patterns of big social data

http://www.slideshare.net/ssood/[email protected]

Geektoid Mangala www.linkedin.com/in/sureshsood

twitter.com/soody

www.facebook.com/sureshsood

ssood

www.bravenewtalent.com/talent/suresh_sood

Hero5!

scuzzy55

soody

GreatMystery14

soody

Suresh S.

"frequent reader"suresh

Patterns of Social Big Data :

Accessing and Analysing Big Data

Agenda – Social Big Data

1. What’s this all about – Big Data ?2. What does big data mean for business and consulting ?3. Accessing and processing big data 4. Big Data Case Studies:

– Social media brand stories (PhD research)– Australian Twitter Analysis (Commercialisation)– Sydney International Airport (Consulting)

5. Predictions from Big Data6. Tools and Visualisation of Big Data7. Where are the new jobs?

MX , 19 July 2011 4

Unknown relationships

Unstructured data

95% of data not collected

Social-Psychological- local-Mobile-GPS-M2M

6

What is Big Data ?

Social CRM integrates social (psychological) data

7

Aquarius,Aries,Cancer,Capricorn,Gemini,Leo,Libra, Pisces, Sagittarius,Scorpio,Taurus,Virgo

Ambivalent, Employee, Opposer, Reporter, Supporter 11. Committed Partnerships, 12. Compartmentalised Friendship,13. Childhood friendship,14. Courtship,15. Fling, 16. Secret-Affair, 17. Enslavement , 2. Marriages of Convenience,3. Best Friendships,4. Kinships, 5. Rebounds/ Avoidance-Driven,6. Courtships,7.Dependencies 8. Enmities, 9. Love-Hate (Sweeney and Chew)

Africa,Argentina,Australia,Australia/Hong Kong, Austria, California, Canada, China, Egypt, England, Finland, France Germany, Guernsey, Holland, India, Indonesia, Ireland , Israel, Italy , Japan, Kuwait, Malaysia, Nepal,Paraguay , Philippines, Phillipines, Portugual, Saudi Arabia, Singapore South Africa, Spain, Sweden, Taiwan, Thailand,UK ,USA

A&F,Beijing ,Gucci,LVMH,New York,Old Navy, ,Paris, Sydney, Tiffany, Tokyo, Tommy, Versace

An-Verb,An-Vis,Hol-Verb,Hol-Vis

Depriv/Enhance,Enhance/Depriv

Variables and Data Types in Big Data Set

Exploring Variable Distributions (Training Data Set)

Data Visualisation of Variables (Training Data Set)

Item Frequency In Support of Association Rules

Display of Decision Tree for Brand as Target Variable

Model Comparison By Variables/Predictors

15/10

http://www.revolutionanalytics.com/images/product/compare-chart5.jpg

16/10

Why Revolution R ? 1.SAS Data Access with the ability to import SAS files directly into R, without the need for a separate SAS license.

2.Modern Editing and Debugging for R: Includes a complete IDE for the R language with a syntax-aware script editor for highlighting, indentation, and more. A full-featured visual debugger provides one-click breakpoints and step processing to improve code quality and the productivity of every R programmer.

3. Revolution R Enterprise is compatible with all 2,500+ open-source packages developed by the R community. Key community packages come pre-installed

4. Multi-processor performance. Revolution R Enterprise uses the power of multiple processors to run common matrix calculations in a fraction of the time.

5.Access Big Data: Revolution R breaks through R’s memory barrier out-of-memory data store that supports Big Data: data sets with thousands of variables and millions of rows. Easily process and select smaller aggregates from this data store using R commands, instantly making Big Data accessible to all of R’s thousands of in-memory analytics and data visualization functions

17/10

Why Revolution R ? 6.Analyze Big Data, Fast: Revolution R Enterprise enables statistical analysis of Big Data at unparalleled speed. Perform cross-tabulations, linear regressions and logistic regressions without the need for sampling or expensive specialized hardware. A high-performance out-of-memory data storage format combined with parallel streaming algorithms makes statistical analysis in Revolution R Enterprise many times faster than those of well-known legacy

7.A Stable R Distribution for Single Users and Teams: Built on the latest stable distribution of R and subjected to a rigorous build and test process, Supported on 64-bit Red Hat Enterprise Linux 5 and 32-bit and 64-bit Windows systems

8. Integrate R into User Applications. RevoDeployR, a server-based platform for Revolution R Enterprise, makes R ready for enterprise deployment. A scalable Web Services API makes it easy for application developers to securely integrate results computed in R into BI dashboards, spreadsheets, custom web applications and more. 9.Support and Services

10. Roadmap an easy-to-use graphical user interface, more statistical algorithms for Big Data, additional support for computing on local grids and in the cloud, integration with enterprise data stores including Hadoop.

