Introduction (1/6)

Ten ways to make your semantic app addictive
Elena Simperl, University of Innsbruck, AT
ISWC 2010
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Executive summary
Many aspects of semantic content authoring naturally rely on human contribution.
Motivating users to contribute is essential for semantic technologies to reach critical mass and ensure sustainable growth.
This tutorial is about
Methods and techniques to study incentives and motivators applicable to semantic content authoring scenarios.
How to implement the results of such studies through technology design, usability engineering, and game mechanics.
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Ourapproach
Typologyofsemanticcontentauthoringtasksandthewaystheycouldmotivateuserstocontribute.
Methodologyforanalyzinganddesigningincentivizedsemanticapplications.
Pilots, showcasesandtechnology.
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Incentives and motivation
Incentives are ‘rewards’ assigned by an external ‘judge’ to a performer for undertaking a specific task.
Common belief (among economists): incentives can be translated into a sum of money for all practical purposes.
Incentives can be related to both extrinsic and intrinsic motivations.
Extrinsic motivation if task is considered
Boring, dangerous, useless, socially undesirable, dislikable by the performer.
Intrinsic motivation if
The performer likes what he/she is doing
The act is satisfying in itself (for various reasons).

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Examples

Examples(2)
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Examples(3)
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Harnessing human intelligence
Facebook reports 4,000,000,000 minutes (> 7500 person years) are spent on the site every day
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More than 18 000 titlespreserved in 10 years
Recaptchauserssolve 60 million CAPTCHAs a day, whichaccountsforaround160,000 human hours (19 person years)

Harnessing human intelligence
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Whichtaskscanbecrowdsourced?
Modularity/Divisibility: can the task be divided into smaller chunks (see casual games, Amazon’s Mechanical Turk, open source software)
Skills andexpertise: doesthetaskaddress a broadaudience (see CAPTCHAs, casualgames)
Combinability
Additive: pulling a rope (group performs better than individuals, but each individual pulls less hard)
Conjunctive: running in a pack (performance is that of the weakest member, group size reduces group performance)
Disjunctive: answering a quiz (group size increases group performance in term of the time needed to answer)
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Example: video annotation
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Example: ontology alignment
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Example: ontology evaluation
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Challenges
Task selection, work breakdown anddistributionoflabor
Domain selectionandcreationofknowledgecorpus
Deriving formal representationsfromuserinputs
Technology design
Intrinsicmotivations
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Factorsaffectingparticipation
Prize is higher
Participants are more intrinsically motivated , have more free time, are non-experts in the field , and are not participating due to career concerns, social motivations, or to beat others.
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(Lakhani et al, 2007)

Outline ofthetutorial
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11/6/2010
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Realizing the Semantic Web by encouraging millions of end-users to create semantic content.

Introduction (1/6)

by Roberta Cuel on Nov 15, 2010

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