1. a presentation for 158.729 Socio-technical System Design and Evaluation by Jingning Li Interface and Feedback Factors in Social Bookmark Usage

2. Bookmarks Bookmarks are a fundamental feature of Internet Web browser. Users use this function to save and collect their favourite web page locations (URLs) into their computers’ memory. However, users cannot use their bookmarks on other computers, and cannot share their bookmarks with others online. 1

3. Social Bookmarking History In April 1996, the concept of shared online bookmarks was introduced on the website itList.com [48]. In late 2003, tagging and the term social bookmarking were introduced by delicious.com (formerly del.icio.us) [40]. From 2003, more social bookmarking services are launched into the Internet. 2

4. Social Bookmarking Social bookmarking not only lets users store, organise and access their bookmarks online, it also lets them share them with other users [25]. For example, delicious.com.delicious.com Bookmarks can be public and shared with other users, or can be saved privately and hidden from other users. Tags are used in social bookmarking services to organise the bookmarks. (e.g. delicious.com tag cloud)delicious.com tag cloud 3

5. Social Bookmark Buttons When one browses the Internet, social bookmark buttons appear on many website to allow users to bookmark those sites. For example, the bbc.com website shows several social bookmark buttons under each news storybbc.com 4 Social Bookmark Buttons List

6. Trends In April 2009, nearly 38 million people visited website digg.com [18]. 5

7. However Just 0.41% of all Internet users visited digg.com on May 24 th, 2009 [1]. 6

8. Social Bookmarking VS Social Networking Unique Visitors [18] 7

9. Continue Daily Reach (percent) – May 24 th, 2009 [1] 8

10. Problems Social bookmarking can let users save, share, and use bookmarks conveniently and rapidly online, but the proportion of all Internet users visited social bookmarking services is low. Do you know social bookmarking? Do you use social bookmarking services? Why are only a small number of people using social bookmarking? 9

11. Usability and Functionality 10

12. Culture An online survey started on March 4th, 2009 and finished on April 29th, 2009 on website livlarge.co.nz and found that 46.2% of New Zealand participants used the website delicious.com and 30.8% of New Zealand participants used the website digg.com [39]. In Spain, the website delicious.com’s worldwide traffic rank was 452 and the website digg.com’s was 484 on February 20th, 2010 [2, 3]. 11

13. Proposal Because social bookmarking services work slightly differently [9], and one extra click will stop people using the social bookmark buttons [14]. To investigate how usable and interactive / involving different types of social bookmark button are. 12

14. Compare Social Bookmark Buttons 13

15. 14 Continue

16. 15 Continue

17. Research Question Does the cognitive effort and social feedback of social bookmark button affect the likelihood of someone using social bookmarking when browsing the Internet? Does social bookmark button’s cognitive effort affect likelihood of someone using social bookmarking when browsing the Internet? Does social bookmark button’s social feedback affect the likelihood of someone using social bookmarking when browsing the Internet? 16

18. Six Versions of Bligg Button – First Study 17 Low Cognitive Effort & No Social Feedback Low Cognitive Effort & Low Social Feedback Low Cognitive Effort & High Social Feedback High Cognitive Effort & No Social Feedback High Cognitive Effort & Low Social Feedback High Cognitive Effort & High Social Feedback Results

19. Low Cognitive Effort and No Social Feedback 18 Back

20. Low Cognitive Effort and Low Social Feedback 19 Back

21. Low Cognitive Effort and High Social Feedback 20 Back

22. High Cognitive Effort and No Social Feedback 21 Back

23. High Cognitive Effort and Low Social Feedback 22 Back

24. High Cognitive Effort and High Social Feedback 23 Back

25. Result 1 – First Study Mean willing and effort to enter the details (N=60) 24

26. Result 2 – First Study Mean usefulness of social feedback (N=60) 25

27. Result 3 – First Study Mean likelihood of using social bookmarking by cognitive effort and social feedback (N=60) I think I will use social bookmarking in the future: 26 No Social Feedback Low Social Feedback High Social Feedback Low Cognitive Effort 8.257.707.40 High Cognitive Effort 5.655.754.90 Back