+++ Free to academia

…Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station.

We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected.

40 year old Mom blogger “nightowlmama” (#260)18

Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010

19

20

“Most of what we know we don’t know we know. It usually seems that we consciously will our actions, but this is an illusion” (Wenger, Daniel 2002)

“…According to the spreading activation model of Collins and Loftus (1975), the

concepts (or brands in this case) are represented in memory as nodes…”

Adly Influencers via Twitter

Reach(millions) Influencer

10 savvy/active moms Jenny McCarthy, Kourtney Kardashian, Tori Spelling

6 passionate sports fans Cristiano Renaldo, Paul Pierce, Nick Swisher

12 trend conscious teens Paris Hilton, Kim Kardashian, Lauren Conrad

16 teen males 50 Cent, Ryan Sheckler, Ryan Higa.

14 women 18-34 Ivanka Trump, Mandy Moore, Serena Williams

20 men 18-34 Mark Cuban, Jalen Rose, Michael Ian Black

Twitter and Marketing Predictions• Tweets is “found data” without asking questions

• More meaning than typical search engine query• • Large numbers of passive participants in natural settings

• Twitter can predict the stock market (Lisa Grossman, Wired, Oct 19 2010)

• Predict movie success in first few weekends of release– “…it also raises an interesting new question for advertisers and marketing

executives. Can they change the demand for their film, product or service buy directly influencing the rate at which people tweet about it? In other words, can they change the future that tweeters predict?”

Tech Review, http://www.technologyreview.com/blog/arxiv/25000/

22

Google Flu Trends

When does Aus/NZ Tweet?

Count of Tweets

Hour of Day

When is Aus/NZ Most Happy?

Proportion of Tweets with+ve emotion

Hour of Day

Which City Swears Most?

Proportion of Tweets withprofanity

City

Which City is Sad ?

Proportion of Tweets withsadness

City

Which Archetype ?

Proportion of Tweets witharchetype

count of tweets

2011 Australian Social Media Data

30

Source: Burson-Marsteller Asia-PacificSocial Media #Infographics H1 2011 August 2011

Source: Nielsen State of the online market: evolution or revolution?March 2011

Mobile internet 50% penetration amongst online Australians in 2010

35 % penetration of smartphones among online Australians

8% of online Australians use tablet[ end 2011 forecast 24% +]

71% accessing audio or video content online in 2010 and 35% on a weekly basis

3 in 4 online Australians tap consumer opinion about brands, products and organisations, found in social media

63% have Facebook profile

46% have clicked the Facebook ‘Like’ button for a brand, product, org.

43% share their opinions about brands and products via social media

53% engaged with a brand or company on a social networking site

36% engaged with government or politicians on a social networking site

Australian Facebook Demographics (Source:socialbakers.com)

31

Most Online Australian Adults Use Social Media RegularlyMarch 2011 “Online Australians Shift To Social Networks”

Increasing social media engagement

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Countries Show Distinct Social Media BehaviorsJanuary 2012 “Global Social Media Adoption In 2011”

Countries Show Distinct Social Media Behaviors (Cont.)January 2012 “Global Social Media Adoption In 2011”

Popular Social Networking Sites by Country

China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent UK - Facebook, Bebo, MySpaceNZ - Facebook, Bebo MySpaceUSA - Facebook, MySpace, TwitterKorea – Cyworld Japan – Twitter, Mixi.jp (22 M users at 31/10)Germany - Facebook, StudiVZ, MySpace

These social networks exclude popular dating sites e.g. Flirtomatic (UK) and loveonline (NZ)

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Google+ Stream and Hangouts

38

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New Generation of Social Platforms

Tag Cloud of Paige’s Story About Travel to Paris

Created from Daniel Steinbock’s TagCrowd under Creative Commons ©

4040

1.Gayle

3. Paris

2. Paige

+

+

4.”The occasion was my cousin Paige’s 16th”

5. “I am a Canadian and get by in French.”

6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! "

7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) "

8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler."

9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again."

10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip."

