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NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination
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NCSU invited talk: Leveraging Social Media for Tourism Marketplace Coordination

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Invited talk presented by Hemant Purohit (http://knoesis.org/researchers/hemant) at the NCSU workshop on IT for sustainable tourism development. The talk presents application of technology developed …

Invited talk presented by Hemant Purohit (http://knoesis.org/researchers/hemant) at the NCSU workshop on IT for sustainable tourism development. The talk presents application of technology developed for crisis coordination into more general marketplace coordination via social media for helping suppliers (micro-entrepreneurs) and demanders (tourists).

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  • 1. Social Media driven Coordination of Tourism Marketplace NCSU workshop on ‘IT for Sustainable Development’ Invited Talk, May 12 2014 Hemant Purohit (Computational Social Sci., PhD Candidate, Advisor: Prof. Amit Sheth) Ohio Center of Excellence in Knowledge-enabled Computing (Kno.e.sis) Dept. of Computer Sci. & Eng., Wright State University, USA
  • 2. Outline 1. Role of Social Media for Tourism 2. Social Computing challenges 3. Social Media driven marketplace 4. Identifying demands and supplies 5. Contextual matching of demand-supply 6. Recommend influencers for whom to engage with 7. Providing faceted engagement with Community 8. Applications and Conclusion Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 2
  • 3. Outline 1. Role of Social Media for Tourism 2. Social Computing challenges 3. Social Media driven marketplace 4. Identifying demands and supplies 5. Contextual matching of demand-supply 6. Recommend influencers for whom to engage with 7. Providing faceted engagement with Community 8. Applications and Conclusion Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 3
  • 4. Era of Collective Intelligence 4Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 5. Citizen Sensing: Voice of People/Customers/Providers! http://news.accuracast.com/social-media-7471/social-networking-most-popular-online-activity/ http://www.statista.com/topics/1164/social-networks/chart/913/the-rise-of-social-networking-in-the-united-states/  Express opinions  Share experience  Report… 5Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 6. Penetration into Almost All Domains in the Recent Years Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 6 http://paradivision.com/blog/2009/12/how-marketers-will-use-social-media- in-2010/
  • 7. Tourism Industry: A Social Perspective  Approximately one-fifth of leisure travellers worldwide turn to social media platforms for inspiration within different categories of their travel planning including:  Hotels (23%)  Vacation activities (22%)  Attractions (21%)  Restaurants (17%) *Via eMarketer 2013 (referencing research conducted by Redshift Research) Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 7 Source: http://www.forbes.com/sites/steveolenski/2014/02/07/the-impact-of-social-media-in-the-travel-marketing- industry/
  • 8. Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 8 http://www.tnooz.com/article/social-travel-sites-are-screaming-for- attention-but-industry-and-consumers-are-not-really-listening/
  • 9. Global Initiatives for Marriage of Tourism and Social Media Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 9  Africa: Kenya’s tourism boost via social media  http://www.standardmedia.co.ke/mobile/?articleID=2000111172&story_title=social- media-holds-key-in-kenya-s-bid-to-boost-tourism  Global: Social media conference for destination marketers  https://www.facebook.com/SoMeTourism  …
  • 10. Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 10 Which platforms to use? http://heidicohen.com/inside-scoop-on-how-marketers-use- social-media-research/ (For Marketing)
  • 11. Benefits of Social Media for Tourism: Opportunity for Data Analytics  Reputation management  Customer service channel  Inbound marketing to reach more customers  Personalized search  Mobile support for on-the-fly services Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 11 Source: http://www.tourism-review.com/travel-tourism-magazine-top-5-social-media-trends-in-tourism-category1651
  • 12. Outline 1. Role of Social Media for Tourism 2. Social Computing challenges 3. Social Media driven marketplace 4. Identifying demands and supplies 5. Contextual matching of demand-supply 6. Recommend influencers for whom to engage 7. Providing faceted engagement with Community 8. Applications and Conclusion Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 12
