Framing the conversation

Framing the Conversation
The Role of Facebook Conversations in Shopping for Eyeglasses
Karim Said
ksaid1@umbc.edu

Michele Williams
mawilliams@umbc.edu

Amy Hurst
Shaun Kane
amyhurst@umbc.edu skane@umbc.edu

The Warby Parker
Home Try-On
Framing the Conversation. Said, K., Williams, M., Hurst, A., Kane, S.

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Finch
Grenadine

Marva
Cobalt Leaf

Holcomb
Oak Barrel

Ainsworth
Elderberry

Winston
Lunar Fade


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4 people like this.
We're loving Baxter on you!
3 people like this.
Top left!
2 people like this.
Thanks girlie!
2 people like this.
<3 the bottom right!!! Where can I
get some of these?!

I can’t decide!!!


Thanks! Go to warbyparker.com.
$95! Just need your prescription.

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Data + Methods


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Python

Graph API

SQLite


Image Files

Excel

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4,373 Users!
~3 Years!
2,632 Photos!
6,234 Comments!
1,588 Likes

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Photos

Selﬁes
Collages

Simple Votes
Word Count

Long Read
Question

All Posts

Comments

Intent
Advice

Engagement

Critical
Complimentary
Hours
Days

“Likes”


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Posts Over Time

1800"

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0"

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Posts x Time of Day

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Participant Local Time

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Length of Community Engagement

90"
80"

Participants

70"
60"
50"
40"
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20"
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12" 16" 20" 24" 28" 32" 36"

40" 44" 48" 52" 56" 60" 64" 68"

72" 76" 80" 84" 88" 92" 96" 100"

Hours

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Photo Posts


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33%

62%
The gender
distribution of
contributors was
statistically
signiﬁcant.

p < 10-5


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10%


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Comments + Likes


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Commenter Distribution

Warby Parker!
2020
Everyone Else!
4214


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“Oh man, really tough
decision! Both are deﬁnitely a
unique look for you. For
something a bit less
traditional, we say hit up the
Preston. If you are looking to
make a statement through
size, then go with the
Winston. Thanks for sharing!”


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Comment Categories

Other!
318
"Thanks!"!
1331


Advice!
2564

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Comment Length (Words)

900"

“Japhy all the way!
I think the frame
ﬁts your face
really nicely.”

800"
700"
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10" 11" 12" 13" 14" 15" 16" 17" 18" 19" 20" 21" 22" 23" 24" 25"


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“Thank you! Those were my top
two choices :) The only thing I am
torn about now is I think I prefer
the Percey more but the Sinclair
feel tighter which I like because my
face is pretty narrow and glasses
normally just slide right off. Could
the Percey one's be a little
stretched out from multiple people
trying them on possibly? I'd get the
Percey over Sinclair if there is a
chance that the actual ones I
would get would feel a little tighter
than this demo pair.”


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Comment Length (Words)

900"

“I vote
Tenleys!”

800"
700"

~

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100"
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Discussion


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7 people like this.
The Prestons look amazing!
2 people like this.
So great!
2 people like this.
I like the other ones better,
but these are lovely too.
Go for it! These are amazing!
1 person likes this.

What do you think?!!?11?!


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Networks of close social ties are “useful tool[s] for
collecting explicit information about [individuals’]
preferences and interests that may be difﬁcult to obtain
otherwise”.
Bernstein, 2010

Networks of distant social ties act “not only as a medium
for sharing technical knowledge, but as a place where one
can seek advice, gather opinions, and satisfy one’s
curiosity about a countless number of things”.
Adamic, 2008


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Users of group-shopping sites do not use those sites “ﬁrst
and for most to ﬁnd ‘deals.’ Instead, [these sites] are used
for […] extending and building friendships, and
constructing one’s social identity”.
Hillman, 2013


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Design Implications


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“I love how Warby Parker has
created this online family;
we're all offering sexy and
stylish advice whenever
someone posts a pic!”

“When you're here on our Facebook
wall, you're family. (This post was
inspired by the Olive Garden, which
is lovely, by the way.) <-- Part of this
post was also inspired by the movie
Old School.”

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Future Work


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4,373 Users

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Framing the Conversation
The Role of Facebook Conversations in Shopping for Eyeglasses
Karim Said
ksaid1@umbc.edu

Michele Williams
mawilliams@umbc.edu

Amy Hurst
Shaun Kane
amyhurst@umbc.edu skane@umbc.edu

?!…

Framing the conversation

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Framing the conversation