Web reputation monitoring systems

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High level requirements for web reputation monitoring systems: from a definition fo web reputation to requirements for a comprehensive web reputation monitoring framework

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Web reputation monitoring systems

  1. 1. Requirements for a Comprehensive and Automated Web Reputation Monitoring System: First Iteration* Luisa Mich SWSTE2012 - IEEE Int. Conf. on Software Science, Technology and Engineering DOI: 10.1109/SWSTE.2012.15
  2. 2. Outline Web reputation (WR): • definition and related concepts • why WR matters • monitoring WR Requirements for a WR systems • a three steps process Discussion and conclusion L. Mich - Requirements for a Web reputation monitoring system, Pg.2
  3. 3. Difficulty of elaborating the inputs to obtain aggregated and significan information: general data as the n. of occurency of a word is easy to obtain, more difficult is to intepret this info. Eg, counting people complaining of a specific problem is not enough without semantic L. Mich - Requirements for a Web reputation monitoring system, Pg.3
  4. 4. Reputation: definition is a fuzzy concept, and there are a variety of definitions a shared issue is that of how others view something or somebody: individual, company, organization, political party, country, tourist destination, etc. L. Mich - Requirements for a Web reputation monitoring system, Pg.4
  5. 5. Reputation and the Web Reputations has to do with your image: • depends on the characteristics of your products or services (intrinsic issues) • is related to how your products are perceived by the consumers (relational, communicative issues) L. Mich - Requirements for a Web reputation monitoring system, Pg.5
  6. 6. On-line vs. off-line reputation The Web is changing everything, especially User Generated Content (UGC), which contributes more and more to determine WR On-line communication offers new potentialities and introduces new risks • see, e.g., http://www.internetworldstats.com; http://www.theconversationprism.com/ L. Mich - Requirements for a Web reputation monitoring system, Pg.6
  7. 7. WR: The hell amplified e-word of mouth About TripAdvisor www.tripadvisor.com/pages/about_us.html TripAdvisor-branded sites make up the largest travel community in the world, with more than 50 million unique monthly visitors*, and over 60 million reviews and ... L. Mich - Requirements for a Web reputation monitoring system, Pg.7
  8. 8. WR: the heaven amplified eword of mouth • direct/social media marketing • real-time feedback Social Media Starfish, Scoble, Barefoot L. Mich - Requirements for a Web reputation monitoring system, Pg.8
  9. 9. Web reputation matters! determines the power of your brand and in turn the success (and survival) on the market … L. Mich - Requirements for a Web reputation monitoring system, Pg.9
  10. 10. Monitoring WR Reputation is a complex concept; WR is even more complex Challenges: • Competitors are a click away • Real-time content (e.g., Twitter) • Quick and large “influence” • (Very) large numbers involved L. Mich - Requirements for a Web reputation monitoring system, Pg.10
  11. 11. Monitoring WR: A first set of high level requirements 1.Identify the relevant online spaces to be monitored 2.Identify relevant items - posts, comments, reviews, mentions - in the selected spaces 3.Analyze and classify these items L. Mich - Requirements for a Web reputation monitoring system, Pg.12
  12. 12. Identifying online spaces There are a bunch of tools and online spaces; many referred to as Web 2.0: blog, wiki, social networking website, … The problem is getting worse with time Social networks and other social media evolution, and success are far from being understood and foreseeable; some pictures to illustrate these issues … L. Mich - Requirements for a Web reputation monitoring system, Pg.13
  13. 13. Ex: the italian province of Trentino for tourism, official B2C web site L. Mich - Requirements for a Web reputation monitoring system, Pg.14
  14. 14. Trentino as a tourism destination: Online Travel Agencies L. Mich - Requirements for a Web reputation monitoring system, Pg.15
  15. 15. Trentino as a tourism destination: review sites L. Mich - Requirements for a Web reputation monitoring system, Pg.16
  16. 16. Trentino as a tourist destination: blogs, social networks L. Mich - Requirements for a Web reputation monitoring system, Pg.17
