Using Conversations to Understand Influence and Interaction           Dr Matthew Purver & Dr Stuart Battersby              ...
online interaction • can be quite hard to make sense of:                                         @cbanalytics             ...
face-to-face conversations • how do we make sense of conversation?   • e.g. detect decisions / action items in a meeting: ...
face-to-face conversations • how do we make sense of conversation?   • e.g. detect decisions / action items in a meeting: ...
face-to-face conversations • how do we make sense of conversation?   • e.g. detect decisions / action items in a meeting: ...
face-to-face conversations • how do we make sense of conversation?   • e.g. detect decisions / action items in a meeting: ...
face-to-face conversations • how do we make sense of conversation?   • e.g. detect decisions / action items in a meeting: ...
face-to-face conversations • how do we make sense of conversation?   • e.g. detect decisions / action items in a meeting: ...
face-to-face conversations • if we ignore the structure, it’s hard to understand:   • c. 30% accuracy on detection of deci...
online conversations • people in social media have conversations too!      @SilkCharm: I wanted the relationship to work w...
online conversations • people in social media have conversations too!      @SilkCharm: I wanted the relationship to work w...
online conversations • people in social media have conversations too!      @SilkCharm: I wanted the relationship to work w...
online conversations • online interaction structure may be similar to face-to-face   • (although not entirely) • but the l...
business applications • streamline social media engagement   • deal with a social data deluge   • find valuable brand advoc...
the platform               @cbanalytics               cbanalytics.co.uk               (soon: chatterbox.co)               ...
the platform - conversations    Identifying conversations allows you to understand what people say in                     ...
the platform - brand advocacy  A positive tweet about a film on Film 4 which has had a great effect on the                 ...
the platform - brand advocacy   If you choose to you can join the conversation to build brand rapport                     ...
the platform - engagement metrics  We see a peak in the number of users engaged in conversation on the 27th               ...
the platform - engagement metrics   Look at the metrics for that day, find the activity is between 14:00 - 15:00           ...
the platform - engagement metrics  Look at the data and find the post - at the top of the CRM plot due to the              ...
say hello...  • www.cbanalytics.co.uk (soon moving to chatterbox.co)  • @cbanalytics  • info@cbanalytics.co.uk            ...
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'Using Conversations to Understand Influence and Interaction' Dr Stuart Battersby & Dr Matthew Purver, Chatterbox

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Using conversations to understand influence and interaction
One of the main ways we influence each other is though conversation. Research in face-to-face interaction shows that automatically understanding conversations is a hard problem: success depends on our ability to model their structure and the context in which they're held. Matt & Stuart will present an overview of conversation research from academia, with social media examples from Chatterbox's Conversation Platform.
Find more info at:
http://chinwag.com/insight/psychology

Published in: Education, Technology
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'Using Conversations to Understand Influence and Interaction' Dr Stuart Battersby & Dr Matthew Purver, Chatterbox

