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:marco.brambilla@polimi.it

http://datascience.deib.polimi.it

Twitter: @datascience_mi