Altruism,
Alt
i
Selfishness,
S lfi h
and
d
Contribution
on the Social Web
John Riedl
GroupLens Research
U i
University
it off Mi
Minnesota
t
UNIVERSITY OF MINNESOTA
Bowling
g Alone
(Amazon
reviews)
i
)
UNIVERSITY OF MINNESOTA
UNIVERSITY OF MINNESOTA
Messages
g
Web 2.0 is The Social Web
People Connecting to People
Technology Enabling Community
4
Carlson School March 2009
Alexa Rankings
g
UNIVERSITY OF MINNESOTA
1. Google
Search
UNIVERSITY OF MINNESOTA
7
Carlson School March 2009
Google
g PageRank
g
g is the value of the p
g
Value of a p
page
pages
that link to it
Recursive!
Fight for Attention: The Shoe Store
The Rich get Richer
8
Carlson School March 2009
Web Structure
9
Carlson School March 2009
((Web Search))shared
Maurice Coyle and Barry Smyth
AH’08
UNIVERSITY OF MINNESOTA
The Long
g Tail
The Long Tail
In Blogspace
g p
11
Carlson School March 2009
Want to be a Millionaire?
g
Netflix $1M Challenge
12
Carlson School March 2009
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Carlson School March 2009
Google
g Street View in UK
• My B&B in London
o
http://maps.google.co.uk/maps?f=q&source=s_q&hl=en&g
h
//
l
k/
?f &
&hl
&
eocode=&q=high+street+kensington&sll=51.490643,0.158637&sspn=0.010515,0.016243&ie=UTF8&ll=51.505203,0.193301&spn 0,359.991878&z 17&layer c&cbll 51.505309,
0.193301&spn=0,359.991878&z=17&layer=c&cbll=51.505309,
-0.192387&panoid=8ACFOoEYapAmvgcuRoz_Q&cbp=12,79.63692756901483,,0,8.672391017173075
• Link to BBC Video
o
0:00 – 2:00
• Privacy Risks
o
o
Photos of people leaving sex shops
Photos of naked toddler playing in park
14
Carlson School March 2009
Opportunity
pp
y
y
How can we mine ffree activity?
What are the risks in these data?
15
Carlson School March 2009
2. Yahoo!
Everything
UNIVERSITY OF MINNESOTA
Flickr Popular Tags
17
Carlson School March 2009
Picture of a Baby
y from Flickr
18
Carlson School March 2009
Flickr Popular Tags
19
Carlson School March 2009
Tag Selection Algorithms
“The Quest for Quality Tags”
S. Sen, F. Harper, A. LaPitz, J. Riedl
GROUP 2007
20
Carlson School March 2009
Catcher in
the Rye
Huge number of tags
RQ: How can a tagging
system show users tags
they want to see?
21
Carlson School March 2009
Users don’t agree
Most controversial tags (Bayesian expected entropy):
tag
entropy
#
#
comedy
0.987
28
30
classic
0.986
25
24
stylized
0.983
20
21
nudity (full frontal)
0.980
18
20
romance
0 980
0.980
18
17
quirky
0.977
25
20
magic
0.974
18
15
animation
0.974
26
20
Steven Spielberg
0.973
12
12
sci-fi
i fi
0 972
0.972
14
17
22
Carlson School March 2009
R d
Random
baseline:
b li
21%
Tag
g Prediction
Implicit features:
number of applications (39%)
number of users (51%)
number of searches for a tag (44%)
number of users who searched for a tag (48%)
length of tag (42%)
Moderation-based features:
global average rating for a tag (59%)
user-normalized global average rating for a tag (62%)
tag reputation (57%)
Hybrid combinations: logistic regression, decision trees (67%)
23
Carlson School March 2009
RealAge
g
UNIVERSITY OF MINNESOTA
Opportunities
How can a system distinguish between
“good” tags and “bad” tags?
C folksonomy
Can
f lk
b encouraged?
be
d?
o
o
Showing users more tags leads to more
vocabulary
b l
reuse
How much convergence is valuable?
