institute of information management, nctu © 2009 iebi lab nctu, iim, iebi lab dr. yung-ming li...
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Institute of Information Management, NCTU © 2009 IEBI Lab
NCTU, IIM, IEBI Lab
Dr. Yung-Ming Li
Social Media: Concepts, Applications, and Research
Prof. Yung-Ming Li
Institute of Information Management
National Chiao Tung University, Taiwan
李永銘博士 交大資管所
Institute of Information Management, NCTU © 2009 IEBI Lab
• Social Media and its Characteristics• Social Media & Marketing• Social Media & Education• Managing Social Media• Research in Social Media: Online Social
Advertising
Agenda
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• What is Social Media?– New paradigm of message/news propagation– Disseminate information through social interactions
(definition quoted from wikipedia)
• From traditional media– News papers, TV programs, Static web content
• To social media– Blog, Twitter, facebook, digg, plurk, tumblr, flickr…
Social Media
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• Better hardware/network infrastructure– Broad band, 3g, notebooks, smart phones
• New Tools for publishing content– Mediawiki, building your own wiki site– Blogspot, providing user-friendly blog system– YouTube, distributing your video
• RSS– Makes user-generated content more accessible.
Things that Boost Social Media
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Source: www.wealthyleader.com/blog
Prosperity of Social Media
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Example 1: YouTube
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Example 2: WordPress
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Example 3: Facebook
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Example 4: Twitter
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Example 5: Plurk
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• Recency– Earlier report from content provider spreading around the world
while accuracy should be concerned– e.g. Report of Michael Jackson’s Death on twitter, report of Earth
Quake at Japan
• Reach– Varying with types/features of content
• Evolutionary Content– Content can be modified by the crowds
• e.g. wikipedia– Modification and Annotation of blog entries are often seen due to
comments after the entries got posted
Characteristics of Social Media
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Social interactions• Social networking
– Make friends, follow
• Blog– Comment, Trackback (URL citation)
• Video, photos– Embed
• Social Bookmarking• Groups/communities
– Fans group of stars, politicians, athletes– Communities for specific topics
• Information sharing– Retweet, Replurk,
• All of above leads to more and stronger “Relations”– Social network analysis comes to help
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• Definition– A social structure made of individuals (or organizations)
called "nodes," which are tied (connected) by one or more specific types of relation (quoted from wikipedia)
• Applications– Information Diffusion– Viral Marketing– Expert Finding
Source: www.visualcomplexity.com
Social Networks
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Online social network
• The nodes are the users who are connected through some form of online communication– Facebook.com
• Users set up a profile page that includes a picture, name, gender, high school, hobbies and other interests.
• The friendship network on Facebook.com is a non-directed graph.
– Other website
Adalbert Mayer (2009), Online social networks in economics, Decision Support Systems
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Six degrees of separation
• Stanley Milgram’s small world– Everyone is at most six steps away from any other person on
Earth (from wikipedia)– Experiments in the 1960s– Through 5.5 nodes
While six degrees of separation may be true OFFLINE, less than three degrees is more likely ONLINE.
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Blog VS. Microblog
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Blog
• Web + log = Blog– 10 new words in 2004– ‘‘a website that contains an online personal journal with
reflections, comments, and often hyperlinks provided by the writer.’’
– Easy for everyone to use
Tanuja Singh, Liza Veron-Jackson, and Joe Cullinane(2008), Blogging: A new play in your marketing game plan, “Kelley School of Business, Indiana University.”Ching-Yuan Huang, Chia-Jung Chou, and Pei-Ching Lin(2009), Involvement theory in constructing bloggers’ intention to purchase travel products, “Tourism Management”
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What is Microblog?
• A form of brief multimedia blogging– allows users to send brief text updates or micromedia such as
photos or audio clips and publish them– to be viewed by anyone or by a restricted group which can be
chosen by the user– Twitter, Plurk
Wikipedia “Microblog”
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Characteristics of Microblogging
• Only allow short messages – less than 140 words
• Easy to use– Just post what you want to
say!
