In this talk, Matthew Russell explores why it is imperative for organizations and companies to leverage social media and how they can do it. In today's world of massive, rapidly evolving data streams, it is very challenging to sift through the data and extract the hidden nuggets of critical business intelligence. With advances in machine learning and natural language processing, decision makers can now look at all of their data and see what's really important. Matthew presents examples of how companies like Digital Reasoning are using social media to answer questions like:
Who know whom, and what friends do they have in common?
How frequently are certain people communicating with one another?
Who are the quietest/chattiest people in a network?
Who are the most influential/popular people in a network?
What are people chatting about (and is it interesting)?
Mining the Social Web for Fun & Profit Within Your Organization
1. 1!
Mining the Social Web for Fun & Profit Within Your Organization "
Prepared for Nashville Technology Breakfast (Lipscomb University Spark Center)!
April 8, 2014!
Matthew A. Russell (Chief Technology Officer @ Digital Reasoning)!
Twitter: @ptwobrussell & @dreasoning!
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5. Hello, My Name Is ... Matthew!
• Background in Computer Science
• Data mining, AI, machine learning, etc.
• CTO @ Digital Reasoning Systems
• Moving toward cognitive computing
• Author
• 5 published books on technology (just for fun)
• CrossFit, triathlon, Bikram hot yoga
• Stress management
5!
6. 6
Engineered to reveal critically important information, regardless of the data set size
or type, while delivering true analytics based on machine learning: designed to
adapt to changing data, behaviors, relationships and risks
Making Human Communication "
Viable for Data Science!
6!
7. The only easy day was yesterday.
-- Motto of the U.S. Navy SEALs
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8. It pays to be a winner.
-- Motto of the U.S. Navy SEALs
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10. Data Exhaust => Digital Fingerprints!
• World population: ~7B people
• Facebook: 1.15B users
• Twitter: 500M users
• Google+ 343M users
• LinkedIn: 238M users
• ~200M+ blogs (conservative estimate)
10!
11. • An interactive learning platform
• An open source project
• A (rewritten) book
• http://MiningTheSocialWeb.com
Transforming Curiosity Into Insight!
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17. Social Media Strategy v1!
• Spread marketing messages
• Find new customers
• Implement proactive customer service
• Keep existing customers
• Follow Best Practices
• Keep messages relevant and regular
• Know the best times of day to tweet, post, etc.
• Include photos as often as possible
17!
18. Social Media Strategy v2!
• Data Mining Processes
• Really understand your team, customers, and
competitors
• Proactively recruit (and retain) employees
• Reward your “most valuable customers”
• Intelligent recommendations with targeted ads
(offline ó online)
• “Big Understanding”
18!
19. Data Mining = Curiosity + Stats!
• Curiosity
• Interests, desires, and intuitions
• Statistics
• Counting, comparing, filtering, and ranking
• How to do it
• Blindly interrogate your data
• How to do it well
• Thoughtfully interrogate the right data
19!
20. Machine Learning!
• A program that learns (improves)
from experience (data)
according to some objective
• Supervised learning
• Unsupervised learning
• Reinforcement learning
• How to do it
• Program mathematical
models that leverage data
and hope for the best...
• How to do it well
• Program state-of-the-art
mathematical models with
sufficient representative data
20!
25. Is Privacy Already an Illusion?!
• Digital happenings circa 2014
• The Cloud
• Social Media
• Deep Learning
• The Internet of Things
• Internet.org
25!
26. If you have something that you
don’t want anyone to know,
maybe you shouldn’t be doing it
in the first place.
-- Eric Schmidt, (former) CEO of Google
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28. Influences on Ethics!
• Capitalism, economics, & marketing
• Fiduciary duty: Maximize the common stock’s value
• How to do it? By transacting commerce
• How do it well? Good advertisements
• How to do it really well? Highly personalized ads
• Terms of Service (ToS) - The legal extent of ethical
obligations?
28!
29. If you're not paying for the product, you
are the product.
-- Savvy consumers everywhere one day (?)
29!
30. For the wisdom of this world is
foolishness...
-- Saint Paul
30!
31. The Future of the Web...!
• The Blue Pill: Consumer data stored/controlled by a few
of the world's most powerful international corporations
• The Red Pill: Consumer data returns to the edge of the
network in a distributed/decentralized cloud
• The Purple Pill: Find a set of common values and
gravitate toward the middle
• Legislative reforms for consumer protection
• Consumer education & advocacy
• “Don’t Be Evil” “Do the right thing”
31!
32. The real danger is the gradual erosion of
individual liberties through automation,
integration, and interconnection of many
small, separate record-keeping systems,
each of which alone may seem innocuous,
even benevolent, and wholly justifiable.
-- Anonymous (U. S. Privacy Study Commission, 1977)
32!
33. .
There are two primary choices in life:
to accept conditions as they exist,
or accept the responsibility for
changing them.
-- Dennis Waitley
33!