Social Media: Concepts, Applications, and Research

1. Social Media: Concepts, Applications, and Research NCTU, IIM, IEBI Lab Dr. Yung-Ming Li Prof. Yung-Ming Li Institute of Information Management National Chiao Tung University, Taiwan 李永銘博士交大資管所

2. Agenda Social Media and its Characteristics Social Media & Marketing Social Media & Education Managing Social Media Research in Social Media: Online Social Advertising

3. Social Media • 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…

4. Things that Boost Social Media • 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.

5. Prosperity of Social Media Source:www.wealthyleader.com/blog

6. Example 1: YouTube

7. Example 2: WordPress

8. Example 3: Facebook

9. Example 4: Twitter

10. Example 5: Plurk

11. Characteristics of Social Media • 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

12. 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

13. Social Networks • Definition • A social structure made of individuals (or organizations) called "nodes," which are tied (connected) by one or more specific types of relation (quotedfrom wikipedia) • Applications • Information Diffusion • Viral Marketing • Expert Finding Source:www.visualcomplexity.com

14. 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

15. 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. 15 15

16. Blog VS. Microblog

17. 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”

18. 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”

19. 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

20. 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

21. Social Media &Marketing

22. Social Media’s Role for Business • 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

23. Word-of-Mouth • From communicology • Informal, personal information • More influential on consumers’ product evaluations than commercial sources • Lower cost • Uncontrollable, flexibility, no rule

24. Marketing yourself • 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

25. Facebook • 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

26. Twitter From iThome • 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

27. Twitter (Cont’) • 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

29. Plurk • 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

30. Social Media &Education - New paradigm of Classroom, Course, Assignment, Exam

31. Social Media & Education • 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

32. Social Media Monitoring • 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

33. Monitoring Model picture, model from ignitesocialmedia.com • Five phases • Monitoring tool (source) • Keyword targeting • Noise elimination • Refined mention • Analytics

34. Tips in Utilizing Social Media • Consider registering multiple twitter account • Minimize noise to your followers • Keep nice and thankfulin 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.

35. Social Media Research:Online Social Advertising Yung-Ming Li Nine-Jun Lien Institute of Information Management National Chiao Tung University, Taiwan

36. 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)

37. 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

38. Advertising Models in Social Network Services

39. The Concept of SEAD (Social Endorser-Based Advertising) • Advertising infriends 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) A A C C B B

40. System Architecture • Influence Module (network analysis) • Preference Module (content analysis) • Discovery Module (intelligent ranking) • Feedback Module (fitness evaluation)

41. Influence Module

42. 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

43. 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

44. Preference Module

45. 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.

46. Discovery Module& Feedback Module

47. Experiments

48. Data description

49. Ads Category Tree 21Leaf categories in our testing sub-tree departments

50. 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