with a little help from my friends: personalization via friendsourcing michael bernstein mit csail...

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With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN-COMPUTER INTERACTI

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Page 1: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

With a Little Help from My Friends:

Personalization via Friendsourcing

Michael BernsteinMIT CSAIL

MIT HUMAN-COMPUTER INTERACTION

Page 2: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

Information OverloadNew York TimesFacebookTwitterEngadgetSlashdotFfffound!xkcdPostSecretCake WrecksCamels and ChocolateStereogumTelevision without PityFat CyclistLifehackerCute OverloadGawkerConfessions of a Pioneer WomanDiggReddit

Page 3: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

Information OverloadN

um

ber

of

Post

s

Relevance to You0

Exhibit Transforms Your Spreadsheet into an Interactive Web Page

Lifehacker

Humanities Ph.D.s Are Anticipating Hard Times

New York Times

An Open Letter to Lance Armstrong(UPDATED x 3)

Fat Cyclist

It Was All Gravy Until Meningitis Came Into Play

Camels and Chocolate

Page 4: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

Social Filtering

E-mail

Social Networks

To: Michael Bernstein <[email protected]>From: Rob Miller [email protected]

Interesting article about a designer who jumped ship from Google to Twitter because he felt shackled by all the A-B testing.http://www.nytimes.com/2009/05/10/business/10ping.html

Page 5: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

Your friends, family and colleagues know your interests, activities, and personality.

Page 6: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

Friendsourcing:Your friends, family and colleagues know your interests, activities, and personality – and use it to help you.

Page 7: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

Active Information Seekers

Page 8: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

Survey Investigation N = 100

• Are the people who spend time seeking web content also sharing it?

“I rely on tools that aggregate popular web content from many sources: for example, Google News, Google Reader or Digg.”

“I often seek out entertaining posts, jokes, comics and videos using the internet.”

“I spend a large amount of free time viewing web content.”

“I often tell people I know about my favorite web sites to follow.”

“When I see something I like on the internet, my first thought is often, ‘Who else would enjoy seeing this?’”

“I often post interesting web content to public places like my IM status, my Facebook profile, or Digg.”

Page 9: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

Yes: Sharers are Seekers

• Over 50% of anindividual’s interestin sharing wasexplained by theirinterest in seekingR2 = .53, p < .001

• Social capitalhas an almost negligible effectAdj. R2 = .55

Page 10: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

FeedMe

• Designed to facilitate and amplify the sharing process

• Foregrounds sharing and suggests friends who might be interested in posts being read

Page 11: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

• Concern: it can be difficult to judge relevance, and it’s work to send an e-mail

• FeedMe: Lowers the relevance and effort barriers

• Concern: what if I spam my friends?• FeedMe: makes visible relevant

information

FeedMe

Recommend to:[email protected] [email protected] today 0 today

Send

[email protected] today

[email protected] today

Page 12: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

Vector Space Model

design: 184tweet: 170web: 79

twitter: 48social: 43friendfeed:

32blog: 25

developer: 23

sports: 200baseball: 150

sox: 132lacrosse: 89workout: 41muscle: 30hiking: 23vitamin: 22

New post:

Friend A:

Friend B:

Page 13: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

Ongoing work

• Palo Alto Research CenterCan we help business and individuals create and manage huge amounts of friend feed information?

x 100

Page 14: With a Little Help from My Friends: Personalization via Friendsourcing Michael Bernstein MIT CSAIL MIT HUMAN - COMPUTER INTERACTION

To: Michael Bernstein <[email protected]>From: Rob Miller <[email protected]>, David Karger <[email protected]>,

Adam Marcus <[email protected]>Cc: Naveen Sharma <[email protected]>

Michael, you should probably check this out ...