Omd Meeting

Intelligent Stream Mining
and Strategic Response

Real-time internet conversations occur on many platforms
from blogs to social media sites and Twitter.
Tools that you have used in the past, such as Google or email
alert systems cannot keep pace with these conversations.

© Slice Wireless Pty Limited 2010

What used to take days, even weeks,
now happens … in an instant


50 million Twitter posts daily
Therefore 2 billion current annual run rate
Made of mostly open, public and searchable information
FaceBook and the like are moving to open public standards
The 12 month benchmark is 2.5 trillion SMS messages annually
More than 70% of all Twitter posts come from a mobile device


We’re just like a call centre…
for Twitter
with
Intelligent Stream Mining
and Strategic Response


Real-time internet conversations occur on many platforms
from blogs to social media sites like Twitter

Tools that you have used in the past, such as Google or email
alert systems cannot keep pace with these conversations

because…
they are happening 24/7

Brands are never asleep, neither are we!


Sentiment Search &
Conversation Mining
A tool that provides live sentiment
search, conversation mining, and real
time response across multiple social
media platforms

How it works…
one we build a live stream for an industry or a
brand using Twitter @Names, keywords or
topics.

two we filter that stream with a special
dictionary for the industry, brand or topic and
sort the results into buckets.

three we analyse the results and provide
valuable sentiment information for research,
customer service and/or direct marketing


A Comprehensive Strategy


Solutions Summary
We provide solutions for companies to improve their Twitter presence
but more important:-

We provide scale

• Monitor and Engage with customers in everyday conversations
• Campaigns related to events, products, competitors, followers
• Sentiment Review of any tweet mentioning a specific brand
• Hotlists by industry to see who’s hot and who’s not
• Publish widgets to bring the conversation to your own site
• Back-Test Trends We archive data to compare old and new trends
• Education training and consulting


Cloud Tools


Analytics
Graphs, charts and word clouds of your sent tweets, @Replies, keywords and clicks.
Learn more about your audience with the spam and activity report.
Search for any @Name to check on activity and profile.

10

Analytics - Conversation
How much are you involved in the conversation?
Are many people talking about you?
Do you have an exclusive circle of strong supporters?


Analytics - Sentiment
Are tweets about your brand positive or negative?
How is sentiment evolving in time?
Do your events and campaigns influence your brand sentiment?


Current sentiment analytics project:
US DoD healthcare service TRICARE


Data Mining and Sentiment
Current affairs and issues: Political words and actions

"+Stephen +Smith" - Conversation Density (2/7 - 3/8)

Foreign Minister
Stephen Smith
travels to India 28th
February 2010 and
leaves India 2nd
March


Sentiment Analysis

Scale
&
Accuracy


95% Accurate Sentiment
Automated Human Interface
• The Real Time Feed is sent in batches to a Human Interface
• Each message is sent to 3 people, if they all agree on
sentiment, the message is classified as positive or negative
• The batch includes “Gold Standard” Questions of known
answers
• Humans who get Gold Standard Qs wrong are excluded from
the results
• Job process time 2 mins to 2 hours depending on Reward
• Job returned and automatically integrated into work flow


Sentiment
How it works

The interface that the
Humans use to sanitize
sentiment.


Sentiment - How it works
The result after submitting messages to the human interface


Hotlists
Hotlists are sentiment
ranked lists of the twitter
feeds in each industry.

We have hotlists for:

•Airlines
•Celebrities
•Travel Destinations
•Twitter Applications
•Telephone Carriers
•Stocks

and the ABC


Campaigns


Conversation Campaign Check list

• Need: Unique Brand Name/Keyword
• Analyze: Stream Velocity
• Provide: Action Link with a customized Twitter offer
• Create: Tweet scripting - less than 140 chars
• Benchmark: Competitors @Names and followers
lists


Conversation Campaign Elements

• Analysis
1. Keyword Search – find related keywords and trends
2. Competitive @Name Followers List – sort by influence

• Actions
1. Follow competitors followers
2. Detect Follow back
3. DM with link
4. Measure Click through


Twitter and politics: @BarackObama
Record online fundraising for 2008 presidential
campaign