11.Sites•The Marais•Notre Dame•L'Arc de Triomphe - 248 steps up and 248 steps down...•Champs Elysee•Jacquemart Museum•Louvre Lite•Musee D'Orsay•Les Invalides, Napoleon's Tomb and the Napoleon Museum•Sacre Coeur•Monmartre•Rodin Museum•Pompidou Museum•Train to Vernon, bike to Giverny with Fat Tire Bike Tours•http://www.fattirebiketoursparis.com/•Eiffel Tower

Elaboration of Trip to Paris Blog Story (Means-End & Heider)

Woodside, Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing

12. Unforgettable Memories"This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped her camera…down 6 flights…we were stunned…SpanishFamily below standing below [with pieces of the camera]”

15." Michael Osman is an American artists living in Paris.""He supplements his income by being a tour guide." I" found out about him on Fodors""So I engaged Michael for two days."

16. "On our trip to Giverny, we met a young woman from Brisbane, Australia who was traveling on her own and we invited her to join us. Three of us enjoyed delicious and innovative soufflés, while Paige had the rack of lamb. We shared two dessert soufflés, one chocolate and the other cherry/almond. Yum"

17. "I wanted Paige to get a feel for shopping experiences that

she would not have at home (aka the ubiquitous mall). "

18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."

13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".

14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."

+

+

+

+

19....."I know Paige will treasure the memory of this girl's trip for many

years to come."

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Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words

LWIC dimension “I love Paris”Paige’s Story

Personal texts Formal texts

Self-references (I, me, my)

6.12 11.4 4.2

Social words 10.55 9.5 8.0

Positive emotions 3.04 2.7 2.6

Negative emotions 0.54 2.6 1.6

Overall cognitive words 4.12 7.8 5.4

Articles (a, an, the) 7.74 5.0 7.2

Big words (> 6 letters) 18.40 13.1 19.6

Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.

42

Iconic Sites & Scenes from Paris Blog• Eiffel tour night show• The Marais• Notre Dame• L'Arc de Triomphe - 248 steps up and 248 steps down...• Champs Elysee• Jacquemart Museum• Louvre Lite• Musee D'Orsay• Les Invalides, Napoleon's Tomb and the Napoleon Museum• Sacre Coeur• Monmartre• Rodin Museum• Pompidou Museum• Train to Vernon, bike to Giverny with Fat Tire Bike Tours

www.fattirebiketoursparis.com/

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Marketing & Advertising Strategy Implications the Story of Paige

• Story told in natural city setting • Assume Paris = brand• Brand is supporting actor enabling Gayle to achieve her goals of

showing Paris to Paige (conscious) and help her coming of age (unconscious)

• Builds favorable consumer brand relationship: best friendship (Fournier 1998)

• Show someone Paris: Share experience,teacher-student,”fairy-godmother” or be the tourist guide

• Use social relationships to sell cities• Interpersonal relationships (people travel with people) • Near conversational interaction with brand:

story is called “I love Paris”

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How Social Media Supports the Myth of Paris

Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture, toureiffel, city, cathedral,louvre, museum

Casablanca“We'll Always Have Paris”

City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers

47

Conversation Gap - Vacation and Paris

* Total identified blogs: 99,181,005 @ 18 December, 2008

48

Paris – Equity Share Analysis of Attributes

* Total identified blogs: 151,048,780 @ 24 November, 2010

Conversation Gap (Rubel 2005)

Brand share of the online conversationGap between the total number of conversations about a category and the proportion which mention the brand operating in the category

Equities of a Brand (Stein 2006)

Topics being mentioned in conversations about a brand with equity share corresponding to the frequency at which each topic is mentioned

See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing

Brand Equity - Conversational

Blog Mentions Sydney Opera House, TaJ Mahal & Great Wall China

A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs

Buzz Campaign Brief Deliverables:

• Social media campaign (micro blogging) igniting conversations around recently launched SSP restaurants/units/offering

• Customer education via social media around the $500m facelift at Sydney International Airport.

• Social media ‘micro-test’ targeting English speakers over 4 months concluding January 31, 2011.

• Create conversational sparks (social articles) stimulating discussions and interactions around the four KPIs of SSP Australia

– Environment, Emotional Experience, Service and Product.

ServiceBlogs - 13Videos - 24Photos - 51

EnvironmentBlogs-27Videos-36Photos-94Newsletters-3

ProductBlogs-32Videos-35Photos-69Newsletters-3

Emotion/ExperienceBlogs-26Videos-34Photos-128Newsletters-2

Confidential | Do not reproduce without prior written permission from MMG

Consumers use social media to give SSP real time feedback.

• Proof of Concept: Meet Michael H from Perth, WA. He was a real unsolicited spontaneous ‘Mystery Shopper’ at Trattoria Prego, his feedback he syndicated to multiple social touch networks.

