SOCIAL MEDIA MONITORING AND SENTIMENT ANALYSIS SYSTEM

Transcription

1 Kuwait National Assembly Media Department SOCIAL MEDIA MONITORING AND SENTIMENT ANALYSIS SYSTEM Dr. Salah Alnajem Associate Professor of Computational Linguistics and Natural Language Processing, Kuwait University Consultant, The Central Agency for Information Technology

2 From Vision, to Reality... We Make AGENDA it Happen The Power of Word Empowering KNA s Social Media Analytics Journey Social Media Analytics Framework The Proposed Solution Benefits of Social Media Analytics Systems Main Social Media KPIs Social Media Analytics in the Government Social Media Analytics in the U.N. Sample Screen Shots

3 From Vision, to Reality... We Make it Happen THE POWER OF WORD If you repeat a lie often enough, people will believe it Joseph Goebbels Reich Minister of Propaganda in Nazi Germany from 1933 to 1945

4 FROM VISION TO REALITY From Vision, to Reality... We Make it Happen KNA VISION Digital Media Department Transparent interactive engagement with citizens Proactivity and Disaster Management Increasing citizens E- Participation level in the decision making process Social Domain Knowledge Aggregated Data Provider ENABLERS Big Data Readiness Self Service Business Intelligence & Analytics KNA OBJECTIVES SMA and Sentiment Analysis Implement SM Strategy & Policy Measure & Analyze KPIs and Sentiment Performance and Reputation Management Research & Study

5 EMPOWERING KNA S SOCIAL MEDIA ANALYTICS JOURNEY Empowering KNA s Social Media Analytics Journey, Social Media Analysis Maturity Model Coverage Competitive Advantage What ROI are KNA getting on digital campaigns? Have KNA lowered risk? Is KNA achieving it s political and social goals? Social Scorecard What are people saying about KNA? about it s competitors? Basic Listening How do today s online mentions compare to previous period? same period 2 years ago? Attributed Listening Historic Analysis What are people saying about KNA members? Quality? services? reputation? Planning & Engagement Based on trends, where are conversations going? How can KNA plan to optimize impact? Who are the right influencers? Analytics Access & Reporting Degree of Intelligence

6 SOCIAL MEDIA ANALYTICS FRAMEWORK A Holistic View of the Solution from Data Collection to Dissemination Acquire Data Acquisition 1 Integrating data into centralized hosted cloud Analytics tools serving all types of users 3 Data Integration 4 Cleansing & Noise Filtering 5 Natural Language Processing Multichannel delivery 2 Process & Analyze Decide & Act

7 THE PROPOSED SOLUTION SATISFIES INFORMATION The Proposed Solution Satisfies Information Needs at all Levels within KNA NEEDS AT ALL LEVELS WITHIN KNA KNA Members KNA information consumers Report/Dashboard Developers Consumption Reporting Data KNA information consumers Social Media Analysts / Social Media Ambassadors Ad-Hoc Reporting / Engagement Computational Linguistics / NLP Specialists Taxonomy Development / Enrichment Unstructured Social Media Data Other onsite data hosted by KNA

8 ON DEMAND (CLOUD) SOCIAL MEDIA ANALYTICS No need for in-house software/hardware nor in-house analytical knowledge. Faster initial solution set-up. Ongoing solution development continuously adds new capabilities. 24/7 infrastructure support by the vendor hosting center (e.g., backup and software updates)

9 Benefits of Social Media Analytics Systems Monitor KNA reputation Improve the decision making process Crisis Management through identifying risks and issues proactively Identify existing and emerging influencers Benchmark and measure sentiment Spot citizens behavior and preferences Quickly identify citizen dissatisfaction at any stage Supporting the traditional surveys and Focus groups Social scorecards for tracking progress across social channels (e.g. Facebook, Twitter, YouTube) Improve the offered services and create new ones

10 Main Social Media KPIs Followers Reach (the number of users who read a post) Impressions (The number of times that the users read a specific post) Speakers (the number of users who talked about KNA or retweeted its posts) Influencers Sentiment Tone Keywords and Key phrases URLs

11 FORRESTER CLASSIFICATION OF LEADERS IN BIG DATA PREDICTIVE ANALYTICS SOLUTIONS Q Forrester classification Leader in Big Data Predictive Analytics Solutions Q Source: Forrester

