Sentiment Analysis as a tool for territorial marketing:
the new identity of the Royal Palace of Caserta is
increasingly social (... and international)
A research developed by SCAI (SuperComputing Applications and Innovation)
HPC department of the Cineca consortium
2017: a year with many innovations
More data:
- a year more:+5.500 posts
+34.000 tweet
- an additional data source:5.800 reviews from TripAdvisor
One more language: English
A new Strategy:
- a new algorithm
- a new dictionary
A new marketing strategy:- more events
- more attention to institutional social network
accounts:
+60.000 like on Facebook
+4.400 followers on Twitter
A new website
More tourists: +22.8%
About 100.000 interactions
(only in Italian and English language)
Social networks analyzed
10.320
users
(27%)
22.780 Twitter users
(59%)
5.260
Tripadvisor
reviewers
(14%)
Reggia di Caserta #Felicori
@ReggiaCe #MauroFelicori
#FiduciaCaserta
data extraction keywords
for Social Network
English Italian
FB 2% 98%
TW 14% 86%
TA 10% 90%
Language
Interactions
English Italian
FB 2% 98%
TW 20% 80%
TA 10% 90%
Language
Users
An increased presence
An international increase
How to interpret all this information?
Sentiment Analysis:
data mining application to
social networks
Sentiment is calculated
for
Italian and English
language interactions
General perception
Positive Sentiment
74%
Perception by type of Social Media
73% 80% 70%
Perception by web's key players
73%
80%
70%
Overall Sentiment 74%
Focus on: Twitter
73%
Focus on: English language
How to characterize sentiment
Lexical correspondance Analysis + Topic Analysis
Most frequent terms
N. Of Hashtags
Hashtag & sentiment
Counting
Automatic Projection of topic
Manual definition of topic
Topic Analysis
Most frequent terms for Italian (term frequency>10)
2016 2017
reggia
caserta
How characterize sentiment: counting
Most frequent terms for Italian – 2016 vs 2017 (term frequency>10)
How characterize sentiment: counting
2016
2017
2016
2017
How characterize sentiment: counting
Most frequent terms for English (term frequency>1)
2016 2017
reggia
palace
royal
caserta
How characterize sentiment: counting
Most frequent terms for English – 2016 vs 2017 (term frequency>1)
2016
2017
2016
2017
How characterize sentiment: counting
Number of Hashtags vs Hashtags & sentiment (in Italian Language)
2016 2017
How characterize sentiment: counting
Number of Hashtags vs Hashtags & sentiment (in English Language)
2016 2017
Topic analysis by manual definition(2015-2017)
Reliability improves
Reliability deteriorates
Sentiment decreases
Sentimentincreases
Reliability
Reliability =𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑖𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑜𝑛 𝒘𝒊𝒕𝒉 𝒔𝒆𝒏𝒕𝒊𝒎𝒆𝒏𝒕 𝐶𝑙𝑢𝑠𝑡𝑒𝑟𝑖
𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑖𝑛𝑡𝑒𝑟𝑎𝑐𝑡𝑖𝑜𝑛 𝑖𝑛 𝐶𝑙𝑢𝑠𝑡𝑒𝑟𝑖
Topic analysis by manual definition(Trend)
Lexical correspondance Analysis + Topic Analysis
Automatic topic identification
Italian Language
Others
Cluster 1:evento italia
cultura estate
reggia tornare
campagna
rivivere
giovane
italy
klimtexperience
museotolomeo
fabio fornasari
concert
museotattile
food
consorzio dop
reggiace
allareggiaconnoi
mibact reggiace
gallery
beniculturali
palazzorealenap
vistare
tweet
giornalista
edicola online
Cluster 3:corto erba
innovazione ondawebtv
grande
lacuocagalante
campagna grande
mondo parere
placida
reggiadicaserta
placida reggiace
caserta conoscere
maestoso mondo
Cluster 4: madeinitaly
reggia turismo
cultura felicori
presenza record
turista
airola
positano
reggia retrostanze
ente
reggiace
carla fracci
Cluster 2:news
turismo
italia italy
cultura italia
evento
show
reggia show
mozzarelladibufala
caserta evento
consorzio
estate
blog
3.423 lemma
296.162 occurrencies
18 lemma
257 occurrencies
16 lemma
323 occurrencies
1.414 lemma
144.215 occurrencies
Lexical correspondance Analysis + Topic Analysis
Automatic topic identification
English Language
Cluster 1:meeting
tango
unicef
experience klimt
klimtexperience
klimt reggia
mannoia
turismo
mostra
morricone
parigi prestito
hackert
Cluster 5:palazzorealenap
palazzomadamato
cversailles day
museiincomune
day hermitage
museumweek
hermitage
realessitios
Cluster 3:royal
maurofelicori reggiace
italy
maestriallareggia
architecture
garden
art
unesco
travel
lyric reggia
Cluster 2:info
concert
palazzo
venice
reggia venice
Cluster 4:architecture reggiace
flower
specialprice
picture
summertime
goodday
palaceday
happy
royalpalace
188 lemma
13.851 occurrencies
146 lemma
3.502 occurrencies
5 lemma
132 occurrencies
40 lemma
851 occurrencies
95 lemma
6.047 occurrencies
Sentiment Analysis as a tool for marketing support
Sentiment Analysis as a tool for marketing support
