#ThinkPH Social Media Sentiment Analysis
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#ThinkPH Social Media Sentiment Analysis

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My presentation at #ThinkPH 'The Internet, Big Data and You' Conference, on August 23, 2013 at New World Hotel, Makati. ...

My presentation at #ThinkPH 'The Internet, Big Data and You' Conference, on August 23, 2013 at New World Hotel, Makati.

Click here to see the #ThinkPH conference details and agenda: http://www.rappler.com/bulletin-board/36539-agenda-rappler-google-thinkph-internet-big-data-conference

Event hosted by Rappler, Google and SocialGood.

My slides cover:
1. Why analyze sentiment?
2. How does sentiment analysis work?
3. Practical applications
4. Sentiment of #ThinkPH Conference

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#ThinkPH Social Media Sentiment Analysis #ThinkPH Social Media Sentiment Analysis Presentation Transcript

  • Presents to Robin Leonard CEO, AllFamous Digital robin_allfamous robinleonard1 SENTIMENT ANALYSIS Click here to see the agenda and conference details
  • Agenda 1.  Why Analyze Sentiment? 2.  Sentiment Analysis 101 3.  Practical Applications 4.  Sentiment of #ThinkPH
  • Agenda 1.  Why Analyze Sentiment? 2.  Sentiment Analysis 101 3.  Practical Applications 4.  Sentiment of #ThinkPH
  • Why Analyze Sentiment?
  • Emotions are core to purchase decisions vs. http://www.today.mccombs.utexas.edu/2010/04/do-you-make-buying-decisions-based-on-logic- or-emotion-a-tale-of-two-chickens
  • Social Media creates lots of data Just waiting to become useful information
  • Consumers are FINALLY empowered
  • The Anatomy of a Crisis – The Incident
  • The Anatomy of a Crisis – The Impact
  • The Anatomy of a Crisis – The Response
  • The Anatomy of a Crisis – The Result
  • http://adage.com/article/digital/mckinsey-finds-social-buzz-affect-sales-negatively/242039/ Yes, Sentiment Impacts Sales
  • Agenda 1.  Why Analyze Sentiment? 2.  Sentiment Analysis 101 3.  Practical Applications 4.  Sentiment of #ThinkPH
  • What is Sentiment?
  • What is Sentiment? emotions opinions intent Subjective impressions, not facts
  • Example 1: Happy Mention subject emotion brand product service
  • Example 2: Unhappy Mention fact fact opinion emotion
  • Example 3: Sarcastic Mention brand brand opinion service emotion
  • Example 4: Mixed Mention emotion service brand opinion
  • Example 5: Language Confusion brand opinion fact
  • Example 6: Intent to Buy fact brand subject intent brand brand question
  • The elusive hunt for binary •  For vs. Against •  Like vs. Dislike •  Good vs. Bad •  Ecstatic vs. Happy •  Excited vs. Amused •  ROFL vs. LOL •  Depressed vs. Unhappy •  Sad vs. Destitute •  Frustrated vs. Angry
  • Challenges of Automated Sentiment Analysis §  People express opinions in complex ways §  Cultural ideosyncracies (e.g. differences in sarcasm, irony etc) §  The wider you throw your net and the more complex the language, the less accurate the system will be.
  • Agenda 1.  Why Analyze Sentiment? 2.  Sentiment Analysis 101 3.  Practical Applications 4.  Sentiment of #ThinkPH
  • Use Case 1: Social Focus Group “Coffee in a can” “Iced Coffee”
  • Use Case 2: Sales & Service
  • Use Case 3: Opinion Mining
  • Use Case 4: Reputation Management
  • Use Case 5: Consumer Insights
  • Use Case 6: Competitive Intelligence Get real-time insights on your competitors - Sun Tzu “Know your enemy and know yourself and you can fight a hundred battles without disaster”
  • What is the Sentiment of #ThinkPH? There were 4,627 mentions of #ThinkPH on 23 August 2013
  • What did people say about the #ThinkPH? (on a side note) Mentions of #thinkPH Mentions of Robin Leonard + #thinkPH
  • Thank You!! www.allfamous.com Robin Leonard CEO, AllFamous Digital robin_allfamous robinleonard1
  • References §  http://www.lct-master.org/files/MullenSentimentCourseSlides.pdf §  http://www.slideshare.net/mcjenkins/how-sentiment-analysis- works#btnNext §  http://en.wikipedia.org/wiki/Sentiment_analysis §  http://mashable.com/2010/04/19/sentiment-analysis/ §  http://www.today.mccombs.utexas.edu/2010/04/do-you-make- buying-decisions-based-on-logic-or-emotion-a-tale-of-two-chickens §  http://adage.com/article/digital/mckinsey-finds-social-buzz-affect- sales-negatively/242039/