Advanced social intelligence

Social Data !Beyond Keywords Francesco D’Orazio @abc3d www.facegroup.comBig Data Congress, London, November 7 2012

We have beenasking thewrong question

“We talk of the relationshipsconsumers have with our brands as ifthey were primary but the data pointsto things being otherwise.Consumers’ most valuablerelationships are not with brands butwith other consumers” Mark Earls

Social data allow us to learn aboutthe relationships and interactionsbetween consumers and how brandscan ﬁt into that equation Cosmic 140 © Information Architects, Inc. 2010

Social data allows us to see how interactions play out at individual level (microscope)

Social data allow us to see howinteractions play out at network level(the macroscope)

The codebehind atweet

Currently we look at social media data ! like a butcher looks at a carcassCutting bykeywords Aggregating by channels Weighting by inﬂuence

Social Media vs Social Data Social media is the set of applications and platforms allowing Social data is the people to participate in collective information online social activities produced by millions of people as they actively participate in online social activities. 13

Social Media vs Social Data 14

Social Media vs Social Data 15

Dimensions of Social Data Content Demographics Behaviours Social Graph Interest Graph 16

What makes social data ‘big’?Large volumesReal-time collectionReal-time analysisInteractivityFull-Text Weavrs Emotion Map

1!TOPIC/BRAND tracking By keywords Share of Voice

2!AUDIENCE mapping > brand graph By keywords By audience Share of Voice Share of Mind

3!CLUSTER tracking > real-timesegmentationDynamicSegments Real-time Audience Insights

4! CONTENT diffusion > where, how and who is sharing the content

5!INFLUENCE mapping > hubs &connectors by volumes, visibilityand engagementInfluence by Volume Influence by Visibility Influence by Engagement

6!SOCIAL CRM > efﬁcientworkﬂow with automaticlabeling and predictive modeling

7!Augmentation > layering socialdata on a Panel or a Community

8! SOCIAL SIMULATIONS20 participants 20 alpha-bots designed by them 20 beta-bots tested and fine- tuned by us 20 beta-bots cloned 20 times each (400 beta-clones active over a 2 weeks period)

9!REALITY MINING

Social science +Computational Social data Social Science + Computation

CONTINUOUSITERATION: play with awider range ofhypothesis to solve aproblem.Pulsar Social Data Mining platform 31

CONTINUOUS ITERATION: starting with 0 hypothesis> ﬁnding out what I don’t know I don’t knowIs Big Data producing a new epistemology? 32

Thank you francesco d’orazio, @abc3d! www.facegroup.com

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Advanced social intelligence

by Face, Social Intelligence for Brands on Oct 08, 2012

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