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BSI Managing the Swarm

Marketing 2.0 Conference, Hamburg 2005
BSI



          Join the conversation
  MARKETING 2.0 CONFERENCE
      Paris, France 28/29 March 2011
         www.marketing2conference.com
Managing the Swarm


              Prof. Alex (Sandy) Pentland
          http://www.media.mit.edu/~pentland


MIT Media Lab
My focus: wearable computing and social scene
SAMSUNG
Today:
Wearable Computing
Has Happened!




NOKIA
                      FOSSIL
                      MICROSOFT
        OAKLEY
        MOTOROLA
So: How can we measure social networks and
         face-to-face interactions?




Wearable Sensors, of course
ContextAware : Proximity and Location Logs



• Proximity and Location Log
   – Sits in the background
• Details
   – Starts on boot
   – Logs location, other BT devices in a
     user’s local area
• Applications
   – Match Making Applications
   – Social Network Mapping
   – Epidemiology & Health Monitoring
LifeLog: Life Memories
Personal Patterns   Eagle, Pentland
Friends: Self-Report vs. Behavioral Data




Self-Report Friendship



                                 1-Day Proximity
Social Network Modeling++

                                                 Choudhury, Pentland




                            Based on multi-dimensional scaling of geodesic distances
Serendipity:
Making Social
Software Social
Really Social Software
Face-to-face interaction is primary medium of communication




                                                         High Complexity Information




                                   Within a Floor




                                Within a Building




                                     Within a Site




                                   Between Sites



                                                     0       20         40           60   80
                                                            Proportion of Contacts

                                                                    Face-to-Face
                                                                    Telephone


Allen, T., Architecture and Communication Among Product Development Engineers. 1997, Sloan School of Magement, MIT: Cambridge.
Social Signals: cues in tone of voice, body language


                       • Intention, importance, reflected
                         in speaking style, body language
                       • People accurately and
                         automatically perceive this
                         information, and can use it to
                         accurately predict behavior
                       • Even though they are unaware
                         of it!
Social Signaling




Conversations are more than words
Darwin: active vs passive
         engaged vs distant
         stress vs relaxed
Mirroring vs independent
Audio Mining



How are they speaking?             Who’s speaking when?             Who’s talking to who?
  Auditory Features                Speaker Segmentation             Finding Conversations




         Who’s holding the floor?
     Finding,Predicting, and Describing                   What sort of conversation is it?
           Conversational Scenes                          Classifying Conversation Types
Measurement of Vocal Social Signals



•   1700 hours, 23 people, two weeks, workplace
•   96 people in salary negotiation (ave: 35min each)
•   84 people in speed dating (5 min each)
•   84 people in hiring scenario (5min each)
•   114 people in two conference situations (4 hours each)
•   6 people hospitalized for depression (3 wks each)

• Measured vocal signals for first 5 min (`thin slice’)
• Measured objective outcome, subjective outcome
• R>0.65, p<0.01 for quoted results
Predict salary from first 5 minutes of conversation
                                             Curhan, Pentland




                                         i
Dating   Madan, Pentland
Would woman say yes to going on a date?
Measuring Mood
                                           Sung, Marci, Pentland
                        Charting   Mood
                                   Sleep




  More sleep                                            Mania
  Lack of energy
  Low sociability
  `flat’ conversation

                                                       Low sleep
                                                  More movement
                                                  High sociability
                                                        Talkative
  Depression
Will you ask for more information?   Gips, Pentland
Finding the Connectors


                          Choudhury, Pentland




                         Correlation: 0.90
                         p<0.0004
`Jerk-o-meter’ and `Mood ring’
`Most Visionary Technology’ MIT Enterprise Forum
Focus Groups

                                                                                Pentland, Eagle




P a r ti c ip a n t   S p e a k in g   A v g (sec )    N ea re st      T ra n s itio n     A vg          G ro u p
                      ti m e ( % )     C om m ent     N e ig h b o r   (N a m e , % )    In te re s t   In te re s t
    Iv an                  1 .5            4 .1        N a th a n      N a th a n -2 7      .2 1           .4 4
     Jon                   2 .2            2 .2         Sandy           S an dy-47          .1 3           .3 6
   Jo ost                  9 .9            3 .5         Sandy           Jordan-22           .2 0           .2 2
  Jordan                  1 1 .4           9 .6        M ik e S        M ik e O -2 3        .0 5           .3 0
 L e o n e l le           1 2 .8           8 .8        M ik e S         S an dy-37          .1 8           .3 3
 M ik e O .               1 6 .9           6 .6        Jordan          M ik e S - 2 8       .0 9           .2 1
 M ik e S .               1 0 .1           6 .6        Jordan           S an dy-30          .1 9           .2 4
 N a th a n               1 0 .8          1 0 .9         Iv a n         S an dy-26          .4 0           .3 2
  Sandy                   2 4 .4           6 .9        M ik e S        M ik e O -2 2        .1 7           .2 5
Focus Groups                 Madan, Pentland


