Presented by Gene Chuang at Q Tech Dinner at Lawry's Beverly Hills on 4/6/11

1. Likes and LocationsAdventure in Social Data Mining Gene Chuang – Exec Dir of Social Eng, ATTi Masahji Stewart – Founder, Synctree Q CTO Dinner 4/6/11 – Lawry’s Beverly Hills, CA

2. Dedication

3. Background

5. Social Local Mobile Loco

6. Why Mine Social and Local Data? Signals to improve user experience Timely and “Placely” Engagement Provide value – save time, save money Opt In, Privacy

7. Yp.com Infrastructure Ruby on Rails for Web, Login and API Solr/Lucene for Search Hadoop for Data pipeline Hive for Ad Hoc queries on Hadoop Ruby ETL scripts

8. Oauth 2 Oauth 2 is an open protocol that allows users to share their private resources (e.g. photos, videos, contact lists) stored on one site with another site without having to hand out username and password – instead they hand out tokens Think Valet Key

9. YP.comLogin/Registration

10. Login Layer A

11. Oauth 2 Dance

12. Semi-Social Search

15. Social Mining - Extract Extract Script Pull data out of a database (like Oracle), Hive, Files, hit Facebook, or any other source and output JSON data to STDOUT: For example to get count of the total users signed up by day: $ RAILS_ENV=production sdm extract total-users-by-day 2011-02-14 {"day":"2011-02-14","count":891,"total":1328636} {"day":"2011-02-15","count":1088,"total":1329724} {"day":"2011-02-16","count":1016,"total":1330740} {"day":"2011-02-17","count":1359,"total":1332099} {"day":"2011-02-18","count":1143,"total":1333242} {"day":"2011-02-19","count":660,"total":1333902} {"day":"2011-02-20","count":597,"total":1334499} {"day":"2011-02-21","count":874,"total":1335373}

16. Social Mining - Transform Transform scripts take JSON data in via STDIN and print JSON data out to STDOUT For example, to add ypids to existing facebook likes then filter out location and ypid matching data: $ cat data/facebook_likes_2011_01_12.json | sdm transform add-ypid | sdm transform filter-fields name phone location ypid_best_matchypidsypid_match_results id {"name":"SnuggleBunnies","location":{"city":"Carlisle","zip":"45005","country":"United States","state":"OH"},"id":"106864249335072","ypid_match_results":[]} {"name":"AssociateConstruction","location":{"city":"Franklin","zip":"45005","country":"United States","street":"31 Eagle Court","state":"OH"},"id":"235027821862","ypid_best_match":"6197197","phone":"(937)-746-2932"} {"name":"PHBistro","location":{"city":"Franklin","zip":"45005","country":"United States","street":"543 S Main Street","state":"OH"},"id":"261032274490","ypid_best_match":"1120570","phone":"(937)-743-0069"} {"name":"Bullwinkle's Top Hat Bistro - Miamisburg, OH","location":{"city":"Miamisburg","zip":"45342-2312","country":"United States","street":"19 North Main St","state":"OH"},"id":"260274607015","ypid_best_match":"12255503","phone":"(937)-859-7677"}

17. Social Mining - Load Load Load scripts read data in from STDIN and load it into another system (an example of this would be a dashboard) For example loading total facebook accounts by day into the web dashboard $ sdm extract total-fb-accounts-by-day 2011-01-10 | sdm load dashboard total_fb_accounts day total

20. Location Real-Time Fuzzy Matcher FP0 (exact match) Append LISTING_NAME + ADDRESS + CITY + PHONE Tokenize, normalize, strip punctuation, and stem Append tokens FP3 (fuzzy match) Append LISTING_NAME + ADDRESS + CITY + PHONE Tokenize, normalize, strip punctuation, and stem Remove tokens that are less than 2 chars long Remove upper-case short tokens (i.e., MD, CPA, DDS, etc) Remove non-phone, short, numerical tokens Remove stopwords based on top 170 most occurring listing_name tokens Order tokens alphabetically Append tokens Example: Vijay K. Sammy CPA, LLC153 Orchard StElmwood Park NJ - 07407(201) 218-0710 FP Method Value FP0 vijaiksammicpallc153orchardstelmwoodpark2012180710 FP3 0710201218elmwoodorchardparksammistvijai

21. Social Data Valid Facebook Access Tokens: 14K Total Unique Likes: 300K % Likes with Locations and/or Phones: 19% % Likes mapped to YPID: 38% Total Check-Ins: 530

22. Social Mining Mother Lode Social Search Local Recommendation Engine Discovery Wall Top 10 List Social e-Commerce Online Presence Management – Social CRM

23. Questions? genechuang@gmail.com http://www.twitter.com/genechuang http://www.quora.com/Gene-Chuang http://www.linkedin.com/in/genechuang