28. Mean task time taken in milliseconds by cognitive effort (N=60) Result 4 – First Study RegistrationBookmarkComment The High Cognitive Effort System 92618.4759424.9833991.45 The Low Cognitive Effort System 31587.235920.0824139.80 27

29. Hypothesis Testing – First Study The social bookmark button’s cognitive effort had a significant effect on the rating (paired t-test, p<0.001). However, the ratings were not significantly different for social bookmark button’s with different levels of social feedback (ANOVA on averaged ratings for each subject, p=0.352). 28

30. Second Study Reading screen effort and confounded effort (imposing subjects to read un-interesting social feedback they thought) are potentially critical factors in whether social feedback affects social bookmarking usage. (Details)Details Four types of feedback were created, and had the same reading length, images and layout. One type of feedback included choice of social feedback, and two links were added into this version. 29

31. Four Versions of Bligg Button – Second Study Feedback Type No Social Feedback Song Information Social Feedback Plus Bligg Number Social Feedback Song Information Social Feedback Bligg Number Social Feedback Plus Choice of Social Feedback 30 Results

32. No Social Feedback 31 Back

33. Song Info Social Feedback 32 Back

34. Song Info Social Feedback Plus Bligg No. Social Feedback 33 Back

35. Song Info Social Feedback Bligg No. Social Feedback Plus Choice of Social Feedback 34 Back

36. Result 1 – Second Study Mean like to use social bookmark buttons by social feedback (N=24) 35

37. Result 2 – Second Study For the choice of social feedback system, 70.83% of subjects clicked the links for more social feedback. 82.35% of subjects clicked the link “See other bookmarks in Pop Music”. 17.65% of subjects clicked the link “See other bookmarks related by Keywords”. Mean willing and effort to click the links by gender (N=24) 36 GenderWilling to Click the LinksEffort to Click the Links Male8.832.33 Female8.082.67

38. Hypothesis Testing – Second Study Social bookmark button’s social feedback had a significant effect on the response for “like to use social bookmarking in the future” and “will use social bookmarking in the future” (ANOVA, p<0.001 for both criteria). 37

39. Social Bookmark Button 38 DetailsNotes Registration Username, Email Address, Password Re-type Password and Terms and Conditions can exist for logic. Bookmark URL, Title, Description, Thumbnail URL, Title, and Description can be entered automatically. Comment This section can be an un- required entry. Feedback The Number Bookmarked, Bookmark Details, Top in Music (Same Topic Bookmarks), Related by Keyword Top in Music (Same Topic Bookmarks) and Related by Keyword can be made as links. Generally, a good social bookmark button requires low cognitive effort and offers a large amount of social feedback. The social feedback page should not too long, and some social feedback can be read after clicking related links.

40. Comments ?? 39

41. Reference Alexa. (2009a). Digg. Retrieved April 28, 2009, from http://alexa.com/siteinfo/digg.com Alexa. (2009b). Digg. Retrieved May 25, 2009, from http://alexa.com/siteinfo/digg.com Alexa. (2009c). Facebook. Retrieved May 25, 2009, from http://alexa.com/siteinfo/facebook.com+digg.com BBC. (2008). Rugby union on the BBC. Retrieved April 3, 2008, from http://news.bbc.co.uk/sport2/hi/rugby_union/4797831.stm BBC. (2009). Social Bookmarking Links. Retrieved June 12, 2009, from http://news.bbc.co.uk/2/hi/help/6915817.stm Burkard, J. (2009). Social Bookmarking / Sharing Buttons That Don’t Suck. Retrieved May 28, 2009, from http://johannburkard.de/blog/www/social-bookmarking-sharing-button.html Compete. (2009a). Digg.com. Retrieved May 25, 2009, from http://siteanalytics.compete.com/digg.com/ Compete. (2009b). Digg.com vs Facebook.com. Retrieved May 25, 2009, from http://siteanalytics.compete.com/digg.com+facebook.com/ 40

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44. Stanford, D. (2007). Criteria for Evaluating Social Bookmarking Tools. Retrieved April 9, 2008, from http://www.iddblog.org/?p=5 43