ESWC 2014 Tutorial part 1

262 views

Published on

ESWC 2014 Tutorial part 1
http://tutorials.oeg-upm.net/socialweb/

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
262
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

ESWC 2014 Tutorial part 1

  1. 1. Social Web: Where are the Semantics? ESWC 2014 Miriam Fernández, Victor Rodríguez, Andrés García-Silva, Oscar Corcho Ontology Engineering Group, UPM, Spain Knowledge Media Institute, The Open University
  2. 2. Outline 2 •  Part 1: Understanding Social Media –  Theory: background & applications described in this tutorial –  Hands on: data extraction from Twitter and Facebook •  Part 2: Using semantics to represent data from SNS –  Theory: Using SW to represent content, users and relations –  Hands on: applying and extending SIOC •  Part 3: Using semantics to understand social media conversations –  Theory: Using semantics to understand topics in social media –  Hands on: using LDA to extract topics from social media •  Part 4: Using semantics to understand user behaviour
  3. 3. What are SNS? ESWC 2014 Social Web: Where are the Semantics? 3
  4. 4. Internet SNS Facebook, Twitter, Wikipedia, YouTube, … •  Highly popular communities used world wide by millions of users
  5. 5. Business SNS ESWC 2014 Social Web: Where are the Semantics? 5 IBM Connections, SAP Community Network, Sephora Beauty Talk, ResearchGate, Yammer •  Smaller and less famous (open and closed) communities addressing particular geographic regions, specific user groups or niche interests thrive on the Web.
  6. 6. Business SNS: IBM Connections •  Represents the use case of a business community for employees –  Discuss /curate information among IBM members –  Collaborate and cultivate the social network within the company
  7. 7. Business SNS: SAP Community Network SAP Community Network •  Collection of SAP forums in which users discuss: –  Software development –  SAP Products –  Usage of SAP tools •  Points system for awarding best answers –  Enables development of user reputation ESWC 2014 Social Web: Where are the Semantics? 7 020060010001400 PostCount 2004 2005 2006 2007 2008 2009 2010 2011
  8. 8. Business SNS: ROHub (for researchers) •  http://www.rohub.org/rodl/ –  Researchers like sharing –  They can annotate their papers and Research Objects –  And generate communities •  Other similar systems –  myExperiment –  ResearchGate ESWC 2014 Social Web: Where are the Semantics? 8
  9. 9. Internet SNS applied to Business: Yammer •  Also known as Enterprise Social Networks •  Facebook-like interactions –  Users are familiar to the SNS, so no learning curve –  Less formal method to get content –  No work hierarchies involved ESWC 2014 Social Web: Where are the Semantics? 9
  10. 10. Other Internet SNS applied to Business •  We use it for the OEG research group –  A combination of Blogger, Google+ and Youtube –  Old-fashioned Knowledge Management made with new tools ESWC 2014 Social Web: Where are the Semantics? 10
  11. 11. Why is it important to analyse data from SNS? ESWC 2014 Social Web: Where are the Semantics? 11
  12. 12. Because we work on it and think that it is important ESWC 2014 Social Web: Where are the Semantics? 12 An obvious answer…
  13. 13. Government Applications •  Despite the existence of many eGoverment tools, citizens expose their opinions about policy related topics via social media •  Create models and tools to help the policy makers optimise their interaction with the public in SNS ESWC 2014 Social Web: Where are the Semantics? What do citizens in London think about me? What are the policies and topics US citizens are more concerned with? Which are the most active users and discussions at the moment about the crisis in Europe?
  14. 14. Government applications: transport (MetroMadrid) •  Metro de Madrid (one-way communication channel) –  Official Twitter account: @metro_madrid –  Unofficial “complaint” accounts: •  @SufridoresMetro •  @InformerMetroMa ESWC 2014 Social Web: Where are the Semantics? 14
  15. 15. Government applications: transport (EMT and Rodalies) •  EMT and Rodalies (two-way communication channel) –  @EMTmadrid, @EMTincidencias –  www.rodalia.info ESWC 2014 Social Web: Where are the Semantics? 15
