Dialogue Earth
Mining Social Media
        Tom Masterman
 Institute on the Environment




  2010 Communicators Forum Conf...
Agenda

    • My background
    • Importance of social media data
    • Types of social media mining
    • Dialogue Earth’...
My Background

    • Strategy, content creation & analytics
    • 10+ years in media
    • Writer/producer at Boston TV st...
Importance of Social Media Data
Importance of Social Media Data

    • My broad definition of “social media”: Anywhere on
     the Internet where users par...
Importance of Social Media Data

    • Most important application:   Data helps you determine
      if social media is imp...
Dramatic Social Media Growth Montage




    Mashable.com, 02.04.10




7
                             http://greatlaker.fi...
Insecure Social Media ROI Montage


                       Econsultancy.com, 02.23.10




                Mashable.com, 10...
Importance of Social Media Data

    • Things I’m confident about:
      •   Social media is likely to grow in importance
 ...
Types of Social Media Mining
Types of Social Media Mining

     • Quantitative. Engagement, actions, CONVERSION.
     • Qualitative. Attitudes, intenti...
Quantitative Social Media Mining

     • Traffic. Visitors, visits, views, time spent, visits/visitor,
       page views/vi...
Quantitative Social Media Mining

     • Free traffic tools: Google Analytics,Yahoo! Analytics
     • Paid traffic tools: We...
Quantitative Social Media Mining
                        Google Analytics
                         •   Traffic Sources repo...
Quantitative Social Media Mining
                          ow.ly, bit.ly reporting
                            •   Clicks ...
Quantitative Social Media Mining
                                                                                     Face...
Quantitative Social Media Mining
                       YouTube Reporting
                        •   Views, comments,
   ...
Qualitative Social Media Mining

     • Site identification. Where are people talking about your
       brand?

     • Auth...
Qualitative Social Media Mining

     • Focused on sites: uberVU, Backtype
     • Focused on influence: Klout, Twitter Grad...
Qualitative Social Media Mining
                    uberVU
                     •   Learn top sites where topic &
        ...
Qualitative Social Media Mining
                        Backtype
                         •   Similar to uberVU, browse
  ...
Qualitative Social Media Mining
                     Klout
                      •   Based on a keyword
                  ...
Qualitative Social Media Mining
                        Twitter Grader
                         •   Search Twitter users
 ...
Qualitative Social Media Mining
                     Technorati
                      •   Based on a keyword
             ...
Qualitative Social Media Mining
                          Tweetfeel
                           •   Get the sentiment
     ...
Qualitative Social Media Mining
                          Twitter Sentiment
                           •   Similar to Twee...
Qualitative Social Media Mining
                       Social Mention
                        •   Learn top sites where to...
Dialogue Earth’s Work
Dialogue Earth’s Work

     • What is Dialogue Earth?
       •   Program at the U of M’s Institute on the Environment

   ...
Dialogue Earth’s Work

                   • Background:       Polarized debate over environmental
                        ...
Dialogue Earth’s Work

     • Mission:  Increase shared understanding on topics
       related to the environment


     •...
Dialogue Earth’s Work

     • Analyzing social media dialogue
       •   Mine sites for topics related to the environment
...
Dialogue Earth’s Work

     • Mining sites for environmental topics
       •   Extracting data via free APIs
           • ...
Dialogue Earth’s Work
                    Twitter Search API
                     •   Filtered on “global
                ...
Dialogue Earth’s Work

     • Mining sites for environmental topics
       •   Using Yahoo! Pipes and Google News to creat...
Dialogue Earth’s Work

                 • Modeling the drivers of dialogue




     News Media Coverage                   ...
Dialogue Earth’s Work

     • Modeling the drivers of dialogue
       •   Analysis: How correlated are global warming twee...
Dialogue Earth’s Work

     • Developing an accurate sentiment analysis engine
       •   Sentiment: attitude, opinion, em...
Dialogue Earth’s Work

