20080509 webresearch lifshits_lecture02

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20080509 webresearch lifshits_lecture02

  1. 1. Social Design Yury Lifshits Caltech http://yury.name St.Petersburg, May 2008 CS Club at Steklov Institute of Mathematics 1 / 24
  2. 2. Wikipedia: mechanism design is the study of designing rules of a game or system to achieve a specific outcome, even though each agent may be self-interested. 2 / 24
  3. 3. Wikipedia: mechanism design is the study of designing rules of a game or system to achieve a specific outcome, even though each agent may be self-interested. Social design is an art and science of setting rules in social systems. 2 / 24
  4. 4. Outline 1 Defining a New Field 3 / 24
  5. 5. Outline 1 Defining a New Field 2 Notable Social Mechanisms 3 / 24
  6. 6. Outline 1 Defining a New Field 2 Notable Social Mechanisms 3 New Ideas 3 / 24
  7. 7. Outline 1 Defining a New Field 2 Notable Social Mechanisms 3 New Ideas 4 Thoughts on Future 3 / 24
  8. 8. 1 Social Design: Defining a New Field 4 / 24
  9. 9. Social Design vs. Machine Learning Machine learning methodology: 1 Collect available data 2 Create training examples 3 Learn a “magic formula” 5 / 24
  10. 10. Social Design vs. Machine Learning Machine learning methodology: 1 Collect available data 2 Create training examples 3 Learn a “magic formula” Social design: Motivate users give more and better data Motivate feedback Motivate creating training examples 5 / 24
  11. 11. Applications Search Trust and recommendations Motivating openness & contribution Keeping users engaged Spam protection Loyalty programs Advertising targeting and wishlist extraction 6 / 24
  12. 12. Instruments for Social Design Rules for system entrance Virtual statuses Business model: costs and rewards Privacy policy Information dynamics Rights: data access, contact, post Limits: invitations, connections, messages 7 / 24
  13. 13. 2 Notable Social Mechanisms 8 / 24
  14. 14. eBay Feedback Buyers and sellers Bidirectional feedback evaluation after every transaction eBay Feedback: +/-, four criteria-specific ratings, text comment Total score: sum of +/- Feedback points 1, 6, 12, months and lifetime versions 9 / 24
  15. 15. Advertising Systems Event Advertiser Person Ad FOR Media $$$ SALE Action Targeting www.home.org Choosing procedure Advertising Engine Pricing mechanism 10 / 24
  16. 16. Sponsored Search Search UEFA Cup final Engine Advertisement Advertisement 1 Algorithmic Advertisement 2 results Advertisement 3 11 / 24
  17. 17. Sponsored Search Search UEFA Cup final Engine Advertisement Advertisement 1 Algorithmic Advertisement 2 results Advertisement 3 The higher click-through rate is the cheaper is advertising 11 / 24
  18. 18. VKontakte Reputations 1 First 100 points: real name and photo, profile completeness 2 Then: paid points (via SMS) gifted by your supporters 3 Any person has 1 free reference link, initially pointing to a person who invited him to VKontakte. Bonus points (acquired by rules 2 and 3) are propagating with 1/4 factor by reference links. 12 / 24
  19. 19. VKontakte Reputations 1 First 100 points: real name and photo, profile completeness 2 Then: paid points (via SMS) gifted by your supporters 3 Any person has 1 free reference link, initially pointing to a person who invited him to VKontakte. Bonus points (acquired by rules 2 and 3) are propagating with 1/4 factor by reference links. Rating benefits: Basis for sorting: friends lists, group members, event attendees Bias for “random six friends” selection 12 / 24
  20. 20. Digg News sorted by user votes Two streams: top news and upcoming Votes are inflating with time Votes of reputable users counts more 13 / 24
  21. 21. Other Stories Yahoo! Buzz Amazon spam Twitter limit of 140 characters Last.FM Last album of Radiohead rel=nofollow Attention Trust movement Blog ranking (Technorati, Yandex) 14 / 24
  22. 22. Offline Social Mechanisms 15 / 24
  23. 23. Offline Social Mechanisms Political elections Transportation: carpool rule, traffic lights Taxation law Immigration law 15 / 24
  24. 24. 3 New Ideas 16 / 24
  25. 25. Frontpage Auctions What content/apps to promote to frontpage? Owner choice Latest content (like in any blog) Paid placement (spot for advertisement) Random (like six random friends box in any Facebook profile) User voted (like in Digg.com) Personalization 17 / 24
  26. 26. Reputation-Based Messaging Every product can buy 10 reputation points on the start Every advertising message costs a point A positive response (vote up) brings 10 new reputation points 18 / 24
  27. 27. 4 Thoughts on Future 19 / 24
  28. 28. Technology Challenges Viral distribution (apps, information) Motivating openness and contribution Cross-platform reputations Business reputations Social spam, sybill attack (reputations can help) Revenue sharing, new business models Innovations in copyright and patent law Wishlist extraction Employee lists Anonymity of web surfing 20 / 24
  29. 29. Research Challenges General theory, taxonomy of existing systems Openness of rules How to resolve the problem of control and independence of business profile? Best way for collecting social capital for businesses in the Web? Implementing attention economy ideas? How a new product starts in the information space? 21 / 24
  30. 30. Links Homepage http://yury.name Minicourse page: http://yury.name/newweb.html http://businessconsumer.net/files/marketing-agenda.pdf Research Agenda in Online Marketing [Working paper] http://yury.name/reputation.html Tutorial on Reputation Systems http://businessconsumer.net Our research project in online marketing 22 / 24
  31. 31. References TED Talks: Larry Lessig, Seth Godin, Mena Trott, Jimmy Wales 23 / 24
  32. 32. Summary Thanks for your attention! Questions? 24 / 24

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