  • 13. Challenge: Heterogeneity  Multiple channels  Phone, fax, TV, radio, newspapers, internet, sensor networks, etc.  Coexistence of technologies, a constant  Social media is heterogeneous  Verified accounts  Re-tweets from well-known sources  Eyewitness reports  Lots more!  Different types (unstructured text, structured, multimedia) may require different tools 13 http://blogs.lse.ac.uk Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 14. Challenge: Velocity  According to recent Twitter statistics: (Twitter Blog, 2013)  During specific events, tweeting rate has reached 143,199 tweets/sec.  Average 5,700 tweets/sec.  ~500 million tweets/day 14 http://seventhinc.com/ Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 15. Challenge: Scale  In some countries a sizable fraction of the population has Internet access  Tweets are small and nimble but they point to webpages, include images, videos, etc.  You need to process a lot to obtain a little  There are many tweets but  Only some of them contain usable information  Only a fraction of those can be handled by automatic systems 15 Top-4 countries by Twitter penetration among Internet users; by Comscore via http://5mk.co/ Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 16. Challenge: Redundancy  Information from multiple information channels may not be unique  Near-duplicates frustrate users and waste their time  Definition of abstraction level (to merge items) is always arbitrary, depends on the application  Automatic systems tend to pick what is redundant first  Not necessarily a bad thing, e.g. phrases that are often repeated, tweets that are often re-tweeted, etc. 16 Millenial’s information sources http://ypulse.com/ Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 17. Challenge: Biases  Social Media Bias:  Youngers better user than elders  Educated users more existent than uneducated  Technology Privileged users more existent than unprivileged  Study carefully, with the grains of salt!  Smart sampling  Smart data cleaning  Smart algorithms 17Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 18. Challenge: Noise  Everyone wants to be heard  Independently of adding any value  Emotional expressions and even jokes drive the data traffic  Informal text and jargon hinders automatic text processing 18Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 19. Challenge: Verifiability  Social media users are starting to develop their own methods to validate information  Sometimes most rumors are spread by well-intentioned people  But there are also some pranksters  We need a more fine-grained approach than true/false (we have always needed it) 19 Edelman 2012 http://edelman.com/trust Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 20. Outline 1. Role of Social Media for Tourism 2. Social Computing challenges 3. Social Media driven marketplace 4. Identifying demands and supplies 5. Contextual matching of demand-supply 6. Recommend influencers for whom to engage 7. Providing faceted engagement with Community 8. Applications and Conclusion Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 20
  • 21. Social Media driven Tourism Marketplace: Stakeholders  Tourists (info/resource seekers)  Micro-entrepreneurs (info/resource suppliers)  Opinion makers/ Discussion Leaders, .. Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 21
  • 22. Social Media driven Tourism Marketplace: Activities  Matching framework for needs of tourists & service providers  Micro-Payment: Mobile-Social based  e.g., Amazon’s Hashtag based initiative on Twitter  http://www.businessweek.com/news/2014-05-05/twitter- teams-up-with-amazon-to-let-customers-shop-by-hashtag  e.g., TinyGive: Pre-registered users using specific hashtags and key-phrase constructs to show intent for transaction Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 22
  • 23. Example to Crisis Response: Varying but Few Important Intentions Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 23 Image: http://www.gizmodo.com.au/2012/04/how-we-identify- single-voices-in-a-crowd/ BIG QUESTION: Can these needles be identified in the haystack of massive datasets? Me and @CeceVancePR are coordinating a clothing/food drive for families affected by Hurricane Sandy. If you would like to donate, DM us Does anyone know how to donate clothes to hurricane #Sandy victims? [REQUEST/DEMAND] [OFFER/SUPPLY] Coordination teams want to hear!
