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. The Warby Parker
Home Try-On
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.
!2
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
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. 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
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
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. “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
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. 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
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
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
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
?!…
