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Making Social Data Sing

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Business intelligence practices have been creating reports to help organizations make decisions for decades, but when it comes to social data, the usual models seem to fall apart. Social data doesn't neatly fit into tables, is often too large for charts, and too ill-defined for maps. Many businesses have defined social media as important, but getting that "down on paper" is still a struggle.

Join us for our upcoming webinar as we go through the three key strategies for turning your social data into an impactful report. We'll use our SocialScape Restaurant Report (a syndicated social media report sold by M/A/R/C®) as an example, going all the way back to concepts and sketches to show how we got to the final. We'll also highlight other work we've seen that can inspire your best work.

Get ready for a lot of data, a lot of answers, and a lot of tools you can take to your desk when you leave.

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Making Social Data Sing

  1. 1. Making Social Data SingAn exercise in visualizing dataDecember 5, 2012
  2. 2. Your Moderator Scott Waller Scott.Waller@MARCresearch.com 2
  3. 3. Who is M/A/R/C ®? 47 years of research service and innovation Industry experience includes… • Consumer Packaged Goods • Pharmaceuticals and Healthcare • Telecommunications and Technology • Dining and Hospitality • Retail and Financial Services Part of the Omnicom Group 3
  4. 4. Today’s Agenda From Data to Decisions: How we got to this deluge of data, and how it’s changed us Building Impactful Reports: How to leverage psychology and biology to convey meaning Case Study: SocialScape How we’ve applied these principles at M/A/R/C to our specialized report for the Restaurant industry 4
  5. 5. Your Presenters Eric Swayne Susannah GulickEric.swayne@MARCresearch.com Susannah.Gulick@MARCresearch.com 5
  6. 6. Poll QuestionWhere is social media listening done in yourorganization?A) Public Relations / Corp. Comms.B) MarketingC) Customer ServiceD) Diversified across the organizationE) Other 6
  7. 7. Frequently Asked QuestionsCan I get a copy of today’s presentation? − Yes, a copy will be emailed to you Is today’s webinar being recorded?  Yes, downloadable Can I ask questions during the event?  A Q&A session will commence at the end of the presentation 7
  8. 8. From Data to Decisions “Everybody gets so much information all day long that they lose their common sense.” - Gertrude Stein
  9. 9. The Rising Tide of Digital Data = 10 terabytes (Total Physical Material, approx.) 1 day, latest average (400 million tweets) = 4 terabytes Data scanned in every 30 minutes = 105 terabytes Transaction data stored = 2,500 terabytes 9
  10. 10. The Rising Tide of Digital Data Google search volumes, 2005-2012 10
  11. 11. Social Data is Even More Difficult Unstructured: meaning isn’t embedded in the data format 11
  12. 12. Social Data is Even More Difficult Contextualized: meanings can vary wildly based on context, slang, intent or colloquialisms 12
  13. 13. Social Data is Even More Difficult Open-ended: conversations aren’t responses to questions, and require interpretation 13
  14. 14. Social Data is Even More Difficult Massive: Data sets can reach into the terabytes or petabytes of text and/or activities 14
  15. 15. Coping With the CrazeThe deluge of data has driven us into new businessterritory:Value of Visualization over DisplayValue of Interpretation over OutputValue of Being Correct over Being Accurate 15
  16. 16. What Social Needs in This New Era Data Decisions Studies involved: •Biology •Psychology •Sociology •Information Technology 16
  17. 17. Building Impactful Reports for Social Data “Data by itself is useless. Data is only useful if you apply it.” -Todd Park Chief Technology Officer of the United States