25
Carlson School March 2009
3. Facebook
Social Networking for
College Students … and
everyone else
UNIVERSITY OF MINNESOTA
27
Carlson School March 2009
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Carlson School March 2009
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Carlson School March 2009
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Carlson School March 2009
The Predictive Power of Online
Chatter
• Gruhl, Guha,
Kumar, Novak,
Tomkins
• Yahoo
• ACM KDD 2005
• Volume of blog
g
postings predict
sales rank of books
• Queries can be
automatically
generated
t d iin many
cases.
• Can sometimes
predict spikes in
sales rank.
31
Carlson School March 2009
Anti-aliasing on the Web
Jasmine Novak,
Prabhakar
Raghavan, Andrew
Tomkins.
Tomkins
WWW 2004
32
Carlson School March 2009
Story: Finding Medical Records
(Sweeney 2002)
Former Governer of Massachussetts!
Medical Data
Ethnicity
Zip
Visit Date
Bi thd t
Birthdate
Di
Diagnosis
i
Sex
Procedure
Medication
Total Charge
33
Voter List
Name
Address
Date registered
Party
y affiliation
Date last voted
Carlson School March 2009
Cat Torturer Video
• YouTube Link
• 1:10 – 2:15
34
Carlson School March 2009
35
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36
Carlson School March 2009
Discussion
p
Social Implications
Opportunities
Threats
37
Carlson School March 2009
4. YouTube
Video by Amateurs?
C
Copyright
i h issues
i
• Music videos
• CBS agreement
UNIVERSITY OF MINNESOTA
Whyy did Google
g Buyy YouTube?
,
/ 65 = $25 million / employee
p y
$1,650
$1,650 / 100 million views per day =
$16
$16 / 365 = $.04½ / view / year
… but
b tG
Google
l already
l d h
had
d videos!
id !
The technology?
The community!
39
Carlson School March 2009
Second Life
Virtual World
People “live”, buy, and sell there
$60M (US $) worth of “manufactured
manufactured
goods” sold this year
40
Carlson School March 2009
Making a Guitar in Second Life
0:45 – 1:45
UNIVERSITY OF MINNESOTA
World of Warcraft
A different virtual world
More focus on combat
6 million subscribers
42
Carlson School March 2009
Fayejin
y j Funeral
y of February
y 28th Illidan lost
On Tuesday
not only a good mage, but a good
person. For those who knew her,,
p
Fayejin was one of the nicest people
you could ever meet. On Tuesday
y
y she
suffered from a stroke and passed away
g
later that night.
5:30 March 4th, Frostfire Hot Springs
43
Carlson School March 2009
World of Warcraft Video
UNIVERSITY OF MINNESOTA
p azshira’s dad dies of a heart
“I hope
attack, then at the funeral some guy
runs in naked and p
pushes the coffin
over and runs around slapping people
screaming
g LOL OWNED,, then releases
a video of it”
45
Carlson School March 2009
Economist in EVE
46
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47
Carlson School March 2009
MMOG Active Subscribers
48
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50
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Carlson School March 2009
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Carlson School March 2009
Offshore to a Virtual World?
• Nick Yee @ PARC
• Some radiology offshored to India
• Skill in a game: RADAR expert?
o
o
Learn to detect patterns
R
Rewards
d for
f correctness
t
• Wisdom of Crowds to combine results
53
Carlson School March 2009
Jim Gray Mechanical Turk
S
Search
h
54
Carlson School March 2009
Suicide streamed live on Justin.tv
55
Carlson School March 2009
Chocolate Rain
b
d
by T
Tay Z
Zonday
Adam Bahner
Bahner, a Ph
Ph.D.
D student in
American Studies at the University of
Minnesota
Number 2 hottest viral video in history
o
o
Hottest viral video of Summer 2007
Over 26 million views
56
Carlson School March 2009
Videos Life Fast,, Die Young
g
57
Carlson School March 2009
58
Carlson School March 2009
Huberman Dynamics of Viral
M k tiThe Dynamics of Viral Marketing,
Marketing
ACM TWeb 2007, Leskovec et al., HP
59
Carlson School March 2009
Maximizing the Spread of Influence through a
Social Network, David Kempe, Jon Kleinberg,
Éva Tardos, KDD’03
Independent
p
Cascade Model
o
o
Information diffuses over time
Each neighbor who converts has a one
one-time
time
chance to convert others
Linear Threshold Model
o
o
Each node considers the preferences of all
neighbors
If total weight passes threshold, a node
converts
60
Carlson School March 2009
Video suggestion
gg
and discovery
y for YouTube: Taking
g random
walks through the view graph
Shumeet Baluja, et al., Google, WWW 2008
61
Carlson School March 2009
Opportunities
pp
g
Crowd-sourcing
Gaming as Work?
