the power of hindsight: using historical data to make better decisions
DESCRIPTION
How many times have you looked back and thought, ‘If only I’d known x’? We’ve all experienced the power of hindsight, and luckily now businesses can harness that power by analyzing historical social data. In these webinar slides we're exploring the benefits of using historical Twitter data for your business.TRANSCRIPT
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© 2014 Brandwatch.com
Webinar/The Power of Hindsight: Using historical data to make better decisions
CMO, Brandwatch@willmcinnes
Hosted by Will McInnes
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© 2014 Brandwatch.com
Our speakers
VP, Data & Analytics,Text100
@MrPhilipKam
Phil KamDirector of Professional Services, Brandwatch
@molten_tofu
Nate WaltonData Scientist,
Twitter@DrSkippy
Scott Hendrickson
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© 2014 Brandwatch.com
Coming up
• Presentations
• Panel Discussion: The value of Hindsight
• Q&A
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© 2014 Brandwatch.com4
Don’t be shy/We’d love your participation
• Ask questions in the session chat
• Tweet about our discussion
@brandwatch
#brandwatchtips
A download and recording of the webinar will be made available after the event
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© 2014 Brandwatch.com© 2014 Brandwatch.com
Nate Walton, Brandwatch
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© 2014 Brandwatch.com
Really big stuff has happened more than once
• Back to 2008 to get more than one US presidential election
• Back to 2008 (again) to get more than one olympics (summer only)
• Can just squeeze in 3 world cups going back to 2006
Fool me once…
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The First Time Second Time Third Time
Things about to get interesting?
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© 2014 Brandwatch.com
It’s (probably) the best picture we have of a social network’s growth
• Even if other big networks have good historical data, $100 says they have no great way of mining it
• Twitter is a relatively sparse - every connection counts for marketing and for analysis
• From the time before the New York Times and Lady Gaga – can we figure out whether to invest in new networks before "everybody's doing it"?
Conversation about “obama” at 10:30 this morning
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© 2014 Brandwatch.com
New ways of measuring influence
• Track people's contributions across time, and include consistency as a measure of influence
• Extend our understanding of how current influencers became endemic to the social network – people whose celebrity is rooted in Twitter vs just an outlet through Twitter
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© 2014 Brandwatch.com© 2014 Brandwatch.com
Historical Data Examples
and Strategies@drskippy
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© 2014 Brandwatch.com
SXSW 2006-2012
(Top scale 0-4k tweets/hr; bottom scale 0-15k tweets/hr)
• 6 years of growth of Twitter and SXSW
• Main event and summer “panel picker” season
• See more detail at http://drskippy.github.io/netarcs/sxsw_stacked.png
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© 2014 Brandwatch.com© 2014 Brandwatch.com
Q & A
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© 2014 Brandwatch.com© 2014 Brandwatch.com
Q & A
Interact and zoom at http://drskippy.github.io/netarcs/Big
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© 2014 Brandwatch.com© 2014 Brandwatch.comInteract and zoom at http://drskippy.github.io/netarcs/
https://www.mapbox.com/labs/twitter-gnip/brands
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© 2014 Brandwatch.com
3 Tips
1. Hypothesize, sample, analyze, visualize—repeat
2. Years of data – take into account changes in volume, language use, product names, etc.
3. Plan analysis strategies
– Mentions & frequency time series
– Natural Language Processing (NLP) – topics and sentiment
– Networks – Interactions and social graph
– Meta data – Images, links, geo-tagging
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© 2014 Brandwatch.com© 2014 Brandwatch.com
Panel Discussion
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© 2014 Brandwatch.com© 2014 Brandwatch.com
Q & A
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© 2014 Brandwatch.com
Find out more: brandwatch.com/hindsight
facebook.com/brandwatch
@brandwatch
plus.google.com/+brandwatch1