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Social Computing Systems Design and Analysis
KSE652Uichin Lee
Sept 10, 2013
Review
• Elizabeth Churchill’s guidelines• What’s social-technical gap• What to do with social-technical gap?• First order approximation & guiding questions• Social computing systems research: caught-in-
the-middle
Introduction to Online Communities; and Encouraging Contribution
Uichin LeeKSE652 Social Computing Systems Design
Sept. 10, 2013
Online Communities
• Any virtual space where people come together with others to converse, exchange info or other resources, learn, play, or just be with each other
• Examples– Usenet– Yahoo!– Ravelry (fiber art community)– Product support communities (Linksys)– Wikipedia– Facebook…
• Breaking barriers of time, space, and scale that limit offline interactions..
What Does Social Science Tell Us?
• How to make thriving online communities?• Economic and various branches of psychology
– Offering generalizable theories of individual motivation and of human behavior in social situation
• (Relevant theories + experimental evidence); translated into specific claims about design choices – How to get a community started?– How to motivate contributions?– How to coordinate those contributions?
Critical Design Challenges
• Starting a new community (critical mass)• Attracting and socializing new members
– Selectivity (open source projects vs. Google)– Initial observations/interactions
• Encouraging commitment– Commitment means feelings of attachment or
connection to the group, organization, or community– Leave/join is quite easy: no contracts; no space/time
boundaries;
Critical Design Challenges
• Encouraging contribution– Inequality: power-law distribution of contribution
• Regulating behavior– How to prevent negative behavior (e.g., trolling,
spamming)– Challenging due to anonymity, textual
communication, easiness of join/leave– Can overcome challenges since interaction archival,
access control, and analysis (reputation, ranking) are possible
Sociotechnical Systems Design• Framing design options as choice architect• Design options
– Community structure (e.g., size, homogeneity, hierarchy)– Content, task, and activities – Selection, sorting, highlighting– External communication (e.g., im/exporting, shared identity)– Feedback, and rewards/sanctions– Roles, rules, policies, and procedures– Access controls (e.g., human test like CAPTCHA)– Presentation and framing– Interaction design (HCI class; leave this out in this class)
• Social engineering and paternalism? Moral arguments should be directed to goals (not about design choices)
Mining Social Science
• Helpful– Identify problems or challenges– Provide ideas for solution to the problems– Provide prediction about likely consequences of various design
decisions• But limited
– Maybe incomplete (offering no guidance on some important design choices)
– Maybe incorrect (subject to revision based on new data from new experiments)
– Creativity/care required to map general theories to the particular context of online communities
Encouraging Contribution to Online Communities
Robert E. Kraut and Paul Resnick
Original slides are based on Robert E. Kraut and Paul Resnick‘s tutorial in CHI 2012 http://www.slideshare.net/paulresnick/contributions-andstartuptutorialkrautresnick
Online Communities Face Challenges Typical of Off-line Groups
• Community start-up• Recruit, select and socialize members• Encourage commitment• Elicit contribution• Regulate behavior• Coordinate activity
But anonymity, weak ties, high turnover, & lack of institutionalization make challenges more daunting online
Reasons To Care• Overall goal. Creating sufficient volume of contribution of the resources
the group values to provide benefits to group members and others who rely upon the online community
• Different communities require different types of contribution– Social support forums: Conversational acts, empathy, offers of help– Recommender systems: Votes, opinions, comments– Facebook: Invites, accepts, wall posts, pictures – WoW guild: Time, particular skills– Threadless: T-shirt designs– OSS: Patches, code, translations, documentation– Wikipedia: New articles, facts, copy-editing, administration work, cash
Under Contribution Is Rampant• Across many Internet domains, a small fraction of
participants contribute the majority of material– Code in open source projects– Edits in Wikipedia– Illegal music in Gnutella– Answers in technical support groups
• Often leads to a power-law/Zipf curve distribution
• In many cases uneven contribution leads to an under supply of needed content. E.g., – Assessments and content in Wikipedia – Reviews of art movies in MovieLens
Wikipedia Stubs & Unassessed Articles• Many Wikipedia articles haven’t been assessed for quality or
importance• 58% of important ones are of low quality
Naïve Task Analysis of Online Contribution
To get people to contributed needed content :
1. They need to understand what is wanted theories of persuasion and goal setting
2. They have to be motivated to provide it theories of motivation1. Extrinsic motivations2. Intrinsic motivations3. How social situations influence motivation
3. They have to be competent to provide it
Requests & Related Approaches
Request Focused Attention on Needed Contributions
• Make the list of needed contributions easily visible to increase the likelihood that the community will provide them
Identify Who Should Make The Contribution
• Request help in a chat room• “Can you tell me how to see someone’s profile”
– 400 Chat rooms– DV=Time to response
• People are slower to respond when others are present• Diffusion of responsibility is reduced when people are called by name
0
10
20
30
40
50
60
70
80
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Others present
Tim
e to
res
po
nd
(se
con
ds)
No name Name
Group size
Email Request to Contribute to MovieLens Quadruples Ratings
• In week after email reminder, contributes quadrupled, to ~ 20 ratings/person from ~5.4
• Is this sustainable?
