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Framing the Conversation
The Role of Facebook Conversations in Shopping for Eyeglasses
Karim Said
ksaid1@umbc.edu

Michele...
The Warby Parker
Home Try-On
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!2
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!3
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!4
Finch
Grenadine

Marva
Cobalt Leaf

Holcomb
Oak Barrel

Ainsworth
Elderberry

Winston
Lunar Fade

Framing the Conversation...
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!6
4 people like this.
We're loving Baxter on you!
3 people like this.
Top left!
2 people like this.
Thanks girlie!
2 people ...
Data + Methods

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!8
Python

Graph API

SQLite

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

Image Files

Excel

!9
4,373 Users!
~3 Years!
2,632 Photos!
6,234 Comments!
1,588 Likes
Framing the Conversation. Said, K., Williams, M., Hurst, ...
Photos

Selfies
Collages

Simple Votes
Word Count

Long Read
Question

All Posts

Comments

Intent
Advice

Engagement

Crit...
20
10
(0
20 1"
10
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10
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10
(0
20 9"
10
(1
20 1"
11
(0
20 1"
11
(0
20 3"
11
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20 5"
11
(0
20 7"...
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:0
0"
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Length of Community Engagement

90"
80"

Participants

70"
60"
50"
40"
30"
20"
10"
0"
8"

12" 16" 20" 24" 28" 32" 36"

40"...
Photo Posts

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!15
33%

62%
The gender
distribution of
contributors was
statistically
significant.

p < 10-5

Framing the Conversation. Said, ...
10%

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!17
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!18
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!19
Comments + Likes

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!20
Commenter Distribution

Warby Parker!
2020
Everyone Else!
4214

Framing the Conversation. Said, K., Williams, M., Hurst, A...
“Oh man, really tough
decision! Both are definitely a
unique look for you. For
something a bit less
traditional, we say hit...
Comment Categories

Other!
318
"Thanks!"!
1331

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

Adv...
Comment Length (Words)

900"

“Japhy all the way!
I think the frame
fits your face
really nicely.”

800"
700"
600"
500"
400...
“Thank you! Those were my top
two choices :) The only thing I am
torn about now is I think I prefer
the Percey more but th...
Comment Length (Words)

900"

“I vote
Tenleys!”

800"
700"

~

600"
500"
400"
300"
200"
100"
0"
0"

1"

2"

3"

4"

5"

6"...
Discussion

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!27
7 people like this.
The Prestons look amazing!
2 people like this.
So great!
2 people like this.
I like the other ones bet...
Networks of close social ties are “useful tool[s] for
collecting explicit information about [individuals’]
preferences and...
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!30
Users of group-shopping sites do not use those sites “first
and for most to find ‘deals.’ Instead, [these sites] are used
fo...
Design Implications

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!32
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!33
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!34
“I love how Warby Parker has
created this online family;
we're all offering sexy and
stylish advice whenever
someone posts...
Future Work

Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!36
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!37
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!38
4,373 Users
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

!39
Framing the Conversation
The Role of Facebook Conversations in Shopping for Eyeglasses
Karim Said
ksaid1@umbc.edu

Michele...
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Framing the conversation

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These are the slides from my CSCW 2014 talk on the Warby Parker Facebook community.

