HPX 影音讀書會第一場 Paul Adams 演講內容介紹
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HPX影音讀書會 第一次聚會 這是HPX影音讀書會首航嘗試 (Pilot Test）。我們要看的是 Facebook 產品經理，也是知名Social Network研究者 – Paul Adams 在 UX Week 2011的演講(How Our Social Circles Influence What We Do, Where We Go, and How We Decide)，主題是社交網路的特性，以及它對人們的影響。這一場演講其實就是他的書《Grouped》（《社群效應》）的濃縮。如果你已經看過書，對內容有一定程度的掌握，聽起來應該比較容易抓到重點。 關於Paul Adams Paul Adams 任職於Facebook，擔任全球品牌體驗經理（Global Head of Brand Design, Facebook）。 負責研究與制定新產品的設計、開發與推廣策略。致力於用實地研究與實驗室研究結合方式幫助產品與開發團隊創造出用戶喜愛的產品與服務。 Paul Adams畢業于愛爾蘭國立藝術與設計學院工業設計專業，獲得設計學士，並于2001年至2002年期就讀于愛爾蘭利莫瑞克大學交互設計專業獲得理學碩士。 加入Facebook之前，2007年至2010年之間，Paul Adams就職於Google用戶體驗團隊，是社會化互動設計領域的領銜人物，負責Google多個社會化網站項目，諸如Gmail，手機Google，Youtube等。 影片：How Our Social Circles Influence What We Do, Where We Go, and How We Decide 活動訊息：http://www.hpx-party.com/hpx-reading-club/video-studying1
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HPX 影音讀書會第一場 Paul Adams 演講內容介紹
- 2. max.sy.chen
- 3. HPX 影音讀書會 HPX Video Discussion Group ...
- 6. How Our Social Circles Influence What We Do, Where We Go, and How We Decide
- 7. Paul Adams • 任職於 Facebook，擔任全球品牌設計總監 （Global Head of Brand Design） • 負責研究與制定新產品的設計、開發與推廣策略 • 畢業於愛爾蘭國立藝術與設計學院工業設計系、 Limerick 大學互動多媒體所 • 曾擔任 Google 資深使用者經驗研究員，帶 領社交使用者經驗研究團隊；參與 Google 多個社交、Apps、YouTube、行動專案
- 9. The Web Built around People • A Web focusing on people, not content, not to mention technology • Social by design • A few examples to show why (and how) the Web is re-built around people • “bolted on”
- 10. English to Go • “So this is me and you can tweet to your heart’s content.” – 2:11 • as much as you want
- 11. Discussion • How is a website built around people? • “bolted-on” vs. “by design” • a meaningful differentiation?
- 13. Why the Web should be Built around People • Technology is changing fast, but behavior is changing very slowly • Understand, design and re-orient for and around people
- 14. People Live in Networks • People have independent groups of friends • People have different types of relationships • Dunbar’s number • The independent groups are connected by individuals
- 15. English to Go • “He is a real foodie.” – 25:25 • a person having an avid interest in the latest food fads
- 16. Discussion • How is information disseminate in groups of people? • No super-influencers? Really?
- 18. Networks Determine How People are Influenced • Friends (and friend networks), experience and environment (cues) • Threshold of being influenced
- 19. English to Go • “It’s kind of stating the obvious in many ways.” – 32:54 • saying something everyone knows
- 20. Discussion • Is UX community the best people to influence people (because the community knows people and social behavior best)? • 44:43, what was he saying?
