Using conversations to understand influence and interaction One of the main ways we influence each other is though conversation. Research in face-to-face interaction shows that automatically understanding conversations is a hard problem: success depends on our ability to model their structure and the context in which they're held. Matt & Stuart will present an overview of conversation research from academia, with social media examples from Chatterbox's Conversation Platform. Find more info at: http://chinwag.com/insight/psychology

1. Using Conversations to Understand Influence and Interaction
Dr Matthew Purver & Dr Stuart Battersby
@cbanalytics
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(soon: chatterbox.co)
info@cbanalytics.co.uk

2. online interaction
• can be quite hard to make sense of:
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3. face-to-face conversations
• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
A: Are we going to have a backup?
A: Or we do just–
B: But would a backup really be necessary?
A: I think maybe we could just go for the kinetic energy
and be bold ! nd innovative.
a
C: Yeah.
B: I think– yeah.
A: It could even be one of our selling points.
C: Yeah –laugh–.
D: Environmentally conscious or something.
A: Yeah.
B: Okay, fully kinetic energy.
D: Good.
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

4. face-to-face conversations
• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
A: Are we going to have a backup?
A: Or we do just–
B: But would a backup really be necessary?
A: I think maybe we could just go for the kinetic energy
and be bold ! nd innovative.
a
C: Yeah.
B: I think– yeah.
A: It could even be one of our selling points.
C: Yeah –laugh–.
D: Environmentally conscious or something.
A: Yeah.
B: Okay, fully kinetic energy.
D: Good.
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

5. face-to-face conversations
• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
A: Are we going to have a backup?
define
A: Or we do just–
B: But would a backup really be necessary? issue
A: I think maybe we could just go for the kinetic energy
and be bold ! nd innovative.
a
C: Yeah.
B: I think– yeah.
A: It could even be one of our selling points.
C: Yeah –laugh–.
D: Environmentally conscious or something.
A: Yeah.
B: Okay, fully kinetic energy.
D: Good.
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

6. face-to-face conversations
• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
A: Are we going to have a backup?
define
A: Or we do just–
B: But would a backup really be necessary? issue
A: I think maybe we could just go for the kinetic energy
and be bold ! nd innovative.
a
C: Yeah.
propose
B: I think– yeah. resolution
A: It could even be one of our selling points.
C: Yeah –laugh–.
D: Environmentally conscious or something.
A: Yeah.
B: Okay, fully kinetic energy.
D: Good.
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

7. face-to-face conversations
• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
A: Are we going to have a backup?
define
A: Or we do just–
B: But would a backup really be necessary? issue
A: I think maybe we could just go for the kinetic energy
and be bold ! nd innovative.
a
C: Yeah.
propose
B: I think– yeah. resolution
A: It could even be one of our selling points.
C: Yeah –laugh–. argue for/
D: Environmentally conscious or something. against
A: Yeah.
B: Okay, fully kinetic energy.
D: Good.
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

8. face-to-face conversations
• how do we make sense of conversation?
• e.g. detect decisions / action items in a meeting:
A: Are we going to have a backup?
define
A: Or we do just–
B: But would a backup really be necessary? issue
A: I think maybe we could just go for the kinetic energy
and be bold ! nd innovative.
a
C: Yeah.
propose
B: I think– yeah. resolution
agree A: It could even be one of our selling points.
C: Yeah –laugh–. argue for/
D: Environmentally conscious or something. against
A: Yeah.
B: Okay, fully kinetic energy.
agree D: Good. agree
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

9. face-to-face conversations
• if we ignore the structure, it’s hard to understand:
• c. 30% accuracy on detection of decision-related utterances
• if we use the structure, we can do much better:
• c. 80% accuracy on detection of decisions
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

