Personally Relevant Content

Based On Social Connections

Team

• M. Deniz OKTAR, BSc @ Koc University, Istanbul• Firat GELBAL, MSc @ TU/e, Eindhoven• Baris Can DAYLIK, BSc @ Koc University, Istanbul• Selcuk ATLI, MSc @ RPI, New York

Board of Advisors:• Prof. James Hendler, Professor in Computer Science @ RPI, TWC• Dr. Tarcan Kumkale, Assist. Prof. in Psychology @ Koc• Dr. Oznur Ozkasap, Assist. Prof. in Computer Science @ Koc

Problems

• No psychological or social aspect• Rapidly emerging online media content like

news feeds need special engine• Computation time• New user issue• Critical mass problem• Overspecialization• Explicit feedback

Value Proposition

• Wisdom of the Crowd vs. Circle of Trust• Social added value• 3-layered Hybrid Engine• Weighted social proximity graphs• Multiple social graphs for different interests• Implicit/explicit feedback

14 C

It rains heavilyin Eindhoven.

Firat says:

It rains heavilyin Eindhoven.vs

++

Individual Interests

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+

+

++

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++

+Politics

Technology

Music

Sports

Relevance = α Content +∙ β CF + ∙ θ ∙ SocialRelevance = α Content ∙ + β CF + ∙ θ ∙ Social

++

++

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++

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Network Interests

+ +

+++ +

+

Relevance = α Content ∙ + β CF + ∙ θ ∙ SocialRelevance = α Content +∙ β CF ∙ + θ ∙ Social

+

++

++

++

Circle of Trust Interests

+

+++ +

+

+

+

Relevance = α Content +∙ β CF ∙ + θ ∙ SocialRelevance = α Content +∙ β CF +∙ θ ∙ Social

+

+

+

++

++

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Interests’ Reconfiguration

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+++

Relevance = α Content +∙ β CF + ∙ θ ∙ Social

+

+

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Interests’ Reconfiguration

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+++

Sports Proximity

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+

++

+

+ +

Interests’ Reconfiguration

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+++

Politics Proximity

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+

+

Smarter Social Ads

Social Advertising: “If your friends have it, then you will have it”

•People are influenced by their friends

•iletken captures people that most influence their friends

•Opinion leaders are easy to find

Thanks

•Focus on developing the recommendation system.•Add value to your social network.

For more information: www.iletken-project.com

Questions?

• New User/Critical Mass Poblem• Social Capital• Importance of Trust• Why Different• Chinese Song Problem• Social Noise

Thanks

Critical Mass ProblemBACK

Solution: Hybrid Engine

Trust is ValueBACK

Social CapitalBACK

Why Different

• Social Added Value

• Live Social Graphs

BACK

14 C

It rains heavilyin Eindhoven.

Firat says:

It rains heavilyin Eindhoven.vs

live updates on social graphs

Chinese Song ProblemBACK

Time

Songs of American User Relevance Songs of Chinese User

Radiohead – Paranoid Android +++ Coldplay – X&Y

Oasis – Wonderwall ++ Blur – Coffee and TV

Greenday – Good Riddance +++ Foo Fighters – Big Me

... ...

Franz Ferdiand – Take me Out

Social Noise

• Iletken uses Social Noise instead of Random

BACK

Noise = Random(t);vs

Noise = Social Capital