Social Media 2010: Harnessing the Power of Social Networks
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Social Media 2010: Harnessing the Power of Social Networks

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Talk given on Thursday June 17, 2010 at the Social Media Marketing 2010 conference

Talk given on Thursday June 17, 2010 at the Social Media Marketing 2010 conference

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  • Social media needs to be measured in different ways <br /> <br /> &#x201C;Civilization and its discontents&#x201D; where Freud talks about the conflict between the individual&#x2019;s desire to maintain their individuality and society&#x2019;s pressure to conform. <br /> <br /> I work as a marketeer; for years I&#x2019;ve been part of that pressure. <br /> <br /> Social Media presents -- express their individuality -- new set of unconscious pressures. <br /> <br /> <br />
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  • Social media needs to be measured in different ways <br /> <br /> &#x201C;Civilization and its discontents&#x201D; where Freud talks about the conflict between the individual&#x2019;s desire to maintain their individuality and society&#x2019;s pressure to conform. <br /> <br /> I work as a marketeer; for years I&#x2019;ve been part of that pressure. <br /> <br /> Social Media presents -- express their individuality -- new set of unconscious pressures. <br /> <br /> <br />
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  • Most of the people who retweeted are already tightly linked -- recognized more than ONE name on the retweet schedule. There&#x2019;s a SOCIAL act going on here; not simply sharing information, but using the act of sharing information to reinforce their relationships w/in the wider network <br />
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  • People are talking about your products, messages, about your ideas, about your policies. <br />
  • Think about how many brands, NGOs and political organizations are trying to get you to do this. <br /> <br /> ethically grey. <br />
  • Twitter <br /> <br /> Where do you hear about stuff FIRST? <br /> <br /> Unconscious subtle instantaneous decisions <br /> <br /> respect like love trust <br />
  • Filters are almost fractally complex and individual. That&#x2019;s why they WORK. <br /> <br /> So here are some of the ways we&#x2019;ve tried to get around it. <br />
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  • Well -- it turns out we can. Up to a point. Here&#x2019;s a map of Twittering MPs. The colours tell you what their party affiliation is. <br /> <br /> Only, I didn&#x2019;t colour them by hand. I asked the computer to work out what the most likely cliques and factions were. <br /> <br /> It got one person wrong. <br />
  • Derek Wyatt is actually Labour. But it&#x2019;s not bad for a small data set. <br />
  • And here&#x2019;s the same exercise performed on the US Congress. We got six out of 46 wrong. Still feels pretty good. We&#x2019;re beginning to be able to tell something about someone based on nothing more than WHO THEY KNOW. <br />
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  • Here&#x2019;s another example. This time its Republicans and Democrats on Twitter. If you take out only two betweeners, <br />
  • You get a world where the Republicans don&#x2019;t know what the Dems are saying and vice versa. <br /> <br /> Betweeners are people who span two or more worlds. Let&#x2019;s take a closer look at why there aren&#x2019;t MORE of them. It&#x2019;s because of a thing called Homophily. <br />
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Social Media 2010: Harnessing the Power of Social Networks Social Media 2010: Harnessing the Power of Social Networks Presentation Transcript

  • Social Media Marketing 2010 harnessing the power of social networks
  • Viral what it isn’t
  • Original Tweet: 0834hrs
  • Cascade: 1
  • Cascade: 2
  • Cascade: 3 (shows 2)
  • Cascade: 4 (shows 3)
  • Cascade: 5 (shows 4)
  • Initial tweet responsible for approx 2K visitors
  • Friday, 11 Sep 2009 1115hrs
  • Friday, 11 Sep 2009 1115hrs
  • “Viral”? No. Just “Amplified” R0 < 1
  • cf. Leskovac, Adamic, Huberman: “The Dynamics of Viral Marketing” ACM Transactions on the Web, 1, 1 (May 2007) http://bit.ly/aNiZdk
  • Probability of retweet increases with close relationships?
  • About Social Media
  • Audience has an audience
  • 1: Use people as a channel (naïve)
  • Filters
  • 2: Bypass filters sophisticated
  • 3: Use the filters (zen)
  • Demonstration 1 20 people stand up cf. Altheide and Johnson, "Counting Souls: A Study of Counseling at Evangelical Crusades", The Pacific Sociological Review,Vol. 20, No. 3, (July 1977), pp. 323-348 http://bit.ly/cJxAt8
  • http://webfinger.org - http://code.google.com/p/webfinger/ -
  • Enrich Your Data Explicit Inferred • Name • Age cohort • Age • Gender • Gender • Location • Location • Music preference • Contact details • Gender preference • Social graph • Obesity • etc • etc cf: ‘Inference of Profile Elements of Individuals Using Publicly Available Social Web Data’ (Kozikowski 2009) [Masters Thesis] http://bit.ly/aBRIxW
  • Enrich Your Data Explicit Inferred • Name • Age cohort • Age • Gender • Gender • Location • Location • Music preference • Contact details • Gender preference • Social graph • Obesity • etc • etc cf: ‘Inference of Profile Elements of Individuals Using Publicly Available Social Web Data’ (Kozikowski 2009) [Masters Thesis] http://bit.ly/aBRIxW
  • Homophily
  • Social Norms
  • Homosexuality If more than 1.89% of your Facebook friends are gay... then you probably are as well Homophily Jernigan, Carter, Mistree, Behram. "Gaydar: Facebook friendships expose sexual orientation" First Monday [Online],Volume 14 Number 10 (25 September 2009) http://bit.ly/8YTy2X
  • Obesity 171% increased risk of obesity if your close friend is obese Social Norms ‘The Spread of Obesity in a Large Social Network over 32 Years’: Christakis & Fowler, (New England Journal of Medicine, July 26 2007) http://bit.ly/9TcH3W
  • Teach Yourself SNA Tools Data Books & Papers • UCINet/ • Twitter API • Wasserman & NetDraw • Facebook API Faust • Pajek • Crawlers • de Nooy, Mrvar • Gephi • Blog links & Batagelj • NodeXL • Email data • Granovetter • yEd • Own data • Watts • GraphViz • etc • Leskovec • etc • etc
  • Homophily Social Norms Two Sides of One Coin
  • Inferring Influence
  • Inferring Influence Indegree # followers/fans Eigenvector “Page Rank” Betweeness # shortest paths
  • Warning! mileage may vary
  • Demonstration 2 clapping in time Challenging the Influentials Hypothesis (Watts 2007) Forget influentials (Bentley & Earls 2008)
  • Start Collecting Social Data Now • Not just a channel • Enrich your CRM data • Better Segmentation & Targeting • Identify Influentials (caveat.)
  • Please follow @mediaczar