4.5.2 Partner pamwechete simba
Partnering kunogona kuderedza mari uye kuwedzera scale, asi angachinja mhando vechikamu marapiro, uye zvakaguma zvaitika kuti unogona kushandisa.
The pane kuita izvozvo pachako ari partnering nesangano ane simba akadai kambani, hurumende, kana NGO. Kunakisa uchishanda nomumwe ndechokuti vanogona ukwanise kumhanya kuedza kuti iwe chete havagoni kuita woga. Somuenzaniso, mumwe kuedza kuti ndichaparadzana kukuudza pamusoro apa zvaisanganisira mamiriyoni 61 vechikamu; hapana mutsvakurudzi munhu aigona kuzadzisa kuti pakafunuka. Panguva iyoyo kuti partnering kunowedzera zvaunogona kuita, uyewo, panguva imwe chete, constrains imi. Somuenzaniso, makambani akawanda haangatenderi kuti umhanye kumwe kuedza kuti aigona kukuvadza bhizimisi ravo kana ravo mukurumbira. Kushanda vadyidzani kunorevawo kuti kana totaura nguva kubudisa, unogona kuuya pasi kufurirwa kuti 'apiwa puranga "enyu zvabuda, uye vamwe vakaroorana kuti kunyange kuedza kuvhara bhuku rako kana zvinoita kuti kutarisa zvakaipa. Pakupedzisira, partnering kwasvikawo pamwe mari chokuita kubudirira uye kuramba collaborations izvi.
Chinoumba dambudziko zvinofanira kugadziriswa kuti kudyidzana izvi hubudirire vashayiwa nzira yokufudza zvinofarirwa yavose vaviri, uye nzira zvinobatsira kufunga nezvazvo kuti Nechiyero chinonyengedzera Pasteur raJehovha Quadrant (Stokes 1997) . Vanotsvakurudza Vakawanda vanofunga kuti kana vari kushanda chinhu anobatsira-chinhu kuti kuti kuva nehanya nomumwe-zvino haagoni kuita sayenzi yechokwadi. Mindset Izvi zvichaita kuti zvakaoma chaizvo kuti kusika vanobudirira kudyidzana, uye zvangoitikawo kuti kururama zvachose. Dambudziko chete nzira iyi mafungiro inoshamisa nezvakaitwa nzira-nokuputsa kutsvakurudzawo zvipenyu Louis Pasteur. Pandaishanda pane wezvokutengeserana chinovira chirongwa kutendeutsa bhiti muto kupinda doro, Pasteur akawana boka idzva microorganism kuti pakupedzisira zvakatungamirira utachiona Pfungwa chirwere. Izvi zvakawanikwa akagadzirisa inoshanda chaizvo dambudziko-izvozvo zvakabatsira kuvandudza chirongwa chinovira-uye kutungamirira kuti kufambira mberi zvikuru nesayenzi. Saka, pane kufunga tsvakurudzo anobatsira mafomu sevari zvaipesana tsvakurudzo kwechokwadi nesayenzi, zviri nani kufunga izvi sezvo vaviri vakaparadzana miganhu. Research inogona kukurudzirwa nokushandisa (kana kwete) nokutsvakurudza anogona kutsvaka inokosha kunzwisisa (kana kwete). Achitsoropodza, vamwe Pasteur's-kunogona tsvakurudzo-kufanana kukurudzirwa kushandisa uye kutsvaka dzinokosha kunzwisisa (Figure 4.16). Research muna Pasteur raMwari Quadrant-tsvakurudzo kuti takaberekwa kufambira mberi mbiri zvinangwa-ndiyo yakanaka collaborations pakati nevatsvakurudzi uye ishamwari. Sezvo mamiriro, Ndichaenda kutsanangura zvidzidzo zviviri experimental pamwe kudyidzana: mumwe neboka rimwe chete ane NGO.
Figure 4.16: Pasteur kuti Quadrant (yakavakirwa Fig 3.5 kubva Stokes (1997) ). Pane kufunga kutsvakurudza se kana "zvinokosha" kana "hwaishanda" zviri nani kufunga kutsvakurudza sezvo kukurudzirwa nokushandisa (kana kwete) uye kutsvaka kunzwisisa dzinokosha (kana kwete). Muenzaniso kutsvakurudza kuti kunobva pakushandisa uye anotsvaka kunzwisisa inokosha ndeyokuti Pasteur basa iri rokutendeutsa bhiti muto kupinda doro izvo kutungamirira utachiona Pfungwa chirwere. Iri ndiro basa riri yakanakisisa akakodzera kuti kudyidzana pamwe simba. Mienzaniso basa anokurudzirwa nokushandisa asi kuti haatsvaki inokosha kunzwisisa zvinobva Thomas Edison, uye mienzaniso basa asina chakakurudzira nokushandisa asi inotsvaka nokunzwisisa zvinobva Niels Bohr. Ona Stokes (1997) kuti kwokukurukurwa framework ichi uye neimwe nyaya idzi.
