#thinkph social media sentiment analysis
DESCRIPTION
My presentation at #ThinkPH 'The Internet, Big Data and You' Conference, on August 23, 2013 at New World Hotel, Makati. Click here to see the #ThinkPH conference details and agenda: http://www.rappler.com/bulletin-board/36539-agenda-rappler-google-thinkph-internet-big-data-conference Event hosted by Rappler, Google and SocialGood. My slides cover: 1. Why analyze sentiment? 2. How does sentiment analysis work? 3. Practical applications 4. Sentiment of #ThinkPH ConferenceTRANSCRIPT
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Presents to
Robin Leonard CEO, AllFamous Digital
robin_allfamous
robinleonard1
SENTIMENT ANALYSIS
Click here to see the agenda and conference details
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Agenda
1. Why Analyze Sentiment? 2. Sentiment Analysis 101 3. Practical Applications 4. Sentiment of #ThinkPH
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Agenda
1. Why Analyze Sentiment? 2. Sentiment Analysis 101 3. Practical Applications 4. Sentiment of #ThinkPH
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Why Analyze Sentiment?
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Emotions are core to purchase decisions
vs.
http://www.today.mccombs.utexas.edu/2010/04/do-you-make-buying-decisions-based-on-logic-or-emotion-a-tale-of-two-chickens
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Social Media creates lots of data
Just waiting to become useful information
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Consumers are FINALLY empowered
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The Anatomy of a Crisis – The Incident
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The Anatomy of a Crisis – The Impact
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The Anatomy of a Crisis – The Response
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The Anatomy of a Crisis – The Result
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http://adage.com/article/digital/mckinsey-finds-social-buzz-affect-sales-negatively/242039/
Yes, Sentiment Impacts Sales
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Agenda
1. Why Analyze Sentiment? 2. Sentiment Analysis 101 3. Practical Applications 4. Sentiment of #ThinkPH
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What is Sentiment?
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What is Sentiment?
emotions opinions intent
Subjective impressions, not facts
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Example 1: Happy Mention
subject emotion brand
product
service
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Example 2: Unhappy Mention
fact
fact
product
opinion
emotion
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Example 3: Sarcastic Mention
product
brand brand
opinion service
emotion
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Example 4: Mixed Mention
product
emotion service brand opinion
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Example 5: Language Confusion
product
emotion service
brand opinion
fact
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Example 6: Intent to Buy
product
emotion service
fact brand subject
intent
brand brand
question
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The elusive hunt for binary
• For vs. Against • Like vs. Dislike • Good vs. Bad
• Ecstatic vs. Happy • Excited vs. Amused • ROFL vs. LOL
• Depressed vs. Unhappy • Sad vs. Destitute • Frustrated vs. Angry
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Challenges of Automated Sentiment Analysis
§ People express opinions in complex ways
§ Cultural ideosyncracies (e.g. differences in sarcasm, irony etc)
§ The wider you throw your net and the more complex the language, the less accurate the system will be.
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Agenda
1. Why Analyze Sentiment? 2. Sentiment Analysis 101 3. Practical Applications 4. Sentiment of #ThinkPH
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Use Case 1: Social Focus Group
“Coffee in a can”
“Iced Coffee”
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Use Case 2: Sales & Service
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Use Case 3: Opinion Mining
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Use Case 4: Reputation Management
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Use Case 5: Consumer Insights
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Use Case 6: Competitive Intelligence
Get real-time insights on your competitors
- Sun Tzu
“Know your enemy and know yourself and you can fight a
hundred battles without disaster”
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What is the Sentiment of #ThinkPH? There were 4,627 mentions of #ThinkPH on 23 August 2013
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What did people say about the #ThinkPH? (on a side note)
Mentions of #thinkPH Mentions of Robin Leonard + #thinkPH
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Thank You!!
www.allfamous.com
Robin Leonard CEO, AllFamous Digital
robin_allfamous
robinleonard1
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References
§ http://www.lct-master.org/files/MullenSentimentCourseSlides.pdf § http://www.slideshare.net/mcjenkins/how-sentiment-analysis-
works#btnNext
§ http://en.wikipedia.org/wiki/Sentiment_analysis § http://mashable.com/2010/04/19/sentiment-analysis/
§ http://www.today.mccombs.utexas.edu/2010/04/do-you-make-buying-decisions-based-on-logic-or-emotion-a-tale-of-two-chickens
§ http://adage.com/article/digital/mckinsey-finds-social-buzz-affect-sales-negatively/242039/