         • Developing an accurate sentiment analysis engine
            •    There is tremendous po...
Dialogue Earth’s Work

     • Developing an accurate sentiment analysis engine
       •   Focusing on Twitter sentiment, t...
Dialogue Earth’s Work

     • Some issues coding +/- for a tweet
       •   Sarcasm:


       •   News headlines:


      ...
Dialogue Earth’s Work

     • Our approach to improving +/- sentiment
       •   Combine a best-of-breed computer algorith...
Dialogue Earth’s Work

     • Moving beyond +/-, to answer questions
       •   Business leaders, marketers and researcher...
Dialogue Earth’s Work

     • Moving beyond +/-, to answer questions


                                   Harris Interacti...
Dialogue Earth’s Work

     • Moving beyond +/-, to answer questions
       •   Current work: Analyzing tweets to infer an...
Dialogue Earth’s Work

     • Early results
       •   Eight rounds of coding
       •   First iteration of a codebook
   ...
Dialogue Earth’s Work

          • Producing summaries and visualizations
              •   Future Work: Create white pape...
What You Can Do Today
What You Can Do Today

     1. Install Google Analytics
     2. Search the buzz for your industry at Social Mention
     3...
Questions?
       Tom Masterman
Institute on the Environment

     E-mail: maste078@umn.edu
      Twitter: @tommasterman

...
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Dialogue-Earth:-Mining-Social-Media

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Social media mining presentation by Tom Masterman of the Institute on the Environment, given at the University of Minnesota's Communicators Forum Conference, 05.13.10.

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Dialogue-Earth:-Mining-Social-Media