  1. 1. Using Conversations to Understand Influence and Interaction Dr Matthew Purver & Dr Stuart Battersby @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  2. 2. online interaction • can be quite hard to make sense of: @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  3. 3. face-to-face conversations • how do we make sense of conversation? • e.g. detect decisions / action items in a meeting: A: Are we going to have a backup? A: Or we do just– B: But would a backup really be necessary? A: I think maybe we could just go for the kinetic energy and be bold ! nd innovative. a C: Yeah. B: I think– yeah. A: It could even be one of our selling points. C: Yeah –laugh–. D: Environmentally conscious or something. A: Yeah. B: Okay, fully kinetic energy. D: Good. @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  4. 4. face-to-face conversations • how do we make sense of conversation? • e.g. detect decisions / action items in a meeting: A: Are we going to have a backup? A: Or we do just– B: But would a backup really be necessary? A: I think maybe we could just go for the kinetic energy and be bold ! nd innovative. a C: Yeah. B: I think– yeah. A: It could even be one of our selling points. C: Yeah –laugh–. D: Environmentally conscious or something. A: Yeah. B: Okay, fully kinetic energy. D: Good. @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  5. 5. face-to-face conversations • how do we make sense of conversation? • e.g. detect decisions / action items in a meeting: A: Are we going to have a backup? define A: Or we do just– B: But would a backup really be necessary? issue A: I think maybe we could just go for the kinetic energy and be bold ! nd innovative. a C: Yeah. B: I think– yeah. A: It could even be one of our selling points. C: Yeah –laugh–. D: Environmentally conscious or something. A: Yeah. B: Okay, fully kinetic energy. D: Good. @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  6. 6. face-to-face conversations • how do we make sense of conversation? • e.g. detect decisions / action items in a meeting: A: Are we going to have a backup? define A: Or we do just– B: But would a backup really be necessary? issue A: I think maybe we could just go for the kinetic energy and be bold ! nd innovative. a C: Yeah. propose B: I think– yeah. resolution A: It could even be one of our selling points. C: Yeah –laugh–. D: Environmentally conscious or something. A: Yeah. B: Okay, fully kinetic energy. D: Good. @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  7. 7. face-to-face conversations • how do we make sense of conversation? • e.g. detect decisions / action items in a meeting: A: Are we going to have a backup? define A: Or we do just– B: But would a backup really be necessary? issue A: I think maybe we could just go for the kinetic energy and be bold ! nd innovative. a C: Yeah. propose B: I think– yeah. resolution A: It could even be one of our selling points. C: Yeah –laugh–. argue for/ D: Environmentally conscious or something. against A: Yeah. B: Okay, fully kinetic energy. D: Good. @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  8. 8. face-to-face conversations • how do we make sense of conversation? • e.g. detect decisions / action items in a meeting: A: Are we going to have a backup? define A: Or we do just– B: But would a backup really be necessary? issue A: I think maybe we could just go for the kinetic energy and be bold ! nd innovative. a C: Yeah. propose B: I think– yeah. resolution agree A: It could even be one of our selling points. C: Yeah –laugh–. argue for/ D: Environmentally conscious or something. against A: Yeah. B: Okay, fully kinetic energy. agree D: Good. agree @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  9. 9. face-to-face conversations • if we ignore the structure, it’s hard to understand: • c. 30% accuracy on detection of decision-related utterances • if we use the structure, we can do much better: • c. 80% accuracy on detection of decisions @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  10. 10. online conversations • people in social media have conversations too! @SilkCharm: I wanted the relationship to work with @vodafone_au *sad face* @franpatt @dialogCRM @georgedonikian @xPeacex @uskovic @Prakky @uskovic: @SilkCharm me too but sometimes the grass IS greener! @dialogCRM: @SilkCharm telcos are notoriously bad at customer retention even though extending customer lifetime length should be a goal @JJ8ird: butterfly effect on film4 in bed! Night world!x @MeLLon_11: @JJ8ird Good nite to you jj @WobbInce: @JJ8ird I am watching that!! Immense film. @SharWynne: @JJ8ird thx j been trying to find a film to watch let’s see if I can make sense of it this time...or just fall asleep watching it again x @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  11. 11. online conversations • people in social media have conversations too! @SilkCharm: I wanted the relationship to work with @vodafone_au *sad face* @franpatt @dialogCRM @georgedonikian @xPeacex @uskovic @Prakky @uskovic: @SilkCharm me too but sometimes the grass IS greener! @dialogCRM: @SilkCharm telcos are notoriously bad at customer retention even though extending customer lifetime length should be a goal agree @JJ8ird: butterfly effect on film4 in bed! Night world!x @MeLLon_11: @JJ8ird Good nite to you jj @WobbInce: @JJ8ird I am watching that!! Immense film. @SharWynne: @JJ8ird thx j been trying to find a film to watch let’s see if I can make sense of it this time...or just fall asleep watching it again x @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  12. 12. online conversations • people in social media have conversations too! @SilkCharm: I wanted the relationship to work with @vodafone_au *sad face* @franpatt @dialogCRM @georgedonikian @xPeacex @uskovic @Prakky @uskovic: @SilkCharm me too but sometimes the grass IS greener! @dialogCRM: @SilkCharm telcos are notoriously bad at customer retention even though extending customer lifetime length should be a goal @JJ8ird: butterfly effect on film4 in bed! Night world!x like @MeLLon_11: @JJ8ird Good nite to you jj @WobbInce: @JJ8ird I am watching that!! Immense film. @SharWynne: @JJ8ird thx j been trying to find a film to watch let’s see if I can make sense of it this time...or just fall asleep watching it again x @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  13. 13. online conversations • online interaction structure may be similar to face-to-face • (although not entirely) • but the language certainly isn’t ... • ... and it changes very fast Nyt alexx tweetdreamsh RT @JDBAustralia: Goodnight everyone, i will tweet you all tomorrow <3 #loveislouder BIEBER ALERT! #imoldenough to say @justinbieber’s new hair is FUCKING GORGEOUS • so we need some robust machine learning ... • ... but that’s another story @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  14. 14. business applications • streamline social media engagement • deal with a social data deluge • find valuable brand advocates • deal with the most pressing problems to brand reputation • offer better metrics • next generation of social engagement metrics to marketers • we track and measure conversations @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  15. 15. the platform @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  16. 16. the platform - conversations Identifying conversations allows you to understand what people say in response to a message @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  17. 17. the platform - brand advocacy A positive tweet about a film on Film 4 which has had a great effect on the author’s surrounding community Tap the node to explore & engage @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  18. 18. the platform - brand advocacy If you choose to you can join the conversation to build brand rapport @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  19. 19. the platform - engagement metrics We see a peak in the number of users engaged in conversation on the 27th @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  20. 20. the platform - engagement metrics Look at the metrics for that day, find the activity is between 14:00 - 15:00 @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  21. 21. the platform - engagement metrics Look at the data and find the post - at the top of the CRM plot due to the high dynamic influence. @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk
  22. 22. say hello... • www.cbanalytics.co.uk (soon moving to chatterbox.co) • @cbanalytics • info@cbanalytics.co.uk @cbanalytics cbanalytics.co.uk (soon: chatterbox.co) info@cbanalytics.co.uk

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