Getting Value From Social Media

Getting Value From Social Media

Maria Grineva

Systems GroupDept. Computer ScienceETH Zurich - Switzerland

Systems Group. D-INFK. ETH Zurich 2

Tools For Social Media Analysis

Real-time brand monitoring on Twitter

Getting involved into real-time conversations and managing people’s opinions about a brand

Semantic analysis of Blogosphere

Real-time Brand Monitoring On Twitter

Systems Group. D-INFK. ETH Zurich 3Example pic from Harvard Business Review

Twitter – 50M users all over the world posting short messages via mobile devices and Web

50M tweets per day;

19% of them contain mention of a brand; >25% mention brands indirectly

Real-time Brand Monitoring: Key Issues

Understanding opinions about a brand (Sentiment analysis of tweets)

If negative – why? identifying blog posts/news with negative reviews



Learn about competitive landscape:

Look for user experience, problems, questions.



Identification of sudden bursts of new words related to a brand:

Getting news/blog posts that influence the brand image (using Twitter for monitoring the whole Web!)


Getting Involved Into Real-time Conversations

Identifying influenceable users in the field

Planning marketing campaign:

Identifying the minimum set of influenceable users

that would be enough for

spreading positive opinion widely

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Understanding Social Communities

Identifying communities of people with interests relevant to a brand

Systems Group. D-INFK. ETH Zurich 8Facebook network communities (by Flickr’s sociomantic)

Semantic Analysis of Blogosphere

Novel technology for semantic text processing using Wikipedia knowledge

Key techniques: semantic relatedness between concepts

word sense disambiguation


Semantic Analysis of Blogosphere

Capturing not only exact brand names, but also related words

Novartis semantically related to:

Valsartan, Pfizer, Daniel Vasella, Influenza vaccine, Diclofenac …

Semantic search for Blogosphere demo: http://blognoon.com


Technology

Getting Value From Social Media