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Web Reputation: Likes, Engagement & Sentiment

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Web Reputation: Likes, Engagement & Sentiment as one of my 2018-2019 lectures at the University of Bergamo. It's stimulus material, posted to improve communication with current students. It's not interesting for the academia.

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Web Reputation: Likes, Engagement & Sentiment

  1. 1. ITforTourismServices,UniBg2018-2019 WebReputation:Likes, Engagement&Sentiment WebReputation.Lecture06,October18,2018 imagecredittoextrapola,kaggle
  2. 2. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Today 01.Tuesday,Oct2 Some 25Years ofeTourism page2 02.Thursday,Oct4 Networks &SocialNetworks. WebPresence 04. Thursday, Oct11 Mobile,Smartphones, Wi-Fi,andApps 03.Tuesday, Oct9 Destinations, theIndustry, andPeer-To-Peer 06.Thursday, Oct18 WebReputation: Likes,Engagement &Sentiment 05.Tuesday, Oct16 Analytics,Insights, Cookies,andthe Disappearing Privacy 07. Tuesday, Oct23 Design:Content, Copyright &CreativeCommons WebReputation.Lecture06,October18,2018
  3. 3. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 What Are We Talking About Today? 1. Web Presence. A Recall 2. Reputation 3. Web Reputation 4. Free Tools 5. Professional Tools 6. Sentiment 7. Semantic Analysis WebReputation.Lecture06,October18,2018 page3
  4. 4. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Web Presence WebReputation.Lecture06,October18,2018 Wealreadyclarifiedthatthewebpresenceof,say,adestinationincludes 1. theofficialwebsiterunbythedestination 2. theaccountsofficiallyrun bythedestination onTripAdvisor,Facebook,etc. 3. whatotherpeoplewriteaboutthedestinationonthecommunitiesandthe socialnetworks. Aswewillsee,webreputationmostlydealswiththisthirdformofweb presence. page4
  5. 5. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 What We Control WebReputation.Lecture06,October18,2018 Thewebpresenceof,say,adestinationincludes 1. theofficialwebsiterunbythedestination 2. theaccountsofficiallyrunbythedestination onTripAdvisor,Facebook,etc. 3. whatotherpeoplewriteaboutthedestinationonthecommunitiesandthe socialnetworks. page5
  6. 6. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 What We Partially Control WebReputation.Lecture06,October18,2018 Thewebpresenceof,say,adestinationincludes 1. theofficialwebsiterunbythedestination 2. theaccountsofficiallyrunbythedestinationonTripAdvisor,Facebook,etc. 3. whatotherpeoplewrite aboutthedestinationonthecommunitiesandthe socialnetworks page6
  7. 7. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 What We Don’t Control WebReputation.Lecture06,October18,2018 Thewebpresenceof,say,adestinationincludes 1. theofficialwebsiterunbythedestination 2. theaccountsofficiallyrunbythedestination onTripAdvisor,Facebook,etc. 3. whatotherpeoplewrite aboutthedestinationonthecommunitiesandthe socialnetworks. Ifwewanttoimprove,oratleastdefend, ourreputation,wemustknowwhat other peoplewriteaboutusonthecommunitiesandthesocialnetworks. Butwhatisreputationabout? page7
  8. 8. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 What Is Reputation About? 1.Generallyspeaking,reputationishowsomething(orsomeone,orawebsite, oradestination...)isperceived. Forinstance,Blackberrywastheleadingmobilephonesystembeforethe iPhonewasintroduced. TheiPhonemadetheBlackberrytobeperceivedassomethingstiff,andtoo business-related(atoolforbusinessmen). 2.Reputationchangesintime. 3.Reputationimpliesacomparison. WebReputation.Lecture06,October18,2018 page8
  9. 9. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Web Reputation WebReputation.Lecture06,October18,2018 Accordingtoscholarsandmarketers, webreputationishowsomething(or someone,orawebsite,or –inour instance–adestination...)iscurrently perceivedintheworldofthesocial networks. Toevaluateourdestination’sreputation, itisimportanttomeasurehowmany posts,tweets,picturesorcomments havebeenpublishedaboutit. page9
  10. 10. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Engagement WebReputation.Lecture06,October18,2018 However,theimpactoftheseposts,tweetsetc.shouldbe considered, too. Forinstance,averybasicapproachtobeginthissortofmeasureis tolookatourdestination’s Facebookpages–boththeofficialone, andotherpagesthat clearlydealwithourdestination –and count howmanylikesthey’vegathered. Butthisisreallyabasicapproach.Morequestionsshouldbeasked! Aremostposts,tweetsetc.postedbythepagemanagers? Orare theymostlypostedbyother peoplewhoare engaged? Doposts,tweetsetc.startdiscussions,orremainunfollowed? page10
