O documento discute como o Big Data das mídias sociais pode ser usado para identificar tendências, detectar problemas e prever comportamentos a partir de grandes volumes de dados não estruturados em tempo real. Algumas aplicações incluem melhorar processos de reparo de energia, monitorar desastres, investigações policiais, retenção de clientes e análises de mercado financeiro e de saúde pública.
Inteligência Artificial no Monitoramento de Mídias Sociais Social Business In...
Social Media Big Data - Apresentação na Webexpoforum
1. Social Media Big Data
Braulio Medina
Matemático (PUC-RIO - TU Darmstadt)
Co-fundador da Vortio.com.br
@bmedinadias
Facebook.com/webmining
brauliomedina@vortio.com
2. ‘
O que mudou com as redes sociais?
Funil de vendas
Controle de qualidade
Atendimento
CRM Marketing
Pesquisa de opinião Branding BI
3. ‘
Social Media Big Data permite
Identificação de tendências
Detecção de problemas
Previsão de comportamento
Grandes volumes de dados não
estruturados em tempo real
4. Energia
GE queria melhorar o processo de reparo em casos de queda de
Desafio energia
GE Grid IQ Insight foi criado para minerar os textos das redes
Solução sociais contendo termos sobre queda de luz
Resultado Como os dados são georeferenciados, a empresa obtém
alertas regionais sobre interrupções de energia
5. Controle de desastres
Desafio Em 2011, um terremoto de 5.8 de magnitude atingiu a Virgínia
Foram criadas visualizações do espalhamento do desastre através da
Solução análise do Twitter
Resultado O US Geologic Survey está utilizando os dados das mídias
sociais para melhorar seus próprios reports
6. Segurança
A polícia dos EUA buscava formas para melhorar as investigações e
Desafio identificar atividades criminais
Solução Utilizar as mídias sociais para obter pistas para investigações
Resultado Foram desenvolvidos softwares específicos para monitorar
atividades de gangues nas redes sociais
7. Controle de qualidade
T-Mobile buscava diminuir a perda de clientes
Desafio
A empresa implementou uma solução de Big Data incluindo as redes
Solução sociais para analisar o comportamento do consumidor
A empresa diminuiu a taxa de perda de clientes pela metade em
Resultado apenas um trimestre
8. Mercado Financeiro
Obter vantagem para fundos de investimento através dos dados das
Desafio redes sociais
Solução Aplicar text mining e inteligência artificial em séries de ações
Rentabilidade do modelo foi maior do que muitos modelos
Resultado computacionais usados no mercado
9. Saúde: drogas
Desafio Compreender a opinião coletiva sobre drogas
A Vortio monitorou centenas de milhares de menções no Twitter
Solução sobre 8 drogas
A Vortio construiu um ranking de sentimento e opiniões sobre
Resultado as drogas
Fonte: Slideshare.net/brauliomedina Fonte: O Globo
10. Novas respostas são possíveis a antigas
perguntas complexas
Homens que falam sobre
O que pensam as
carros esportivos falam
mulheres sobre bebidas
sobre quais outros
destiladas?
assuntos?
Adolescentes que
gostam de skate
escutam que Quais as opiniões mais
música? contra/a favor do governo?
Quais as novas tendências
musicais no nordeste? Como comparar marcas?
