from big social data to smart social data

solutions-2 Belgium www.solutions2.be +32(0)9 242 50 40Solutions-2 London www.solutions2.co.uk +44 (0)20 7608 9300

Big Social DataFrom Big Data to Smart Data

Prinzie Anita

Click icon to add picture

125,000

100,000

1 MINUTE

50,000

OR

150,000

48 hours

100,000

1 MINUTE

650,000 28,000

OR

http://datasift.com/stream/13991/mcdonalds#app1-preview

ORGANIC DATA DESIGNED DATA

Based on Bob Groves, former US Census director

CREATED TO GAIN SPECIFIC INSIGHTSDATA RICHNESS

BIG DATA SMART DATA?

Define business objective

Brand perceptions Detecting crisis

Complaints & malfunctions

New product launchConsumer segments

Media campaign success

Based on Jasper Snyder Converseon

MONITORINGLISTENING

Brand positioning

...

...

Identify relevant data

Who?

Which conversations?How long?

LISTENING PURPOSE

RELEVANT DATA

MONITORING PURPOSE

BUSINESS OBJECTIVE

Which platforms?

11

WhoFit with business objective

IPhone 5 UK launch success (Vision Critical)“Should we listen to FB conversations of people not wanting the IPhone 5?”

All Want IPhone 5

2753

6544

8 3

NegativeNeutralPositive

Battery

Profile on channel usage & engagement

15-24 25-34 35-54 55-99

Actively engaging on FB, Twitter, blogs?

Who & Which platforms

13

Which conversationsFind 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

14

How long?Find relevant time window

Natural time window

‘Enough conversations’ time window

New product launch: 90 days before and after (Microsoft)

Clean & Preprocess

16

Clean and Preprocess

Keep emoticons and markup for detecting crisis

Context specific normalization and annotation (e.g. Convey API)

Keep goal in mind

Analyse withobjective in mind

18

Detecting crisis

Identifying complaints and malfunctions

Monitoring response to new product launch

Detecting gradations of negative and evolutionsDetecting gradations of negative

Detecting gradations of positive and negative

SENTIMENT ANALYSISMONITORING PURPOSE

19

Remedies

Cost-sensitive learning

Undersampling of neutral class

Use recall, precision and F1 measure to evaluate model

Correct80%

Positive Neutral Negative7%

90%

3%

Validate results

21

Validate social media results

The evolution of the Microsoft

software adoption index did

follow known success/failure

trends for past software

launches.-90 -60 -30 Launch 30 60 90

Denali

O365

SMART DATA

Define business objective

Identify relevant dataClean & preprocess

Analyse with objective in mindValidate results

BIG DATA

12345

risingquestionsIf you have any

Anita Prinzieanita@solutions2.be@AnitaPrinzie

24

References

http://www.domo.com/blog/2012/06/how-much-data-is-created-every-minute/

Snyder, J. (2012), Enriching Social Data for Market ResearchConverseon, 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.