Modeling and Analyzing Engagement in Social Network Challenges
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Transcript of Modeling and Analyzing Engagement in Social Network Challenges
Titolo presentazionesottotitolo
Milano, XX mese 20XX
Modeling and Analyzing Engagementin Social Network ChallengesMarco Brambilla, Stefano Ceri, Chiara Leonardi,Andrea Mauri, Riccardo Volonterio
Politecnico di Milano, DEIB, Data Science Lab
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Engagement
Social Networks are a key aspect to consider when promoting a brand.
To measure how effective the communication is, we measure user Engagement.
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Engagement
What is Engagement in a Social Network Challenge?
• How users are involved in your challenge.
• How much they are committed to produce content.
• How users will preserve challenge quality
• …
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Social Network Challenges – Brand
Value
Improve community
Collect content
Visibility
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Social Network Challenges
The hard part is to bring users on board!
We could use some kind of gamification techniques to keep them engaged.
Social network interactions• Appropriate platform• Appropriate challenge
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Gamification
The process of game-thinking and game mechanics to engage users and solve problems:• Turning user experience into a game can produce behavior
change
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
5 Elements of Engagement
Intrigue• The enterprise needs to develop relevant content to keep users engaged.
Reward• Both non-monetary and monetary incentives.• Rewards should match level of difficulty so users gain a sense of accomplishment.
Status• Leaderboards codify status in gamification as well as a way to tier users.
Community• Social is a key part of gamification: connect, share, and reach out.
Challenge• Users must earn a sense of accomplishment to remain engaged.• Challenges will tie back to reward and intrigue over time.
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Non-monetary rewards
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Incentives: Leaderboards
Leaderboards frequent motivator:
• Newcomers should have hope of reaching top.• Should motivate correct behavior, not just measurable
behavior.
Whatever is measured, users will optimize for this.[Farmer and Glass, 2010]
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Online challenges
Online challenges examples:
- Lego Ideas- Starbucks #RaceTogether- NYPD #myNYPD
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
LEGO Ideas
• Hard job• Hard competition• Big reward (what?)
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Starbucks “Race together”
Spark discussion on racial divide.
You never know what you are going to hit.
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
NYPD #myNYPD
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
NYPD #myNYPD
NYPD #myNYPD:
- Risky- Sensitive- Opposition
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Bottom line
Before launching any efforts, run a Possible Negative Outcome Analysis (PNOA) on your idea:
• No off-topic messages.• No open-ended input if topic is delicate.• Content filtering before public display.
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Objective
We need a model that helps us to identify what actions must we take to keep the challenge engaging for users in order to build value.
Model
Actors
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Actors
Owner
• Initiates the challenge based on some business or marketing need.
• High visibility, supports the managers in boosting the social participation.
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Actors
Manager
• Sets the rules of the game.
• Performs activities targeted at enhancing social participation.
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Actors
Player
• Produce content for the game/challenge.
• Obtain visibility.• granted by the community and/or the organizer.
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Actors
Fan
• Follows the game.
• Decides the outcome by voting.
Model
Actions / Activities
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Activities / Actions
Invite
• Spread the challenge.
• Augment user base.
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Activities / Actions
Appreciate
• Share appreciation for
• A player• A content published• The whole challenge
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Activities / Actions
Award
• Grant visibility to a player.
• Enforce competition between players.
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Activities / Actions
Contribute
• Participate to the challenge by• Posting original content• Re-post existing content• Expanding existing content• …
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Actors and activities in Social Network Challenges
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Other aspects
Staging
• Increase loyalty
• Let the user be acquainted to the game mechanics
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Other aspects
Timing
• Can interfere with• social amplification• the whole challenge
• Can boost participation if used wisely
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Other aspects
Cross Social Network Fertilization
• Same challenge
• Multiple Social Network
• Can be used to influence behavior indirectly
Firma convenzione Politecnico di Milano e Veneranda Fabbrica
del Duomo di MilanoAula Magna – Rettorato
Mercoledì 27 maggio 2015
#YourEXPO2015 challenge
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
#YourEXPO2015 challenge
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
#YourEXPO2015 challenge
We launched the challenge in a risky situation.
• EXPO corruption• No global• …
After the PNOA we opted for a themed photo challenge on Instagram.
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
#YourEXPO2015 challenge
Weekly challenge• Different themes (hashtags) each week
Instagram as the Social Network for content production• Facebook used for cross-fertilization
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Storyboard
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Participation
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Distributions of reactions
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
User clusters
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Conclusion
• We defined a model of the actors and activities involved in a social network challenge.
• We demonstrated that social platforms are effective in engaging players in games for content generation or enrichment.
• We illustrated how the different choices of game organizers impact on the quality and quantity of player’s engagement.
DEIB. Data Science LabModeling and Analyzing Engagement in Social Network Challenges
Thanks for your time!Questions?
Contact:[email protected]
http://datascience.deib.polimi.it
Twitter: @datascience_mi