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SENSE THE SENTIMENTS IN SOCIAL MEDIA DATAISS LEARNING DAY 2017
Dr Leong Mun Kew
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 1
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 2
Dr Leong Mun Kew is currently Deputy Director of ISS
responsible for ISS’ graduate programmes, and also running the
Analytics and Intelligent Systems practice.
Before joining ISS, he was with the National Library Board as
Chief Technology Officer and Deputy CIO. Before joining NLB,
he was Principal Scientist and Programme Director for Services
Research at I2R. Mun Kew’s personal research was in
information retrieval, digital libraries, distributed multilingual
search systems and media semantics, and he also looked after
research groups in natural language processing, security,
distributed systems, data mining and analytics. From 1999 to
2001, Mun Kew was VP and CTO of an IT start-up delivering
custom distributed deep search technologies and services.
MunKew received his PhD from Stanford University. He has
more than 30 years of R&D and commercial experience in IT. He
was Chair and Editor of the ISO/JTC1/WG2/24800 JPSearch
international standard, editor or past editor of a bunch of
journals and conference series, and a member of the Steering
Committee of the Singapore Bio-Imaging Consortium. MunKew
is a Senior Member of the Singapore Computer Society and was
a council member of the ITMA for many years.
Leong Mun Kew
Deputy Director,
NUS-ISS
Yuhao is currently Assistant Lecturer and Consultant
in NUS, Institute of Systems Science. Before joining
ISS, Yuhao was a Master Student of Mathematics in
NUS.
He currently teaches fundamental data analytics as
well as text analytics. More recently, he’s started to
work on deep learning for image and text analysis.
His research interest is in statistical data analysis
and data visualization. He is also a level 2 Candidate
in the CFA Program.
He has also completed several research projects :
PICO project studying financial incentives on the public's
travel behaviour, in partnership with the Land Transport
Authority (LTA) of Singapore
Competed a project in social network analysis which focus
on visualizing Facebook and Twitter networks with NodeXl
and Gephi
Analysed farecard data and visualized the data by using
the Microstrategy cloud platform
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 3
Cai YuhaoAssistant Lecturer
& Consultant,
Analytics &
Intelligent Systems
WHAT IS SENTIMENT ANALYSIS?
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 4
Wikipedia…
• Sentiment analysis (also known as opinion
mining) refers to the use of natural language
processing, text analysis and computational
linguistics to identify and extract subjective
information in source materials.
• Generally speaking, sentiment analysis aims
to determine the attitude of a speaker or a
writer with respect to some topic or the
overall contextual polarity of a document.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 5
Wikipedia…
• Sentiment analysis (also known as opinion
mining) refers to the use of natural language
processing, text analysis and computational
linguistics to identify and extract subjective
information in source materials.
• Generally speaking, sentiment analysis aims
to determine the attitude of a speaker or a
writer with respect to some topic or the
overall contextual polarity of a document.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 6
Let’s analyze an example to see…
(1) AhSeng123 2015:09:25:16:50:21 (2) Just lined up for
3 hours to get my iPhone 6S! (3) Score! (4) Got the pink
one for my gf. (5) She’s going to owe me big for that :-)
(6) Mine’s a grey one. (7) Screen is good but maybe not
as clear as my Samsung. (8) 3D touch is fun, but not
sure what I’m going to do with it (yet!) (9) Really slim
though. (10) Kinda expensive but I really like it.
Numbers in parentheses added to simplify discussion.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 7
Let’s analyze an example to see…
(1) AhSeng123 2015:09:25:16:50:21 (2) Just lined up for
3 hours to get my iPhone 6S! (3) Score! (4) Got the pink
one for my gf. (5) She’s going to owe me big for that :-)
(6) Mine’s a grey one. (7) Screen is good but maybe not
as clear as my Samsung. (8) 3D touch is fun, but not
sure what I’m going to do with it (yet!) (9) Really slim
though. (10) Kinda expensive but I really like it.
