社交网络与口碑传播 可视化社交网络关系分析 创新生态网络 Media X at Stanford University
随时随地
手机上使用社交网络的%增加
Twitter 占首位 <ul><li>据 Lolatycs 调查, Twitter 的用户更愿意分享内容。 </li></ul><ul><li>Mobile Twitter Users Share 3X As Much As Facebook...
<ul><li>175 million  </li></ul><ul><li>注册用户 </li></ul><ul><li>56 million  </li></ul><ul><li>跟踪 8 个或以上的用户 </li></ul><ul><li...
社交网络与口碑传播 <ul><li>Social media as an open platform offers  unique capabilities for building awareness and shaping opinion ...
如何将其可视化 ? <ul><li>Video : http://online.wsj.com/article/SB10001424052970204138204576598942105167646.html#project%3DEARTHQU...
如何将其可视化 ? <ul><li>Video : http://online.wsj.com/article/SB10001424052970204138204576598942105167646.html#project%3DEARTHQU...
如何将其可视化 ? <ul><li>Video : http://online.wsj.com/article/SB10001424052970204138204576598942105167646.html#project%3DEARTHQU...
社交网络传播效果-人际关系 <ul><li>“ Smart meter”  </li></ul><ul><li>2010 年 3 月 </li></ul>“ Smart meter” 2010 年 9 月  “ Smart meter” 201...
社交网络传播效果-人际关系
社交网络传播效果-话题关系 <ul><li>A network visualization of the co-occurrence of 18,233 hashtags, collected between 2010.09.03 and 20...
Tweet Explorer 社交网络传播效果-话题关系
<ul><li>案例 1: </li></ul><ul><li>#Pepsi </li></ul>
关键词 = innovation/innovative + Pepsi: 1105 tweets
Pepsi 关键词 = innovation/innovative + Pepsi: 1105 tweets
Examples of Tweets <ul><li>PCPPI and @pepsico Philippines win 7-Eleven 'Best Account Management' and 'Most Innovative Supp...
<ul><li>案例  2: </li></ul><ul><li>网络口碑 </li></ul><ul><li>Pre/Post campaign Comparison </li></ul>
Tracking the Role of Social Media Igniting Word-of-Mouth “ Release the Hounds” Superbowl XLV February 6, 2011
Before the Game – Time 1 <ul><li>Nodes  = Tweeters, inflated by out-degree </li></ul><ul><li>Edges  = Content (text with k...
After the Game <ul><li>Nodes  = Tweeters, inflated by out-degree </li></ul><ul><li>Edges  = Content (text with keywords, #...
Profile of the Conversation Audi in the XLV Superbowl Data: 80,000 Tweets, February 6-8, 2011 Martha Russell, Neil Rubens,...
<ul><li>案例  3: </li></ul><ul><li>其他应用: </li></ul><ul><li>创新生态系统 </li></ul>
距离 过去 现在
“ 公司是通过关键的人环环相扣的,信息,规范,思维模式在关系中交流传递。” (Davis,1996) 人 公司 资金 (公司/ VC /天使) 公司 人 资金 公司 人
 
 
[email_address] TWITTER: @CAMILLAYU WEIBO: @ 米拉 _Y U <ul><li>谢谢! </li></ul>
Upcoming SlideShare
Loading in...5
×

Social Network Analysis and Online WOM (Chinese)

