!"#$%%$&'$()"##*&+,-#.&/.#0"12$3*&!.34&!5&6")"37.*&89,.&8"%%-%.&
:::;<=><*&'?.#&

Outline
!" #$%&'%$()
*" +',')'(-)./,0$-$1$23)
4" 56%&7,3)8/'9)-/,/6%$()
:" ;1'<</<)$=)8/'9<)
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@" A(=$B.'%$()<8B/'-7(2)
C" ?D..'B3)
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EF7G/B)
• 9"+$8#&
• :;<1=$>?@"+&
• :;A$)0B1.C5A5D11C5E-31#&
Motivation
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
@,$#A3&B>CD=ED<=><F&
#"#$%

EF7G/B)
• 9"+$8#&
• :;<1=$>?@"+&
• :;A$)0B1.C5A5D11C5E-31#&
Motivation
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
H$DEDI/)
• D17&;A&F$$.0&61&B$..&;#0A"G8")&
F18&5&9,..,1#&*1.."80&
• 6E?"-&D1.1G8")&FE..&
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@,$#A3&B>CD=ED<=><F&
H'0$$J)
• .")I18G(,#,&1#&J8$&
• K$##,2$8&"#,0A1#&
$"#$%

EF7G/B)
• 9"+$8#&
• :;<1=$>?@"+&
• :;A$)0B1.C5A5D11C5E-31#&
Motivation
! A(&/<%2'%$()$=),0/)60'B'6,/B7<%6<)$=)=$6D</-)
'G/(%$()7()$(17(/)<3<,/.<)
! K(-$2/($D<L)7(,/B('1)8B$8'2'%$()
! KM$2/($D<L)7(N/6%$()=B$.)/M,/B('1)<$DB6/<)
! EF7G/BL)#76B$OI1$227(2)<3<,/.P)$(/)$=),0/).$<,)
8$8D1'B)$(17(/)<$67'1)(/,F$B9<)
! 5('13Q/)'(-)61'<<7=3)8/'9<)$=)0'<0,'2OD<'2/)
))))+$)&'B7'%$(<)7()'6%&7,3)8B$R1/<)$S/B)
-7S/B/(6/<)7(),0/7B)</.'(%6<)'(-),0/)
F'3),0/)7(=$B.'%$()7<)<8B/'-T))
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
H$DEDI/)
• D17&;A&F$$.0&61&B$..&;#0A"G8")&
F18&5&9,..,1#&*1.."80&
• 6E?"-&D1.1G8")&FE..&
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• .")I18G(,#,&1#&J8$&
• K$##,2$8&"#,0A1#&
&"#$%

Data and Methodology
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
!"#$$%&'()$)'*$&%)+'),('-./!'012&
'()*+,& --"!."./%0%.&"!1".2&
345((67& -#-81%9*+!
345((67%5*6:%;<7:6<=7& $8#%9*+&
3;<7:6<=7& $./%>!
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3?7()7%+A%6:(%A+BB+5()%C(65+)D& !81%9*+&
@"#$%

'(<D%
,(6(E6*+C%
Data and Methodology
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
!"#$$%&'()$)'*$&%)+'),('-./!'012&
'()*+,& --"!."./%0%.&"!1".2&
345((67& -#-81%9*+!
345((67%5*6:%;<7:6<=7& $8#%9*+&
3;<7:6<=7& $./%>!
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3?7()7%+A%6:(%A+BB+5()%C(65+)D& !81%9*+&
1"#$%

'(<D%
EB<77*F*E<6*+C%
'(<D%
,(6(E6*+C%
Data and Methodology
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
!"#$$%&'()$)'*$&%)+'),('-./!'012&
'()*+,& --"!."./%0%.&"!1".2&
345((67& -#-81%9*+!
345((67%5*6:%;<7:6<=7& $8#%9*+&
3;<7:6<=7& $./%>!
3?7()7& @8&%9*+&
3?7()7%+A%6:(%A+BB+5()%C(65+)D& !81%9*+&
/"#$%