  1. 1. Dialogue Earth Mining Social Media Tom Masterman Institute on the Environment 2010 Communicators Forum Conference University of Minnesota 05.13.10
  2. 2. Agenda • My background • Importance of social media data • Types of social media mining • Dialogue Earth’s work • What you can do today 2
  3. 3. My Background • Strategy, content creation & analytics • 10+ years in media • Writer/producer at Boston TV station • Ran analytics at Internet Broadcasting • Associate Director, Dialogue Earth at IonE • Communication degree, M.B.A. 3
  4. 4. Importance of Social Media Data
  5. 5. Importance of Social Media Data • My broad definition of “social media”: Anywhere on the Internet where users participate in content creation and sharing, including... • Blogs • Microblogs (Twitter) • Social networks (Facebook) • Forums • Video sharing (YouTube) • Image sharing (Flickr) • Social bookmarking (Digg) • Mainstream media (comments on NYTimes) 5
  6. 6. Importance of Social Media Data • Most important application: Data helps you determine if social media is important to your business, relative to other... • Marketing channels • PR efforts • Revenue streams • Expenses • Ways your employees spend time • Direct competitors • Indirect competitors 6
  7. 7. Dramatic Social Media Growth Montage Mashable.com, 02.04.10 7 http://greatlaker.files.wordpress.com/2008/05/surprised_baby_2.jpg
  8. 8. Insecure Social Media ROI Montage Econsultancy.com, 02.23.10 Mashable.com, 10.13.09 8 http://sabrechaser.files.wordpress.com/2009/04/nervous-woman.jpg
  9. 9. Importance of Social Media Data • Things I’m confident about: • Social media is likely to grow in importance • Meaningful applications of social media data: • Identifying opinion leaders • Insights into what your customers know and feel • Awareness of potential PR problems 9
  10. 10. Types of Social Media Mining
  11. 11. Types of Social Media Mining • Quantitative. Engagement, actions, CONVERSION. • Qualitative. Attitudes, intentions, SENTIMENT. 11
  12. 12. Quantitative Social Media Mining • Traffic. Visitors, visits, views, time spent, visits/visitor, page views/visit... • Participation. Followers, fans, friends, posts, comments, likes, shares, sign-ups... 12
  13. 13. Quantitative Social Media Mining • Free traffic tools: Google Analytics,Yahoo! Analytics • Paid traffic tools: WebTrends, Omniture • Social media participation reporting: ow.ly / bit.ly, Facebook Insights,YouTube 13
  14. 14. Quantitative Social Media Mining Google Analytics • Traffic Sources report to see which social media sites are driving visits • Top Content report to see which specific elements are converting 14
  15. 15. Quantitative Social Media Mining ow.ly, bit.ly reporting • Clicks on your posted (url-shortened) links • Location of the conversion • Content clicked on 15
  16. 16. Quantitative Social Media Mining Facebook Insights • Interactions • Comments • Wall posts • Likes • Demographics • Geographical http://www.insidefacebook.com/wp-content/uploads/2009/05/newinsights1.png 16
  17. 17. Quantitative Social Media Mining YouTube Reporting • Views, comments, favorites, ratings • Event timeline 17
  18. 18. Qualitative Social Media Mining • Site identification. Where are people talking about your brand? • Author influence. Who is talking about you and what is their social clout? • Text analysis. What is being said and is it positive or negative? 18
  19. 19. Qualitative Social Media Mining • Focused on sites: uberVU, Backtype • Focused on influence: Klout, Twitter Grader, Technorati • Focused on sentiment: Tweetfeel, Twitter Sentiment • A little bit of everything: Social Mention 19
  20. 20. Qualitative Social Media Mining uberVU • Learn top sites where topic & brand keywords are mentioned • Browse individual conversations 20
  21. 21. Qualitative Social Media Mining Backtype • Similar to uberVU, browse individual conversations (in news sites, blogs, Twitter) where your topic and brand keywords appear 21
  22. 22. Qualitative Social Media Mining Klout • Based on a keyword search, learn the most influential Twitter users • Detailed stats about the content they produce and who they influence 22
  23. 23. Qualitative Social Media Mining Twitter Grader • Search Twitter users to determine the most influential people • Timeline of their followers and following counts 23
  24. 24. Qualitative Social Media Mining Technorati • Based on a keyword search, learn who the blogging “authorities” are on a given topic or brand 24
  25. 25. Qualitative Social Media Mining Tweetfeel • Get the sentiment (positive or negative) of tweets containing keywords 25
  26. 26. Qualitative Social Media Mining Twitter Sentiment • Similar to Tweetfeel, get the sentiment (positive or negative) of tweets containing keywords • Look at trends over time • Reclassify tweets • Save queries to track trends 26
  27. 27. Qualitative Social Media Mining Social Mention • Learn top sites where topic & brand keywords are mentioned • Browse individual conversations • Learn the top users talking about various keywords 27
  28. 28. Dialogue Earth’s Work
  29. 29. Dialogue Earth’s Work • What is Dialogue Earth? • Program at the U of M’s Institute on the Environment • Started in October 2009 • Team includes experts in science, Web technology and social media, and U of M research assistants 29
