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Infopresse cgt-english-final

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  • The Social Data Revolution

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  • 1. CGT talk atInfopresse @cgtheoretLa Révolution des données sociales
  • 2. Every minute:• 48 hours of video are downloaded on Youtube• 320 new accounts and 98,000 tweets appear on Twitter• 168,000,000 million emails are sent• 20,000 new posts on Tumblr• 6,600 photos appear on Flickr• Over 20% of all websites are CMS/wordpress/etc… @cgtheoret
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  • 11. But…• Facebook has lost 1.5 million users in Canada and 6 million in the United States• Yahoo study: 50% of the content that is read and shared by humans is produced by only 20, 000 accounts @cgtheoret
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  • 13. This flood of data isn’t only about the scale that is nearly impossible to grasp in human terms. Other internal dynamics come into play and challenge interpretation . . . @cgtheoret
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  • 16. This is so complicated, Stanford now offers a course on this subject: @cgtheoret
  • 17. Who is the professor who gives these courses in statistics and marketing ?A physicist, of course…Andreas Wiegend. Before accepting a position at Stanford, he was the Chief Data Scientist at Amazon. He coined the term “Social Data Revolution.” @cgtheoret
  • 18. Facebook (and Zynga) are sitting on the biggest, most detailed sociological database ever created by humankind.Facebook owns all this data and is not sharing it.This database is used exclusively to sell advertising and . . . ? @cgtheoret
  • 19. Hereis the story of a Social Data « Robin Hood » … Pete Warden @cgtheoret
  • 20. Pete Warden was an engineer at Apple when he decided to leave and create a start up . . .The start up didn’t work out. So in his spare time, he developed a legal Facebook crawler using their own programming API.In 2010, his crawler had been operating for 6 months and had gathered information on 215 million users that he organized according to city, state, etc., while maintaining users’ anonymity. @cgtheoret
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  • 24. In 2010, LinkedIn hired a team of17 people to do the same thing: @cgtheoret
  • 25. But can one “normal” person or company make sense of this mass of data without having access to teams of experts and an enormous budget?Hundreds of social media monitoring tools are available:195 tools here:http://www.salesrescueteam.com/social-media-measurement-tools/ @cgtheoret
  • 26. There is even a wiki with 224 tools: http://wiki.kenburbary.com/ @cgtheoret
  • 27. But even with the huge success of some monitoring companies:Radian6: $326 million / revenue ~ $20 MillionSysomos: $34 million / revenue ~ $2 MillionScoutlabs: $20 million / revenue ~ $1 MillionPostrank: bought by Google, BackType: bought by Twitter, etc . . . @cgtheoret
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  • 30. Monitoring / Analysis• Monitoring tools present social network data in Excel tables: – As a list of “nodes” i.e., blog posts, tweets, etc. – In sequential order by date, one after the other – The emphasis is on real time – This works for a few dozen or hundred . . . but what about thousands of posts? – Making sense of all those posts is very expensive and labour intensive @cgtheoret
  • 31. Monitoring / Analysis• The added value of social media is not in raw data, but in connections between peopleAnd between ideas• On a fundamental level, it is a network• …and a network = relations• To understand a network, you have to understand its relations• To understand a single element in the network, you have to understand its context @cgtheoret
  • 32. With the “Social Graph” we can calculate “who is talking to whom,” “who is connected with whom,” and possibly where.But we can go even further than that . . . . @cgtheoret
  • 33. With more information and calculations, we can see what interests people and how their interests are linked.This is Facebook’s second challenge: ”The interest graph.”How are ideas and conversations connected in the social web? @cgtheoret
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  • 35. Zeitgeist @cgtheoret
  • 36. Zeitgeist @cgtheoret
  • 37. “The spirit of our times”“Spirit” and “our times”: two concepts that are hard to measure . . . all the more so when you combine them . . . @cgtheoret
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  • 42. So what exactly is an “interest graph”?Here’s a concrete example.Take Réjean . . .6’2’’, 35 years old, married, lives in Val D’Or. . .According to traditional market research . . . @cgtheoret
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  • 47. Why do you need a “special person” to understand the social data revolution? @cgtheoret
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  • 49. Why do you need a physicist to understand the social data revolution?Because he is not just a physicist!! He understands human behaviour . . . @cgtheoret
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  • 53. Thank you!cg.theoret@nexalogy.com @cgtheoret @cgtheoret