Social Media Use Cases - Webinar

S o c i a l M e d i aU s e C a s e s

WEBIN AR

February 24, 2011Presented by:

Natala MenezesSr. Product Manager

John HoskinsSr. Business Development Manager

© 2011 Amazon.com, Inc. or its Affiliates.

Welcome Logistics

How to ask a question:. Ask a question with the question

panel. We will moderate questions.

Agenda Introductions Marketplace Review Social Media Use Cases Q & A


Introductions

Natala MenezesSr. Product Manager

John HoskinsSr. Business Development Manager

Bennett McPeckEnterprise Business Development Manager


What is Mechanical Turk?


Mechanical Turk is a marketplace for work.

Mechanical Turk gives businesses and developers access to an on-demand, scalable workforce.

Flexibility: Scale your workforce up and down quickly

Accuracy: Get high quality, efficient and cost effective results.

Price: Pay only when you are satisfied with the results.

Speed: Start receiving results in minutes


How it Works

• Design Your Task (HIT)

• Publish your HIT to the marketplace

You – The Requester

• Accepts your HIT• Submits an

answer

The Worker• Validate the

Results• Pay Workers• Go!

You – The Requester


Workforce500,000 Workers190+ Countries

Who are the Workers? Workers are global Valuable source of feedback on how to improve your HITS

Managing Your Workforce Can narrow to US based (i.e. when you need western

culture competence) Leverage qualifications to find your best Workers


Popular Use Cases

Data Management Data Verification Data Entry & Collection Data De-duplication Algorithm Training

Content & Media Moderate Photos & Content Content Creation & Editing Transcription

Categorization Classification Tagging Sentiment Analysis

Business Services Search Relevancy Product Usability Testing Research


Social Media Solutions Content Moderation

Is this photo appropriate given our guidelines? Is this a good question or article for our site?

Content Discovery Do these photos have useful meta tags? What are the keywords used during this video?

Content Analysis What is the sentiment of this tweet?

Content Creation Launching a new site and need relevant stories?


Photo & Content Moderation Moderate UGC at scale (millions of items a day):

Photos Comments Posts Reported violations

Keep up with reports so that you can effectively remove inappropriate content before it negatively impacts your brand.

How it works:

User submits a photo

Item is flagged for review and

sent to Mechanical

Turk

Workers review item and mark it

as inappropriate

Content is removed from

the site


Content Discovery Search discovery requires attributes – keywords

that users can use to find content that relates to them.

Adding meta data – such as detailed descriptions, attribute tags and categories can improve discoverability.

How it works: Photo or article is sent to

Mechanical Turk for review by

Workers

Workers add creative &

descriptive tags

Tags are added as attributes to

the item

Content is more easily

discovered through Web

and Site search


Case Study: Magnum Photos“An image sent out through the new system will come back, having been keyworded by up to eight people, in less than a minute. After piloting small trials last summer, images are now being sent out in batches of 20,000.”

"You can keyword an entire archive within weeks.“-- Meagan Young, Magnum's Web Content Manager

Quickly removed their backlog through access to on-demand workforce 10 x more cost efficient than an in-

house solution


Case Study – Channel Intelligence Problem:

A backlog of 73,000 uncategorized products

Solution: Categorize them through Mechanical Turk.

Details: Project completed in 4 days, vs. 600 man hours

done previously in-house. By integrating Mechanical Turk into their backend

process, they were able to realize a back office savings of over 75% vs. the cost of in-house staff.


Experiment: Search Discovery Problem:

Requester did not show up in search results for topics (in this case a musical artist) that they had content.

Solution:Requester took 2000 pictures from their site and annotated them adding keywords, and captions

Results:Improved relevance of the pages saw their presence in search results jump. Their pages were now in the top 5 – 10 results, translating into a higher volume of page views and user engagement on their site.


Content Analysis Understanding the value of content helps

improve how content is displayed or responded to. Should an article be on the home page? How relevant is it to your business? Analyze content relevance Analyze content sentiment

Is this tweet positive or negative?


Content Creation Article writing & editing

Write a caption for a photo Summarize the benefits of a product Write a story about a specific topic Edit the grammar & style of an article

Photo selection Find a creative commons photo for an article

Transcription Transcribe video or audio content

Tip: Always collect content in your HIT, never have Workers post directly to a 3rd party website.


Requester access:

Web UI

• Easy Access • Create HITS

in HTML• Upload and

manage data via CSV

API & CLT

• Programmatic Access

• Multiple SDKS

• Massive scale

Apps & Solution Providers

• Experts at Workflow design

• They do the training and management of Workers for specific kinds of tasks


Applications & Solution Providers Mechanical Turk supports a robust ecosystem of providers

that have built or can build solutions to meet your needs.


How can I get more accurate results? Plurality

Asking multiple Workers to do assignments (if their answers agree then the result is validated)

Qualifying & Training Workers

Bonus payments

Known Data Sets


Q & AYour Questions. Answered.


Thank you.

@amazonmturk

Facebook.com/amazonmturk

Mechanicalturk.typepad.com

Technology

Social Media Use Cases - Webinar