12. Decidimos estudar como a informação se transmite
Douglas Hofstaedter Aaron Lynch
Susan Blackmore
Mathematician & Mathematician &
Psychologist
physician philosopher
The meme
Metamagical Themas Thought Contagion
machine
1976 1985 1996 1996 1997 1999
Richard Brodie
Microsoft Executive Journal of
Richard Dawkins
Virus of the mind: The Memetics
The Selfish Gene
new science of the
meme
13. A meme is a unit of information that spreads
It can be a video, an image or a textual idea
14. Afinal, o que é um meme?
“Meme é uma unidade de
informação em replicação”
Love Is Like ADIDAS And NIKE . " Nothing Is ImpossibLe , JUST DO IT
Life is like Adidas and Nike. "Nothing Is Impossible, so Just Do It. √ :)
True Life = Adidas + Nike → "Nothing is impossible" so "Just Do It"
Adidas said " Nothing is impossible" so Nike came up and said " Just do
it
Life=Adidas+Nike> "nothing is impossible" so "just do it"
16. Escolhemos a visualização via stream graph para
representar cada cluster / meme
Cluster 1
Cluster 2
Cluster 3
Cluster 4
Soma das principais conversas num
gráfico de fluxo (stream graph)
17. Benefícios da análise de clusters
Desambiguização Métricas
Oi, para de ligar para
minha casa. • Sentimento
• Alcance
Oi Empresa ou Oi • Influência
Interjeição? • Engajamento
Visualização
Visualização
temporal Economia de tempo
Análise detalhada
18. Heineken X Budweiser (15 a 28 de fev)
Distribuição de menções sobre as marcas
‣ 91 mil menções 26.5K 55K ‣ 77 mil menções
12.4K 1.9K
8.5K 1.7K
1.8K 1.6K
‣ USA 15% ‣ USA 58%
‣ Brazil 13% 0.9K 0.3K ‣ Canada 11%
‣ Turkey 7% ‣ UK 5%
‣ Spain 6% Dados obtidos com ‣ Brazil 4%
‣ Netherlands 5% ubervu.com ‣ France 1%
19. Same approach can be used
Feb
2013
The Worst Job Interview Ever,
Proof that @heineken_uk is
totally out of touch. Brought to You by Heineken
(92 mentions) (1032mentions)
I liked a @YouTube video
Heineken - The Candidate
(175 mentions)
The best job interview process
ever by #Heineken
(73 mentions) Why Heineken Understands the Importance of
Employee Culture (53 mentions)
Feb
2013
I just wanted to apologize to all the people
Budweiser being sued
who had to replace their Budweiser Red
for watering down its
Light bulb after yesterday's debacle (4.985
beer
mentions)
(> 4.000 mentions)
The Budweiser Clydesdale
commercial gets me teary Beer lovers in class-action lawsuits accuse
every time(1.500 mentions)Anheuser-Busch of watering down its
Budweiser, Michelob and other brands
(1.066 mentions)
20. The Worst Job
# mentions: 22.321 Interview Ever,
Brought to You by
# clusters found: Heineken
Language: english (1032mentions)
Sentiment: very positive Influencer: @mashable
Country: USA
Sentiment: positive
I liked a @YouTube video
http://t.co/FXHTcZjV Heineken -
The Candidate
(175 mentions)
The best job interview process
ever by #Heineken
(73 mentions)
Heineken Music Hall
(107 mentions)
Proof that @heineken_uk is totally
out of touch. Pass the needle &
thread, our sides are splitting!
#DoYourResearch
(92 mentions) Why Heineken Understands the
Importance of Employee Culture
(53 mentions)
21. Influencer: @brains9
Country: Brasil
# mentions: 6.780
Sentiment: very positive
# clusters found:
Language: portuguese
Sentiment: very positive
Heineken realiza entrevista de
emprego nada convencional para
contratar estagiário (264 mentions)
Então tá tudo bem
Tomando uma
Heineken
(171 mentions)
Heineken exige que estagiário salva uma
vida antes de ser contratado
(256 mentions)
Heineken simula desmaio de
entrevistador e incêndio para
contratar estagiário
Other clusters about “The (172 mentions)
Candidate”
(> 500 mentions)
22. Me sumo al grupo de
consumidores que dejan de
# mentions: 10.992 tomar Cerveza Heineken
por patrocinar peleas de
# clusters found: perros (93 mentions)
Language: spanish Influencers: @tutunelo,
@sangrevn, @elkriticon
Sentiment: very positive Country: Argentina
Sentiment: very negative
Heineken y su original proceso de selección The Heineken hace sudar a sus
Candidate aspirantes a becario en su
(158 mentions) campaña "The candidate"(224
mentions)
The Candidate, la nueva campaña de Heineken
para contratar a un empleado (148 mentions)
Escucha cariño, nuestra canción. —Pero
es el himno de la Champions League. —
Tú cállate...le estoy hablando a mi cerveza
Heineken !!! (112 mentions)
Heineken revoluciona las entrevistas
de trabajo: The Candidate
(89mentions)
23. # mentions: 51.004
# clusters found:
Language: english
Sentiment: very negative Beer lovers in class-action lawsuits accuse
Anheuser-Busch of watering down its Budweiser,
Michelob and other brands
(1.066 mentions)
The Budweiser Clydesdale
commercial gets me teary everyjust wanted to apologize to all the
I
time(1.500 mentions) people who had to replace their
Budweiser Red Light bulb after
yesterday's debacle (4.985
mentions)
Bud light.. Budweiser.. I don't give a fuck.