G(H<C6*E%
=)+IC,*C=%
'(<D%
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,(6(E6*+C%
Data and Methodology
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
!"#$$%&'()$)'*$&%)+'),('-./!'012&
'()*+,& --"!."./%0%.&"!1".2&
345((67& -#-81%9*+!
345((67%5*6:%;<7:6<=7& $8#%9*+&
3;<7:6<=7& $./%>!
3?7()7& @8&%9*+&
3?7()7%+A%6:(%A+BB+5()%C(65+)D& !81%9*+&
2"#$%

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7K)(<,*C=%
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=)+IC,*C=%
'(<D%
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'(<D%
,(6(E6*+C%
Data and Methodology
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
!"#$$%&'()$)'*$&%)+'),('-./!'012&
'()*+,& --"!."./%0%.&"!1".2&
345((67& -#-81%9*+!
345((67%5*6:%;<7:6<=7& $8#%9*+&
3;<7:6<=7& $./%>!
3?7()7& @8&%9*+&
3?7()7%+A%6:(%A+BB+5()%C(65+)D& !81%9*+&
-."#$%

Activity Peak Detection
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
#/,0$-& +',')<$DB6/&
LM&N."-(10O&/M&L$$=O&&
PM&N"G$#"O&"#C&*M&@E#1?E.10&
QRSSTU&
• &V18)".,W$C&*,0-8$A$&F1E8,$8&68"#0218)&
• &L14,#G&"4$8"G$&
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YM&/8"#$&"#C&*M&B18#$%$&
QRSSZU&
• &H17$8&."7&C,0A8,IE31#&
• &H1,001#&?81-$00&
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!M&["#G&"#C&!M&'$0=14$-&&
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• &B,),."8,A+&)$A8,-&
• &]^B?$-A8".&/$#A81,C&-.E0A$8,#G&".G18,A()&
• &H8$C,-34$&)1C$.&
67,%$8&&
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9.1G&?10A0&
UB$I1/.<L)
! /1)?EA"31#".&-1)?.$_,A+&218&."8G$^0-".$&C"A"&"#".+0,0&
! /"##1A&-"?AE8$&"..&"-34,A+&?81J.$0&,#&67,%$8&
! 67,%$8&8$"-A0&,#&0$-1#C0`),#EA$0&"#C&,#-.EC$0&"#3-,?"31#&
--"#$%

Activity Timelines & Peaks
! U/'9L)B/1'%&/)'6%&7,3),$)I'</17(/)
0'&/),$)I/)!V)%./<)1'B2/B)
! #7(7.'1)1/&/1)$=)'6%&7,3)/M8/6,/-)
! ?/1/6%$()$=)7<$1',/-)8$8D1'B7,3)
IDB<,<)W($)$,0/B)8/'9<)$(/)F//9)
I/=$B/X'Y/BZ)
! [/)-/,/6,/-)!!>)8/'9<&
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
G$"H&
35!(%
!
p(i0) =
n(i0) " nb
max(nb,10)
#10
-!"#$%

Classes of Peaks
! A(&/<%2'%$()7(,$),0/)<0'8/<)$=)8/'9<)
! /=$B/)8/'9L)K(-$2/($D<X/M$2/($D<)6'D</)
! 5Y/B)8/'9L)B/1'M'%$()<0'8/)
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8& -#"#$%

Classes of Peaks
! A(&/<%2'%$()7(,$),0/)<0'8/<)$=)8/'9<)
! /=$B/)8/'9L)K(-$2/($D<X/M$2/($D<)6'D</)
! 5Y/B)8/'9L)B/1'M'%$()<0'8/)
! ]'<0,'2)D<'2/)%./17(/)7<)<D..'B7Q/-),$)'))))))))))))))))))))))))))))))))))))))))))))))))))))))
,B781/)W=IP)=8P)='Z)B/8B/</(%(2)=B'6%$(<)$=),F//,<)))))))))))))))))))))))))))))))
8$<,/-)I/=$B/)W34ZP)-DB7(2)W35ZP)'(-)'Y/B)W3)Z)
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
!
fb
-$"#$%

