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![Page 1: Utilizing social context for providing personalized services to mobile users A EuroSSC 2010 presentation Athanasios Karapantelakis and Gerald Q. Maguire.](https://reader030.fdocuments.us/reader030/viewer/2022032607/56649ec95503460f94bd784d/html5/thumbnails/1.jpg)
Utilizing social context for providing personalized services to mobile users
A EuroSSC 2010 presentation
Athanasios Karapantelakis and Gerald Q. Maguire Jr.
Royal Institute of Technology (KTH), Stockholm Sweden.Industrial sponsor: Conformiq Inc
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Agenda
• Introduction• System overview• Measurements and results• Q&A session
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Introduction (1/2)• Trends in social media usage today
– Increase in social network usage, blogging and community sites.• Users spend more time online browsing Social Networks, than reading e-
mail [1]
– Social network users going mobile [2]– Commercial application• “After friends and family, the number one driver for brand trust is online
reviews and feedback from the social media space”. [3]• Social Technologies Gain Traction In The Enterprise – Year: 2010 Will Be The
Year Of differentiation for vendors to stay relevant. [4]
– Personalized social networking in the center of next-generation social networking platforms
Mark Zuckerberg: “Facebook is part of the shift toward more social and personalized experiences everywhere online.” [5][1] eMarketer: More Time Spent on Social Media than Email Worldwide: Email most common daily activity, but social racks up more hours
http://www.emarketer.com/Articles/Print.aspx?1008025[2] ComScore inc. - Facebook and Twitter Access via Mobile Browser Grows by Triple-Digits in the Past Year, March 2010http://www.comscore.com/Press_Events/Press_Releases/2010/3/Facebook_and_Twitter_Access_via_Mobile_Browser_Grows_by_Triple-Digits[3] The Nielsen Company – Friending the Social Consumer, June 16, 2010http://blog.nielsen.com/nielsenwire/online_mobile/friending-the-social-consumer/[4] Forrester Research - Enterprise Social Networking 2010 Market Overview http://www.forrester.com/rb/Research/enterprise_social_networking_2010_market_overview/q/id/56777/t/2[5] Mark Zuckerberg - Building the Social Web Together April 21, 2010http://blog.facebook.com/blog.php?post=383404517130
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Introduction (2/2)• Challenge: how to take advantage of the abundance of social context
available online, to proactively provide personalized content to users.• Problem outline:
– Social context is dispersed in different non-interoperable social networks [1].– Personalized content is provided to the users superficially (e.g. friend
recommendations, group publications, recommendations based on loose criteria etc.).
• Proposed Solution: – (1) A context-aware system which aggregates social context, to synthesize user
profiles and recommend Web feeds of related content to users.– (2) A user mobile application which receives web feeds and presents them to
the user in an intuitive way.• Multiple dimensions in the solution:
– System architecture– Information aggregation and modeling– Criteria of selection
[1] Economist Print Edition: Online social networks: Everywhere and nowhere, March 2008.
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System overview
Original Implementation: Karapantelakis, A. and Devlic, A. and Zarifi Eslami, M. and Khamit, S. Printing in Ubiquitous Computing Environments. In: 6th International Conference on Ubiquitous Intelligence and Computing, 7-9 Jul 2009, Brisbane, Australia.
Service Agents(Content Providers)
Applications(iOS app)
Context Sources(Social Networks)
Context Broker
SUBSCRIBENOTIFY
Content
PUBLISH
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Context Broker
• Raw Context Modeling: FOAF & custom RDF-based schemas create a user profile.– Certain context transcoded with the help of web domain knowledge to produce more meaningful
results.• Maintain Subscription Base:
– Based on SIP/SIMPLE• Decision Algorithm
– Triggered every time an incoming feed arrives. – Calculates how the new feed matches each of the user profiles stored in the system.– If the calculation shows a match for a given profile, the feed is forwarded to the user application via
a NOTIFY message.
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User Application
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Measurements (1/5)
• Exposed system for public use, for a 6-month period.– 462 users participated during that time.– Privacy concerns: TOS requested users for
permission to access personal information for anonymous statistical analysis.
• Measured system performance and perceived user experience.– Preliminary results
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Measurements (2/5)
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Measurements (3/5)
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Measurements (4/5)
• Reinforcing a statement
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Measurements (5/5)
• Percieved User Experience measurements
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Conclusion
• Presented a system for aggregating social context for personalized context.– Relevant with current trends.– System exposed to public use for 6 months.– Large dataset of traces after exposing the system
for public use allows for further investigation• Future enhancements– Taking advantage of social relations between
people (friendships, business affiliations, etc.)
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Thanks for attending !
• Q&A Session