Insemtives semtech2010-20100622

Reputation, community, Web 2.0, and games: incentives for

semantics – about getting people involved

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Katharina Siorpaes and Elena SimperlSemTech 2010

Executive summary• Many tasks related to semantic content authoring cannot be undertaken

without human contribution.

• User motivation is essential for semantic applications to achieve critical mass and ensure sustainable growth.

• How to encourage user participation– Incentives– Technology design– Usability engineering– Games with a purpose

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About the speakers

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Katharina Siorpaes Elena Simperl

Agenda

• Human-driven semantic content authoring• Incentives and participatory design• Example: Casual games• Example: Virtual worlds• Conclusion

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HUMAN-DRIVEN SEMANTICCONTENT AUTHORING

Human-driven semantic content authoringIncentives and participatory design

Example: Casual gamesExample: Virtual worlds

Conclusions

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Human vs computational intelligence• Ordered sequence of tasks into which the

authoring exercise can be divided• Required skills and expertise

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Example: semantic annotation

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Example: ontology evaluation

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Example: ontology alignment

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MILLION DOLLAR QUESTION

HOW CAN WE MOTIVATE PEOPLE TO DEDICATE THEIR VALUABLE TIME

TO ANNOTATE THEIR/OUR DATA?

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INCENTIVES AND PARTICIPATORY DESIGN



Conclusions



Motivation vs incentives

• Incentives are ‘rewards’ assigned by an external‘judge’ to a performer for undertaking a specific task.

• Common belief (among economists): incentives can be translated into a sum of money for all practical purposes.

• Incentives can be related to both extrinsic and intrinsic motivations.


Extrinsic vs intrinsic motivation

• Extrinsic motivation if task is considered– Boring, dangerous, useless, socially undesirable,

dislikable by the performer.• Intrinsic motivation if

– The performer likes what he/she is doing– The act is satisfying in itself (it can happen for

many different reasons).

Web 2.0 is hot, Semantic Web isnot?


Web 2.0 motivators


User-empowered Web

• Comprehensive incentives studies are available (Kuznetsov, 2004; Marlow et al.,2006; Wikipedia, 2009).


Example: Wikipedians

• Reciprocity: Altruistic contributors receive a benefit in return.

• Community: “Wikipedians […] feel needed”, there is “a sense of common purpose and belonging “.

• Reputation: Contributors “develop identities in order to be respected, trusted, and appreciated by peers”.

• Autonomy: Contributors enjoy “the freedom of independent decision”.

Kuznetsov, 2004


Factors influencing incentives design

• Tasks or an ordered collection of tasks into which the authoring exercise can be divided.

• Skills required to undertake the task.

• Goal of the authoring exercise.• Social structure, i.e. social relationships

among the subjects participating in the exercise.

• Nature of the good.www.insemtives.eu 18

Example: image sharing on a social platform

• Task: attaching concepts and relationships to images (iPhoto).

• Skills: identifying objects in images and choosing the right description.

• Goal: sharing and retrieval. • Social structure: Friends (in

social network).• Nature of the good:

annotations accessible to me and my friends.


Example: UNSPSC and eCl@ssalignment

• Task: ontology alignment• Skills: domain knowledge,

modeling skills• Goal: interoperability • Social structure:

enterprise, team• Nature of good: for

benefit of enterprise


Technology and application design

• Involve users in the design process. – Design workshops, interviews etc.

• Take usability serious. – Design for efficiency, effectiveness and user

satisfaction.

• Design for sociability. – Support sharing, contributing, collaborating,

identity-building.


Technology and application design (ii)

• Respect trust/security and safety/privacy issues. – Support visibility and awareness.

• Design for fun. • Follow an user experience design approach.• Support a user’s individual identity in a (and

contribution to a) community with collaborative activities.


Example: image annotation in OKEnterprise (i)

• Involvement of users in design process– Interviews and user

workshops• Usability

– Interviews, usability evaluations

• Design for sociability– User interaction, visibility of

contributions, registered users, collaborative working

• Trust and privacy– Trust in enterprise portal,

rating– Privacy: users have control

over their data


Example: image annotation in OKEnterprise (ii)

• Design for fun– Annotator of the week,

rankings– Casual games

• User-experience design approach– Evaluate and revise

depending on user experience

• Support user’s individual identity– Registration of users,

individual user pages


NOW: FUN AND COMPETITION: GAMES FOR SEMANTICS!



