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SXSWi '11: Beyond Wordclouds: Analyzing Trends with Social Media APIs

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SXSW Interactive 2011

SXSW Interactive 2011
Tuesday 3/15 11am
Ballroom C

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    SXSWi '11: Beyond Wordclouds: Analyzing Trends with Social Media APIs SXSWi '11: Beyond Wordclouds: Analyzing Trends with Social Media APIs Presentation Transcript

    • Beyond Wordclouds
      Chris Busse
      Partner, Fahrenheit Technology
      Emerging Media Group
      Richmond, VA #RVA
      Work: FahrenheitTechnology.com
      Blog: ChrisBusse.com
      Twitter: @busse
      Analyzing Trends with Social Media APIs
      SXSW 2011
      #beyondwc
      SXSW 2011 #beyondwc
    • This talk will cover:
      Some things I’ve learned from building systems to monitor online communications for brands
      An analysis of 100K Tweets from 48 hours of monitoring “coffee” on Twitter on Thursday and Friday of SXSW
      Q & A
      SXSW 2011 #beyondwc
    • API: Application Programming Interface
      An application programming interface (API) is a particular set of rules and specifications that a software program can follow to access and make use of the services and resources provided by another particular software program that implements that API.
      It serves as an interface between different software programs and facilitates their interaction, similar to the way the user interface facilitates interaction between humans and computers.
      http://en.wikipedia.org/wiki/Application_programming_interface
      SXSW 2011 #beyondwc
    • SXSW 2011 #beyondwc
    • <entry>
      <id>tag:search.twitter.com,2005:47520097484550144</id>
      <published>2011-03-15T04:50:48Z</published>
      <link type="text/html" href="http://twitter.com/wingztw33t/statuses/47520097484550144" rel="alternate"/>
      <title>I'm at Sin Hoi How Coffee Shop (JalanTun H S Lee, Kuala Lumpur) http://4sq.com/ebaDo2</title>
      <content type="html">I&amp;apos;m at Sin Hoi How &lt;b&gt;Coffee&lt;/b&gt; Shop (JalanTun H S Lee, Kuala Lumpur) &lt;ahref=&quot;http://4sq.com/ebaDo2&quot;&gt;http://4sq.com/ebaDo2&lt;/a&gt;</content>
      <updated>2011-03-15T04:50:48Z</updated>
      <link type="image/png" href="http://a1.twimg.com/profile_images/658397775/zoom_resize_normal.jpg" rel="image"/>
      <twitter:geo> </twitter:geo>
      <twitter:metadata>
      <twitter:result_type>recent</twitter:result_type> </twitter:metadata>
      <twitter:source>&lt;ahref=&quot;http://foursquare.com&quot; rel=&quot;nofollow&quot;&gt;foursquare&lt;/a&gt;</twitter:source> <twitter:lang>id</twitter:lang>
      <author> <name>wingztw33t (TeikWingChoo)</name> <uri>http://twitter.com/wingztw33t</uri>
      </author>
      </entry>
      SXSW 2011 #beyondwc
    • APIs are the Bridge Between Systems
      API
      Customer
      Service
      API
      SXSW 2011 #beyondwc
    • APIs are the Bridge Between Systems
      API
      SXSW 2011 #beyondwc
    • A Problem I Faced
      Need to monitor a large volume of SM data around a brand, its products, and competitors
      Need to identifytrends in that data that might not be readily apparent
      Need to manage the communications activities of a team of online “Digital Advocates”
      Need to link this data to other internal software/ database systems (order processing, support center)
      SXSW 2011 #beyondwc
    • The Starting Point
      Wanted custom reporting, but commercially available tools didn’t seem like a good fit
      UI/UX frustrations
      Cost for large volume of data
      Extensibility / deep customization
      Felt there were limitations in the Twitter Search API
      Historical depth
      Query flexibility
      Needed to mix in more data (corporate mashups)
      I wanted control (choosing the wrong vendor partner jeopardizes my client relationships)
      I wanted to work with the development tools I’m familiar with
      SXSW 2011 #beyondwc
    • Buy vs Build?: Reasons to Build
      Standard question for “the Enterprise”
      Get data in to other sources, no silos
      Custom workflows
      Social CRM
      Start an archive now, you never know when you’ll need it
      Business Intelligence (BI) staff have a favored toolset
      Enterprise data security: SaaS might be a NoNo
      Enterprise platform standards: .NET, Java, LAMP, PowerPoint
      SXSW 2011 #beyondwc
    • Build to be minimally relianton platform APIs
      Get the data out and move on
    • <entry>
      <id>tag:search.twitter.com,2005:47520097484550144</id>
      <published>2011-03-15T04:50:48Z</published>
      <link type="text/html" href="http://twitter.com/wingztw33t/statuses/47520097484550144" rel="alternate"/>
      <title>I'm at Sin Hoi How Coffee Shop (JalanTun H S Lee, Kuala Lumpur) http://4sq.com/ebaDo2</title>
