big data in 140 characters by joe rice
TRANSCRIPT
What’s happening in the World@josephlriceNovember 18, 2016
What’s possible when you know what the whole world is thinking about any topic at
any time?
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Twitter Data has unlimited value and near limitless application
What’s possible when you know what the whole world is thinking about any topic at any time?
TREND ANALYSIS
Tracking conversations using Twitter data as a leading indicator of long term and breaking trends
6 C O N F I D E N T I A L
C O N F I D E N T I A L
RISE OF HEALTHY FOOD CONVERSATION
Conversation about health food was on the rise in 2012-2014.
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Jan (2012)
Jun (2012)
Nov (2012)
Apr (2013)
Sep (2013)
Feb (2014)
Jul (2014)
Dec (2014)
Healthy Food
Junk Food
Measure
Twee
ts /
Mon
th
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C O N F I D E N T I A L
Oct 27 (2014)
Jan 31 (2012)
Aug 18 (2012)
Mar 6 (2013)
Sep 22 (2013)
Apr 10 (2014)
PALEO TREND TAKES THE LEAD IN 2015
Dairy
Gluten
Paleo
Measure
Twee
ts /
Day
0
2,000
4,000
6,000
8,000
10,000
12,000
Conversation about Paleo became dominant in early 2015
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EVENT DETECTION
Spikes in volume due to a specific external stimulus
MORE FOCUS FOR YOUR FOCUS GROUP
Supplement and inform primary research
Engage under represented groups
10 C O N F I D E N T I A L
DELIVER BETTER CUSTOMER SERVICE
Resolve questions faster and cheaper and increase revenue potential
22%of Twitter users with purchase intent who Tweet at brands receive a response
Millward Brown —Twitter Vertical Profile, 2014; percentages of consumers with intent t across tech, travel, telco, automotive, financial services, CPG, retail
Twitter amplifies voices including your great service
3.7x
American Express — 2011; Twitter Internal — 2015
5.8x 8.1x
In customer service inquiries on Twitter (and that’s a conservative estimate)
91%year over year growth
Online shoppers use social media for customer service every month
52.7Million
and Twitter’s role continues to growSocial customer care is too big to ignore
UPS, ComScore, eTailing Group via eMarketer —"Pulse of the Online Shopper” June 2015Crimson Hexagon — based on a sample of 2,200 dedicated brand customer service Twitter handles from Q1 2015 to Q1 2016
$1.75
$3.50
$5.25
$7.00
Phone Email Social
$1.00
$3.75
$6.00
McKinsey and Company via Forbes — “Social Care in the World of ‘Now,’” July 2015
Social care is cheaperAverage cost of a customer service interaction via channel
Responding to a resolvable issue through Twitter boosts willingness to spend 3% to 20% over an average priced item
Applied Marketing Science for Twitter —
Replying to Tweets creates revenue potential
Aggregated Customer Service Study, January - July 2016, values represent calculated price elasticity compared to people who didn’t receive customer service on Twitter
$8.98 or
3% increase in revenue potential per transaction
For airlines
$2.84 or
20% increase in revenue potential per transaction
For national pizza delivery brands
$8.35 or
10% increase in revenue potential per transaction
For telco companies
ENTERPRISE
CUSTOMER SERVICE
MARKETING
INVENTORY MANAGEMENT
OPERATIONS
PRODUCT DEVELOPMENT
SALES
RISK
CORPORATE STRATEGY
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A single Tweet can contain over 150 pieces of
information
User Name User ID Follower #s Location Tweet ID
Verified Date & Time Generator URLs Tweet Text
Account Desc Timezone Language Lists Media
Retweet Quote Tweet Reply Tweet Provider Klout Score
…more!
140 CHARACTERS+ DATA
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{ "id": "tag:search.twitter.com,2005:403224522679009280", "objectType": "activity", "actor": { "objectType": "person", "id": "id:twitter.com:1855784545", "link": "http:\/\/www.twitter.com\/LandenEhlers", "displayName": "Landen Ehlers", "postedTime": "2013-‐09-‐11T23:52:03.000Z", "image": "https:\/\/pbs.twimg.com\/profile_images\/378800000646150423\/83090ccb95a60def923c674e7bd002a0_normal.jpeg", "summary": "Senior Construction Science student at Texas A&M University. Barefoot Waterskiing National Champion. Vice President of the Texas A&M Waterski Team.", "links": [ { "href": null, "rel": "me" } ], "friendsCount": 65, "followersCount": 15,
A single Tweet can contain over 150 pieces of
information
User Name User ID Follower #s Location Tweet ID
Verified Date & Time Generator URLs Tweet Text
Account Desc Timezone Language Lists Media
Retweet Quote Tweet Reply Tweet Provider Klout Score
…more!
140 CHARACTERS+ DATA
"generator": { "displayName": "Twitter for Android", "link": "http:\/\/twitter.com\/download\/android" },
"geo": { "type": "Point", "coordinates": [ 30.622496, -‐96.3283527 ]
Application + Point Geo
TWITTER DATA SOLUTIONS
HISTORICALREALTIME INSIGHTSREALTIME HISTORICAL INSIGHTSEvery public Tweet,
as it is created
Understand what’s happening
Any public Tweet, back to 2006
Understand what already happened
Audience and Tweet Performance Data
Understand your audiences and organic
content
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Twitter Data
Analytics Providers or “Ecosystem”
Brands & Agencies
Acting on Insights from Twitter Data
Providing Analysis from Twitter Data
Creating Social Media Content
DATA POWERS THE ECOSYSTEM
Some brands
Twitter is a platform that shows sides and doesn’t take sides.