Rumor spreading and viral marketing on facebook

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Rumor spreading and viral marketing on facebook

  1. 1. Information spreading andviral marketing on Facebook Armando Vieira http://armando.sairmais.com
  2. 2. Problem• Determine how information spread over social networks – Facebook in particular• Locate relevant users to spread information• Message: viral or not?• Identify communities
  3. 3. Epidemiological models:“infected” users How a disease spreads? time
  4. 4. Governing equations• I – ignorant, s – spreaders, r – stiflers• Agent based simulations
  5. 5. FacebookWhy is good for information spreading • Scale-free network • Very easy to propagate viral messages • Very large • Small world properties – easy to reach very distant nodes
  6. 6. How to become viral? Importance of contagious ratePercentage “infected” users Contagious rate / immunization rate
  7. 7. How to become viral? Importance of degree kPercentage “infected” users
  8. 8. Detecting opinion leaders
  9. 9. What we achieved?• We are able to detect: – Highest rank users (more contacts) – Most influent (more feedback received) – Most active (more messages / day) – Niche or generalist
  10. 10. Results Are you getting the message?Time to Random Random + Random+reach 1000 Top 10 Top 20visits (days)Test #1 45 10 4Test #2 16 7 1Test #3 - 17 12 #1 – video, #2 - contest, #3 – news
  11. 11. Communities detection in Facebook
  12. 12. We found• High diversity of communities• Large superposition• Wide dispersion of clustering coefficient• Small resilience
  13. 13. ConclusionsWe made quantitative predictions:Conditions to achieve virality: – high contagious rate – target top N high rank users, – identify communities and segment message armando.vieira@sairmais.com

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