  • 24. WHY Coordination of Marketplace?  Uncoordinated engagement reduces efficiency  Under-supply of required demands  Over-supply of not required supplies • Hurricane Sandy example, “Thanks, but no thanks”, NPR, Jan 12 2013. Story links: • http://www.npr.org/2013/01/09/168 946170/thanks-but-no-thanks-when- post-disaster-donations-overwhelm Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 24
  • 25. Goal: Data to Meaning Transformation to assist Coordination Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 25 Coordination of Actions Citizen Sensing related to Crisis on Social Media Interpretation of sensed data via context categories (e.g., need types) Annotated data explicitly specifying meaning (e.g., intent/behavior, type, what-where-when-who-why metadata)
  • 26. Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 26 Identify-Match-Engage (IME) Computing Framework
  • 27. Outline 1. Role of Social Media for Tourism 2. Social Computing challenges 3. Social Media driven marketplace 4. Identifying demands and supplies 5. Contextual matching of demand-supply 6. Recommend influencers for whom to engage 7. Providing faceted engagement with Community 8. Applications and Conclusion Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 27
  • 28. Illustration of Social Aid Marketplace during Disasters Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 28
  • 29. Problem: Identifying and Matching Demand and Supply related to Donations 29 How to volunteer, donate to Hurricane Sandy: <URL> If you have clothes to donate to those who are victims of Hurricane Sandy … Red Cross is urging blood donations to support those affected <URL> I have TONS of cute shoes & purses I want to donate to hurricane victims … Does anyone know how to donate clothes to hurricane #Sandy victims? Does anyone know of community service organizations to volunteer to help out? Needs to get something, suggests scarcity: REQUEST (Demand) Offers or wants to give, suggests abundance: OFFER (Supply) Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 30. Challenges  Demand and Supply intentions are intermingled and subjective  Simple heuristic of Questioning may not imply a demand (seeking) behavior  Existence of group demand or supply: Authors can be individuals or organizations  Intent of demand from the third party is possible (e.g., request for the blood drive via Red Cross)  Imbalanced resource class distribution Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 30 I made these during #sandy. I will donate $5 from each snowflake I sell to the #redcross for hurricane victims. http://...
  • 31. Current Methods Domain: Crisis Response  Manual: Demand and Supply information collection via registration  e.g., recovers.org, AidMatrix, VolunteerMatch, TapRoot, etc.  Challenge: Limitation of scale and human resources  Automatic: A Classification Problem  Plain Supervised Text Classification  Challenge: Confusing intentions in text of human expressions  ML & NLP based method for identifying problem/aid nuclei (Varga et al., 2013)  Assumption: Problem/Aid nuclei via noun-predicate dependency relation 31Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 32. Supervised Learning Classification Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 32 (Purohit et al., First Monday, 2014a)
  • 33. Demand-Supply Classifier: Employing Colloquial Knowledge  1st Experimental trial: with traditional word N-gram features  Challenge: Confusing n-gram patterns, such as-  “want to donate for help, check here ...” (demand) vs. “want to donate some money to help my friends who lost everything in hurricane sandy disaster” (supply)  2-fold Solution:  Leverage domain colloquial knowledge of word patterns used in manual data mining  Shared by colleagues at American Red Cross. E.g., need help , place to stay  Sequential Classification: use prediction probability of 1st classification in the 2nd  Classifier 1: {Exclusive Request, Exclusive Offer or None}  Classifier 2: {Exclusive Offer, None} Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 33 (Purohit et al., First Monday, 2014a)
  • 34. Resource Type Classifier: Modified Design  Highly imbalanced class distribution of the data: observed from the first round of labeling and therefore, employed bias sample proportions  Classes labeled:  Features: General N-gram features, with addition of domain features (regex based) Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 34 • Clothing • Food • Medical supplies including blood • Money • Shelter • Volunteer work • Not request or offer • Request or offer for something else • Cannot judge
  • 35. Text "FOOD" to 32333, REDCROSS to 90999, or STORM to 80888 to donate $10 in storm relief. #moore #oklahoma #disasterrelief #donate VICTIM SITE Does anyone know where to send a check to donate to the tornado victims? Where do I go to help out for volunteer work around Moore? Anyone know? Matched If you would like to volunteer today, help is desperately needed in Shawnee. Call 273-5331 for more info RESPONSE TEAMS CITIZEN SENSORS Match DEMAND- SUPPLY Image: http://offthewallsocial.com/tag/social-media/ Matched Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 35 (Purohit et al., First Monday, 2014a)
