“ An Offer You Can’t Refuse” The Roots of Persuasion: Understanding User Motivations in Online/Mobile Photo Sharing Mor Na...
Tags and Privacy on Flickr
Y!RB’s ZoneTag <ul><li>2-click phone-to-Flickr upload </li></ul><ul><li>Photo uploaded with location and time metadata </l...
ZoneTag Suggested Tags <ul><li>Tagging made easy </li></ul><ul><ul><li>Tag/annotate your photos from the phone </li></ul><...
Why Tag? Bay Bridge, Fog, [San Francisco, 94105]
Why Tag? RedSox, Fenway, GreenMonster, [Boston, 02215], …
Why Tag? Horestails, handicapped, sign, [Stanford, 94305], …
Desired Behavior <ul><li>More public photos </li></ul><ul><ul><li>But absolutely no compromise on user’s privacy or disclo...
Study Goal <ul><li>What are the factors that come into play in </li></ul><ul><ul><li>Making privacy decisions? </li></ul><...
Inspiration <ul><li>Kinberg, Spasojevic, Fleck, Sellen </li></ul><ul><ul><li>Social uses of camera-phones </li></ul></ul><...
Study Format <ul><li>Reflective Photo Elicitation </li></ul><ul><ul><li>Participant’s own photos </li></ul></ul><ul><li>Us...
Results: Tagging Motivation Taxonomy I can tell my mom [with the tag] “look, we went to…” “ If I tagged ahead of time I ca...
Results: Privacy Considerations Taxonomy
Implications for Persuasion: Tags <ul><li>Expose other people’s activity </li></ul><ul><ul><li>Suggested tags inspired, ga...
Implications for Persuasion: Privacy <ul><li>Estimate photo exposure based on settings </li></ul><ul><ul><li>Nice double e...
Done! With Shane Ahern, Morgan Ames, Dean Eckles, Nathan Good, Simon King, Rahul Nair Know any great UED people? Looking f...
A few motivating facts <ul><li>ZoneTag used by 500+ users; 50,000+ photos </li></ul><ul><li>61% of users - at least one ta...
A few motivating facts Average Tags, Public ZoneTag Photo:  2.2 Average Tags, Public Shozu Photo: 0.97 Average Tags,  Priv...
User Study <ul><li>13 ZoneTag users (23-45, 9m, 4f) </li></ul><ul><li>All “taggers” (no use to ask non-taggers why they ta...
Open Questions <ul><li>Those who don’t… </li></ul><ul><li>Better filtering, tag suggestions </li></ul><ul><li>Longer usage...
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Understanding User Motivations in Online and Mobile Photo Sharing

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From the Mobile Persuasion workshop at Stanford, Feb 2007. http://mobilepersuasion.org/

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  • Excellent. You've shown your credibility on presentation with this slideshow. This one deserves thumbs up. I'm John, owner of www.freeringtones.ws/ . Perhaps I'll get to see more quality slides from you.

    Best wishes.
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  • Great demonstration about the need to innovate business models; how you can represent them succinctly; together with the need to make innovation initiatives actionable. Excellent use of photos and obvious to see illustrative samples.
    Anisa
    http://financejedi.com http://healthjedi.com
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  • Slide 12 and 13 are the interesting ones.
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  • Pretty much!
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  • Got it. Basically it's about effectively communicating what the behavior of the system will be, so that people aren't surprised.
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  • “An offer you can’t refuse: because we are looking for an offer that is rooted in the user’s own motivation.” Read: ZoneTag and Flickr
  • Transcript of "Understanding User Motivations in Online and Mobile Photo Sharing"

    1. 1. “ An Offer You Can’t Refuse” The Roots of Persuasion: Understanding User Motivations in Online/Mobile Photo Sharing Mor Naaman Yahoo! Research Berkeley
    2. 2. Tags and Privacy on Flickr
    3. 3. Y!RB’s ZoneTag <ul><li>2-click phone-to-Flickr upload </li></ul><ul><li>Photo uploaded with location and time metadata </li></ul>
    4. 4. ZoneTag Suggested Tags <ul><li>Tagging made easy </li></ul><ul><ul><li>Tag/annotate your photos from the phone </li></ul></ul>
    5. 5. Why Tag? Bay Bridge, Fog, [San Francisco, 94105]
    6. 6. Why Tag? RedSox, Fenway, GreenMonster, [Boston, 02215], …
    7. 7. Why Tag? Horestails, handicapped, sign, [Stanford, 94305], …
    8. 8. Desired Behavior <ul><li>More public photos </li></ul><ul><ul><li>But absolutely no compromise on user’s privacy or disclosure comfort </li></ul></ul><ul><li>More tags </li></ul><ul><ul><li>But meaningful and accurate </li></ul></ul>
    9. 9. Study Goal <ul><li>What are the factors that come into play in </li></ul><ul><ul><li>Making privacy decisions? </li></ul></ul><ul><ul><li>Adding tags? </li></ul></ul>
    10. 10. Inspiration <ul><li>Kinberg, Spasojevic, Fleck, Sellen </li></ul><ul><ul><li>Social uses of camera-phones </li></ul></ul><ul><li>Nancy van House </li></ul><ul><ul><li>Research methodology </li></ul></ul>
    11. 11. Study Format <ul><li>Reflective Photo Elicitation </li></ul><ul><ul><li>Participant’s own photos </li></ul></ul><ul><li>Used to study… photo-taking </li></ul><ul><li>Grounds study with actual bahavior </li></ul>
    12. 12. 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”
    13. 13. Results: Privacy Considerations Taxonomy
    14. 14. Implications for Persuasion: Tags <ul><li>Expose other people’s activity </li></ul><ul><ul><li>Suggested tags inspired, gave example </li></ul></ul><ul><li>Communicate all the benefits </li></ul><ul><ul><li>ZoneTag: “add location so your friends can see where you are, and you can find your photos” </li></ul></ul><ul><li>Others? </li></ul>
    15. 15. Implications for Persuasion: Privacy <ul><li>Estimate photo exposure based on settings </li></ul><ul><ul><li>Nice double effect! </li></ul></ul><ul><li>Use social comparison </li></ul><ul><li>Increase awareness of aggregation </li></ul><ul><li>Others? </li></ul>
    16. 16. 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]
    17. 17. A few motivating facts <ul><li>ZoneTag used by 500+ users; 50,000+ photos </li></ul><ul><li>61% of users - at least one tag per photo on average </li></ul><ul><ul><li>Some more than five (hello, Marc!) </li></ul></ul><ul><li>Some users only tag on phone </li></ul><ul><ul><li>some never tag on phone </li></ul></ul>
    18. 18. 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
    19. 19. User Study <ul><li>13 ZoneTag users (23-45, 9m, 4f) </li></ul><ul><li>All “taggers” (no use to ask non-taggers why they tag) </li></ul><ul><li>Roughly one hour each </li></ul><ul><ul><li>videotaped and analyzed </li></ul></ul>
    20. 20. Open Questions <ul><li>Those who don’t… </li></ul><ul><li>Better filtering, tag suggestions </li></ul><ul><li>Longer usage trends </li></ul><ul><li>Effect of community on usage </li></ul><ul><li>… </li></ul>

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