It's all beer. Pass me a coozie (713
mentions)
Influencer: @brains9
Country: Brasil
Sentiment: very positive
Budweiser accused of watering
down its beer?
No shocked faces here Budweiser being sued for watering
(1.003 mentions) down its beer
Influencer: @brewdog (> 3.000 mentions)
24. # mentions: 1.882
# clusters found:
Language: portuguese Budweiser: fabricante é
Sentiment: very negative acusado de colocar mais
água na cerveja. Marca é
processada nos EUA
Influencer: @estadao (130 mentions)
AB Inbev é acusada de
‘aguar’ a Budweiser
(68 mentions)
A primeira a ser comprada foi a Ambev quer dobrar produção
BUDWEISER, depois o BURGER KING e de Budweiser no Brasil até 2014
agora o HEINZ. (29 mentions)
(38 mentions)
AB InBev é acusada de adicionar água demais e
diminuir teor alcoólico da Budweiser
(26 mentions)
25. # mentions: 1.882
# clusters found:
Budweiser acusada en EEUU de
Language: spanish aguar su cerveza
Sentiment: negative (145 mentions)
Influencer: @elespectador
La cerveza Budweiser, puede ser
utilizada como acondicionador
para el cabello
(145 mentions)
La Cerveza Budweiser está Acusan a Budweiser de vender
inspirada en una ciudad de la cerveza aguada(120 mentions)
República Checa llamada Budweis.
(118 mentions)
26. Análise comparativa
Análise de 22.321 tweets sobre a
Heineken e 51.004 tweets sobre
Budweiser em inglês
-100% 0 +100%
Dimensão:
Sentimento Ódio Amor
Prestígio Baixo Alto
Sinceridade Desonesto Honesto
27. Podemos analisar todas as conversas
sobre a palavra-chave “cerveja” em
diferentes línguas e países
28. The average human walks
900 miles per year and
Beer is like sex, drinks 22 gallons of
when its good its beer.That means that the
good, when its bad God is great, beer is good, people average human gets 41
its still good. are crazy miles per gallon.Not bad.
Beer lovers accuse
Anheuser-Busch of
watering down brews
Got my toes in the
http://t.co/d8prQxQlXX
water, ass in the
sand, not a worry in
the world, cold You know I like my
beer in my hand! chicken fried, a
Life is good today! cold beer on a
Friday night
Tracked keyword: BEER
Language: ENGLISH
Number of mentions: 98.343 Main associations found: Entertainment
Number of clusters with at least 20 • Fun
similar mentions: 212
Number of mentions in the clusters: • Pleasure
11.895 • Lifestyle
Period: February 15th to 28th
29. Hijo!! ¡hueles a cerveza! - Y que
querías. ¿¡que con el dinero que me
diste oliera a whisky?
La bebida alcohólica que más Beber cerveza no está
calma la sed es la cerveza, ¡Camarero! ¿tiene alitas? —Sí, señor ligado al aumento de
porque su principal —Pues tráigame una cerveza ¡Pero peso y es beneficioso
componente es agua (93%) volando! puto JAJAJAJAJÁ. para la salud
http://t.co/ZB4JKHiw
El consumo moderado de
cerveza beneficia al
embarazo, la lactancia, la
menopausia y ayuda a
combatir el Alzheimer
http://t.co/qJ2RX4Ad
Tracked keyword: CERVEZA
Language: SPANISH Main associations found: Health
Number of mentions: 119.775
Number of clusters with at least 20
similar mentions: 353 • Beer has no correlation to weight gain
Number of mentions in the clusters:
36.858 • Drinking beer is healthy
Period: February 15th to 28th
30. Ein durchschnittlicher "20 Bier, 1 Slayer-Album
Deutscher geht im Jahr und Kippen? Ausweis
1550km und trinkt 107 Liter bitte." "Hier. Ich bin 42."
Bier. Macht einen Verbrauch "Danke. Mich interessiert
von 6,9l/100km. nur Ihre Adresse. Dann
bis heute Abend."
