0. Social Media

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1 Understanding Society through Social Big Data Mining June

2 0. Social Media

3 300,000 10,000,000 80% % 3

4 What people write and read online is more important than ever. It both reflects and shapes people s opinion. 4

5 ? A report last year by the McKinsey Global InsAtute, the research arm of the consulang firm, projected that the United States needs 140,000 to 190,000 more workers with deep analyacal experase and 1.5 million more data- literate managers, whether retrained or hired. New York Times, February 11,

6 View U&A HolisAc View Market View Level / - Risk Management - - SKT, SK, KT Industry - 3G, LTE,, WARP - /, - // - U&A 6

7 1. Social Media Mining

8 중앙일보 년 8월 19일(1면) 탐사기획 네티즌 세상 대해부 다음소프트의 텍스트마이닝 기술을 이용, 최근 2년 3개월간의 블로그데이터 분석 120만 블로그 6500만건 대상 8

9 중앙일보 년 10월 5일(6면) 9

10 , 5 hap://joongang.joinsmsn.com/arecle/920/ html?ctg=

11 SOCIALmetrics 11

12 , 250,, SOCIALmetrics, ~ [Source: SOCIALmetrics ] 12

13 Mood, Scope : 6 ( ~ ) : 521,435,373, : 2,504,018 13

14 Mood Network, 6, = 65.1% SocialMetrics: Twitter, ~ = [ freq] / [ + freq] 14

15 Journal of Computa.onal Science Volume 2, Issue 1, March 2011, Pages 1-8 ( ) 87.6% 15

16 & Connected 3, (1), (2), (3),, 15% '(happy)', '(h ug)', ' (sick)', ' (vile)' 16

17 2.Technology

18 Automated Online Opinion Analyzer 1) 2) (NLP, Natural Language Processing) (Text Mining) 3),,,, (Intelligent Opinion Mining So)ware) Talkro CIMS Talkro CIMS Filter Talkro Analyzer Social Metrics Viewing result, + () (,,,, +, ) - ; (ex. ) ) iphone4s(),, - ; () iphone4 (, (ex. iphone4) ) (), è NegaAve() * *, (UI), URL 18

19 Data Sources 문서를 수집하는 웹사이트는 전문 사이트, 커뮤니티, 쇼핑몰, 신문, 방송, 잡지 등의 미디어, 브랜드 사이트, 정부 기관 사이트, 블로그, 트위터, 페이스북 등의 소셜 미디어까지 모든 사이트를 망라하며, 프로젝트 성격에 따라 수집 범위를 달리함. 또한 고객 센터에서 작성한 내부 문서 포함 가능 Portal Community Shopping Media Forum Social Media Organization Brand 19

20 Sentiment Analysis Process Admin Tool Analysis Tool Miner NLP SM3, Controller Rule Loader /pn+ /j, /n+ /j,/v+ /ec Rulebase SM3/n+ /j /v+ /pe+/ec+,/cm /n+ /j /p+ /j Editor SM3/n+ /j /n+ /j /v+ /pe+/ec+,/cm /v+/ec /n+ /j /n+ /j /ad, /n /n+ /j /v+/ec /aj+ /ec /x+/et Classifier /n+ /j /ad /aj+ /ec /x+/et Reporter Rule DB /p+ /j <<SM3/n>>+ /j /v+ /pe+/ec+,/cm Display /n+ /j /n+ /j /v+/ec /n+ /j /ad /aj+ /ec /x+/et /p+ /j <<SM3/n>>+ /j /v+ /pe+/ec+,/cm /n+ /j /aj+/ec /n+ /j /ad /aj+/et Rules [[ /p+ /j] [<<SM3/n>>+ /j][ /v+ /pe+/ec+,/cm]] [[ /n+ /j] [ /aj+/ec]] Data [[ /n+ /j][ /ad] Colllector [/aj+/et]] Morpheme DicEonary Morphological Anayzer POS tagger Parser SemanEc Analyzer NLP System StaEsEcal Data Message board Crawler Analysis Data Text SyntacEc DicEonary Ontology DicEonary Blog Collector 20

21 Sentiment Analysis Process (Continued) Admin Tool Analysis Tool Miner NLP Rulebase Editor Controller Reporter Rule Loader Classifier : SM3 Morphological Anayzer P () N () POS tagger Rule DB Parser Display Semantic Analyzer NLP System Rules Data Colllector Message board Crawler Blog Collector Analysis Data Text [[ /p+ /j] [<<SM3/n>>+ /j] [ /v+ /pe+/ec+,/cm]] [[ /n+ /j] [ /aj+/ec]] [[ /n+ /j] [ /ad] [/aj+/et]] Morpheme Dictionary Syntactic Dictionary Dictionary Statistical Data Ontology 21