  11. 11. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Free Tools WebReputation.Lecture06,October18,2018 Thereareseveraltools–evenfree(ortemporarilyfree) tools–toknowwhatpeopleshareaboutourdestination ontheWeb,thecommunitiesandthesocialnetworks. Beware!Itisparticularlyimportanttoaskthesetoolsthe properquestions–basically,choosing whichkeywords adopttointerrogate thosetools. Supposeyouwanttokeeptrackofposts,picturesor comments aboutBergamoasadestination... You’llasktokeeptrackofkeywordslikeBergamo+ tourismand/or+visit+attraction+hotel+museum+etc. page11
  12. 12. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Google Alerts WebReputation.Lecture06,October18,2018 Afreetoolprovidingsocialmedia monitoringforbeginnersisGoogleAlerts. GoogleAlertsiseasytosetup,andallows monitoringtheWebforanynewcontent, andmentionsofwhatwe’reinterestingin, ourbrandand/orourcompetitors. BycreatingaGoogleAlert,we’llreceive e- mailnotificationseverytimeGooglefinds newresultsonatopicthatinterestsus acrossblogs,forumsandnewssites. page12
  13. 13. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Professional Tools WebReputation.Lecture06,October18,2018 Thereare,however,alsoprofessionaltools(onpayment)toknowwhatother peoplewriteaboutyouonthesocialnetworks. TrustYouisperhapsthemostreliableamongtheseprofessionaltools. TravelAppealisamorerecentItalianoptionofthekind. Toolslikethese scrapthesocialworld–aswellasTripAdvisor,Booking.com, Airbnb,andthelike–togatherallUserGeneratedContent. page13
  14. 14. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Sentiment WebReputation.Lecture06,October18,2018 Onceyou–ortoolslikeGoogleAlertsorTrustYou orTravelAppeal–havecollectedwhattheworld saysaboutyourdestination (posts,tweets, comments,etc.)inpubliconthesocialnetworks, youmayindividuatewhatsentimenttheworld hasexpressedaboutyourdestination. Theeasiestwaytodosoisreadinginperson theseposts,comments etc.,anddetermine yourselfwhether theirsentimentispositive, negativeorsimplyneutral. page14 imagecredittokaggle
  15. 15. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Semantic Analysis Veryoften,however,posts,commentsetc.are toomany.There’snotimeenoughtoreadthem allinperson. Naturallanguageinterpretationmaybeused. Butculturalfactors,linguisticnuancesand differingcontextsmakeitextremelydifficultto turnastringofwrittentextintoaclearproor consentiment. Let’sprovidesomeexamples... WebReputation.Lecture06,October18,2018 page15
  16. 16. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Sentiment Can Be Difficult To Identify… page16WebReputation.Lecture06,October18,2018
  17. 17. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Everything Is Clearly Ok, Here... page17WebReputation.Lecture06,October18,2018
  18. 18. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 … But Here A Mistake Is Made! page18WebReputation.Lecture06,October18,2018
  19. 19. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Sometimes Why “100%” Is Clear… page19WebReputation.Lecture06,October18,2018
  20. 20. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 … But Why Not “100%” Here, Too? page20WebReputation.Lecture06,October18,2018
  21. 21. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Destinations’ Reputation Measurement Theexamplesabovearetaken fromTravelAppeal,andrefer to afamilyaccommodation. Thewidermarketforweb reputationtoolsisinfactthe industry:hotels,B&Bs, restaurantsandthelike. Destinations’webreputation isamorecomplicatedsubject, infact. WebReputation.Lecture06,October18,2018 page21
  22. 22. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Today’s Key Points page22WebReputation.Lecture06,October18,2018 1. Reputation Is The Way People Or Things Are Perceived 2. Reputation Changes In Time 3. Reputation Implies A Comparison 4. There Are Tools That Help Measuring Web Reputation 5. Sentiment Is Less Easily Measurable 6. Natural Language Analysis Is Useful, Not Perfect 7. Destinations’ Reputation Is More Than Its Components’
  23. 23. ITforTourismServices,UniBg2018-2019ITforTourismServices,UniBg2018-2019 Thanks For Your Attention page23WebReputation.Lecture06,October18,2018 Picturefrom the2010 Workshop

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