The Math that Matters in the Realtime Web            SXSW 2012 | #MathMatters              Gilad Lotan | @gilgul
Illustra(on:	  Ma.	  Taylor	  
Attention is the Bottleneck                               Flickr:	  mangpages	  
Information Flows through People                                    Alex	  Dragulescu	  
$ = f(Channel, Demographics, Time, …)                                         Flickr:	  sharynmorrow	  
$ = f(Topic, Network, Timing, Influence, Trust, “engagement” …)
Daily Routines
Data Reflects Us
Language / Time Zone    49ers:	  36,	  	  Saints:	  32	  
Typical Sports Event                                   Game	  ends!	  49ers	                Game	  starts	  
GOP debates
#gayrights,	  #lgbt,	  #jesus,	  	                                      #pales(ne,	  #OWS,	  #immigra(on,	  #flipflop,	  #jo...
•  Know your data•  Identify deviations from the norm (important   events)•  Identify types of events (shape of the curve)...
Invisible AudiencesFlickr:	  leN-­‐hand	  
Seeing Millions of Conversations
Difference between Audiences    Al-Jazeera                 Fox News
What Audiences are Clicking on?
Shape of an Audience
Noblesville,	  IN	                       Birmingham,	  AL	  Oklahoma	  City	                                      Engelwoo...
1.4m	     4.6m	     3.9m	     1.7m	     620k	     879k	  
•  28.7%	  of	  those	  who	  follow	  The	  Economist	     also	  follow	  the	  New	  York	  Times.	  This	  is	  the	  ...
Clicks per TweetRT per Tweet (norm)                  Clicks per Tweet (norm)
•  Know your audience    –  What they talk about (audience TTs)   –  Who else they follow   –  Their shape (clusters)•  Mo...
Information Flows
Influencer: An individual who disproportionately affects the spread of information
“Influence” as an Exposed Metric is Problematic•  Simple quantifiable measure•  People aren’t always rational – may trust   ...
Gaining Your Network’s Trust
Urban Outfitters vs. NYC Crafters
Going Viral is Usually Unexpected
Network Type + Resonance > Network Size     “I’m	  not	  a	  Twi.er	  celebrity	  by	  any	  means.	  I	  barely	  had	  o...
Not necessarily about being first
Instead of “Influence”, think about: •    Trust•    Context Setting•    Having the right network in place (“tribe”)•    Bri...
-  Know your audience    What type of people follow you, how they’re connected    Alignment between content and audience- ...
Thank You            Gilad Lotan | @gilgul   gilad@socialflow.com
The Math That Matters
The Math That Matters
The Math That Matters
The Math That Matters
The Math That Matters
The Math That Matters
The Math That Matters
The Math That Matters
The Math That Matters
The Math That Matters
The Math That Matters
Upcoming SlideShare
Loading in …5
×

The Math That Matters

5,996 views
5,767 views

Published on

Published in: Technology, Education

The Math That Matters

  1. The Math that Matters in the Realtime Web SXSW 2012 | #MathMatters Gilad Lotan | @gilgul
  2. Illustra(on:  Ma.  Taylor  
  3. Attention is the Bottleneck Flickr:  mangpages  
  4. Information Flows through People Alex  Dragulescu  
  5. $ = f(Channel, Demographics, Time, …) Flickr:  sharynmorrow  
  6. $ = f(Topic, Network, Timing, Influence, Trust, “engagement” …)
  7. Daily Routines
  8. Data Reflects Us
  9. Language / Time Zone 49ers:  36,    Saints:  32  
  10. Typical Sports Event Game  ends!  49ers   Game  starts  
  11. GOP debates
  12. #gayrights,  #lgbt,  #jesus,     #pales(ne,  #OWS,  #immigra(on,  #flipflop,  #jobs,  #economy   #abor(on   #republican,  #dems,     #economics,  #amnesty  
  13. •  Know your data•  Identify deviations from the norm (important events)•  Identify types of events (shape of the curve)•  Understand context (language)•  Co-occurrence (relationship between terms)
  14. Invisible AudiencesFlickr:  leN-­‐hand  
  15. Seeing Millions of Conversations
  16. Difference between Audiences Al-Jazeera Fox News
  17. What Audiences are Clicking on?
  18. Shape of an Audience
  19. Noblesville,  IN   Birmingham,  AL  Oklahoma  City   Engelwood,  Dayton,  OH   Pi.sburgh  
  20. 1.4m   4.6m   3.9m   1.7m   620k   879k  
  21. •  28.7%  of  those  who  follow  The  Economist   also  follow  the  New  York  Times.  This  is  the   highest  intersec(on  in  terms  of   percentage.  •  19%  of  those  who  follow  Al-­‐Jazeera  English   also  follow  the  New  York  Times.  •  Of  the  people  who  follow  either  CNN  or   New  York  Times,  9.5%  follow  both.  •  663  users  follow  all  six  news  accounts.  
  22. Clicks per TweetRT per Tweet (norm) Clicks per Tweet (norm)
  23. •  Know your audience –  What they talk about (audience TTs) –  Who else they follow –  Their shape (clusters)•  More followers != More engagement•  Driving traffic vs. Building a Network (reach)
  24. Information Flows
  25. Influencer: An individual who disproportionately affects the spread of information
  26. “Influence” as an Exposed Metric is Problematic•  Simple quantifiable measure•  People aren’t always rational – may trust someone despite past transgressions•  Dynamic – changes constantly•  Exogenous – may come from outside the observed network•  Based on Context
  27. Gaining Your Network’s Trust
  28. Urban Outfitters vs. NYC Crafters
  29. Going Viral is Usually Unexpected
  30. Network Type + Resonance > Network Size “I’m  not  a  Twi.er  celebrity  by  any  means.  I  barely  had  over  1000   followers  when  the  day  began...  What  I  do  have  is  a  tribe.  A  #ght   knit  group  of  independent  ar#sts  and  cra4ers  that  follow  me.  My   cause  resounded  with  them.  They  spread  it,  and  their  friends   spread  it,  and  a  few  big  influencers  on  Twi.er  spread  it,  and  then   it  was  gone”  
  31. Not necessarily about being first
  32. Instead of “Influence”, think about: •  Trust•  Context Setting•  Having the right network in place (“tribe”)•  Bridges
  33. -  Know your audience What type of people follow you, how they’re connected Alignment between content and audience-  No to vanity metrics more followers doesn’t necessarily mean more engagement-  Bridges vs. Influencers just because we’re connected doesn’t mean information will flow-  Clicks vs. Retweets what are you optimizing for?-  Building up the Right Network trust, resonance -  Not about being first
  34. Thank You Gilad Lotan | @gilgul gilad@socialflow.com

×