Classes of Peaks
! A(&/<%2'%$()7(,$),0/)<0'8/<)$=)8/'9<)
! /=$B/)8/'9L)K(-$2/($D<X/M$2/($D<)6'D</)
! 5Y/B)8/'9L)B/1'M'%$()<0'8/)
! ]'<0,'2)D<'2/)%./17(/)7<)<D..'B7Q/-),$)'))))))))))))))))))))))))))))))))))))))))))))))))))))))
,B781/)W=IP)=8P)='Z)B/8B/</(%(2)=B'6%$(<)$=),F//,<)))))))))))))))))))))))))))))))
8$<,/-)I/=$B/)W34ZP)-DB7(2)W35ZP)'(-)'Y/B)W3)Z)
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
!
fb + fp
-&"#$%

Classes of Peaks
! A(&/<%2'%$()7(,$),0/)<0'8/<)$=)8/'9<)
! /=$B/)8/'9L)K(-$2/($D<X/M$2/($D<)6'D</)
! 5Y/B)8/'9L)B/1'M'%$()<0'8/)
! ]'<0,'2)D<'2/)%./17(/)7<)<D..'B7Q/-),$)'))))))))))))))))))))))))))))))))))))))))))))))))))))))
,B781/)W=IP)=8P)='Z)B/8B/</(%(2)=B'6%$(<)$=),F//,<)))))))))))))))))))))))))))))))
8$<,/-)I/=$B/)W34ZP)-DB7(2)W35ZP)'(-)'Y/B)W3)Z)
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
!
fb + fp + fa =1
-@"#$%

Classes of Peaks
! A(&/<%2'%$()7(,$),0/)<0'8/<)$=)8/'9<)
! /=$B/)8/'9L)K(-$2/($D<X/M$2/($D<)6'D</)
! 5Y/B)8/'9L)B/1'M'%$()<0'8/)
! ]'<0,'2)D<'2/)%./17(/)7<)<D..'B7Q/-),$)'))))))))))))))))))))))))))))))))))))))))))))))))))))))
,B781/)W=IP)=8P)='Z)B/8B/</(%(2)=B'6%$(<)$=),F//,<)))))))))))))))))))))))))))))))
8$<,/-)I/=$B/)W34ZP)-DB7(2)W35ZP)'(-)'Y/B)W3)Z)
! ;1D<,/B7(2)D<7(2)K#)'12$B7,0.)F7,0)'()$8%.'1)^'D<<7'().7M,DB/)
.$-/1)
! [/)=$D(-):)61D<,/B<)W($")61D<,/B<)</,)I3)6B$<<O&'17-'%$()'(-)A;Z)
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
!
fb + fp + fa =1
-1"#$%

Classes of Peaks
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
! ;1'<<7R6'%$()B$ID<,(/<<&
! aab&12&A($&("0(A"G0&("4$&"&-."00,J-"31#&E#-$8A",#A+&I$.17&cb&
! db&12&A($)&("4$&"&-."00,J-"31#&E#-$8A",#A+&,#&$_-$00&12&RSb&
-/"#$%

Classes of Peaks
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
0%
peak(fp
=0)
0%
before(f
b=0)
0% after (fa
= 0)
100%
peak
100%
befor
100% after
swineflu
h1n1
sxswi
easter
teaparty
advertising
mastersnfl
earthhour
twestival
plurkfirstfollow
mrtweet
cebit
bsg
cricket
google
hadopi
inaug09
drupalcon
coalition
geekw2e humor
davos
watchmen
job
house
mikeyy
superbowl
gfail
blackout
oscar
snowmageddon
nsotu
zombies
rp09
brand
skittles
phish
ces09
socialmedia
winnenden
peace
macheist
earthday
amazonfail
fridayfollow
aprilfools
-2"#$%

