Mapping the Brand Graph: a study of the O2 audience on Twitter [UPDATED]
by Face, the Co-Creation Agency on Dec 06, 2011
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Full write up on the FACE blog http://www.facegroup.com/mapping-the-brand-graph-a-study-of-the-o2-audience-on-twitter-face-and-o2-warc-datacentric-2011-london.html ...
Full write up on the FACE blog http://www.facegroup.com/mapping-the-brand-graph-a-study-of-the-o2-audience-on-twitter-face-and-o2-warc-datacentric-2011-london.html
Back in March we presented at WARC’s Online Research Now & Next Conference, introducing what we then called Augmented Research.
The idea is simple: powering traditional qualitative and quantitative research with real-time data.
When we were invited to speak at Warc’s Datacentric Conference, we thought it would be interesting to discuss one of the latest research pilots we have been running in the area of augmented research.
The objective of the O2 Brand Graph pilot was to mine social media data in a way that would allow us to connect it to audience studies.
What follows is an initial exploration of how we can you use social media to augment a segmentation model with real-time data.
Instead of tracking contents by keywords (“horizontal” tracking – any content mentioning specific keywords and keyphrases), we looked into mining social media contents and behaviours by audiences (“vertical” tracking – any content generated from a set of sources, regardless of the features of the content).
Whilst tracking social media by keywords allows us to get an understanding of how a specific topic is discussed online, tracking social media by users allows us to build a map of an audience, its hubs, its behaviours and its interests.
We called it the Brand Graph: the conjunction of the Social Graph (defined here as the network of people who are within 2 degrees of separation from the brand through social media channels) and the Interest Graph (the network of interests, topics, activities and behaviours associated with the nodes of the social graph).
Full write up on the FACE blog http://www.facegroup.com/mapping-the-brand-graph-a-study-of-the-o2-audience-on-twitter-face-and-o2-warc-datacentric-2011-london.html
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Travis St.Denis
I wonder what software are you using for your analysis. Is it commercial> Could you please give me more information? Wishing you a happy new year 5 months ago Reply