• Interactivity – Like chat room
• Faster mode of communication – real time, update fast, spreads
rapidly – Become information ripple
• Exposure– public
• High mobility– Combine with mobile device
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Where to use microblog?
• Share information to your friends• Information filtering
– By you friends
• Online expert finding– Also by your friends
• Be a bulletin board– information sharing publically
• Tools to make friends– Six degrees of separation
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Social Media & Marketing
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• A powerful tool– To trigger viral marketing
• Or start point of a disaster– Dell’s incorrect priced products on its e-commerce platform in
Taiwan
• A new data source– To discover word-of-mouth information– Find out trendy topics, consumer expectations, opinions on
products or brands
Social Media’s Role for Business
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Word-of-Mouth
• From communicology– Informal, personal information– More influential on consumers’ product
evaluations than commercial sources– Lower cost – Uncontrollable, flexibility, no rule
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• Barack Obama
– Grassroots campaign
– Using Facebook ,Twitter
– Closer to the voters
– Tight connection
– Trying to attract the crowds, meanwhile pass his strong mission
– Became the first using social media marketing himself
– Became the First African American President of The US
Marketing yourself
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• Burger King "Whopper Sacrifice“– Delete 10 Facebook friends, get a free Whopper
• Starbucks – Starbucks offered free pints to Facebook users.
– Approaching 3,000,000 Fans
• National Buy a Newspaper Day– A Alaska newspaper reporter successfully called 30000
Facebook users to buy a newspaper in three weeks
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• A novel usage of twitter(with direct message)– @DellOutlet (coupon software machine)
• Number of followers grows up from 11k to 60k in 3 months
• $3 million revenue generated in a short time
From iThome
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• Kogi - a Korean BBQ buffet car business– Tweet their location of the buffet car (mobile
information)– 15k follower on twitter
• Domino's– Two staff posted a video of messing up a sandwich on
twitter and hurt Domino’s reputation
Twitter (Cont’)
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Institute of Information Management, NCTU © 2009 IEBI Lab
• Goz Café ( 果子 )– Meal got discounted responding to customer’s “karma” on plurk
• KKBOX’s customer services – Utilizing search of plurk, discover customers’ needs
• TV programs, e.g. 敗犬女王 , 全民最大黨– Publish news, content of the show and interact with audience
• Politicians, e.g. 蘇貞昌、謝長廷– Interacting with people and expressing their opinions
Plurk
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Social Media & Education
- New paradigm of Classroom, Course, Assignment, Exam
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• Interactive Assignment– QA on twitter, conversation-like assignment
• Knowledge sharing– post course-related tweets
• Build classroom community– Let students have more interactions and know others
well• Tips given on twitter
– Make your tweets interesting to students• Learn more about others (teachers, students)
– From tweets of your students, discover their life and inner parts
Social Media & Education
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• Why should social media being monitored?– For enterprises, it’s valuable to know how do people feel about
their brands and products– For teachers, it’s good to know what do other teachers do and
what is on students’ mind.• Objectives
– Customer Relation Management• Discover troubles/problems and resolve them
– Market Research• To know what feature is most wanted
– Shaping the community and sphere• Know what your followers’, such as your students, opinion and lead
them
Social Media Monitoring
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• Five phases– Monitoring tool (source)– Keyword targeting– Noise elimination– Refined mention– Analytics
picture, model from ignitesocialmedia.com
Monitoring Model
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• Consider registering multiple twitter account– Minimize noise to your followers
• Keep nice and thankful in tweets– Use direct message to thank people who appreciate/retweet your
tweets• Know timing of using direct message
– For further question/discussion, using direct message to prevent being annoying to irrelevant followers
• Consider being a hub– Retweet others’ valuable tweets
• Control number of tweets per day– Not too much, not too less. About 3~5 in a day.
