credit: David Wild
People
Photo Credit: Paata Vardanashvili
Technology
Photo Credit: Generation X-Ray Culture

Current state of
social search?

Is social search a “people search” engine?

Is social search “people-powered” search?

Is social search wiki-edited search listings?

Is social search finding “the pulse of the web”?

Is social search outsourced question-answering?

Is social search search within your social network?

Thank you #barcampsd4!
Short summary of my research:
http://brynnevans.com/blog/2008/10/15/user-needs-during-social-search/
http://asc-parc.blogspot.com/2008/10/user-needs-during-social-search.html
Link to the paper:
http://brynnevans.com/papers/social-search-cscw08-preprint.pdf
Link to the (more academic) slides:
http://www.slideshare.net/bmevans/towards-a-model-of-understanding-social-search-presentation/
Link to the Interactions Magazine article:
http://interactions.acm.org/content/?p=1189