Classes of Peaks
! 5(%678',$B3)I/0'&7$B)
! A(6B/'<7(2)'.$D(,)$=),F//,<)D(%1),0/)/&/(,)
! ?0'B8)-B$8)$=)'G/(%$()'Y/B),0/)/&/(,)
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
0%
peak(fp
=0)
0%
before(f
b=0)
0% after (fa
= 0)
100%
peak
100%
befo
100% after
swineflu
h1n1
sxswi
easter
teaparty
advertising
mastersnfl
earthhour
twestival
plurkfirstfollow
mrtweet
cebit
bsg
cricket
google
hadopi
inaug09
drupalcon
coalition
geekw2e humor
davos
watchmen
job
house
mikeyy
superbowl
gfail
blackout
oscar
snowmageddon
nsotu
zombies
rp09
brand
skittles
phish
ces09
socialmedia
winnenden
peace
macheist
earthday
amazonfail
fridayfollow
aprilfools
!."#$%

Classes of Peaks
! 5(%678',$B3)I/0'&7$B)
! A(6B/'<7(2)'.$D(,)$=),F//,<)D(%1),0/)/&/(,)
! ?0'B8)-B$8)$=)'G/(%$()'Y/B),0/)/&/(,)
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
0%
peak(fp
=0)
0%
before(f
b=0)
0% after (fa
= 0)
100%
peak
100%
befo
100% after
swineflu
h1n1
sxswi
easter
teaparty
advertising
mastersnfl
earthhour
twestival
plurkfirstfollow
mrtweet
cebit
bsg
cricket
google
hadopi
inaug09
drupalcon
coalition
geekw2e humor
davos
watchmen
job
house
mikeyy
superbowl
gfail
blackout
oscar
snowmageddon
nsotu
zombies
rp09
brand
skittles
phish
ces09
socialmedia
winnenden
peace
macheist
earthday
amazonfail
fridayfollow
aprilfools
! _/'6%&/)I/0'&7$B)
! ?D--/()$(</,)$=)'6%&7,3&
! +B7&/()I3)/M$2/($D<)<$DB6/<)
!-"#$%

Classes of Peaks
! 5(%678',$B3)I/0'&7$B)
! A(6B/'<7(2)'.$D(,)$=),F//,<)D(%1),0/)/&/(,)
! ?0'B8)-B$8)$=)'G/(%$()'Y/B),0/)/&/(,)
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
0%
peak(fp
=0)
0%
before(f
b=0)
0% after (fa
= 0)
100%
peak
100%
befo
100% after
swineflu
h1n1
sxswi
easter
teaparty
advertising
mastersnfl
earthhour
twestival
plurkfirstfollow
mrtweet
cebit
bsg
cricket
google
hadopi
inaug09
drupalcon
coalition
geekw2e humor
davos
watchmen
job
house
mikeyy
superbowl
gfail
blackout
oscar
snowmageddon
nsotu
zombies
rp09
brand
skittles
phish
ces09
socialmedia
winnenden
peace
macheist
earthday
amazonfail
fridayfollow
aprilfools
! _/'6%&/)I/0'&7$B)
! ?D--/()$(</,)$=)'6%&7,3&
! +B7&/()I3)/M$2/($D<)<$DB6/<)
! 56%&7,3)6$(6/(,B',/-)$(),0/)8/'9)-'3)
! K&/(,<),0',)$(13)-7<6D<</-)F071/))))))))))
,0/3)0'88/()
!!"#$%

