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How reputation managementbecame a big data challengeHugo ZaragozaCEO of Websayshugo.zaragoza@websays.com
• Reputation Management• Data• Websays
Reputation ManagementFrom a relaxed yearly Public Relations affair…to a 24h. data-crunching speed-of-lightbusiness.
(Modern) Reputation Management• Social media greatly boosts and expands the spectrum ofreputation risks.• Social media gre...
(Modern) Reputation Management• Social media is also an opportunity to turn reputationrisks into successful marketing camp...
(Modern) Reputation Management
Complex Heavily Interconnected Data
Complex Heavily Interconnected Data
13Size? Unknown& Growing…“Barcelona” or “BCN” : 3-5 millions per month
Psychology, not physics!• Data is generated by people’s mental states:– Humans generate, receive and re-send the data– The...
Example: Super-Influencersvs.“Everyone is an influencer?”• “Social Epidemics” are far from well understood.– Is it better ...
Data Veracity? Data Impact!• Measuring and weighting impactis more crucial than “veracity”• Impact:– How many people saw i...
Personal Online Rep. Management• People are active PORMS:– 46% of online adults have created social profiles– 57% of inter...
Privacy and the young…Contrary to the popular perception […] young adults are often morevigilant than older adults when it...
Personal Online Rep. ManagementMadden, M. & Smith, A. (2010). Reputation Management and Social Media.Pew Internet & Americ...
How oftencan youtrust…Madden, M. & Smith, A. (2010). Reputation Management and Social Media.Pew Internet & American Life P...
References[1] Pekka Aula, 2010. Social media, reputation risk and ambient publicity management.http://www.pgsimoes.net/Bib...
Example: Active Learning @ WebsaysLower BoundIn yourQuality / Confidence
• Websays Live Demo!
How Reputation Management Became a Big Data Challenge
How Reputation Management Became a Big Data Challenge
How Reputation Management Became a Big Data Challenge
How Reputation Management Became a Big Data Challenge
How Reputation Management Became a Big Data Challenge
How Reputation Management Became a Big Data Challenge
How Reputation Management Became a Big Data Challenge
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How Reputation Management Became a Big Data Challenge

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Title: How Reputation Monitoring became a Big Data challenge.
Bio:
Hugo Zaragoza is founding CEO at Websays, a start-up specializing in online reputation and opinion monitoring. Before this he worked in industrial research for over 10 years both at Yahoo! Research (where he led the Natural Language Retrieval group) and Microsoft Research. His research is at the frontier of machine learning and information retrieval, always pushing the boundaries of search engines and text mining technologies.

Published in: Technology, Business
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How Reputation Management Became a Big Data Challenge

  1. 1. How reputation managementbecame a big data challengeHugo ZaragozaCEO of Websayshugo.zaragoza@websays.com
  2. 2. • Reputation Management• Data• Websays
  3. 3. Reputation ManagementFrom a relaxed yearly Public Relations affair…to a 24h. data-crunching speed-of-lightbusiness.
  4. 4. (Modern) Reputation Management• Social media greatly boosts and expands the spectrum ofreputation risks.• Social media greatly accelerates the speed of the process.• Social media breaks traditional “containment walls”:– Reputation Management– Product Development– Customer Satisfaction• Titanic’s iceberg. More dangerous/critical than ever![1]
  5. 5. (Modern) Reputation Management• Social media is also an opportunity to turn reputationrisks into successful marketing campaigns– Public has become skeptical, hungry for genuine contentand emotion– Public is the media.• Increasing need toanticipate, detect, diagnose, monitor...• Big Data playing an increasing role!
  6. 6. (Modern) Reputation Management
  7. 7. Complex Heavily Interconnected Data
  8. 8. Complex Heavily Interconnected Data
  9. 9. 13Size? Unknown& Growing…“Barcelona” or “BCN” : 3-5 millions per month
  10. 10. Psychology, not physics!• Data is generated by people’s mental states:– Humans generate, receive and re-send the data– Their minds judge, confirm, disregard, deny, exaggerate,etc.• Despite much research, factors that govern this arelargely unknown.• Examples:– Models: Avalanche vs. Epidemics vs. Everyone– Fallacy of increasing evidence by dependent sources
  11. 11. Example: Super-Influencersvs.“Everyone is an influencer?”• “Social Epidemics” are far from well understood.– Is it better to hit a few very connected or many slightlyconnected?– How much does the content vs. the network matter?• Emotional factors may matter more than“number of followers”
  12. 12. Data Veracity? Data Impact!• Measuring and weighting impactis more crucial than “veracity”• Impact:– How many people saw it? (printed)– How many cared? (liked/disliked)– How many acted?(share, retwit, etc.)– How many changed mental state in the least?!
  13. 13. Personal Online Rep. Management• People are active PORMS:– 46% of online adults have created social profiles– 57% of internet users do PORM regularly using SEs– 38% have sought information about their friends– Young adults are most active and sophisticated PORMs. ✪• People are gaining control of what they share– Decreasing willingness to provide home addresses, phonenumbers…– Decreasing fear. ✪Madden, M. & Smith, A. (2010). Reputation Management and Social Media.Pew Internet & American Life Project.
  14. 14. Privacy and the young…Contrary to the popular perception […] young adults are often morevigilant than older adults when it comes to managing their onlineidentities71% of social networking users ages 18-29 have changed the privacysettings on their profile to limit what they share with others online.47% social networking users ages 18-29 have deleted comments thatothers have made on their profile% of Social Network Site uses that said “never trust social networkingsites”:18-29: 28% 30-49: 19% 50-61: 14%Madden, M. & Smith, A. (2010). Reputation Management and Social Media.Pew Internet & American Life Project.
  15. 15. Personal Online Rep. ManagementMadden, M. & Smith, A. (2010). Reputation Management and Social Media.Pew Internet & American Life Project.
  16. 16. How oftencan youtrust…Madden, M. & Smith, A. (2010). Reputation Management and Social Media.Pew Internet & American Life Project.But…many many“independent”Sources!
  17. 17. References[1] Pekka Aula, 2010. Social media, reputation risk and ambient publicity management.http://www.pgsimoes.net/Biblioteca/Social_media,.pdf[2] Robert G. Eccless, Scott C. Newquist, and Roland Schatz, ‘‘Reputation and its risks,’’ HarvardBusiness Review, Vol. 85, No. 2, 2007, pp. 104-114[3] http://socialmediasorted.com/what-is-a-social-media-manager/[4] Duncan Watts, 2011.Everything is Obvious * Once You Know the Answer: How Common SenseFails Us. http://everythingisobvious.com/the-book/[5] http://www.slideshare.net/EmergenceMedia/social-media-reputation-management-the-why-and-the-how-presentation/
  18. 18. Example: Active Learning @ WebsaysLower BoundIn yourQuality / Confidence
  19. 19. • Websays Live Demo!

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