Beyond Wordclouds<br />Chris Busse<br />Partner, Fahrenheit Technology<br />Emerging Media Group<br />Richmond, VA 			#RVA...
This talk will cover:<br />Some things I’ve learned from building systems to monitor online communications for brands<br /...
API: Application Programming Interface<br />An application programming interface (API) is a particular set of rules and sp...
SXSW 2011 #beyondwc<br />
<entry> <br /><id>tag:search.twitter.com,2005:47520097484550144</id><br /><published>2011-03-15T04:50:48Z</published><br /...
APIs are the Bridge Between Systems<br />API<br />Customer<br />Service<br />API<br />SXSW 2011 #beyondwc<br />
APIs are the Bridge Between Systems<br />API<br />SXSW 2011 #beyondwc<br />
A Problem I Faced<br />Need to monitor a large volume of SM data around a brand, its products, and competitors<br />Need t...
The Starting Point<br />Wanted custom reporting, but commercially available tools didn’t seem like a good fit<br />UI/UX f...
Buy vs Build?: Reasons to Build<br />Standard question for “the Enterprise”<br />Get data in to other sources, no silos<br...
Build to be minimally relianton platform APIs<br />Get the data out and move on<br />
<entry> <br /><id>tag:search.twitter.com,2005:47520097484550144</id><br /><published>2011-03-15T04:50:48Z</published><br /...
Data Fields<br />Id<br />Published<br />Link (to Tweet)<br />Title<br />Content<br />Updated<br />Link (to Profile Image)<...
Automate<br />SXSW 2011 #beyondwc<br />
Tweets + Your CRM Data = Social CRM<br />SXSW 2011 #beyondwc<br />
Tweets + Your CRM Data = Social CRM<br />SXSW 2011 #beyondwc<br />
Automate More!<br />SXSW 2011 #beyondwc<br />
Customer support issues?<br />I thought this was about “analyzing trends” ?<br />
Measuring ROI in Social Media<br />That’s like, the Holy Grail, right?<br />
Measuring ROI<br />SXSW 2011 #beyondwc<br />
Always Go Back to Your Goals and Objectives … as quickly as possible<br />SXSW 2011 #beyondwc<br />
Coffee<br />100K Tweets on<br />SXSW 2011 #beyondwc<br />
Collecting Tweets with “coffee”<br />Start: 			3/11/11 17:24:01 GMT<br />End: 			3/13/11 15:14:53 GMT<br /># Tweets: 	101,...
“coffee” + _______<br />SXSW 2011 #beyondwc<br />
“coffee” + _______<br />1,377<br />SXSW 2011 #beyondwc<br />
“coffee” + (“4sq” | “gowal”)<br />SXSW 2011 #beyondwc<br />
“coffee” + (“4sq” | “gowal”)<br />SXSW 2011 #beyondwc<br />
Most Popular Coffee in Austin?<br />SXSW 2011 #beyondwc<br />
Most Popular Coffee in the World?<br />. . . . . . . . . . . . . . . . . <br />SXSW 2011 #beyondwc<br />
Worldwide Long Tail % of Check-in<br />SXSW 2011 #beyondwc<br />
When does Austin get coffee?<br />| Thursday                     | Friday                                                 ...
SXSW 2011 #beyondwc<br />
Did everyone leave New York?<br />SXSW 2011 #beyondwc<br />
What’s in a word?<br />140,295 words in 100K tweets<br />
How to Turn Tweets in to Words<br />Loop through all your collected Tweets<br />Split() them on “ ‘<br />Strip out , . ! ?...
General Word Clouds Lack Relevance<br />Source:http://tweetcloud.com/search/term/coffee<br />Source: custom script/db<br /...
SXSW 2011 #beyondwc<br />
Decaf is more popular?!<br />SXSW 2011 #beyondwc<br />
…or maybe just linkbait<br />SXSW 2011 #beyondwc<br />
Speaking of Links<br />SXSW 2011 #beyondwc<br />
SXSW 2011 #beyondwc<br />
Look at More Data(there’s an API for this too)<br />SXSW 2011 #beyondwc<br />
Other things to explore<br />Better location-based analysis<br />Words over time span, compared to previous time span<br /...
The Future<br />Open APIs vs. Closed APIs<br /><ul><li>Cost / Terms of Service starts to close down what was once open (or...
Platform commitment</li></ul>Traditional software package vendors working with platform/service APIs intelligently<br />Sm...
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SXSWi '11: Beyond Wordclouds: Analyzing Trends with Social Media APIs

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SXSW Interactive 2011
Tuesday 3/15 11am
Ballroom C

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

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

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