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HPX 影音讀書會第一場 Paul Adams 演講內容介紹


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HPX影音讀書會 第一次聚會

這是HPX影音讀書會首航嘗試 (Pilot Test)。我們要看的是 Facebook 產品經理,也是知名Social Network研究者 – Paul Adams 在 UX Week 2011的演講(How Our Social Circles Influence What We Do, Where We Go, and How We Decide),主題是社交網路的特性,以及它對人們的影響。這一場演講其實就是他的書《Grouped》(《社群效應》)的濃縮。如果你已經看過書,對內容有一定程度的掌握,聽起來應該比較容易抓到重點。

關於Paul Adams

Paul Adams 任職於Facebook,擔任全球品牌體驗經理(Global Head of Brand Design, Facebook)。
Paul Adams畢業于愛爾蘭國立藝術與設計學院工業設計專業,獲得設計學士,並于2001年至2002年期就讀于愛爾蘭利莫瑞克大學交互設計專業獲得理學碩士。
加入Facebook之前,2007年至2010年之間,Paul Adams就職於Google用戶體驗團隊,是社會化互動設計領域的領銜人物,負責Google多個社會化網站項目,諸如Gmail,手機Google,Youtube等。

影片:How Our Social Circles Influence What We Do, Where We Go, and How We Decide

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HPX 影音讀書會第一場 Paul Adams 演講內容介紹

