design principles for online collective intelligence
TRANSCRIPT
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A Little Background
● “In the last two decades, we have seen our planet become smaller and "flatter". In the next two, we will see it become smarter.”
– Brandon Riley, Chief Executive, IBM UK
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Collective Intelligence
● “shared or group intelligence that emerges from the collaboration and competition of many individuals” -- Wikipedia
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Examples● Flickr● Netflix● Hunch● Github● Quora● Asana● Wikipedia● Freebase● Google Earth● ….
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What are the basic building blocks?
● Participating Agents○ can include humans and even machines○ Agents can have different roles
● Knowledge Artifacts○ Anything which can be shared and embodies information
about something● Repository of knowledge
○ Hosts knowledge artifacts○ Can be centralized or distributed
● Collaboration Mechanism○ Defines how artifacts are addressed, created, updated,
searched, & shared
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Human/Machine Cooperation
● Humans○ source of knowledge○ interests & passions○ pose problems
● Machines○ memory & recall○ enhance & learn○ suggest & infer
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Design Goal
● “The grand challenge is to boost the collective IQ of organizations and of society”
– Douglas Engelbart, 1963
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Collective IQ
● Ranking● Recommendations● Organizing● Prediction● Inference● …
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CI Design Principles
● Techniques for maximizing collective IQ○ Requires way of directly/indirectly measuring
the collective IQ of the system● Used to evaluate competing design
alternatives
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Openness
● Membership○ Who is allowed to join?○ What credentials are required?
● Member Privileges○ Who can Read/Write/Modify what?
● Design Tradeoffs○ Maximize Participation vs Ensure Privacy
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Communication -> Communities● How do agents interact with other
agents?○ Anyone to anyone (Email, etc.)○ Friends (Facebook, MySpace, IM, …)○ Followers (RSS, Twitter, …)○ Groups (Usenet, Google Groups, …)
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Knowledge Synthesis
● How is knowledge created?○ Message Exchange (Email, IRC, Yahoo Answers …)○ Potluck (YouTube, Flickr, …)○ Online collaboration (Wikipedia, Google Docs, …)○ Referrals (WWW, Yelp, LinkedIn, …)○ Enrichment (PageRank, Netflix, …)
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Searchability
● How are things found?○ By address (Email, WWW, …)○ By person (Facebook, MySpace, …)○ By document Name (Wikipedia, …)○ By keyword/Tag (Google, Del.icio.us, …)
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Strong Learnability
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Fostering Evolution
● How do we encourage evolution of Collective IQ?
○ Create network effects○ Flexibility to tinker ○ Decoupling of services○ Open platforms○ Power tools○ Make it fun!
● Example: Evolution of ‘retweet’ in Twitter
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How Does Nature Do It?
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Exercise
● How would you compare the following sites using these principles?
○ Twitter vs IRC○ Facebook vs IM○ Wikipedia vs Google Docs
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Still In The Early Days
● Primarily still on low end of the stack○ Ranking○ Recommendations○ Sharing
● Need to move up the stack○ Move offline local knowledge of agents online○ Allow for synthesis of new knowledge
■ Move beyond simple documents and images○ Allow amateurs to participate
● Examples ○ Allow amateurs to participate in grand challenge
science problems by divide and conquer○ Allow anyone to participate in creation of Stanford
quality educational programs
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Q&A
● Questions?