•


Social Network & Media Asset Register

14,624 Following 14,335 Followers 32,512 Tweets 146 Lists**

34 videos 2,239 views 4,980 channel views* 28 comments

132 Unique photos 43 Videos 44 Blog Posts

58 photos2,368 views

648 Check-In 182 Unique Visitors

98 images 31 videos

*number of times more that anyone has looked at YouTube/Freshonthego channel**incidences where a Twitter users has classified you as important in a unique way - a sign of deeper engagement


Social articles attract quality clicks.

Total number of clicks on Bit.ly links over the past four months is 3,499 43% of these links were clicked on from within Australia.

These results above are from the past seven days to 31st January 2011 from Bitly.com a website which follows and tracks all unique links leading back to a specific URL.


Facebook Fan Page Socialgraphics There are currently 1,263 fans for the SSP Australia Facebook Fan Page. In comparison, Caviar House & Prunier (global fan page) has 376 fans and Itacho Sushi have 642 fans. There have been 20,817 views of the Facebook Fan Page within the last 30 days.The most frequent referrer to the Facebook Fan Page from an external source is from YouTube.There are 31 videos currently uploaded to the Facebook Fan Page. There are currently 15 photo albums uploaded to the page.


FreshOnTheGo Key Insights

•FOCUS AREA: Consumer Engagement Behaviour Analysis: (Campaign highlights)

1.Emotional Experience/Environment - Lunch With A Lingerie Model (Montreux Jazz Café) http://youtu.be/ky7ea_c-dP8 566 views, 3 tweets, shared to Facebook 5 times. (.01% engagement - entertaining but not compelling.)

2. Service/Corporate Culture: Experience Accidental Magic (SSP) – 165 views http://youtu.be/9HGAy77DJm4 shared to Twitter 130 times, shared to Facebook 10 times. (84% of viewers shared - STICKY)

3.Product: Happy Bites at Itacho http://youtu.be/D98TWCPchRc viewed 224, tweeted 199 times, shared to Facebook 15 times. (95% of viewers shared - VERY STICKY CONTENT)

4.Product/Experience/Corporate Culture: That’s Amore Pizza Making (Prego)-http://youtu.be/9oRq2cnXqrE 172 views, 3 Tweets, shared to Facebook 52 times (31% of viewers shared)

Right Platform for Target Audience

TSFs - Travel Social Fans

http://youtu.be/ky7ea_c-dP8

http://livepage.apple.com/

http://youtu.be/D98TWCPchRc


Key Insights


Key Insights: Caviar House

2, 001 Following 902 Followers 16 Lists

7 videos289 views

39 Unique Pictures8 Videos9 Blog Posts

14 Pictures624 Views

55 Check-Ins11 Unique Visitors

23 Pictures3 Videos

The results over past four months indicate Caviar House & Prunier has 46% greater brand strength since October 2010 according to *Social Mention.com.

There have been no “offers” in place for Caviar House and therefore limited “brand play” as there was no basis for buzz and no interaction between local and global brand teams.

Caviar House & Prunier video content was the popular and the primary source of engagement and more could be done on the education of the Global brand strength and localisation of the offer (fresh seafood) in conjunction with global social media team of Caviar House.

TextText


Key Insights: Danks Street Depot2,001 following 1 ,284 followers 14 Listed

6 videos242 views

10 Pictures3 Videos5 Blog Posts

13 Pictures

195 Check-In38 Unique Visitors

16 Pictures3 Videos

SocialMention.com indicates a 76% greater brand signal than when the campaign commenced for search parameter “Danks Street Depot Airport”.

Tweets and blogs focusing on Danks Street Depot’s ethos proved to be the most engaging content and Product the most common focus articulated in real-time feedback.


Key Insights: Bambini Wine Room2,001Following1,178 Followers17 listed

4 videos 247 views

17 Pictures2 Videos7 Blog Posts

11 Pictures

103Check-In

12 Pictures2 Videos

Bambini Wine Room has 74% greater brand strength than campaign commencement.

SocialMention.com sentiment analysis shows that compared to their primary competitor The Black Tonic Espresso Bar, Bambini Wine Room has a more visible online presence by Foursquare check-ins and customers would like to see more continuity of brand message.

