Transcript Social media analytics of a pizza and implications for

CPRsouth 2016
Zanzibar
PIZZA TO POLICY:
Social Media Analytics of a Pizza and implications for
policy making
Ashish Rathore
IIT Delhi, INDIA
[email protected]
Research Question
• How does the usage of social media provide valuable insights to
businesses in developing new products?
• How to identify the patterns and trends emerging in Twitter
data for a new product?
• How can network analysis help businesses in identifying lead
users and their influence?
• Whether social media analytics can be used for policy making?
Social Media
Definitions“…..group of Internet-based
applications that build on the
ideological and tech. foundations
of Web 2.0, and that allow the
creation and exchange of User
Generated Content (UGC)”
(Kaplan & Haenlein, 2010)
• “…..essential sources of online
communications and contents
sharing, influences,
observations, subjectivity,
assessments, approaches,
evaluation , feelings, opinions
and sentiments expressions”
(Naaman, 2010)
Social
Media
Web 2.0
UGC
Social Media
Content
Network
Social Media in Product Development
Customers (Thoughts, Emotions)
UGC
Businesses (New Product Development)
Plan
•Concept
Design
•Concept
Evaluation
Design
Detailed
Design
Built
Prototyping
Ashish
Test
Prototyping
Verification
Produce
Launching
4
Methodology
• Social Network Site
(Twitter)
• Text Mining and
Extraction
Data Preprocessing
Data Analysis
• Topic detection and
Clustering
• Sentiment analysis
• Community
Detection
• Network analysis
• Graphs
Data
Visualization
Social Media Platform: Twitter
Tools: R (Open Source) & NodeXL
Search Term: Dominos Italian Exotic Pizza
Data Size: 52,552 tweets (Pre-launch) & 63,165 tweets (Post-launch)
Ashish
5
Results, Analysis & Discussion
Domain Clustering
upcoming
Pre-launch
Post-launch
existing
Word Frequency
Comparative view of words with others
Pre-launch
Post-launch
Cont..
• order, easi, place,
• tweet, order, job,
effect, tweet, job, hire,
welcome, free, delivery,
delivery, gift, card,
custom, service, want,
sugar, sweet
place, edit, return, get,
like, new, look
• pizza order time,order
easydeliveryhire,
and
to order, specific places, • delivery, start tweet, get
services, new pizza
welcome notes from
free service, job hire,
appearance,
taste
of return delivery
the company, girt
cards,
look rep,
the new pizza, the
jobs hiring in Dominos
of engagement
and sweet sugarway
about
by tweeting and job
pizza
opportunity
Ideation
Word Network
based on the degree counts
Pre-launch
Post-launch
Directional Word Network
Pre-launch
Post-launch
Hierarchy of Words
Thematic Analysis
Pre-launch
Post-launch
Sentiment Analysis
• Emotion Classification
Pre-launch
Post-launch
Time Series Sentiment Analysis
Word Sentiment Categorization
Pre-launch
Post-launch
Community Detection
Pre-launch
Post-launch
Cont..
Community Evolvement
Implication
•
•
•
•
UGC / customers’ reactions for design
To gauge product success/failure
Approach of collecting data requires relatively low cost
Community helps in understanding target audience and their
collective judgement
– transfer of effective information from public community to
policymakers based on localized similar interests and
behaviors
Policy Recommendations
• Methodology extended for policy arena
• Social media data inputs for policy making
– GST in India
– Transport policy using travellers’ views and experiences
– In disaster emergencies, harvesting information for
situation awareness and taking actions
– Rumours & Social unrest
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Thanks You!
Q&A
Pre-launch
Post-launch
Pre-launch
Post-launch