CPRsouth 2016 Zanzibar PIZZA TO POLICY Social Media

CPRsouth 2016 Zanzibar PIZZA TO POLICY: Social Media Analytics of a Pizza and implications for policy making Ashish Rathore IIT Delhi, INDIA ashishriitd@gmail. com

Research Question • How does the usage of social media provide valuable insights to businesses in developing new products? • How to identify the patterns and trends emerging in Twitter data for a new product? • How can network analysis help businesses in identifying lead users and their influence? • Whether social media analytics can be used for policy making?

Social Media Definitions“…. . group of Internet-based applications that build on the ideological and tech. foundations of Web 2. 0, and that allow the creation and exchange of User Generated Content (UGC)” (Kaplan & Haenlein, 2010) • “…. . essential sources of online communications and contents sharing, influences, observations, subjectivity, assessments, approaches, evaluation , feelings, opinions and sentiments expressions” (Naaman, 2010) Social Media Web 2. 0 UGC Social Media Content Network

Social Media in Product Development Customers (Thoughts, Emotions) UGC Businesses (New Product Development) Plan • Concept Design • Concept Evaluation Design Detailed Design Built Prototyping Ashish Test Prototyping Verification Produce Launching 4

Methodology • Social Network Site (Twitter) • Text Mining and Extraction Data Preprocessing Data Analysis • Topic detection and Clustering • Sentiment analysis • Community Detection • Network analysis • Graphs Data Visualization Social Media Platform: Twitter Tools: R (Open Source) & Node. XL Search Term: Dominos Italian Exotic Pizza Data Size: 52, 552 tweets (Pre-launch) & 63, 165 tweets (Post-launch ) Ashish 5

Results, Analysis & Discussion

Domain Clustering upcoming Pre-launch Post-launch existing

Word Frequency Comparative view of words with others Pre-launch Post-launch

Cont. . • order, easi, place, • tweet, order, job, effect, tweet, job, hire, welcome, free, delivery, gift, card, custom, service, want, sugar, sweet place, edit, return, get, hire, like, new, look • pizza order time, easy to order delivery and order, specific places, • delivery, start tweet, services, new pizza welcome notes from get free service, job appearance, taste of the company, girt cards, hire, look rep, return the new pizza, the jobs hiring in Dominos delivery way of engagement and sweet sugar about by tweeting and job pizza opportunity

Word Network Ideation based on the degree counts Pre-launch Post-launch

Directional Word Network Pre-launch Post-launch

Hierarchy of Words

Thematic Analysis Pre-launch

Post-launch

Sentiment Analysis • Emotion Classification Pre-launch Post-launch

Time Series Sentiment Analysis

Word Sentiment Categorization Pre-launch Post-launch

Community Detection Pre-launch Post-launch

Cont. .

Community Evolvement

Implication • • UGC / customers’ reactions for design To gauge product success/failure Approach of collecting data requires relatively low cost Community helps in understanding target audience and their collective judgement – transfer of effective information from public community to policymakers based on localized similar interests and behaviors

Policy Recommendations • Methodology extended for policy arena • Social media data inputs for policy making – GST in India – Transport policy using travellers’ views and experiences – In disaster emergencies, harvesting information for situation awareness and taking actions – Rumours & Social unrest

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Thanks You! Q&A

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