Synergies BetweenSearch and Social Metrics<br
/>@ mediaX • Stanford University<br />David A. Shamma • Yahoo! Research<br />

Internet Experiences Group (IEG)<br />Yahoo!
Research<br />

Internet ExperiencesYahoo! Research<br />Elizabeth Churchill<br
/>M Cameron Jones<br />Ayman<br />

IEG Research Areas<br />

IEG Research Areas<br />

Methods<br />Experience measurement through method
triangulation:<br /><ul><li>Literature/business analysis

Site reviews

Data visualization

Surveys

Field studies

Prototypes

Activity log analysis</li></ul>Psychology, Sociology, Anthropology,
<br />Linguistics, Computer Science, Design <br />

Why are these people here?<br
/>Dolores Park, San Francisco July 2006.<br />

People Like Video<br />FIFA World
Cup Final 2006.<br />

Legacy Web Video<br />

Legacy Metrics<br /><ul><li>Page Views

Playback

Tags

Links/Embed

Favorites

Comments

People

Shares</li></li></ul><li>Yahoo! Zync<br />

What to Collect to measure
engagement?<br />Type of event (Zync player command or a normal chat message)<br />Anonymous hash (uniquely identifies the sender and the receiver, without exposing personal account data)<br />URL to the shared video<br />Timestamp for the event<br />The player time(with respect to the specific video) at the point the event occurred<br />The number of characters and the number words typed (for chat messages)<br />Emoticons used in the chat message<br />

A Short Movie<br />

Percent of actions over time.<br
/>

Volume of actions over time.<br
/>

Chat follows the video!<br />CHAT<br
/>

Social Networks <br />

Boundary Objects<br />

Core Stats (opt-in)<br />April 1,
2009 through April 7, 2009 (inclusive).<br />3.25 million events (URLs, chat, volumes, pause events). <br />24,258 users • 24,506 sessions<br />Of these users, 35.29% (μ=2:02, σ= 2:72,σ2= 7:40) of the users engaged in more than one session during that week<br />76,762 URLs, 23% shared in more than one session.<br />Over 99% of the shared videos came from YouTube.<br />Approximately 2% of all the URLs sent within Yahoo! Messenger at-large.<br />

Reciprocity<br />43.6% of the sessions
the invitee played at least one video back to the session’s initiator.<br />77.7% sharing reciprocation<br />Pairs of people often exchanged more than one set of videos in a session.<br />In the categories of Nonprofit, Technology and Shows, the invitees shared more videos to the initiator (5:4, 9:7, and 5:2 respectably).<br />

What are they doing?<br />Dolores
Park, San Francisco July 2006.<br />

Now they would be Tweeting!<br
/>Dolores Park, San Francisco July 2006.<br />

People Tweet While They Watch<br
/>

CurrentTV: Hack the Debate<br />

Tweet Crawl<br />Three hashtags: #current
#debate08 #tweetdebate<br />97 mins debate + 53 mins following = 2.5 hours total. <br />3,238 tweets from 1,160 people.<br />1,824 tweets from 647 people during the debate.<br />1,414 tweets from 738 people post debate.<br />577 @ mentions (reciprocity!)<br />266 mentions during the debate<br />311 afterwards.<br />Low RT: 24 retweets in total<br />6 during<br />18 afterwards.<br />

1st Presidential Debate Sampled Tweet
Volume over time.<br />

1st Presidential Debate Sampled Tweet
Volume over time.<br />CHAT<br />

Video Segmentation<br />

#tags as boundary objects<br />

Hey @newshour!<br />

High Centrality<br />

Topics follow but not aligned<br
/>

In Search of Social…<br />Instrument
for Engagement<br />Privacy<br />Volume of Interaction<br />Search for Expression<br />Crawling samples<br />Re-query for missed data<br />Identify pragmatics of the medium<br />Twitter can be content free<br />Twitter isn&apos;t necessarily social<br />Find meaningful reciprocity<br />Merge Classical Methods with Social Metrics<br />Model social interaction as it is represented and beyond<br />

thanks to echu, lyndon, mcjones!<br
/>Fin.<br />aymans@acm.org • http://shamurai.com<br />