This document discusses using social network analytics to listen to customers and gain insights. It provides examples analyzing Twitter data about telecommunications companies in Greece and the US. Key topics and sentiment from the Twitter data are identified. Insights gained include large networks discussing social activities and advertisements while smaller networks discussed new products and technical problems. The tools and techniques described can provide competitive advantages through understanding customer needs, discussions, and satisfaction levels in the market.

1. Listening to the customers’ voice through social network analytics
Χρήστος Κουνάβης & Δρ. Διονύσιος Σωτηρόπουλος
15ο Συνέδριο InfoCom World
30/10/2013

2. The services
Social Network Analytics
Listen to the customer
Discover your market
Target your niche
Explore emerging opportunities
2/29
www.ismood.com
info@ismood.com
ismoodcom

3. The services
From data to knowledge
3/29
www.ismood.com
info@ismood.com
ismoodcom

4. The services
Actionable Intelligence
Immediacy
Competitive Intelligence
Brand Management
Market monitoring
4/29
www.ismood.com
info@ismood.com
ismoodcom

5. Greek Case
ü Example on Twitter Analysis
ü Collecting Real Time twitter data (30/09/2013 – 12/10/2013)
ü Keywords: cosmote, vodafone_gr, wind_hellas
5/29
www.ismood.com
info@ismood.com
ismoodcom

6. Greek Case: Sentiment Analysis
6/29
www.ismood.com
info@ismood.com
ismoodcom

7. Greek Case: Topic/Trend Detection
Topic #1
Keywords: πρωτοετείς, φοιτητές, προκήρυξη, υποτροφία
Sentiment per day
Tweets per day
7/29
“Προκήρυξη Υποτροφιών OTE-COSMOTE: Δώδεκα χρόνια δίπλα
στους πρωτοετείς φοιτητές: Είκοσι (20) υποτροφίες ύψους...
http://t.co/3o8ZEAxAC1”
www.ismood.com
info@ismood.com
ismoodcom

8. Greek Case: Topic/Trend Detection
Topic #2
Keywords: γρήγορα, πόσο, ξενερώνει, χώρα
Sentiment per day
Tweets per day
8/29
“Πιο γρήγορο από το 4G της COSMOTE είναι το πόσο γρήγορα
σε ξενερώνει αυτή η χώρα....”
www.ismood.com
info@ismood.com
ismoodcom

9. Greek Case: Topic/Trend Detection
Topic #3
Keywords: μόνο, γρήγορο, τελικά, πρωτογενές, νεοναζί
Sentiment per day
Tweets per day
9/29
“Tο μόνο πιο γρήγορο από το 4G της COSMOTE είναι τελικά η
κράτηση των νεοναζί... Και το πρωτογενές πλεόνασμα...”
www.ismood.com
info@ismood.com
ismoodcom

10. Greek Case: Sentiment Analysis
10/29
www.ismood.com
info@ismood.com
ismoodcom

11. Greek Case: Topic/Trend Detection
Topic #1
Keywords: κέρδισε, διπλές, προσκλήσεις, αγώνα, εθνικής
Sentiment per day
Tweets per day
11/29
“Κέρδισε και εσύ διπλές προσκλήσεις για τον αγώνα της Εθνικής
από το @sport24 & τη @Vodafone_GR”
www.ismood.com
info@ismood.com
ismoodcom

12. Greek Case: Topic/Trend Detection
Topic #2
Keywords: iphone, καταστήματα, απίστευτο
Sentiment per day
Tweets per day
12/29
“Φήμες θέλουνε το iPhone 5S στα ράφια των καταστημάτων της
Vodafone, Παρασκευή 18/10”
www.ismood.com
info@ismood.com
ismoodcom

13. Greek Case: Sentiment Analysis
13/29
www.ismood.com
info@ismood.com
ismoodcom

14. Greek Case: Topic/Trend Detection
Τrends not found!
14/29
www.ismood.com
info@ismood.com
ismoodcom

15. Greek Case: Knowledge based on the trends
Large network which discussed : Social activities, Advertisements
Small network which discussed : Social activities, New products
Limited network which discussed : Technical problems
15/29
www.ismood.com
info@ismood.com
ismoodcom

16. How?
ü Sentiment Analysis at the document, sentence, and aspect level.
ü Opinion Holder identification.
ü Opinion mining (find trends, trustworthy opinions, spam opinions, and fake reviews).
ü Social media analysis (Twitter, YouTube, Facebook, etc.) for product, brand, and people-related opinions.
16/29
www.ismood.com
info@ismood.com
ismoodcom

17. The tools
Beyond-SOTA machine learning algorithms providing superior performance and accuracy in:
ü Topic and group modeling
ü Text mining and summarization
ü Sentiment classification
17/29
www.ismood.com
info@ismood.com
ismoodcom

18. US Case
ü Example on Twitter Analysis
ü Collecting Real Time twitter data (11/02/2013 – 22/02/2013)
ü Keywords: at&t, verizon
18/29
www.ismood.com
info@ismood.com
ismoodcom

19. US Case: Sentiment Analysis
19/29
www.ismood.com
info@ismood.com
ismoodcom

20. US Case: Topic/Trend Detection
Topic #1
Keywords: commercial, kids, little, love, funny, new, guy
Sentiment per day
Tweets per day
20/29
“Nothing in this world is as precious as the kids in the AT&T
commercials. Nothing.”
www.ismood.com
info@ismood.com
ismoodcom

21. US Case: Topic/Trend Detection
Topic #2
Keywords: free, wifi, cloud, hate, customers, deal, offer, network
Sentiment per day
Tweets per day
21/29
“AT&T and WiFi provider The Cloud announce roaming
agreement http://t.co/39fR8LQV #WiFi @ATT #TheCloud by
@nirave”
www.ismood.com
info@ismood.com
ismoodcom

22. US Case: Topic/Trend Detection
Topic #3
Keywords: every, you, way, possible, single, person,
dear, frustrated
Sentiment per day
Tweets per day
22/29
“Dear AT&T I’m curious WHAT DID WE DO WRONG TO RECEIVE
SHITTY SERVICE”
www.ismood.com
info@ismood.com
ismoodcom

23. US Case: Sentiment Analysis
23/29
www.ismood.com
info@ismood.com
ismoodcom

24. US Case: Topic/Trend Detection
Topic #1
Keywords: phone, get, service, like, dont, fuck
Sentiment per day
Tweets per day
24/29
“This is why everyone needs VERIZON ! You’ll get service everywhere !”
www.ismood.com
info@ismood.com
ismoodcom

25. US Case: Topic/Trend Detection
Topic #2
Keywords: fios, lte, commercial, like, sale
Sentiment per day
Tweets per day
25/29
“I love FIOS actually, nvr had any prob with it knock on wood.”
www.ismood.com
info@ismood.com
ismoodcom

26. US Case: Knowledge based on the trends
Network which discussed : Advertisements, Support, Products
Network which discussed : Products, Network Infrastructure
26/29
www.ismood.com
info@ismood.com
ismoodcom

27. Gaining Competitive Advantage with Advanced Intelligence Tools
“How satisfied is my market?”
“What does my market need and discuss?”
27/29
www.ismood.com
info@ismood.com
ismoodcom

28. Our team
Founders
Chris
Kounavis
28/29
Academic Advisors
Anna
Kasimati
Dionysios
Sotiropoulos
www.ismood.com
George
Giaglis
info@ismood.com
ismoodcom
Konstantinos
Fouskas

29. Thank you!
Change Makers Tutorials – Let’s Learn And Change
www.ismood.com
ismoodcom
www.ismood.com
info@ismood.com
ismoodcom