Environment/Experience,Product was “notable” to a traveler. (see real-time guest feedback by @witheredwords)


Key Insights: Itacho Sushi2, 001 Following1, 060 Followers7 listed

5 videos317 views


13 Pictures1, 744 views


16 pictures2 videos

The results over the past four months indicate that Itacho Sushi has 64% greater brand strength than when the campaign commenced. The sentiment analysis shows that compared to their primary competitor China Grand Restaurant, by customer segmentation, Itacho Sushi has a far more visible brand presence.

PRODUCT is the most popular KPI focus illustrated by measured interaction - 98% “Last Mile” share rate reported on YouTube. Immediate next steps include development of contextually relevant videos in Asian languages, as Chinese flights to Australia have since 2009, increased by 26.2%.


1 439 Following889 Followers8 listed

6 videos816 views

31 Unique Pictures25 Videos (including 19 videos from the Montreux Jazz Festival)11 Blog Posts

10 Pictures


18 pictures2 videos

SocialMention.com indicates 60% greater brand strength since October 2010. Competitive analysis indicates greater online presence than The Terrace Bar by check-in and mention.

Montreux Jazz Café’s online presence has lead to more frequent engagement and mention from local key influencer audiences.

Focus feedback included Product, Emotional Experiences and Summer of Lunch campaign demonstrated an integrated social approach with customers going “Last Mile” when @montreuxjazzsyd online friends met in real life with purpose and drove sales revenue. Montreux Jazz Cafe is the first of SSP Australia to demonstrate characteristics of a community.

Key Insights: Montreux Jazz Cafe


2 001Following854 Followers11 listed

3 videos325 views


8 Pictures


13 pictures1 videos

Trattoria Prego (a ‘made up’ brand) has 74% increase in brand strength since October 2010 according to SocialMention.com.

Trattoria Prego is one of the most engaged social brands of SSP with redemption of “FreshonTheGo” offers which increased top-line sales.

Focus feedback on Product, Emotional Experience and Environment have been articulated in real-time feedback and through multiple social platforms by engaged customer as well crisis management program tested/deployed as necessary for complaints.

TextTextText

Key Insights: Prego

Twitter Town Hall @ White House • 6 July 2011 • #AskObama

• 160,000 questions and comments combine into 17 questions

• Multi prong approach to narrow Tweets :

– Partner with service provider Mass Relevance to curate, visualize and integrate which topics were generating the greatest discussion.

– Curation technology TweetRiver aggregates and filters Tweets with the #AskObama hashtag into real-time topic streams, including jobs, the budget, taxes, education and health care.

– Use own signals to measure engagement (Retweets, Favorites and @Replies) within these topics.

– Group of Twitter users (called "curators") helped flag questions from their communities through retweets

https://dev.twitter.com/blog/behind-scenes-white-house

Summary Twitter Town Hall @ the White House

#AskObamaand “Twitter Town Hall”

@whitehouse@townhall@barackobama

Salesforce radian6 report

Gender: Twitter Town Hall @ the White House


Total View – Issue Segments and Gender Breakdown for 6 July 2011


Sharing Stories

What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience.

ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010

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Sponsored Stories- Facebook

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Stories and Listening to Brand Attributes

• Your own stories are ego centric

• Stories others tell about you to friends and associates (future prospects) are powerful

– What vocabulary do others use– What do others tell about your skills– What stories do you tell about others

• Brand attributes are what others write and repeat71

Social Media Conversation Calendar Triggers

• Tweets ~ 1 to 2 per day• Facebook status daily• YouTube weekly• New content ~ 3 to 5 hours per month• New online contacts ~ 1 hour per month • New blog post ~ 1 per working day

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Analytics from Social Big Data

8 Levels of Analytics(Davenport)

Key Social Media Questions

Standard Reports What conversations are taking place?

Ad Hoc reports When and where are conversations taking place?

Query Drilldown What are the sentiment of conversations?

Alerts What actions are required?

Statistical Analysis Why are these conversations occurring?

Forecasting What if conversations continue?

Predictive Modeling What conversations are next?

Optimization How can we lead conversations?

http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics orginally adapted from Davenport T (2007), Competing on Analytics

73

First Step Monitoring [Brand] Conversations & Tips

• Social Media Dashboard

– All social media sources relating to brand– RSS technologies– Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )

• Weak Signals– Twitter early warning in advance of blogging

• Set up comprehensive Google Alerts

• Set up a feed reader with relevant blogs and new feeds

• Use Twitter Search to follow hashtags and keywords in Twitter streams

• Start immediately (~3 mins) with Netvibes and vocabulary

74

Google Reader

• Free

• Collects info from Twitter, blogs, and other RSS sources

• Allows for easy sharing

• Info all in one spot

• Less real-time (both benefit and drawback)

• Track what’s read/not

• Powerful: Star, share, email, tag, notes, trends

• LinkedIn - Job changes, New connections, Updates and Groups

75

Other monitoring options

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1:1 Marketing

ShotgunMarketing

Segment Marketing

‘All Customers the same’

‘All Customers in a segment

the same’

‘All Customersin a network interrelated’

A New Way of Marketing ?

