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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  • 1. 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
  • 2. 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
  • 3. 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
  • 4. SXSW 2011 #beyondwc
  • 5. <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
  • 6. APIs are the Bridge Between Systems
    API
    Customer
    Service
    API
    SXSW 2011 #beyondwc
  • 7. APIs are the Bridge Between Systems
    API
    SXSW 2011 #beyondwc
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. Build to be minimally relianton platform APIs
    Get the data out and move on
  • 12. <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
  • 13. 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
  • 14. Automate
    SXSW 2011 #beyondwc
  • 15. Tweets + Your CRM Data = Social CRM
    SXSW 2011 #beyondwc
  • 16. Tweets + Your CRM Data = Social CRM
    SXSW 2011 #beyondwc
  • 17. Automate More!
    SXSW 2011 #beyondwc
  • 18. Customer support issues?
    I thought this was about “analyzing trends” ?
  • 19. Measuring ROI in Social Media
    That’s like, the Holy Grail, right?
  • 20. Measuring ROI
    SXSW 2011 #beyondwc
  • 21. Always Go Back to Your Goals and Objectives … as quickly as possible
    SXSW 2011 #beyondwc
  • 22. Coffee
    100K Tweets on
    SXSW 2011 #beyondwc
  • 23. 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
  • 24. “coffee” + _______
    SXSW 2011 #beyondwc
  • 25. “coffee” + _______
    1,377
    SXSW 2011 #beyondwc
  • 26. “coffee” + (“4sq” | “gowal”)
    SXSW 2011 #beyondwc
  • 27. “coffee” + (“4sq” | “gowal”)
    SXSW 2011 #beyondwc
  • 28. Most Popular Coffee in Austin?
    SXSW 2011 #beyondwc
  • 29. Most Popular Coffee in the World?
    . . . . . . . . . . . . . . . . .
    SXSW 2011 #beyondwc
  • 30. Worldwide Long Tail % of Check-in
    SXSW 2011 #beyondwc
  • 31. When does Austin get coffee?
    | Thursday | Friday | Saturday
    SXSW 2011 #beyondwc
  • 32. SXSW 2011 #beyondwc
  • 33. Did everyone leave New York?
    SXSW 2011 #beyondwc
  • 34. What’s in a word?
    140,295 words in 100K tweets
  • 35. 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
  • 36. General Word Clouds Lack Relevance
    Source:http://tweetcloud.com/search/term/coffee
    Source: custom script/db
    via Twitter Search API
    SXSW 2011 #beyondwc
  • 37. SXSW 2011 #beyondwc
  • 38. Decaf is more popular?!
    SXSW 2011 #beyondwc
  • 39. …or maybe just linkbait
    SXSW 2011 #beyondwc
  • 40. Speaking of Links
    SXSW 2011 #beyondwc
  • 41. SXSW 2011 #beyondwc
  • 42. Look at More Data(there’s an API for this too)
    SXSW 2011 #beyondwc
  • 43. 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
  • 44. 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?)
    • 45. 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
  • 46. 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