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Michael Seufert, Karl Lorey, Matthias Hirth, Tobias Hoßfeld Gamification Framework for Personalized Surveys on Relationships in Online Social Networks. 1st International Workshop on Crowdsourcing and Gamification in the Cloud (CGCloud), Dresden, Germany, December 2013. Abstract: The estimation of psychological properties of relationships (e.g., popularity, influence, or trust) only from objective data in online social networks (OSNs) is a rather vague approach. A subjective assessment produces more accurate results, but it requires very complex and cumbersome surveys. The key contribution of this paper is a framework for personalized surveys on relationships in OSNs which follows a gamification approach. A game was developed and integrated into Facebook as an app, which makes it possible to obtain subjective ratings of users' relationships and objective data about the users, their interactions, and their social network. The combination of both subjective and objective data facilitates a deeper understanding of the psychological properties of relationships in OSNs, and lays the foundations for future research of subjective aspects within OSNs.
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www3.informatik.uni-wuerzburg.de
Institute of Computer ScienceChair of Communication Networks
Prof. Dr.-Ing. P. Tran-Gia
Gamification Framework for Personalized Surveys on Relationships
in Online Social Networks
Michael Seufert
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Agenda
1. Motivation
2. Facebook App
3. Framework
4. Live Demo
5. Discussion
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MOTIVATION
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Nodes (metrics):• Node degree• Closeness centrality• Betweenness centrality
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Persons (characteristics):• Influence• Trust
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Motivation
Objectivemetrics
Subjective characteristics
Jointly assess subjective characteristics
and objective data
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Goal
Assessment of subjective and objective data Analysis of correlations and dependencies Creation and validation of models
Method Facebook integration as app Intrinsic motivation of users Survey of characteristics: influence, trust, etc.
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FACEBOOK APP
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Requirements
Integration as a game (Gamification)
Survey integration User recruitment Data collection Added value for users
App
Tests
Framework
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My Secret Insights
Earn points
Unlock rewards
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Gamification
Intrinsisic added value instead of external motivation
Success
Motivation
Rewards/
Added value
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Motivation of desired user behavior
Participation App diffusion
Data permissions
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Motivation of desired user behavior
Participation
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Participation
Participation
Competition and ambition(points and rankings)
Curiosity and success(rewards)
Fun(fun questions)
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Rewards
Insights into social network
Analyses (e.g., influence) Visualizations Rankings
Icon of „My Secret Insights“
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App diffusion
Motivation of desired user behavior
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App diffusion
Concept:
The more of a user‘s friends participate… … the better the insights … the larger the information content
Diffusion among friends: Friends can be invited (active) Events (e.g., unlocking of reward) can be
published on profile wall/news feed (passive)
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Motivation of desired behavior
Data permissions
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Data permissions
Unlocking of rewards
Permission to collect data
Insights and storage of data
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FRAMEWORK
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Requirements
Personalized tests API access Quality assurance Flexibility App
Tests
Framework
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Framework
Subjective dataTests
Influence Classification
Other attributes
Objective dataFacebook API
User profile Relationships Interactions
Data collection
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Data collection
Relationships Friends Mutual friends
Interactions Postings Likes Comments
User profile Name Age Interests
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Framework properties
Mechanisms for flexible handling of: Tests and questions Quality assurance API access Access control
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LIVE DEMO
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DISCUSSION
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Framework and app
Framework: Tests Data management Quality Flexibility
Intrinsic motivation of:
Participation App diffusion Data permissions
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Outlook
EU FP7 project SmartenIT Improve traffic management in the Internet Utilize social information
Socially-aware traffic management Collaboration of trusting users Prediction of future demands of users
Objective data and metrics can be collected (more or less) easily
Models are needed to analyze these data and map them to subjective characteristics of relationships
http://www.smartenit.eu
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Persons (characteristics):• Influence• Trust
Nodes (metrics):• Node degree• Closeness centrality• Betweenness centrality
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Open questions
Which gamification element will increase the users‘ willingness to participate, spread the app, and disclose their personal data?
How to measure the success of the gamification design?
Does the gamification survey provide the same results as a classical survey?
How to integrate multiple tests on different characteristics?
How to successfully release/publish/advertise app?
?
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Thank you for your
attention!
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