“ An Offer You Can’t Refuse” The Roots of Persuasion: Understanding User Motivations in Online/Mobile Photo Sharing Mor Naaman Yahoo! Research Berkeley

Tags and Privacy on Flickr

Y!RB’s ZoneTag 2-click phone-to-Flickr upload Photo uploaded with location and time metadata

2-click phone-to-Flickr upload

Photo uploaded with location and time metadata

ZoneTag Suggested Tags Tagging made easy Tag/annotate your photos from the phone

Tagging made easy

Tag/annotate your photos from the phone

Why Tag? Bay Bridge, Fog, [San Francisco, 94105]

Why Tag? RedSox, Fenway, GreenMonster, [Boston, 02215], …

Why Tag? Horestails, handicapped, sign, [Stanford, 94305], …

Desired Behavior More public photos But absolutely no compromise on user’s privacy or disclosure comfort More tags But meaningful and accurate

More public photos

But absolutely no compromise on user’s privacy or disclosure comfort

More tags

But meaningful and accurate

Study Goal What are the factors that come into play in Making privacy decisions? Adding tags?

What are the factors that come into play in

Making privacy decisions?

Adding tags?

Inspiration Kinberg, Spasojevic, Fleck, Sellen Social uses of camera-phones Nancy van House Research methodology

Kinberg, Spasojevic, Fleck, Sellen

Social uses of camera-phones

Nancy van House

Research methodology

Study Format Reflective Photo Elicitation Participant’s own photos Used to study… photo-taking Grounds study with actual bahavior

Reflective Photo Elicitation

Participant’s own photos

Used to study… photo-taking

Grounds study with actual bahavior

Results: Tagging Motivation Taxonomy I can tell my mom [with the tag] “look, we went to…” “ If I tagged ahead of time I can go back and get all my pictures of [my children]…” “ I want at least one hook of association in there that can help me reconstruct…” “ I tag photos with what I think might be interesting to other people, stuff I think people will like”

Results: Privacy Considerations Taxonomy

Implications for Persuasion: Tags Expose other people’s activity Suggested tags inspired, gave example Communicate all the benefits ZoneTag: “add location so your friends can see where you are, and you can find your photos” Others?

Expose other people’s activity

Suggested tags inspired, gave example

Communicate all the benefits

ZoneTag: “add location so your friends can see where you are, and you can find your photos”

Others?

Implications for Persuasion: Privacy Estimate photo exposure based on settings Nice double effect! Use social comparison Increase awareness of aggregation Others?

Estimate photo exposure based on settings

Nice double effect!

Use social comparison

Increase awareness of aggregation

Others?

Done! With Shane Ahern, Morgan Ames, Dean Eckles, Nathan Good, Simon King, Rahul Nair Know any great UED people? Looking for summer internships? We’re hiring. More fun and games: http://whyrb.com Mor Naaman [email_address]

A few motivating facts ZoneTag used by 500+ users; 50,000+ photos 61% of users - at least one tag per photo on average Some more than five (hello, Marc!) Some users only tag on phone some never tag on phone

ZoneTag used by 500+ users; 50,000+ photos

61% of users - at least one tag per photo on average

Some more than five (hello, Marc!)

Some users only tag on phone

some never tag on phone

A few motivating facts Average Tags, Public ZoneTag Photo: 2.2 Average Tags, Public Shozu Photo: 0.97 Average Tags, Private ZoneTag Photo: 1.85

User Study 13 ZoneTag users (23-45, 9m, 4f) All “taggers” (no use to ask non-taggers why they tag) Roughly one hour each videotaped and analyzed

13 ZoneTag users (23-45, 9m, 4f)

All “taggers” (no use to ask non-taggers why they tag)

Roughly one hour each

videotaped and analyzed

Open Questions Those who don’t… Better filtering, tag suggestions Longer usage trends Effect of community on usage …

Those who don’t…

Better filtering, tag suggestions

Longer usage trends

Effect of community on usage

…