The document summarizes a workshop on business applications of social network analysis that will take place on December 12, 2011 in Bangalore, India. The workshop will include paper presentations, two keynote speeches, and a banquet talk and dinner. It will be collocated with the International Multi-Conference on Society, Cybernetics and Informatics. The keynote speakers will discuss social network analysis and its business applications. Topics to be covered include social networks, computational social science, and using insights from social networks to inform business strategies.

1. Collocated with IMSAA 2011 on 12th December 2011 , 9:00 am – 5:00 pm
Venue: International Institute of Information Technology, Bangalore (I I I T-B)
(Opposite Infosys Gate No.: 1), 26/C Electronics City, Hosur Road,Bangalore 560 100, India
Homepage: http://www.basna.in
Registration: http://www.imsaa.org/register.html
Contact: basna.workshop@gmail.com
From To Agenda
8:00 AM 9:00 AM Registration, Breakfast
9:00 AM 9:15 AM BASNA Introduction (Room No. 134)
9:15 AM 11:15 AM Paper Session 1 (Room No. 134)
11:15 AM 11:30 AM Coffee Break
Keynote 1: Mr. Virendra Gupta, Huawei Technologies, India
11:30 AM 12:15 PM
(Room No. 106)
Keynote 2: Prof. Jaideep Srivastava, University of Minnesota, USA
12:15 AM 1:15 PM Business Applications of Social Network Analysis: A Computational
Perspective (Room No. 106)
1:15 PM 2:30 PM Lunch
Paper Session 2 (Room No. 134)
2:30 PM 4:30 PM
Paper Session 3 (Room No. 134)
4:30 PM 5:00PM Coffee Break
5:00 PM 6:30 PM Posters
6:30 PM 9:00 PM Banquet Talk (Room No. 106) followed by Dinner
Organizing Committee: Technical Program Committee:
• Avik Sarkar, IBM Software Group, India • Vineet Chaoji, Yahoo! Labs, India
• Roberto Dandi, Luiss Business School, Italy • Ramasuri Narayanam, IBM Research, India
• Suresh Bhagavatula, IIM Bangalore, India • Samit Paul, Intuit, India
• Marenglen Biba, University of New York, USA

2. Keynote Speaker Keynote Talk Title & Abstract
Business Applications of Social Network Analysis:
Prof Jaideep A Computational Perspective
Srivastava A social network is defined as a social structure of individuals, who are related (directly or
indirectly to each other) based on a common relation of interest, e.g. friendship, trust, etc.
University of The past few years have seen a tremendous growth in online social networking platforms,
from general purpose ones like Facebook and Google+ to special purpose ones like
Minnesota, USA LinkedIn (for business) and World of Warcraft (for multi-player gaming); as well as
platforms like Twitter that are difficult to classify. The enthusiasm with which society has
adopted these platforms is nothing short of amazing, with over 800 million users for
Facebook, over 40 million users for Google+ in just a few months, and over 100 million for
Gmail. From a usage perspective, over 50% of Facebook users log on every day
(http://www.facebook.com/press/info.php?statistics) spending an average of 14 minutes
per day (http://mashable.com/2010/02/16/facebook-nielsen-stats/ ), while an average
World of Warcraft player spends more than 4 hours per day, a truly surreal statistic! In
addition to connecting people worldwide, such platforms are providing an opportunity to
truly understand the psycho-sociological motivations for human behavior to a granularity
unprecedented in human history.
Social network analysis (SNA) is the study of social networks to understand their structure
and behavior. It has been an active field of research in the social and behavioral sciences,
and is rapidly generating a lot of interest in computer science, especially since new
computational techniques and tools are needed for the multi-terabyte datasets being
generated from online social networking platforms. This has led to a number of multi-
disciplinary projects, involving teams of behavioral scientists and computational scientists
working together, to develop novel methods and tools to explore the current limits of
behavioral sciences.
Findings from social and behavioral sciences, both theoretical and empirical, have found
applications in the business domain for a long time – including consumer marketing, brand
management, product positioning, public relations and image management, decision
making, team formation, process management, etc. Deeper insights from the new way of
doing social and behavioral sciences are leading to a rethink of all these functions.
Innovative companies like Amazon, Google, Facebook, and others are charting new paths.
This talk consists of three parts. First, we describe findings from the Virtual World
Observatory (http://vwobservatory.com/ ), a multi-institutional, multi-disciplinary project
which uses data from commercial multi-player games to study many fields of social
science, including sociology, social psychology, organization theory, group dynamics,
macro-economics, etc. Results from investigations into various behavioral sciences will be
presented. Second, we will present commercial examples to show how various business
functions are changing. Third, we will present some promising directions for businesses to
take, as well as researchers to explore.

3. Paper Session 1 – Chair: Dr. Avik Sarkar (Room No. 134)
M Saravanan (Ericsson R & D, India); Pravinth Samuel
1569525059 Route Detection and Mobility Based Clustering
V (IIT Madras, India); Pavan Holla (IIT Madras, India)
Crawlers for Social Networks & Structural Atul Saroop (General Motors R&D, India); Aditya R
1569523913
Analysis of Twitter Karnik (General Motors India Science Lab, India)
Examining the Evolution of Networks Based on Jiayun Zhao (University of Arizona, USA); Sudha Ram
1569520633
Lists in Twitter (University of Arizona, USA)
Connecting the dots: Retailer, User and Social Lekha Rao (IBM India Pvt. Ltd., India); Siddharth Ravi
1569526125
Sites Kanth Rao (IBM India Private Limited, India)
Paper Session 2 – Chair: Samit Paul (Room No. 134)
Community Formation in Social Networks Udaya Visweswara (IBM India Software Labs, India);
1569524663
based on Knowledge Quotient Sharath Chandra (IBM India Software Labs, India)
Kumar Subramani (LMU Munich, Germany);
Alexander Velkov (LMU Munich, Germany); Irene
Density-based community detection in social Ntoutsi (Ludwig-Maximilians University of Munich,
1569510343
networks Germany); Peer Kröger (Ludwig-Maximilians
University of Munich, Germany); Hans-Peter Kriegel
(Ludwig-Maximilians-Universität München, Germany)
Subhashini Venugopalan (IBM Research, India);
People and Entity Retrieval in Implicit Social Anuradha Bhamidipaty (IBM India Research Labs,
1569525349
Networks India); Suman Pathapati (IBM India Research Labs,
India)
Paper Session 3 – Chair: Prof Suresh Bhagavatula (Room No. 134)
Social Network Perspective on Innovation: A Srivardhini Jha (Indian Institute of Management,
1569510053
Review Bangalore, India)
Shailen Dalbehera (Indian Institute of Management
1569524275 External Social Capital of the Firm: A Review
Bangalore, India)