  30. 30. Dialogue Earth’s Work • Background: Polarized debate over environmental topics, such as the existence, and importance of global warming Telegraph.co.uk, 11.20.09 Gore Beck Time.com, 12.17.09 Time.com, 02.10.10 30 Gore image: http://thebreakthrough.org/blog/2008/03/20/enviro%20gore.jpg Beck image: http://radicalrecruit.files.wordpress.com/2009/11/glenn_beck.jpg
  31. 31. Dialogue Earth’s Work • Mission: Increase shared understanding on topics related to the environment • Process: • Analyze social media dialogue current focus • Create relevant, trustworthy content • Establish a meaningful Web presence 31
  32. 32. Dialogue Earth’s Work • Analyzing social media dialogue • Mine sites for topics related to the environment • Model the drivers of dialogue • Develop an accurate sentiment analysis engine • Produce summaries and visualizations 32
  33. 33. Dialogue Earth’s Work • Mining sites for environmental topics • Extracting data via free APIs • Focused on Twitter Search API • Previous work done with NYTimes API • Investigating APIs for competing analytics tools 33
  34. 34. Dialogue Earth’s Work Twitter Search API • Filtered on “global warming” and “climate change” • User data includes: • Followers, following • Geo-location 34
  35. 35. Dialogue Earth’s Work • Mining sites for environmental topics • Using Yahoo! Pipes and Google News to create a custom news aggregator 35
  36. 36. Dialogue Earth’s Work • Modeling the drivers of dialogue News Media Coverage Social Media Activity Personal Experiences Social media image: http://www.webtricksbox.com/wp-content/uploads/socialmedia03.jpg 36 Blizzard image: http://media.mlive.com/grpress/news_impact/photo/blizzard-holland1jpg-5d978a3343bd6797_large.jpg Gas pump image: http://www.musclecarclub.com/petrol/free_gasoline_prices.jpg
  37. 37. Dialogue Earth’s Work • Modeling the drivers of dialogue • Analysis: How correlated are global warming tweet volume and severe weather? 37
  38. 38. Dialogue Earth’s Work • Developing an accurate sentiment analysis engine • Sentiment: attitude, opinion, emotion • Text analysis and social media mining disciplines are merging • Pricey and customizable: Radian 6, Clarabridge • Free, but limited: Social Mention, uberVU • Free and Twitter-focused: Twitter Sentiment, Tweetfeel 38
  39. 39. Dialogue Earth’s Work • Developing an accurate sentiment analysis engine • There is tremendous potential for new, powerful marketing intelligence • Plus, it’s really cool data! Facebook Gross National Happiness 39
  40. 40. Dialogue Earth’s Work • Developing an accurate sentiment analysis engine • Focusing on Twitter sentiment, there are two main issues we are addressing: • Accuracy of polarity (+/-) coding • Moving beyond +/- to answer specific questions 40
  41. 41. Dialogue Earth’s Work • Some issues coding +/- for a tweet • Sarcasm: • News headlines: • Irrelevance: 41
  42. 42. Dialogue Earth’s Work • Our approach to improving +/- sentiment • Combine a best-of-breed computer algorithm with a dedicated social media research team • Partnered with Twitter Sentiment creators • Dialogue Earth research team will: • Provide nuanced data for comparison • Highlight promising, new directions for the algorithm 42
  43. 43. Dialogue Earth’s Work • Moving beyond +/-, to answer questions • Business leaders, marketers and researchers want to answer specific questions: • Do consumers like my new product features? • What do potential voters think of my candidate? • Will moviegoers recommend my movie to friends? 43
  44. 44. Dialogue Earth’s Work • Moving beyond +/-, to answer questions Harris Interactive • Conducted traditional online survey of 2,500 adults • PLUS, teamed up with Clarabridge to analyze 240,000 blog and Twitter text items 44
  45. 45. Dialogue Earth’s Work • Moving beyond +/-, to answer questions • Current work: Analyzing tweets to infer answers to questions about environmental topics • Focusing on levers contributing to public concern about issues like global warming: • Does global warming exist? • Will it have negative impacts? • Are we accountable? • Are there effective solutions? 45
  46. 46. Dialogue Earth’s Work • Early results • Eight rounds of coding • First iteration of a codebook • Increased intercoder reliability scores • Summary analysis on thousands of tweets 46
  47. 47. Dialogue Earth’s Work • Producing summaries and visualizations • Future Work: Create white papers, data tables, graphs and multimedia to produce a “Pulse of the Planet” Drought Severity Twitter Maps NOAA / Weather Channel Bing Maps Time Lapsed Tweet Animation 47 blprnt.com
  48. 48. What You Can Do Today
  49. 49. What You Can Do Today 1. Install Google Analytics 2. Search the buzz for your industry at Social Mention 3. Determine your influencers at Klout 4. Search the sentiment of your brand at Twitter Sentiment 5. Set benchmarks based on your competition and your specific ROI needs 49
  50. 50. Questions? Tom Masterman Institute on the Environment E-mail: maste078@umn.edu Twitter: @tommasterman 2010 Communicators Forum Conference University of Minnesota 05.13.10
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