Helping City Councils Understand their Citizens and React

Hugo Zaragoza Director of Websays

1

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!

2

“Internet” and public opinion (2.0, User Generated Content, Microblogging, Social Networks…)

3

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…)

4

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

5

“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.”

6

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!

7

A 5’ Technological Introduction…

• Capture (Crawling, APIs)

• Filtering (Relevance)

• Classification

• Analysis

• Aggregation / Summary

• Explanation

• Publication

• Engagement

8

Capture

multiple access channels, multiple object types

9

Filtering

7 Barcelonas in the world, 60% of conversation about soccer!

10

Classification: Topical

11

Classification: Topical

12

Classification: Unexpected Events

13

Classification: Sentiment

14

Analysis:“Abnormal” Event Detection

15

16

Analysis: Abnormal Event Detection

“Security Related” conversation in a City, Monday (top left) through Sunday (bottom right)

17

Fire an Alert as early as possible!

Communication &Content Generation

18

• 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

19

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

20

and so much more… ask me!

<[email protected]> @hugozaragoza

http://websays.com

thank you.21

Extra-Slides

22

23

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

24

© 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/

25