How many times have you looked back and thought, ‘If only I’d known x’? We’ve all experienced the power of hindsight, and luckily now businesses can harness that power by analyzing historical social data. In these webinar slides we're exploring the benefits of using historical Twitter data for your business.

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Webinar/
The Power of Hindsight: Using historical data to make better decisions
© 2014 Brandwatch.com
Hosted by Will McInnes
CMO, Brandwatch
@willmcinnes

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Scott Hendrickson
© 2014 Brandwatch.com
Our speakers
Phil Kam
VP, Data & Analytics,
Text100
@MrPhilipKam
Nate Walton
Director of Professional Services,
Brandwatch
@molten_tofu
Data Scientist,
Twitter
@DrSkippy

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© 2014 Brandwatch.com
Coming up
• Presentations
• Panel Discussion: The value of Hindsight
• Q&A

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© 2014 Brandwatch.com
Don’t be shy/
We’d love your participation
• Ask questions in the
session chat
• Tweet about our
discussion
@brandwatch
#brandwatchtips
A download and recording of the webinar
will be made available after the event

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© 2014 Brandwatch.com
Nate Walton,
Brandwatch

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Really big stuff has happened more than once
Things about to get interesting?
© 2014 Brandwatch.com
• Back to 2008 to get more than one US presidential election
• Back to 2008 (again) to get more than one olympics (summer only)
• Can just squeeze in 3 world cups going back to 2006
Fool me once…
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The First Time Second Time Third Time

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It’s (probably) the best picture we have of a
social network’s growth
© 2014 Brandwatch.com
• Even if other big networks have good
historical data, $100 says they have no
great way of mining it
• Twitter is a relatively sparse - every
connection counts for marketing and for
analysis
• From the time before the New York
Times and Lady Gaga – can we figure
out whether to invest in new networks
before "everybody's doing it"?
Conversation about “obama” at 10:30 this morning

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© 2014 Brandwatch.com
New ways of measuring influence
• Track people's contributions across time, and include consistency as a measure of
influence
• Extend our understanding of how current influencers became endemic to the social
network – people whose celebrity is rooted in Twitter vs just an outlet through Twitter

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© 2014 Brandwatch.com
Historical Data
Examples
and Strategies
@drskippy

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© 2014 Brandwatch.com
SXSW 2006-2012
(Top scale 0-4k tweets/hr; bottom scale 0-15k tweets/hr)
• 6 years of growth of Twitter and SXSW
• Main event and summer “panel picker” season
• See more detail at http://drskippy.github.io/netarcs/sxsw_stacked.png

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© 2014 Brandwatch.com
Q & A

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© 2014 Brandwatch.com
Q & A
Interact and zoom at http://drskippy.github.io/netarcs/
Big Boulder Conference 2014
Twitter Interaction Graph vs. Social Graph

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https://www.mapbox.com/labs/twitter-gnip/brands
Interact and zoom at http://drskippy.github.io/netarcs/ © 2014 Brandwatch.com

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© 2014 Brandwatch.com
3 Tips
1. Hypothesize, sample, analyze, visualize—repeat
2. Years of data – take into account changes in volume, language use, product names, etc.
3. Plan analysis strategies
– Mentions & frequency time series
– Natural Language Processing (NLP) – topics and sentiment
– Networks – Interactions and social graph
– Meta data – Images, links, geo-tagging

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© 2014 Brandwatch.com
Panel
Discussion

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© 2014 Brandwatch.com
Q & A

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© 2014 Brandwatch.com
Find out more: brandwatch.com/hindsight
contact@brandwatch.com
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@brandwatch
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