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Framing the conversation

  1. 1. Framing the Conversation The Role of Facebook Conversations in Shopping for Eyeglasses Karim Said ksaid1@umbc.edu Michele Williams mawilliams@umbc.edu Amy Hurst Shaun Kane amyhurst@umbc.edu skane@umbc.edu
  2. 2. The Warby Parker Home Try-On Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !2
  3. 3. Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !3
  4. 4. Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !4
  5. 5. Finch Grenadine Marva Cobalt Leaf Holcomb Oak Barrel Ainsworth Elderberry Winston Lunar Fade Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !5
  6. 6. Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !6
  7. 7. 4 people like this. We're loving Baxter on you! 3 people like this. Top left! 2 people like this. Thanks girlie! 2 people like this. <3 the bottom right!!! Where can I get some of these?! I can’t decide!!! Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. Thanks! Go to warbyparker.com. $95! Just need your prescription. !7
  8. 8. Data + Methods Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !8
  9. 9. Python Graph API SQLite Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. Image Files Excel !9
  10. 10. 4,373 Users! ~3 Years! 2,632 Photos! 6,234 Comments! 1,588 Likes Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !10
  11. 11. Photos Selfies Collages Simple Votes Word Count Long Read Question All Posts Comments Intent Advice Engagement Critical Complimentary Hours Days “Likes” Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !11
  12. 12. 20 10 (0 20 1" 10 (0 20 3" 10 (0 20 5" 10 (0 20 7" 10 (0 20 9" 10 (1 20 1" 11 (0 20 1" 11 (0 20 3" 11 (0 20 5" 11 (0 20 7" 11 (0 20 9" 11 (1 20 1" 12 (0 20 1" 12 (0 20 3" 12 (0 20 5" 12 (0 20 7" 12 (0 20 9" 12 (1 20 1" 13 (0 20 1" 13 (0 20 3" 13 (0 5" Posts Over Time 1800" 1600" 1400" 1200" 1000" 800" 600" 400" 200" 0" Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !12
  13. 13. 00 :0 0" 01 :0 0" 02 :0 0" 03 :0 0" 04 :0 0" 05 :0 0" 06 :0 0" 07 :0 0" 08 :0 0" 09 :0 0" 10 :0 0" 11 :0 0" 12 :0 0" 13 :0 0" 14 :0 0" 15 :0 0" 16 :0 0" 17 :0 0" 18 :0 0" 19 :0 0" 20 :0 0" 21 :0 0" 22 :0 0" 23 :0 0" Posts x Time of Day 2500" 2000" 1500" 1000" 500" 0" Participant Local Time Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !13
  14. 14. Length of Community Engagement 90" 80" Participants 70" 60" 50" 40" 30" 20" 10" 0" 8" 12" 16" 20" 24" 28" 32" 36" 40" 44" 48" 52" 56" 60" 64" 68" 72" 76" 80" 84" 88" 92" 96" 100" Hours Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !14
  15. 15. Photo Posts Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !15
  16. 16. 33% 62% The gender distribution of contributors was statistically significant. p < 10-5 Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !16
  17. 17. 10% Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !17
  18. 18. Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !18
  19. 19. Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !19
  20. 20. Comments + Likes Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !20
  21. 21. Commenter Distribution Warby Parker! 2020 Everyone Else! 4214 Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !21
  22. 22. “Oh man, really tough decision! Both are definitely a unique look for you. For something a bit less traditional, we say hit up the Preston. If you are looking to make a statement through size, then go with the Winston. Thanks for sharing!” Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !22
  23. 23. Comment Categories Other! 318 "Thanks!"! 1331 Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. Advice! 2564 !23
  24. 24. Comment Length (Words) 900" “Japhy all the way! I think the frame fits your face really nicely.” 800" 700" 600" 500" 400" 300" 200" 100" 0" 0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" 16" 17" 18" 19" 20" 21" 22" 23" 24" 25" Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !24
  25. 25. “Thank you! Those were my top two choices :) The only thing I am torn about now is I think I prefer the Percey more but the Sinclair feel tighter which I like because my face is pretty narrow and glasses normally just slide right off. Could the Percey one's be a little stretched out from multiple people trying them on possibly? I'd get the Percey over Sinclair if there is a chance that the actual ones I would get would feel a little tighter than this demo pair.” Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !25
  26. 26. Comment Length (Words) 900" “I vote Tenleys!” 800" 700" ~ 600" 500" 400" 300" 200" 100" 0" 0" 1" 2" 3" 4" 5" 6" 7" 8" 9" 10" 11" 12" 13" 14" 15" 16" 17" 18" 19" 20" 21" 22" 23" 24" 25" Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !26
  27. 27. Discussion Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !27
  28. 28. 7 people like this. The Prestons look amazing! 2 people like this. So great! 2 people like this. I like the other ones better, but these are lovely too. Go for it! These are amazing! 1 person likes this. What do you think?!!?11?! Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !28
  29. 29. Networks of close social ties are “useful tool[s] for collecting explicit information about [individuals’] preferences and interests that may be difficult to obtain otherwise”. Bernstein, 2010 Networks of distant social ties act “not only as a medium for sharing technical knowledge, but as a place where one can seek advice, gather opinions, and satisfy one’s curiosity about a countless number of things”. Adamic, 2008 Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !29
  30. 30. Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !30
  31. 31. Users of group-shopping sites do not use those sites “first and for most to find ‘deals.’ Instead, [these sites] are used for […] extending and building friendships, and constructing one’s social identity”. Hillman, 2013 Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !31
  32. 32. Design Implications Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !32
  33. 33. Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !33
  34. 34. Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !34
  35. 35. “I love how Warby Parker has created this online family; we're all offering sexy and stylish advice whenever someone posts a pic!” “When you're here on our Facebook wall, you're family. (This post was inspired by the Olive Garden, which is lovely, by the way.) <-- Part of this post was also inspired by the movie Old School.” Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !35
  36. 36. Future Work Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !36
  37. 37. Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !37
  38. 38. Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !38
  39. 39. 4,373 Users Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S. !39
  40. 40. Framing the Conversation The Role of Facebook Conversations in Shopping for Eyeglasses Karim Said ksaid1@umbc.edu Michele Williams mawilliams@umbc.edu Amy Hurst Shaun Kane amyhurst@umbc.edu skane@umbc.edu ?!…

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