SONETA: a tool for supporting small
business social presence
IOANNIS IOANNIDIS, ELEFTHERIOS PAPACHRISTOS, CHRISTOS
KATSANO...
motivation
In many countries the backbone of economy is
small enterprises (< 100 employees)
Social media play an increasin...
User Generated Content and
Social media
Big data by Social Media are produced and need to
be processed by enterprises
In t...
Use of Social media tools for
businesses
◦Brand monitoring
◦Targeted advertisement
◦Find out how users respond to
business...
SMEs and social media tools
Major barriers in adoption
◦ Time scarcity
◦ Lack of financial resources
◦ Lack of technology ...
SONETA
A twitter search tool for visualizing what
users mainly talk about in a specific region
Features
◦ Search on Twitte...
Soneta use: define new stream
Keywords
Location
Soneta use: Define time span
obtain frequencies
Time span
overview
Detailed view
Visualization of tweets contents
For specific
<Keywords,
Time span,
Location>
List of
tweets
Alternative representations
Architectural Design
Implementation
Communication Layer
◦ Twitter Search API 1.1
◦ Cron job to retrieve results
◦ Specific keywords
Storage Lay...
Evaluation study
Main Purpose
◦ examine whether SONETA could aid SMEs in achieving
their objectives
◦ help them engage wit...
Evaluation study-Process
Pre-study interview
◦ Basic profiling on social media usage
◦ Identify needs and problems
Trainin...
Evaluation study-Results
Pre-study interview
◦ All SMEs had Twitter accounts (infrequent usage)
◦ No stated need for geogr...
Evaluation study-Results
Usage of SONETA :
1. Understanding trend topics in customer
conversations located in specific reg...
Emerging questions
What is the relationship between
visualization and gaining insight from social
media data?
How multiple...
Conclusions
SMEs with B2C activities are more likely to
benefit from SONETA
Need for domain specific use case scenarios
Pe...
hci.ece.upatras.gr
THANK YOU!
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SONETA: a tool for supporting small business social presence

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SONETA: a tool for supporting small business social presence.
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SONETA: a tool for supporting small business social presence

  1. 1. SONETA: a tool for supporting small business social presence IOANNIS IOANNIDIS, ELEFTHERIOS PAPACHRISTOS, CHRISTOS KATSANOS, NIKOS KAROUSOS, CHRISTOS FIDAS, NIKOLAOS AVOURIS UNIVERSITY OF PATRAS, GR HCI 2014 International, Crete June
  2. 2. motivation In many countries the backbone of economy is small enterprises (< 100 employees) Social media play an increasingly important role in monitoring customers opinion and advertising products and services The human skills and technological resources of small enterprises are limited in monitoring social media and improving company presence. Adequate tools are needed to support this need.
  3. 3. User Generated Content and Social media Big data by Social Media are produced and need to be processed by enterprises In the next 60 seconds: ◦ Facebook users share 2.460.000 pieces of content ◦ Youtube users upload 72 hours of new video ◦ Twitter users tweet 277.000 times ◦ Pinterest users pin 3472 images www.domo.com/blog/2014/04/data-never-sleeps-2-0/
  4. 4. Use of Social media tools for businesses ◦Brand monitoring ◦Targeted advertisement ◦Find out how users respond to business decisions ◦Track opinion leaders ◦Competitive analysis
  5. 5. SMEs and social media tools Major barriers in adoption ◦ Time scarcity ◦ Lack of financial resources ◦ Lack of technology skills ◦ Negative view about social media usefulness ◦ Unfamiliarity with specific technologies Can social media tools help SMEs engage more effectively with social media? Stockdale, R., Ahmed, A., Scheepers, H.: Identifying Business Value from the Use of Social Media: An SME Perspective. In: PACIS 2012 Proceedings, (2012)
  6. 6. SONETA A twitter search tool for visualizing what users mainly talk about in a specific region Features ◦ Search on Twitter stream for tweets containing specific keywords posted from a specific location ◦ Quantitative results (e.g. tweets per day) ◦ Comparative results of top keywords on a daily basis ◦ Access tweets containing important keywords (http://soneta.hci.ece.upatras.gr)
  7. 7. Soneta use: define new stream Keywords Location
  8. 8. Soneta use: Define time span obtain frequencies Time span overview Detailed view
  9. 9. Visualization of tweets contents For specific <Keywords, Time span, Location> List of tweets
  10. 10. Alternative representations
  11. 11. Architectural Design
  12. 12. Implementation Communication Layer ◦ Twitter Search API 1.1 ◦ Cron job to retrieve results ◦ Specific keywords Storage Layer ◦ MySql ◦ Designed in such away that new components and services Preprocessing Layer ◦ PYTHON ◦ Remove links ◦ Remove stop words ◦ Get tweets stored parse them and find the most frequent words Presentation Layer ◦ D3.JS ◦ GOOGLE MAPS ◦ HTML5 ◦ JQUERY
  13. 13. Evaluation study Main Purpose ◦ examine whether SONETA could aid SMEs in achieving their objectives ◦ help them engage with social media more effectively 3 SMEs with diverse profiles ◦ SME1: B2B Software company ( Software Quality Research Group) - 16 staff members ◦ SME2: B2C software company - 2 resident staff members and 4 external collaborators ◦ SME3: B2C Internet Company - 6 resident staff members and 2 external collaborators
  14. 14. Evaluation study-Process Pre-study interview ◦ Basic profiling on social media usage ◦ Identify needs and problems Training ◦ SONETA introductory session SONETA Usage ◦ Deployment process ◦ User Experience ◦ Impact on Business goals Post Interview
  15. 15. Evaluation study-Results Pre-study interview ◦ All SMEs had Twitter accounts (infrequent usage) ◦ No stated need for geographic location search ◦ No stated need for tools filtering social media data for trends ◦ All SMEs had problems finding interesting content to post Geographic location search ◦ Conceptually interesting ◦ SME1,SME2 experienced difficulties adapting it in their business domain ◦ SME3 extremely useful Usability ◦ Difficulties in the beginning ◦ Word cloud visualization was useful The potential of social media filtering tools was identified
  16. 16. Evaluation study-Results Usage of SONETA : 1. Understanding trend topics in customer conversations located in specific regions 2. Estimating the impact of targeted advertising campaigns 3. Collected ideas for new user products or services customized to a specific region.
  17. 17. Emerging questions What is the relationship between visualization and gaining insight from social media data? How multiple social media data can be converged? How can real time updates be adapted in a in a effective easily understandable manner?
  18. 18. Conclusions SMEs with B2C activities are more likely to benefit from SONETA Need for domain specific use case scenarios Perceived quality of SONETA depends –at least to some extent- with the SMEs attitude towards social media
  19. 19. hci.ece.upatras.gr THANK YOU!
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