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New Directions in Social Media Tom Reamy Chief Knowledge Architect KAPS Group http://www.kapsgroup.com
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2 Agenda Introduction – Social Media and Text Analytics Deeper than Positive-Negative Building a Foundation for Social Media – Adding intelligence to BI, CI, and Sentiment New Dimensions for Social Media – New taxonomies – Cognitive Science of Emotion Applications – Expertise Analysis, Behavior Prediction, Crowd Sourcing – Integration with Predictive Analytics, Social Analytics Conclusions
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3 KAPS Group: General Knowledge Architecture Professional Services – Network of Consultants Partners – SAS, SAP, IBM, FAST, Smart Logic, Concept Searching – Attensity, Clarabridge, Lexalytics, Strategy – IM & KM - Text Analytics, Social Media, Integration Services: – Taxonomy/Text Analytics development, consulting, customization – Text Analytics Fast Start – Audit, Evaluation, Pilot – Social Media: Text based applications – design & development Clients: – Genentech, Novartis, Northwestern Mutual Life, Financial Times, Hyatt, Home Depot, Harvard Business Library, British Parliament, Battelle, Amdocs, FDA, GAO, etc. Applied Theory – Faceted taxonomies, complexity theory, natural categories, emotion taxonomies Presentations, Articles, White Papers – http://www.kapsgroup.comhttp://www.kapsgroup.com
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4 Introduction – Social Media & Text Analytics Beyond Simple Sentiment Beyond Good and Evil (positive and negative) – Social Media is approaching next stage (growing up) – Where is the value? How get better results? Importance of Context – around positive and negative words – Rhetorical reversals – “I was expecting to love it” – Issues of sarcasm, (“Really Great Product”), slanguage Granularity of Application – Early Categorization – Politics or Sports Limited value of Positive and Negative – Degrees of intensity, complexity of emotions and documents Addition of focus on behaviors – why someone calls a support center – and likely outcomes
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5 Introduction – Social Media & Text Analytics Beyond Simple Sentiment Two basic approaches: – Statistical Signature of Bag of Words – Dictionary of positive & negative words Beware automatic solutions – Accuracy, Depth Essential – need full categorization and concept extraction to get full value from social media Categorization - Adds intelligence to all other components – extraction, sentiment, and beyond Categorization/extraction rules – not just topical or sentiment Combination with advanced social media analysis Opens up whole new worlds of applications
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6 Text Analytics Foundation for Social Media Text Analytics Features Noun Phrase Extraction – Catalogs with variants, rule based dynamic Sentiment Analysis – Objects and phrases – statistics & rules – Positive and Negative Auto-categorization – Training sets, Terms, Semantic Networks – Rules: Boolean - AND, OR, NOT – Advanced – DIST(#), ORDDIST#, PARAGRAPH, SENTENCE Text Analytics as Foundation – Disambiguation - Identification of objects, events, context – Build rules based, not simply Bag of Individual Words
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Case Study – Categorization & Sentiment 7
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New Dimensions for Social Media New Taxonomies – Appraisal – Appraisal Groups – Adjective and modifiers – “not very good” – Four types – Attitude, Orientation, Graduation, Polarity – Supports more subtle distinctions than positive or negative Emotion taxonomies – Joy, Sadness, Fear, Anger, Surprise, Disgust – New Complex – pride, shame, embarrassment, love, awe – New situational/transient – confusion, concentration, skepticism Beyond Keywords – Analysis of phrases, multiple contexts – conditionals, oblique – Analysis of conversations – dynamic of exchange, private language 10
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New Applications in Social Media Expertise Analysis – Experts think & write differently – process, chunks – Categorization rules for documents, authors, communities Applications: – Business & Customer intelligence, Voice of the Customer – Deeper understanding of communities, customers – better models – Security, threat detection – behavior prediction, Are they experts? – Expertise location- Generate automatic expertise characterization Behavior Prediction–TA and Predictive Analytics, Social Analytics Crowd Sourcing – technical support to Wiki’s Political – conservative and liberal minds/texts – Disgust, shame, cooperation, openness 11
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12 New Applications in Social Media Analysis of Conversations – Techniques: self-revelation, humor, sharing of secrets, establishment of informal agreements, private language – Detect relationships among speakers and changes over time – Strength of social ties, informal hierarchies Combination with other techniques – Expertise Analysis – plus Influencers – Quality of communication (strength of social ties, extent of private language, amount and nature of epistemic emotions – confusion+) Experiments - Pronoun Analysis – personality types Essay Evaluation Software - Apply to expertise characterization – Model levels of chunking, procedure words over content
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13 New Applications in Social Media Behavior Prediction – Telecom Customer Service Problem – distinguish customers likely to cancel from mere threats Analyze customer support notes General issues – creative spelling, second hand reports Develop categorization rules – First – distinguish cancellation calls – not simple – Second - distinguish cancel what – one line or all – Third – distinguish real threats
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14 New Applications in Social Media Behavior Prediction – Telecom Customer Service Basic Rule – (START_20, (AND, – (DIST_7,"[cancel]", "[cancel-what-cust]"), – (NOT,(DIST_10, "[cancel]", (OR, "[one-line]", "[restore]", “[if]”))))) Examples: – customer called to say he will cancell his account if the does not stop receiving a call from the ad agency. – cci and is upset that he has the asl charge and wants it off or her is going to cancel his act – ask about the contract expiration date as she wanted to cxl teh acct Combine sophisticated rules with sentiment statistical training and Predictive Analytics and behavior monitoring
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15 New Applications: Wisdom of Crowds Crowd Sourcing Technical Support Example – Android User Forum Develop a taxonomy of products, features, problem areas Develop Categorization Rules: – “I use the SDK method and it isn't to bad a all. I'll get some pics up later, I am still trying to get the time to update from fresh 1.0 to 1.1.” – Find product & feature – forum structure – Find problem areas in response, nearby text for solution Automatic – simply expose lists of “solutions” – Search Based application Human mediated – experts scan and clean up solutions
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16 New Directions in Social Media Text Analytics, Text Mining, and Predictive Analytics Two Systems of the Brain – Fast, System 1, Immediate patterns (TM) – Slow, System 2, Conceptual, reasoning (TA) Text Analytics – pre-processing for TM – Discover additional structure in unstructured text – Behavior Prediction – adding depth in individual documents – New variables for Predictive Analytics, Social Media Analytics – New dimensions – 90% of information Text Mining for TA– Semi-automated taxonomy development – Bottom Up- terms in documents – frequency, date, clustering – Improve speed and quality – semi-automatic
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17 New Directions in Social Media Conclusions Social Media Analysis requires a hybrid approach – Software, text analytics, human judgment – Contexts are essential Text Analytics needs new techniques and structures – Smaller, more dynamic taxonomies – Focus – verbs, adjectives, broader contexts, activity Value from Social Media Analysis requires new structures – Appraisal taxonomies, emotion taxonomies Plus – Better models of documents and authors – multi-dimensional Result: – Enhanced sentiment analysis / social media applications – Develop whole range of new applications
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Questions? Tom Reamy tomr@kapsgroup.com KAPS Group http://www.kapsgroup.com Upcoming: Text Analytics Summit – Boston - June Text Analytics World – Boston – October – Speakers?
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