  1. 1. 影音讀書會March 5, 2013
  2. 2.
  3. 3. HPX 影音讀書會HPX Video Discussion Group ...
  4. 4.專業。英文。交流
  5. 5. Paul AdamsUX Week2011
  6. 6. HowOur Social CirclesInfluenceWhat We Do,Where We Go,andHow We Decide
  7. 7. Paul Adams• 任職於 Facebook,擔任全球品牌設計總監(Global Head of Brand Design)• 負責研究與制定新產品的設計、開發與推廣策略• 畢業於愛爾蘭國立藝術與設計學院工業設計系、Limerick 大學互動多媒體所• 曾擔任 Google 資深使用者經驗研究員,帶領社交使用者經驗研究團隊;參與 Google多個社交、Apps、YouTube、行動專案
  8. 8. 第一段Part I: 0:00-15:02
  9. 9. The Web Built around People• A Web focusing on people, notcontent, not to mention technology• Social by design• A few examples to show why (andhow) the Web is re-built aroundpeople• “bolted on”
  10. 10. English to Go• “So this is me and you can tweet toyour heart’s content.” – 2:11• as much as you want
  11. 11. Discussion• How is a website built around people?• “bolted-on” vs. “by design”• a meaningful differentiation?
  12. 12. 第二段Part II: 15:03-32:04
  13. 13. Why the Web should be Builtaround People• Technology is changing fast, butbehavior is changing very slowly• Understand, design and re-orient forand around people
  14. 14. People Live in Networks• People have independent groups offriends• People have different types ofrelationships• Dunbar’s number• The independent groups areconnected by individuals
  15. 15. English to Go• “He is a real foodie.” – 25:25• a person having an avid interest in thelatest food fads
  16. 16. Discussion• How is information disseminate ingroups of people?• No super-influencers? Really?
  17. 17. 第三段Part III: 32:05-45:37
  18. 18. Networks Determine HowPeople are Influenced• Friends (and friend networks),experience and environment (cues)• Threshold of being influenced
  19. 19. English to Go• “It’s kind of stating the obvious in manyways.” – 32:54• saying something everyone knows
  20. 20. Discussion• Is UX community the best people toinfluence people (because thecommunity knows people and socialbehavior best)?• 44:43, what was he saying?
  21. 21. 弱連結的力量The Strength of Weak Ties
  22. 22. The Strength of Weak Ties• 弱連結的力量(強度)• Granovetter, 1973• 研究透過個人網絡尋找工作的相關訊息• 檢視連結的性質和強度• 根據與朋友聯繫(看到,see)的頻率,區別連結的強弱程度
  23. 23. The Strength of Weak Ties• 聯繫頻率:• 經常(often):每週二次以上• 偶爾(occasionally):多於每年一次,少於每週二次• 極少(rarely):每年一次或更少• 透過個人網絡找到工作,與連結強度有關
  24. 24. The Strength of Weak Ties• 透過個人關係找到工作的人中:• 16.7% 透過經常看到的朋友• 55.6% 透過偶爾看到的朋友• 27.8% 透過極少看到的朋友
  25. 25. The Strength of Weak Ties• 因此就找工作而言,弱連結(較少聯繫者)是比較重要的資訊來源
  26. 26. 說明• 強連結(經常碰面的人)間接觸的資訊較接近• 強連結常有傳遞效果• 若A-B、A-C間均是強連結,B-C間應該也會是強連結• 不易出現右圖的狀況
  27. 27. 說明• 新資訊較可能由弱連結傳遞過來• 不同群體擁有的資訊可能很不相同
  28. 28. 社會網絡分析觀念Social Network Analysis
  29. 29. 網絡中心性(centrality)• 衡量節點的重要性• Degree centrality• links one have• in and out• popularity, participation, ...Prell, C. (2012). Social Network Analysis: History, Theory, and Methodology. Newbury Park, CA: Sage.
  30. 30. 網絡中心性(centrality)• Closeness centrality• shortest distances to other nodes• independence (not relying on others torelay information, etc.)Prell, C. (2012). Social Network Analysis: History, Theory, and Methodology. Newbury Park, CA: Sage.
  31. 31. 網絡中心性(centrality)• Betweenness centrality• how often one sits in between two othernodes• potential control over the flow (ofinformation etc.)Prell, C. (2012). Social Network Analysis: History, Theory, and Methodology. Newbury Park, CA: Sage.
  32. 32. 網絡中心性(centrality)• Eigenvector centrality• how important one’s friends are• Google’s PageRankPrell, C. (2012). Social Network Analysis: History, Theory, and Methodology. Newbury Park, CA: Sage.
  33. 33. 網絡大小與密度• Size• Density• the extent everyone is connected• Clustering coefficient• the extent one’s friends are connectedPrell, C. (2012). Social Network Analysis: History, Theory, and Methodology. Newbury Park, CA: Sage.
  34. 34. 範例:15世紀佛羅倫斯政治聯姻An Example: 15th Century Florentine Marriage
  35. 35. Network of Marriages• Florence in the 1430’sJackson, M. O. (2008). Social and Economic Networks.
  36. 36. Medici’s Rising• Degree: 6• Guadagni: 4• Strozzi: 4;• not exactly dramaticJackson, M. O. (2008). Social and Economic Networks.
  37. 37. Medici’s Rising• Betweenness: 0.522• i.e. Medici family lies on half of all shortestpaths between families• Guadagni: 0.255 (2nd highest family)• Strozzi: 0.103Jackson, M. O. (2008). Social and Economic Networks.
  38. 38. 原著The book
  39. 39. 現在的社交網路The Social Web Today
  40. 40. 1Social networks are notnew, and the social webis here to stay.
  41. 41. 2Sharing is a meanto an end.
  42. 42. 3Our social networks aremade up of small,independent groups,connected through us.
  43. 43. 4The people closest to ushave disproportionateinfluence over us.
  44. 44. 5When spreading ideas,the structure of thenetwork is more importantthan the characteristics ofindividuals.
  45. 45. 6How we behave islearned from observingothers.
  46. 46. 7Many of our decisions aremade by our non-conscious, emotionalbrain.
  47. 47. 8We’re wired to avoidtrying new things,especially when theydon’t match our beliefs.
  48. 48. 9People will increasinglyturn to their friends forinformation.
  49. 49. 所需的新知識A New Knowledge Set is Required
  50. 50. 1Social Behavior
  51. 51. 2Networks
  52. 52. 3How People Think
  53. 53. 下集預告Next time on HPX Video
  54. 54. Luke Wroblewski on Input
  55. 55. 作業Homework
  56. 56. Homework• Listening to the talk again• Use the idioms/words you learn threetimes a week• If you really cannot find a chance to,please feel free to send me a note withthe idiom/word.
  57. 57. Thank You!
  58. 58. Your commentsare most welcome!