  17. 17. Classification of the spaces From an organization’s point of view there are three kinds of spaces: • Official: Websites B2C, B2B, microsites • Semi-official: official presences with partial control, e.g., YouTube brand channel, fan pages on FB, corporate wikis, blogs … • Beyond the organization’s control: uncontrolled spaces, e.g., social networks, independent blogs, etc. L. Mich - Requirements for a Web reputation monitoring system, Pg.18
  18. 18. Identifying online spaces vs. the proposed classification Organizations are aware of those in the first two levels The problem of identification is critical for spaces in the third level Two possible approaches: • Bottom-up: from mentions to sources (brute-force approach) • Top-down: from strategies to sources (goal-driven approach) L. Mich - Requirements for a Web reputation monitoring system, Pg.19
  19. 19. Bottom-up approach Uses search engines or alert tools to look for those spaces in which the monitoree is mentioned; keywords related to the brand, name, geographical info Quick, easy, free, but difficult to apply for monitoree whose name are common (e.g., ‘mich’, ‘berry’, ‘post’, etc.), low efficiency, low precision L. Mich - Requirements for a Web reputation monitoring system, Pg.20
  20. 20. Top-down approach Based on the analysis of: • the monitored domain or sector • targeted markets • users’ profiles • company’s goals • data on the use of Web 2.0 spaces Complex, mainly manual L. Mich - Requirements for a Web reputation monitoring system, Pg.21
  21. 21. Guidelines Look in: • general-purpose social networks and social media due to their large audience • domain-related spaces, because customers use them • news web sites • …. L. Mich - Requirements for a Web reputation monitoring system, Pg.22
  22. 22. Guidelines (c’d) E.g., for a hotel • the most successful social networks; FB, TW, YT for many markets, but not for all • Review and online agencies’ sites, e.g. TripAdvisor and Expedia Very little support is given to the identification of spaces to be monitored L. Mich - Requirements for a Web reputation monitoring system, Pg.23
  23. 23. Identifying relevant items Not all the items on a monitored space are relevant (mentions) There can be a huge number of them Their identification is not easy: different languages, access rules, format, standard, style, structure, fraudulent posts, etc. Many tools are specialized, e.g., for Twitter L. Mich - Requirements for a Web reputation monitoring system, Pg.24
  24. 24. Example: RIM Web reputation L. Mich - Requirements for a Web reputation monitoring system, Pg.25
  25. 25. L. Mich - Requirements for a Web reputation monitoring system, Pg.26
  26. 26. Factors mitigating the risk to miss critical mentions Inter-connected sources (e.g., FB vs. TW) Viral spread of the items Null impact of many items: most tweets (70%)in Twitter are ignored L. Mich - Requirements for a Web reputation monitoring system, Pg.27
  27. 27. Analyzing and classifying the items Identification of the opinion of the author with respect to some topic, polarity: positive, negative or neutral (or other scales) Sentiment analysis, applying linguistic techniques of different complexities: computational linguistics, text analytics and natural language processing (NLP) L. Mich - Requirements for a Web reputation monitoring system, Pg.29
  28. 28. L. Mich - Requirements for a Web reputation monitoring system, Pg.30
  29. 29. Conceptual models of the content Which items are relevant and what is the user saying in each item? What is he or she speaking about? • We propose to (semi-automatically) develop conceptual models of the content (semantic annotation) Concepts are used to define concepts - drivers - and their characteristics L. Mich - Requirements for a Web reputation monitoring system, Pg.31
  30. 30. Example: conceptual model for WR monitoring of a tourism destination L. Mich - Requirements for a Web reputation monitoring system, Pg.32
  31. 31. Characteristics for one of the drivers: museum DOMINIO LINE – MUSEI ED ISTITUZIONI PRODUCT - EVENTI FEATURE – PART - MICROEVENTI QUALITA’ CULTURATURISMO IN TRENTINO MART (Competitor: MUSEO MADRE NAPOLI, GAM TORINO, MUSEO DI ARTE CONTEMPORANEA BASILEA, MUSEION BOLZANO GUGGENHEIM BILBAO, MOMA NY) MUSE (Competitor: ACQUARIO DI GENOVA, DEUTSCHES MUSEUM MONACO,NEMO OLANDA) GALLERIA CIVICA TRENTO (Eventuali Competitor) CASTELLO BUON CONSIGLIO (Eventuali Competitor) ELENCO DEI PRINCIPALI MUSEI TRENTINI (Con Eventuali Competitor): MUSEO GUERRA ROVERETO CASA D’ARTE FUTURISTA DEPERO MUSEO DELL’AERONAUTICA CAPRONI MUSEO USI COSTUMI GENTE TRENTINA MUSEO CIVILTA’ SOLANDRA MUSEO STORICO TRENTINO MUSEO RETICO SAN ZENO ARTE SELLA FORTE BELVEDERE MUSEO CIVICO ROVERETO MUSEO PIANOFORTE ALA MUSEO DIOCESIANO VILLALAGARINA LE VARIE MOSTRE MICROEVENTI: CONFERENZE, TESTIMONIAL, VERNISSAGE COSTI ACCESSIBILITA’: PARCHEGGI, NAVETTE, COLLEGAMENTI VARI, DISVERSAMENTE ABILI LOCATION EDIFICIO ESTETICA ALLESTIMENTO CONTENUTI FLESSIBILITA’: ORARI SERVIZI ACCESSORI: BOOK SHOP, CATALOGHI, RISTORANTE VARIETA’ DELL’OFFERTA – SELEZIONE DIVERTIMENTO, INTRATTENIMENTO L. Mich - Requirements for a Web reputation monitoring system, Pg.33
