Monetizing User Activity on Social Networks
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Meena Nagarajan, Amit P. Sheth KNO.E.SIS Center
Wright State University
M. Nagarajan, K. Baid, A. P. Sheth, and S. Wang, "Monetizing User Activity on Social Networks -‐ Challenges and Experiences“, 2009 IEEE/WIC/ACM International Conference on Web
Intelligence, Milan, Italy
On social networks
Use case for this talk Targeted content = content-‐based advertisements Target = user profiles
Content-‐based advertisements CBAs Well-‐known monetization model for online content
May 30,June 02 2009
June 01, 2009
Interests do not translate to purchase intents Interests are often outdated.. Intents are rarely stated on a profile..
Cases that work New store openings, sales Highly demographic-‐targeted ads
June 01, 2009
June 01, 2009
CONTENT-‐BASED ADS ON THEIR PROFILES
Non-‐trivial Non-‐policed content ▪ Brand image, Unfavorable sentiments1
People are there to network
▪ User attention to ads is not guaranteed Informal, casual nature of content ▪ People are sharing experiences and events ▪ Main message overloaded with off topic content
I NEED HELP WITH SONY VEGAS PRO 8!! Ugh and i have a video project due tomorrow for merrill lynch :(( all i need to do is simple: Extract several scenes from a clip, insert captions, transitions and thats it. really. omgg i cant figure out anything!! help!! and i got food poisoning from eggs. its not fun. Pleasssse, help? :(
1Learning from Multi-‐topic Web Documents for Contextual Advertisement, Zhang, Y., Surendran, A. C., Platt, J. C., and Narasimhan, M. , KDD 2008
Cultural Entities
Word Usages in self-‐presentation
Slang sentiments
Intentions WHAT
WHY
HOW
Identifying intents behind user posts on social networks Content with monetization potential
Identifying keywords for advertizing in user-‐generated content Interpersonal communication & off-‐topic chatter
User studies Hard to compare activity based ads to s.o.t.a Impressions to Clickthroughs
How well are we able to identify monetizable posts How targeted are ads generated using our keywords vs. entire user generated content
Identification, Evaluation
Scribe Intent not same as Web Search Intent1
People write sentences, not keywords or phrases
Presence of a keyword does not imply navigational / transactional intents ‘am thinking of getting X’ (transactional) ‘i like my new X’ (information sharing) ‘what do you think about X’ (information seeking)
1B. J. Jansen, D. L. Booth, and A. Spink, “Determining the informational, navigational, and transactional intent of web queries,” Inf. Process. Manage., vol. 44, no. 3, 2008.
Action patterns surrounding an entity
How questions are asked and not topic words that indicate what the question is about
“where can I find a chotto psp cam” User post also has an entity
Set of user posts from SNSs
Not annotated for presence or absence of any intent
Generate a universal set of n-‐gram patterns; freq > f
S = set of all 4-‐grams; freq > 3
Generate set of candidate patterns from seed words
(why,when,where,how,what)
Sc = all 4-‐grams in S that extract seed words
User picks 10 seed patterns from Sc
Sis = ‘does anyone know how’, ‘where do i find’, ‘someone tell me where’….
Gradually expand Sis by adding Information Seeking patterns from Sc
Sc = all 4-‐grams in S that extract seed words
Sis = ‘does anyone know how’, ‘where do i find’, ‘someone tell me where’….
For every pis in Sis generate set of filler patterns
Sis = ‘does anyone know how’, ‘where do i find’, ‘someone tell me where’….