12 SOCIAL MEDIA ANALYTICS IN GOVERNMENTS US Intelligence Agency Mission: Counter-terrorism Challenges: This U.S. intelligence agency needed to access and assess huge volumes of structured and unstructured social media data but struggled with identifying the most efficient way to bring social media into its analysis stream. Specifically, they needed: The ability to quickly identify, assess and communicate societal and cultural shifts relating to events and topics. A holistic view of geographic location of the social media sources, including its people and their sentiment related to relevant topics of interest. A dynamic and easy-to-use front end to the analysts that visually makes sense out of the enormous amount of social media. Solution: SAS Social Media Analytics Media Portal Business Impact: Identify cultural shifts in attitude based on conversations in social media. Quickly analyze relevant topics from the enormous amount of open source media. Easily correlate influential authors with key topics and followers to gauge sentiment. Give a more realistic view of social conversations with multilanguage support. Analyze both static and dynamic social media content.

13 SOCIAL MEDIA ANALYTICS IN GOVERNMENTS US Domestic Intelligence Agency Mission: Bio-surveillance, Early Warning and Situational Analysis Challenges: Need for early warning signs of a bioterrorist attack or epidemic. Need ability to identify outbreak and spread as well as understand causal factors, effects, and impacts Need ability to identify vulnerable populations and geographies and know where to apply resources to most critical situations Unable to access open source data in real time and find signals that are out of the norm Unable to perform deep analytics on social data Need ability to continuously fine-tune and add to complex taxonomy of terms Solution: SAS Social Media Analytics Media Portal Business Impact: Ability to get earlier warning of bioterrorist attack or epidemic using real time data and alerts Improved tactical decision-making by getting more real time ground intelligence and ability deploy resources for greatest impact Improved strategic decision-making based on insightful comparisons to competitors across attributes Social data available for incorporation into advanced analytics to find other terms to track, relationships and correlations Better understanding of cause and effect relationships such as impact of disasters on health

14 SOCIAL MEDIA ANALYTICS IN GOVERNMENTS UNITED NATIONS GLOBAL PULSE BUSINESS ISSUE Needed more reliable way to monitor and gauge public opinion and sentiment. Wanted to hear the voice of the people, dispel rumors and disinformation. SOLUTION SAS Social Media Analytics City of Heidelberg Germany RESULTS Better understand the broad trends in public sentiment expressed on platforms like Facebook, Flickr and Twitter. Informed citizens are less concerned with the big issues and more concerned with smaller local topics. Able to identify campaigns of disinformation early and can reassure the public with reliable information quickly.

15 Public sector: United Nations Global Pulse BUSINESS ISSUE SOCIAL MEDIA ANALYTICS IN U.N. UNITED NATIONS GLOBAL PULSE Can unemployment spikes can be predicted based on certain chatter topics? Desire to advance knowledge of the effects of changing employment conditions. UNITED NATIONS Use the information to offer real-time feedback for policymakers and improve their ability to manage disruptive events. SOLUTION SAS Social Media Analytics RESULTS An uptick in social media conversation on topics such as cutting back on groceries and other essentials or downgrading one s mode of transportation can predict an impending unemployment spike. After a spike, an increase in chatter about foreclosures, reduced spending for health care and canceled vacations can offer insights on the effects of a down economy. Better understanding of demographic characteristics based on social techniques such as mood scoring.

16 Unified Dashboard

17 Social Trends

18 Competitors

19 Influencers

20 Phrase Cloud

21 Real Time Sentiment Analysis

22 Real Time Sentiment Analysis We met a lot of people on excursions in the area that were unhappy with their hotels and were paying a lot for them. We stayed here in high season for $130/night, and it was completely luxurious. Modern rooms with great bathrooms and patios (although small TV), good food, professional service with perfect English--all you need. It's worth a few extra dollars to stay here vs. other places. The location is adequate. You can walk to the old city but it's still quiet at night. That said, there are places more centrally located. But we'd stay here again if we make it back to (Media Source: Trip Advisor) Document level: Brand level: -1 +8

23 GEO PLOTTING

24 SAS Social Media Analytics 6.3 ALERTS

25 THANKS