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Seminars in Software and Services for the Information Society - - PowerPoint PPT Presentation

D IPARTIMENTO DI I NGEGNERIA INFORMATICA AUTOMATICA E GESTIONALE A NTONIO R UBERTI Master of Science in Engineering in Computer Science (MSE-CS) (MSE-CS) Seminars in Software and Services for the Information Society Umberto Nanni Social


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SLIDE 1

Master of Science in Engineering in Computer Science (MSE-CS)

DIPARTIMENTO DI INGEGNERIA INFORMATICA AUTOMATICA E GESTIONALE ANTONIO RUBERTI

(MSE-CS)

Seminars in Software and Services for the Information Society

Umberto Nanni

1 Seminars of Software and Services for the Information Society Umberto Nanni

Social Networks – A case study

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SLIDE 2

A case study: social networking in TLC

node: subject of interest arc: frequency / volume of communication in a given time communication in a given time window weighted arc: measured value unweighted arc: the threshold is exceeded problems: quantitative thresholds dynamic over time

2 Seminars of Software and Services for the Information Society Umberto Nanni

dynamic over time goal: identification of a “community” and roles within the community

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Analysis of telephone traffic (India, 53 mln users)

  • Call graph: Gcall
  • SMS graph: G
  • SMS graph: Gsms

in

  • ut

nucleus

3 Seminars of Software and Services for the Information Society Umberto Nanni

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Social Networks in telephone traffic

  • fixed network: properties less focused,

because the phone is used by several people because the phone is used by several people

  • mobile traffic: more distinct properties –

suitable for a social network interpretation Gcall : Call Graph

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Gcall : Call Graph Gsms : SMS Graph Gsms is more “social” than Gcall

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Call Graph: Gcall

  • degree distributions gin, gout follow Power Law
  • gin similar to Gint, but gout different from Gint
  • gin similar to Gint, but gout different from Gint

and Gmail

  • diameter < 13 → Small World Phenomenon
  • page-rank: p(i) = q/N + (1 − q) ∑[j:j→i]

p(j)/dout(j)

5 Seminars of Software and Services for the Information Society Umberto Nanni

p(j)/dout(j)

  • dimension of SCC: 1 giant component, then

Power Law

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Some results on Gcall

Bow tie nodes % of total

  • IN

8.5

  • nucleus (SCC)

63

  • OUT

18.7

  • TENDRIL, TUBE and DISC

9.8

6 Seminars of Software and Services for the Information Society Umberto Nanni

in

  • ut

nucleus

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SLIDE 7

Some results on Gsms

  • Gsms
  • about half number of nodes of Gcall
  • about half number of nodes of Gcall
  • about one third of arcs of Gcall
  • reciprocity (Gcall)= 30%
  • reciprocity(Gsms)= 60%

7 Seminars of Software and Services for the Information Society Umberto Nanni

sms

  • distribution of cliques: very different between Gcall

and Gsms

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SLIDE 8

Where to start from ...

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Property (from extremal graph theory)

Each dense component (50%) has very often (90%) a complete nucleus of small dimension (3 or 4). complete nucleus of small dimension (3 or 4).

A possible algorithmic approach (a heuristics, since the problem is untractable, in general):

  • a. find for nucleus’: small complete connected components of

small size (3 o 4)

9 Seminars of Software and Services for the Information Society Umberto Nanni

small size (3 o 4)

  • b. expand each nucleus as much as possible, by finding nodes

connected to all (or most of) the nodes in the nucleus

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Analysis of a social network

  • A. Identification of basic communities (clusters)

– identification of complete subgraphs of small cardinality (NUCLEUS’) (NUCLEUS’) – progressive expansion of the nuclei, to embrace the community

  • B. Identification of social patterns

– sequential analysis of communication events within the community

10 Seminars of Software and Services for the Information Society Umberto Nanni

  • C. Identification of roles within the community

– role in the events of communication and sequences

  • D. Identification of community related

– classification of communities according to the social patterns

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Communities and churning – a sequential analysis

11 Seminars of Software and Services for the Information Society Umberto Nanni

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Communities and churning – a sequential analysis

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Communities and churning – a sequential analysis

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Communities and churning – a sequential analysis

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Communities and churning – a sequential analysis

stable contended

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  • pen contest
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Procedure

Control information for verification

  • historical analysis of churning: MNP + CDR

identification of communities identification of communities sequence analysis of events within the community individuating roles Dynamic behavior of the Network

  • automatic activation of the recalculation when the

traffic graph shows deviation from the available

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  • automatic activation of the recalculation when the

traffic graph shows deviation from the available Possible improvements may come from exogenous kills (e.g., a psychologist)

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SLIDE 17

Some examples

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Social Network and marketing – miniglossary

  • social marketing: marketing for social interest
  • word of mouth: (it: passaparola)
  • influencer marketing: based on influential people
  • engagement marketing: involvement of customer

in marketing

  • viral marketing: exploitation of a social network

for disseminating a brand or a product

18 Seminars of Software and Services for the Information Society Umberto Nanni

for disseminating a brand or a product

  • stealth marketing: hidden marketing (unfair)
  • astroturfing: hidden marketing simulating a

spontaneous positive opinion (unfair)

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SLIDE 19

Viral Marketing

  • 1. there is an offer of products and / or

services (those not covered by the business) business)

  • 2. common motivations and behaviors can

be exploited

  • 3. there is an easy way to communicate to
  • thers the message
  • 4. existing forms of communication can be

19 Seminars of Software and Services for the Information Society Umberto Nanni

  • 4. existing forms of communication can be

used

  • 5. there exists a scalable solution
  • 6. others' resources are available
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SLIDE 20

Viral Marketing: a masterpiece

Tohato (Japan) launches two types of chips

  • Habanero (hot like the fire of hell)
  • Habanero (hot like the fire of hell)
  • Satan Jorquia (spicy like a fatal bazooka)

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