Conclusions


8/10/2011ESWC 2008 26

OntoPronto: Step 1

OntoPronto: Step 2

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OntoTube

OntoTube

Results

n=2905 rounds

n=2234

12.9%

10.2%

76.9%

Either skipped or noconsensus found inthe first task

Challenges in whichonly the first task wascompletedconsensually

Challenges in whichboth tasks werecompletedconsensually

97.6%

0.5%

1.9%

Challenges in whichat least the first taskwas completedconsensuallyWrong judgements ofontological nature

Wrong abstractions

MASSACRE – MASive Semantic Annotation Creation Game


Phratris – Phrase Analysis TETRIS


playence’ Uhani (i)


Check www.playence.com!

playence’ Uhani (ii)


Casual games

1. Steep learning curve2. Fast game play: little time effort required 3. Simple implementation (simple interface and

graphics)4. Low hardware efforts (usually browser or

mobile app)5. Low bandwidth requirements6. Mass audience


How to design your own game

1. Specify output2. Identify input3. Choose type of game and define game play4. Based on previous decisions, define game

play and adapt underlying game ontology5. Adapt or define export algorithm6. Evaluate output


Guidelines

1. Timed response2. Score keeping3. Player skill level4. High score lists5. Randomness

5. Random player pairing6. Player testing7. Repetition8. Taboo outputs


Luis von Ahn. Games With A Purpose. IEEE Computer Magazine, June 2006. pp 96-98.

Challenges• Identifying suitable tasks in semantic content creation.• Designing games. • Designing a usable, attractive interface. • Identifying suitable knowledge corpora. • Preventing cheating. • Defusing typical pitfalls of conceptual modeling.• Distribution of labor. • Fostering user participation. • Deriving formal representations. • Scalability and performance.


ANNOTATION IN VIRTUAL WORLDS



Conclusions


Tiny Planets

• Kids TV property licensed in over 100 countries worldwide

• Education• Diverse broadcaster base – from

Al Jazeera to American Armed Forces network

• Unusual age profile – kids 4 -11• Brand extensions into web and

virtual world


Tiny Planets (ii)

• Tiny Planets website – 40,000 unique visitors per month

• 100,000 page impressions• Average stay 8 minutes• MTP virtual world – active

47,000 user accounts• Books, Fun, TV, Learning, Labs

sites as well as virtual world• Real and virtual currencies• Cross-site account creation


• Engage kids with annotation games as a means of expression

• Combination of ‘rating’, ‘tagging’, and pre-scripted comments

• Locate content within virtual world to inform friends, give clues in games, give an ‘emotional’ context to items by expressing opinions. Search for clues and comments left by friends

• Reward annotations with virtual currency


Virtual world

Real world• Real-world science experiment

based on Galaxy Zoo format• Crater marking using data from

NASA LRO• Use My Tiny Planets account

for sign in and performance tracking

• Reward annotations with achievements and virtual currency

• And kudos; kids get to know they’re doing science for real, and its going to be used.


Incentives• Earn Stars to spend on Virtual

Goods, games or videos• Earn awards that can be seen by

other players in your passport• Rise in Rank as you perform

targeted activities • Join the Pro circuit so that your

top scores can be seen by other players

• Buy Keys, which unlock new areas and new activities in which to spend your Stars.


CONCLUSIONS



Conclusions


Summary• Human contribution is needed for selected tasks in

semantic content authoring. • Web 2.0 has impressively demonstrated how strong

incentives can foster user participation and create successful applications.

• Turning semantic content creation tasks into games is an especially intriguing idea because of the potentially large amounts of human-produced data that can be created.

• Challenges are manifold: knowledge corpora, interesting game design, ensuring uptake, difficulty of tasks, etc.


8/10/2011 www.insemtives.eu 52

Realizing the Semantic Web by encouraging millions of end-users

to create semantic content.

Insemtives semtech2010-20100622

Education

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