WISE 2016 paper. Published on Springer LNCS 10041. DOI: 10.1007/978-3-319-48740-3_10.
Participation to challenges within social networks is a very effective instrument for promoting a
brand or event. In this paper, we take the challenge organizer's perspective, and we study how to raise the
engagement of players in challenges where the players are stimulated to
create and evaluate content, thereby indirectly raising the awareness about the brand or event itself.
The full paper has been published at the conference WISE 2016: Web Information Systems Engineering – WISE 2016. pp 140-154. DOI: 10.1007/978-3-319-48740-3_10
In the paper we illustrate a comprehensive model of the actions and strategies
that can be exploited for progressively boosting
the social engagement during the challenge evolution. The model studies
the organizer-driven management of interactions among players, and evaluates
the effectiveness of each action in light of several other factors (time, repetition,
third party actions, interplay between different social networks, and so on).
We evaluate the model through a set of experiment upon a real case, the YourExpo2015 challenge. Overall, our experiments lasted 9 weeks and
mobilized hundreds of thousands of users on two different social platforms;
our quantitative analysis assesses the validity of the model.
By Politecnico di Milano Data Science Lab.