Mining Social Data

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Mining Social Data

  1. 1. Mining Social Data Scott Arenson VP, Dialogue GolinHarris sarenson@golinharris.com 213-438-8842
  2. 2. “Data is the New Oil” - Michael Palmer, 2006 Summerland, California (Santa Barbara County), before 1906
  3. 3. What is information? “Information” can be defined as flows of data created " by and delivered to people. •  In 2008 Americans consumed 1.3 trillion hours of information averaging 12 hours per day" •  Consumption totaled 3.6 zettabytes* of information" How Much Information 2009" •  An average person consumers Report on American Consumers more that 100,000 words and 34 gigabytes of information per Global Information Industry Center day *1 zettabyte = one million gigabytes
  4. 4. “The Knowledge Rush” “Unstructured information represents the largest, most current and fastest growing source of knowledge available to businesses and governments world-wide.” “In these mounds of natural language artifacts often lie the nuggets of knowledge critical for realizing important trends, creating new opportunities, solving problems or preventing disasters.”
  5. 5. Analytics: From Information to Knowledge •  Today – Human analysts sift through oceans of data looking for patterns such as correlations, associations, similarities, and dependencies which are the elements of decisions •  Tomorrow – Web services surface patterns such as correlations, associations, similarities, and dependencies which are the elements of decisions
  6. 6. Why analytics? •  Avis analyzed history of 'clicks' on an e-mail and transactional behavior of 880,000 customers •  Created a segmented customer loyalty database –  Communicate their “3 minute” promise –  Offer male 25 – 35 year-olds a convertible during summer months •  Delivered tailor content to 18 million email offers to 880,000 customers •  Avis cut marketing expenses by 50% and increased sales
  7. 7. Defining social data
  8. 8. Essential future skills •  Skill #1: Statistics “The sexy job in the next ten years will be (Studying) statisticians… The ability to take data—to •  Skill #2: Data be able to understand it, to process it, to Munging (Suffering) extract value from it, to visualize it, to •  Skill #3: communicate it—that’s going to be a hugely Visualization important skill.” - Hal Varian, Google (Storytelling)  Chief Economist
  9. 9. Where do I start? •  Define goals and objectives •  Select measures and metrics   •  Target data sources •  Leverage social analytics methods •  Deliver the insights Give me a place to stand on, and I will move the Earth. - Archimedes and storytelling
  10. 10. Goals and objectives •  Understand clients marketing and communications goals and objectives •  Top down or bottom up approach? –  Solving for X –  Gathering market data for insights
  11. 11. Select measures and metrics •  Volume •  Topics •  Type •  Reach •  Sentiment •  Opinion •  Influence
  12. 12. Target data sources •  Google –  Blog search –  Trends –  News –  Maps •  Twitter search •  Technorati •  YouTube •  Wikipedia •  Flickr •  Foursquare •  LinkedData.org •  Data.gov
  13. 13. Leverage social analytics methods and tools
  14. 14. Social media monitoring tools
  15. 15. Social Network Analysis
  16. 16. MentionMap
  17. 17. NodeXL
  18. 18. Deliver the insights •  Dashboards •  Reports and memos •  Spreadsheets •  Data widgets& gadgets •  Rich Infographics
  19. 19. Dashboards, memos & spreadsheets
  20. 20. Data widgets & gadgets  
  21. 21. Infographic core components •  Visual –  Color coding –  Graphics –  Reference icons •  Content –  Time Frames –  Statistics –  References •  Knowledge –  Facts –  Deductions

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