S-Sence : Social Media Intelligence

Alisa  Kongthon,  Ph.D.  Speech  and  Audio  Technology  Laboratory  

National  Electronics  and  Computer  Technology  Center  

2  Source:  zocialrank.com  

!  A  tool  to  help  companies  determine  what  is  being  said  about  their  brand,  product  or  service  on  social  media  

!  Convert  unstructured  information  from  user  generated  content  into  meaningful  consumer  understanding  

Social  Media  Analysis  Metrics  

Volume   Number  of  comments  or  posts  

Sentiment   Overall  tone,  polarity  to  brand,  product  

Topics   Features  and  words  associated  with  brand    

Influence   Ability  of  individual  to  create  buzz  

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! Thai  Natural  Language  Processing  ! Word  segmentation  ! Word  normalization    

! Text  Mining  ! Feature  word  extraction  ! Topic  filtering/classification  

! Sentiment  Analysis  

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Input: Social media, Webboard, Reviews

Analyses:

•  Keyword analysis •  Intention analysis •  Sentiment analysis •  Language usage analysis

Display and Report:

•  Graph, Chart or Tag Cloud •  Interactive Dashboard •  Adaptive Emoticon

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Interactive Dashboard

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Interactive Dashboard

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Social  Media  for  Emergency  Response  http://mashable.com/2011/02/11/social-­‐media-­‐in-­‐emergencies/  

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!  The  2011  flood  (July  –  December  2011)  has  been  described  as  the  country’s  worst  disaster  in  recent  history  

!  The  World  Bank  estimated  total  economic  damage  to  be  approximately  $45  billion    

!  The  National  Social  and  Economic  Development  Board  reduced  Thailand’s  economic  growth  forecast  from  3.5-­‐4%  to  1.5%    

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Source:www.ZocialRank.com  

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! Retrieved  175,551  Tweets  (from  23/10/2011  to  17/12/2011)  using  the  keyword  ‘#thaiflood’  

! After  removing  “Retweets”  and  duplicates,  our  data  set  contained  64,582  unique  Tweets  

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!  Situational  announcements  and  alerts  !  up-­‐to-­‐date  situational  and  location-­‐based  information  related  to  the  flood  such  as  water  levels,  traffic  conditions  and  road  conditions  in  certain  areas.  In  addition,  emergency  warnings  from  authorities  advising  citizens  to  evacuate  areas,  seek  shelter  or  take  other  protective  measures  are  also  included.    

!  Support  announcements  !  support  announcements  such  as  free  parking  availability,  free  emergency  survival  kits  distribution  and  free  consulting  services  for  home  repair.  

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! Requests  for  assistance  ! messages  requesting  any  types  of  assistance;  such  as  food,  water,  medical  supplies,  volunteers  or  transportation.    

! Requests  for  information    !  general  inquiries  related  to  the  flood  and  flood  relief  such  as  inquiries  for  telephone  numbers  of  relevant  authorities,  regarding  the  current  situation  in  specific  locations  and  about  flood  damage  compensation.    

! Other  !  all  other  messages,  such  as  general  comments;  complaints  and  expressions  of  opinions.    

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User  ID   #Tweets   #Retweets   #Followers  

Meenajah   1394   1989   97  

BengoshiNadda   939   1255   512  

Nonflood   703   1007   581  

AeyEegg   642   859   279  

LostFoundTh   607   811   285  

sawetachai   499   758   1194  

thaiflood   490   14272   107791  

bkk24   469   1628   627  

thaifloodUpdate   440   468   21  

SiamArsa   420   3916   34574  

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User  ID   #Followers   #Tweets   #Retweets  

chocoopal   314954   11   137  

suthichai   232242   8   134  

Kitti3Miti   209505   5   20  

js100radio   191840   5   127  

jjetrin   178644   3   27  

Noom_Kanchai   174164   1   12  

MajorGroup   139760   7   90  

ThaiPBS   135618   78   857  

wongthanong   134607   1   3  

paloyhorwang   119119   1   1  

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User  ID   #Followers   #Tweets   #Retweets  

thaiflood   14272   490   107791  

SiamArsa   3916   420   34574  

kapookdotcom   1997   302   33403  

GCC_1111   1544   214   19671  

ittipat_Rw   1495   178   14572  

Rawangpai   1339   83   84955  

Pat_ThaiPBS   1137   326   8742  

KBank_Live   972   76   63819  

iwhale   966   77   34584  

ThaiPBS   857   78            135618  

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! Ranking  the  users  based  on  the  number  of  Retweets  can  help  identify  the  perceived  credibility  of  the  influencers  

! With  this  list  of  influential  Twitter  users,  citizens  can  choose  which  sources  of  information  they  would  follow  during  the  natural  disaster;  in  order  to  obtain  the  most  relevant,  up-­‐to-­‐date,  and  credible  information    

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! Fast  dissemination  of  information  to  large  groups  

!  Interactive  ! Access  through  mobile  devices  ! Growing  natural  proclivity  

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! Aggregation  (lots  of  tiny  pieces!)  ! Anomaly  detection  (what  isn’t  just  noise?)  ! Accurate  information  (vs.  outdated,  inaccurate,  and  false  information)  

! Malicious  use  of  social  media  during  disasters  

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! Language  Analysis  and  Text  Mining  ! Blog  Analysis  ! Comparison  detection  ! Sarcasm  detection  ! Rumor  detection    

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