• What can you say about the entire paragraph?
• How about individual sentences?
• How about the product(s)?
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 8
Consider each sentence…
(1) AhSeng123 2015:09:25:16:50:21
(2) Just lined up for 3 hours to get my
iPhone 6S!
(3) Score!
(4) Got the pink one for my gf.
(5) She’s going to owe me big for that :-)
(6) Mine’s a grey one.
(7) Screen is good but maybe not as
clear as my Samsung.
(8) 3D touch is fun, but not sure what I’m
going to do with it (yet!)
(9) Really slim though.
(10) Kinda expensive but I really like it.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 9
Consider each sentence…
(1) AhSeng123 2015:09:25:16:50:21 States an opinion holder and a time
(2) Just lined up for 3 hours to get my
iPhone 6S!
(3) Score!
(4) Got the pink one for my gf.
(5) She’s going to owe me big for that :-)
(6) Mine’s a grey one.
(7) Screen is good but maybe not as
clear as my Samsung.
(8) 3D touch is fun, but not sure what I’m
going to do with it (yet!)
(9) Really slim though.
(10) Kinda expensive but I really like it.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 10
Consider each sentence…
(1) AhSeng123 2015:09:25:16:50:21 States an opinion holder and a time
(2) Just lined up for 3 hours to get my
iPhone 6S!
You find out the product – iPhone 6S
(3) Score!
(4) Got the pink one for my gf.
(5) She’s going to owe me big for that :-)
(6) Mine’s a grey one.
(7) Screen is good but maybe not as
clear as my Samsung.
(8) 3D touch is fun, but not sure what I’m
going to do with it (yet!)
(9) Really slim though.
(10) Kinda expensive but I really like it.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 11
Consider each sentence…
(1) AhSeng123 2015:09:25:16:50:21 States an opinion holder and a time
(2) Just lined up for 3 hours to get my
iPhone 6S!
You find out the product – iPhone 6S
(3) Score! Positive sentiment
(4) Got the pink one for my gf.
(5) She’s going to owe me big for that :-)
(6) Mine’s a grey one.
(7) Screen is good but maybe not as
clear as my Samsung.
(8) 3D touch is fun, but not sure what I’m
going to do with it (yet!)
(9) Really slim though.
(10) Kinda expensive but I really like it.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 12
Consider each sentence…
(1) AhSeng123 2015:09:25:16:50:21 States an opinion holder and a time
(2) Just lined up for 3 hours to get my
iPhone 6S!
You find out the product – iPhone 6S
(3) Score! Positive sentiment
(4) Got the pink one for my gf. Colour feature of the product
(5) She’s going to owe me big for that :-)
(6) Mine’s a grey one.
(7) Screen is good but maybe not as
clear as my Samsung.
(8) 3D touch is fun, but not sure what I’m
going to do with it (yet!)
(9) Really slim though.
(10) Kinda expensive but I really like it.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 13
Consider each sentence…
(1) AhSeng123 2015:09:25:16:50:21 States an opinion holder and a time
(2) Just lined up for 3 hours to get my
iPhone 6S!
You find out the product – iPhone 6S
(3) Score! Positive sentiment
(4) Got the pink one for my gf. Colour feature of the product
(5) She’s going to owe me big for that :-) Positive sentiment
(6) Mine’s a grey one.
(7) Screen is good but maybe not as
clear as my Samsung.
(8) 3D touch is fun, but not sure what I’m
going to do with it (yet!)
(9) Really slim though.
(10) Kinda expensive but I really like it.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 14
Consider each sentence…
(1) AhSeng123 2015:09:25:16:50:21 States an opinion holder and a time
(2) Just lined up for 3 hours to get my
iPhone 6S!