  32. 32. Other requirements Let’s go back to the concepts related to reputation: quality, judgment, and people to look for other requirements Quality comes in different types! For each of them, the company had a gap to fill in L. Mich - Requirements for a Web reputation monitoring system, Pg.34
  33. 33. Different types of Quality Quality Expected Designed Delivered (issued) In use Perceived Unexpected (latent) the quality users wait for to satisfy their needs the quality the company has planned to offer to the user result of the transposition ‘design’ into a product or service perceived by the user in specific use contexts quality users believe have received as compared to expectations satisfies needs new to users L. Mich - Requirements for a Web reputation monitoring system, Pg.35
  34. 34. Innovation Re-design Improve usabilty Communication strategy L. Mich - Requirements for a Web reputation monitoring system, Pg.36
  35. 35. Other requirements (c'd) People: concepts related to needs of a WR system able to use gathered data to support CRM (Customer Relationship Management) at two levels: • operational, often related to complain management • analytical, to support decision making L. Mich - Requirements for a Web reputation monitoring system, Pg.37
  36. 36. Existing tools and systems Alert tools, keyword based; send email messages to inform of the publication of an item; free; low recall and precision • Google Alerts, Yahoo Alerts, SocialMention, TweetBeep Reputation analysis systems: • Collect and analyze items from the Web, giving information on the sentiment; some include competitors L. Mich - Requirements for a Web reputation monitoring system, Pg.38
  37. 37. Existing tools and systems (c’d) • Give qualitative and quantitative ouput, using dashbords or other visualition tools • Many are domain or industry dependent, e.g. ReviewPro for hotel reviews; work on different languages; have different versions starting from a free basic one; work for a given Website, e.g., ReviewMetrix for TripAdvisor, or type of sites, e.g. blog, BlogPulse L. Mich - Requirements for a Web reputation monitoring system, Pg.39
  38. 38. Other systems worth to be mentioned Norton: a reputation based security system; documents! Directorate of Tourism Milan: a large project, impact of events (e.g. soccer vs. fashion) Cream: exploits a full NLP system Tools to identify untrue posts: see projects at Waterloo University L. Mich - Requirements for a Web reputation monitoring system, Pg.40
  39. 39. None of the existing systems, to the best of our knowledge: • supports conceptual modeling for initializing WR monitoring, that could be based on systems like Cerno (TXL rules) • classifies mentions according to the quality types L. Mich - Requirements for a Web reputation monitoring system, Pg.41
  40. 40. Other challenges Integrating the WR system into the company Information System Addressing the ethics issues: WR vs. censorships Teaching the importance of WR Dissemination of best practices for WR especially among smallmedium companies, and individual L. Mich - Requirements for a Web reputation monitoring system, Pg.42
  41. 41. Conclusions We have identified a set of requirements to improve existing WR systems or to design an integrated platform supporting WR management beyond reputation intelligence and sentiment analysis Some of these requirements are innovative, as none of the existing systems does satisfy them L. Mich - Requirements for a Web reputation monitoring system, Pg.43
  42. 42. Open questions and future work We have almost completed the requirements identification step We are planning the next steps of our research, looking for ideas, partnerships, funds ☺ L. Mich - Requirements for a Web reputation monitoring system, Pg.44
  43. 43. Discussion High level requirements (partially) validated in real projects Trentino, dolomiti, val di fassa L. Mich - Requirements for a Web reputation monitoring system, Pg.45
  44. 44. Credits Have collaborated in the cited WR research: Nicola Zeni, Nadia Kiyavitskaya, Michela Defrancesco, Andrea Casagrande, Cogito, VisitTrentino, and other members of the eTourism research group of the University of Trento Many anonymous, volunteer and non volunteer, and unaware users publishing on the Web L. Mich - Requirements for a Web reputation monitoring system, Pg.46

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