               Observed (bad) effects
               • Domination
               • Free riding
               • Polarization

               We can fix this!
For More Information:
http://hd.media.mit.edu

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Managing the Swarm

  • 1. BSI Managing the Swarm Marketing 2.0 Conference, Hamburg 2005
  • 2. BSI Join the conversation MARKETING 2.0 CONFERENCE Paris, France 28/29 March 2011 www.marketing2conference.com
  • 3. Managing the Swarm Prof. Alex (Sandy) Pentland http://www.media.mit.edu/~pentland MIT Media Lab
  • 4. My focus: wearable computing and social scene
  • 5. SAMSUNG Today: Wearable Computing Has Happened! NOKIA FOSSIL MICROSOFT OAKLEY MOTOROLA
  • 6. So: How can we measure social networks and face-to-face interactions? Wearable Sensors, of course
  • 7. ContextAware : Proximity and Location Logs • Proximity and Location Log – Sits in the background • Details – Starts on boot – Logs location, other BT devices in a user’s local area • Applications – Match Making Applications – Social Network Mapping – Epidemiology & Health Monitoring
  • 9. Personal Patterns Eagle, Pentland
  • 10. Friends: Self-Report vs. Behavioral Data Self-Report Friendship 1-Day Proximity
  • 11. Social Network Modeling++ Choudhury, Pentland Based on multi-dimensional scaling of geodesic distances
  • 14. Face-to-face interaction is primary medium of communication High Complexity Information Within a Floor Within a Building Within a Site Between Sites 0 20 40 60 80 Proportion of Contacts Face-to-Face Telephone Allen, T., Architecture and Communication Among Product Development Engineers. 1997, Sloan School of Magement, MIT: Cambridge.
  • 15. Social Signals: cues in tone of voice, body language • Intention, importance, reflected in speaking style, body language • People accurately and automatically perceive this information, and can use it to accurately predict behavior • Even though they are unaware of it!
  • 16. Social Signaling Conversations are more than words Darwin: active vs passive engaged vs distant stress vs relaxed Mirroring vs independent
  • 17. Audio Mining How are they speaking? Who’s speaking when? Who’s talking to who? Auditory Features Speaker Segmentation Finding Conversations Who’s holding the floor? Finding,Predicting, and Describing What sort of conversation is it? Conversational Scenes Classifying Conversation Types
  • 18. Measurement of Vocal Social Signals • 1700 hours, 23 people, two weeks, workplace • 96 people in salary negotiation (ave: 35min each) • 84 people in speed dating (5 min each) • 84 people in hiring scenario (5min each) • 114 people in two conference situations (4 hours each) • 6 people hospitalized for depression (3 wks each) • Measured vocal signals for first 5 min (`thin slice’) • Measured objective outcome, subjective outcome • R>0.65, p<0.01 for quoted results
  • 19. Predict salary from first 5 minutes of conversation Curhan, Pentland i
  • 20. Dating Madan, Pentland
  • 21. Would woman say yes to going on a date?
  • 22. Measuring Mood Sung, Marci, Pentland Charting Mood Sleep More sleep Mania Lack of energy Low sociability `flat’ conversation Low sleep More movement High sociability Talkative Depression
  • 23. Will you ask for more information? Gips, Pentland
  • 24. Finding the Connectors Choudhury, Pentland Correlation: 0.90 p<0.0004
  • 26. `Most Visionary Technology’ MIT Enterprise Forum
  • 27. Focus Groups Pentland, Eagle P a r ti c ip a n t S p e a k in g A v g (sec ) N ea re st T ra n s itio n A vg G ro u p ti m e ( % ) C om m ent N e ig h b o r (N a m e , % ) In te re s t In te re s t Iv an 1 .5 4 .1 N a th a n N a th a n -2 7 .2 1 .4 4 Jon 2 .2 2 .2 Sandy S an dy-47 .1 3 .3 6 Jo ost 9 .9 3 .5 Sandy Jordan-22 .2 0 .2 2 Jordan 1 1 .4 9 .6 M ik e S M ik e O -2 3 .0 5 .3 0 L e o n e l le 1 2 .8 8 .8 M ik e S S an dy-37 .1 8 .3 3 M ik e O . 1 6 .9 6 .6 Jordan M ik e S - 2 8 .0 9 .2 1 M ik e S . 1 0 .1 6 .6 Jordan S an dy-30 .1 9 .2 4 N a th a n 1 0 .8 1 0 .9 Iv a n S an dy-26 .4 0 .3 2 Sandy 2 4 .4 6 .9 M ik e S M ik e O -2 2 .1 7 .2 5
  • 28. Focus Groups Madan, Pentland Observed (bad) effects • Domination • Free riding • Polarization We can fix this!