1. Tom Heath Knowledge Media Institute The Open University http://kmi.open.ac.uk/people/tom 30/05/2006 Supporting User Tasks Online through Social Networks and the Semantic Web

2. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 2 Background

3. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 3 things we still can’t do…

4. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 4

5. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 5

6. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 6 the semantic web

7. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 7 semantic web and the user experience

8. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 8 coming up in the next 30 mins online tasks tools to support these tasks

9. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 9 net / web usage as task performance

10. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 10 what are these tasks anyway?

11. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 11 searching and browsing Guha, McCool and Miller (2003) Broder (2002) Rose and Levinson (2004)

12. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 12 what’s the real goal of the user?

13. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 13 Sellen, Murphy and Shaw (2002) finding, information gathering, browsing, transacting, communicating, housekeeping

14. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 14 and what about the rest of the net?

15. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 15 a taxonomy of user tasks online Heath, Dzbor and Motta (2005)

16. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 16 Locating Looking for an object or chunk of information which is known or expected to exist; it may or may not have been seen before by the user

17. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 17 Exploring Gathering information about a specific concept or entity to gain understanding or background knowledge of that concept or entity

18. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 18 Monitoring Checking known sources that are expected to change, with the express intention of detecting the occurrence and nature of changes

19. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 19 Grazing Moving speculatively between sources with no specific goal in mind, but an expectation that items of interest may be encountered

20. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 20 Sharing Making an object or chunk of information available to others

21. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 21 Notifying Informing others of an event in time or a change of state

22. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 22 Asserting Making statements of fact or opinion

23. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 23 Discussing Exchanging knowledge and opinions with others, on a specific topic

24. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 24 Evaluating Determining whether a particular piece of information is true, or assessing a number of alternative options

25. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 25 Arranging Coordinating with third parties to ensure that something will take place or will be possible at a certain time

26. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 26 Transacting Transferring money or credit between two locations; may or may not have some consequence in the offline world

27. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 27 tools that are oriented to the task of the user…

28. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 28 …and to their context

29. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 29 social context preferences held previous experiences trusted services resources available current location

30. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 30

31. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 31 which tool to build?

32. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 32 locating and exploring + social context

33. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 33 word of mouth recommendation

34. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 34 what might this look like in a system?

35. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 35 search results + recommendations from friends?

36. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 36 how should results be prioritised?

37. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 37 Question 1 Who do people seek recommendations from in different scenarios?

38. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 38 Question 2 How do they decide whether or not to trust this information?

39. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 39 Methodology In depth interviews with 12 participants 4 recommendation seeking scenarios –plumber, hotel, back pain, holiday activities –variation by type of task, criticality of task –“who would you ask for recommendations, and why” Qualitative analysis to identify key themes

40. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 40 5 Trust Factors in Word of Mouth Recommendation

41. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 41 Expertise “i would probably go and ask my friend who is a plumber or my friend who is a gas fitter, working on the principle that their domain expertise, their knowledge, is in a similar area”

42. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 42 Experience “people i know in the area, it’s good to have word of mouth, you know they’ve got experience good or bad”

43. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 43 Impartiality “with travel agents you’d have to question what they were promoting to you - is it because they get commission?”

44. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 44 Affinity “may not ask people who i don’t feel comfortable with, who haven’t got the same values as me, or have a completely different lifestyle that i don’t relate to”

45. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 45 Track Record “I looked on the internet yesterday about going to see a masseur, but they were too expensive so I’ll go back to [ask] my sister as I had a good experience with her before”

46. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 46 How the Factors are Used

47. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 47 expertise and experience cited most frequently

48. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 48 The more critical the task, the greater the emphasis on externally validated expertise

49. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 49 subjective affinityexpertise experience objective solution factors emphasised

50. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 50 Heath, Motta and Petre (2006)

51. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 51 Implementation

52. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 52 locating and exploring of travel and tourism “things” using social context

53. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 53 3 main types of data

54. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 54 reviews of travel things

55. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 55 social network definitions (FOAF)

56. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 56 computed trust ratings…

57. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 57 …based on affinity and experience

58. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 58 Future Work

59. Supporting Online Tasks through Social Networks and the Semantic Web Tom Heath, KMi, The Open University 30/05/2006 59 Thankyou