Makambani makuru, zvikurukuru Tech makambani, taumba chinopa yakagozha kwezvivako ambotiza kuedza kunzwisisa. Munguva Tech indasitiri, kuedza aya anowanzonzi A / B kuongorora (nokuti kuidza kubudirira kurapwa zviviri: A uye B). kuedza ava kakawanda kumhanya zvinhu zvakafanana kuwedzera tinya-kuburikidza prices pamusoro achigadzira, asi chete experimental kwezvivako anogonawo kushandiswa pakutsvakurudza kuti kufambira mberi kunzwisisa zvesayenzi. Muenzaniso unoratidza zvingakwanisa kutsvakurudza mhando iri ongororo yakaitwa kudyidzana pakati vaongorori pana Facebook uye University of California, San Diego, pamusoro zvinokonzerwa mashoko akasiyana pamusoro voter turnout (Bond et al. 2012) .
Musi waNovember 2, 2010-zuva US Congress musarudzo-zvose vanoshandisa Facebook mamiriyoni 61 vanogara US uye anopfuura 18 akatora mugove kuedza pamusoro kuvhota. Paakashanyira Facebook, vanoshandisa vakanga randomly basa kupinda rimwe nhatu mapoka, izvo vakatsunga chii mureza (kana) yakaiswa pamusoro kwavo News Feed (Figure 4.17):
- rimwe kudzora boka.
- ane informational mashoko pamusoro voting ane clickable "Ini Voted" bhatani uye pakaunda (Info).
- ane informational mashoko pamusoro voting ane clickable "Ini Voted" bhatani uye pakaunda + nemazita uye mifananidzo neshamwari dzavo akanga atova rarira ari "Ini Voted" (Info + magariro).
Bond uye nevamwe vakadzidza zvaitika huru mbiri: akashuma voting maitiro uye zvomene kuvhota maitiro. Chokutanga, havana kuwana kuti vanhu vari muboka Info + munzanga vanenge 2 muzana pfungwa kazhinji pane vanhu vari Info boka kutinya "Ini Voted" (anenge 20% Vs 18%). Uyezve, pashure vaongorori zvibatanidzwe mashoko avo pachena iripo dzokuvhota zvinyorwa vanhu vanenge mamiriyoni 6 ivo vakawana kuti vanhu vari Info + magariro boka vaiva 0.39 muzana pfungwa vangangokuremekedza chaizvoizvo kuvhota pane vanhu vari kudzora ezvinhu uye kuti vanhu vari Info boka sezvo zvichida kuvhota sezvo vanhu vari kudzora mamiriro (Figure 4.17).
Figure 4.17: Zvabuda kubva zvokukurumidza panze-the-voting kuedza musi Facebook (Bond et al. 2012) . Vakwikwidzi vari Info boka akavhotera panguva pamwero zvakafanana vanhu vari kudzora ezvinhu, asi vanhu vari Info + munzanga boka akavhotera ari zvishoma pangozi. Bars achimiririra zvinofungidzirwa 95% chivimbo zvikamu. Results vari girafu anosanganisira vanenge mamiriyoni 6 vatori vechikamu uyo Vanotsvakurudza aigona kuenzana kuti kuvhota zvinyorwa.
kuedza Izvi zvinoratidza kuti vamwe paIndaneti zvokukurumidza panze-the-sarudzo mashoko ndivo vanobudirira pane vamwe, uye izvozvo zvinoratidza kuti nevatsvakurudzi yera kubudirira kurapwa kunogona pakuti vanodzidza akashuma kana maitiro chaiyo. kuedza ichi zvinosuruvarisa haasi kupa chero kutibatsira pamusoro nzira iyo evanhu mashoko-izvo vamwe vatsvakurudzi playfully kunzi "chiso murwi" -increased kuvhota. Zvingava kuti evanhu mashoko yakawedzera mukana kuti munhu akacherechedza nomureza kana kuti chakatowedzera mukana kuti munhu akacherechedza nomureza chaizvoizvo akavhotera kana vaviri. Saka, kuedza ichi chinotipa mukana anonakidza Kuwana kuti mamwe mutsvakurudzi vangangozova kundoongorora (ona semuenzaniso, Bakshy, Eckles, et al. (2012) ).
Kuwedzera mberi kuzvinangwa vaongorori, kuedza ichi zvakare mberi chinangwa naye sangano (Facebook). Kana kushandura maitiro vadzidza kuvhota kutenga sipo, ipapo unogona kuona kuti kudzidza ane chaiwo mamiriro chakafanana ive kuedza kuyera mugumisiro paIndaneti Kushambadzira (ona semuenzaniso, Lewis and Rao (2015) ). Izvi zvidzidzo AD zvinobudirira kakawanda kuyera mugumisiro yokuwana paIndaneti Kushambadzira-kurapwa vari Bond et al. (2012) ndezvaJosephus achigadzira dzokuvhota-pasi offline NO maitiro. Saka, kuongorora ichi aigona mberi kugona Facebook kuti kudzidza kubudirira paIndaneti Kushambadzira uye aigona kubatsira Facebook vabvume zvinogona vanoshambadzira kuti Facebook shambadzo dzinobudirira.
