Identifying online malicious content

cognoto.com

The Big Problem

Have you ever read a New York Times article and then looked at the comment section in the hopes of finding a thought-provoking discussion only to be let down by the hundreds of posts of profanity laced with rants and personal attacks?

The Big Problem

1. The web has become flooded with destructive posts that ruin the user experience

2. Companies have to employ moderators either in house or outsourced to prescreen User Generated Content (UCG) like comments

Scientific American July 25th, 2012These days, online comments "are extraordinarily aggressive, without resolving anything," said Art Markman, a professor of psychology at the University of Texas at Austin….

“Media outlets should cut down on the anger and hatred that have become the norm in reader exchanges.”

"If on a website comments are left up that are making personal attacks in the nastiest way, you're sending the message that this is acceptable human behavior."

http://www.scientificamerican.com/article.cfm?id=why-is-everyone-on-the-internet-so-angry

BBC Sept. 14, 2011

“Trolling is a phenomenon that has swept across websites in recent years. Online forums, Facebook pages and newspaper comment forms are bombarded with insults, provocations or threats.”

“The answer is for newspaper websites and online forums to employ sufficient moderators to prevent the comments spiraling into petty vendettas”

www.bbc.co.uk/news/magazine-14898564

Online Community

BrandParticipants in the

Community

Observers Other Stakeholders in the Community

Toxic Post

Future Participants Advertisers

Partners

ReputationUsers

Content Creators

Media

Authority

The Moderation Market

Some companies, including The New York Times and Huffington Post, still moderate their own websites, but the costs of employing full-time moderators can add up.

Often, a brand will simply abandon control of their comments; Npr.org hired ICUC last year to manage all its commenting.

www.businessweek.com/magazine/comment-moderator-the-dirtiest-job-on-the-internet-12012011.html#p2

The Moderation Market

Moderation outsourcing services will continue to grow, predicts Jeremiah Owyang, an analyst specializing in online customer service with the Altimeter Group.

Community Management firms charge clients up to $50k per month for moderation services

Individual Moderators can earn $40k-$80k per year

www.businessweek.com/magazine/comment-moderator-the-dirtiest-job-on-the-internet-12012011.html#p2

The Solution

To help communities more efficiently manage user generated content through a customizable service that analyzes word and phrase patterns. (Semantic Analysis)

Ability to place UGC into categories and can provide a score of how confident the engine is of that placement

Good Bad

Known "Good" to us.

Unknown to "Cognoto"

1 2

Training Testing

Known "Bad" to us.

Unknown to "Cognoto"

Who Are Our Customers?

Providers of User Generated Content- Media Sites with comment sections including Huffington Post, NYTimes, Youtube- Retail sites with Product Reviews including Amazon, Newegg, eBay, and Zappos- Misc. including Yelp and Google MapsContent Management Service Providers such as Demand Media, LiveFyre, or Disqus

Fact Check: Huffington Post has a team of nearly 30 moderators that look after more than 9 million pieces of user generated content (comments) each month!

Business Model

B2B Service

We provide content providers (like NYTimes, Huffpost) with a tool to help manage user generated content

Provide scalable but customized solution

contact@cognoto.com

Thank You!

cognoto.com

Experiment

...Thats my business idea, but I am still having some doubts. Do guys think that is a stupid idea?

That is not stupid. That is f***ing awesome.

That is f***ing stupid. That is not awesome.

Looking at key words will not always give you the proper insight.

"good" +1

"bad" -1

"not good" -1

"not bad" +1

"no, that is not good" +1

"no, that is not bad" -1

"yeah, right" +1

+1 x +1 = +1-1 x +1 = -1-1 x -1 = +1

wrong

wrong

wrong

Think classifying by words is easy? Think again.

Simple +/- keyword analysis

A B C D E

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

60% 40% 45% 53% 54%

Good vs Bad

G B

Bad

A - Proprietary MethodB - UnigramC - BigramD - TrigramE - Naive Bayes Classifier...

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