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Synergies Between Search and Social Metrics


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My talk from: New Metrics for New Media:
Analytics for Social Media and Virtual Worlds

@Media X Stanford 2009

Published in: Technology, Business
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Synergies Between Search and Social Metrics

  1. Synergies BetweenSearch and Social Metrics<br />@ mediaX • Stanford University<br />David A. Shamma • Yahoo! Research<br />
  2. Internet Experiences Group (IEG)<br />Yahoo! Research<br />
  3. Internet ExperiencesYahoo! Research<br />Elizabeth Churchill<br />M Cameron Jones<br />Ayman<br />
  4. IEG Research Areas<br />
  5. IEG Research Areas<br />
  6. Methods<br />Experience measurement through method triangulation:<br /><ul><li>Literature/business analysis
  7. Site reviews
  8. Data visualization
  9. Surveys
  10. Field studies
  11. Prototypes
  12. Activity log analysis</li></ul>Psychology, Sociology, Anthropology, <br />Linguistics, Computer Science, Design <br />
  13. Why are these people here?<br />Dolores Park, San Francisco July 2006.<br />
  14. People Like Video<br />FIFA World Cup Final 2006.<br />
  15. Legacy Web Video<br />
  16. Legacy Metrics<br /><ul><li>Page Views
  17. Playback
  18. Tags
  19. Links/Embed
  20. Favorites
  22. People
  23. Shares</li></li></ul><li>Yahoo! Zync<br />
  24. 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 />
  25. A Short Movie<br />
  26. Percent of actions over time.<br />
  27. Volume of actions over time.<br />
  28. Chat follows the video!<br />CHAT<br />
  29. Social Networks <br />
  30. Boundary Objects<br />
  31. 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 />
  32. 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 />
  33. What are they doing?<br />Dolores Park, San Francisco July 2006.<br />
  34. Now they would be Tweeting!<br />Dolores Park, San Francisco July 2006.<br />
  35. People Tweet While They Watch<br />
  36. CurrentTV: Hack the Debate<br />
  37. 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 />
  38. 1st Presidential Debate Sampled Tweet Volume over time.<br />
  39. 1st Presidential Debate Sampled Tweet Volume over time.<br />CHAT<br />
  40. Video Segmentation<br />
  41. #tags as boundary objects<br />
  42. Hey @newshour!<br />
  43. High Centrality<br />
  44. Topics follow but not aligned<br />
  45. 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 />
  46. thanks to echu, lyndon, mcjones!<br />Fin.<br /> •<br />