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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 [email protected]
Lawrence C. Lee Director of Business Development [email protected]
Intelligent Systems Laboratory Palo Alto Research Center Inc.
2 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
PARC Overview
Interdisciplinary research center
Founded in 1970
Spun out of Xerox in 2002
Business model: – Contract research – Licensing
– Joint ventures
– Spinoffs
3 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
Web 2.0 and Enterprise 2.0
Software as a Service (SaaS)
Rich User Interactions
Network Effects and Collective Intelligence
Remixing and Mashup of Services
Disruptive Potential
Social Networks
New Collaboration Environments
4 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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
5 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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
6 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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
7 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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
8 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
I. Interference Effects in Wikipedia
Source: Wikipedia (Kittur, Suh, Pendelton, Chi)
Declining percentage of activity devoted to article editing in Wikipedia
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Mediators
Sympathetic to parents
Sympathetic to husband
Anonymous (vandals/spammers)
Revert Graph for Wikipedia page: Terry Schiavo
Visualizing Interference and Conflict
Source: Wikipedia (Kittur, Suh, Pendelton, Chi)
10 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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
11 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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
12 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
II. Interaction Costs and Social Systems
Interaction costs determine number of people who participate
Surplus of attention & motivation at small transaction costs
Therefore… Important to keep
interaction costs low Cost of participation
# P
eopl
e w
illin
g to
pro
duce
for “
free”
13 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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)
14 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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
15 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
SparTag.us
Key innovations – Click-to-tag – Paragraph-level tags – Social annotations – Tag portability
Highlights (annotations)
Paragraph-level tagging
16 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
My SparTag.us
Web-based notebook keeps track of all clipped paragraphs with tags and highlights
17 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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
18 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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
19 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
Think of tagging as a communication… Topics Concepts
Users Documents Tags T1…Tn Encoding Decoding
Noise
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Information Theoretic Measures
Mutual information I(Doc; Tag) – Amount of information
known about documents given knowledge of tags
Conditional entropy H(Doc|Tag) – Additional amount of
information needed to be known in order to identify a document given knowledge of tags
Knowledge of tags
Knowledge of documents
I(Doc;Tag) H(Doc|Tag)
21 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
I(Doc; Tag)
Tags contain less information about documents over time
Source: del.icio.us (Chi & Mytkowicz)
22 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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)
23 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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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• Synonyms • Misspellings • Morphologies
People use different tag words to express similar concepts.
But Social Tagging Creates Noise
25 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
Guide
Web
Howto
Tips Help
Tools
Tip
Tricks
Tutorial
Tutorials
Reference
Semantic Similarity Graph
Use Semantic Analysis to Reduce Noise
26 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
TagSearch – A New Search Engine
New approach: harness human intelligence encoded in tags on documents and web pages to improve search precision
27 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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
28 KM World & Intranets 2007 – © 2007 Palo Alto Research Center Inc.
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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Contacts
Stop by our booth at the Expo - Booth 313 Our contact information:
Ed H. Chi, Ph.D. Manager, Augmented Social Cognition Area [email protected] 650.812.4312
Lawrence C. Lee Director of Business Development [email protected] 650.812.4756