Michael Seufert, Karl Lorey, Matthias Hirth, Tobias Hoßfeld Gamification Framework for Personalized Surveys on Relationships in Online Social Networks. 1st International Workshop on Crowdsourcing and Gamification in the Cloud (CGCloud), Dresden, Germany, December 2013. Abstract: The estimation of psychological properties of relationships (e.g., popularity, influence, or trust) only from objective data in online social networks (OSNs) is a rather vague approach. A subjective assessment produces more accurate results, but it requires very complex and cumbersome surveys. The key contribution of this paper is a framework for personalized surveys on relationships in OSNs which follows a gamification approach. A game was developed and integrated into Facebook as an app, which makes it possible to obtain subjective ratings of users' relationships and objective data about the users, their interactions, and their social network. The combination of both subjective and objective data facilitates a deeper understanding of the psychological properties of relationships in OSNs, and lays the foundations for future research of subjective aspects within OSNs.

1. Institute of Computer Science
Chair of Communication Networks
Prof. Dr.-Ing. P. Tran-Gia
Gamification Framework
for Personalized Surveys on Relationships
in Online Social Networks
Michael Seufert
www3.informatik.uni-wuerzburg.de

2. Agenda
1.
2.
3.
4.
5.
Motivation
Facebook App
Framework
Live Demo
Discussion
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3. MOTIVATION
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4. Nodes (metrics):
• Node degree
• Closeness centrality
• Betweenness centrality
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5. Persons (characteristics):
• Influence
• Trust
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6. Motivation
Objective
metrics
Jointly assess
Subjective
subjective characteristics characteristics
and objective data
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7. Goal
Assessment of subjective and objective data
 Analysis of correlations and dependencies
 Creation and validation of models
Method
 Facebook integration as app
 Intrinsic motivation of users
 Survey of characteristics: influence, trust, etc.
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8. FACEBOOK APP
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9. Requirements
Integration as a game
(Gamification)
 Survey integration
 User recruitment
 Data collection
 Added value for users
App
Tests
Framework
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10. My Secret Insights
Answer questions about friends
Earn points
Unlock rewards
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12. Gamification
Intrinsisic added value
instead of external
motivation
Rewards/
Added
value
Success
Motivation
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13. Motivation of desired user behavior
Participation
App
diffusion
Data
permissions
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14. Motivation of desired user behavior
Participation
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15. Participation


Curiosity and success
(rewards)

Participation
Competition and ambition
(points and rankings)
Fun
(fun questions)
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16. Rewards
Insights into social
network
 Analyses (e.g., influence)
 Visualizations
 Rankings
Icon of „My Secret Insights“
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17. Motivation of desired user behavior
App
diffusion
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18. App diffusion
Concept:
The more of a user‘s friends participate…
 … the better the insights
 … the larger the information content
Diffusion among friends:
 Friends can be invited (active)
 Events (e.g., unlocking of reward) can be
published on profile wall/news feed
(passive)
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19. Motivation of desired behavior
Data
permissions
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20. Data permissions
Unlocking of
rewards
Permission to
collect data
Insights and
storage of data
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21. FRAMEWORK
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22. Requirements




Personalized tests
API access
Quality assurance
Flexibility
App
Tests
Framework
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23. Data collection
Framework
Subjective data
Objective data
Tests
Facebook API
Influence
Classification
Other
attributes
User profile
Relationships
Interactions
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24. Data collection
User profile

Name
 Age
 Interests
Relationships

Friends
 Mutual friends
Interactions

Postings
 Likes
 Comments
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25. Framework properties
Mechanisms for flexible handling of:
 Tests and questions
 Quality assurance
 API access
 Access control
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26. LIVE DEMO
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27. DISCUSSION
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28. Framework and app
Intrinsic motivation
of:
 Participation
 App diffusion
 Data permissions
Framework:
 Tests
 Data management
 Quality
 Flexibility
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29. Outlook

EU FP7 project SmartenIT
 Improve traffic management in the Internet
 Utilize social information

http://www.smartenit.eu
Socially-aware traffic management
 Collaboration of trusting users
 Prediction of future demands of users

Objective data and metrics can be collected (more or less) easily

Models are needed to analyze these data and map them to
subjective characteristics of relationships
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30. Nodes (metrics):
• Node degree
• Closeness centrality
• Betweenness centrality
Persons (characteristics):
• Influence
• Trust
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31. Open questions

Which gamification element will increase the users‘
willingness to participate, spread the app, and
disclose their personal data?

How to measure the success of the gamification
design?

Does the gamification survey provide the same
results as a classical survey?

How to integrate multiple tests on different
characteristics?

How to successfully release/publish/advertise app?
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