1. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
http://twindex.fuorisalone.it
Social Listening of
FUORISALONE 2013
Marco Balduini, Emanuele Della Valle,
Daniele Dell’Aglio, Mikalai Tsytsarau,
Themis Palpanas, Cristian Confalonieri

2. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The Context
• Fuorisalone is a city scale
event held in +600 venues
around the city during
Milano Design Week.
• 500.000 people get to
Milano to attend it.
• It is the perfect setting for
launching products, e.g.,
ASUS launched FonePad
and presented the new
VivoBook.

3. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The Problem
• Fuorisalone.it and ASUS want to real time monitor
the visitors' reactions:
– Which are the most attractive events?
– What do visitors think about the events they join?
– What is their mood before, during and after the event they
join?

4. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The Proposed Solution
• Social listening
– analysis of the micro-posts posted from Milano during
fuorisalone
• Data sources
– Twitter
– Instagram
– Fuorisalone.it data
• The machinery
– Streaming Linked Data framework
• RDF streams and graphs to model data
• C-SPARQL as continuous query language
• Streaming Linked Data publication format
• HTML 5 visualization widgets
– Sentiment and contradiction mining

5. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The Machinery
Stream' Analyse' Publish' Visualise'
Social'Stream'
C6SPARQL'Query'
Windower'
Heatmap'Widget'
TwiAer'
Count'Tweet''
MIlano'
Q'
[15m]'
[15m]'
."
."
."
[120m]'
[15m]'
[15'm]'
[15m]'
[60m]'
[15m]' Tweets'heatmap'
Milano''
Tweet'Kmeline'
Milano'
Popular'hashtags'
Barchart'Widget'
Decorator'
Analyze'Hashtag'
Milano'
Q'
[15m]'
[15m]'
Count'Tweet''
Zona'Brera'
Q'
[15m]'
[15m]'
[120m]'
[15m]'
[15'm]'
[15m]'
Analyze'Hashtag'
Zona'Brera'
Q'
[15m]'
[15m]'
Zona'Brera'
Tweet'Kmeline'
Zona'Brera'
Popular'hashtags'
."
."
."
."
."
."
D'
SenKment'&'
StaKc'Info'
'Decorator'
SLD'Components'
Areachart'Widget'
Decorate'
Milano''
Tweet'Kmeline'
Instagram'
StaKc'dataset'
fuorisalone'

6. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The Mashup 1/5
http://twindex.fuorisalone.it
April 9-14, 2013
• Micro-posts
– 107,044,487
• Distinct users
– 12.031
• Invocation of
Linked Data
Publisher
– 1,136,052
• Cost
– 25 €/month
– 2 cores, 2 GB

7. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The Mashup 2/5
http://twindex.fuorisalone.it

8. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The Mashup 3/5
http://twindex.fuorisalone.it

9. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The Mashup 4/5
http://twindex.fuorisalone.it

10. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The Mashup 5/5
http://twindex.fuorisalone.it

11. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The results 1/5
Fuorisalone
is visible in
the volume
of micro-
posts
9"10.4'
10"11.4'
11"12.4'
12#13.4'
13#14.4'
14#15.4'
15#16.4'
16#17.4'
12.00% 18.00% 00.00%
0%
100%
200%
9(4(2013%
0%
100%
200%
10(4(2013%
0%
100%
200%
11(4(2013%
0%
100%
0%
100%
200%
15(4(2013%
200%
14(4(2013%

12. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The results 2/5
The most
attractive
venues are
found
Venue posts
cesati antiques & works of art 16653
Porta nuova 46/b 13416
Circolo Filologico 9891
Adele Svettini Antichità 7366
ALTAI 5592
Bigli19 5175
Dudalina 4875
Galleria DadaEast 3550
borronichemicals 1078
Antonio Lupi Showroom Milano 995
Instituto Cervantes Milano 752
GALLERIA D'ARTE CONTEMPORANEA CINESE 560

13. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The results 3/5
Changes are
observed in
public
sentiment
before,
during and
after ASUS
event

14. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The results 4/5
Hotspots
correspond
to venues
12#4#2013'22:15' 16#4#2013'22:15'

15. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
The results 5/5
Fuorisalone
is visible in
the top-5
hashtags
used in the
micro-posts
April 15th, 2013 at 18.00 posts
inter 20
diretta 11
cagliarii 6
milan 4
seriea 3
April 11th, 2013 at 18.00 posts
milano 25
fuorisalone 22
design 10
designweek 6
32giornata 6
April 9th, 2013 at 18.00 posts
fuorisalone 30
designweek 28
nabasalone 20
milano 9
design 6
April 13th, 2013 at 18.00 posts
fuorisalone 28
designweek 21
nabasalone 17
milano 10
inter 8

16. AI Mashup Challenge 2013 - ESWC 2013, May 26-30, Montpellier, France
http://twindex.fuorisalone.it
Social Listening of
FUORISALONE 2013
Marco Balduini, Emanuele Della Valle,
Daniele Dell’Aglio, Mikalai Tsytsarau,
Themis Palpanas, Cristian Confalonieri
Thank
you
for
listening
Any
ques4on?