2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
All the News that’s Fit to Read: A Study of Social Annotations for News Reading
1. All the News that’s Fit to
Read: A Study of Social
Annotations for News
Reading
+ CHI 2013
-Chinmay Kullkarni & Ed Chi
/정다미
x 2013 fall
2. Author
• Chinmay Kulkarni
– Ph. D. Student at Stanford University’s
HCI Group
• Ed H. Chi
– Research Scientist at Google
– Research Area : HCI & Visualization, Data
Mining, IR
– University of Minnesota
3. Introduction
[Google News ‘Spotlight’]
[New York Times]
[Facebook ‘social reader’
& timeline]
온라인 뉴스 서비스 사용자들에게 소셜읽기 경험 제공
추천 알고리즘, 뉴스 전문업체의 추천, 지인 추천 등이 있고 공유 가능
Annotation이란? : 누가누가 읽었다, 추천한다에 대한 표시
annotation 종류에 따라 사용자의 ‘뉴스읽기’가 어떤 영향을 받을 것인가?
4. Introduction
• 실험 2개 진행
– 로그아웃된 상태와 로그인 된 상태에서의 annotation에 대한 실험
– Annotation 타입에 따라 피실험자의 ‘뉴스 읽기’ 행동이 어떻게 달라지는가?
실험1 : 로그아웃 된 상태
실험2 : 로그인 된 상태
‘non-personalized’
‘personalized’
낯선 사람,
컴퓨터 알고리즘,
허구의 신문업체의
Annotation의 영향력
실제 피실험자의 친구
들의 annotation의 영
향력
5. Annotations as decision aids
• 검색과 같이 정보요구가 명확할 때, annotation 은 적절한 리소스를 결
정하는데 도움을 줌
– 어떻게 annotation을 나타낼 것인가, 어떤 종류가 가장 유용할 것인가
– 전문가의 social annotation은 가장 큰 도움이 됨
• 정보요구가 특정하지 않을 때, annotations은 다르게 기능할 것
예) 뉴스추천 시스템
– 진실성, 중요도, 흥미도 등이 높은 기사를 찾기 위해 가장 핵심이 되는 cue를 사용
– 저널리스트는 지리정보, social proximity 등을, 일반 독자는 인기도를
– Annotation도 뉴스 선택에 중요한 cue가 될 수 있을까?
– 뉴스전문업체, 에디터, 컴퓨터에 의한 annotation은?
6. Annotations as persuasion
• Annotation은 사람들로 하여금 어떤 행동을 수행하도록 설득(persuade)
시킬 수 있을 것이다
– 자신과 반대의 사회적 의견에 마주했을 때, 자신의 선택을 변경하거나 새로운 행동을
수행하기도 함
– 그동안의 연구는 여러 형태의 annotation에 대해 다루지 않음
– annotation의 persuasion 외에 다른 이익을 무시함
ex) 단순히 설득력(persuasiveness)를 최대화 하면 좋은 컨텐츠를 알아보는데 도움을 주
는 등의 순기능을 줄일 수 있음
7. Annotations as Social Presentation
• Social Presentation
– 자신이 다른 사람들에게 어떻게 보이기를 원하는지를 반영해 특정 사회적 상황에서 자
신의 행동을 변화시킨다 (Goffman)
– 온라인 소셜 네트워크에서도 나타남
• Social presentation으로서의 social annotation
– 읽기 행위를 공유하는 audience와 콘텐츠 종류에 따라 뉴스기사 읽기 행동에 변화
– 사용자가 어떤 뉴스를 읽었는지 기록되고, 공개적으로 공유될 때 읽기행위는 달라지게
될 것인가?
8. Experiment 1
Goal
Non-personalized*의 뉴스기사들 중에서,
지인이 아닌 다른 무언가에 의한 annotation
이사람들의 뉴스읽기에 어떤 영향을 끼치는지 조사
*personalized : 사용자의 친구가 추천한 뉴스 기사를 바탕으로 맞춤형 뉴스목록 제공하
는 것, non- 은 이러한 맞춤형 서비스를 제공하지 않는 것
9. Experiment 1
Procedure
• Particpants
– Amazon’s Mechanical Turk(online crowdsourcing marketplace)을 통해 실험 진
행
– 영어 가능한 미국 거주민, 560명 (237 female)
• condition
– 변인 1 : annotation 타입(non, computers, strangers, company)
– 변인 2 : recording 여부 (Present or Absent)
– 4x2 between-subjects design (피험자간설계)
10. Experiment 1
Setup and Procedure
4 개의 뉴스 페이지 제공
페이지당 6개의 뉴스기사 박스가 있음
피실험자에게 흥미로운 기사 클릭하게 함
News1
News2
News3
News4
News5
News5
11. Experiment 1
Setup and Procedure
– Recording : 피실험자가 뉴스 기사를 읽었다는 것을 나타내는 것.
