Designing People’s Interconnections in Mobile Social Networks

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Designing People’s Interconnections in Mobile Social Networks - Presentation Transcript

  1. Designing People’s Interconnections in Mobile Social Networks Giuseppe Lugano, Jorma Kyppö, Pertti Saariluoma Social ICT - Human Dimensions Research Group University of Jyväskylä I International Conference on Multidisciplinary Information Sciences & Technologies (InScit2006) Merida (Spain), 25-27.10.2006
  2. Presentation Overview
    • Introduction
      • MoSoSo
      • from MoSoSo to MoSoSe
    • How to design Mobile Social Services?
    • MoSoSe design in three steps
      • Capture user and group needs
      • Measure and match social connections
      • Implement Personal Social Space
    • Conclusions and future directions
  3. Introduction: MoSoSo
    • Despite of technological advances, there is still no “killer-app” for 3G
    • Success of so-called Web2.0 shows a possible direction of development for 3G services
      • Web2.0 is about sharing and collaboration between individuals and their social network
      • Some example of “Web2.0”: sharing
        • photos: Flickr
        • videos: YouTube
        • bookmarks: del.icio.us
        • business contacts: Linkedin
    • Similar applications for the mobile environment are known as “Mobile Social Software” (MoSoSo)
  4. Introduction: from MoSoSo to MosoSe
    • Why ”Mobile Social Service” (MoSoSe) and not ”Mobile Social Software” (MoSoSo)?
      • in our view, service emphasizes the human perspective more than software
    • MoSoSe definition
      • ” tools that support interaction among networked mobile users ”
      • adaptation of Shirky’s definition of Social Software for the mobile environment
  5. How to design Mobile Social Services?
    • MoSoSe basic ingredients
      • people
        • the human social network
      • connections
        • shared/common attributes (homophily)
      • contexts for interaction
        • location, task...
    • MoSoSe requirements
      • ” user/group profiling”: user and group needs
      • ” user matching”: generate social network
      • ” presentation”: show opportunities for social interaction in relevant context
  6. MoSoSe design in three steps
    • Capturing user and group needs
      • User psychological approach : definition of user profile by assessing action goals and motivation in mobile usage.
      • User profile includes preferences for disclosure of personal information and control on information flow
    • Measure and match social connections
      • Social network analysis (SNA) : collection of mobile usage data, definition of similarity metrics, user clustering
    • Show opportunities for social interaction
      • implementation of the personal social space : using results of previous two steps, mobile phone features are augmented and personalized with social networking
  7. Step 1: Human and group needs
    • User psychological analysis of human needs
      • In mobile services, communication need is central
      • Understand need for “social networking”
        • What? (goal)
          • i.e. Improved group coordination
        • With whom? (social context)
          • i.e. With my friends
        • When?
          • i.e. During my free time
        • How?
          • i.e. Any communication mode that is available
      • Design challenge: defining, modeling and recognizing context
  8. Step 1: Human and group needs
    • Knowledge about user needs turns into a “user profile”
    • User profile consists of
      • Static data (demographics), which is the user “digital identity”
      • Dynamic data (manually set or automatically sensed)
        • (Explicit) - User preferences
        • (Explicit) - Group memberships
        • (Implicit) - Patterns of mobile phone usage
        • (Implicit) - Communication history
  9. Step 1: Human and group needs
    • Group identity and needs
      • Dynamic concepts linked to members’ expressed needs and actions
      • May disappear when there are no more members
      • Should be self-organizing, reflecting the behavior of group members
      • “ tagging” could be used to manage group membership and participation
    • Example
      • Group of friends playing football
      • They agree to use the “football” tag to characterize the group
      • Instead of sending a message (textual or multimedia) to a user, they simply add the tag to the message. In this way, it becomes a shared item with the rest of the group in their social space
      • All items tagged with “football” are the digital memory of the group and can be used also to create a reputation system
      • According to the policy of the group, shared items might have rights (read, write, access, expiration flag…) associated to them
      • Tag, message history, reputation system and group policy together express the group identity and needs
  10. Step 2: Measure and match social connections
    • Generating the Social network
      • Initialization
        • adaptation of Moreno’s sociometric test to the mobile environment
      • Data collection
        • Storage and continuous update of user profile
      • Similarity metrics
        • Measure users’ homophily according to a chosen attribute
        • Distance in terms of social characteristics is translated into network distance
      • User clustering
        • Hierarchical or based on “ edge betweenness ”
  11. Step 3: Personal Social Space
    • Individual level (Me)
      • Social networking for improved user-machine interaction
    • Social-network (My contacts)
      • Address-book contacts clustered according to specific criteria
        • i.e. group communication
    • Personal involvement in social network (My groups)
      • Individual activity which can be related to a certain group
        • i.e. reputation in a group
    • Shared space
      • Area of overlapping interests, expressed by the “group” concept, between the user and his social network
  12. Conclusions and future directions
    • In this paper, we introduced the concept of Mobile Social Service and the challenges connected to its design process
    • Our design approach combined a user psychological approach and social network analysis methods
    • A three-step model has been presented, including
      • Analysis of user and group needs
      • Generation process of the social network
      • Integration of social networking in mobile through the implementation of a “Personal Social Space”
    • Several areas still need further investigations
      • Simplifying assumptions made for the mathematical analysis of the social network through homophily algorithms
      • Group properties and dynamics emerging through “tagging”
      • Privacy management connected to sharing of personal data
      • Context modeling and recognition

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