building a socially savvy brand

Revitalize Your Brand in a Data-rich, Hyper-connected WorldRavi Bapna Professor of Information Systems | Carlson School of ManagementCo-director | Social Media & Business Analytics Collaborative (SOBACO)

@ravibapna@SOBACO_UMN

Your brand . . .

search & display

mobile

social

Big Data

crowds

communities

. . . embedded in the digital world.

You can’t managewhat you can’t measure

You can’t improvewhat you can’t measure

1

In the next 20 minutes…

Connected

2 Big Data rich

3 Measurable

Billion+ people on the social graph

Flickr users, top: FaceMePls, DaveLawler, OneLaptopperChild. Below: gckphoto, sekihan, Rah.JY, djking.

Doing what they like to do

Flickr user: circulating

Addiction?

66% of smartphone users sleep with a phone next to them

Flickr user: wanderingone

Telenav Study, August 2011

caffeine

Which would you rather give up?

cellphone

or

55%give up caffeine

Telenav Study, August 2011

Flickr user BuzzFarmers

caffeine

Which would you rather give up?

cellphone

or

alcohol

Telenav Study, August 2011

Flickr user BuzzFarmers

70%give up alcohol

Which would you rather give up?

cellphone

or

Telenav Study, August 2011

Flickr user BuzzFarmers

sex 33%give up sex

Social revolution on the Internet

Social

Lifestyles

Photos

Newspapers

Research

…

Beauty

Politics

Job search

0 20 40 60 80 100E-mail Social Platforms

0

200

400

600

800

1000

2009 Users (million)2010 Users (million)

Courtesy: Misiek Piskorski

Number of site visits (index)

2Leaving a rich trail of dataLeaving a rich trail of data

Sources

enterprise systems

social media mobile

• Customer Relationship Management (CRM)

• Manufacturing Resource Planning (MRP)

• Finance resource management (FRP)

• Supply Chain Management (SCM)

• Human Resource Management (HRM)

• Mobile web

• Apps

• SMS

• Geolocation

• API

• Text mining

The Internet of Things

Courtesy: David Hardoon@SAS

It’s a 8 step journey!

3Leaving a rich trail of dataUniquely, individually measureable

What do we measure?

Metrics

Constructs

• Keyword and campaign efficacy

• Audience behavior and ad effectiveness

• Sentiment analysis and economic Impact

• Cross-media and cross-device effects

• Social network characteristics

• Peer influence

• Engagement

• Trust and reciprocity

• Predictive accuracy

(greed to follow)

FEAR

Flickr user: Jim Grady

United’s nightmare

Flickr user: Paul J.S.

http://www.youtube.com/watch?v=5YGc4zOqozo&feature=player_embedded

United’s nightmare

$3,500 guitar

3 million views in 1 week

$180 million estimated negative impact on brand

Flickr user: Paul J.S.

Go on the offense: 5 ideas to get started

1 Define a strategic goal

2 Create a social graph of customers

3 Identify influencers, sub-communities

4 Detect peer influence

5 Truly understand, predict and optimize

Go on the offense: 5 ideas to get started

1 Define a strategic goal

1 Define a strategic goal

2 Create a social graph of customers

3 Identify influencers, sub-communities

Four decades of consumer engagement

1980’s 1990’s 2000’s 2010’s

Courtesy Rob Cain, CIO, Coca Cola Company

Single message

Segmentation

Customization

Socially linked

Different ways to organize 100 people

Many types of centrality

A

Centrality is not enough…

B

DC

Think beyond individuals

3 and 5 together are more influential than 10

Density and clustering

Network structure can help identify sub-populations that can be targeted differently

Your homework

Analyze your own networkhttp://apps.facebook.com/touchgraph

Courtesy: Ghose et al, New York University

Brand Mapping using Text Mining

Audi A6 Honda Civic 252Audi A6 Toyota Corolla 101Honda Civic Audi 6 252Honda Civic Toyota Corolla 2762Toyota Corolla Audi A6 101Toyota Corolla Honda Civic 2762

Audi A6 Honda CivicToyota Corolla

Audi A6 --- 252 101

Honda Civic 252 --- 2762

Toyota Corolla

101 2762 ---

Message #1199 Civic vs. Corolla  by mcmanus   Jul 21, 2007 (4:05 pm) Yes DrFill, the Honda car model is sporty, reliable, and economical vs the Corolla that is just reliable and economical. Ironically its Toyota that is supplying 1.8L turbo ... Neon to his 16 year old brother. I drove it about 130 miles today. Boy does that put all this Civic vs. Corolla back in perspective! The Neon is very crudely designed and built, with no low ...

Associative Network

Product Co-occurrence Data

Courtesy: Ghose et al, New York University

Spring embedded Kamada Kawai graph

only ties with significant lifts (2 p.value<0.01) are included

The Car Models Network

Courtesy: Ghose et al, New York University

1 Define a strategic goal

2 Create a social graph of customers

3 Identify influencers, sub-communities

4 Detect peer influence

Behavior of friends is correlated in time and space

Photos courtesy Chris Dellarocas

Did you buy an iPhone? Did your friends?

iPhone 4 debut, Paris iPad 2 debut, Beijing

Detecting Peer Effects CausallyLast.fm Free-to-Fee Problem

SubscriberFriendCnt 0.65 2.85 0 0.000.00 541.00

SubscriberFriendCnt 2.85 10.35 0 1.000.00 709.00

Freemium >

Subscribed >

Do friends influence their friends to pay?

© 1983 by MGM/UA Entertainment Co.

Or, do birds of a feather flock together?

Flickr user: Kevin Krejci

Do friends (causally) influence their friends to pay?

Flickr user: The Reboot

Experimental Design

1. Randomly select 2000 users from the network

2. Half of them get the gift from us (group M) and half of them get no gift from us (group NM)

3. Wait for a few weeks

4. Check if there is a significant difference in adoptions between friends of M and friends of NM.

In the Last.fm case

SubscriberFriendCnt 0.65 2.85 0 0.000.00 541.00

SubscriberFriendCnt 2.85 10.35 0 1.000.00 709.00

Freemium >

Subscribed >

Higher likelihood of adoption if friend adopts

50%

1 Define a strategic goal

2 Create a social graph of customers

3 Identify influencers, sub-communities

4 Detect peer influence

5 Truly understand, predict and optimize

The Holy Grail

TRUST

Business models based on

Flickr user: tvangoethem

You will be asked to log into Facebook. Getaround is a community built on trust and by connecting with Facebook, you enable safe and open sharing.

Flickr user: ericarhiannon

Design a viral incentive scheme for this service

ALTRUISM

Viral schemes based on

Calvin and Hobbes © Bill Watterson

Find your path to becoming a social brand that matters

3MAY Our Data, Ourselves

Ramayya KrishnanHeinz College, Carnegie Mellon University

20-22NOV Social Media and Data Analytics

for Digital MarketingCarlson Executive EducationRavi Bapna & Anindya Ghose

Social Media & Business Analytics Collaborative

@SOBACO_UMNcarlsonschool.umn.edu/sobaco

THANK YOU

@ravibapna@SOBACO_UMN