- 21. 弱連結的力量 The Strength of Weak Ties
- 22. The Strength of Weak Ties • 弱連結的力量（強度） • Granovetter, 1973 • 研究透過個人網絡尋找工作的相關訊息 • 檢視連結的性質和強度 • 根據與朋友聯繫（看到，see）的頻率，區別 連結的強弱程度
- 23. The Strength of Weak Ties • 聯繫頻率： • 經常（often）：每週二次以上 • 偶爾（occasionally）：多於每年一次，少於 每週二次 • 極少（rarely）：每年一次或更少 • 透過個人網絡找到工作，與連結強度有關
- 24. The Strength of Weak Ties • 透過個人關係找到工作的人中： • 16.7% 透過經常看到的朋友 • 55.6% 透過偶爾看到的朋友 • 27.8% 透過極少看到的朋友
- 25. The Strength of Weak Ties • 因此就找工作而言，弱連結（較少聯繫者） 是比較重要的資訊來源 http://www.ldgblog.com/wp-content/uploads/2010/09/The-Strength-Of-Weak-Ties.jpg
- 26. 說明 • 強連結（經常碰面的人）間接觸的資訊較 接近 • 強連結常有傳遞效果 • 若Ａ－Ｂ、Ａ－Ｃ間均是強連結， Ｂ－Ｃ間應該也會是強連結 • 不易出現右圖的狀況
- 29. 網絡中心性（centrality） • 衡量節點的重要性 • Degree centrality • links one have • in and out • popularity, participation, ... Prell, C. (2012). Social Network Analysis: History, Theory, and Methodology. Newbury Park, CA: Sage.
- 30. 網絡中心性（centrality） • Closeness centrality • shortest distances to other nodes • independence (not relying on others to relay information, etc.) Prell, C. (2012). Social Network Analysis: History, Theory, and Methodology. Newbury Park, CA: Sage.
- 31. 網絡中心性（centrality） • Betweenness centrality • how often one sits in between two other nodes • potential control over the flow (of information etc.) Prell, C. (2012). Social Network Analysis: History, Theory, and Methodology. Newbury Park, CA: Sage.
- 32. 網絡中心性（centrality） • Eigenvector centrality • how important one’s friends are • Google’s PageRank Prell, C. (2012). Social Network Analysis: History, Theory, and Methodology. Newbury Park, CA: Sage.
- 33. 網絡大小與密度 • Size • Density • the extent everyone is connected • Clustering coefficient • the extent one’s friends are connected Prell, C. (2012). Social Network Analysis: History, Theory, and Methodology. Newbury Park, CA: Sage.
- 34. 範例：15世紀佛羅倫斯政治聯姻 An Example: 15th Century Florentine Marriage
- 35. Network of Marriages • Florence in the 1430’s Jackson, M. O. (2008). Social and Economic Networks.
- 36. Medici’s Rising • Degree: 6 • Guadagni: 4 • Strozzi: 4; • not exactly dramatic Jackson, M. O. (2008). Social and Economic Networks.
- 37. Medici’s Rising • Betweenness: 0.522 • i.e. Medici family lies on half of all shortest paths between families • Guadagni: 0.255 (2nd highest family) • Strozzi: 0.103 Jackson, M. O. (2008). Social and Economic Networks.
- 38. 原著 The book
- 40. 現在的社交網路 The Social Web Today
- 41. 1 Social networks are not new, and the social web is here to stay.
- 42. 2 Sharing is a mean to an end.
- 43. 3 Our social networks are made up of small, independent groups, connected through us.
- 44. 4 The people closest to us have disproportionate influence over us.
- 45. 5 When spreading ideas, the structure of the network is more important than the characteristics of individuals.
- 46. 6 How we behave is learned from observing others.
- 47. 7 Many of our decisions are made by our non- conscious, emotional brain.
- 48. 8 We’re wired to avoid trying new things, especially when they don’t match our beliefs.
- 49. 9 People will increasingly turn to their friends for information.
- 50. 所需的新知識 A New Knowledge Set is Required
- 53. 2 Networks
- 58. 下集預告 Next time on HPX Video
- 59. Luke Wroblewski on Input http://blog.jobbole.com/wp-content/uploads/2013/01/128_130117195630_11.jpg
- 61. 作業 Homework
- 62. Homework • Listening to the talk again • Use the idioms/words you learn three times a week • If you really cannot find a chance to, please feel free to send me a note with the idiom/word.
- 63. Thank You!
- 64. Your comments are most welcome!