Anita prinzie main stage - 2012

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.