Mapping the Brand Graph: a study of the O2 audience on Twitter [UPDATED]

Digital Shoreditch 2012 #ds12 Brand Day, London, 30th May, 2012 THE BRAND GRAPH Dynamic audience mapping through social media data Francesco D’Orazio, Chief Innova9on Oﬃcer & Head of FACE Labs, FACE, @abc3d Jess Owens, Senior Analyst, FACE, @hautepop

Brands have been amassing online fan bases for 10 years now

Brands as Egomaniacs

We have been asking the wrong ques9on

“We talk of the rela9onships consumers have with our brands as if they were primary but the data points to things being otherwise. Consumers’ most valuable rela9onships are not with brands but with other consumers” Mark Earls

As a result, we don’t really know who we are talking to…

Social data allow us to learn about the rela9onships and interac9ons between consumers and how brands can ﬁt into that equa9on Cosmic 140 © Information Architects, Inc. 2010

Social data allows us to see how interac9ons play out at individual level (microscope)

Social data allow us to see how interac9ons play out at network level (the macroscope)

The telescope helped us understand the infinitely great. The microscope helped understand the infinitely small. Today we are confronted with another infinite: the infinitely complex.

Social science. Computa9onal Social data. Social Science Computa9on.

Currently we look at social media like a butcher looks at a carcass Cu[ng by keywords Aggrega9ng by channels Weigh9ng by inﬂuence

The code behind a tweet

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. 17

Cra]ing quality insights requires custom data, algorithms and analysis Oﬀ the s h e l f approaches a r e not good enough

Dimensions of social data 19© Altimeter Group

Beyond Keywords… By keywords By audience Share of Voice Share of Mind

What we tracked 58,339 public profilesall @O2 followers3,120,371 tweets (nov 2011)122,220 tweets/day (avg)

What we mined Proﬁles Social Graph Interest Graph

What we found Demographics Informa9on Flows Interests Inﬂuence Dynamics Behaviours A[tudes towards topics, brands etc.

Introducing the Brand Graph + Social Graph Interest Graph “…the correla9on of the network of people who are connected to the brand (Social Graph) and the network of interests, topics and ac9vi9es of that group of people (Interest Graph).”

@O2 followers (magenta nodes) Followers of the @O2 followers (magenta nodes) Mutual connec9ons within the graph (blue links)

A sample of the top 1000 @O2 followers with less than 2000 followers generated 1 million nodes (primary and secondary followers) and 600K horizontal connec9ons within the graph

Mutual connec9ons within the graph iden9fy shared interests, and therefore clusters

One cluster in detail

A dynamic map of the brand’s audience

What deﬁnes them?

Profile-‐mining by Influence level Influen9al Casual

When did they join Twiger? #signups 6,000 5,000 4,000 3,000 2,000 1,000 0 Jul 06 Jan 09 Nov 11

How o]en do they tweet? #tweets 10,000 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 0 10 20 30 40 50 60 70 80 90 100 percen9les

Where are they twee9ng from? No[ngham 21,415 Edinburgh 22,833 Belfast 24,169 Leeds 26,702 Glasgow 35,150 Series1 Liverpool 40,161 Birmingham 41,265 Greater London 79,643 Manchester 84,055 London 342,630

When do they tweet? 1 2 3 4 5 x 6 7 8 x 9 10 11 12 13 14 15 16 x 17 18 19 20 x 21 22 23 24 0 50000 100000 150000 200000 250000

400 Following users 350 1,400 1,200 1,000 300 800 600 400 250 200 0 200 0 20 40 60 80 100 150 100 50 0 1 10 100 1,000 10,000 100,000 #followers

# Followers users 1200 700.00 600.00 1000 500.00 400.00 300.00 800 200.00 100.00 .00 600 0 20 40 60 80 100 400 200 0 1 10 100 1,000 10,000 100,000 1,000,000 followers 10,000,000

How inﬂuen9al are they? users 2500 2000 1500 1000 500 0 0 10 20 30 40 50 60 70 Klout score 80

What do they talk about?

