Successfully reported this slideshow.
Your SlideShare is downloading. ×

Attensity Sentiment Symposium 2012 Presentation

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Upcoming SlideShare
War of the_worlds_worksheet
War of the_worlds_worksheet
Loading in …3
×

Check these out next

1 of 25 Ad

More Related Content

Viewers also liked (16)

Advertisement

More from Attensity (17)

Advertisement

Recently uploaded (20)

Attensity Sentiment Symposium 2012 Presentation

  1. 1. How  does  that  make  you  feel?     Social  sen6ment  analy6cs  in  2012   Catherine  H  van  Zuylen  
  2. 2. Who  the  heck  are  you?  ;-­‐)   A1ensity  is  in  the  business  of  making  social  media  truly   accessible  and  useful  for  the  enterprise.   We  process  millions  of  social  media  and  other   communica>ons  every  day,  including  the  full  Twi1er   firehose,  Facebook,  thousands  of  blogs,  forums,  and   review  sites,  along  with  surveys,  CRM  records,  etc.  
  3. 3. This  growth  in  social  media  has  led  to  renewed   interest  in  sen:ment   §  News  and  opinions  about  everything…   §  Products  –  phones,  cars,  food…   §  Services  –  cable  companies,  telcos…   §  Popular  culture  (TV,  film,  music)   §  Poli:cs   §  Everyone  is  trying  to  use  social  to  predict  (or  explain)   outcomes  –  and  “sen:ment”  plays  a  big  role  in  this  
  4. 4. “Sen:ment  Analysis”  used  to  be  simple     I  love  my  iPhone.     I  hate  brussels  sprouts.    
  5. 5. But  :mes  have  changed   5 5/9/12 l Footer
  6. 6. Rela:ve  Sen:ment     My  car  died.     I  bought  an  iPhone.  
  7. 7. Some:mes  nega:ve  sen:ment  isn’t  bad   7 5/9/12 l Footer
  8. 8. Posi:ve  feelings  about  actors  might  not  be  about   their  ac:ng   8 5/9/12 l Footer
  9. 9. Remember  when  “Document-­‐Based”  Sen:ment   Was  the  Standard?  
  10. 10. Compound  Sen:ment  is  the  New  Reality  
  11. 11. Ambiguity  and  new  uses  for  “nega:ve”  words   <-­‐  “Hate”  ends  up  being   posi6ve  about  the  singer   “holy  crap”  vs  “this  is  crap”  -­‐>   <-­‐  “amazing  as  f***”   11 5/9/12 l Footer
  12. 12. Small  change  in  voice  =  Big  change  in  meaning   Are  you  angry  about  the  way  Comcast  treated  you?  (Ques>on)   I  think  you  should  be  really  mad  about  this.  (Sugges>on)   If  someone  doesn't  call  me  back,  I'm  going  to  be  really  angry.  (Condi>onal)   I  was  really  mad  at  them,  but  then  they  offered  me  a  refund.  (Past)   I’m  not  angry  with  them;  I  just  want  them  to  help  me.  (Nega>on)   I  am  really  really  angry  about  this.  (Augment)   I’m  mad  at  them  AGAIN  because  they  keep  messing  up.  (Recur)  
  13. 13. Sen:ment  Scoring     I  LIKE  THAT(+1)    I  LOVE  THAT  (+3)   I  HATE  THAT  (-­‐3)    
  14. 14. Sen:ment  Scoring     I  REALLY  LIKE  THAT  (+2)   I  KINDA  LOVE  THAT  (??)  
  15. 15. Emo:cons  as  Sen:ment  and  Modifiers     Bought  an  iPhone  today  :-­‐D   I  just  love  Comcast  ;-­‐)    
  16. 16. Seems  Easy  But…   (^_^)
  17. 17. (;_;)
  18. 18. It’s  the  LiVle  Differences  
  19. 19. It’s  the  LiVle  Differences   Japanese  tend  to  use  emo:cons  with   expressive  eyes  and  a  neutral  mouth  ^_^  while   Americans  do  the  opposite  :)     Americans  oen  badly  misinterpret  the   meaning  assigned  to  popular  emo:cons  from   Japanese  culture    
  20. 20. And  accuracy  is  more  and  more  important.       Why?  
  21. 21. Rou:ng  applica:ons   Someone  ha>ng  you  needs  to  go  to  your  contact  center   Someone  ha>ng  your  compe>tor  might  be  a  sales  lead  
  22. 22. Forecas:ng  markets   Amalgamood
  23. 23. Forecas:ng  elec:ons  major  and  minor   23 5/9/12 l Footer
  24. 24. In  Summary   §  Think  about  what  your  goals  are   §  Make  sure  your  team  agrees  on  what  “sen:ment  analysis”  is…   or  agrees  to  disagree   §  What  are  you  going  to  do  with  the  data?   §  How  deep  do  you  need  to  go?   §  How  accurate  do  you  need  to  be?   24 5/9/12 l Footer
  25. 25. THANK  YOU   CATHERINE VAN ZUYLEN CVANZUYLEN@ATTENSITY.COM @CATEVZ

×