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#ns14 Event Impact on IG through Following an Official Hashtag
The Digital Footprints Research Group
Eleonora, Emile, Simeona, Patty, Vimviriya, Philip at a distance: Anja Bechmann & Peter Vahlstrup
REMOTE EVENT !
NorthSide DK !
NorthSide Festival is a commercial festival, held every year in June in Aarhus, Denmark. The first festival was held in 2010 and it has evolved from a one-day event to a three-day festival in three
years. In 2014, 35,000 people participated in the festival. !
Digital Footprints Research Group Anja Bechmann, Head of Group & Associate Professor
5
Music Festival NorthSide 2014, Denmark
RESEARCH QUESTIONS !
1. How can we study event impact on IG through following an official #? !
2. To what extent can we map visitors' preferences by looking at the frequencies of the IG images (posted, liked, commented, tagged)?
!3. To what extent can we localize the festival through the geo tags in the IG media objects?
!4. To what extent can we use IG data to qualify the festival?
!
!SAMPLE
Instagram uploads under #NS14 !!!
12,000 images
and videos
120,000 images
and videos
Content Analysis
#ns14 Pre-festival day
During festival days
Post-festival day
12,000 images and videos
The Digital Footprints Research
!METHODOLOGY
!Main:
Use, explore and exploit the fact that it’s not a purely digital event. (Method validation?)
!!
1. Juxtapose (meta)data (of image and video) onto festival program 2. Content code random selection of images
3. Contrast top 200 most and 200 least liked images and videos 4. Use geotags extracted through the IG API
!!
Juxtapose (meta)data of images with festival program !!
PUBLISHED PICTURE FREQUENCY
LuluJames
ColdSpecks
Lars H.U.G Rhye Wild BeastsRy X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
JUNE 12THbefore festival
F E S T I V A LP RO G R A M
Green Stage
Blue Stage
Red Stage
JUNE 13THduring festival
JUNE 14THduring festival
JUNE 15THduring festival
JUNE 16THafter festival
Ry X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
pics number
likes
comments
highest amount
LEGENDA
Ane Brun RoyalBlood
White Lies Pixies QOTSA
The Blue Van FloggingMolly
Rudimental Arcade FIre
The Mountains Mont Oliver
Jurassic 5 Turboweekend Royksoppand Robyn
BrianJonestown M
Mø Asap Rocky Mew
Lucy Love Oh Land Franz Ferdinand The National
Donkeysound Reptile Youth Quadron Lana Del Rey
LuluJames
ColdSpecks
Lars H.U.G Rhye Wild BeastsRy X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
JUNE 12THbefore festival
F E S T I V A LP RO G R A M
Green Stage
Blue Stage
Red Stage
JUNE 13THduring festival
JUNE 14THduring festival
JUNE 15THduring festival
JUNE 16THafter festival
Ry X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
Ane Brun RoyalBlood
White Lies Pixies QOTSA
The Blue Van FloggingMolly
Rudimental Arcade FIre
The Mountains Mont Oliver
Jurassic 5 Turboweekend Royksoppand Robyn
BrianJonestown M
Mø Asap Rocky Mew
Lucy Love Oh Land Franz Ferdinand The National
Donkeysound Reptile Youth Quadron Lana Del Rey
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Level of analysis ALL pictures over 5 days summarised per hour
FINDINGS
Juxtapose (meta)data of videos with festival program !!
published video
LuluJames
ColdSpecks
Lars H.U.G Rhye Wild BeastsRy X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
JUNE 12THbefore festival
F E S T I V A LP RO G R A M
Green Stage
Blue Stage
Red Stage
JUNE 13THduring festival
JUNE 14THduring festival
JUNE 15THduring festival
JUNE 16THafter festival
Ry X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
Ane Brun RoyalBlood
White Lies Pixies QOTSA
The Blue Van FloggingMolly
Rudimental Arcade FIre
The Mountains Mont Oliver
Jurassic 5 Turboweekend Royksoppand Robyn
BrianJonestown M
Mø Asap Rocky Mew
Lucy Love Oh Land Franz Ferdinand The National
Donkeysound Reptile Youth Quadron Lana Del Rey
LuluJames
ColdSpecks
Lars H.U.G Rhye Wild BeastsRy X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
JUNE 12THbefore festival
F E S T I V A LP RO G R A M
Green Stage
Blue Stage
Red Stage
JUNE 13THduring festival
JUNE 14THduring festival
JUNE 15THduring festival
JUNE 16THafter festival
Ry X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
Ane Brun RoyalBlood
White Lies Pixies QOTSA
The Blue Van FloggingMolly
Rudimental Arcade FIre
The Mountains Jurassic 5 Turboweekend Royksoppand Robyn
BrianJonestown M
Mø Asap Rocky Mew
Lucy Love Oh Land Franz Ferdinand The National
Donkeysound Reptile Youth Quadron Lana Del Rey
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Level of analysis ALL videos over 5 days summarised per hour
Content code random sample of images !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Level of Analysis: 1. Random draw 50 images per 6 hours of the festival 2. Manually code using 5 codes (music, portrait, selfie, sphere, non-related)
JUNE 12THbefore festival
JUNE 13THduring festival
JUNE 14THduring festival
JUNE 15THduring festival
JUNE 16THafter festival
music
portrait
selfie
sphere
other
Ry X
Bombay Bicycle Club
Lucy Love
Donkeysound
Reptile Youth
James VMcMorrow
Oh Land
Franz Ferdinand
Quadron
Lana Del Rey Who Made Who
The National
Bombay Bicycle Club
The Mountains
Mont Oliver
BrianJonestown M
Mø
James V Mc-Morrow
Turboweekend
Asap Rocky
Mew Who Made Who
Jurassic 5
Royksopp and Robyn
Lulu James
Cold Specks
Lars H.U.G
Ane Brun
Royal Blood
White Lies
The Blue Van
Flogging Molly
Rudimental
Rhye
Wild
Pixies
QOTSA
Arcade FIre
PICTURES CONTENTS
F E S T I V A LP RO G R A M
1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM
Content code top 200 most and least liked IGs !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sampling: 1. 200 top liked and least 200 liked IGs. 2. Manually code using 5 codes (music, portrait, selfie, sphere, non-related)
Sphere
Music
Portrait
Non-related
Selfie
TOP 200 most LIKED !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
TOP 200 LEAST LIKED !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Use geotags to ground event 1 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
WORLD193 / 400 igs 200 most liked 200 least liked
NOT TAGGED207 of 400 total65 of 136 of
‘Cause there ain’t no business like showbusiness� @ tonyscottdk with @cocoquadron on stage yesterday - in your TV tonight! ‘Live from @ northside_dk - like being there’ tonight.
