towards maximising cross-community information diffusion
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© Copyright 2011 Digital Enterprise Research Institute. All rights reserved.
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
Towards Cross-Community Information Diffusion
Maximisation Václav Belák, Samantha Lam, Conor Hayes
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
Motivation
• Information cascades of high interest in marketing, CRM, etc. • A common approach is to maximise information diffusion by
targeting influential actors • In the context of many online communities (e.g. discussion
fora) the information is shared to the community as a whole and not to individual actors
common case – targeting individuals cross-community case – targeting communities
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
Objectives
• Our main hypothesis is that it is possible to efficiently spread a message over the information flow network by targeting highly influential communities
• The main problem is then formulated as a prediction of the set of communities to target such that the message is spread over the network as much as possible • Spread over the actors, i.e. user activation fraction • Spread over the communities, i.e. community
activation fraction
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
• We propose (Belák et al., ‘12) to take two factors into account: 1. degree of community membership of the users 2. centrality of the users within each community
• Impact of community A on community B defined as an average centrality of actors from A within B, weighted by their membership in A
Methods: Definition of Impact
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
Methods: Targeting Communities
• Level of dispersion (heterogeneity) of total impact of community i can be measured as an entropy of an i-th row/column of the impact matrix
• We propose to target communities by means of the product of the total impact of community i and its entropy: impact focus (IF)
• We simulated the diffusion by extending Independent Cascade (ICM) and Linear Threshold (LTM) Models (Kempe et al., ‘03)
1. Take q target communities and sample s users from each of them 2. Run the original models from the union of sampled users
• Information diffusion network derived from the reply-to network:
i jreplies to
information
flow wiji j
rji
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
Evaluation Strategy
• IF compared with random targeting (R), and group in-degree (GI) (Everett & Borgatti, ’99)
• The main aim was to investigate robustness of our framework with respect to:
• Character of the system • Diffusion models • User and Community Activation Fractions
• Procedural outline 1. Target q communities using one of the heuristics evaluated on
the data from time-slice t 2. Run the diffusion model on the network from time-slice t+1 3. Compute an average user and community spreads over all pairs (t, t+1)
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
Evaluation Data-Sets
• 51 weeks of data of the largest Irish discussion board system • Segmented using 1 week sliding window
• 1 week window represents approx. 84% of cross-fora posting activity
• 540 communities, 5.3k users/snapshot (avg)
• 5 years of data from the technical support fora of SAP • Used only for the diffusion experiments • Segmented using 2 months sliding window
• 2 months represent approx. 50% of cross-fora posting activity
• 33 communities, 2k users/snapshot (avg)
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
User Act. Fraction
One targeted community
5 10 15 20
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
q=1, Boards−LTM
user sample size (s)
mea
n us
er a
ctiva
tion
fract
ion
(u)
IFGIR
5 10 15 20
0.00
0.05
0.10
0.15
0.20
0.25
0.30
q=1, SAP−LTM
user sample size (s)
mea
n us
er a
ctiva
tion
fract
ion
(u)
IFGIR
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
Community Act. Fr.
One targeted community
5 10 15 20
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
q=1, Boards−LTM
user sample size (s)
mea
n co
mm
unity
act
ivatio
n fra
ctio
n (c
)
IFGIR
5 10 15 20
0.0
0.1
0.2
0.3
0.4
0.5
q=1, SAP−LTM
user sample size (s)
mea
n co
mm
unity
act
ivatio
n fra
ctio
n (c
)
IFGIR
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
Community Act. Fr.
Five targeted communities
5 10 15 20
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
q=5, Boards−LTM
user sample size (s)
mea
n co
mm
unity
act
ivatio
n fra
ctio
n (c
)
IFGIR
5 10 15 20
0.0
0.1
0.2
0.3
0.4
0.5
q=5, SAP−LTM
user sample size (s)
mea
n co
mm
unity
act
ivatio
n fra
ctio
n (c
)
IFGIR
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
Results Highlights
• Diffusion process became saturated at approximately 80% of users or communities in Boards, and 30% in SAP
• More efficient to target few communities
• Impact Focus outperformed the other two strategies with respect to both user and community activation fractions, namely for small number of targeted communities (i.e. [1, 2]) and seed users (i.e. [1, 20])
• Diminishing returns
• For high number of targeted communities and seed users, random strategy outperformed the other two with respect to community activation fractions in SAP data-set
• SAP network fragmented into many small components, which made it hard to reach peripheral communities
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
Conclusion
• The evaluation demonstrated that the framework • is able to identify highly influential communities • can predict which communities to target s.t. the
message spreads efficiently over both individual users and communities
• We aim to extend it with content analysis • E.g. What are the most influential communities with
respect to a particular topic?
• We will also investigate empirically-observed topic cascades and modify our models accordingly if needed
Digital Enterprise Research Institute www.deri.ie
Enabling Networked Knowledge
Questions?
References • Belák V., Lam S., Hayes C. Cross-Community Influence in Discussion
Fora. ICWSM. AAAI, 2012. • M. Everett and S. Borgatti. The centrality of groups and classes. J. of
Mathematical Sociology, 23(3):181–201, 1999. • D. Kempe, J. Kleinberg, and É. Tardos. Maximizing the spread of
influence through a social network. SIGKDD. ACM, 2003.
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