Introduction April 27 th 2016

Transcription

1 Social Web Mining Summer Term Introduction April 27 th 2016 Dr. Darko Obradovic Insiders Technologies GmbH Kaiserslautern d.obradovic@insiders-technologies.de

2 Outline for Today About the Lecturer Organisation of this Course Goals of this Course The Social Web Summary & Follow-Up

3 1.1 About the Lecturer

4 Professional Experience Researcher at DFKI from 2007 to 2015 in the area of Social Network and Social Media Analysis Since 2015 product manager at Insiders Technologies in the area of Corporate Response Management

5 Insiders Technologies Most successful spin-off from DFKI Based in Kaisersalutern with around 120 employees Corporate Input Management

6 1.2 Organisation of this Course

7 Lectures Twelve weekly lectures from April 27 th to July 13 th Wed from 10:00h to 11:30h in room

8 Exercises Weekly Exercise Sheets Some exercises require submission Discussion in five bi-weekly exercise sessions: May 19 th, June 2 nd, June 16 th, June 30 th, July 14 th Thu from 15:30h to 17:00h in room Registration for the exercises is mandatory! Go to KIS course INF U-7 Register until next Monday May 2 nd

9 Exercise Submissions Required submissions are a prerequisite for participation in the examination A substantial own solution is required one miss is allowed Submit by with the keyword #SWMEx in the subject line You should form teams of two students

10 Examinations Two dates per year, for 2016: July 25 th from 9:00h to 10:00h in room October 5 th from 14:00h to 15:00h in room All contents from the lectures and the exercises are relevant for the examinations

11 Information and Downloads Follow me on give feedback or ask public questions by mentioning me Check KIS courses for lecture and exercise Slides and Exercises will be provided via Moodle or Prof. Dengel's group website, or otherwise (TBA)

12 Books Accompanying this Course Mining the Social Web 2 nd edition by Matthew A. Russell O'Reilly Media, 2013 Programming Collective Intelligence by Toby Segaran O'Reilly Media, 2007

13 1.3 Goals of this Course

14 Subjects: Social Web + Data Mining

15 Social Web What is the Social Web? What data can be found in the Social Web? What are possible insights to be extracted? Opportunities and risks

16 Data Mining Know a selection of applicable methods Know how to choose and apply a method Understand the complexity of the algorithms Know how to fetch and prepare data Know how to visualise results

17 Web Technologies Get familiar with standard Social Web technologies Protocols, Formats, Services, Databases,...

18 1.4 The Social Web

19 World Wide Web History : Birth of the World Wide Web In 1989 Tim Berners Lee proposes a large hypertext database with typed links at CERN named WWW Combination of hypertext and Internet 1990: HTTP 0.9, HTML, web browser+editor, web server Jan 1991: first web servers outside CERN Aug 1991: public invitation to join the WWW

20 World Wide Web History : Birth of the Internet 1994: The Web evolves First modern, commercial and successful browser Mosaic to empower Netscape CERN agreed that the web protocol and code can be used royalty-free First international WWW conference Foundation of the W3C

21 World Wide Web History : Birth of the Internet 1994: The Web evolves : The Dot-com Bubble The Web has become commercialised Heavy investments in a new and hyped technology Most businesses did not have sustainable business models Survivors include Google, Amazon and ebay

22 World Wide Web History : Birth of the Internet 1994: The Web evolves : The Dot-com Bubble 2003: The Web 2.0 New concepts and a democratisation of the Web A turning point in the Web's history See What is Web 2.0? by Tim O'Reilly available online

23 Web 2.0 Principles Web-based applications Services with continuous deployment, the perpetual beta open standards, device-independency

24 Web 2.0 Principles Web-based applications Reach out for the long tail Only 10-20% form the head Self-service and algorithmic data management

25 Web 2.0 Principles Web-based applications Reach out for the long tail Data is central Embrace and enhance licensed data Participation, crowdsourcing and user-generated content

26 Web 2.0 Principles Web-based applications Reach out for the long tail Data is central Network effects from user contributions Collective intelligence The more users the better the service

27 Web 2.0 Principles Web-based applications Reach out for the long tail Data is central Network effects from user contributions Lightweight programming models RSS, REST, AJAX Hackability and Meshups

28 Web 2.0 Principles Web-based applications Reach out for the long tail Data is central Network effects from user contributions Lightweight programming models How about Google, Amazon and ebay?

29 But what exactly is the Social Web then?

30 The social web is a set of social relations that link people through the World Wide Web. W3C Social Web Incubator Group Report 2010

31 Social Web History 1960's: The first systems 1970's: Network-based bulletin boards 1980's: Usenet 1990's: Emergence of web-based social software 2000's: Rise of the modern Social Web 2010's: The Social Web becomes a way of life

32 The Social Web is part of the Web 2.0 and focused on social structures and interactions via the Internet. The term Social Web encomprises web based applications that support humans in information exchange, relation building and communication in a social context. translated from Social Web, Ebersbach et al., UTB 2008

33 Our Practical Definition Social Web = Social Media + Social Networking

34 Social Media Replaces and enhances traditional media newspapers, magazines, radio, television, The content is central user-generated content to be more precise Social context via sharing, feedback and discussion Examples: first Blogs and Wikis later Wikipedia, Flickr, Youtube, Twitter,...

35 Social Networking Enables human relationship management becoming friends, communication, The users are central user profiles, timelines, your social graph, Examples: MySpace, LinkedIn, Facebook, Google+

36 Example: Weblogs Articles in reverse chronological order Popularity of RSS (Really Simple Syndication) Social context via comments, trackbacks & blogrolling Typically well elaborated articles Communities around different topics Estimate of 1+ million articles per day

37 Example: Wikipedia Open collaborative encyclopedia Self-organised communities in multiple languages Founded in 2001, Wikipedia reached 36m articles in 291 languages and 495m monthly visitors by 2015 Collaborative social medium with discussions

38 Example: MySpace Friending, blogs, media sharing, Rise and Fall: Founded in 2003 Bought by News Corp. In 2005 for $580M Rejected to buy Facebook for $75m in M users by 2006 Most popular website worldwide in 2007, valuead at $12B Sold for $35M in 2011

39 Example: Facebook Founded in 2004 for Harvard students only Slowly Opened for other colleges and high schools Publicly accessible since 2006 Most social networking features supported Evolved into a complete platform 1.6B users as of August 2015 Market capitalisation exceeded $300B

40 Example: Twitter Microblogging with 140 characters launched in 2006 Public posts with usernames, hashtags, short URLs 300M+ active users, 1.3B signed up About 6,000 tweets per second 35M tweets about the semi-final BRA-GER in 2014 Barack Obama has 70M+ followers

41 Example: YouTube Founded in 2005, bought by Google in 2006 upload, view, rate, share and comment on videos Private and corporate channels 400+h video uploaded per minute 5B video views per day

42 1.5 Summary & Follow-Up

43 Summary for Today What is the Social Web? What data can be found in the Social Web?

44 Follow-Up Create your own Twitter account We will need it in the upcoming exercises Register for the Exercises if you still want to participate Form teams of two students

45 Exercise Sheet 1 Reading of What is Web 2.0 by Tim O'Reilly Short essays about Web 1.0 vs Web 2.0 examples Discussion of Social Web, Social Media and Social Networking definitions