Social Media Use Cases - Webinar

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Introductory Webinar on using Mechanical Turk for Social Media use cases.

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  • Amazon Mechanical TurkIt is a marketplace for work. In a traditional marketplace, like the Amazon.com retail site that you’re probably already familiar with, there are buyers who spend money to purchase products and there are sellers who make money by selling their products. This is true in the Amazon Mechanical Turk Marketplace as well. Businesses, or Requesters as they are called on Mechanical Turk are buying work. Mechanical Turk Workers sell their work and earn money when the transaction is complete. And just like in the Amazon.com retail experience, Amazon Mechanical Turk takes care of all of the transaction details including getting the work “listed” on the site so Workers see it when they browse for Work as well as completing the payment transaction when work is approved by you, the Requester. Let’s talk in a bit more detail about how it works.
  • Requesters design HITs, Human intelligence tasks. These HITs are composed of Assignments which are published to the Mechanical Turk Marketplace. Workers select tasks to complete and submit their assignments to Requesters.Requesters approve or reject the results and pay Workers.
  • Mobile photo sharing site monitors every picture being posted for explicit material in real time. With Mechanical Turk they’ve been able to train and manage a loyal workforce that meets their publishing needs – and follows their site guidelines for appropriateness. They are able to maintain a positive user experience using Mechanical Turk.
  • Social Media Use Cases - Webinar

    1. 1. Social MediaUse CasesWEBINAR<br />February 24, 2011<br />Presented by:<br />Natala MenezesSr. Product Manager<br />John HoskinsSr. Business Development Manager <br />
    2. 2. Welcome<br />Logistics<br />How to ask a question:.<br />Ask a question with the questionpanel. <br />We will moderate questions. <br />Agenda<br />Introductions<br />Marketplace Review <br />Social Media Use Cases <br />Q & A<br />
    3. 3. Introductions<br />
    4. 4. What is Mechanical Turk? <br />
    5. 5. Mechanical Turk is a marketplace for work. <br />Mechanical Turk gives businesses and developers access to an on-demand, scalable workforce.<br />Flexibility: Scale your workforce up and down quickly<br />Accuracy: Get high quality, efficient and cost effective results.<br />Price: Pay only when you are satisfied with the results.<br />Speed: Start receiving results in minutes <br />
    6. 6. How it Works<br />
    7. 7. Workforce<br />500,000 Workers<br />190+ Countries<br />Who are the Workers?<br />Workers are global<br />Valuable source of feedback on how to improve your HITS<br />Managing Your Workforce<br />Can narrow to US based (i.e. when you need western culture competence) <br />Leverage qualifications to find your best Workers<br />
    8. 8. Popular Use Cases<br />Categorization<br />Classification<br />Tagging<br />Sentiment Analysis<br />Data Management<br />Data Verification<br />Data Entry & Collection<br />Data De-duplication<br />Algorithm Training<br />Business Services<br />Search Relevancy <br />Product Usability Testing <br />Research<br />Content & Media<br />Moderate Photos & Content<br />Content Creation & Editing<br />Transcription<br />
    9. 9. Social Media Solutions<br />Content Moderation <br />Is this photo appropriate given our guidelines? <br />Is this a good question or article for our site? <br />Content Discovery <br />Do these photos have useful meta tags? <br />What are the keywords used during this video? <br />Content Analysis <br />What is the sentiment of this tweet? <br />Content Creation <br />Launching a new site and need relevant stories?<br />
    10. 10. Photo & Content Moderation<br />Moderate UGC at scale (millions of items a day): <br />Photos<br />Comments<br />Posts<br />Reported violations<br />Keep up with reports so that you can effectively remove inappropriate content before it negatively impacts your brand. <br />How it works:<br />
    11. 11. Content Discovery <br />Search discovery requires attributes – keywords that users can use to find content that relates to them. <br />Adding meta data – such as detailed descriptions, attribute tags and categories can improve discoverability.<br />How it works: <br />
    12. 12. Case Study: Magnum Photos<br />“An image sent out through the new system will come back, having been keyworded by up to eight people, in less than a minute. After piloting small trials last summer, images are now being sent out in batches of 20,000.”<br />"You can keyword an entire archive within weeks.“<br />-- Meagan Young, Magnum's Web Content ManagerQuickly removed their backlog through access to on-demand workforce<br />10 x more cost efficient than an in-house solution<br />
    13. 13. Case Study – Channel Intelligence<br />Problem: A backlog of 73,000 uncategorized products <br />Solution: Categorize them through Mechanical Turk. <br />Details: <br />Project completed in 4 days, vs. 600 man hours done previously in-house. <br />By integrating Mechanical Turk into their backend process, they were able to realize a back office savings of over 75% vs. the cost of in-house staff.  <br />
    14. 14. Experiment: Search Discovery<br />Problem:Requester did not show up in search results for topics (in this case a musical artist) that they had content. <br />Solution:Requester took 2000 pictures from their site and annotated them adding keywords, and captions <br />Results:Improved relevance of the pages saw their presence in search results jump. Their pages were now in the top 5 – 10 results, translating into a higher volume of page views and user engagement on their site. <br />
    15. 15. Content Analysis <br />Understanding the value of content helps improve how content is displayed or responded to. Should an article be on the home page? How relevant is it to your business?<br />Analyze content relevance<br />Analyze content sentiment <br />Is this tweet positive or negative? <br />
    16. 16. Content Creation<br />Article writing & editing <br />Write a caption for a photo<br />Summarize the benefits of a product <br />Write a story about a specific topic<br />Edit the grammar & style of an article <br />Photo selection <br />Find a creative commons photo for an article <br />Transcription <br />Transcribe video or audio content <br />Tip: Always collect content in your HIT, never have Workers post directly to a 3rd party website. <br />
    17. 17. Requester access:<br />
    18. 18. Applications & Solution Providers<br />Mechanical Turk supports a robust ecosystem of providers that have built or can build solutions to meet your needs. <br />
    19. 19. How can I get more accurate results? <br />Plurality Asking multiple Workers to do assignments (if their answers agree then the result is validated)<br />Qualifying & Training Workers<br />Bonus payments<br />Known Data Sets <br />
    20. 20. Q & A<br />Your Questions. Answered. <br />
    21. 21. Thank you. <br />@amazonmturk<br />Facebook.com/amazonmturk<br />Mechanicalturk.typepad.com<br />

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