soneta: a tool for supporting small business social presence

19
SONETA: a tool for supporting small business social presence IOANNIS IOANNIDIS, ELEFTHERIOS PAPACHRISTOS, CHRISTOS KATSANOS, NIKOS KAROUSOS, CHRISTOS FIDAS, NIKOLAOS AVOURIS UNIVERSITY OF PATRAS, GR HCI 2014 International, Crete June

Upload: nikolaos-avouris

Post on 19-Aug-2014

80 views

Category:

Engineering


5 download

DESCRIPTION

SONETA: a tool for supporting small business social presence. from a talk at HCI 2014 International

TRANSCRIPT

Page 1: SONETA: a tool for supporting small business social presence

SONETA: a tool for supporting small business social presence

IOANNIS IOANNIDIS , ELEFTHERIOS PAPACHRISTOS , CHRISTOS KATSANOS , N IKOS KAROUSOS , CHRISTOS F IDAS , NIKOLAOS AVOURIS

UNIVERSITY OF PATRAS, GR

HCI 2014 International, Crete June

Page 2: SONETA: a tool for supporting small business social presence

motivation

In many countries the backbone of economy is small enterprises (< 100 employees)

Social media play an increasingly important role in monitoring customers opinion and advertising products and services

The human skills and technological resources of small enterprises are limited in monitoring social media and improving company presence.

Adequate tools are needed to support this need.

Page 3: SONETA: a tool for supporting small business social presence

User Generated Content and Social media

Big data by Social Media are produced and need to be processed by enterprises

In the next 60 seconds: ◦ Facebook users share 2.460.000 pieces of

content

◦ Youtube users upload 72 hours of new video

◦ Twitter users tweet 277.000 times

◦ Pinterest users pin 3472 images

www.domo.com/blog/2014/04/data-never-sleeps-2-0/

Page 4: SONETA: a tool for supporting small business social presence

Use of Social media tools for businesses

◦Brand monitoring◦Targeted advertisement◦Find out how users respond to business decisions◦Track opinion leaders◦Competitive analysis

Page 5: SONETA: a tool for supporting small business social presence

SMEs and social media tools

Major barriers in adoption◦ Time scarcity

◦ Lack of financial resources

◦ Lack of technology skills

◦Negative view about social media usefulness

◦Unfamiliarity with specific technologies

Can social media tools help SMEs engage more effectively with social media?

Stockdale, R., Ahmed, A., Scheepers, H.: Identifying Business Value from the Use of Social Media: An SME Perspective. In: PACIS 2012 Proceedings, (2012)

Page 6: SONETA: a tool for supporting small business social presence

SONETAA twitter search tool for visualizing what users mainly talk about in a specific region

Features◦ Search on Twitter stream for tweets containing

specific keywords posted from a specific location

◦ Quantitative results (e.g. tweets per day)

◦ Comparative results of top keywords on a daily basis

◦ Access tweets containing important keywords

(http://soneta.hci.ece.upatras.gr)

Page 7: SONETA: a tool for supporting small business social presence

Soneta use: define new stream

Keywords

Location

Page 8: SONETA: a tool for supporting small business social presence

Soneta use: Define time spanobtain frequencies

Time span

overview

Detailed view

Page 9: SONETA: a tool for supporting small business social presence

Visualization of tweets contents

For specific<Keywords,Time span,Location>

List of tweets

Page 10: SONETA: a tool for supporting small business social presence

Alternative representations

Page 11: SONETA: a tool for supporting small business social presence

Architectural Design

Page 12: SONETA: a tool for supporting small business social presence

ImplementationCommunication Layer◦ Twitter Search API 1.1

◦ Cron job to retrieve results

◦ Specific keywords

Storage Layer◦ MySql

◦ Designed in such away that new components and services

Preprocessing Layer◦ PYTHON

◦ Remove links

◦ Remove stop words

◦ Get tweets stored parse them and find the most frequent words

Presentation Layer◦ D3.JS◦ GOOGLE MAPS◦ HTML5◦ JQUERY

Page 13: SONETA: a tool for supporting small business social presence

Evaluation studyMain Purpose◦ examine whether SONETA could aid SMEs in achieving

their objectives

◦ help them engage with social media more effectively

3 SMEs with diverse profiles◦ SME1: B2B Software company ( Software Quality Research Group) - 16

staff members

◦ SME2: B2C software company - 2 resident staff members and 4 external collaborators

◦ SME3: B2C Internet Company - 6 resident staff members and 2 external collaborators

Page 14: SONETA: a tool for supporting small business social presence

Evaluation study-ProcessPre-study interview◦ Basic profiling on social media usage

◦ Identify needs and problems

Training◦ SONETA introductory session

SONETA Usage◦ Deployment process

◦ User Experience

◦ Impact on Business goals

Post Interview

Page 15: SONETA: a tool for supporting small business social presence

Evaluation study-ResultsPre-study interview ◦ All SMEs had Twitter accounts (infrequent usage)◦ No stated need for geographic location search◦ No stated need for tools filtering social media data for trends◦ All SMEs had problems finding interesting content to post

Geographic location search◦ Conceptually interesting◦ SME1,SME2 experienced difficulties adapting it in their business domain◦ SME3 extremely useful

Usability◦ Difficulties in the beginning ◦ Word cloud visualization was useful

The potential of social media filtering tools was identified

Page 16: SONETA: a tool for supporting small business social presence

Evaluation study-ResultsUsage of SONETA :

1. Understanding trend topics in customer conversations located in specific regions

2. Estimating the impact of targeted advertising campaigns

3. Collected ideas for new user products or services customized to a specific region.

Page 17: SONETA: a tool for supporting small business social presence

Emerging questionsWhat is the relationship between visualization and gaining insight from social media data?

How multiple social media data can be converged?

How can real time updates be adapted in a in a effective easily understandable manner?

Page 18: SONETA: a tool for supporting small business social presence

Conclusions

SMEs with B2C activities are more likely to benefit from SONETA

Need for domain specific use case scenarios

Perceived quality of SONETA depends –at least to some extent- with the SMEs attitude towards social media

Page 19: SONETA: a tool for supporting small business social presence

hci.ece.upatras.gr

THANK YOU!