a social interaction taxonomy: classifying user interaction tasks in web applications

Institute of Systems Engineering – System- and Computer Architecture

A Social Interaction Taxonomy:Classifying User Interaction Tasks in Web Applications

Institute of Systems EngineeringSystem- and Computer Architecture (SRA)

1DigitalWorld 2011- eL&mL - M. Steinberg - Social Interaction Taxonomy - 25.02.2011


Outline

IntroductionUser interaction in web applications,Social Interaction CloudSocial Interaction Cloud,Classification of user interaction.

S i l I t ti T (SIT)Social Interaction Taxonomy (SIT)

Use case: Squirl Online Communityq yGlobal Interaction (Meta) Rewarding Community based on SIT

Evaluation setting and results:Evaluation setting and results:Impact of rewarding mechanisms on user behavior

S d tl k


Summary and outlook


Introduction: user interaction in web applications

Overall aim of this contribution:meta rewarding system to reward users for any kind of interaction,community and application independentcommunity and application independent,aiming at an extensible meta rewarding model.

Th f i t ti il bl i b li ti ( i lTherefore, interactions available in web applications (social networks) need to be classified, aggregated and assigned with incentive/rewards.Which kind of interaction tasks are there in web applications?How to classify and order interactions in a preferably generic and

t ibl ?extensible way?A taxonomy would be suitable to describe the properties of and relations between interaction tasks in a structured way.


e a o s be ee e ac o as s a s uc u ed ay


Introduction: Social Interaction Cloud



Users and resources



Social Interaction Taxonomy(SIT)



Points assigned to interactions as basic reward measurement



Level types and aggregated interactions



Ontology GIAR.rdf



GIAR Config xml file



Use case:Global Interaction Rewarding Community Squirrl

Tasks that arerewarded in Squirl so far (exemplary):so far (exemplary):

Last.fmfavoriteslistening

Flickruploadtagging

F b kFacebookadding friendslogin in.

We will extend itWe will extend it by and by.Mashup of all popular


popularcommunities.


Squirl user stats

Very important for users‘ motivation togive feedback and togvisualize theirprogress.

Competition wihother usersbecomes possible.becomes possible.

Levels, points, medals badgesmedals, badges, highscores, …only virtual rewardsso far


so far.


Evaluation:Impact of rewarding mechanisms on user behavior

We developed an example web application aiming at tag assessment in folksonomies like Flickrassessment in folksonomies like Flickr.

Users have to rank photo tags in Flickr according to their lrelevance

Which tags are best matching according to the shown image?Are there wrong or missing tags?

Rewarding the following interaction tasks:Rank: for each tag rankedRank: for each tag rankedTag: for each tag addedRate: for each photo title ratedExplore: for each photo rewarding version or non rewarding version


Explore: for each photo rewarding version or non-rewarding version explored.


Setting: rewarding and non-rewarding test application



Evaluation result

12,958 interactions executed by participants from both groups,obviously rewarding mechanisms have enormous effect on user motivation,90% of all interactions executed by participants from the group that used the rewarding90% of all interactions executed by participants from the group that used the rewarding version,every title of every explored picture has been rated by group 1, whereas group 2 only rated every fourth photo title, ranking activity increases with rewarding,Rewarding mechanisms do not only result in more interactions, but also in more regularity as users who are rewarded for activities tend to do more and are more consistent in the activity than users, who are not rewarded. Important for users to compare themselves socially with others and keep track of their progression. 50 % of all requested Squirrl statistics have been requests for leaderboards that enable social comparisonsocial comparison ,30% of all stats requests have been requests for level progressions, which enable users to keep track of their evolution.



Evaluation results, rewarded versus not rewarded interaction



Interactions per day of group 1 and group 2 (with and without rewards) during the evaluation period



Conclusion and outook

Rewarding mechanisms that are adapted out of game design influence a user’s motivation to activity and participation in web applications in a positive way.

With SIT and the Global Interaction Rewarding model (GIAR), we offer a generic and application independent solution for a meta rewarding system of users activity in web application – especially social media applications and networks.

Example Global Interaction Rewarding Community Squirrl as meta mashup and rewarding:

ongoing development,beta release planned this year.

M h h t b t d d b d bMashup has to be extended by and byTwitter for micro blogging,Dailymile for sportsBlip.fm for more music


pSoup.io for posting, sharing and reacting,…


Sources

N. Ullmann, “Design and implementation of a global rewarding model based on user interaction tasks”, master thesis, Leibniz Universität Hannover System and Computer Architecture 2010Hannover, System and Computer Architecture, 2010.

M. Steinberg, N. Ullmann, J. Brehmg“A Social Interaction Taxonomy: Classifying User Interaction Tasks in Web Applications” In: DigitalWorld 2011, Proc. International Conference on Mobile, Hybrid,In: DigitalWorld 2011, Proc. International Conference on Mobile, Hybrid, and On-line Learning, eLmL, 2011.



Thank you very much for your attention!for your attention!


a social interaction taxonomy: classifying user interaction tasks in web applications

Technology

user interaction tasks

kind of interaction

ee interaction tasks

following interaction

computer architecture

computer architecture

computer architecture

computer architecture