The document introduces the 'PR Agency' tool designed to provide quick sentiment analysis and buzz tracking for press releases without the high cost of traditional PR services. It outlines how the tool works, including web crawling for data, keyword analysis, and providing results based on user queries. The document also includes examples of dashboards and sentiment analysis for specific products, alongside references to external sentiment analysis APIs and open-source projects.

1. PR AGENCY
YOUR PERSONAL MARKETING PR TOOL
Ranjan Baisak
Oct 2011

2. 2 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
PR AGENCY
Have you ever published a Press Release and wondered what
the buzz around it is?
Did you have to pay thousands of dollars to a PR agency to
track the sentiment of your competitor’s announcement?
Did you wish you could collect those sentiments about your
product, press release or an event announcement without
having to wait for days to collect that feedback..
Then the “PR Agency” tool is for you!!!

3. 3 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
HOW IT WORKS
Say you want to get buzz on the following announcement:
In Keynote Address, Juniper Networks Senior Vice President Rami Rahim to Discuss
Benefits of Programmable Networks in Solving the Key Challenges of Global Service
Providers.
Step 1: Crawl the web
to gather data
Crawl results from
Google, Twitter,
Discussion forums
& YouTube
Step 2: Analyze all crawl results
to determine key words
Keywords determined:
 Programmable Networks
 Network Flexibility
Step 3: Provide analyzed response
that best match your PR query
See results on next slides

4. 4 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
PRESS RELEASES – NEWS FEED
In Keynote Address, Juniper Networks Senior Vice President Rami Rahim to Discuss Benefits of
Programmable Networks in Solving the Key Challenges of Global Service Providers.
SUNNYVALE, Calif., Oct. 7, 2011
more sources…
Twitter
News
Discussion
Videos

5. 5 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
PRESS RELEASES – DISCUSSIONS FEED
In Keynote Address, Juniper Networks Senior Vice President Rami Rahim to Discuss Benefits of
Programmable Networks in Solving the Key Challenges of Global Service Providers.
SUNNYVALE, Calif., Oct. 7, 2011
Twitter
News
Discussion
Videos

6. 6 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
PRESS RELEASES – TWEETS
In Keynote Address, Juniper Networks Senior Vice President Rami Rahim to Discuss Benefits of
Programmable Networks in Solving the Key Challenges of Global Service Providers.
SUNNYVALE, Calif., Oct. 7, 2011
Twitter
News
Discussion
Videos

7. 7 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
PRESS RELEASES - VIDEOS
In Keynote Address, Juniper Networks Senior Vice President Rami Rahim to Discuss Benefits of
Programmable Networks in Solving the Key Challenges of Global Service Providers.
SUNNYVALE, Calif., Oct. 7, 2011
Twitter
News
Discussion
Videos

8. 8 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
Example:
PR Agency Dashboard for “Juniper”

9. 9 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
DASHBOARD(EVERYTHING ABOUT JUNIPER)
PRESS RELEASE PRODUCTS
SOCIAL MEDIA LATEST HAPPENINGS
FINANCE
SENTIMENT

10. 10 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
Example:
PR Agency Dashboard for “SRX products”

11. 11 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
PERSONALIZED DASHBOARD(PRODUCT: SRX
SERIES)
PRESS RELEASE(SRX SERIES) PRODUCTS (SRX SERIES)
SOCIAL MEDIA(SRX SERIES) LATEST HAPPENINGS(SRX SERIES)
FINANCE(JUNIPER)
SENTIMENT(ABOUT SRX SERIES)

12. 12 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
Example:
Sentiment Analysis

13. 13 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
EXAMPLE : SENTIMENT ANALYSIS ON QFX SERIES
Source: Twitter
Source: Twitter
Source: LinkedIn
Source: LinkedIn

14. 14 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
Example:
Customer-facing opportunity on juniper.net

15. 15 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
PR AGENCY
Say you are on our website at www.juniper.net and you’re
browsing the QFX Series product pages.
We can setup the PR Agency on the product page with the
following settings:
 Keywords: QFX, QFX Series, QFX3000, QFX3500, data center,
cloud
 Datasheets from: http://www.juniper.net/us/en/products-
services/switching/qfx-series/#literature
 Result: A managed view about QFX on the web. See results on
next pages.

16. 16 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
EXAMPLE: QFX SERIES
Twitter
Blogs
Discussion
Videos

17. 17 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
EXAMPLE: QFX SERIES
Twitter
Blogs
Discussion
Videos

18. 18 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
EXAMPLE: QFX SERIES
Twitter
Blogs
Discussion
Videos

19. 19 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
EXAMPLE: QFX SERIES
Twitter
Blogs
Discussion
Videos

20. 20 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
REFERENCES – COMMERCIAL API FOR SENTIMENT
ANALYSIS
Professional Sentiment Analysis APIs are attachable:
 Alchemy (http://www.alchemyapi.com/)
 Repustate (https://www.repustate.com/)
 SentiRate (http://sentirate.com/)
 TwitterSentiment (http://help.sentiment140.com/api)
 Viralheat (https://viralheat.com/)
Some posts about semantic analysis
 http://stackoverflow.com/questions/7820126/list-of-sentiment-
analysis-tools-and-apis
 http://stackoverflow.com/questions/1196133/seed-data-for-
sentiment-analysis
Some Open Source tools/Libraries for Sentiment analysis
 http://www.phpir.com/bayesian-opinion-mining

21. 21 Copyright © 2010 Juniper Networks, Inc. www.juniper.net
REFERENCE – OPENSOURCE PROJECTS
Some open source projects that would help analyzing twitter feeds
 OpinionRetrieval_Twitter
 This project deals with opinion retrieval in Twitter. And the dataset is
available. It contains 50 queries and 5000 judged tweets.
 http://sourceforge.net/projects/ortwitter/
 TopGun Twitter Analytics
 TopGun Twitter Analytics is an open source data warehouse for collecting
and analyzing Twitter topics. A topic is made up of one or more keywords.
 http://sourceforge.net/projects/topgun/
 Twitterids
 this is used to crawl twitter data
 http://sourceforge.net/projects/twitterids/
 twitter_pagerank
 The intention of this project is applying the PageRank algorithm on the
Twitter Network. Therefore we use various Common OpenSource Libraries.
 http://sourceforge.net/projects/twitterpagerank/