22 3. Marketing

23 3-1. Brand Communication

24 ? &.,, PC,,,,,,,,,.,,,, q Network of q SenEment Pie of [source: ~ ] 24

25 & q TransiEon of Source : SOCIALmetrics ~

26 &,,,.. 2,, 2010 ~ ~ 2 ~ ~ 2 Source : SOCIALmetrics ~

27 : &, ipod * 7,682 17,838 7,892 23,498 3,218 4,972 2, ,646 " " ** 1,524 3, , ,068 " " *** 20% 19% 6% 8% 16% 9% 10% 15% * : ** : *** : Source : SOCIALmetrics ~

28 : &,..,..??... "..." 14,...,, ^^. ^, ^^ 3~4 ^^ ~ 28

29 &, MP3, Social Network, Source : SOCIALmetrics ~

30 Decision Tree & Battle Field, consideration Facto r 30

31 Category Analysis Communication q POSITIVE/NEGATIVE RATE OF OPTIMUS 2X BY CATEGORY No. Category # of buzz Positive buzz rate Negative buzz rate Question buzz rate 1 Camera/DMB 48 96% 2% 2% 2 Battery 44 91% 7% - 3 Connectivity 42 98% 2% - 4 OS/Application 39 77% 21% 3% 5 Display 24 83% 17% - 6 Design 18 39% 61% - 7 Call 16 88% 13% - 8 Touch/Button 9 100%

32 Keywords by Category Communication q FEATURE KEYWORDS BY CATEGORY OS/Application Camera Connectivity Marketing/Retail Design Memory Display Message Battery Touch/Button Call UI Others 29% 17% 13% 11% 9% 5% 4% 4% 3% 1% 1% 1% 2% (n=2,035) OS/APPLICATION CAMERA CONNECTIVITY MARKETING/RETAIL DESIGN No. Feature % of buzz 1 dualcore 28% 2 13% 3 2 9% 4 gingerbread 7% 5 CPU 7% 6 froyo 7% 7 6% 8 5% 9 Android OS 5% 10 RAM 3% No. Feature % of buzz 1 HD 18% 2 13% 3 13% 4 9% 5 9% 6 8% 7 7% 8 5% 9 4% 10 3% No. Feature % of buzz 1 HDMI 25% 2 DMB 17% 3 DMB 14% 4 8% 5 7% 6 7% 7 DLNA 4% 8 4% 9 3% 10 TV OUT 2% No. Feature % of buzz 1 54% 2 CES 11% 3 10% 4 7% 5 CES % 6 3% 7 2% 8 2% 9 1% 10 1% No. Feature % of buzz 1 36% 2 13% 3 10% 4 7% 5 7% 6 6% 7 4% 8 3% 9 1% 10 1% 32

33 Key Messages by Issue Keywords Communication ISSUE KEYWORDS HD HDMI RELATED KEYWORDS LG P 800 HDMI DMB TV HDMI 3D HDMI 1080P APPEALING POINT p - - HDMI TV (= ) - 3D, - TV (= ) - PAIN POINT - - LG - 33

34 Issue Keyword : PC Expectation 2X PC 2XSMS 1GHz 2,... ( ( LG 2 5. ( &menuid=724&boardtype=L&articleid= &referrerAllArticl es=false) 3 1GHx,. 3G.. ( TV. ( tml?idxno=68453) Worry Communication,?.... ( ( X?... 2X. ( CPU :(. 2 42% mAh, ( LG (

35 Category Analysis Communication, Touch/Button, Battery,, q POSITIVE/NEGATIVE RATE BY CATEGORY ( ) Category % of buzz Pos. OS/Application 25% 20% 96% 97% Camera 18% 17% 78% 84% Design 11% 12% 78% 80% Connectivity 10% 9% 94% 95% Display 8% 7% 86% 83% Marketing 6% 7% 14% 14% General 5% 4% 90% 94% Touch/Button 4% 6% 94% 83% Call 3% 2% 91% 90% Others 2% 4% 91% 90% Memory 2% 4% 100% 92% Battery 2% 2% 63% 79% UI 1% 2% 89% 89% Sound/Vib. 1% 1% 94% 100% Service 0% 1% 50% 86% 10?.,. ( , )... ( , ). ( , Different Tastes Ltd. ). ( , ) 1500mAh ( , ). ( , ) 35

36 Transition Communication q DAILY BUZZ TRANSITION (OPTIMUS 2X) # of Buzz ~ ~ ~ Source : SOCIALmetrics ~

37 Brand Positioning by Boutique Brand Perception SK-II * Boutique 3% Share 37

38 Spokes Model Evaluation of Competitors Spokes Person Top 5,,,,,,,,, * % = (Positive Sentiment Words ratio for 5 spokes models average Positive Sentiment words ratio) 38

39 3-2.