Ich brauche einen Ärger für Anheuser-
Mann, dem ich Busch: Brauereikonzern
"Hier, halt mal soll #Bier mit Wasser
grad mein Bier!" gestreckt haben
bei einer
Kneipenschlägerei Buch übers Trinken: Im
sagen kann. sakralen Bereich der Bier-
Magie...
http://t.co/rudA4IuQC5
Die 2 Gründe warum Männer Bier trinken. 1. Sie
haben keine Frau 2. Sie haben eine Frau Deutsch for Drinkers: "Bier" = beer. "Wein" = not
beer.
Tracked keyword: BIER
Language: GERMAN Main associations found: HEAVY USAGE
Number of mentions: 12.233
Number of clusters with at least 10 • Beer drinking is a strong characteristic
similar mentions: 44 of the german culture
Number of mentions in the clusters:
1.604
Period: February 15th to 28th
31. Bilancio del primo tempo Se non hai la birra puoi
visto da #Pilsen. Zero palle sempre trovare del vino o
gol, possesso di palla #barca del whisky o delle
70%, possesso birra 100% sigarette, ma se non hai
http://t.co/Gg5oPahb amore non hai un cazzo.
Class action contro
[X] Ho bevuto birra. [] Budweiser,
Ho fumato una aggiungerebbe acqua
sigaretta intera. [] Mi nella birra.
sono drogato. [X] Ho
scritto sul muro di un
bagno.
Ok, birra era la
risposta... Ma non mi
ricordo più quale fosse
la domanda.
Tracked keyword: BIRRA
Language: ITALIAN Main associations found: FOOTBALL
Number of mentions: 8.511
Number of clusters with at least 10 • Drinking beer and watching football
similar mentions: 50 • Substitute drugs like cigarretes or other
Number of mentions in the clusters:
1.224
alcoholical beverages
Period: February 15th to 28th
32. Diferentes culturas, diferentes
comportamentos sobre cerveja
Baseado em 2 semanas de análise, parece que
Americanos bebem para relaxar
Italianos bebem por causa de problemas de relacionamento
Brasileiros bebem para sair para festas
Demais latinos bebem, pois é saudável
Alemães bebem para abastecer o tanque
Franceses bebem para apreciar o gosto
33. Esses insights podem nos ajudar a
Calcular e comparar métricas
Compreender o consumidor
Entender a performance nos canais de mídia
Minimizar o risco reputacional
Construir conversas com significado
34. Ob r ig a do
@bmed inadias
.com/we bmining
Facebook
t/braulio medina
Slideshare.ne
ina@vor tio.com
bra uliomed
www.vortio.com.br
Facebook.com/vortio
Notas do Editor
Good morning ladies and gentlemen Mu name is Braulio Medina. I am a mathematician and the co-founder of Vortio, a company focused on social media monitoring, analysis snd research I am going to show you some recent challenges
If you can listen to what the social customers are saying, you will have an enourmous competitive advantage. There has never been so much information available about ourselves and from other players in the marketplace. Social media gave us the power
If you can listen to what the social customers are saying, you will have an enourmous competitive advantage. There has never been so much information available about ourselves and from other players in the marketplace. Social media gave us the power
If you can listen to what the social customers are saying, you will have an enourmous competitive advantage. There has never been so much information available about ourselves and from other players in the marketplace. Social media gave us the power
If you can listen to what the social customers are saying, you will have an enourmous competitive advantage. There has never been so much information available about ourselves and from other players in the marketplace. Social media gave us the power
If you can listen to what the social customers are saying, you will have an enourmous competitive advantage. There has never been so much information available about ourselves and from other players in the marketplace. Social media gave us the power
If you can listen to what the social customers are saying, you will have an enourmous competitive advantage. There has never been so much information available about ourselves and from other players in the marketplace. Social media gave us the power
If you can listen to what the social customers are saying, you will have an enourmous competitive advantage. There has never been so much information available about ourselves and from other players in the marketplace. Social media gave us the power
If you can listen to what the social customers are saying, you will have an enourmous competitive advantage. There has never been so much information available about ourselves and from other players in the marketplace. Social media gave us the power
If you can listen to what the social customers are saying, you will have an enourmous competitive advantage. There has never been so much information available about ourselves and from other players in the marketplace. Social media gave us the power
The urge to bring conversations into Numbers Here we are talking about human behaviour and here we are talking about mathematics
13 days 168k mentions How many people would be necessary to compare ... How many things can be inferred but can be wrong And what is worse, we don't know what those conversations are about?