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+University of   Palo Alto Research Center!       ^MIT CSAIL!
  Minnesota!




8/23/10                   CHI2010 ZeroZero88.com                 1
•  Social
                                    Information
                                    Streams!




8/23/10   CHI2010 ZeroZero88.com                  2
8/23/10   CHI2010 ZeroZero88.com   3
Follower and Followee
                       !



           follows


Follower             Followees
8/23/10   CHI2010 ZeroZero88.com   5
8/23/10   CHI2010 ZeroZero88.com   6
8/23/10   CHI2010 ZeroZero88.com   7
URL Sources




Topic Relevance Scores                 User Topic Profiles




 Social Network Scores                Local Social Network




Recommendation Engine

 Multiply scores
 Rank URLs using multiplied scores
 Recommend highest ranked URLs
Component             Possible Design Choices


URL Sources           FoF (followee-of-followees)
                      Popular



8/23/10       CHI2010 ZeroZero88.com                9
URL Sources




Topic Relevance Scores                 User Topic Profiles




 Social Network Scores                Local Social Network




Recommendation Engine

 Multiply scores
 Rank URLs using multiplied scores
 Recommend highest ranked URLs
8/23/10   CHI2010 ZeroZero88.com   11
Component             Possible Design Choices


Topic Relevance       Self-Topic
Scores                Followee-Topic
                      None


8/23/10       CHI2010 ZeroZero88.com            12
URL Sources




Topic Relevance Scores                 User Topic Profiles




 Social Network Scores                Local Social Network




Recommendation Engine

 Multiply scores
 Rank URLs using multiplied scores
 Recommend highest ranked URLs
Component                Possible Design Choices


Social Network           Social Voting
Scores                   None



8/23/10          CHI2010 ZeroZero88.com            14
Component Possible Design Choices

URL Sources FoF (followee-of-followees)
            Popular
Topic        Self-Topic
Relevance    Followee-Topic               Recommendation Engine
Scores       None
                                           Multiply scores
Social       Social Voting                 Rank URLs using multiplied scores
Network      None                          Recommend highest ranked URLs
Scores




   8/23/10       CHI2010 ZeroZero88.com                                         15
8/23/10   CHI2010 ZeroZero88.com   16
8/23/10   CHI2010 ZeroZero88.com   17
8/23/10   CHI2010 ZeroZero88.com   18
Component               Possible Design Choices

 URL Sources             FoF (followee-of-followees)
                         Popular
 Topic Relevance         Self-Topic
 Scores                  Followee-Topic
                         None
 Social Network          Social Voting
 Scores                  None




                   (beta=0.22, Z=1.78, p=.08)


8/23/10        CHI2010 ZeroZero88.com                  19
Component              Possible Design Choices

 URL Sources            FoF (followee-of-followees)
                        Popular
 Topic Relevance        Self-Topic
 Scores                 Followee-Topic
                        None
 Social Network         Social Voting
 Scores                 None




   (beta=0.58, Z=4.95, p<.001)     (beta=0.27, Z=2.48, p=.01)


8/23/10        CHI2010 ZeroZero88.com                           20
Component              Possible Design Choices

 URL Sources            FoF (followee-of-followees)
                        Popular
 Topic Relevance        Self-Topic
 Scores                 Followee-Topic
                        None
 Social Network         Social Voting
 Scores                 None




          (beta=1.02, Z=6.53, p<.001)


8/23/10        CHI2010 ZeroZero88.com                 21
Component              Possible Design Choices

 URL Sources            FoF (followee-of-followees)
                        Popular
 Topic Relevance        Self-Topic
 Scores                 Followee-Topic
                        None
 Social Network         Social Voting
 Scores                 None




8/23/10        CHI2010 ZeroZero88.com                 22
8/23/10   CHI2010 ZeroZero88.com   23
8/23/10   CHI2010 ZeroZero88.com   24
8/23/10   CHI2010 ZeroZero88.com   25
Algorithms Differ Not Only in Accuracy!
                                      !
Acknowledgements!

•  ASC folks at PARC!
•  All users of Zerozero88.com!
•  My labmates at the University for helping me
  prepare the presentation!



•  … and reach me at jilin@cs.umn.edu for
  questions!!

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  • 1. +University of Palo Alto Research Center! ^MIT CSAIL! Minnesota! 8/23/10 CHI2010 ZeroZero88.com 1
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  • 4. Follower and Followee ! follows Follower Followees
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  • 10. URL Sources Topic Relevance Scores User Topic Profiles Social Network Scores Local Social Network Recommendation Engine  Multiply scores  Rank URLs using multiplied scores  Recommend highest ranked URLs
  • 11. 8/23/10 CHI2010 ZeroZero88.com 11
  • 12. Component Possible Design Choices Topic Relevance Self-Topic Scores Followee-Topic None 8/23/10 CHI2010 ZeroZero88.com 12
  • 13. URL Sources Topic Relevance Scores User Topic Profiles Social Network Scores Local Social Network Recommendation Engine  Multiply scores  Rank URLs using multiplied scores  Recommend highest ranked URLs
  • 14. Component Possible Design Choices Social Network Social Voting Scores None 8/23/10 CHI2010 ZeroZero88.com 14
  • 15. Component Possible Design Choices URL Sources FoF (followee-of-followees) Popular Topic Self-Topic Relevance Followee-Topic Recommendation Engine Scores None  Multiply scores Social Social Voting  Rank URLs using multiplied scores Network None  Recommend highest ranked URLs Scores 8/23/10 CHI2010 ZeroZero88.com 15
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  • 20. Component Possible Design Choices URL Sources FoF (followee-of-followees) Popular Topic Relevance Self-Topic Scores Followee-Topic None Social Network Social Voting Scores None (beta=0.58, Z=4.95, p<.001) (beta=0.27, Z=2.48, p=.01) 8/23/10 CHI2010 ZeroZero88.com 20
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  • 22. Component Possible Design Choices URL Sources FoF (followee-of-followees) Popular Topic Relevance Self-Topic Scores Followee-Topic None Social Network Social Voting Scores None 8/23/10 CHI2010 ZeroZero88.com 22
  • 23. 8/23/10 CHI2010 ZeroZero88.com 23
  • 24. 8/23/10 CHI2010 ZeroZero88.com 24
  • 25. 8/23/10 CHI2010 ZeroZero88.com 25
  • 26. Algorithms Differ Not Only in Accuracy! !
  • 27. Acknowledgements! •  ASC folks at PARC! •  All users of Zerozero88.com! •  My labmates at the University for helping me prepare the presentation! •  … and reach me at jilin@cs.umn.edu for questions!!