Post on 30-Dec-2015
description
Monetizing User Activity on Social Networks - Challenges and Experiences
Meena Nagarajan, Amit P. Sheth KNO.E.SIS Center
Wright State University
M. Nagarajan, K. Baid, A. P. Sheth, and S. Wang, "Monetizing User Activity on Social Networks - Challenges and Experiences“, 2009 IEEE/WIC/ACM
International Conference on Web Intelligence, Milan, Italy
Targeted Content Delivery
On social networks
Use case for this talk Targeted content = content-based
advertisements Target = user profiles
Content-based advertisements CBAs Well-known monetization model for online
content
Today - Content-based Ads
May 30,June 02 2009
Today - Ads on Profiles
June 01, 2009
What is going on here..
Interests do not translate to purchase intents Interests are often outdated.. Intents are rarely stated on a profile..
Cases that work New store openings, sales Highly demographic-targeted ads
Intents in User Activity Elsewhere
June 01, 2009
Content Ads Outside Profiles
June 01, 2009
CONTENT-BASED ADS
ON THEIR PROFILES
Targeted Content-based Advertizing
Non-trivial Non-policed content▪ Brand image, Unfavorable sentiments1
People are there to network▪ User attention to ads is not guaranteed
Informal, casual nature of content▪ People are sharing experiences and events▪ Main message overloaded with off topic content
I NEED HELP WITH SONY VEGAS PRO 8!! Ugh and i have a video project due tomorrow for merrill lynch :(( all i need to do is simple: Extract several scenes from a clip, insert captions, transitions and thats it. really. omgg i cant figure out anything!! help!! and i got food poisoning from eggs. its not fun. Pleasssse, help? :(
1Learning from Multi-topic Web Documents for Contextual Advertisement, Zhang, Y., Surendran, A. C., Platt, J. C., and Narasimhan, M. , KDD 2008
What How Why People Write
Cultural Entities
Word Usages in self-presentation
Slang sentiments
Intentions
WHAT
WHY
HOW
Work and Preliminary Results in…
Identifying intents behind user posts on social networks Content with monetization potential
Identifying keywords for advertizing in user-generated content Interpersonal communication & off-topic
chatter
Investigations
User studies Hard to compare activity based ads to s.o.t.a Impressions to Clickthroughs
How well are we able to identify monetizable posts How targeted are ads generated using our
keywords vs. entire user generated content
Intentions Behind ContentIdentification, Evaluation
Identifying Monetizable Intents Scribe Intent not same as Web Search Intent1
People write sentences, not keywords or phrases
Presence of a keyword does not imply navigational / transactional intents ‘am thinking of getting X’ (transactional) ‘i like my new X’ (information sharing) ‘what do you think about X’ (information
seeking)1B. J. Jansen, D. L. Booth, and A. Spink, “Determining the informational, navigational, and transactional intent of web
queries,” Inf. Process. Manage., vol. 44, no. 3, 2008.
From X to Action Patterns
Action patterns surrounding an entity
How questions are asked and not topic words that indicate what the question is about
“where can I find a chotto psp cam” User post also has an entity
Conceptual Overview Bootstrapping to learn IS patterns
Set of user posts from SNSs
Not annotated for presence or absence of any intent
Bootstrapping to learn IS patterns
Generate a universal set of n-gram patterns; freq > f
S = set of all 4-grams; freq > 3
Generate set of candidate patterns from seed words
(why,when,where,how,what)
Sc = all 4-grams in S that extract seed words
Bootstrapping to learn IS patterns
User picks 10 seed patterns from Sc
Sis = ‘does anyone know how’, ‘where do i find’, ‘someone tell
me where’….
Bootstrapping to learn IS patterns
Bootstrapping to learn IS patterns
Gradually expand Sis by adding Information Seeking patterns
from Sc
Sc = all 4-grams in S that extract seed
words
Sis = ‘does anyone know how’, ‘where do i find’, ‘someone tell
me where’….
Bootstrapping to learn IS patterns
For every pis in Sis generate set of filler patterns
Sis = ‘does anyone know how’, ‘where do i find’, ‘someone tell
me where’….
Bootstrapping to learn IS patterns
‘.* anyone know how’
‘does .* know how’
‘does anyone .* how’ ‘does anyone know .*’
Look for patterns in Sc
-Functional compatibility of filler- words used in similar semantic contexts
- Empirical support for filler
‘does anyone know how’
Expanding the Pattern Pool Functional properties / communicative
functions of words
From a subset of LIWC1
cognitive mechanical (e.g., if, whether, wondering, find) ▪ ‘I am thinking about getting X’
adverbs (e.g., how, somehow, where) impersonal pronouns (e.g., someone,
anybody, whichever)▪ ‘Someone tell me where can I find X’
1Linguistic Inquiry Word Count,LIWC, http://liwc.net
Extracting and Scoring Patterns Sc = {‘does anyone know how’, ‘where do I find’, ‘someone
tell me where’}
pis = `does anyone know how’
‘does * know how’ ‘does someone know how’▪ Functional Compatibility - Impersonal pronouns▪ Empirical Support – 1/3
‘does somebody know how’▪ Functional Compatibility - Impersonal pronouns▪ Empirical Support – 0▪ Pattern Retained
‘does john know how’▪ Pattern discarded
Details in paper for..