http://www.batchgeo.com/
Use geotags to ground event 2 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! DENMARK190 / 200 igs 200 most liked 200 least liked
!!
Use geotags to ground event 3 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! DENMARK190 / 200 igs 200 most liked 200 least liked
AARHUS 158 / 400 igs 200 most liked 200 least liked
Use geotags to ground event 4 !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
NORTHSIDE FESTIVAL GROUND123 / 200 igs 200 most liked 200 least liked
NORTHSIDE FESTIVAL GROUND123 / 200 igs 200 most liked 200 least liked
NORTHSIDE FESTIVAL GROUND123 / 200 igs 200 most liked 200 least liked
PRELIMINARY conclusions !
PRELIMINARY conclusions !
1. How can we study event impact on IG through following an official #? !
- The methodologies employed seem to deliver valid (and potentially much more code-dependent detailed) information
(external and internal validation). Example IG: More content during (inline with importance of acts) or after the events started.
Example IG x content: More music related content during or after the events started. !!
2. To what extent can we map visitors' preferences by looking at the frequencies of the IG images (posted, liked, commented, tagged)?
!- see combination of frequencies and content
Example1: Last day mostly Music related images & portraits Example 2: Decrease of the selfie over the festival (immersion?)
!
PRELIMINARY conclusions !
3. To what extent can we localize the festival through the geo tags in the IG media objects? !
See before - > Quite specifically
!!
4. To what extent can we use IG data to qualify the festival? !
Next slide !
PUBLISHED PICTURE FREQUENCY
LuluJames
ColdSpecks
Lars H.U.G Rhye Wild BeastsRy X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
JUNE 12THbefore festival
F E S T I V A LP RO G R A M
Green Stage
Blue Stage
Red Stage
JUNE 13THduring festival
JUNE 14THduring festival
JUNE 15THduring festival
JUNE 16THafter festival
Ry X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
pics number
likes
comments
highest amount
�������
Ane Brun RoyalBlood
White Lies Pixies QOTSA
The Blue Van FloggingMolly
Rudimental Arcade FIre
The Mountains Mont Oliver
Jurassic 5 Turboweekend Royksoppand Robyn
BrianJonestown M
Mø Asap Rocky Mew
Lucy Love Oh Land Franz Ferdinand The National
Donkeysound Reptile Youth Quadron Lana Del Rey
LuluJames
ColdSpecks
Lars H.U.G Rhye Wild BeastsRy X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
JUNE 12THbefore festival
F E S T I V A LP RO G R A M
Green Stage
Blue Stage
Red Stage
JUNE 13THduring festival
JUNE 14THduring festival
JUNE 15THduring festival
JUNE 16THafter festival
Ry X BombayBicycle Club
Mount Kimbie James V McMorrow
Who Made Who
Ane Brun RoyalBlood
White Lies Pixies QOTSA
The Blue Van FloggingMolly
Rudimental Arcade FIre
The Mountains Mont Oliver
Jurassic 5 Turboweekend Royksoppand Robyn
BrianJonestown M
Mø Asap Rocky Mew
Lucy Love Oh Land Franz Ferdinand The National
Donkeysound Reptile Youth Quadron Lana Del Rey
� � � � � � � �� �� �� �� �� �� �� �� � � �� �� �� �� �� � � � � � � � �� �� �� �� �� �� �� �� � � �� �� �� �� �� � � � � � � � �� �� �� �� �� �� �� �� � � �� �� �� �� �� � � � � � � � �� �� �� �� �� �� �� �� � � �� �� �� �� �� � � � � � � � �� �� �� �� �� �� �� �� � � �� �� �� �� ��
music
portrait
selfie
sphere
other
PICTURES CONTENTS
1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM 1AM - 6AM 7AM - 12AM 1PM - 6PM 7PM - 00PM