‘.* anyone know how’
‘does .* know how’
‘does anyone .* how’ ‘does anyone know .*’
Look for patterns in Sc -‐ Functional compatibility of filler
-‐ words used in similar semantic contexts -‐ Empirical support for filler
‘does anyone know how’
Functional properties / communicative functions of words
From a subset of LIWC1
cognitive mechanical (e.g., if, whether, wondering, find) ▪ ‘I am thinking about getting X’
adverbs (e.g., how, somehow, where) impersonal pronouns (e.g., someone, anybody, whichever) ▪ ‘Someone tell me where can I find X’
1Linguistic Inquiry Word Count,LIWC, http://liwc.net
Sc = {‘does anyone know how’, ‘where do I find’, ‘someone tell me where’}
pis = `does anyone know how’
‘does * know how’ ‘does someone know how’ ▪ Functional Compatibility -‐ Impersonal pronouns ▪ Empirical Support – 1/3
‘does somebody know how’ ▪ Functional Compatibility -‐ Impersonal pronouns ▪ Empirical Support – 0 ▪ Pattern Retained
‘does john know how’ ▪ Pattern discarded
Over iterations, single-‐word substitutions, functional usage and empirical support conservatively expands Sis
Infusing new patterns and seed words
Stopping conditions
does anyone know how
anyone know how to
i dont know what
know where i can
tell me how to
i dont know how
anyone know where i
does anyone know where
does anyone know what
anybody know how to
anyone know how i
im not sure what
does anybody know how
does anyone know why
i was wondering how
does anyone know when
tell me what to
im not sure how
i was wondering what
no idea how to
someone tell me how
have no clue what
does anyone know if
i dont know if
know if i can
anyone know if i
im not sure if
i was wondering if
idea what you are
let me know how
and i dont know
now i dont know
but i dont really
was wondering if someone
would like to see
see what i can
anyone have any idea
wondering if someone could
was wondering how i
i do not want
Information Seeking patterns generated offline
Information seeking intent score of a post Extract and compare patterns in posts with extracted patterns
Transactional intent score of a post ▪ LIWC ‘Money’ dictionary ▪ 173 words and word forms indicative of transactions, e.g., trade, deal, buy, sell, worth, price etc.
Training corpus 8000 user posts ▪ MySpace Computers, Electronics, Gadgets forum
309 unique new patterns, 263 unambiguous
Testing patterns for recall ‘To buy’ Marketplace – average 81 %
Off-‐topic noise elimination
Identifying keywords in monetizable posts Plethora of work in this space
Off-‐topic noise removal is our focus I NEED HELP WITH SONY VEGAS PRO 8!! Ugh and i have a video project due tomorrow for merrill lynch :(( all i need to do is simple: Extract several scenes from a clip, insert captions, transitions and thats it. really. omgg i cant figure out anything!! help!! and i got food poisoning from eggs. its not fun. Pleasssse, help? :(
Topical hints C1 -‐ ['camcorder']
Keywords in post C2 -‐ ['electronics forum', 'hd', 'camcorder', 'somethin', 'ive', 'canon', 'little camera', 'canon hv20', 'cameras', 'offtopic']
Move strongly related keywords from C2 to C1 one-‐by-‐one Relatedness determined using information gain Using the Web as a corpus, domain independent
C1 -‐ ['camcorder'] C2 -‐ ['electronics forum', 'hd', 'camcorder', 'somethin', 'ive', 'canon', 'little camera', 'canon hv20', 'cameras', 'offtopic']
Informative words ['camcorder', 'canon hv20', 'little camera', 'hd', 'cameras',
'canon']
Preliminary work
Keywords from 60 monetizable user posts Monetizable intent, at least 3 keywords in content 45 MySpace Forums, 15 Facebook Marketplace, 30 graduate students
10 sets of 6 posts each Each set evaluated by 3 randomly selected users
Monetizable intents? All 60 posts voted as unambiguously information seeking in intent
Google AdSense ads for user post vs. extracted topical keywords
Choose relevant Ad Impressions
VW 6 disc CD changer I need one thats compatible with a 2000 golf most are sold from years 1998-‐2004if anyone has one [or can get one] PLEASE let me know!
Users picked ads relevant to the post At least 50% inter-‐evaluator agreement
For the 60 posts Total of 144 ad impressions 17% of ads picked as relevant
For the topical keywords Total of 162 ad impressions 40% of ads picked as relevant
User’s profile information Interests, hobbies, tv shows.. Non-‐demographic information
Submit a post Looking to buy and why (induced noise)
Ads that generate interest, captured attention
Using profile ads Total of 56 ad impressions 7% of ads generated interest
Using authored posts Total of 56 ad impressions 43% of ads generated interest
Using topical keywords from authored posts Total of 59 ad impressions 59% of ads generated interest
User studies small and preliminary, clearly suggest Monetization potential in user activity Improvement for Ad programs in terms of relevant impressions
Evaluations based on forum, marketplace Verbose content Status updates, notes, community and event memberships…
One size may not fit all
A world between relevant impressions and clickthroughs Objectionable content, vocabulary impedance, Ad placement, network behavior
In a pipeline of other community efforts
No profile information taken into account Cannot custom send information to Google AdSense
Keywords to Ad Impressions Google Adsense like web service
Monetization potential of a keyword on the Web not the same on a social n/w? Ranking keywords in user post
We are building an F8 app Collaboration for clickthrough data
Google/Bing: Meena Nagarajan meena@knoesis.org http://knoesis.wright.edu/students/meena/
Google/Bing: Amit Sheth amit@knoesis.org http://knoesis.wright.edu/amit
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