Over iterations, single-word substitutions, functional usage and empirical support conservatively expands Sis
Infusing new patterns and seed words
Stopping conditions
Sample Extracted Patterns
does anyone know how
anyone know how to
i dont know what
know where i can
tell me how to
i dont know how
anyone know where i
does anyone know where
does anyone know what
anybody know how to
anyone know how i
im not sure what
does anybody know how
does anyone know why
i was wondering how
does anyone know when
tell me what to
im not sure how
i was wondering what
no idea how to
someone tell me how
have no clue what
does anyone know if
i dont know if
know if i can
anyone know if i
im not sure if
i was wondering if
idea what you are
let me know how
and i dont know
now i dont know
but i dont really
was wondering if someone
would like to see
see what i can
anyone have any idea
wondering if someone could
was wondering how i
i do not want
Identifying Monetizable Posts Information Seeking patterns generated
offline
Information seeking intent score of a post Extract and compare patterns in posts with
extracted patterns Transactional intent score of a post▪ LIWC ‘Money’ dictionary ▪ 173 words and word forms indicative of transactions, e.g.,
trade, deal, buy, sell, worth, price etc.
Benchmarking – F8 Marketplace
Training corpus 8000 user posts▪ MySpace Computers, Electronics, Gadgets
forum 309 unique new patterns, 263
unambiguous
Testing patterns for recall ‘To buy’ Marketplace – average 81 %
Identifying KeywordsOff-topic noise elimination
Identifying keywords in monetizable posts Plethora of work in this space
Off-topic noise removal is our focus
Keywords for Advertizing
I NEED HELP WITH SONY VEGAS PRO 8!! Ugh and i have a video project due tomorrow for merrill lynch :(( all i need to do is simple: Extract several scenes from a clip, insert captions, transitions and thats it. really. omgg i cant figure out anything!! help!! and i got food poisoning from eggs. its not fun. Pleasssse, help? :(
Conceptual Overview
Topical hints C1 - ['camcorder']
Keywords in post C2 - ['electronics forum', 'hd', 'camcorder',
'somethin', 'ive', 'canon', 'little camera', 'canon hv20', 'cameras', 'offtopic']
Move strongly related keywords from C2 to C1 one-by-one Relatedness determined using information gain Using the Web as a corpus, domain independent
Off-topic Chatter
C1 - ['camcorder'] C2 - ['electronics forum', 'hd',
'camcorder', 'somethin', 'ive', 'canon', 'little camera', 'canon hv20', 'cameras', 'offtopic']
Informative words ['camcorder', 'canon hv20', 'little camera', 'hd',
'cameras', 'canon']
EvaluationsPreliminary work
Evaluations - User Study
Keywords from 60 monetizable user posts Monetizable intent, at least 3 keywords in content 45 MySpace Forums, 15 Facebook Marketplace,
30 graduate students 10 sets of 6 posts each Each set evaluated by 3 randomly selected users
Monetizable intents? All 60 posts voted as unambiguously information
seeking in intent
1. Effectiveness of using topical keywords
Google AdSense ads for user post vs. extracted topical keywords
Choose relevant Ad Impressions
VW 6 disc CD changer I need one thats compatible with a
2000 golf most are sold from years 1998-2004if anyone has one [or can get one] PLEASE let me know!
Instructions – User Study
Result - 2X Relevant Impressions
Users picked ads relevant to the post At least 50% inter-evaluator agreement
For the 60 posts Total of 144 ad impressions 17% of ads picked as relevant
For the topical keywords Total of 162 ad impressions 40% of ads picked as relevant
2. Profile Ads vs. Activity Ads
User’s profile information Interests, hobbies, tv shows.. Non-demographic information
Submit a post Looking to buy and why (induced noise)
Ads that generate interest, captured attention
Result - 8X Generated Interest Using profile ads
Total of 56 ad impressions 7% of ads generated interest
Using authored posts Total of 56 ad impressions 43% of ads generated interest
Using topical keywords from authored posts Total of 59 ad impressions 59% of ads generated interest
To note…
User studies small and preliminary, clearly suggest Monetization potential in user activity Improvement for Ad programs in terms of
relevant impressions
Evaluations based on forum, marketplace Verbose content Status updates, notes, community and event
memberships… One size may not fit all
To note…
A world between relevant impressions and clickthroughs Objectionable content, vocabulary
impedance, Ad placement, network behavior In a pipeline of other community efforts
No profile information taken into account Cannot custom send information to Google
AdSense
Assets from MSR – What would we like…
Keywords to Ad Impressions Google Adsense like web service
Monetization potential of a keyword on the Web not the same on a social n/w? Ranking keywords in user post
We are building an F8 app Collaboration for clickthrough data
Thank you
Google/Bing: Meena Nagarajan meena@knoesis.org http://knoesis.wright.edu/students/meen
a/
Google/Bing: Amit Sheth amit@knoesis.org http://knoesis.wright.edu/amit