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Share the love: Motivating positive participation in social software

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Share the love: Motivating positive participation in social software

  1. 1. Share the love: Motivating positive participation in social software<br />Mike Brzozowski<br />Social Computing Lab<br />Photo credit: Chad Nicholson, crnphoto.com<br />
  2. 2. 2<br />1 September 2009<br />Photo credit: Chad Nicholson, crnphoto.com<br />
  3. 3. 3<br />1 September 2009<br />National Archives and Records Administration, Harvard<br />
  4. 4. 4<br />1 September 2009<br />What is social computing?<br />The intersection of social behavior and computing systems<br />The integration of micro-level interactions with macro-level social phenomena<br />Leveraging the relationship between local actions and the global behavior of large distributed systems<br />e.g., organizations, IT systems, markets, communities<br />
  5. 5. The information ecosystem<br />
  6. 6. 6<br />1 September 2009<br />The information ecosystem<br />Distribution<br />Barriers<br />Attention<br />Feedback<br />Motivation<br />Producers(people whohave info)<br />Consumers(people whocan use info)<br />Reward<br />
  7. 7. 7<br />1 September 2009<br />Distribution<br />Barriers<br />Barriers<br />Attention<br />Feedback<br />Motivation<br />Producers(people whohave info)<br />Consumers(people whocan use info)<br />Reward<br />
  8. 8. 8<br />1 September 2009<br />The media used to have very few producers…<br />www.ism.stir.ac.uk<br />
  9. 9. 9<br />1 September 2009<br />Before, cost was a major barrier to production<br />wikimedia.org<br />Marion Doss<br />
  10. 10. …now it’s free and “only takes a minute”<br />10<br />1 September 2009<br />
  11. 11. 11<br />1 September 2009<br />…or only a few seconds<br />
  12. 12. 12<br />1 September 2009<br />Communities invite participation and offer audiences<br />
  13. 13. 13<br />1 September 2009<br />
  14. 14. 14<br />1 September 2009<br />
  15. 15. 15<br />1 September 2009<br />
  16. 16. 16<br />1 September 2009<br />Motivation<br />Distribution<br />Barriers<br />Attention<br />Feedback<br />Motivation<br />Producers(people whohave info)<br />Consumers(people whocan use info)<br />Reward<br />
  17. 17. 17<br />1 September 2009<br />Motivation<br />Economic<br />Social<br />Personal<br />Motivation<br />Reward<br />
  18. 18. 18<br />1 September 2009<br />Economic motivation<br />Prediction markets<br />Motivation<br />Reward<br />Iowa Electronic Markets<br />
  19. 19. 19<br />1 September 2009<br />Economic motivation<br />BRAIN: Predicting the future<br />Motivation<br />Reward<br />L. Fine, K. Chen, B. HubermanHP Labs<br />
  20. 20. 20<br />1 September 2009<br />Economic motivation<br />BRAIN: Predicting the future<br />L. Fine, K. Chen, B. HubermanHP Labs<br />
  21. 21. 21<br />1 September 2009<br />Economic motivation<br />Amazon Mechanical Turk<br />Motivation<br />Reward<br />
  22. 22. 22<br />1 September 2009<br />Motivation<br />Economic<br />Social<br />Personal<br />Motivation<br />Reward<br />
  23. 23. 23<br />1 September 2009<br />Social motivation<br />Reciprocity<br />Motivation<br />Reward<br />
  24. 24. 24<br />1 September 2009<br />Social motivation<br />Reciprocity<br />Competition<br />Motivation<br />Reward<br />
  25. 25. 25<br />1 September 2009<br />Social motivation<br />Reciprocity<br />Competition<br />Community<br />Motivation<br />Reward<br />
  26. 26. 26<br />1 September 2009<br />Social motivation<br />Reciprocity<br />Competition<br />Community<br />Impact<br />Motivation<br />Reward<br />
  27. 27. 27<br />1 September 2009<br />Social motivation<br />Reciprocity<br />Competition<br />Community<br />Impact<br />Influence<br />Motivation<br />Reward<br />
  28. 28. 28<br />1 September 2009<br />
  29. 29. 29<br />1 September 2009<br />Networks in Essembly<br />With T. Hogg, D. Wilkinson, G. Szabo HP Labs<br />
  30. 30. 30<br />1 September 2009<br />Networks in Essembly<br />With T. Hogg, D. Wilkinson, G. Szabo HP Labs<br />
  31. 31. 31<br />1 September 2009<br />Influence in Essembly<br />With T. Hogg, D. Wilkinson, G. Szabo HP Labs<br />
  32. 32. Peer pressure keeps people contributing to enterprise social media<br />32<br />1 September 2009<br />P(continuing)<br />Active coworkers<br />With T. Sandholm, T. HoggHP Labs<br />
  33. 33. 33<br />1 September 2009<br />Social motivation<br />Reciprocity<br />Competition<br />Community<br />Impact<br />Influence<br />Novelty<br />