Classes of Peaks
! 5(%678',$B3)I/0'&7$B)
! A(6B/'<7(2)'.$D(,)$=),F//,<)D(%1),0/)/&/(,)
! ?0'B8)-B$8)$=)'G/(%$()'Y/B),0/)/&/(,)
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
0%
peak(fp
=0)
0%
before(f
b=0)
0% after (fa
= 0)
100%
peak
100%
befo
100% after
swineflu
h1n1
sxswi
easter
teaparty
advertising
mastersnfl
earthhour
twestival
plurkfirstfollow
mrtweet
cebit
bsg
cricket
google
hadopi
inaug09
drupalcon
coalition
geekw2e humor
davos
watchmen
job
house
mikeyy
superbowl
gfail
blackout
oscar
snowmageddon
nsotu
zombies
rp09
brand
skittles
phish
ces09
socialmedia
winnenden
peace
macheist
earthday
amazonfail
fridayfollow
aprilfools
! _/'6%&/)I/0'&7$B)
! ?D--/()$(</,)$=)'6%&7,3&
! +B7&/()I3)/M$2/($D<)<$DB6/<)
! 56%&7,3)6$(6/(,B',/-)$(),0/)8/'9)-'3)
! K&/(,<),0',)$(13)-7<6D<</-)F071/))))))))))
,0/3)0'88/()
! ;$11/6%&/)'G/(%$()ID71-<)D8),$)')8/'9P)))
,0/()7,)='-/<)$D,)
!#"#$%

Social Semantics
! 5('13Q7(2)</.'(%6)-7S/B/(6/<)$=)8/'9)61'<</<)
[$B-`/,)^B$D(-7(2)
! [/)=$D(-)!aPVVV)-7<%(6,)6$(6/8,<)
! [$B-`/,)8B$&7-/<)07/B'B6076'1)<,BD6,DB/<)$=))))))))))))))))))))
6$(6/8,<)
! #'887(2),0/)-/,/6,/-)6$(6/8,<),$)6$(6/8,<))))))))))))))))))))))))))',)
',)-/8,0):)
! E0/)'8817/-)</.'(%6)2B$D(-7(2)7<)W,$$Z)<7.81/P)ID,)27&/<)')
RB<,)7(<720,)7(),0/)</.'(%6)-7S/B/(6/<)$=),0/)8/'9)61'<</<)
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
EF//,)6$(,/(,)
_/.$&7(2)D</B)./(%$(<P)
b_c<P)K(217<0)<,$8)F$B-<)
?,/..7(2P)1/..'%Q'%$()
[$B-`/,)<3(</,)-/,/6%$()
c'(2D'2/)-/,/6%$()
EF//,)6$(6/8,<)
!$"#$%

Social Semantics
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
!"#$%"&'"()
(#*"%&'"()
'"()
+,--"*%./
!"#$%&'("#$)(*+%&,-#.%&/#))0%1112
!3-4('(5%&6))7%&)+/8)4%&/)+/-(%1112
!0+489%&,-+#'8'-(%&0-#',)%&/,:--#%1112
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Social Semantics
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Information Spreading
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References
! M%N)<C(%<C,%O%G+)C(66(8%M+PI76%,QC<H*E%EB<77(7%)(R(<B(,%PQ%H(<7I)*C=%6:(%
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6:(%A+I)6:%TN9%*C6()C<6*+C<B%E+CA()(CE(%+C%Z(P%7(<)E:%<C,%,<6<%H*C*C=U%K<=(7%
-110-/@U%!.--8%
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K()*+,*E*6*(7%<C,%PI)767%A+)%+CB*C(%7(<)E:%^I()*(78%JC%')+E8%!..$%TN9%GJ]9_O%
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!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8& #&"#$%

All Hashtags
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Semantic Grounding
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
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Hashtag Statistics
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Hashtag Similarities
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WordNet Tree
!"#$%$&'$()"##&&&&&&&&&&&&&&&&&&&&&&&&&&&*+#"),-".&/."00$0&12&/1..$-34$&5%$#31#&,#&67,%$8&
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