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#supplychain and Twitter Analytics

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Twitter Analytics for hashtag #supplychain. Considering Twitter and Twitter data for supply chain practice and research
Review of a research paper:
"Insights from hashtag #supplychain and Twitter Analytics: Considering Twitter and Twitter data for supply chain practice and research
Bongsug (Kevin) Chae
Department of Management, College of Business Administration, Kansas State University, United States
Received 1 March 2014, Accepted 28 December 2014, Available online 5 January 2015

Published in: Data & Analytics
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#supplychain and Twitter Analytics

  1. 1. Presented by: Dennis L. Kappen, Ph.D. Candidate, GAMER Lab, FBIT Twitter :3d_ideation Image Source: http://room214.com/social/getting-to-know-twitter-analytics
  2. 2. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 2 Image Source: http://cdn2.business2community.com/wp-content/uploads/2015/02/twitter-analytics.png.png Moving Product or Service > to Customer Supply Chain Management > SCM
  3. 3. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 3  Extracting intelligence  from 22,399 #supplychain tweets.  Framework  descriptive analytics (DA),  content analytics (CA) integrating text mining and sentiment analysis,  network analytics (NA)  Findings  Usage of supply chain tweets Image Source: http://cdn2.business2community.com/wp-content/uploads/2015/02/twitter-analytics.png.png
  4. 4. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 4  Introduction  Background  Framework  Research method (Results)  Discussion  Implications  Limitations and Future Work Image Source: https://media.licdn.com/mpr/mpr/AAEAAQAAAAAAAAQWAAAAJGE4ODJkOWY0LTVmYTctNDA5NC04ZDRkLWMwNWEwZWU5MzY1NQ.jpg
  5. 5. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 5
  6. 6. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 6  Slow growth in the usage of social media  Focus on:  product traceability data  geo-location and mapping data  supply chain visibility and intelligence Image Source: https://pharmapromotional.files.wordpress. com/2013/08/pharma_supply_chain_inform ation_flow.png
  7. 7. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 7  Access toTwitter data usingTwitter Application Programming Interface (API)  UnderstandTwitter within SCM context  Analyse: tweets, replies, and retweets Image Source: http://www.glitztechnology.com/images/twi tterapi-539x230.jpg
  8. 8. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 8  Research direction:  Tweet characteristics  Topics characteristics  User characteristics  Sentiment characteristics. Image Source: http://www.glitztechnology.com/images/twi tterapi-539x230.jpg
  9. 9. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 9  Twitter Firehoses are expensive  Analysis is expensive  Extract intelligence from the highly enriched and unstructured social media data
  10. 10. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 10  Framework:  Descriptive analytics (DA)  Content analytics (CA)  Network analytics (NA) Image Source: https://upload.wikimedia.org/wikipedia/com mons/b/b7/Lorimerlite_framework.JPG
  11. 11.  Descriptive analytics (DA)  Descriptive Statistics  Tweet metrics ▪ INTELLIGENCE extraction ▪ METRICS: number of tweets, word counts, @user per tweet, number of hashtags, etc. ▪ WHO tweets, replies, and retweets? ▪ WHICH URLs? 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 11 Image Source: http://wersm.com/wp- content/uploads/2013/11/twitter-analytics- 657x360.jpg
  12. 12.  Content analytics (CA)  Texts are unstructured  Text cleaning and processing  Information and opinions  Advanced text mining: sentiment analysis  TwitterAnalytics relies on automatic text processing techniques and algorithms 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 12 Image Source: http://www.contentanalyticsinc.com/about
  13. 13.  Network analytics (NA)  Users engage using@reply and retweet  Network topology ▪ Nodes (users) ▪ Edges (relationships)  Twitter data ▪ friendship network and @reply (or mention) network. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 13 Image Source: http://www.contentanalyticsinc.com/about
  14. 14.  Network analytics (NA)  Centrality analysis  Community analysis  Modularity analysis 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 14 Image Source: http://www.contentanalyticsinc.com/about
  15. 15. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 15
  16. 16. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 16
  17. 17. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 17
  18. 18.  500 million tweets/day (2015)  #supplychain 22,399 tweets  Script languages  Tweet Statistics  Original tweets (58%)  Retweets (28%)  @replies (14%) 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 18 Image Source: http://yogfitness.com/wp- content/uploads/2016/04/historical- tweets.jpg
  19. 19.  4313 unique users  Active users = original tweets + retweets+@replies  Visibility = @replies received + retweets received 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 19 Image Source: http://yogfitness.com/wp- content/uploads/2016/04/historical- tweets.jpg
  20. 20. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 20  Active users = original tweets + retweets+@replies  Visibility = @replies received + retweets received