@cathnewsasia
Increase traffic to the web site
• The re-tweet was re-tweeted

• For the purposes of this test we created our own bit.ly URL As you can see 0 hits
on our URL and 7 on the @cathnewsasia original

• Following the re-tweet and within 30 seconds of the RT there are 16 new hits


Damage Control
The danger and the potential of Twitter

Organisations need damage control tools,
because Twitter can kill a product in 3 days


Damage Control Campaign

Hollywood Movie
Bruno

Hollywood Movie - Bruno
A trend like this one can be very dangerous
People create #Hastags to spread the word fast


Buzz Spreading
The buzz growth is exponential
Negative buzz runs much faster thank positive buzz


Bruno - The negative buzz


The result of the negative buzz
Twitter users have the power and they know it


The Solution: Damage Control

We can control the damage:
1. Listen
Monitor Twitter for negative sentiment about your brand
2. Acknowledge
Let complainers know that they have been heard
3. Engage and convert
Engage with the influencers
Transform your enemies in your best advocates


Understanding crisis thru social media:
The death of Nitin Garg

RT @Indusladies: Why does Australia keep
saying that attacks on Indian aren't racist? If
not racist, then why only young Indian
student ...Delhi10/01/2010 7:30

RT @AnjaliPhilip: Another Indian set on fire
in Melbourne! Isn't this a "We are racist and
proud of it" kinda message? Chengannur,
India9/01/2010 8:55 Anoop Jacob

@BDUTT India does not display racist
attitude toward its tourists as Australia treats
Indian students and Indian people. Chennai
7/01/2010 17:13 Venkatesh


Negative comments spread virally by
‘re-tweeting’
Message passed to followers – and follower’s followers

Example 1:

Twitter account: @BDUTT currently has
87,949 followers RT @BDUTT: Australia maintains that the killings are not racist. So,
what is it ? Is it that Indians live in crime prone areas. Whats t ...

Her comments are listened to and ‘Re- RT @BDUTT: Australia maintains that the killings are not racist. So,
Tweeted’ what is it ? Is it that Indians live in crime prone areas. Whats t ...

RT @BDUTT: Australia maintains that the killings are not racist. So,
She also attracts and engages her what is it ? Is it that Indians live in crime prone areas. Whats t ...
@BDUTT My friend says southern region of Australia are the
followers. One @reply is addressed to her worst. But I don't think every act is racist and seems things are
by @madhu27 a school teacher in changing :)

Kolkata, India @BDUTT Australia will nevr accept dat its racist
killings,its a mattr of dere country's reputation..bt d
truth is it is racial killings


A voice of reason also spread virally by
re-tweeting
Example 2:

RT @sardesairajdeep: worried that every attack on an indian in australia is being seen as
racist. need to separate street crime from racism.


Vindaloo Against Violence 24/2/10
Positive Initiative: Media for a cause


The Super Dashboard
Manage your feedback, share accounts with people in your team,
Schedule and assign tweets…


The current data mining dashboard
What is being said globally…now
Search capabilities: names,
keywords, #tags, topics, issues,
people, business, countries,
regions…

Key word searches result in multiple simultaneous conversations being monitored


Prototype “Crisis Management”
Dashboard
Select:-
• ‘Crisis
Management’
point.
• ‘Key Word’ or
‘phrase’
• Daily (recent) or
Live real-time
• Segmented
Positive Negative
and Neutral
• Presented
graphically in
many different
ways

Note: Sentiment is primarily ‘Neutral’ as no work has been performed, to date, to create a unique sentiment dictionary


Brad Keeling, Group Marketing & Business Development
brad@slicewireless.com Mobile +61 400100555

Graham Lang, Business Development Brand Funded Media
graham@slicewireless.com.au Mobile +61 424937848

Kerry Dowling, Business Development
kerry@slicewireless.com Mobile +61 412731158

Sydney, Head Office: Level 6, 97 Pacific Hwy, North Sydney, NSW, Australia 2060
London: 12 St John’s Square, London UK EC1M 4NL
Helsinki: Tammasaarenlaituri 3 / Tallberginkatu 2, 00180 Helsinki, Finland


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