Most shared domains 0 1000 2000 3000 4000 5000 6000 7000 twiger.com facebook.com youtube.com foursquare.com t.co twitpic.com yfrog.com twitlonger.com bbc.co.uk instagr.am twigascope.com Social networks amazon.com Twiger add-‐ons getglue.com amazon.co.uk News sites guardian.co.uk Shopping lockerz.com paper.li Social aggregators digitalspy.co.uk Other / compe99ons reuters.com skyvegas.com

Top 50 domains by category Social media Social media News Social Shopping Other channels tools aggregators Twiger (#1) T.co (#5) BBC (#9) Lockerz (#16) Amazon.com SkyVegas compe99on (#12) (#20) Facebook (#2) Twitpic (#6) Guardian (#15) Paper.li (#17) Amazon.co.uk Comps at PickMeUp (#14) Magazine (#25) YouTube (#3) Yfrog (#7) DigitalSpy (#18) Raptr (#21) WooCompare UK Movember (#32) (#30) FourSquare Twitlonger (#8) Reuters (#19) Redgage (#22) XmasElves.co.uk Nuvear9cles content (#4) (#35) farm (#32) Instagram Twigascope (#11) The Sun (#23) Clct.me (#36) iTunes (#39) Forum.ShopTo.net (#10) compe99on (#37) GetGlue (#13) Tweetdeck (#24) TheNextWeb PhotoZZ (#46) Laura Ashley SocialAble social media (#28) (#41) agency (#39) Flickr (#28) Ow.ly (#26) Engadget (#29) MailLife.co.uk Look magazine comps (#48) (#43) G+ (#40) Bit.ly (#34) Mashable (#33) Dawsons.co.uk Jeﬀ Bullas social media (#49) guru (#45) TweetAdder Recombu (#47) (#42) Twibbon (#44) Telegraph (#50)

Top adverts discussed

@O2 followers seem largely indifferent to the UK Top 10 box office films Johnny English Reborn 69 The Lion King 743 A mixture of movie Real Steel 27 chager and dvd release, The Three Musketeers 26 including RT compe99on at Play.com Tinker Tailor Soldier Spy 105 Footloose 45 Dolphin Tale 4 Midnight in Paris 26 Dont be Afraid of the Dark 20 What theyʼre actually talking about:" Drive 78 Twilight: Breaking Dawn 3865 Dr Who 2352 Tin9n 1374

How does @O2 ﬁt into this landscape? Mentions of @O2" @O2 follower activity"Total: 3,120,371 contents in a month from @O2ʼs followers"Of this, 7,523 included “@O2” – thatʼs 0.24%!@O2ʼs followerstweet @O2 approx 350 times per day Overall @O2 sees 1330 mentions/day"

What’s coming next? Dynamic Segments Audience APIs

THE BRAND GRAPH Dynamic audience mapping through social media data Francesco D’Orazio, CIO, FACE, @abc3d Jess Owens, Senior Analyst, FACE, @hautepop

http://www.facegroup.com	13456
http://jayoh.net	1362
http://www.levidepoches.fr	289
http://openingupbrands.tumblr.com	118
http://www.levidepoches.blogs.com	113
http://translate.googleusercontent.com	54
http://www.linkedin.com	30
http://www.hautepop.net	26
http://paper.li	21
http://levidepoches.blogs.com	11
http://a0.twimg.com	7
http://feeds2.feedburner.com	4
http://webcache.googleusercontent.com	4
http://us-w1.rockmelt.com	3
https://twitter.com	2
http://pigeindexermau	2
https://si0.twimg.com	2
http://www.google.co.uk	2
http://webcache-exp-test.googleusercontent.com	2
http://www.openingupbrands.tumblr.com	2
http://abtasty.com	1
http://www.netvibes.com	1
http://cat.jayoh.net.meowbify.com	1
http://www.postano.com	1
http://www.bing.com	1
http://www.google.com	1
http://www.facegroup.co.uk.	1
http://server14.kproxy.com	1

Mapping the Brand Graph: a study of the O2 audience on Twitter [UPDATED]

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