Jure Leskovec

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1 Jure Leskovec Including joint work with A. Anderson, D. Huttenlocher, C. Danescu- Niculesci- Mizil, D. Jurafsky, J. Kleinberg, S. Myers, C. Potts, D. Shahaf

2

3 Rich & dynamic interactions between users and the content.

4 Large scale. Billions of users.

5 Massive digital traces of human activity.

6 The Web is our laboratory for understanding the pulse of humanity.

7 Science advances when invisible becomes visible

8 Can we recognize fundamental patterns of human behavior from raw digital traces?

9 Model as an interaction network

10 1) New branch of mathematics: CS theory and graph theory 2) New algorithms: Data mining and machine learning 3) New computing platforms: Large- scale distribute data processing

11 How do people become members of communities?

12 Language builds collective identity Linguistic change captures the relation between a member and the community

13 Innovations come from adolescent (age 16-19) women Why? Biological critical period? Teenage rebellion? Stability (freezing) in language of older speakers Why? Biology? Are adults really stable?

14 Follow people with microphones for 50 years. Or, get the complete linguistic record (10 years) of an online community: Clear copper colored brew, medium cream colored head. Floral hop nose, caramel malt. Caramel malt front dominated by a nice floral hop background. Grapefruit tones. Very tasty hops run the show with this brew. Thin to medium mouth. Not a bad choice if you're looking for a nice hop treat. I had a cluster of microcalcifications in my rt breast that they have been following. Went in to have a wire loc because the radiologist said that a stereotatic wasn't possible. We'll the radiologist was unable to wire loc (didn't even try the day of surgery), b/c they are faint and difficult to obtain. So I've been having 6 month f/u mammo and MRIs. BREASTCANCER.ORG

15 14% Convention usage 12% 10% 8% 6% 4% 2% 'Aroma' convention 'Smell' convention 0% Year

16 Convention usage 14% 12% 10% 8% 6% 4% 2% 0% 'Smell' convention 'Aroma' convention 'Smell' convention 'Aroma' convention Year Users who joined in 2003 Users who joined in 2005 Year

17 Individual: Community: life stage

18 Increased identification with the community

19 Fruit words (peach, pineapple, berry, ) are getting ever more popular

20 Member Community language User Life- stage Time

21 Member Community language Member Life- stage Time

22 Member Community language Member Life- stage Time

23 Member Community language Member Life- stage Time

24 Member Community language? Member Life- stage Time

25 Before leaving, users stop adapting User Community language Time

26 Language distance from the community Short- lived users Mid- lived users Long- lived users Time (number of reviews) Given the first 20 posts, we can predict whether the user is about to leave the community

27 How to steer human behavior?

28 People work amazingly hard to earn badges

29 Give me enough medals and I ll win you any war. Napoleon

30 Badges play multiple roles: Recognize a wide range of types of activities Serve both as credentials and create incentives

31 How do badges translate into effects on user behavior? Need lots of data to tease out the effects and build a mathematical model Badges on Stack Overflow Q&A site: 2M people 5M questions 10M votes

32 Number of actions of type A2 Preferred behavior Actual behavior Badge Number of actions of type A1 2 parts to the model: User gains value from obtaining a badge But it hurts user to change behavior

33 Number of actions of type A2 Number of actions of type A1

34 Badge on A1 User steers in badge direction as she approaches it; then resets after receiving it

35 Vote on 600 questions

36 Question: How should you place badges to achieve desired effects? Our method can find optimal badges: Change in behavior Badge position

37 A class of 110,000 students

38 Badges for motivating forum contributions

39 3 runs of a course: No badges Badges Badges lead to increased engagement: Reading and voting but not posting

40 Observations: Data analysis Ac#vely influencing the system Models: Predictions Algorithms: Applications Massive data: Observe invisible patterns

41

42 A. Anderson, D. Hu1enlocher, J. Kleinberg, J. Leskovec. Steering User Behavior With Badges. ACM InternaFonal Conference on World Wide Web (WWW), h1p://cs.stanford.edu/people/jure/pubs/badges- www13.pdf C. Danescu- Niculescu- Mizil, R. West, D. Jurafsky, J. Leskovec, C. Po1s. No Country for Old Members: User lifecycle and linguisfc change in online communifes. ACM InternaFonal Conference on World Wide Web (WWW), h1p://cs.stanford.edu/people/jure/pubs/language- www13.pdf

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