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Networked Audiences: what we learn from data                          #IPZ2012        Gilad Lotan - @gilgul - gilad@social...
Attention is the Bottleneck                              Flickr: mangpages
Information Flows through People                                   Alex Dragulescu
$ = f(Channel, Demographics, Time, …)                                        Flickr: sharynmorrow
$=f(Topic, Network, Timing, Influence, Trust, “engagement” …)
Daily Routines
Geographic Distribution           USA                 Germany   Indonesia
Data Reflects Us
Identifying Spikes49ers: 36, Saints: 32
Typical Sports Event                         Game ends!49ers        Game starts
TV ShowSocial Movement             Awards                            Ceremony
#OWS
#gayrights, #lgbt, #jesus,                          #palestine, #OWS, #immigration,#flipflop, #jobs, #economy             ...
Invisible AudiencesFlickr: left-hand
Difference between Audiences     Al-Jazeera                Fox News
Audience Activity@Pepsi@AP                      Pepsi Promotion@AJEnglish                                  Whitney Houston...
#Kony2012
Birmingham, AL     Noblesville, INOklahoma City            Pittsburgh   Engelwood, Dayton, OH
Information Flows
Gaining Your Network’sTrust
The Right Network
Know your audience      What type of people follow you, how they’re connected, where in the world theyare      Alignment b...
Thank YouGilad Lotan | @gilgul   gilad@socialflow.com
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012
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Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012

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At a time when attention is a scarce commodity, true power lies in understanding how information flows within networked audiences. It is no longer possible to demand one's attention, or even expect it at a certain point in time. For a message to spread, it must be picked out from overflowing streams of updates, photos and links, and chosen to be reposted by each individual. The networked nature of social media may give some messages an overwhelming boost in popularity, but in most cases they fade as fast as they were created. It is imperative that we use available data to better model, track and gain insight about our audiences in order to make the best decision at any given time.

Networked Audiences: what we learn from data / Gilad Lotan / IPZ2012

  1. 1. Networked Audiences: what we learn from data #IPZ2012 Gilad Lotan - @gilgul - gilad@socialflow.com
  2. 2. Attention is the Bottleneck Flickr: mangpages
  3. 3. Information Flows through People Alex Dragulescu
  4. 4. $ = f(Channel, Demographics, Time, …) Flickr: sharynmorrow
  5. 5. $=f(Topic, Network, Timing, Influence, Trust, “engagement” …)
  6. 6. Daily Routines
  7. 7. Geographic Distribution USA Germany Indonesia
  8. 8. Data Reflects Us
  9. 9. Identifying Spikes49ers: 36, Saints: 32
  10. 10. Typical Sports Event Game ends!49ers Game starts
  11. 11. TV ShowSocial Movement Awards Ceremony
  12. 12. #OWS
  13. 13. #gayrights, #lgbt, #jesus, #palestine, #OWS, #immigration,#flipflop, #jobs, #economy #abortion #republican, #dems, #economics, #amnesty
  14. 14. Invisible AudiencesFlickr: left-hand
  15. 15. Difference between Audiences Al-Jazeera Fox News
  16. 16. Audience Activity@Pepsi@AP Pepsi Promotion@AJEnglish Whitney Houston’s Tragic Death Announced
  17. 17. #Kony2012
  18. 18. Birmingham, AL Noblesville, INOklahoma City Pittsburgh Engelwood, Dayton, OH
  19. 19. Information Flows
  20. 20. Gaining Your Network’sTrust
  21. 21. The Right Network
  22. 22. Know your audience What type of people follow you, how they’re connected, where in the world theyare Alignment between content and audience No to vanity metrics more followers doesn’t necessarily mean more engagement Realtime Information be aware of the constantly changing conversation Bridges vs. “Influencers” just because we’re connected doesn’t mean information will flow Building up the Right Network trust, resonance, interest Not necessarily about being First
  23. 23. Thank YouGilad Lotan | @gilgul gilad@socialflow.com

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