1,309

Published on

The presentation was given in MConference at the 1st China Communication Forum by Camilla Yu. It showed the data visualization application on social network analysis, especially Twitter. The analysis is based on a relationship network of co-occurrence of keywords.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,309
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • MarketingCharts&apos; mobile research has found that people are increasingly using their mobile phones to access content on browsers, apps, and social networks: Read more: http://blog.hubspot.com/blog/tabid/6307/bid/25026/43-of-Twitter-Users-Access-Twitter-From-a-Mobile-Phone-Data.aspx#ixzz1ax7pBwPR
  • According to a new study from Lolatycs , each Twitter user is, on average, likely to share three times more mobile in-app content than a Facebook user. The study examined all mobile apps with 500 or more monthly active users connecting to Twitter or Facebook across Android, iPhone, iPad, BlackBerry and Windows Phone 7. http://www.mediabistro.com/alltwitter/mobile-twitter-users-share-3x-as-much-as-facebook-users_b14778 With more teens owning smart phone devices and with decreasing mobile data cost we expect the text messaging trend to be replaced by similar communication behaviors evolving around the mobile web, specifically instant messages, social networking and MMS. – Dr. Taly Weiss CEO and Head of Research TrendsSpotting Market Research
  • http://articles.businessinsider.com/2011-03-31/tech/30049251_1_twitter-accounts-active-twitter-user-simple-answer#ixzz1IH31klUW Facebook has a simple answer to this question. It says 600 million people visit Facebook each month, and that half come back every day. At Facebook, a company source tells us, they believe that a user is not going to end up sticking around unless they make friends with 10 people.  Foursquare has 7.5 million registered users. Google+: 10m? 15m? 20m? Weibo: 100m? 200m?
  • http://twex.poeschko.com/innovation/
  • #SocialMedia #Pepsi #Starbucks http://su.pr/2Zali2 &amp;quot;Taking Social Innovation To The Next Level&amp;quot; via @LikeableMedia Interesting innovation #Pepsi Vending Machines Fuse Social and #Mobile Commerce | ClickZ http://shar.es/Hvru4
  • http://www.washingtonpost.com/wp-dyn/content/video/2011/02/06/VI2011020604301.html
  • So far I have shown analysis based on the spatial distance; However the aspects of distance is changing; We don’t know where these people are physically located but they seem to be in the same space.
  • (Visual) Social Network Analysis “ . . . allows investigators to gain new insights into the patterning of social connections, and it helps investigators to communicate their results to others.“ (Freeman, 2009)
  • Social Network Analysis and Online WOM (Chinese)

