social media use cases - webinar
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S o c i a l M e d i aU s e C a s e s
WEBIN AR
February 24, 2011Presented by:
Natala MenezesSr. Product Manager
John HoskinsSr. Business Development Manager
© 2011 Amazon.com, Inc. or its Affiliates.
Welcome Logistics
How to ask a question:. Ask a question with the question
panel. We will moderate questions.
Agenda Introductions Marketplace Review Social Media Use Cases Q & A
© 2011 Amazon.com, Inc. or its Affiliates.
Introductions
Natala MenezesSr. Product Manager
John HoskinsSr. Business Development Manager
Bennett McPeckEnterprise Business Development Manager
© 2011 Amazon.com, Inc. or its Affiliates.
What is Mechanical Turk?
© 2011 Amazon.com, Inc. or its Affiliates.
Mechanical Turk is a marketplace for work.
Mechanical Turk gives businesses and developers access to an on-demand, scalable workforce.
Flexibility: Scale your workforce up and down quickly
Accuracy: Get high quality, efficient and cost effective results.
Price: Pay only when you are satisfied with the results.
Speed: Start receiving results in minutes
© 2011 Amazon.com, Inc. or its Affiliates.
How it Works
• Design Your Task (HIT)
• Publish your HIT to the marketplace
You – The Requester
• Accepts your HIT• Submits an
answer
The Worker• Validate the
Results• Pay Workers• Go!
You – The Requester
© 2011 Amazon.com, Inc. or its Affiliates.
Workforce500,000 Workers190+ Countries
Who are the Workers? Workers are global Valuable source of feedback on how to improve your HITS
Managing Your Workforce Can narrow to US based (i.e. when you need western
culture competence) Leverage qualifications to find your best Workers
© 2011 Amazon.com, Inc. or its Affiliates.
Popular Use Cases
Data Management Data Verification Data Entry & Collection Data De-duplication Algorithm Training
Content & Media Moderate Photos & Content Content Creation & Editing Transcription
Categorization Classification Tagging Sentiment Analysis
Business Services Search Relevancy Product Usability Testing Research
© 2011 Amazon.com, Inc. or its Affiliates.
Social Media Solutions Content Moderation
Is this photo appropriate given our guidelines? Is this a good question or article for our site?
Content Discovery Do these photos have useful meta tags? What are the keywords used during this video?
Content Analysis What is the sentiment of this tweet?
Content Creation Launching a new site and need relevant stories?
© 2011 Amazon.com, Inc. or its Affiliates.
Photo & Content Moderation Moderate UGC at scale (millions of items a day):
Photos Comments Posts Reported violations
Keep up with reports so that you can effectively remove inappropriate content before it negatively impacts your brand.
How it works:
User submits a photo
Item is flagged for review and
sent to Mechanical
Turk
Workers review item and mark it
as inappropriate
Content is removed from
the site
© 2011 Amazon.com, Inc. or its Affiliates.
Content Discovery Search discovery requires attributes – keywords
that users can use to find content that relates to them.
Adding meta data – such as detailed descriptions, attribute tags and categories can improve discoverability.
How it works: Photo or article is sent to
Mechanical Turk for review by
Workers
Workers add creative &
descriptive tags
Tags are added as attributes to
the item
Content is more easily
discovered through Web
and Site search
© 2011 Amazon.com, Inc. or its Affiliates.
Case Study: Magnum Photos“An image sent out through the new system will come back, having been keyworded by up to eight people, in less than a minute. After piloting small trials last summer, images are now being sent out in batches of 20,000.”
"You can keyword an entire archive within weeks.“-- Meagan Young, Magnum's Web Content Manager
Quickly removed their backlog through access to on-demand workforce 10 x more cost efficient than an in-
house solution
© 2011 Amazon.com, Inc. or its Affiliates.
Case Study – Channel Intelligence Problem:
A backlog of 73,000 uncategorized products
Solution: Categorize them through Mechanical Turk.
Details: Project completed in 4 days, vs. 600 man hours
done previously in-house. By integrating Mechanical Turk into their backend
process, they were able to realize a back office savings of over 75% vs. the cost of in-house staff.
© 2011 Amazon.com, Inc. or its Affiliates.
Experiment: Search Discovery Problem:
Requester did not show up in search results for topics (in this case a musical artist) that they had content.
Solution:Requester took 2000 pictures from their site and annotated them adding keywords, and captions
Results:Improved relevance of the pages saw their presence in search results jump. Their pages were now in the top 5 – 10 results, translating into a higher volume of page views and user engagement on their site.
© 2011 Amazon.com, Inc. or its Affiliates.
Content Analysis Understanding the value of content helps
improve how content is displayed or responded to. Should an article be on the home page? How relevant is it to your business? Analyze content relevance Analyze content sentiment
Is this tweet positive or negative?
© 2011 Amazon.com, Inc. or its Affiliates.
Content Creation Article writing & editing
Write a caption for a photo Summarize the benefits of a product Write a story about a specific topic Edit the grammar & style of an article
Photo selection Find a creative commons photo for an article
Transcription Transcribe video or audio content
Tip: Always collect content in your HIT, never have Workers post directly to a 3rd party website.
© 2011 Amazon.com, Inc. or its Affiliates.
Requester access:
Web UI
• Easy Access • Create HITS
in HTML• Upload and
manage data via CSV
API & CLT
• Programmatic Access
• Multiple SDKS
• Massive scale
Apps & Solution Providers
• Experts at Workflow design
• They do the training and management of Workers for specific kinds of tasks
© 2011 Amazon.com, Inc. or its Affiliates.
Applications & Solution Providers Mechanical Turk supports a robust ecosystem of providers
that have built or can build solutions to meet your needs.
© 2011 Amazon.com, Inc. or its Affiliates.
How can I get more accurate results? Plurality
Asking multiple Workers to do assignments (if their answers agree then the result is validated)
Qualifying & Training Workers
Bonus payments
Known Data Sets
© 2011 Amazon.com, Inc. or its Affiliates.
Q & AYour Questions. Answered.
© 2011 Amazon.com, Inc. or its Affiliates.
Thank you.
@amazonmturk
Facebook.com/amazonmturk
Mechanicalturk.typepad.com
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