Tips in Utilizing Social Media
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Social Media Research:Online Social Advertising
Yung-Ming Li Nine-Jun Lien
Institute of Information Management
National Chiao Tung University, Taiwan
Institute of Information Management, NCTU © 2009 IEBI Lab
Background
• The percentage of advertising income in total revenue of websites is continuously growing
• Advertising on social networking sites (SNSs) are increasingly emerging– The Social Ads™ (Facebook) remind users the social actions of
their friends as well as promote advertising subject– Advertisers shouldn't try to figure out how to advertise to people,
but instead how to advertise between people (SocialMedia.com)
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Research Problem
• Objective – Conquer the overloaded advertising information
problem (negative impression and low efficiency of ads)
– In the research, we would like to improve the efficiency and Impression of Ads
• Approach– Based on the social relation and preference , we
design a social advertising system to support viral ads campaign
– Discovery of influencers is the essential before further ads diffusion
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Advertising Models in Social Network Services
Advertising systems Features of the advertising mechanism
AdParlor An advertising agent to match applications and advertisers (contextual ads)
Social Ads (Facebook.com) Mix social context with advertising message (contextual ads)
FriendRank (SocialMedia) Based on advocates and sends Ads to their friends by the system (friend related ads)
Social endorser-based advertising (SEAD)
Discovering endorsers and Ads are sent to their friends by users spontaneously (friend related ads)
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The Concept of SEAD (Social Endorser-Based Advertising)
• Advertising in friends network • People know what advertisers don’t know
– Social knowledge
• Based on social relation and social influence (K.H. Lim, 2006) (Y.A Kim, 2007)
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A
C
B
A
B
C
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System Architecture
• Influence Module (network analysis)• Preference Module (content analysis)• Discovery Module (intelligent ranking)• Feedback Module (fitness evaluation)
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Influence Module
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Influence Module
SNA computing – Betweenness centrality and degree centrality measurement
have outstanding performance in customer network. (Kiss, Bichler, 2008)
– The degree centrality of user i is computed by:
– The betweenness centrality of user i is
1
( ) n
out ijj
iCde E
( )( ) = ( ) /i j l ij jliiCBet g g
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Influence Module (cont.)
• Activeness computing
The activeness of user i is the frequency during a period of time T
• To avoid the different scale problem, normalization step is needed, the following formula transform the value range from 0~1
( )( ) = t
act iActiveness i
T
min
max min
( )
ii
V Vf V
V V
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Preference Module
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Preference Module
• Personal preference tree (PT) establishment – Based on category tree
(Advertisement classification based on product category) (J. W. Kima et al, 2006
• Ads fitness estimation by computing the relevancy of the category of Ads and PT.
1 2
3 ( , ) =
1 2 3
2
2sim C C
N
N N NCategory
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Discovery Module& Feedback Module
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Experiments
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Data description
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Ads Category Tree
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21Leaf categories in our testing sub-tree departments
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Data description (cont.)
• Participating users samples– 116 users participate in our experiment– 101 users belong to two groups:
- 49 from group NCU
- 52 from group NCTU
• Ads samples– 10 varieties of ads sampled from each leaf category (total 21
catalogues)
– total 210 varieties of ads
• Ads delivered– Total 1672 times of ads delivery– Average # ads of delivered by an endorser is 5.864– Average # of ads a user received is 12.853
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Results and Evaluation
• Performance – Click-Through Rate – Fitness Level– Diffusion Level
• Benchmark– Random approach– Category-based only– Betweenness centrality– Out-degree – SEAD Strategy
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Click -Through Rate
• Click- through rate:
total number of clicks
total number of ads deliveredCTR
NCTU network NCU network
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Relevance Level
• Relevance level of SEAD is better than other advertising strategies
• Relevance level with endorser sharing is higher than that only delivered by system
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Social Advertising Coverage
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# of ads delivered # of unique users reached
Advertisers
Users
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Summary
• People has significant positive attitude to the ads based on their preference and recommended by their friends
• We propose an innovative endorser discovering mechanism (SEAD)for social advertising implementation.
• Our proposed SEAD advertising model includes influence (social network analysis) and preference (user preference analysis) modules
• The proposed approach gives commerce opportunities by better effectiveness (click-through rate and fitness level)
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Future Work
• Dynamic and continuous feedback systems to improve for social influence and preference analysis
• The diffusion mechanism design (based discovered endorsers) to improve the ads effectiveness and coverage
• The incentive mechanism design for social ads routing
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Thank you !
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