  18. 18. Appealing to Your Audience“The greatest value of a picture is when it forces us to notice what we never expected to see.”— John W. Tukey. Exploratory Data Analysis. 1977.
  19. 19. A Quick Lesson in Visual Perception 19
  20. 20. Preattentive Processing Exercise69704259347457413345728294954628494244396854634372123536587937679587 20
  21. 21. Preattentive Processing Exercise69704259347457413345728294954628494244396854634372123536587937679587 21
  22. 22. Preattentive Processing Exercise69704259347457413345728294954628494244396854634372123536587937679587 22
  23. 23. Pre-attentive Attributes 23
  24. 24. The Principle of Proximity 24
  25. 25. Principle of Closure We see everything inside the border as belonging to the same group. 25
  26. 26. Principle of Connectedness According to the principle of connectedness , objects that are physically connected belong to parts of a group. 26
  27. 27. Focusing AttentionDesign should never say, “Look at me.” It should always say, “Look at this.” — David Craib
  28. 28. Tables Tables and graphs are the first things that come to mind when we need to display data. Brands listed in order of # of mentions for September 2012 Previous Rank Restaurant Name Mentions / # of Locations Rank 1 McDonalds 1 122 2 S ubway 2 4 42 3 Taco B ell 3 171 4 KFC 1 5 155 5 C hipotle 2 7 521 6 S onic 6 163 7 B urger K ing 1 8 58 8 IHOP 2 10 262 9 W endys 9 59 10 P izz a Hut 1 11 50 28
  29. 29. Graphs Graphs provide a high bandwidth flow of information from our eyes to our brain 29
  30. 30. Random Grouping Relying on length of the line to group the data 30
  31. 31. Moderate Grouping Sorted, proximity improves grouping of the data 31
  32. 32. Strong Grouping Colors added create a much stronger mental association (Length, Proximity, and Color) 32
  33. 33. Refining the Design "Bottom line is, if you do not use it orneed it, its clutter, and it needs to go." Charisse Ward
  34. 34. Example – Eliminate the clutter 34
  35. 35. Example – Eliminate the clutter 35
  36. 36. Example – Eliminate the clutter 36
  37. 37. Case Study:SocialScape Restaurant Report “Thinking is easy, acting is difficult, and to put ones thoughts into action is the most difficult thing in the world.” --Johann Wolfgang von Goethe
  38. 38. SocialScape:THE RESTAURANT SOCIAL MEDIA REPORT August 2012
  39. 39. All Brands » Total MentionsTwitter Remains Atop;Facebook Surges Again;News Traffic Increases Mentions Δ From Last MonthWhile Forums Drop Off +46.67% FACEBOOKSocial volume primarily remainedconsistent with the Facebook increasebeing the exception. -10.56% FORUMSFacebook mentions increase once again,representing a large amount of the Chick- +29.31%Fil-A discussion, particularly in response totheir customer appreciation day. NEWSNews mentions have increased this +2.8%month, but still remain the smallest part ofthe overall conversation. News channels TWITTERnaturally tend to generate much lessvolume, but contain longer conversations. -4.8% BLOGS August 2012 39
  40. 40. All Brands » Categories by Media Type Twitter Facebook Blogs Forums News July August August 2012 40
  41. 41. All Brands » Conversation Themes Taste Remains Consistently Dominant, while Health and Price Realize Slight Improvements Taste remains the primary theme among consumers mentioning restaurant brands, with the vast predominance being happy with the tastes of the food being served, as indicated by their strong positive sentiment. Consumers this month are much less committed on Service, Health, Price, and Location with each garnering approximately equal positive statements as negative. Food Safety remains a primarily negative topic, although no major epidemics or incidents were recorded this month.#6 Food Safety #5 Location #4 Price #3 Health #2 Service #1 Taste 72%, 28% 46%, 54% 44%, 56% 46%, 54% 54%, 46% 24%, 76% August 2012 Negative Positive 41