  21. 21. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 21  One or more URLs = 89%  Active andVisible users include URLs in their tweets  Top URLs include:  companies' webpages  SCM online newspaper sites, and  articles about manufacturing leadership,  and Big Data.
  22. 22. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 22
  23. 23. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 23  3839 different hashtags appear 62,575 times
  24. 24. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 24
  25. 25. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 25 Exemplar tweets Sentiment This development is pretty exciting for me #supplychain #sustainability 3 (Positive) Samsung assures excellent working conditions in China. 〈http://t.co/9VcBIL1XAj #workingconditions #supplychain #responsiblesourcing #rtw〉 3 (Positive) Loving the feedback that I am getting on this report today! #supplychain 〈http://t.co/7DJaJFFl〉 3 (Positive) As parked 787 s multiply? Boeing cash drain worries grow 〈http://t.co/up6V9sBYbi #supplychain〉 -3 (Negative) CHaINA Magazine: Apple Finds Child Labor Abuses in Its Supply Chain – As the controversy regarding. 〈http://t.co/kt6MMXvng #SupplyChain〉 -3 (Negative) Walmart US Chief Says Sales are Suffering Because of Restocking Issues 〈http://t.co/xhpK4pYy3v #supplychain〉 -3 (Negative)
  26. 26. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 26 Exemplar tweets Sentiment CSR Investigation of #Apple #SupplyChain by #SACOM reveals continued #labor abuse throughout despite Apple's claims. 〈http://t.co/Cm0VYeTT94 #CSR〉 Negative Loving this Green Supply Chain infographic 〈http://t.co/M0spSUs6WG #supplychain #CSR #infographic @SCInsightsLLC〉 Positive IT Supply Chain Disruption a MajorThreat to Business from @forbes 〈http://t.co/raX48u4Zcw #supplychain #IT #analytics〉 Negative How @Sony strengthened its supply chain and added value 〈http://t.co/B0DTiWPAnm #GrnBz via @GreenBiz #IT #supplychain〉 Positive Logistics Could I expect to receive my parcel today? I doubt it. Another terrible experience from @Parcel2Go #expensive #supplychain #logistics Negative Great day @ #DalhousieUniversity! Excellent case study presentations by 16 teams. Join Careers in Motion @JDIcareers #logistics #supplychain Positive Risk With new #supplychain controls in place IKEA meatballs back after horsemeat scare 〈http://t.co/YKvYT1ov1H #risk〉 Negative
  27. 27. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 27  5447 Nodes = users  9238 edges = relationships (@reply)  Network diameter = 19  Average path length =5.82 Example: 6 nodes, 7 edges : StackOverflow
  28. 28. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 28 Image Source: http://image.slidesharecdn.com/socialnetw orkanalysis-100225055227- phpapp02/95/social-network-analysis-19- 638.jpg?cb=1385568277  Degree Centrality  In-degree  Out-degree
  29. 29. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 29  CentralityAnalysis (node-level)  Nodes connectedness  Community Analysis (network-level)  Network was sparsely distributed  Over 400 communities in the #supplychain network Image Source: http://www.compjournalism.com/wp- content/uploads/2012/11/centrality- measures.png
  30. 30. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 30Companies Industry Press Individual users
  31. 31. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 31 (Blondel et al., 2008)
  32. 32. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 32
  33. 33. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 33 Image Source: http://www.supplychain247.com/images/arti cle/a_portrait_of_the_supply_chain_manag er_wide_image.jpg  Topical  73% of #supplychain tweets contained two or more hashtags  Factors for information diffusion
  34. 34. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 34 Image Source: http://blog.mytmc.com/wp- content/uploads/2015/01/ConnectPorts.jpg  Topic Areas  Popular hashtags  Topics of interest
  35. 35. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 35 Image Source: http://http://erau.edu/- /media/images/shared/degrees/videos/worldwide/ master-of-science-in-logistics-and-supply-chain- management-source.png  Characteristics of users  Job or career services  SCM practitioners  Trade magazines  Active users vsVisible users  Users vsTweets
  36. 36. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 36 Image Sourcehttp://beta.www.hull.ac.uk/editor- assets/images/Logistics/supply.png  #supplychain had low sentiment  Major events influencing sentiments  Promotional tweets  Negative sentiment
  37. 37. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 37 Image Sourcehttp://beta.www.hull.ac.uk/editor- assets/images/Logistics/supply.png
  38. 38. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 38  Short data collection period  #supplychain vs keywords  Future work  Guidelines  Impact of social media on supply chain performance
  39. 39. 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 39  Research Methods section  Reporting Results  Themes in word analysis and sentiment analysis  No explanation of the evolution of these themes (inductive or deductive ?)
  40. 40. www.gamefulplay.ca Twitter :3d_ideation 12/12/2016 Dennis L. Kappen Twitter :3d_ideation 40 .com

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