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From Big Social Data to Smart Social Data
1. Big Social Data
From Big Data to Smart Data
Prinzie Anita
solutions-2 Belgium www.solutions2.be +32(0)9 242 50 40
Solutions-2 London www.solutions2.co.uk +44 (0)20 7608 9300
10. BUSINESS
OBJECTIVE
LISTENING PURPOSE MONITORING PURPOSE
RELEVANT DATA
Who?
Which platforms?
Which conversations?
How long?
11. 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?”
Battery
8 3
44
65 Negative
Neutral
Positive
53
27
All Want IPhone 5
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12. Who & Which platforms
Profile on channel usage & engagement
15-24 25-34 35-54 55-99
Actively engaging on
FB, Twitter, blogs?
13. Which conversations
Find the most relevant ones
B2B Software Adoption Journey
Focus groups with B2B customers
Dictionary of typical actions during different phases
of the software adoption process
Scoring all Twitter/blog conversations
on the software adoption phases.
Software adoption journey-conversations
13
14. How long?
Find relevant time window
Natural time window
‘Enough conversations’ time
window
New product launch: 90 days
before and after (Microsoft)
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16. Clean and Preprocess
Keep goal in mind
Keep emoticons and markup
for detecting crisis
Context specific normalization
and annotation (e.g. Convey
API)
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18. MONITORING PURPOSE SENTIMENT ANALYSIS
Detecting crisis Detecting gradations of
negative and evolutions
Identifying complaints Detecting gradations of
and malfunctions negative
Monitoring response to Detecting gradations of
new product launch positive and negative
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19. Remedies
Correct
80%
Cost-sensitive learning
Undersampling
of neutral class
90%
Use recall, precision
and F1 measure to
7% 3% evaluate model
Positive Neutral Negative
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21. Validate social media results
Denali The evolution of the Microsoft
software adoption index did
O365 follow known success/failure
trends for past software
launches.
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22. BIG DATA
Define business objective
Identify relevant data
Clean & preprocess
Analyse with objective in mind
Validate results
SMART DATA
23. Anita Prinzie
anita@solutions2.be
@AnitaPrinzie
If you have any
risingquestions
24. 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.
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Notas do Editor
So in a nutshell. To convert big social data into smart social data you follow a five step process.In the first step, you clearly define your business objective so you know whether you need social media listening or social media monitoring.In the second step, you identify the “relevant” social media data.In the third step, you clean and preprocess this “relevant” social media data perhaps with .In the fourth step, you analyse your cleaned “relevant” social media data with your business objective in mind.In the fifth step, you validate your social media results.So, now you have smart social data!