Ask: Explicitly Asking for Needed Contributions Increases Likelihood of Getting Them
• News site with a “Leave a comment” form at the end of each article
• Fewer than 0.1% leave comments
• Experiment to estimate the value of explicit requests– No ask: “Leave a comment” form at
end of article– Immediate: Pop-up “Leave a
comment” when user opens article– Delayed: Pop-up “Leave a comment”
on closing article
Delayed
Immediate
No ask
0 20 40 60 80 100 120
Comments by Type of Request
Number of comments
(Walsh & Lampe, 2012)
Ask Someone Who Is Willing & Able to Help: Intelligent Task Routing (Cosley, 2007)
SuggestBot Suggestions
help Wikipedia users find pages to edit based on their past contributions
SuggestBotSuggestions
help Wikipedia users find pages to edit based on their past contributions
Suggestions Quadruple Editing Rates
Goal Setting Theory• Goals motivate effort, perseverance & performance
– Trigger for both self-reward (e.g., self-efficacy) & external reward (e.g., money, reputation, promotion)
• Goals are more effective if– Specific & challenging rather than easy goals or vague ‘do your best’– Immediate, with feedback– People commit selves to the goals – because of importance,
incentives, self-esteem, …– People envision the specific circumstance & method they will use to
achieve them
• Design claim: Providing members with specific and highly challenging goals, whether self-set or system-suggested, increases contribution.
Experiment Showing that Goals Work:
• Send email to ~900 MovieLens subscribers– Gave non-specific, do your best goal or specific, numerical contribution
goals – Assigned goal to individual subscribers or a nominal group of 10
subscribers (the “Explorers”)
Goal Experiment Results
• Results– Specific, challenging goals increased contribution– Group assignment increased contributions
In-game Goals in WoW
• In WoW players receive extra powers each 10-levels implicit goals setting• Ducheneaut, N., et al.(2007). The life and death of online gaming communities: A look at guilds in world of warcraft. in SIGCHI conference on Human factors in computing systems. San Jose,
California, USA.
Weekly minutes playing World of Warcraft, by level
Featured Status in Wikipedia as a Challenge
Wikipedia edits before and after reaching featured status (on front page)
Design Claims Re: Goals• Providing members with specific and highly challenging
goals will increase their contributions. • Goals have larger effects when people receive frequent
feedback about their performance with respect to the goals.
• Externally imposed goals can be as effective as self-imposed ones, as long as the goals are important to community members
• Time-delimited challenges enhance the effects of goals• Combining goals with appeals to social identity enhances
their effects
Motivations for Contributing
What Motivates Contributors?• External personal value
– Reinforcement– Pay– Privilege…
• Social utility– Reputation– Identification with the group– Reciprocity– Altruism…
• Intrinsic value of task (e.g., fun, curiosity, challenge)
These are leverage points for interventions to increase motivation
Value-Expectancy Model Provides Leverage Points for Reducing Social Loafing
individual effort
individual performance
individual outcome
individual motivation
group performance
group outcome
individual utility
6 6
3, 4
4
5
3
individual effort
individual performance
individual outcome
individual motivation
group performance
group outcome
individual utility
6 6
3, 4
4
5
3
Value-Expectancy Model Provides Leverage Points for Reducing Social Loafing
Liking for group membersIdentification with groupHistory of interaction with group
IdentifiablyFairness of reward distribution
Number of othersOwn competence Own unique skillsGroup’s incompetence
Frame request consistent with users’ values
Create incentives user valuesExtrinsicIntrinsic
People Differ in Motivations to Volunteer
• Design claims: matching experiences with motivations increases recruiting, retention
Clary, E. and Snyder, M., (1999). The motivations to volunteer: Theoretical and practical considerations. Current Directions in Psychological Science. p. 156-159.
Variety of Motives to Participate in Online Communities
Category Description ExamplesTo get new ideas.To learn about new things.To find out how to better grow flowers in my garden.To learn about new technologies for my businessTo share my knowledge of woodworking with others.To share my successes and failures with home-schooling with othersA way for me to express my anger to others who will sympathize with me.To talk out my problems and get advice.I can easily let out my emotions here and others will understand.To support others going through a rough time.To let others know that I have gone through it too.To “hang out” with people I enjoy.To socialize.To talk with people with the same interests and values.To chat with people with similar interests.To find others like me.Because it is fun.I enjoy reading and posting in the community.I like talking about baseballBecause I love woodworking is my true loveThe interface is easy to useThe search function is really cool.
Exchange Information
Obtain and transfer information about a topic, educate about a topic, learn new things.
Social Support
Obtain and give emotional support.
Common Interest
Love of the topic of the community
Technical Reasons
For entertainment
Usability
Companion-ship
To make friends
Recreation
Ridings, C.M. and Gefen, D., (2004). Virtual community attraction: Why people hang out online. Journal of Computer Mediated Communication. 10(1): p. np.