    1. 1. 社交网络与口碑传播 可视化社交网络关系分析 创新生态网络 Media X at Stanford University
    2. 2. 随时随地
    3. 3. 手机上使用社交网络的%增加
    4. 4. Twitter 占首位 <ul><li>据 Lolatycs 调查, Twitter 的用户更愿意分享内容。 </li></ul><ul><li>Mobile Twitter Users Share 3X As Much As Facebook Users </li></ul>
    5. 5. <ul><li>175 million </li></ul><ul><li>注册用户 </li></ul><ul><li>56 million </li></ul><ul><li>跟踪 8 个或以上的用户 </li></ul><ul><li>38 million </li></ul><ul><li>跟踪 16 个或以上的用户 </li></ul><ul><li>12 million </li></ul><ul><li>跟踪 64 个或以上的用户 </li></ul>
    6. 6. 社交网络与口碑传播 <ul><li>Social media as an open platform offers unique capabilities for building awareness and shaping opinion ; and also creates a high level of noise by the sheer size of content that is created by day, by hour or even by the minute (Kealey, 2009). </li></ul>
    7. 7. 如何将其可视化 ? <ul><li>Video : http://online.wsj.com/article/SB10001424052970204138204576598942105167646.html#project%3DEARTHQUAKE_TWEETMAP1109%26articleTabs%3Dinteractive </li></ul>
    8. 8. 如何将其可视化 ? <ul><li>Video : http://online.wsj.com/article/SB10001424052970204138204576598942105167646.html#project%3DEARTHQUAKE_TWEETMAP1109%26articleTabs%3Dinteractive </li></ul>
    9. 9. 如何将其可视化 ? <ul><li>Video : http://online.wsj.com/article/SB10001424052970204138204576598942105167646.html#project%3DEARTHQUAKE_TWEETMAP1109%26articleTabs%3Dinteractive </li></ul>
    10. 10. 社交网络传播效果-人际关系 <ul><li>“ Smart meter” </li></ul><ul><li>2010 年 3 月 </li></ul>“ Smart meter” 2010 年 9 月 “ Smart meter” 2010 年 11 月
    11. 11. 社交网络传播效果-人际关系
    12. 12. 社交网络传播效果-话题关系 <ul><li>A network visualization of the co-occurrence of 18,233 hashtags, collected between 2010.09.03 and 2011.01.04 </li></ul>
    13. 13. Tweet Explorer 社交网络传播效果-话题关系
    14. 14. <ul><li>案例 1: </li></ul><ul><li>#Pepsi </li></ul>
    15. 15. 关键词 = innovation/innovative + Pepsi: 1105 tweets
    16. 16. Pepsi 关键词 = innovation/innovative + Pepsi: 1105 tweets
    17. 17. Examples of Tweets <ul><li>PCPPI and @pepsico Philippines win 7-Eleven 'Best Account Management' and 'Most Innovative Supplier' awards </li></ul><ul><li>RT @sxsw: Reconnect over refreshing drinks and snacks at the PepsiCo Playground. Celebrate digital innovation with the #SXSW community. ... </li></ul><ul><li>#bdi Pepsi just might be the most innovative in digital and Social for consumer goods. Amazing. </li></ul><ul><li>@pepsico Gets it! They understand social digital fitness and scalability #bdi - from #innovation to community building </li></ul><ul><ul><li>Thanks! RT @social2b: @pepsico Gets it! They understand social digital fitness and scalability #bdi - from #innovation to community building </li></ul></ul><ul><li>RT @linzsage: JUST VOTED! YOU VOTE NOW: Create the Pepsi Community Innovation Hub @synldn in #ldnont. #pepsirefreshcanada http://pep.si/ … </li></ul><ul><li>RT @ldnartscouncil: Vote to give this idea $100K: create the Pepsi Community Innovation Hub in London #ldnont. http://pep.si/jBGbDG </li></ul><ul><ul><li>Pepsi refresh community: </li></ul></ul><ul><ul><li>Canada: http://pep.si/jBGbDG </li></ul></ul><ul><li>Pepsi Seeks More Innovative Digital, Social Startups http://t.co/dvMbwsC </li></ul>关键词 = innovation/innovative + Pepsi: 1105 tweets
    18. 18. <ul><li>案例 2: </li></ul><ul><li>网络口碑 </li></ul><ul><li>Pre/Post campaign Comparison </li></ul>
    19. 19. Tracking the Role of Social Media Igniting Word-of-Mouth “ Release the Hounds” Superbowl XLV February 6, 2011
    20. 20. Before the Game – Time 1 <ul><li>Nodes = Tweeters, inflated by out-degree </li></ul><ul><li>Edges = Content (text with keywords, #tags, RTs, @, urls) </li></ul><ul><ul><li>Edge weights show number of tweets; color shows topic) </li></ul></ul><ul><ul><li>selected for tweets that contained keywords, colors for multiple keyword tweets based on hierarchy: </li></ul></ul><ul><ul><ul><li>Brand – “AUDI” </li></ul></ul></ul><ul><ul><ul><li>Ad content – “Redefine luxury” or “Estate Sale” or “Old luxury” </li></ul></ul></ul><ul><ul><ul><li>Celebrity – “Kenny” or  ”Kenny G” </li></ul></ul></ul><ul><ul><ul><li>Agency – “VB&P” or “Venables Bell & Partners” </li></ul></ul></ul>Martha Russell, Neil Rubens, Raphael Perez
    21. 21. After the Game <ul><li>Nodes = Tweeters, inflated by out-degree </li></ul><ul><li>Edges = Content (text with keywords, #tags, RTs, @, urls) </li></ul><ul><ul><li>Edge weights show number of tweets; color shows topic) </li></ul></ul><ul><ul><li>selected for tweets that contained keywords, colors for multiple keyword tweets based on hierarchy: </li></ul></ul><ul><ul><ul><li>Brand – “AUDI” </li></ul></ul></ul><ul><ul><ul><li>Ad content – “Redefine luxury” or “Estate Sale” or “Old luxury” </li></ul></ul></ul><ul><ul><ul><li>Celebrity – “Kenny” or  ”Kenny G” </li></ul></ul></ul><ul><ul><ul><li>Agency – “VB&P” or “Venables Bell & Partners” </li></ul></ul></ul>Martha Russell, Neil Rubens, Raphael Perez
    22. 22. Profile of the Conversation Audi in the XLV Superbowl Data: 80,000 Tweets, February 6-8, 2011 Martha Russell, Neil Rubens, Raphael Perez <ul><li>Nodes = Tweeters, inflated by out-degree </li></ul><ul><li>Edges = Content (text with keywords, #tags, RTs, @, urls) </li></ul><ul><ul><li>Edge weights show number of tweets; color shows topic) </li></ul></ul><ul><ul><li>selected for tweets that contained keywords, colors for multiple keyword tweets based on hierarchy: </li></ul></ul><ul><ul><ul><li>Brand – “AUDI” </li></ul></ul></ul><ul><ul><ul><li>Ad content – “Redefine luxury” or “Estate Sale” or “Old luxury” </li></ul></ul></ul><ul><ul><ul><li>Celebrity – “Kenny” or  ”Kenny G” </li></ul></ul></ul><ul><ul><ul><li>Green – “VB&P” or “Venables Bell & Partners” </li></ul></ul></ul>
    23. 23. <ul><li>案例 3: </li></ul><ul><li>其他应用: </li></ul><ul><li>创新生态系统 </li></ul>
    24. 24. 距离 过去 现在
    25. 25. “ 公司是通过关键的人环环相扣的,信息,规范,思维模式在关系中交流传递。” (Davis,1996) 人 公司 资金 (公司/ VC /天使) 公司 人 资金 公司 人
    26. 28. [email_address] TWITTER: @CAMILLAYU WEIBO: @ 米拉 _Y U <ul><li>谢谢! </li></ul>

    ×