피실험자에게는 다음 실험할 사람에게 그들의 이름이 나타날 것이라고 말
해둠
낯선 회사명으로
annotation을 가
짜로 꾸밈
Recording
– 모든 피실험자들에게 동일한 뉴스기사 셋트 제공 (구글 뉴스 사용)
12. Experiment 1
Result
• ANOVA 분석결과
– annotation condition에 따라 클릭된 기사 수에 유의미한 차이가 있었음 (X^2(3,
N=308) = 12.89, p <0.05)
* 252명 아무 기사도 클릭하지 않아 제외
• 사후 검정 결과
– Computer, company annotation는 더 많은 뉴스기사를 클릭 하게 함
(t300 = +2.03, p<0.05), (t300 = +1.93, p=0.05)
– 낯선사람의 annotation은 뉴스기사 클릭에 영향을 끼치지 않음
(t300 = -0.49, p>06)
– 레코딩 했을 때와 안했을 때 클릭된 기사 수에 유의미한 차이 없었음
– 단, Company annotation 있을 때, 레코딩을 하게되면 기사를 덜 클릭하게 된다
(t300=-2.46, p<0.05)
13. Experiment 1
Discussion
클릭 비율을 통해 사용자의 관심을 측정할 수 있음
-> 뉴스기사를 얼마나 클릭했느냐를 통해 특정 타입의 annotation이 얼마나 설
득력 있는지(persuasive)를 측정함
레코딩 annotation의 persuasiveness를 감소시킴
-> 뉴스 읽기는 social presentation와 관련된 social activity로 볼 수 있음
14. Experiment 2
Goal
Personalized 뉴스 기사에서의
친구 annotation은
뉴스읽기에 어떤 영향을 미치는가?
1) decision aids :
개인화된 social annotations는 사람들이 좀더 재미있는 콘텐츠를 발견하고 선택하
는데 도움을 주는가?
2) persuasion :
사람들은 친구로부터 추천 받은 뉴스기사를 더 잘 읽게 되는가?
15. Experiment 2
Participants
– N = 59, Google 직원(non-technical position)
– 피실험자 모집 : Google+ 최소 12개 이상의 news-like URL이 있는 사람
– 실험1 참여자와 공통 점 :
• 미국 거주자, 성별(여성 42% /39%), 나이 (중간값 30세/28세),
• 같은 종류의 뉴스기사 읽음
• 가까운 친구와 가족들과 뉴스 콘텐츠 공유
• social netwrok를 통해 흥미로운 기사 받아본다(매주마다 몇개씩)
– 실험 2 참여자만의 특징
• Technology 기사 좀 더 자주 봄,
• 더 자주 뉴스기사 공유(18%/ 29% ’at least once a day’),
• 직장 동료와 좀 더 기사 많이 공유(21%/58%)
16. Experiment 2
Procedure : Conditions and measures
– 피실험자들 흥미있는 기사 클릭하고, 그 기사에 대한 흥미정도 체크
– 독립변수
• Annotation type(없음, 친구, 낯선 사람)
• recording(you read this) 여부,
• personalized 여부
–
변수 combination
– 종속변수
• 실험참여자가 클릭한 뉴스기사 개수
• 각 기사별 흥미도 점수(1-5 리커트척도)
17. Experiment 2
Setup and Procedure
– annotation type별로 4 개의 뉴스 페이지 구성
– 페이지당 6개의 뉴스기사 박스가 있음
– 피실험자에게 흥미로운 기사 클릭하게 함 + 흥미도 체크 위젯
집단 A
집단 B
Stranger+non-personlized
None+non-personlized
Friend+personalized
None+personalized
Stranger+non-personlized
None+non-personlized
Friend+personalized
None+personalized
News1
News2
News1
News2
News3
News4
News3
News4
News5
News5
News5
News5
Recording 있음
Recording 없음
18. Experiment 2
Setup and Procedure
personalized contents
• 참여자의 구글플러스 friend들이 +1 한 기사들 보여줌
• Friend annotation은 친구 이름 보여줌
Non-personalized contents
• 구글 뉴스로부터 아무 기사 보여줌
• stranger annotation은 낯선이의 이름 보여줌
친구
or 낯선사람
19. Experiment 2
Hypotheses
H1. Personalization
annotation 없을 때, personalization은 ‘읽기’를 더 증가시킬 것이다
H2. Friend Annotations
personalized 콘텐츠일 때, 친구의 annotation은 ‘뉴스 읽기’를 더 증가시킬 것이다
H3. Stranger Annotations
non-personalized 콘텐츠일 때, 낯선이의 annotation은 ‘읽기’를 증가시킬 것이다
H4. Net effect
personalization & friend annotation은 non-personalization & unannotation 보다
‘뉴스읽기’를 더 증가시킬 것이다
H5. Recording
레코딩은 사람들의 ‘읽기’ 레벨을 감소시킬 것이다
H6. Recording interaction
레코딩은 annotation이나 personalization과 상호작용할 것이다
20. Experiment 2
Result
• H1. Personalization (with nonannotation)