Motives Differ by Group Type
• Information & social motivations dominate • But motives differ systematically across groups
– Health & professional groups seek support– Hobby groups seek friendship
CommunityType
PROFESSIONAL 53% 11% 22% 10% 3% 1% 0%HEALTH 38% 17% 38% 4% 3% 0% 0%HOBBY 52% 29% 2% 9% 3% 2% 3% INTERESTS 53% 26% 0% 9% 4% 3% 4% SPORTS 58% 18% 4% 11% 2% 0% 7% PETS 48% 36% 3% 9% 3% 2% 0%
Total N 257 124 56 45 16 9 9Percentage 50% 24% 11% 9% 3% 2% 2%
Motivational CategoryCommon Interest
Companion-ship
Info. Exchg OtherRecreation
Social Support
Technical Reasons
Leverage the Variety of Motivations
• Don’t assume everyone has the same motivationFrame the request to match individual motivations• E.g., Ads for recycling site for those with altruistic versus
financial motivations
Altruistic framing for less financially motivated
Monetary framing for more financially motivated
Assess Motivation from Sending Site
Craig's List Mturk0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
Items Donated by Framing and Source
Altrustic frame Financial frame
Source of participants
Item
s Don
ated
WikiProjects Use Collaborations of the Week (COTW) as Time-Delimited Goals
40
A COTW announcement in a project page
An example template identifying an article as a COTW
Get designated to good status in a defined period (e.g., a week or a month)
Goal has much larger effect on group members
41Pre-Collaboration Collaboration Post-Collaboration
Edits per person on the collaboration articles
Non self-identified members
Self-identified group members
Goals and Identity
• Design claim: Goals have a more powerful effects when achieving them benefits a group the target identifies with
• Association for Psychological Science Wikipedia Initiative appeals to PhD psychologists with this technique– Students motivated via extrinsic incentives
(grades)
Imagine you wanted labels for web images. How can you motivate people?
Extrinsic and Intrinsic Motivations• Individual motivation influences behavior through external motivators
(e.g., rewards, incentives, reputation) and intrinsic motivators (e.g., fun & curiosity)
Increase contributions by manipulating extrinsic incentives & intrinsic motivations– Extrinsic motivators: Offer rewards as incentive (e.g., money,
reputation, perks, grades)• Larger rewards induce more contribution than smaller rewards. • Luxury goods create better incentives than money as rewards for more
difficult tasks. • Rewards of status, privileges, money, or prizes that are task-contingent but
not performance-contingent will lead to gaming by performing the tasks with low effort.
• People won't game the system for private verbal reward – Intrinsic motivators: Make the task fun or intrinsically interesting
Amazon’s Mechanical Turk
Typical Task: $.03
Financial Incentives on Threadless
Incentives vs. Reinforcements
• Incentives are promises given before the behavior to cause people to produce it
• Reinforcements are rewards given after a behavior that make it persist
Social Incentives on Amazon
Reinforcement: Barnstars
Design Claims Re: Incentives & Reinforcement
• Incentive Effects– People do more of the behaviors that they anticipate will be rewarded. – Task non-contingent rewards will not create incentive to do more of a
task or exert more effort in doing it – Larger rewards induce more contribution than smaller rewards – Small gifts create more effective incentives than small payments
• Reinforcement effects– Rewards delivered in response to behaviors cause people to do more of
those behaviors – Rewards work better as reinforces if they are delivered right after the
desired behavior – Rewards generate more consistent performance over time if they are
unpredictable
Intrinsic Motivators
• Intrinsic motivation is the process of working to achieve the rewards that that come from carrying out an activity rather from as a result of the activity.
• Comes from the pleasure one gets from the task itself or from the sense of satisfaction in completing or working on a task.
Redesign the task to make it more fun or interesting
ESP Game To Label Images
• Example of playing the game• Taboo words
Truck
Red school bus
Red school bus
Red
How would you make a contribution task more fun?
What Makes a Contribution Fun?
Flow Criteria Principles of game design
Concentration Games should require concentration and the player should be able to concentrate on the game
Challenge Be sufficiently challenging and match the player’s skill level
Skills Support player skill development and mastery
Control Support players sense of control over their actions
Clear Goals Provide the player with clear goals at appropriate time
Feedback Provide appropriate feedback at appropriate times
Immersion Players should experience deep but effortless involvement in the game
Social Interaction Games should support and create opportunities for social interaction
Mapping flow to principles of game design (from Sweetser & Wyeth, 2005)
Lessons from game design
Support Opportunities for Social Interaction
Make tedious tasks fun via social interaction
Gamification• Applying game-design thinking to non-game applications • Is the effect via fun (internal motivation) or incentives (external motivations)?
Design Claims Re: Trade-offs Btw Intrinsic & Extrinsic Motivation
• Adding a reward to an already interesting task will cause people to be less interested in the task and to perform it less often.
• While tangible rewards reduce intrinsic motivations for interesting activities, verbal rewards enhance intrinsic motivation.
• Verbal rewards will not enhance intrinsic motivation and may undermine it if they are judged as controlling.
• Verbal rewards enhance intrinsic motivations most when they enhance the target’s perceptions of competence
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