Supporting User Tasks Online through Social Networks and the - - PowerPoint PPT Presentation

Tom Heath

Knowledge Media Institute The Open University

http://kmi.open.ac.uk/people/tom

30/05/2006

Supporting User Tasks Online through Social Networks and the Semantic Web

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Background

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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things we still can’t do…

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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the semantic web

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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semantic web and the user experience

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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coming up in the next 30 mins

• online tasks
• tools to support

these tasks

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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net / web usage as task performance

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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what are these tasks anyway?

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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searching and browsing

• Guha, McCool and Miller (2003)
• Broder (2002)
• Rose and Levinson (2004)

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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what’s the real goal of the user?

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Sellen, Murphy and Shaw (2002)

finding, information gathering, browsing, transacting, communicating, housekeeping

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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and what about the rest of the net?

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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a taxonomy of user tasks online

Heath, Dzbor and Motta (2005)

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Locating

Looking for an object or chunk of information which is known or expected to exist; it may or may not have been seen before by the user

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Exploring

Gathering information about a specific concept

• r entity to gain understanding or background

knowledge of that concept or entity

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Monitoring

Checking known sources that are expected to change, with the express intention of detecting the occurrence and nature of changes

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Grazing

Moving speculatively between sources with no specific goal in mind, but an expectation that items of interest may be encountered

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Sharing

Making an object or chunk of information available to others

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Notifying

Informing others of an event in time or a change of state

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Asserting

Making statements of fact or opinion

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Discussing

Exchanging knowledge and opinions with

• thers, on a specific topic

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Evaluating

Determining whether a particular piece of information is true, or assessing a number of alternative options

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Arranging

Coordinating with third parties to ensure that something will take place or will be possible at a certain time

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Transacting

Transferring money or credit between two locations; may or may not have some consequence in the offline world

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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tools that are oriented to the task of the user…

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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…and to their context

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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• social context
• preferences held
• previous experiences
• trusted services
• resources available
• current location

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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which tool to build?

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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locating and exploring + social context

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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word of mouth recommendation

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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what might this look like in a system?

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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search results + recommendations from friends?

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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how should results be prioritised?

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Question 1

Who do people seek recommendations from in different scenarios?

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Question 2

How do they decide whether

• r not to trust this information?

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Methodology

• In depth interviews with 12 participants
• 4 recommendation seeking scenarios

– plumber, hotel, back pain, holiday activities – variation by type of task, criticality of task – “who would you ask for recommendations, and why”

• Qualitative analysis to identify key themes

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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5 Trust Factors in Word of Mouth Recommendation

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Expertise

“i would probably go and ask my friend who is a plumber or my friend who is a gas fitter, working on the principle that their domain expertise, their knowledge, is in a similar area”

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Experience

“people i know in the area, it’s good to have word of mouth, you know they’ve got experience good or bad”

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Impartiality

“with travel agents you’d have to question what they were promoting to you - is it because they get commission?”

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Affinity

“may not ask people who i don’t feel comfortable with, who haven’t got the same values as me, or have a completely different lifestyle that i don’t relate to”

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Track Record

“I looked on the internet yesterday about going to see a masseur, but they were too expensive so I’ll go back to [ask] my sister as I had a good experience with her before”

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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How the Factors are Used

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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expertise and experience cited most frequently

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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The more critical the task, the greater the emphasis on externally validated expertise

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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subjective affinity expertise experience

• bjective

solution factors emphasised

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Heath, Motta and Petre (2006)

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Implementation

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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locating and exploring of travel and tourism “things” using social context

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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3 main types of data

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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reviews of travel things

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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social network definitions (FOAF)

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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computed trust ratings…

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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…based on affinity and experience

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Future Work

Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006

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Thankyou