Social Network Analysis Tuesday 6th December 2011Using Social Graph constructs to understand user behaviour, recommendations and influence Marketing Analytics Conference Alpesh Doshi, Fintricity
Social Graphs and their applicationAgenda• What is a Social Graph? Social Network Analysis?• Examples of Graphs• Characteristics of Social Graphs?• How can you use Graphs in the real world?• The Future• Summary
What is a Social Graph? Social Network AnalysisThe definitions of these set the foundation of a network of socialobjects a foundation for a new business approach• Social Network Analysis (SNA) has its origins in both social science and network theory and graph theory – Network Theory concerns itself with the formulation and solution of problems that have a network structure – usually captured in a graph – Graph Theory provides a set of abstract concepts and methods for the analysis of graphs• Social Graph - The social graph is a term coined by scientists working in the social areas of graph theory. It has been described as "the global mapping of everybody and how theyre related". The term was popularized at the Facebook
What is a Social Graph?A Social graph can be extremely complex and models relationshipsbetween – either inside or outside the enteprise – OR both!
What is a Social Graph?People, connected. Or further, ‘social objects’ connected.• People are connected to each other directly and indirectly.• The way they are connected varies. It could be through work, friendship, common interests, etc.• More importantly, there is something common between the people that are connected. An implicity or explicity connection• Connections are spread across the social web – not only on one site or application
What could you capture on a Social Graph?Capturing more than just a relationship can make a graph more useful Demographics Interests Actions Age, Gender, Profile-Based, Contextual, Creating, Rating, Sending, Geography, HHI, Demonstrated, Undeclared Sharing, Uploading, Level of Education, Watching, and more List of friends, Friends of Friends Recency and Frequency Interaction Sentiment and Exposure How often and when How people interact with What people say, what people express interests content and ads: Clicks, time they read, and when and or actions spent, interactions, videos how they say and read it completed
Some Characteristics of a graphMulti-relational graphs are the foundation. These are graphs whererelationships are described in more than one way.• Strong Ties and Weak Ties• Centrality – Defining people who are highly connected• Degree – How many people can this person reach directly?• Betweenness – How likely is this person to be the most direct route between two people in the network?• Closeness – How fast can this person reach everyone in the network?• EigenVector – How is this person connected to well connected people?
Where can you use Graphs?How can you apply social graphs, and social network analysis for businessbenefit? Some examples• Recommendation Engines• Interest Graphs• Influence Networks• Sentiment Analysis• Searching, Scoring, Ranking
Where can you use Graphs? RecommendationRecommendation engines are a natural fit for graphs.• Recommendation engines need a ‘boost’ – and can apply to many different types of recommendation • Recommend to read articles/content • Recommend collaborators • Recommend sites to post content • Recommend people with similar interests
Where can you use Graphs? RecommendationRecommendation engines are a natural fit for graphs.• Interest Graphs (with Linked Data) • Represents your interests • Represents your interest in relation to others(social graph) • Graphs can weaken/strengthen your interests dependent on behavious • Recommend people with similar interests
Where can you use Graphs? InfluenceSocial Media is driving the use of influence – PR Agencies, enterprise haveto now can understand influence in detail• First generation influence tools have shown that there is a demand (e.g. peer index, klout)• Useful only in content (e.g. Oil/Gas, Entertainment)• A sub-set of a Social graph• Influence drives many things recommendation, opinion, purchasing
Where can you use Graphs? Searching, Scoring, RankingThis can help identify and segment users by different categories together with thesocial graph• Searching • Combining a social graph with linked data (semantics and ontologies) • Graphs can be searched in different ways to discover relevant information• Scoring • Score individuals, content, objects to create patterns of associations • Can be used for targeted advertising, content selection• Ranking • Ranking use, importance, connectedness etc • Marketing uses included finding the most important customers (together with modelling influence
ConclusionsSocial Graphs will change the way marketing is done in the future. It willbecome a fabric and key component in any marketing activity• Social Graphs are not new!• But their uses in marketing are nascent• The implementation of a scalable graph database technology is relatively new – therefore can better implement solutions around this space.• Application of social graphs to marketing allow more targeted, integrated and cost effective solutions
Questions? Alpesh Doshi, Fintricity e: firstname.lastname@example.org o: +44 870 020 1656, m: +44 7973 822820 Linkedin: www.linkedin.com/in/alpeshdoshi Twitter: @alpeshdoshiContent from this presentation taken from Giorgos Cheliotis under Creative Commons