  42. 42. All Brands » Conversation Themes » Price Taste: a Positive Topic for Restaurants in August #1 Hot: 14%, 7% #1 Hot: 14%, 7% Mentions of sweet boost the #2 Sweet: 51%, 2% #2 Sweet: 51%, 2% sentiment ratings for this theme. #3 Fresh: 9%, 2% #3 Fresh: 9%, 2% Blogs have extremely high positive sentiment about this topic, driven by #4 Cold: 5%, 12% #4 Cold: 5%, 12% cravable restaurant offerings. #5 Spicy: 15%, 7% #5 Spicy: 15%, 7% August 2012 Negative Positive 42
  43. 43. All Brands » Conversation Themes » Price “Taste” Conversations: An Brand driven topic? Consumers weighed on the topic of price, with mentions of favorite QSR items dominating the conversation.. August 2012 43
  44. 44. All Brands » Emotions Radar Positive, Passionate Conversation Space for Restaurants has Decreased Want: 918,337 This Month Keywords of high passion and Love: 308,653 Like: 812,791 clear positive sentiment rank slightly lower in this data set than in the month before, indicating decreased favorable discussion about restaurant brands by consumers for August. Had: 538,427 Despite the seemingly large Going: 425,994 amount of negative discussions surrounding the Chick-Fil-A incident, keywords of negative passion remain roughly equal to the previous month. Hate: 169,630 Never: 346,668 Negative Positive August July Bad: 169,257 August 2012 44
  45. 45. All Brands » Top 50 Restaurants Brands listed in order of # of mentions for August 2012 Rank Restaurant Previous Rank Mentions / # of Rank Restaurant Previous Rank Mentions / # of Locations Locations 1 McDonalds 1 155 26 The C hees ecake Factory 1 27 726 2 C hick-Fil-A 2 1,172 27 Jack in the B ox -1 26 49 3 Taco B ell 3 202 28 Jimmy Johns 1 29 77 4 S ubway 4 44 29 W ings top -1 28 169 5 K FC 5 167 30 Papa Johns 6 36 32 6 S onic 6 202 31 Arbys -1 30 27 7 C hipotle 7 578 32 Dominos 3 35 19 8 B urger K ing 8 70 33 Panda E xpres s -2 31 63 9 W endys 9 73 34 S teak N S hake -2 32 150 10 IHOP 10 298 35 R ed R obin -1 34 166 11 P izza Hut 11 57 36 C racker B arrel -3 33 114 12 Olive Garden 1 13 477 37 Texas R oad Hous e 37 203 13 W affle Hous e -1 12 195 38 Panera Bread 1 39 49 14 In-n-Out 14 1,006 39 Hardees 2 41 26 15 Applebees 1 16 131 40 T.G.I. Fridays -2 38 61 16 Hooters -1 15 637 41 Hard R ock C afé 3 44 337 17 R ed Lobs ter 3 20 314 42 C heddars -2 40 569 18 P opeyes -1 17 109 43 Little C aes ars -1 42 11 19 Dennys -1 18 125 44 Qdoba -1 43 65 20 W hataburger -1 19 253 45 Five Guys B urger and Fries 1 46 41 21 C heckers 4 25 226 46 R uby Tues day -1 45 35 22 C hilis -1 21 112 47 Outback S teakhous e 47 31 23 Zaxbys -1 22 243 48 Bob E vans 4 52 24 24 B uffalo W ild W ings 24 189 49 P.F . C hangs -1 48 129 25 Dairy Queen -2 23 20 50 Del Taco 1 51 45 QSR CDR FCR FSR August 2012 45
  46. 46. Quick Serve Restaurants » Share of Mentions Chick-Fil-A remains at #2; Top Brand for Mentions per # of Locations News surrounding Chick-Fil-A and reactions dipped only slightly in August, remaining at #2 in total number of mentions. August 2012 46
  47. 47. Quick Serve Restaurants » Conversation Trends QSR conversations spiked August 1st in response to a massive turnout for Chick-Fil-A’s appreciation Day August 2012 47
  48. 48. In Review “I never teach my pupils; I onlyattempt to provide the conditions in which they can learn.” - Albert Einstein
  49. 49. We’ve covered a lot Choosing the right type of chart −Use line charts to show continuous data; bar charts for categorical data −Let the relationship you want to show guide the type of chart you choose Focusing the audiences attention −Understand the power of pre-attentive attributes and use them to focus your audience’s attention on what’s important about the data Refining the design −Leverage the principles of visual perception focus the audience’s attention −Use contrast strategically, don’t let your message get lost 49
  50. 50. Review Reporting converts Data to Decisions. Impactful reports:- Connect with your audience.- Focus their attention.- Remove design distractions. SocialScape: marcresearch.com/socialscape.php 50
  51. 51. Thank You Eric Swayne &Susannah Gulick
  52. 52. QUESTIONS?

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