'Using Conversations to Understand Influence and Interaction' Dr Stuart Battersby & Dr Matthew...
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@cbanalytics cbanalytics.co.uk (soon: chatterbox.co) [email protected] Using Conversations to Understand Influence and Interaction Dr Matthew Purver & Dr Stuart Battersby
description
Using conversations to understand influence and interactionOne of the main ways we influence each other is though conversation. Research in face-to-face interaction shows that automatically understanding conversations is a hard problem: success depends on our ability to model their structure and the context in which they're held. Matt & Stuart will present an overview of conversation research from academia, with social media examples from Chatterbox's Conversation Platform.Find more info at:http://chinwag.com/insight/psychology
Transcript of 'Using Conversations to Understand Influence and Interaction' Dr Stuart Battersby & Dr Matthew...
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
Using Conversations to Understand Influence and Interaction
Dr Matthew Purver & Dr Stuart Battersby
online interaction• can be quite hard to make sense of:
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
face-to-face conversations• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
A: Are we going to have a backup? A: Or we do just–B: But would a backup really be necessary?A: I think maybe we could just go for the kinetic energy and be bold !and innovative. C: Yeah.B: I think– yeah. A: It could even be one of our selling points. C: Yeah –laugh–. D: Environmentally conscious or something. A: Yeah. B: Okay, fully kinetic energy. D: Good.
face-to-face conversations• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
A: Are we going to have a backup? A: Or we do just–B: But would a backup really be necessary?A: I think maybe we could just go for the kinetic energy and be bold !and innovative. C: Yeah.B: I think– yeah. A: It could even be one of our selling points. C: Yeah –laugh–. D: Environmentally conscious or something. A: Yeah. B: Okay, fully kinetic energy. D: Good.
face-to-face conversations• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
A: Are we going to have a backup? A: Or we do just–B: But would a backup really be necessary?A: I think maybe we could just go for the kinetic energy and be bold !and innovative. C: Yeah.B: I think– yeah. A: It could even be one of our selling points. C: Yeah –laugh–. D: Environmentally conscious or something. A: Yeah. B: Okay, fully kinetic energy. D: Good.
define issue
face-to-face conversations• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
A: Are we going to have a backup? A: Or we do just–B: But would a backup really be necessary?A: I think maybe we could just go for the kinetic energy and be bold !and innovative. C: Yeah.B: I think– yeah. A: It could even be one of our selling points. C: Yeah –laugh–. D: Environmentally conscious or something. A: Yeah. B: Okay, fully kinetic energy. D: Good.
define issue
propose resolution
face-to-face conversations• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
A: Are we going to have a backup? A: Or we do just–B: But would a backup really be necessary?A: I think maybe we could just go for the kinetic energy and be bold !and innovative. C: Yeah.B: I think– yeah. A: It could even be one of our selling points. C: Yeah –laugh–. D: Environmentally conscious or something. A: Yeah. B: Okay, fully kinetic energy. D: Good.
define issue
propose resolution
argue for/against
face-to-face conversations• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
A: Are we going to have a backup? A: Or we do just–B: But would a backup really be necessary?A: I think maybe we could just go for the kinetic energy and be bold !and innovative. C: Yeah.B: I think– yeah. A: It could even be one of our selling points. C: Yeah –laugh–. D: Environmentally conscious or something. A: Yeah. B: Okay, fully kinetic energy. D: Good.
define issue
propose resolution
argue for/against
agree
agree
agree
face-to-face conversations• if we ignore the structure, it’s hard to understand:
• c. 30% accuracy on detection of decision-related utterances• if we use the structure, we can do much better:
• c. 80% accuracy on detection of decisions
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
online conversations• people in social media have conversations too!
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
@SilkCharm: I wanted the relationship to work with @vodafone_au*sad face* @franpatt @dialogCRM @georgedonikian@xPeacex @uskovic @Prakky
@uskovic: @SilkCharm me too but sometimes the grass IS greener!@dialogCRM: @SilkCharm telcos are notoriously bad at customer
retention even though extending customer lifetime length should be a goal
@JJ8ird: butterfly effect on film4 in bed! Night world!x@MeLLon_11: @JJ8ird Good nite to you jj @WobbInce: @JJ8ird I am watching that!! Immense film.@SharWynne: @JJ8ird thx j been trying to find a film to watch let’s see if I can make sense of it this time...or just fall asleep watching it again x
online conversations• people in social media have conversations too!
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
@SilkCharm: I wanted the relationship to work with @vodafone_au*sad face* @franpatt @dialogCRM @georgedonikian@xPeacex @uskovic @Prakky
@uskovic: @SilkCharm me too but sometimes the grass IS greener!@dialogCRM: @SilkCharm telcos are notoriously bad at customer
retention even though extending customer lifetime length should be a goal
@JJ8ird: butterfly effect on film4 in bed! Night world!x@MeLLon_11: @JJ8ird Good nite to you jj @WobbInce: @JJ8ird I am watching that!! Immense film.@SharWynne: @JJ8ird thx j been trying to find a film to watch let’s see if I can make sense of it this time...or just fall asleep watching it again x
agree
online conversations• people in social media have conversations too!
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
@SilkCharm: I wanted the relationship to work with @vodafone_au*sad face* @franpatt @dialogCRM @georgedonikian@xPeacex @uskovic @Prakky
@uskovic: @SilkCharm me too but sometimes the grass IS greener!@dialogCRM: @SilkCharm telcos are notoriously bad at customer
retention even though extending customer lifetime length should be a goal
@JJ8ird: butterfly effect on film4 in bed! Night world!x@MeLLon_11: @JJ8ird Good nite to you jj @WobbInce: @JJ8ird I am watching that!! Immense film.@SharWynne: @JJ8ird thx j been trying to find a film to watch let’s see if I can make sense of it this time...or just fall asleep watching it again x
like
online conversations• online interaction structure may be similar to face-to-face
• (although not entirely)• but the language certainly isn’t ...
• ... and it changes very fast
• so we need some robust machine learning ...• ... but that’s another story
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
Nyt alexx tweetdreamsh RT @JDBAustralia: Goodnight everyone, i will tweet you all tomorrow <3 #loveislouder
BIEBER ALERT! #imoldenough to say @justinbieber’s new hair is FUCKING GORGEOUS
business applications• streamline social media engagement
• deal with a social data deluge• find valuable brand advocates• deal with the most pressing problems to brand reputation
• offer better metrics• next generation of social engagement metrics to marketers
• we track and measure conversations
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
the platform - conversations
Identifying conversations allows you to understand what people say in response to a message
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
the platform - brand advocacy
A positive tweet about a film on Film 4 which has had a great effect on the author’s surrounding community
Tap the node to explore & engage
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
the platform - brand advocacy
If you choose to you can join the conversation to build brand rapport
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
the platform - engagement metrics
We see a peak in the number of users engaged in conversation on the 27th
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
the platform - engagement metrics
Look at the metrics for that day, find the activity is between 14:00 - 15:00
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
the platform - engagement metrics
Look at the data and find the post - at the top of the CRM plot due to the high dynamic influence.
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
say hello...
• www.cbanalytics.co.uk (soon moving to chatterbox.co)
• @cbanalytics
@cbanalyticscbanalytics.co.uk (soon: chatterbox.co)[email protected]