You find out the product – iPhone 6S
(3) Score! Positive sentiment
(4) Got the pink one for my gf. Colour feature of the product
(5) She’s going to owe me big for that :-) Positive sentiment
(6) Mine’s a grey one. Another product (now it’s two)
(7) Screen is good but maybe not as
clear as my Samsung.
(8) 3D touch is fun, but not sure what I’m
going to do with it (yet!)
(9) Really slim though.
(10) Kinda expensive but I really like it.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 15
Consider each sentence…
(1) AhSeng123 2015:09:25:16:50:21 States an opinion holder and a time
(2) Just lined up for 3 hours to get my
iPhone 6S!
You find out the product – iPhone 6S
(3) Score! Positive sentiment
(4) Got the pink one for my gf. Colour feature of the product
(5) She’s going to owe me big for that :-) Positive sentiment
(6) Mine’s a grey one. Another product (now it’s two)
(7) Screen is good but maybe not as
clear as my Samsung.
Screen: positive or not? Comparison?
(8) 3D touch is fun, but not sure what I’m
going to do with it (yet!)
(9) Really slim though.
(10) Kinda expensive but I really like it.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 16
Consider each sentence…
(1) AhSeng123 2015:09:25:16:50:21 States an opinion holder and a time
(2) Just lined up for 3 hours to get my
iPhone 6S!
You find out the product – iPhone 6S
(3) Score! Positive sentiment
(4) Got the pink one for my gf. Colour feature of the product
(5) She’s going to owe me big for that :-) Positive sentiment
(6) Mine’s a grey one. Another product (now it’s two)
(7) Screen is good but maybe not as
clear as my Samsung.
Screen: positive or not? Comparison?
(8) 3D touch is fun, but not sure what I’m
going to do with it (yet!)
Another feature: 3D Touch – was it
positive?
(9) Really slim though.
(10) Kinda expensive but I really like it.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 17
Consider each sentence…
(1) AhSeng123 2015:09:25:16:50:21 States an opinion holder and a time
(2) Just lined up for 3 hours to get my
iPhone 6S!
You find out the product – iPhone 6S
(3) Score! Positive sentiment
(4) Got the pink one for my gf. Colour feature of the product
(5) She’s going to owe me big for that :-) Positive sentiment
(6) Mine’s a grey one. Another product (now it’s two)
(7) Screen is good but maybe not as
clear as my Samsung.
Screen: positive or not? Comparison?
(8) 3D touch is fun, but not sure what I’m
going to do with it (yet!)
Another feature: 3D Touch – was it
positive?
(9) Really slim though. Another feature: slim – positive
(10) Kinda expensive but I really like it.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 18
Consider each sentence…
(1) AhSeng123 2015:09:25:16:50:21 States an opinion holder and a time
(2) Just lined up for 3 hours to get my
iPhone 6S!
You find out the product – iPhone 6S
(3) Score! Positive sentiment
(4) Got the pink one for my gf. Colour feature of the product
(5) She’s going to owe me big for that :-) Positive sentiment
(6) Mine’s a grey one. Another product (now it’s two)
(7) Screen is good but maybe not as
clear as my Samsung.
Screen: positive or not? Comparison?
(8) 3D touch is fun, but not sure what I’m
going to do with it (yet!)
Another feature: 3D Touch – was it
positive?
(9) Really slim though. Another feature: slim – positive
(10) Kinda expensive but I really like it. Another feature: price – negative? But
“I really like it”?
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 19
So, what’s sentiment analysis?
• What’s the sentiment of the entire document?• What’s the polarity: +ve, -ve, neutral?
• How about each sentence individually?• Can this be subjective?
• What’s the opinion holder’s sentiment about the product?
• Are there positive aspects and negative aspects about the product?
• Can you conclude (business wise) anything definitive from this single document?
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 20
So, what’s sentiment analysis?
• What’s the sentiment of the entire document?• What’s the polarity: +ve, -ve, neutral?
• How about each sentence individually?• Can this be subjective?
• What’s the opinion holder’s sentiment about the product?