Social Network Marketing

‘All Customers are different’

77

Facebook Social Graph

78

Facebook Object Types for Social Graph

Activities Businesses Groups Organizations People Places Products and Entertainment

Activity Bar Cause Band Actor City Album

Sport Company Sports_league Government Athlete Country Book

Cafe Sports_team Non_profit Director Landmark Drink

Hotel School Musician State_province Food

Restaurant University Politician Game

Public_figure Product

Song

Movie

Tv_show

Websites UPC/ISBN Other

Blog UPC code Other

Website ISBN number

Article

latitude longitude street-addresslocality regionpostal-codecountry-name

locationContact Info : emailphone_numberfax_number

79

Facebook Social Graph

80

ProgrammesMusic

Topics

Users

Events

News Food

Gardening

The ABC as Social GraphI'll be thinking in the graph. My flights. My friends. Things in my life. My breakfast.

What was that? Oh, yogurt, granola, nuts, and fresh fruit, since you ask.

Submitted by timbl on Wed, 2007-11-21http://dig.csail.mit.edu/breadcrumbs/node/215

Giant Global Graph

Social Network Representation

• Primary focus is actors & relationships # actors & attributes

• Nodes (Actors) connected by Links (Ties/relationship or edge)

• Links represent flows or transfer– material goods or information

1 2 30 1 01 0 10 1 0

123

1: 22: 1, 33: 2

1

32

Adjacency matrix

Adjacency list

1 = presence of link0 = no direct link

Actors Relationship

Graph orsociogram

81

NodeXL - Excel 2007 template for viewing and analyzing network graphs

www.codeplex.com/NodeXL 83

Key Network Measures

• Degree Centrality• Betweenness Centrality• Closeness Centrality• Eigenvector Centrality

krackkite.##h (modified labels)

Connector(hub)

Diana’sClique

Broker

Boundary spanners

Contractor ? Vendor

85

Facebook EdgeRank

• Object = status update or post• Edge = like, comment or interaction with object• Interesting info more people interactions resulting in higher rank and story in “Top News” • Posting status updates without conversation does not get high rank and move into “Top News” feed• EdgeRank is based on sum of three factors:

– affinity or the relationship between the creator and user– interaction with the object (likes, comments have different levels of user engagement) – timeliness means new objects have better chance

• 6 Tips to increase EdgeRank– Publish objects that encourage interaction– Create a forum– Make most of photos and videos– Share links– Keep it fresh– Ask users to share

Source: 6 Tips to Increase Your Facebook EdgeRank and Exposure by Jim Lodico, 28/4/2011

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LinkedIn

• Over 120 million users – 26m+ members in Europe– 6m+ members in the UK– 2m+ members in France– 2m+ members in the Netherlands– 2m+ members in Italy– 1m+ members in the DACH region (Germany, Austria and Switzerland)– 1m+ members in Spain– 10m+ members in India– 4m+ members in Canada– 4m+ members in Brazil– 2m+ members in Australia

• 2M+ professionals in Australia (~40% + of professionals)• Widely used in Financial Services (Sydney, Brisbane & Melbourne)• Australian member usage

~ 8 minutes per month• 6.5 million students and 9 million recent college graduates• More than 2 million companies have LinkedIn Company Pages.

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affluent & influential membership.

LVMH – Louis Vuitton

88

“United Breaks Guitars” 10,177,221

Susan Boyle79,804,980

Old Spice The Man Your Man

Could Smell Like37,180,978

Blendtech12,860,143

** views current as at 19 November 2011 89

YouTube Insight – Video Analytics

90

Where will the jobs come from?

1. Data scientist for big data insights? (Business/IT)2. Big Data compliments all organisation wide data3. Big data not owned by marketing, business or IT4. Requirement to take real time data and circulate across an

entire enterprise?5. Who is responsible ?6. Reporting structure? 7. Do we need a new organisation or team?8. Is this about organisational change? 9. Social media or Big data Centre of Excellence 10. What happens if opportunities exist from the data insights?

Caution!

“Children never put off till tomorrow what will keep them from going to bed tonight”

ADVERTISING AGE

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