The document discusses three main challenges of crowdsourcing data: 1) crowdsourcing data, 2) human motivation, and 3) behavioral design. It explores theories of human motivation and how interface design can affect behavior. Specific examples are discussed, such as default choice bias and how interface elements in applications like Snackbot can influence user choices. The document advocates for social interfaces to draw from social and cognitive science regarding crowd data analysis, motivation, and designs that compel human participation and empowerment.

1. SOCIALinterface
smax van kleek
sociam retreat
pony land, new forest
1 october 2012
Tuesday, 7 May 13

2. 3 challenges
1 - crowdsourcing data
2 - human motivation
3 - behavioural design
Tuesday, 7 May 13

3. 1 - crowdsourcing data
2 - human motivation
3 - behavioural design
3 challenges
Tuesday, 7 May 13

4. Tuesday, 7 May 13

5. motivation is clear;
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6. mumbai terror crisis
motivation is clear;
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7. mumbai terror crisis
haiti damage report
motivation is clear;
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8. mumbai terror crisis
haiti damage report japan nuclear crisis
motivation is clear;
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9. mumbai terror crisis
haiti damage report japan nuclear crisis
motivation is clear;
data challenges remain.
Tuesday, 7 May 13

10. C1. violations of statistical assumptions
C2. variability in expertise:
unknown experience, biases
motivation and intention factors
C3. gaming the system
Tuesday, 7 May 13

11. C1. violations of statistical assumptions
C2. variability in expertise:
unknown experience, biases
motivation and intention factors
C3. gaming the system
non-probability sampling methods
convenience sampling, snowball sampling
statistical data analysis,
multi-factor latent process analysis
robust statistical ranking, scoring
game-proofing design
Tuesday, 7 May 13

12. [Haiti Earthquake Usahidi] Can unbounded crowdsourcing (non-
representative sampling) via SMS predict actual damage?
http://irevolution.net/2010/10/13/crowdsourced-prediction/
Tuesday, 7 May 13

13. 8,163 copies of War
and Peace
(June 2011)
“Is It Really About Me? Message Content in Social
Awareness Streams” [Naaman et al. CSCW ’10]
information sharing (IS) 0.2
self promotion (SP) 0.05
opinions/complaints (OC) 0.25
statements and random thoughts 0.25
me now (ME) 0.4
questions to followers (QF) 0.05
presence maintenance (PM) 0.05
anecdote by me (AM) 0.05
anecdote by others (AO) 0.01
Tuesday, 7 May 13

14. likert
ordering
pickbest
User visits http://twiage.me and
registers
1.
2.A question/tournament
is chosen
One of three types of
rounds are selected randomly
3.
The user’s score is tallied
and their rankings are
displayed. Next round starts.4.
Twiage - Van Kleek et al. CHI 2012
Tuesday, 7 May 13

15. Q1:
Q2:
Q3:
twiage
user selections/ratings
EWR ELO LR
rank set (66%)
Rank agreement
Classification agreement
(Top 5%)
test set (33%)
EWR ELO LR
Agreementmeasures
randomly
divide
Tuesday, 7 May 13

16. Empirical
Win
Elo Raw Likert
All 69.7 (0.9) 72.8 (0.9) n/a
Pick-Best 71.2 (3.0) 75.5 (0.8) n/a
Likert 67.7 (1.6) 71.4 (1.6) 64.8 (2.0)
Ordering 63.3 (1.9) 62.4 (2.2) n/a
ranking scheme
roundtype
rank agreement
Tuesday, 7 May 13

17. 1 - crowdsourcing data
2 - human motivation
3 - behavioural design
3 challenges
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18. Tuesday, 7 May 13

19. minecraft
enterprise-d
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20. Tuesday, 7 May 13

21. Reddit, Digg, Slashdot, HackerNews, .Crowdfiltering
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22. Yahoo! Answers, Knowledge NI, QuoraSocial Q&A
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23. Software development + debugging assistancSocial Coding
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24. Software development + debugging assistancSocial Coding
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25. Tumblr - Pinterest/Pinspire - Path
76.6 Million Blogs, 32.6 Billion Posts
50GB of posts added each day; follower list updates
are roughly another 2.7 terabytes daily
Youtube, Vimeo
Content creation and
curation networks:
Blogging, Tumblogging,
Vlogging, Geotumbling,
Facebooking.
Wordpress, Livejournal,
Tuesday, 7 May 13

26. what attracts participation in these communities?
what drives continued involvement?
what causes communities and platforms to fail ?
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27. theories of human motivation
instinct
incentive
drive
arousal
identity/self-expression
role fulfillment
brand/image/community
association
social contact
Tuesday, 7 May 13

28. theories of human motivation
instinct
incentive
drive
arousal
identity/self-expression
role fulfillment
brand/image/community
association
social contact
what does this have to do with interface
design?
{ fb / G+ } - real-name policy
the saga of orkut, myspace and dead
communities
the un-instagrams
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29. 1 - people as data sources
2 - human motivation
3 - behavioural design
3 challenges
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30. HOW DO interface ARTEFACTS affect human behaviour?
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31. Luce’s Model of Choice
Violations of principle of proportionality
Similarity Hypothesis (Tversky et al. 1972)
Regularity Hypothesis
Asymmetrically Dominated Alternatives
(Huber et al. 1982)
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32. Tuesday, 7 May 13

33. SNACKBOT
Min Kyung Lee, CMU CHI
2011
Tuesday, 7 May 13

34. default choice bias
present-biased preferences
asymmetric choice
SNACKBOT
Min Kyung Lee, CMU CHI
2011
Tuesday, 7 May 13

35. tomorrow you would like :
salad - sandwich
for a snack: apple - cookie
default choice bias
present-biased preferences
asymmetric choice
SNACKBOT
Min Kyung Lee, CMU CHI
2011
Tuesday, 7 May 13

36. tomorrow you would like :
salad - sandwich
for a snack: apple - cookie
You selected a salad for lunch today
would you like to keep this choice
or switch to a Roast Beef Sandwich
what would you like tomorrow?
default choice bias
present-biased preferences
asymmetric choice
SNACKBOT
Min Kyung Lee, CMU CHI
2011
Tuesday, 7 May 13

37. tomorrow you would like :
salad - sandwich
for a snack: apple - cookie
You selected a salad for lunch today
would you like to keep this choice
or switch to a Roast Beef Sandwich
what would you like tomorrow?
default choice bias
present-biased preferences
asymmetric choice
apple - celery - cookie
SNACKBOT
Min Kyung Lee, CMU CHI
2011
Tuesday, 7 May 13

38. summary
“Rapid Assembly of Social Machines”
FLOSS Software Platforms (Tech. Infrastructure)
To make truly effective Social Machines social interfaces
can borrow/beg/steal from social and cognitive science
Crowd-data distillation
Group coordination and mobilisation
Core motivation
Lightweight structures of
distributed management and coordination
Interface design choices that compel humans
to be empowered, participate, motivate.
Tuesday, 7 May 13