How do preferences propagate
naturally?
Wh t predicts
What
di t ffads?
d ?
How do recommenders influence
propagation?
62
Carlson School March 2009
5. MySpace
Social Network
UNIVERSITY OF MINNESOTA
MySpace
UNIVERSITY OF MINNESOTA
Heather Ann Tucci
y
“I jjust want to let everyone
know
August 19 2006 Joe Renner and Joe
Shafer died and me and Samatha were
hurt. … Both of them knew what they
were g
getting
g in to. Yes it’s my
y fault
because I was the driver but think about
how many
y of y
you did what I did.”
65
Carlson School March 2009
Twitter
y about VC lunch
Story
Hudson river pictures
NYT Tweets during superbowl
NBA Player who tweeted during halfti
time
off a game
66
Carlson School March 2009
67
Carlson School March 2009
So I once went on a movie date with a
guy who thought it was sort of weird
that I p
posted to Twitter about the movie
in mid-date. In retrospect, it probably
was weird,, and a bit rude,, and I
wouldn't do it again (and no, there was
no second date).
) But get
g a load of this
one.
68
Carlson School March 2009
69
Carlson School March 2009
Discussion
p
Social Implications
Opportunities
Threats
70
Carlson School March 2009
6. Windows Live
7. MSN
ISP and Content Provider
UNIVERSITY OF MINNESOTA
8. Wikipedia
Next slide, please!
UNIVERSITY OF MINNESOTA
Wikipedia
p
on Wikipedia
p
73
Carlson School March 2009
Wikiality on MySpace
1:20 – 2:15: edit wikipedia to make truth
“What if the number of elephants
p
in
Africa were increasing?”
UNIVERSITY OF MINNESOTA
Reid Priedhorsky
Jilin Chen
Shyong (Tony) K.
Lam
Katherine Panciera
Loren Terveen
JJohn Riedl
Creating, Destroying
Creating
Destroying,
and Restoring Value in
Wiki di
Wikipedia
Group
p 2007
UNIVERSITY OF MINNESOTA
76
Carlson School March 2009
77
Carlson School March 2009
78
Carlson School March 2009
Who contributes
Wikipedia’s value?
3.8 million least
frequent editors
User:Maveric149
0.5% of valueWales 14% of value
Swartz
79
Carlson School March 2009
PWV contributions of elite editors
80
Carlson School March 2009
81
Carlson School March 2009
82
Carlson School March 2009
Challenges
g
How can vandalism be detected?
How efficient is Wikipedia?
How much conflict is valuable?
83
Carlson School March 2009
9. Ebay
Online Auctions
Customers Selling to
Customers
UNIVERSITY OF MINNESOTA
•EBay
85
Carlson School March 2009
Amazon (# 13)
Most Important Resource is Customers
Customers
Custo
e s “Selling
Se g to”
to Customers
Custo e s
UNIVERSITY OF MINNESOTA
Amazon
R b t
Robertson
shilled
87
Carlson School March 2009
Google
g Trends Front Page
g
88
Carlson School March 2009
89
Carlson School March 2009
4Chan vs. eBaumsWorld
4Chan
o
o
Google Trends Hack
Chocolate Rain
eBaumsWorld
o
o
Many other hacks
“copyright” fight with 4chan
90
Carlson School March 2009
UNIVERSITY OF MINNESOTA
The Internet is Serious Business
“A phrase used to remind
those who voluntarily leave
the house that being mocked
on the Internet is, in fact, the
end of the world.”
- Encyclopedia Dramatica
UNIVERSITY OF MINNESOTA
The Social Cost of Cheap Pseudonyms
Friedman and Resnick, Journal of Economics
and Management Strategy, 2001
The Information
Th
I f
i Cost
C
off ManipulationM i l i
Resistance in Recommender Systems
R
Resnick
i k and
dS
Sami.i ACM R
RecSys
S 08
08.
