Post on 18-Aug-2015
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
A Presenta*on from The Fes*val of NewMR – Main Stage
5 December 2012
Five steps from Big social data to Smart social data
All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit NewMR.org
Anita Prinzie Solutions-2
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Big Social Data From Big Data to Smart Data
Prinzie Anita
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
125,000 100,000 50,000
OR
150,000
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
48 hours 100,000 650,000 28,000
OR
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
http://datasift.com/stream/13991/mcdonalds#app1-preview
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
ORGANIC DATA DESIGNED DATA
Based on Bob Groves, former US Census director
CREATED TO GAIN SPECIFIC INSIGHTS DATA RICHNESS
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
BIG DATA SMART DATA ?
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Define business objective
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Brand perceptions Detecting crisis
Complaints & malfunctions
New product launch Consumer segments
Media campaign success
Based on Jasper Snyder Converseon
MONITORING LISTENING
Brand positioning
... ...
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Identify relevant data
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Who?
Which conversations?
How long?
LISTENING PURPOSE
RELEVANT DATA
MONITORING PURPOSE
BUSINESS OBJECTIVE
Which platforms?
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Who Fit with business objective
IPhone 5 UK launch success (Vision Critical) “Should we listen to FB conversations of people not wanting the IPhone 5?”
27 53
65
44
8 3
All Want IPhone 5
Negative
Neutral
Positive
Battery
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Profile on channel usage & engagement
15-24 25-34 35-54 55-99
Actively engaging on FB, Twitter, blogs?
Who & Which platforms
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Which conversations Find the most relevant ones
Dictionary of typical actions during different phases of the software adoption process
Focus groups with B2B customers
Scoring all Twitter/blog conversations on the software adoption phases.
B2B Software Adoption Journey
Software adoption journey-conversations
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
How long? Find relevant time window
Natural time window
‘Enough conversations’ time
window
New product launch: 90 days
before and after (Microsoft)
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Clean & Preprocess
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Clean and Preprocess
Keep emoticons and markup
for detecting crisis
Context specific normalization
and annotation (e.g. Convey
API)
Keep goal in mind
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Analyse with objective in mind
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Detecting crisis
Identifying complaints and malfunctions
Monitoring response to new product launch
Detecting gradations of negative and evolutions
Detecting gradations of negative
Detecting gradations of positive and negative
SENTIMENT ANALYSIS MONITORING PURPOSE
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Remedies
Cost-sensitive learning Undersampling of neutral class Use recall, precision and F1 measure to evaluate model
Correct 80%
7%
90%
3%
Positive Neutral Negative
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Validate results
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Validate social media results
The evolution of the Microsoft
software adoption index did
follow known success/failure
trends for past software
launches.
Denali
O365
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
SMART DATA
Define business objective
Identify relevant data
Clean & preprocess
Analyse with objective in mind
Validate results
BIG DATA
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
Q & A
Ray Poynter VCU
Anita Prinzie Solutions-2
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
risingquestions If you have any
Anita Prinzie anita@solutions2.be @AnitaPrinzie
Anita Prinzie, Solutions-2, Belgium Festival of NewMR 2012 - Main Stage - Session 3
References
¡ http://www.domo.com/blog/2012/06/how-much-data-is-created-every-minute/
¡ Snyder, J. (2012), Enriching Social Data for Market Research Converseon, New MR Webinar, Social Media Research, October 9th 2012.
¡ Woolmer, J. (2012), Is it real? Using conventional research to validate and quantify social media findings, Vision Critical, New MR Webinar, Social Media Research, October 9th 2012.