  • 36. Geo-Location Semantics: Important driver for Marketplace Analytics  Enabling Complex Queries, e.g.  Find potential tourists for Raleigh with interest in farms  Data Challenge: Highly sparse geo-metadata  Device metadata (cellphone coordinates)  Mentioned locations in text  Use of Informal language makes it harder to identify locations Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 36
  • 37. Outline 1. Role of Social Media for Tourism 2. Social Computing challenges 3. Social Media driven marketplace 4. Identifying demands and supplies 5. Contextual matching of demand-supply 6. Recommend influencers for whom to engage 7. Providing faceted engagement with Community 8. Applications and Conclusion Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 37
  • 38. Motivation: Event-Oriented or Brand Page Communities Voluminous Data and Users! Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 38
  • 39. Exploit Who-talks-to-Whom Network Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 39
  • 40. Twitris Tool: Recommended Influencers to engage with by Specific Needs 40 Influential users are for respective needs. Right side shows their interaction network on social media. Engaging with influencers in the communities can be very powerful for- a.) getting important information, b.) Correcting rumors in the network, c.) Propagating important information back into the citizen sensor communityPurohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 41. Outline 1. Role of Social Media for Tourism 2. Social Computing challenges 3. Social Media driven marketplace 4. Identifying demands and supplies 5. Contextual matching of demand-supply 6. Recommend influencers for whom to engage 7. Providing faceted engagement with Community 8. Applications and Conclusion Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 41
  • 42. Motivation: Generic Problem of User Engagement with Influencers Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 42 HuffingtonPost• Increasing use of recommended influencers and their content from social media. • No relevance cues about who they are and why they are experts • Problem of user engagement with the content
  • 43. Motivation Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 43 • Now I can see why … Senior Media Reporter for The Huffington Post Better engagement with content! User Data Mining Analysis & Aggregation Tagline (Purohit et al., Social Informatics, 2012b)
  • 44. What Data to Exploit?  Meformer  Self Descriptive  e.g., Profile Bio, Content of the user posts  Informer  Others describe the person: available in external knowledge bases  e.g., Wikipedia, IMDB, Freebase etc. 44Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination
  • 45. Faceted Engagement: Use of Generated Expertise Summaries  Classification of users (summaries) into occupation types to provide classified facets for engagement  Journalism  Medical  Technology, etc.  Useful for enabling coordinators to do customized/ ‘personalized’ engagement as per class type  e.g., In disasters, response coordinator may want to communicate with ‘humanitarian’ professionals differently than ‘journalists’ Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 45
  • 46. Outline 1. Role of Social Media for Tourism 2. Social Computing challenges 3. Social Media driven marketplace 4. Identifying demands and supplies 5. Contextual matching of demand-supply 6. Recommend influencers for whom to engage 7. Providing faceted engagement with Community 8. Applications and Conclusion Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 46
  • 47. Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 47 Twitris v3: http://twitris.knoesi s.org/yolandastorm 2013/networkTest/
  • 48. Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 48
  • 49. Conclusion  A marketplace’s function-centric (Identify-Match-Engage) technology can leverage social media  Automatically identifying demand and supply of tourism needs  Automatically match demand-supply of tourism needs  Recommendation for whom to engage with, and  Faceted engagement via user summarization Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 49
  • 50. Thanks..  Contact: hemant@knoesis.org , Twitter: @hemant_pt  NSF for the SoCS grant #IIS-1111182 to support the work on social media based coordination during emergencies  Adviser Prof. Amit Sheth, and Interdisciplinary Co-advisers: Profs. Valerie Shalin (Cognitive Sci., WSU), John Flach (Cognitive Systems, WSU), Srini Parthasarathy (Network Sci., OSU)  Mentors: Patrick Meier (QCRI), Carlos Castillo/ChaTo (QCRI), Fernando Diaz (Microsoft Research), Meena Nagarajan (IBM Research), Alex Dow (Facebook), Jitendra Ajmera (IBM Research), Omar Alonso (Microsoft), Kevin Haas (Microsoft), Lei Duan (Microsoft), Sachindra Joshi (IBM Research), Ashish Verma (IBM Research), Shubha Nabar (LinkedIn)  Colleagues:  Kno.e.sis Social Computing team including Andrew Hampton from the WSU Psychology dept., in addition to Yiye Ruan, and Dave Fuhry at the Data Mining Lab, Ohio State University.  Digital Volunteers from the organizations- StandBy Task Force, info4Disasters, Crisis Mappers network, Humanity Road, Ushahidi, etc. and the subject matter experts at UNFPA Purohit, NCSU talk 2014: Leveraging Social Media for Tourism Marketplace Coordination 50

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