      <content type="html">I&amp;apos;m at Sin Hoi How &lt;b&gt;Coffee&lt;/b&gt; Shop (JalanTun H S Lee, Kuala Lumpur) &lt;ahref=&quot;http://4sq.com/ebaDo2&quot;&gt;http://4sq.com/ebaDo2&lt;/a&gt;</content>
      <updated>2011-03-15T04:50:48Z</updated>
      <link type="image/png" href="http://a1.twimg.com/profile_images/658397775/zoom_resize_normal.jpg" rel="image"/>
      <twitter:geo> </twitter:geo>
      <twitter:metadata>
      <twitter:result_type>recent</twitter:result_type> </twitter:metadata>
      <twitter:source>&lt;ahref=&quot;http://foursquare.com&quot; rel=&quot;nofollow&quot;&gt;foursquare&lt;/a&gt;</twitter:source> <twitter:lang>id</twitter:lang>
      <author> <name>wingztw33t (TeikWingChoo)</name> <uri>http://twitter.com/wingztw33t</uri>
      </author>
      </entry>
      SXSW 2011 #beyondwc
    • Data Fields
      Id
      Published
      Link (to Tweet)
      Title
      Content
      Updated
      Link (to Profile Image)
      Twitter:Geo
      Twitter:Metadata
      Twitter:Result Type
      Twitter:Source
      Twitter:Lang
      Author
      Name
      URI
      SXSW 2011 #beyondwc
    • Automate
      SXSW 2011 #beyondwc
    • Tweets + Your CRM Data = Social CRM
      SXSW 2011 #beyondwc
    • Tweets + Your CRM Data = Social CRM
      SXSW 2011 #beyondwc
    • Automate More!
      SXSW 2011 #beyondwc
    • Customer support issues?
      I thought this was about “analyzing trends” ?
    • Measuring ROI in Social Media
      That’s like, the Holy Grail, right?
    • Measuring ROI
      SXSW 2011 #beyondwc
    • Always Go Back to Your Goals and Objectives … as quickly as possible
      SXSW 2011 #beyondwc
    • Coffee
      100K Tweets on
      SXSW 2011 #beyondwc
    • Collecting Tweets with “coffee”
      Start: 3/11/11 17:24:01 GMT
      End: 3/13/11 15:14:53 GMT
      # Tweets: 101,487
      SXSW 2011 #beyondwc
    • “coffee” + _______
      SXSW 2011 #beyondwc
    • “coffee” + _______
      1,377
      SXSW 2011 #beyondwc
    • “coffee” + (“4sq” | “gowal”)
      SXSW 2011 #beyondwc
    • “coffee” + (“4sq” | “gowal”)
      SXSW 2011 #beyondwc
    • Most Popular Coffee in Austin?
      SXSW 2011 #beyondwc
    • Most Popular Coffee in the World?
      . . . . . . . . . . . . . . . . .
      SXSW 2011 #beyondwc
    • Worldwide Long Tail % of Check-in
      SXSW 2011 #beyondwc
    • When does Austin get coffee?
      | Thursday | Friday | Saturday
      SXSW 2011 #beyondwc
    • SXSW 2011 #beyondwc
    • Did everyone leave New York?
      SXSW 2011 #beyondwc
    • What’s in a word?
      140,295 words in 100K tweets
    • How to Turn Tweets in to Words
      Loop through all your collected Tweets
      Split() them on “ ‘
      Strip out , . ! ? ( ) … and also “: “
      Escape the single quotes
      Strip out/exclude common words like “the”, “for”, “you”, …
      Record the Word back to a database table
      Perhaps add counts to that word, and segment by a time span such as day or hour
      SXSW 2011 #beyondwc
    • General Word Clouds Lack Relevance
      Source:http://tweetcloud.com/search/term/coffee
      Source: custom script/db
      via Twitter Search API
      SXSW 2011 #beyondwc
    • SXSW 2011 #beyondwc
    • Decaf is more popular?!
      SXSW 2011 #beyondwc
    • …or maybe just linkbait
      SXSW 2011 #beyondwc
    • Speaking of Links
      SXSW 2011 #beyondwc
    • SXSW 2011 #beyondwc
    • Look at More Data(there’s an API for this too)
      SXSW 2011 #beyondwc
    • Other things to explore
      Better location-based analysis
      Words over time span, compared to previous time span
      Add the people who tweeted about this back in to the search strings, capture their tweets for analysis
      Find even more data to add in to the mix
      Begin to identify real influencers in the context of your strategic goals and objectives – this might not be as simple as a “score”
      SXSW 2011 #beyondwc
    • The Future
      Open APIs vs. Closed APIs
      • Cost / Terms of Service starts to close down what was once open (or perhaps ensures its continued availability?)
      • Platform commitment
      Traditional software package vendors working with platform/service APIs intelligently
      Smart people solving this problem for the Enterprise (and smaller orgs) in a way that fits strategy, not forcing strategy to fit a tool
      SXSW 2011 #beyondwc
    • Q & A
      Contact Info:
      Chris Busse
      @busse
      cbusse@fahrenheittechnology.com
      http://FahrenheitTechnology.com
      http://ChrisBusse.com
      Thank You:
      @jboogie& @mr_sterling
      @mavnet & @VCU_Brandcenter
      @cdharrison & @krusk & @akuzemchak
      @willowtree84
      @IconBuffet
      The entire @FahrenheitTech / @FahrenheitEM Team
      All who helped promote this talk & all the SXSW staff & volunteers!
      SXSW 2011 #beyondwc