Weitere ähnliche Inhalte Ähnlich wie 2007 KMWorld Presentation on Augmented Social Cognition Research at PARC Ähnlich wie 2007 KMWorld Presentation on Augmented Social Cognition Research at PARC (20) Kürzlich hochgeladen (20) 2007 KMWorld Presentation on Augmented Social Cognition Research at PARC1. Web 2.0 in the Enterprise
Improving collaboration through research insights
in coordination costs
KMWorld & Intranets 2007
November 7, 2007
Ed H. Chi, Ph.D.
Manager, Augmented Social Cognition Area
echi@parc.com
Lawrence C. Lee
Director of Business Development
lawrence.lee@parc.com
Intelligent Systems Laboratory
Palo Alto Research Center Inc.
2. PARC Overview
Interdisciplinary research center
Founded in 1970
Spun out of Xerox in 2002
Business model:
– Contract research
– Licensing
– Joint ventures
– Spinoffs
KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc. 2
3. Web 2.0 and Enterprise 2.0
Software as a Service (SaaS)
Remixing and Mashup of Services
Rich User Interactions
Social Networks
Network Effects and
Collective Intelligence
Disruptive
New Collaboration Environments
Potential
KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc. 3
4. Benefits of Web 2.0
Web 2.0 tools in the enterprise:
– Blogs
– Wikis
– Social bookmarking
– RSS
– Search
– Social networking
Benefits
– Simple to set up
– Easy to use
– Knowledge captured as side effect of communication
KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc. 4
5. Costs of Web 2.0
Benefits of Web 2.0 do not come for free
– Interference effects
– Interaction costs
– Noisy folksonomies
Research Methodology
– Analyze activity on social systems
– Develop models on interaction dynamics
– Design new systems to increase benefits and reduce cost
– Test systems in Living Laboratories
KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc. 5
6. Research Foundation
PARC’s rich history of research in information systems
– User interface research
– Information foraging theory
– Sensemaking
Augmented Social Cognition
– Vision: Enhance the ability of a group of people to remember,
think, and reason
– Combines cognitive science with social computing research
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7. Outline
Overview
– Benefits of Web 2.0 in the Enterprise
– Costs of Web 2.0
» Interference effects, interaction costs, noisy folksonomies
Three examples of PARC research and solutions
– WikiDashboard: Providing social transparency in Wikispaces
– SparTag.us: Lowering interaction costs in tagging systems
– TagSearch: Reducing noise in tagged data and harnessing
tags for search
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8. I. Interference Effects in Wikipedia
Declining percentage of activity devoted to article
editing in Wikipedia
Source: Wikipedia (Kittur, Suh, Pendelton, Chi)
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9. Visualizing Interference and Conflict
Revert Graph for Wikipedia page: Terry Schiavo
Anonymous (vandals/
spammers)
Sympathetic to
husband
Mediators
Sympathetic to
parents
Source: Wikipedia (Kittur, Suh, Pendelton, Chi)
KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc. 9
10. WikiDashboard
Transparency of social dynamics can reduce conflict
and coordination issues
– WikiDashboard: Social dashboard for wikis
– Prototype system: http://wikidashboard.parc.com
Visualization for every wiki page
showing edit history timeline and
top individual editors
Can drill down into activity history
for specific editors and view edits
to see changes side-by-side
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11. WikiDashboard Summary
Key problems
– Lack of visibility into social dynamics of wikis
– Lack of transparency in individual activity
PARC’s solution
– Visualization of individual edit activity to increase
transparency, accountability, and quality of wikis
– Connect individuals with shared interests by reviewing
activity on specific wiki topics
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12. II. Interaction Costs and Social Systems
Interaction costs determine
# People willing to produce for “free”
number of people who
participate
Surplus of attention &
motivation at small
transaction costs
Therefore…
Important to keep
interaction costs low
Cost of participation
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13. Social Bookmarking
Means of storing, annotating,
and sharing links
Typically done for oneself
But implicit sharing promotes
transfer of expertise
Lightweight form of enterprise
knowledge sharing
Players:
– Del.icio.us
– Connotea
– CiteUlike
– and many enterprise social
bookmarking systems (that
operate behind the firewall)
