helping city councils understand their citizens and react
TRANSCRIPT
Hugo Zaragoza Director of Websays
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Helping City Councils Understand their Citizens
and React
Your City is already Smart• Your citizens have already deployed the most
relevant sensor network: their mobiles + their social networks
• Unfortunately, getting Intelligence fromthis sensor network is hard.
• It was created for humans interaction, not in MachineCode!
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“Internet” and public opinion (2.0, User Generated Content, Microblogging, Social Networks…)
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Peoplecomplain /
praise
GovernmentPoliticsLegal
Law Enforcement...
MEDIAS
NGOs,Unions,
Consumer Associations,
etc.
Market ResearchAudience / Share
CompaniesProducts
In the Past: Information Brokers
“Internet” and public opinion (2.0, User Generated Content, Microblogging, Social Networks…)
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GovernmentPoliticsLegal
Law Enforcement...
MEDIAS
NGOs,Unions,
Consumer Associations,
etc.
Peoplecomplain /
praise
Market ResearchAudience / Share
CompaniesProducts
In the Future: Information Free Flow
It is unstoppable…Marketing invests heavily in Social Media and in engaging customers through the Internet…
but we are using BI-DIRECTIONAL channels: - customers can speak back! - they can talk to each other!
You try to promote a new museum, they respond in your own channel that the street is dirty and the price too high!
© Hugo Zaragoza 2013,Social Media Monitoring and Analytics for Customer Care http://www.slideshare.net/hugozara
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“It is unstoppable……”
La Gestión de la Reputación Online de las CiudadesVíctor Puig y Pepe Tomé, ZINKDOhttp://zinkdo.com/reputacion-online-ciudades/
Barcelona has already over 140 “official social media channels”, but:“[…] most complaints voiced in Twitter were addressed directly to its Major @xaviertrias regardless of the topic of the complaint.”
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Social Media “Opportunity”• The Good:
• “Targeted Advertising” is potentially inexpensive compared to traditional advertising
• Impact of Campaigns is easier to measure
• The Bad:
• Requires multiple complex decisions.
• Requires highly skilled team to setup and follow-up, with the right tools!
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A 5’ Technological Introduction…
• Capture (Crawling, APIs)
• Filtering (Relevance)
• Classification
• Analysis
• Aggregation / Summary
• Explanation
• Publication
• Engagement
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Capture
multiple access channels, multiple object types
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Filtering
7 Barcelonas in the world, 60% of conversation about soccer!
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Classification: Topical
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Classification: Topical
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Classification: Unexpected Events
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Classification: Sentiment
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Analysis:“Abnormal” Event Detection
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Analysis: Abnormal Event Detection
“Security Related” conversation in a City, Monday (top left) through Sunday (bottom right)
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Fire an Alert as early as possible!
Communication &Content Generation
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• Websays Publisher helps you re-publish people’s content, combined with analytics:
• Examples:
• Barcelona’s Design Hub (daily newsletter!):http://www.designbeats.net/
• Ronald McDonald’s Barcelona Gala(explain an event with analytics) https://publisher.websays.com/?p=2767
Information Ecosystem
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CITY API
INTERNET
Alerts Reports Content …
ANALYSE
CAPTURE - FILTER
Websays helps cities….• improve City Participation / Trust
• improve Communication
• improve Policy
• improve Campaigns / Crisis Control
• improve Security
• improve Tourism
• improve City Branding
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Extra-Slides
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Application Layer
Websays DataStore
Social Feeds Social Search APIs
Focused CrawlsFeeds
Search Engines
Crawling,Parsing,Filtering,
Data Analysis,Semantic Analysis,
Social Graph Analysis,Indicators
Profiles
Editorial
Dashboard APIPublisher API
Publisher Proxy
Publishers'Web
Application
Dashboard WebApp
JSON
Websays Servers
Client Server/Browser
… in real time
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© Eduardo Zotes 2012, http://covelo.com/2012/12/04/las-elecciones-del-25n-desde-analisis-web-social/
… in real time
© Tiscali (powered by Websays) http://notizie.tiscali.it/politica/netsentiment/
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