93
Carlson School March 2009
Increasing
g Contributions
UNIVERSITY OF MINNESOTA
What Theory Tells Us…
Collective Effort Model
o People will contribute more if:
ƒ They
h believe
b l
their
h effort
ff
is important to the
h
group
ƒ They like the group
Smaller is Better
o
o
Slovic, Fischhoff, & Lichtenstein, 1980
People feel greater concern when the reference
group they’re part of grows smaller.
Specificity Matters
o
o
Small
S
ll & L
Loewenstein,
t i 2003
Specific identity of those helped is important in
drawing people’s support.
95
Carlson School March 2009
CommunityLab
Research
y
Social science to increase contributions
o
o
Accessible to designers
Algorithms, interfaces, toolkits
GroupLens @ Minnesota
o
o
Recommender algorithms and interfaces
John Riedl, Joe Konstan, Loren Terveen
Bob Kraut and Sara Kiesler @ CMU
o
Social psychology of computer use
P lR
Paul
Resnick
i k and
d Yan
Y Ch
Chen @ Michigan
Mi hi
96
Carlson School March 2009
VOICE 2 Screen shot
Numerical values
are represented
by smilies
Who the contribution
h l
helps
Value of each
contribution
97
Carlson School March 2009
Results
Behavioral data
Self-report
Self 3.87
Self 7.2%
All MovieLens 10.2%
All MovieLens 3.13
Similar Group 2.97
Similar Group 15.8%
1: Strongly Disagree
2: Disagree
3: Neutral
4: Agree
5: Strongly Agree
Dissimilar Group
2.94
Dissimilar
Group 5.9%
Control 7.4%
Control 2.68
1
2
3
4
0%
5
Want Smilies on the regular interface?
98
5%
10%
15%
20%
Probability of rating a movie
Carlson School March 2009
Opportunities
pp
How can contributors be motivated?
How can social attacks be mitigated?
o
Mail list “unsubscribe”
unsubscribe
How does social psychology interact
with defense algorithms?
o
Can the griefers be encouraged to give up?
Can freedoms
f d
be
b preserved?
d
99
Carlson School March 2009
10. Craigslist.org
Renting Apartments in NYC
$10/posting: $2.5M/year
$2 5M/year
Could generate $500M/year with
ads
“users haven’t asked for banner
ads”
UNIVERSITY OF MINNESOTA
http://www.cagle.com/news/DyingNewspap
ers/main.asp
UNIVERSITY OF MINNESOTA
UNIVERSITY OF MINNESOTA
UNIVERSITY OF MINNESOTA
Reuters 2nd Life Bureau
104
Carlson School March 2009
Messages
g
Web 2.0 is The Social Web
People Connecting to People
Technology Enabling Community
105
Carlson School March 2009
Altruism,
Alt
i
Selfishness,
S lfi h
and
d
Contribution
on the Social Web
John Riedl
GroupLens Research
U i
University
it off Mi
Minnesota
t
UNIVERSITY OF MINNESOTA
Discussion Topics
p
pp with virtual
What will happen
economies?
Why did Google buy YouTube?
Broadcast -> Narrowcast -> Virtual Life
C
Copyright
i ht iin the
th Digital
Di it l A
Age
Governing Online Communities
107
Carlson School March 2009
108
Carlson School March 2009
The Social Cost of Cheap
Pseudonyms
The Value of Reputation on
eBay: A Controlled Experiment
UNIVERSITY OF MINNESOTA
W b site
Web
it visualization
i
li ti
•Web link
structure in
hyperbolic
space
•from
Tamara
T
Munzner
110
Carlson School March 2009
Videos for this Presentation, for
Kevin
After (7) YouTube
Making a Guitar in Second Life
0:45 – 1:45
Suzanne Vega Concert in Second Life
1:00 – 1:40
World of Warcraft Video
0:00 – 2:05 (entire
(
video)
d )
After (9) Wikipedia
Wikiality on YouTube
1:20 – 2:15: edit wikipedia to make truth
111
Carlson School March 2009
Bit Bucket
112
Carlson School March 2009
113
Carlson School March 2009