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14. SparTag.us
Social bookmarking is easy to do but there is still
friction in the process
– Tagging in new window separate from document
– Tagging limited to page level even though you want to tag a
paragraph only
– Tags and annotations do not remain with paragraphs if
referenced on other pages
New approach: Make tagging and retrieval of tagged
content easier
Lower interaction costs and increase participation
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15. SparTag.us
Key innovations
– Click-to-tag
– Paragraph-level tags
– Social annotations
– Tag portability
Highlights (annotations)
Paragraph-level tagging
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16. My SparTag.us
Web-based notebook keeps track of all clipped
paragraphs with tags and highlights
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17. SparTag.us Summary
Key problems
– Friction in current tagging process
– Tags are limited to page level only
– Difficult to find content of interest on page later
PARC’s solution
– In situ tagging on the same page using click-to-tag
– Tags applied to paragraphs
– Tags and annotations stay with paragraph, even on new
pages (e.g. block quote on a blog post)
– My SparTag.us notebook displays all tagged and annotated
paragraphs
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18. III. Noise in Social Tagging Systems
Folksonomies emerge from social tagging systems
Benefits
– Freeform tagging instead of conforming to rigid taxonomies
– More flexibility allows users to recall information later
– Information discovery using tag browsing
Weaknesses
– Noise
– Inconsistency
– Difficult to leverage for search
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19. Think of tagging as a communication…
Concepts Topics
Users TagsNoise Documents
Decoding T1…Tn Encoding
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20. Information Theoretic Measures
Mutual information
I(Doc; Tag)
– Amount of information
known about documents
given knowledge of tags
Conditional entropy
H(Doc|Tag)
I(Doc;Tag) – Additional amount of
H(Doc|Tag) information needed to be
known in order to identify
a document given
knowledge of tags
Knowledge Knowledge
of tags of documents
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21. I(Doc; Tag)
Tags contain less
information about
documents over time
Source: del.icio.us (Chi & Mytkowicz)
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22. H(Doc | Tag)
More information
needs to be
known over time,
over and above
what is given by
tags
Source: del.icio.us (Chi & Mytkowicz)
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23. Rise in Average Tags per Bookmark
Note parallel with
increasing
average number
of words in a
search query
Source: del.icio.us (Chi & Mytkowicz)
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24. But Social Tagging Creates Noise
• Synonyms
• Misspellings
• Morphologies
People use different
tag words to express
similar concepts.
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25. Use Semantic Analysis to Reduce Noise
Semantic Similarity Graph
Web
Tools
Reference
Guide
Howto
Tutorial
Tips
Help
Tip Tutorials
Tricks
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26. TagSearch – A New Search Engine
New approach: harness human intelligence encoded
in tags on documents and web pages to improve
search precision
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27. TagSearch Summary
Key problems
– Noisy tag data
– Users do not want to conform to rigid taxonomies
– Too many irrelevant results in enterprise search
PARC’s solution
– Let users tag freeform but use data mining techniques to
reduce noise
– Harness normalized tag data in new search algorithm
– Result: High precision enterprise search engine trained on
content tagged by enterprise community
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28. Conclusion
Effective deployment of Web 2.0 tools requires
understanding of both costs and benefits.
– Increasing transparency results in higher quality
– Lowering interaction costs results in higher participation
– Decreasing noise results in greater search precision
PARC works with enterprises to solve specific
problems and deploy customized versions of its suite
of Web 2.0 technologies.
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29. Contacts
Stop by our booth at the Expo - Booth 313
Our contact information:
Ed H. Chi, Ph.D.
Manager, Augmented Social Cognition Area
echi@parc.com
650.812.4312
Lawrence C. Lee
Director of Business Development
lawrence.lee@parc.com
650.812.4756
KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc. 29