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Real-Time Web; Trending Social Data


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These slides were created for the course:
Comm 350R Social Media
Dr. Matthew J. Kushin
Department of Communication
Utah Valley University

For more on the course see:

For more about the professor, see:
or @mjkushin on Twitter

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Real-Time Web; Trending Social Data

  1. 1. Social Media CourseDr. Matthew J. Kushin<br />Assistant Professor<br />Department of Communication<br />Utah Valley University<br /><br /><br />@mjkushin<br />
  2. 2. Real-Time Web; Trending Social Data<br />Dr. Matthew J. Kushin<br />Course:<br />
  3. 3. Review: Basics of Brand Monitoring<br />
  4. 4. Review: Monitoring Station<br />Created a command center for important info to come to us<br />Photo: eyesore9<br />
  5. 5. 1 more basic monitoring tool<br />You’ve actually been using this already! <br />The Real-Time Web<br />
  6. 6. The “Real Time Web”<br />Process of searching for information as it is created<br />Search factors time & popularity as key variables<br />
  7. 7. The “Real Time Web”<br />Enables: <br />ability to search web as a live and constantly changing entity <br />
  8. 8. Comparison<br />Google: Organizes mass of information on the web by scouring web periodically<br />Content is most anything posted online sorted by relevance to search query<br />Real Time: Delivers most popular topics recently discussed or posted by users<br />Content is soft: based on what people are saying (opinions, attitudes, thoughts, interests).<br />content linked to is often hard: news articles, blog posts, facts, etc.<br />
  9. 9. Tap into the discussion!<br />Real-Time Web Search<br />Use: What are people saying RIGHT NOW about a topic<br />Enable us to monitor buzz around our campaign, brand, etc.<br />
  10. 10. Example Scenario<br />Our organization recently received negative press. We want to get a sense of what people are saying.<br />
  11. 11. Example Scenario<br />We’re doing PR for Taco Bell<br />Its been a few weeks since the beef fiasco.<br />We want to know if people are still concerned over “taco bell beef” situation. So we search daily “taco bell beef”<br />
  12. 12. Real-Time Web<br />You already know the most popular real-time web search<br />What is it?!<br />
  13. 13. Twitter Search<br />
  14. 14. We’ve put this to work already:<br />Hootsuite enables program Twitter Search & keywords to monitor<br />= search for “#Utalk” on<br />
  15. 15. Real-Time Web<br />Beyond Twitter:<br />AddictoMatic – indexes latest results from many sources<br />SocialMention – indexes blogs, images, microblogs, news, events, etc.<br />
  16. 16. Summary<br />Real-time web search enables us to monitor what people are saying online about a topic/issue/etc.<br />Twitter is 1 of many real-time web searches<br />Adding other real-time web searches broadens our ability to monitor web<br />Blogs, photos, etc.<br />
  17. 17. Therefore: Monitoring Station<br />Strengthen monitoring station by adding real-time web searches<br />Photo: eyesore9<br />
  18. 18. Digging Deeper:Monitoring trends in social data<br />Trends & Stats<br />
  19. 19. Review: Tools<br />Some are social media platforms that can be turned into powerful tools<br />Some are specifically designed tools<br />Focus<br />
  20. 20. Trending<br />Data on an issue, subject or event over a period of time<br />Looking at social data across time can uncover trends, or patterns of behavior<br />These trends can inform decision making<br />
  21. 21. Simple Example<br />Donald Trump announces not running for Prez, Twitterverse reacts<br />
  22. 22. Uses<br />There are so many, some include:<br />Research long term trends of usage of keywords.<br />Compare and contrast performance of different keywords.<br />E.g., brand names<br />Segment search data by geographic regions (country, state, city).<br />Identify search keywords that are most important in any industry<br />
  23. 23. 3 Types of Tools<br />Twitter Trends<br />Search Trends<br />Blog Trends<br />
  24. 24. 1) Twitter Trends<br />There are many, but 2 useful tools:<br />Archivist<br />trendistic<br />
  25. 25. 1) Twitter Trends<br />If you have access to Twitter right now – log in and Tweet the following:<br />#comm350R<br />
  26. 26. Archivist<br />Url:<br />What is it:“a service that lets you search Twitter for Tweets. Then you can create an archive, analyze, export and share the tweets.” <br />Use: See useful data trends about Twitter activity of your search<br />
  27. 27. 1) Twitter Trends<br />Let’s take a look @ who tweeted:<br />#comm3530<br />Search Archivist for “#comm3530”<br /><br />
  28. 28. Example Scenario<br />You work for Chrysler and you’ve recently put out an $8 million dollar, Eminem advertisement<br />You want to know how the twittersphere is reacting.<br />Why? <br />You know many people goto Twitter to share info & ideas.<br />So, you can get an easy, free sense of how many people are talking about your brand.<br />
  29. 29. Tweets with “Chrysler” on/after 2-6-11 Superbowl<br />
  30. 30. On the next slide:<br />Notice that we can see keywords that are tweeted along with Chrysler – a powerful thing.<br />Think: How could this information be useful to us, in this scenario?<br />
  31. 31. Words Tweeted along w/ Chrysler<br />
  32. 32. Trendistic<br /><br />What is it: “a visualization of what is popular and what is not among Twitter users, and how certain events are reflected or even predicted by the microblogosphere.” – trendistic help page<br />Use: visualize Twitter trends over time & compare keywords<br />E.g., “baseball” versus “lacrosse”<br />
  33. 33. Months later….<br />Chrysler less talked about on Twitter than Ford<br />May 17, 2011: Searched Trendistic: “Chrysler, Ford”<br />
  34. 34. 2) Blog Trends<br />Similar to Twitter trends, except:<br />Allow us to see most popular topics people are blogging about<br />Why valuable?<br />Bloggers are influential, convo starters. <br />
  35. 35. Blogpulse<br />URL:<br />What is it: Set of tools for blogosphere data<br />Use: A few. But 1 is seeing trends in blogs over time.<br />
  36. 36. Example<br />Buzz on blogosphere when Microsoft acquired Skype<br />
  37. 37. Example Client<br />Search for Chrysler, Ford, Dodge (owned by Chrysler)<br />Note in Feb Chrysler spiked but trailed off while Ford remains strong<br />
  38. 38. 3) Search Trends<br />Google Search Insights<br />Tracks searches (only)<br />Url:<br />
  39. 39. Example Scenario #1<br />Scenario:<br />Your want to demonstrate your Chrysler ad campaign is generating buzz.<br />Notice a spike on Google searches<br />
  40. 40. Example Scenario #2<br />Seasonability<br />When is the best time to launch a campaign?<br />“Personal budget”<br /> Budgeting is much more top of mind around the New Year so maybe a New Year’s resolution based campaign would strike a cord with consumers<br />
  41. 41. Example Scenario #3<br />You want to know what product features people search for the most, when they look for a smart phone.<br />You’ve created a product to rival the iPhone and want to see if you’re gaining traction<br />Let’s search:<br />What are popular smart phones of the day?<br />
  42. 42. How could we use these tools?<br />
  43. 43. The surface…<br />Learn more about archivist:<br /><br />See all Google Insights for Search can do:<br /><br />Additional cool tools!<br />Analyze your tweets: hootsuite statistics<br />Twitscoop: trends on Twitter<br />