This document provides an overview of a presentation on practical applications of social network analysis. It discusses the growth of social data, defines social network analysis, and provides several use cases. It then outlines the presentation topics which include basics of reading sociograms, refining data, and applying SNA to public sector marketing. Examples of SNA applications to specific organizations are provided. Both free and paid tools for conducting SNA are also mentioned.

1. Cutting Through the CrowdPractical Applications for Social Network Analysis
Presented By: @mikekujawski and @joshuagillmore

2. Who are we?
MIKE KUJAWSKI JOSHUA GILLMORE
Dad. Husband. Managing
Partner at @CEPSM
Management consultant,
trainer, and speaker for
governments, non-profits,
and associations.
Niche: Strategic marketing
and communications, digital
engagement, social network
analysis
Associate at @CEPSM and
Analyst at @SecDev
Social media intelligence
analyst who cuts through the
data deluge to find answers to
tough questions
Niche: Social network analysis,
training and developing new
methods for data driven
decision-making

3. What we’re going to try to cover today:
• Growth of social data
• Definition and brief history of SNA
• Specific use cases
• Basics of reading sociograms
• Drilling down and refining your data
• Application to public sector and NGO marketing
• Examples of actionable insights
• Using free basic tools
• Using advanced tools (free or fee-based)
• Closing considerations
• Q & A

4. 2.1/3.0 = 70%

5. 2.5 quintillion (18 zeros) new data bytes produced daily

6. Increasing global comfort with sharing content online
Ipsos OTX. Weighted sample size of 12,000 across 24 countries. Survey question was “describe how
much you share online (including status updates, feelings, photos, videos, links, etc.)”

7. Across an ever increasing amount of social platforms.

9. Various uses for examining social data:
Situational Awareness
• Developing an overview of an
unknown situation or event to
focus future analysis
Ongoing Monitoring
• Daily tracking of account activity
and relevant keywords within a
topic area
Social Network Analysis
• Acquire an understanding of the
social dynamics for large-scale
data to tell you who and how
users are relating
Priority Information
Requests
• Ask a pointed question to
support an important decision
Investigations
• Acquire additional information
on a person or organization
Engagement
• Analyze information around a
communications goal or
objective to provide
engagement and content
suggestions
Performance
• Assess performance
effectiveness and progress
based on defined metrics
measured against targets

10. I work with social media.

11. Not that social media. This social media.

12. Requirements
Planning and
Direction
Collection
Processing and
Exploitation
Analysis and
Production
Dissemination
Social media intelligence towards decision making.
“The first demonstration that the use of SOCMINT (social
media intelligence) must make is that it works…the
‘success’ of intelligence is not the information or even
secrets that it collects, but the value it adds to decision-
making.” - Sir David Omand GCB

13. SNA Definition.
Social network analysis (SNA) is a strategy for investigating social
structures through the use of network and graph theories.
It characterizes networked structures in terms
of nodes (individual actors, people, or things within the network)
and edges (relationships or interactions) that connect them.

14. Konigsberg Bridge Problem (1736)
First Grade Class (Grant - 1952)
Facebook Sociogram (2012)
Jefferson High School Sexual
Relationship Study (Stovel,
Moody, Bearman, 2005)
Network analysis in not new.

15. Air Canada Destroys
Specialized Wheelchair
#TwitterStorm
My own social network challenge.

17. Cutting through the crowd.

18. Looking for the loudest. A problem.

19. Towards connecting based on relationships.

20. Mapping the 250,000 person digital crowd.

21. Communities typically represent.
Political
Affiliations
Religious Groups Organizations
Social
Movements
Informal Social
Groups
Geographies
Languages Event Affiliation Botnets

22. A diverse array of statistics to measure various attributes.
Celebrity Status
Behind the Scenes
Actors
Importance and
Responsiveness
Community
Bridging
Hyperconnectivity
Clustering and
Isolation
Affiliation with
the Core Network
Directed
Communications
Frequency
Descriptive
Statistics on
Communications

23. Cutting through the crowd by raising the water.

24. Making sense from the data deluge.

26. You can apply network analysis principles to:
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practices
3. Target and Tailor Communications
to Specific Communities

27. Isolate your key actors to a manageable level
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practices
3. Target and Tailor
Communications to Specific
Communities

28. Towards engaging directly… or indirectly.
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practices
3. Target and Tailor
Communications to Specific
Communities
Greatest
Influence
You
Influence
is Halved
Friends (1st
Degree)
Influence
is Halved
Friends of
Friends (2nd
Degree)
Negligible
to No
Influence
Friends of
Friends of
Friends (3rd
Degree)

29. Applicable to multiple social behaviours.
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practices
3. Target and Tailor
Communications to Specific
Communities

30. 1. Turn the User into a
Content Filter
2. Acquire content in the
quickest way
3. Understand community
dynamics
4. Create sharable
monitoring resources
Monitor these user directly to:
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practices
3. Target and Tailor
Communications to Specific
Communities

31. Collaboratively monitor by community.
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practices
3. Target and Tailor
Communications to Specific
Communities

32. Use communities for engagement.
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practices
3. Target and Tailor
Communications to Specific
Communities

33. 1. Identity - Why they
associate
2. Values - What they
should say
3. Norms - How they
should act
4. Perception - How
they view events and
issues
Guiding users will typically act as an indicator for:
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practices
3. Target and Tailor
Communications to Specific
Communities

34. Use additional SM indicators to refine engagement.
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practices
3. Target and Tailor
Communications to Specific
Communities

36. SNA has direct applications to the marketing process

37. Example 1 – DFO Brand Network.

38. Example 2 – Spotlight Analysis on DFO Pacific.

39. Example 3 – Oceans & Science Network

40. Example 4 – Spotlight Analysis on Cacouna Community.

41. Example 5 – Mentions of ATIP or Access to Information

42. Example 6 -Snowball Sampling from a single FB page
Intact- co-ordinated
anti-circumcision community
Part of larger
anti-circumcision community
anti-vaccine community
human-milk only community
libertarians, anarchists, etc...

43. Free basic social network visualization tools

44. Free Tool #1 – MentionMapp.com (yes, it has two “p’s”)

45. Free Tool #2 – SocioViz.net

46. Free Tool #3 – Netyltic.org

47. Free Tool #4 – NexaSearch (Free HootSuite App)

48. 1. Collect your
Data
2. Process your
Data
3. Enrich your
Data
4. Analyze your
Data
5.Execute
Of course, you can also pay some $ for extra mileage.

49. Data collection in a fractured landscape.

50. Garbage in = Expensive garbage out.

51. Convert the data into the proper format.

52. Advanced Tool #1 – Gephi Used for network manipulation.

53. Advanced Tool #2 - NodeXL Used to collect and explore sociograms in Excel.

54. Advanced Tool # 3 - Tableau Used to analyze the data.

55. Advanced Tool #4 - Bottlenose Enterprise SNA

56. Advanced Tool #5 - NexaMaster Enterprise SNA

58. Need to understand the visuals
and underlying principles

59. Change isn't easy once you
have your sample

60. Not easy to turn everything
into a nail with your hammer

61. Garbage in = Garbage Out

62. Remember that it’s all about
relationships not platforms

64. Follow us at: @mikekujawski and @joshuagillmore
Also be sure to visit our website at CEPSM.ca for our latest training and service offerings