Big Data for Big Results in Chinese Social Media
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A presentation made by our CEO, Dr. Mathew McDougall at the G20 Global Cafe in Brisbane (Australia) on November 13th 2014. His presentation clearly outlined the use of technology for determining online audience segmentation and and in the use for content planning purposes. Overall, the technological approaches through big data leads to more effective social media and content programs.
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Big Data for Big Results in Chinese Social Media
- 1. Presenter | Dr. Mathew McDougall | Founder & CEO, Digital Jungle BIG DATA FOR BIG RESULTS IN CHINESE SOCIAL MEDIA
- 2. WHAT IS BIG DATA? • Text/content mining • Natural Language Processing • Automatic summarization • Graph databases • Commitment to unsupervised learning.
- 3. I wanted a better way do social media and content marketing Basically, we could answer the questions about why and where we wanted to use content to develop online stories.
- 6. IMPORTANCE OF NLP • I’m inspired by the idea of machines learning from experience. • NLP is important for finding valuable information in noisy unstructured text.
- 7. What about this NLP stuff?
- 8. TOPICS AND CONTENT Once you can understand what is being discussed online you can make decisions about embedding new narratives or amplifying the existing topics.
- 9. COMMUNITY VISULISATION Visually mapping the community engagement and relationships provides ways to ‘see’ into the social data and further develop the social media program for effect.
- 10. LOCATION AND POSITION The geo-location of the discussions provide valuable information on spacial locations of the online social activity. Meaning, we can map the discourse between 1:1 or 1:many and this can be used to understand the community element of the online discussions.
- 11. SENTIMENT Another interesting element to the NLP analysis is the ability to derive sentiment from the online discussions. This allows the team to develop content and messages to support the aims of the content programs.
- 13. Thanks for listening to my talk! Please look up Digital Jungle on Twitter and LinkedIn! Twitter: www.twitter.com/digitaljunglecn LinkedIn: www.linkedin.com/company/digital-jungle
- 14. www.digitaljungle.com.au BEIJING | SHANGHAI | SYDNE Y | AUC KLAND