  34. 34. 34<br />1 September 2009<br />Amazon.com book ratings<br />Standard deviation of ratings<br />Reviewer #<br />F. Wu, B. HubermanHP Labs<br />
  35. 35. 35<br />1 September 2009<br />IMDb movie reviews<br />Average rating<br />(50 lowest-rated)<br />(50 top-rated)<br />F. Wu, B. HubermanHP Labs<br />
  36. 36. 36<br />1 September 2009<br />Personal motivation<br />Utility<br />Motivation<br />Reward<br />
  37. 37. 37<br />1 September 2009<br />Personal motivation<br />Utility<br />Expression<br />Motivation<br />Reward<br />
  38. 38. 38<br />1 September 2009<br />Distribution<br />Distribution<br />Barriers<br />Attention<br />Feedback<br />Motivation<br />Producers(people whohave info)<br />Consumers(people whocan use info)<br />Reward<br />
  39. 39. 39<br />1 September 2009<br />Distribution channels<br />Indirect<br />Presentation<br />Aggregation<br />Filtering<br />Direct<br />
  40. 40. 40<br />1 September 2009<br />Filtering mechanisms<br />Social network<br />
  41. 41. 41<br />1 September 2009<br />Filtering mechanisms<br />Social network<br />Collaborative filtering<br />
  42. 42. 42<br />1 September 2009<br />Filtering mechanisms<br />Social network<br />Collaborative filtering<br />Search<br />
  43. 43. 43<br />1 September 2009<br />Distribution<br />Attention<br />Barriers<br />Attention<br />Feedback<br />Motivation<br />Producers(people whohave info)<br />Consumers(people whocan use info)<br />Reward<br />
  44. 44. Users allocate attention by filtering on…<br />44<br />1 September 2009<br />Novelty<br />Popularity<br />Person<br />Topic<br />
  45. 45. Attention decays with novelty<br />Digg<br />45<br />1 September 2009<br />Age (minutes)<br />F. Wu, B. HubermanHP Labs<br />
  46. 46. 46<br />1 September 2009<br />Feedback<br />Distribution<br />Barriers<br />Attention<br />Feedback<br />Motivation<br />Producers(people whohave info)<br />Consumers(people whocan use info)<br />Reward<br />
  47. 47. Value of feedback to users<br />“That’s one of the big weaknesses of [blogging], theonly way you know if anybody is reading it is if they take the trouble to reply. Without that you have no clue who people are…it’s largely unidirectional.”<br />—Subject quoted in Yardi et al., CHI 2009<br />47<br />1 September 2009<br />With S. Yardi, S. GolderGeorgia Tech, Cornell<br />
  48. 48. 48<br />1 September 2009<br />
  49. 49. Diverse feedback is valued<br />“After starting my blog, it was amazing to me how quickly I met other people, especially across different business groups… I would post something on my blog and a week later I’d get an invitation to present on it.”<br />—Subject quoted in Yardi et al., CHI 2009<br />49<br />1 September 2009<br />With S. Yardi, S. GolderGeorgia Tech, Cornell<br />
  50. 50. Audience diversity<br />50<br />1 September 2009<br />With T. Sandholm, T. HoggHP Labs<br />
  51. 51. Lack of feedback  people stop posting<br />51<br />1 September 2009<br />Internal corporate blogs, forums<br />Avg. replies received within past 30 days<br />With T. Sandholm, T. HoggHP Labs<br />
  52. 52. Lack of feedback  people stop posting<br />52<br />1 September 2009<br />Digg submissions<br />F. Wu, D. Wilkinson, B. HubermanHP Labs<br />
  53. 53. 53<br />1 September 2009<br />The information ecosystem<br />Distribution<br />Barriers<br />Attention<br />Feedback<br />Motivation<br />Producers(people whohave info)<br />Consumers(people whocan use info)<br />Reward<br />
  54. 54. Effects on society<br />
  55. 55. 55<br />1 September 2009<br />Social media enables sousveillance<br />S. Mann, U. Toronto<br />flickr.com/photos/fastestsuitintown/<br />
  56. 56. 56<br />1 September 2009<br />Social media raises intellectual property questions<br />
  57. 57. 57<br />1 September 2009<br />Social media poses the risk of groupthink but also the chance of serendipity<br />
  58. 58. 58<br />1 September 2009<br />E. Lawrence, J. Sides, H. FarrellGeorge Washington University<br />
  59. 59. 59<br />1 September 2009<br />L. Adamic, N. GlanceU. Michigan, Intelliseek<br />
  60. 60. Social media democratizesinformation<br />60<br />1 September 2009<br />
  61. 61. 61<br />1 September 2009<br />
  62. 62. Social media mobilizes rapid crowdsourcing<br />62<br />1 September 2009<br />
  63. 63. 63<br />1 September 2009<br />
  64. 64. 64<br />1 September 2009<br />
  65. 65. Social media makes news spread faster<br />65<br />1 September 2009<br />
  66. 66. Thank you!<br />www.hpl.hp.com/research/scl<br />

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