  16. 16. Government applications: London riots and 15M ESWC 2014 Social Web: Where are the Semantics? 16 Source: http://datanalysis15m.wordpress.com/author/15mdata/
  17. 17. Educational Applications: OUSocial 17 Behaviour   Analysis   Sen1ment     Analysis   Topic   Analysis   Course  tutors   Real  1me   monitoring   •  How  are  opinion  and   sen1ment  towards  a  course   evolving?   •  Who’s  providing  posi1ve/ nega1ve  support?   •  What  topics  are  emerging?   How  they  change  over1me?     •  Do  students  get  the  answers   and  support  they  need?     •  Which  students  are  likely  to   drop  out?     •  Many FB groups exist for students of OU courses •  Created and used by students to discuss and share opinions on courses and get support
  18. 18. Educational applications: What about MOOCs? •  Importance of engagement to make it successful for as many students as possible ESWC 2014 Social Web: Where are the Semantics? 18 Source: The Ed Techie (http://nogoodreason.typepad.co.uk/)
  19. 19. Mass Media Applications: The Second Screen ESWC 2014 Social Web: Where are the Semantics? 19
  20. 20. Leisure Applications •  Personalised recommendations at LikeCube –  You like what people like you like –  Taste neighbours –  When you visit Paris how do you find out what to do? –  Challenges •  Unify accounts in different SNSs: Facebook, Yelp, TopTable, etc. ESWC 2014 Social Web: Where are the Semantics? 20
  21. 21. Leisure Applications •  Locating in time Tweets referring to an event (e.g. a show in London) ESWC 2014 Social Web: Where are the Semantics? 21 Before (expectation) After (opinion) (advertising / others) With…
  22. 22. Business Applications •  Identifying risks and opportunities in business online communities –  Which analyses reflect the status/health of an online community? –  How these analysis can be used as part of the decision making process of community owners and managers? ESWC 2014 Social Web: Where are the Semantics? 22 Many businesses provide online communities to Increase loyalty Raise brand awareness Spread word-of- mouth Idea generation Significant Investment!!
  23. 23. Business Applications •  Advertising company scrutinizing the online social media ESWC 2014 Social Web: Where are the Semantics? 23
  24. 24. Why is it important to use semantics for analysing SNS data? ESWC 2014 Social Web: Where are the Semantics? 24
  25. 25. Data Integration •  Social Networking Sites are like data silos –  Many isolated communities of users with their data •  The same user can participate in different SNS / communities –  ocorcho, oscar.corcho, ocorcho76, +Oscar •  The same topic can be discussed in different SNS / communities –  Need ways to connect them ESWC 2014 Social Web: Where are the Semantics? 25 Source: John Breslin: The Social Semantic Web: An Introduction http://www.slideshare.net/Cloud/the-social-semantic-web-an-introduction
  26. 26. Data Unification •  Each SNS contains data in a different formats (heterogeneity) –  Difficult to access information in a unified way across SNS –  Real and emergent need •  To develop portable analysis models •  To allow users to access their data uniformly across SNS •  To allow automatic data portability from one SNS to another one ESWC 2014 Social Web: Where are the Semantics? 26
  27. 27. Data Interpretation •  Data -> information -> knowledge –  Find ways in which machines can interpret social media contents •  Better Information Retrieval •  Better Recommendation ESWC 2014 Social Web: Where are the Semantics? 27
  28. 28. Outline 28 •  Part 1: Understanding Social Media –  Theory: background & applications described in this tutorial –  Hands on: data extraction from Twitter and Facebook •  Part 2: Using semantics to represent data from SNS –  Theory: Using SW to represent content, users and relations –  Hands on: applying and extending SIOC •  Part 3: Using semantics to understand social media conversations –  Theory: Using semantics to understand topics in social media –  Hands on: using LDA to extract topics from social media •  Part 4: Using semantics to understand user behaviour

×