• Are there positive aspects and negative aspects about the product?
• Can you conclude (business wise) anything definitive from this single document?
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 21
Well, it depends on what you want to do!
Ultimately…
What you want to do depends on your business question
A business question is one where, if you knew the answer, you would act
differently
Sentiment mining/analysis is just another tool to help you get the
answers you need
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 22
WHY IS UNDERSTANDING SENTIMENT IMPORTANT?
(WHY DO WE CARE?)
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 23
Opinions Matter to People
• Human beings are social creatures
• When we make decisions,• We want to know what others think (and do)
• E.g., TripAdvisor; HungryGoWhere, etc.
• We want to understand the product better• E.g., Amazon book reviews; product reviews in general
• Forums to exchange knowledge and experience
• We want reassurance• “My friends think I look fabulous in this”
• “500 people have bought this, they all can’t be wrong!”
• We have conviction• “I don’t care what they think; I know what I want”
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 24
Opinions Matter to Organizations
• Customers (citizens) are people after all
• Companies:• Use market studies, opinion polls, user studies, etc.
• Employ consultants, marketers, etc.
• Are concerned about publicity, brand and image• Reflects the organization core values
• Reflects the trust of the customers
• Really really worried about the effect of poor image on sales, stock prices, etc.
• Governments:• Similar concerns as above
• Need to win elections by the people
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 25
New Media’s changing landscape
• Social Media: new channels for consumers• Instead of friends, we are trusting strangers
• Instead of few “experts”, we rely on large numbers
• Social Media: omnichannel for organizations• No longer soliciting opinions; freely available
• Companies more responsive to social media postings than to traditional feedback/complaints
• Social Media: opportunities for startups• Many startups in sentiment space
• Driven from solving real problems
• Diverse domains from politics to stock market predictions
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 26
Obama’s 2012 Presidential Campaign Sentiment Analysis and Analytics
Two sentiments: • Support Obama
• Cast a Ballot (voting is optional)
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 27
Support Obama
Cas
t a
Ball
ot
NO
NO
YES
YESNo need to
do anything
No need to
do anything
Targeted ads
to change
their mind!
Initiatives to
get them out
to vote!
Adapted from: http://www.technologyreview.com/featuredstory/509026/how-obamas-team-used-big-data-to-rally-voters/
Business Outcome?
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 28
From: http://www.bloomberg.com/bw/articles/2013-05-31/obamas-data-team-totally-schooled-gallup
SOME EXAMPLES OF THE APPLICATIONS OF SENTIMENT MINING
FROM: HTTP://SENTIMENT.CHRISTOPHERPOTTS.NET/OVERVIEW.HTML#APPLICATIONS
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 29
Unless otherwise stated, all images and examples in this sub-section are from the above
This is an Amazon review of a book, but the target of the sentiment is the publisher.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 30
2. Brand Analysis, Reputation Management and Social Mentions
Twitter discussion after Netflix announced a price increase.
Netflix stock price…
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 31
3. The Emotions of a Nation
Sentiment “mobs” from wefeelfine
Facebook’sGross Happiness Index
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 32
4. Monitoring Real-World Events
Twitter sentiment in tweets about Libya, from the project Modeling Discourse and Social Dynamics in Authoritarian Regimes. The vertical line marks the timing of the announcement that Gaddafi had been killed.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 33
5. Media Studies
Sentiment Mining used to study media coverage and media bias:
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 34
From:
http://www.onthemedia.org/story/165916-
media-president-and-horse-race/transcript/
6. Financial Prediction
Rises and falls in the number of instances of words related to a calm mood could be used to predict the same moves in the Dow's closing price between two and six days later.
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 35
From:
http://www.thewire.com/business/2011/08/h
ow-twitter-based-hedge-fund-beat-stock-
market/41389/
Thank you!
(Total Slides=5) <Project code, file name, version> © 2015 National University of Singapore. All Rights Reserved 36