6. IBM Watson – Twitter Personalityanalyzewords
Next level
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sentiment
analysis
7. Social Style: ExpressiveUse of ‘I’ within statement
Personality: FriendlySharing feelings or emotions
Content Targeting: Sci-Fi, Music, Gaming, Sports`
Sharing BBC content with positive emotive words
Topics: BBC One, Films, Marvel`
Demographics: Male`
Profile & Keyword analysis
Interests: sci-fi, films, sports, music, gaming`
Social Segment: Advocate
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Basic
stalking
8. Manually tag
emotional states and
social styles based on
usage of certain
words (like I or you),
punctuation,
capitalization, and
emphasis (bold,
quotes or italics).
Results were counted
and displayed with
various cuts of the data.
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Proof of
concept
9. Photo by iabzd on Unsplash
Emotional
insight
Expresessives
Expresessives
10. What is driving emotion?
Do we have the right tone?
What kind of audience do we have? We
can segment them and personalise
content.
What is our audience really interested in?
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What we
learned
14. Photo by rawpixel on Unsplash
Emotions
are taking
over
“Over the past year we've found that if people leave a Reaction
on a post, it is an even stronger signal that they'd want to see
that type of post than if they left a Like on the post”
- Facebook in a statement via Mashable.
Reactions affect your newsfeed (Forbes 2 March 2017)
15. Photo by rawpixel on Unsplash
Emotions
are taking
over
2,823 emojis in the Unicode standard as of June 2018
– according to emojipedia
There’s a thing called emojipedia
17. Photo by Lidya Nada on Unsplash
Using
Brandwatch
emotions
18. • Not inferring too much
• Not crossing the line with emotionally vulnerable
people
• (mis)understanding sarcasm
• Some people use extreme terminology that
doesn’t always match up to how they feel
• Subject/verb agreement is tricky
• Automated formulas aren’t 100%
• Not putting numbers for the sake of numbers –
making the data meaningful
Photo by Lidya Nada on Unsplash
challenges