– personalization 이거나 non-personalization 이었을 때
클릭된 기사 수와 흥미도 점수에 유의미한 차이 없음
클릭(t(58) = 0.87, p>0.2), 흥미도(t(138) = -.0.36, p>0.5)
-> Personalization은 기사 읽기 행동에 영향을 끼치지 않는다
• H2. Friend Annotations (with personalization)
– 친구 annotation이 있을 때가 없을 때보다 더 많은 기사를 클릭하고, 흥미도 점수도
높음
클릭(t(58) = 1.62, p = 0.05 (평균 2.16 > 1.98)
흥미도(t(138) = 3.96, p<0.01 (평균 3.61 > 3.11)
-> 친구 annotation은 개인화된 콘텐츠에서 사용자의 기사 읽기 행동을 증가시킨다
21. Experiment 2
Result
• H3. Stranger Annotations (with non-personaliztion)
– 낯선 사람의 annotation은 annotation 없을 때보다는 뉴스 기사를 더 많이 클릭하게
함 (실험1과 반대)
– 흥미도는 더 떨어짐 (t(138) = -2.46, p<0.01)
• H4. Net effect
– Personalized + friend annotation과
nonPersonalized + no annotation를 비교
-> Personalization and annotation 의 경우가 사람들이 더 기사를 많이 클릭하고, 기사
에 대한 흥미도도 높다
22. Experiment 2
Result
• H5. Recording & H6 : Recording Interaction
– Recording 했을 때와 안했을 때 클릭한 기사 수와 흥미도 에서 모두 유의미한 차이가
없었음
– 실험 1과(company annotation & recording은 효과 있었음 는 반대 결과
• Summary
Personalized 콘텐츠에 친구 annotation이 있을 경우 전체적으로 뉴스 읽기에 대한 사용
자 경험을 더 증진시킨다.
23. Experiment 2
Interviews
• Interviewee
– 실험 2 참여했던 사람 중 8명 (남4, 여4)
• Method
–
–
–
–
Retrospective-think-aloud (RTA)
전화 통해 20분간, 실험 끝난지 2시간 안에 인터뷰
실험2 때 피면접자가 클릭한 기사 중 랜덤으로 하나 선택하여 보여줌
해당 기사에 대한 실험 당시의 condition도 함께 제시
24. Experiment 2
Interviews
• Annotators above a threshold of social proximity
– 주어진 기사가 친구로부터 annotated 된 것을 알지만, 그 친구가 누구인지는 모름
“크리스탈이 추천해준 것은 대부분 읽을 것이다”
• Annotators with subject expertise
– 특정 분야 전문가인 친구가 추천해준 기사이기 때문에 클릭했다
“Doug는 내 친구인데 만화가이다, 만약 Doug가 보는 카툰이라면 나도..”
• Annotations that provided context
– Annotation은 뉴스 추천에 맥락을 더해준다
– 필라델피아에서 온 친구가 annotate했기 때문에 필라델피아의 새로운 열차에 대한 뉴
스봄
25. Discussion
• Annotations as persuasion
– 실험2에서 낯선 사람, 친구 annotation 모두 기사 더 많이 보게 함
(실험 1과는 반대)
-> 낯선사람과 별로 친하지 않은 지인을 확실히 구분하기 힘듦
• Annotation for engagement
– 실험2에서 낯선사람의 annotation이 뉴스 흥미도는 오히려 떨어뜨림
-> 낯선사람이나 친구 모두 비슷한 설득력을 가질지라도, 낯선 사람은 동질성
(homophily)*이 부족하기 때문에 흥미도 증가 못시킴
– 동질성(homophily)는 친구의 annotation에 추가적인 맥락을 부여
* Homophily : i.e. ‘love of the same’, 비슷한 사람들과 묶이고자 하는 경향
26. Discussion
• Annotation as social presentation
– 실험1과 실험2에서 서로 모순된 결과 나옴
-> 좀 더 연구 필요
• Annotations and recommendations
– 친구추천이나 top 헤드라인 등 추천이 이루어지는 방식이나, 드러내는 방식이 ‘뉴스읽
기’ 행위에 영향을 끼침
• Limitation
– Annotation 영향력에 관한 첫 연구
-> 후속 연구는 미묘한 effect 더 잘 잡아낼 수 있을 것
27. Conclusion
– Social annotation은 persuasiveness의 정도나 사용자의 참여도를 변화시
키는 능력 등이 다양함
-> 로그아웃 상태에서 업체 annotation이, 로그인 상태에서는 친구
annotation이 persuasive 함. 얼마나 친밀하냐도 중요
– Annotation은 social presence에 의해서 annotated 콘텐츠에 맥락을 부여
함으로써 콘텐츠를 더 재미있게 만듦
– 뉴스 읽기에 대한 Social annotations에 대한 첫 논문
– ‘뉴스읽기’행위에 영향을 끼치는 세세한 부분에 대한 향후 연구와 추천시스템
디자인에 도움을 줄 수 있을 것
28. Discussion
1. 주로 뉴스기사를 보는 곳은? (포털? 페이스북?)
2. 뉴스 공유를 자주 하는지, 그렇다면 어떤 종류의 뉴스를 공유 하는지
3. 어떤 뉴스기사를 읽을 것인지에 대한 판단 기준은 무엇인지 (유명한 사람이
추천했다, 댓글이 많이 달렸다 등)