10. online conversations
• people in social media have conversations too!
@SilkCharm: I wanted the relationship to work with @vodafone_au
*sad face* @franpatt @dialogCRM @georgedonikian
@xPeacex @uskovic @Prakky
@uskovic: @SilkCharm me too but sometimes the grass IS greener!
@dialogCRM: @SilkCharm telcos are notoriously bad at customer
retention even though extending customer lifetime length
should be a goal
@JJ8ird: butterfly effect on film4 in bed! Night world!x
@MeLLon_11: @JJ8ird Good nite to you jj
@WobbInce: @JJ8ird I am watching that!! Immense film.
@SharWynne: @JJ8ird thx j been trying to find a film to watch let’s see
if I can make sense of it this time...or just fall asleep
watching it again x
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

11. online conversations
• people in social media have conversations too!
@SilkCharm: I wanted the relationship to work with @vodafone_au
*sad face* @franpatt @dialogCRM @georgedonikian
@xPeacex @uskovic @Prakky
@uskovic: @SilkCharm me too but sometimes the grass IS greener!
@dialogCRM: @SilkCharm telcos are notoriously bad at customer
retention even though extending customer lifetime length
should be a goal
agree
@JJ8ird: butterfly effect on film4 in bed! Night world!x
@MeLLon_11: @JJ8ird Good nite to you jj
@WobbInce: @JJ8ird I am watching that!! Immense film.
@SharWynne: @JJ8ird thx j been trying to find a film to watch let’s see
if I can make sense of it this time...or just fall asleep
watching it again x
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

12. online conversations
• people in social media have conversations too!
@SilkCharm: I wanted the relationship to work with @vodafone_au
*sad face* @franpatt @dialogCRM @georgedonikian
@xPeacex @uskovic @Prakky
@uskovic: @SilkCharm me too but sometimes the grass IS greener!
@dialogCRM: @SilkCharm telcos are notoriously bad at customer
retention even though extending customer lifetime length
should be a goal
@JJ8ird: butterfly effect on film4 in bed! Night world!x like
@MeLLon_11: @JJ8ird Good nite to you jj
@WobbInce: @JJ8ird I am watching that!! Immense film.
@SharWynne: @JJ8ird thx j been trying to find a film to watch let’s see
if I can make sense of it this time...or just fall asleep
watching it again x
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

13. online conversations
• online interaction structure may be similar to face-to-face
• (although not entirely)
• but the language certainly isn’t ...
• ... and it changes very fast
Nyt alexx tweetdreamsh RT @JDBAustralia: Goodnight
everyone, i will tweet you all tomorrow <3
#loveislouder
BIEBER ALERT! #imoldenough to say @justinbieber’s
new hair is FUCKING GORGEOUS
• so we need some robust machine learning ...
• ... but that’s another story
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

14. business applications
• streamline social media engagement
• deal with a social data deluge
• find valuable brand advocates
• deal with the most pressing problems to brand reputation
• offer better metrics
• next generation of social engagement metrics to marketers
• we track and measure conversations
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

15. the platform
@cbanalytics
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(soon: chatterbox.co)
info@cbanalytics.co.uk

16. the platform - conversations
Identifying conversations allows you to understand what people say in
response to a message
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

17. the platform - brand advocacy
A positive tweet about a film on Film 4 which has had a great effect on the
author’s surrounding community
Tap the node to explore & engage
@cbanalytics
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(soon: chatterbox.co)
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18. the platform - brand advocacy
If you choose to you can join the conversation to build brand rapport
@cbanalytics
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(soon: chatterbox.co)
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19. the platform - engagement metrics
We see a peak in the number of users engaged in conversation on the 27th
@cbanalytics
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(soon: chatterbox.co)
info@cbanalytics.co.uk

20. the platform - engagement metrics
Look at the metrics for that day, find the activity is between 14:00 - 15:00
@cbanalytics
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(soon: chatterbox.co)
info@cbanalytics.co.uk

21. the platform - engagement metrics
Look at the data and find the post - at the top of the CRM plot due to the
high dynamic influence.
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk

22. say hello...
• www.cbanalytics.co.uk (soon moving to chatterbox.co)
• @cbanalytics
• info@cbanalytics.co.uk
@cbanalytics
cbanalytics.co.uk
(soon: chatterbox.co)
info@cbanalytics.co.uk