40 Consumer U&A 2,. * * * * Source : SOCIALmetrics ~

41 Consumer U&A,,,,.,,. % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % % ( ) Source : SOCIALmetrics ~

42 Consumer U&A.,, (,, ), % % % 2,688 16% % 2,543 15% % 2,478 15% % 926 5% % 614 4% % 592 3% % 523 3% % 467 3% % 395 2% % 288 2% % 262 2% % 235 1% % 231 1% % 226 1% % 198 1% % % 547 6% % 538 5% % 476 5% 125 8% 337 3% 107 7% 324 3% 98 6% 323 3% 64 4% 318 3% 54 3% 309 3% 51 3% 268 3% 44 3% 243 2% 41 3% 231 2% 29 2% 230 2% 27 2% 207 2% 27 2% 197 2% 27 2% 189 2% 25 2% Source : SOCIALmetrics ~

43 / Consumer U&A,. /,,, [ / ] Source : SOCIALmetrics ~

44 Consumer U&A,,, Source : SOCIALmetrics ~

45 3 : Intention, Behavior H Keyword Frequency Frequency Frequency Frequency % % % % 259% % % % % 124% % % % % 115% % % % % 109% % % % % 108% % % % % 106% % % % % 104% % % % % 100% 1 Source : SOCIALmetrics ~

46 Intention, Behavior. (3 /10 ), 8 Peak Source : SOCIALmetrics ~

47 ,, Intention, Behavior,, , Refresh Source : SOCIALmetrics ~

48 3-3.

49 Trend & NPD, - TOP10 *TOP ,......, ' '..., Source : SOCIALmetrics ~

50 Trend & NPD 2,,,,,,,,, No. % No. % % % % % % % % % % % % % (2008 ) No % % % % % % % % % % % % % % % % % % % % % % % % % % (2008 ) No % 1-2.5% 2-0.5% 3-0.2% 4-0.2% 5-0.2% 6-0.2% 7-0.2% Source : SOCIALmetrics ~

51 / Trend & NPD /,,,, -/ TITLE: - CONTENT: TITLE: [ ] CONTENT:... ^0^/ ~ ~^0^ ~ ^0^... TITLE: [] ~ CONTENT:.. (..,. ).... TITLE:!!! CONTENT: ^^ Source : SOCIALmetrics ~

52 Trend & NPD 1 32, 42, 45. % % % % % % % % % % % * Source : SOCIALmetrics ~

53 Workflow Trend & NPD P R O C E S S IDEA GENERATION???? CONCEPT DEVELOPMENT?? PRODUCT DEVELOPMENT??? <> E X A M P L E I N S I G H T No ,.!! < > < > < > 53

54 Trend & NPD,,,, 3.,,. - No. % % % % % % % % % % % - No. % % % % % % % % % % % TITLE: CONTENT:...,,,,, 400ml,,.. TITLE: CONTENT:... :, 1/5.... TITLE: CONTENT: ,, ^ ^ - &.... TITLE: ~ CONTENT:... :,,,,,,? -,... TITLE: CONTENT: -, ( ) -,,... Source : SOCIALmetrics ~

55 Trend & NPD,,,,,... - No. % % % % % % % % % % % - No. % % % % % % % % % % % ,.. Source : SOCIALmetrics ~

56 Beauty & Fashion EaEng & Drinking Housing AcEve Culturing InacEve Culturing Technology mp3 56

57 Beauty & Fashion EaEng & Drinking Housing AcEve Culturing InacEve Culturing Technology Source : SOCIALmetrics ~

58 , ,,,! New !..^_T Source : SOCIALmetrics ~

59 TV MP3 TV 8 MP3 TV TV TV TV 9 MP3 10 MP3 11 MP3 MP3 12 Source : SOCIALmetrics ~

60 Metric

61 4. SocialMetrics -

62 People Are Connected and Start to Talk!!!!!!!!!!!!!!! 62

63 Daumsoft The Mining Company History Product Analysis Brand & CommunicaEon Services Customer Service / Issue Monitoring See customers common complaints and poteneal issues early by looking for negaeve buzz online. Product Analysis Understand how customers feel about specific product aaributes on an extremely granular level. Brand Analysis Know what customers think about your brand in comparison to compeetors and see who is winning in terms of share of buzz. Campaign EvaluaEon Measure how well a markeeng campaign has the intended effect among your target audience and make midstream adjustments along the way. Implemented for Client Market & Trend New Product Development Recognize unmet customer needs that can lead to new, previously unimagined products. Trend Spozng Find new lifestyle trend by observing people s behavior and apply to the innovaeve way of thinking

64 Our Clients 64

65 감사합니다 / SOCIALmetrics Product Analysis SOCIALmetrics TRENDMAP SOCIALmetrics Hub SOCIALmetrics Brand Analysis SOCIALmetrics SOCIALmetrics CAMPAIGN EDITION 65

전국시대, 위나라최고의소잡이포정의소를잡는솜씨가신의경지에다다름,. " ()., 3... (),. 1.,. 19..,. 19. < > 2

전국시대, 위나라최고의소잡이포정의소를잡는솜씨가신의경지에다다름,. ()., 3... (),. 1.,. 19..,. 19. < > 2 Understanding Society through Social Media Analysis () 2F Seokgwang Bldg., 168-21, Samseong-dong, Gangnam-gu, Seoul, 135-090, Korea / tel +82 2 565 0531 fax +82 2 5650532 No part of this publication may