Kunyange zvazvo zvido vaongorori uye ishamwari dzaiwanzova dzichienderana muchidzidzo ichi, vakanga aoma vari makakatanwa. Kunyanya, hurumende ichiisa vechikamu zvitatu ezvinhu kuzvidzora, info, uye Info + zvemagariro akanga zvikuru imbalanced: 98% dzokuenzanisira akanzi Info + nemagariro. Uyu yavaive imbalanced ndiye va neudhadha statistically, uye iri nani zvikuru yavaive nokuda vaongorori vangadai kunge 1/3 pakati vechikamu nerimwe boka. Asi, imbalanced yavaive chakaitika nokuti Facebook aida munhu wose kugamuchira Info + magariro kurapwa. Sezvineiwo, vaongorori chokwadi kuti vazeze 1% nokuda kufanana kurapwa uye 1% yevanhu vechikamu kuti kudzora boka. Pasina kudzora boka zvaizova rinonyanya zvisingabviri kuyera kubata Info + pasocial kurapwa kuti nokuti zvaizova ari "perturb uye kuchengeta" kuedza pane randomized inodzorwa chiedzwa. Muenzaniso uyu rinopa mazano chidzidzo chinokosha kushanda vamwe: dzimwe nguva imi pave kuedza kuburikidza hunogutsa munhu vazopa kurapwa uye dzimwe nguva imi pave kuedza kuburikidza hunogutsa munhu arege vazopa kurapwa (kureva, kuti pave kudzora boka).
Kudyidzana Hazviwanzovi vanofanira anosanganisira Tech makambani uye A / B miedzo nemamiriyoni vechikamu. Somuenzaniso, Alexander Coppock, Andrew kudaro, uye John Ternovski (2016) partnered ane zvakatipoteredza NGO (League Minimun vanovhota) kumhanya kuedza tichizviedza nzira dzakasiyana kutsigira munzanga kuunganidza. Vaongorori vaishandisa Twitter nhoroondo NGO kuti atumire zvose paruzhinji Tweets uye pasiri zvakananga mashoko akaedza mutungamiriri mhando dzakasiyana-siyana tisazivikanwe. Vaongorori ipapo akayera iyo remashoko aya aiva inonyatsoshanda kuti kukurudzira vanhu kuti vasaine chikumbiro uye pamusoro chikumbiro retweets ruzivo.
| musoro | Citation |
|---|---|
| Zvinovapo Facebook News Feed mashoko kugoverana | Bakshy, Rosenn, et al. (2012) |
| Mugumisiro Mienzaniso kusazivana pamusoro maitiro ari paIndaneti kufambidzana Website | Bapna et al. (2016) |
| Zvinovapo Home Energy mishumo magetsi kushandiswa | Allcott (2011) ; Allcott and Rogers (2014) ; Allcott (2015) ; Costa and Kahn (2013) ; Ayres, Raseman, and Shih (2013) |
| Mugumisiro App magadzirirwo pamusoro kutapukirwa kupararira | Aral and Walker (2011) |
| Zvazvakaita yokuparadzira mashandiro pamusoro diffusion | Taylor, Bakshy, and Aral (2013) |
| Zvinovapo evanhu mashoko okushambadza | Bakshy, Eckles, et al. (2012) |
| Mugumisiro katarogu kakawanda pamusoro rokutengesa kuburikidza katarogu uye online mhando akasiyana vatengi | Simester et al. (2009) |
| Mugumisiro kukurumbira mashoko pamusoro zvinogona basa zvikumbiro | Gee (2015) |
| Zvazvakaita kwokutanga ratings pamusoro kukurumbira | Muchnik, Aral, and Taylor (2013) |
| Zvazvakaita mashoko tigutsikane enyika kuunganidza | Coppock, Guess, and Ternovski (2016) |
Yose zvayo, partnering pamwe simba inoita kwamuri anoshanda chikero zvikaoma Kusaita, uye Table 4.3 rinopa mamwe mienzaniso kudyidzana pakati nevatsvakurudzi nemasangano. Partnering inogona nyore pane kuvaka kwako chiedzwa. Asi, mikana ava kuuya payakaipira: kudyidzana vanogona kutirambidza mhando vechikamu marapiro, uye zvakaguma zvaitika kuti unogona kudzidza. Uyezve, kudyidzana izvi zvinogona kutungamirira matambudziko zvetsika. Nzira yakanakisisa kusvibisa mukana kudyidzana ndiko kuona dambudziko chairo kuti unogona kugadzirisa apo muri kuita sayenzi anonakidza. Kana usina kushandiswa nenzira iyi kutarisa nyika, zvingava zvakaoma kuti kusvibisa zvinetso Pasteur raMwari Quadrant, asi tsika, unenge kutanga kuona navo zvakanyanya.
