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Presenter | Dr. Mathew McDougall | Founder & CEO, Digital Jungle BIG DATA FOR BIG RESULTS IN CHINESE SOCIAL MEDIA

Big Data for Big Results in Chinese Social Media

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A presentation made by our CEO, Dr. Mathew McDougall at the G20 Global Cafe in Brisbane (Australia) on November 13th 2014. His presentation clearly outlined the use of technology for determining online audience segmentation and and in the use for content planning purposes. Overall, the technological approaches through big data leads to more effective social media and content programs.

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Page 1: Big Data for Big Results in Chinese Social Media

Presenter | Dr. Mathew McDougall | Founder & CEO, Digital Jungle

BIG DATA FOR BIG RESULTS IN CHINESE SOCIAL MEDIA

Page 2: Big Data for Big Results in Chinese Social Media

WHAT IS BIG DATA?

•  Text/content mining

•  Natural Language Processing

•  Automatic summarization

•  Graph databases

•  Commitment to unsupervised learning.

Page 3: Big Data for Big Results in Chinese Social Media

I wanted a better way do social media and content marketing

 

Basically, we could answer the questions about why and where we wanted to use content to develop online stories.

Page 4: Big Data for Big Results in Chinese Social Media

NLP AND GRAPHS?

Page 5: Big Data for Big Results in Chinese Social Media

THE BIG IDEA

Contain

Found in!

Sentences

Phrases Articles

Page 6: Big Data for Big Results in Chinese Social Media

IMPORTANCE OF NLP

•  I’m inspired by the idea of machines learning from experience.

•  NLP is important for finding valuable information in noisy unstructured text.

Page 7: Big Data for Big Results in Chinese Social Media

What about this NLP stuff?

Page 8: Big Data for Big Results in Chinese Social Media

TOPICS AND CONTENT

Once you can understand what is being discussed online you can make decisions about embedding new narratives or amplifying the existing topics.

Page 9: Big Data for Big Results in Chinese Social Media

COMMUNITY VISULISATION

Visually mapping the community engagement and relationships provides ways to ‘see’ into the social data and further develop the social media program for effect.

Page 10: Big Data for Big Results in Chinese Social Media

LOCATION AND POSITION The geo-location of the discussions provide valuable information on spacial locations of the online social activity. Meaning, we can map the discourse between 1:1 or 1:many and this can be used to understand the community element of the online discussions.

Page 11: Big Data for Big Results in Chinese Social Media

SENTIMENT Another interesting element to the NLP analysis is the ability to derive sentiment from the online discussions. This allows the team to develop content and messages to support the aims of the content programs.

Page 12: Big Data for Big Results in Chinese Social Media

PERSONAS & ARCHETYPES

Page 13: Big Data for Big Results in Chinese Social Media

Thanks for listening to my talk!

Please look up Digital Jungle on Twitter and LinkedIn!

Twitter: www.twitter.com/digitaljunglecn

LinkedIn: www.linkedin.com/company/digital-jungle

Page 14: Big Data for Big Results in Chinese Social Media

www.digitaljungle.com.au  

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