Monetizing User Activity on Social Networks - Challenges and Experiences Meenakshi Nagarajan, Kamal Baid, Amit Sheth and Shaojun Wang KNOESIS, 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
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Meenakshi Nagarajan, Kamal Baid, Amit Sheth and Shaojun Wang KNOESIS, Wright State University M. Nagarajan, K. Baid, A. P. Sheth, and S. Wang, "Monetizing.
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Monetizing User Activity on Social Networks - Challenges
and Experiences
Meenakshi Nagarajan, Kamal Baid, Amit Sheth and Shaojun Wang
KNOESIS, 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
Targeted Content Delivery on SNSs
Content-based advertisements (CBAs) Well-known monetization model on the
Web but not translating well on SNSs
Monetizing content on Web 2.0 Where to monetize What to monetize
It’s the talk of the town!
State of the art – Content-Based Ads on SNSs
May 30,June 02 2009
June 01, 2009
State of the art – Content-Based Ads on SNSs
What is going on here..
Interests stated on user home/profile pages do not translate to purchase intents Interests are often outdated.. Intents are rarely stated on a profile..
Some highly demographic targeted cases work
Overall, click through stats are staggeringly low – show some
Intents in User Activity Elsewhere.. Missed Opportunities
June 01, 2009
Concert tickets
MP3 downloads
Services in and around location
June 01, 2009
Intents in User Activity Elsewhere.. Missed Opportunities
Challenges in Monetizing User Gener
Informal, casual nature of content▪ People are sharing experiences and events▪ Main message overloaded with off topic content
People are there to network▪ User attention to ads is not guaranteed
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
Talk Outline
System that generates ads based on activity (user generated content) elsewhere by
1. Identifying monetizable posts: intents behind user posts Pull content with monetization potential
2. Identifying keywords for advertizing from monetizable posts Dealing with off-topic chatter
System Overview and User Studies
User studies Hard to compare activity based ads to s.o.t.a
So we evaluate subgoals How well are we able to identify monetizable
posts (component 1) How targeted are ads generated using our
keywords vs. entire user generated content (component 2)
Identifying Monetizable Intents 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
‘does somebody know how’▪ Functional Compatibility - Impersonal pronouns▪ Empirical Support – 0▪ Pattern still retained – there might be support for somebody later on in the iterative
process
‘does john know how’▪ Pattern discarded
Functional Compatibility 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
Other details in the paper..
Over iterations, single-word substitutions, functional usage and empirical support conservatively expands Sis
Infusing new patterns and seed words
Stopping conditions
Sample Extracted Patterns
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
Identifying the Monetization Potential of a new post
Information Seeking patterns generated offline
Monetization Potential of a post calculated by Finding its Information Seeking score : Extracting
and comparing patterns in posts with extracted patterns +
Finding its Transactional Intent Score: Using the LIWC ‘Money’ dictionary ▪ 173 words and word forms indicative of transactions,
e.g., trade, deal, buy, sell, worth, price etc.
Benchmarking with Facebook Marketplace
Using a training corpus of 8000 user posts MySpace Computers, Electronics, Gadgets forum Generated 309 unique new Information Seeking
patterns
Test Set: Using 3 sets of 150 posts each from Facebook ‘to buy’ Marketplace All these posts have Information Seeking and
Transactional intents 81 % of these posts were identified as monetizable in
nature using our algorithm
Validates usefulness of action patterns
Identifying KeywordsOff-topic Noise Elimination from posts with Monetization Potential
Identifying Keywords for Advertizing
Identifying keywords in monetizable posts Plethora of work in this space
Off-topic noise removal is our focusI 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? :(
Conceptual Overview – Details in Paper
Topical hints C1 - ['camcorder']
Keywords in post C2 - ['electronics forum', 'hd', 'camcorder', 'somethin',
Sponsors: NSF (Semantic Discovery - SemDis), IBM UIMA Innovation Award 2007: "UIMA-based Infrastructure for Summarizing Casual,
Unstructured Text”, Microsoft's Beyond Search - Semantic Computing and Internet Economics Award 2008: Chatter, Intent and Good Karma for Targeted Advertising in Social Networks