The document provides an overview of a social media data mapping of the Singapore leisure blogosphere. It identifies 9 interest clusters within the mapping, including food lovers, media sites, entertainment & malls, and lifestyle sites. The mapping analyzed key metrics like interest clusters, site type, update frequency, Facebook strength, and mutual links to understand how Singapore talks about leisure online. The document aims to help social media strategists better understand the conversation around leisure within the Singapore blogosphere.
Asian Retail Social Media - Biggest Malls Social Media StatisticsClement Wong
This slideshare is a snapshot of how the top 10 of the largest malls in South East Asia measure up in terms of their social media presence on Facebook fans, engagement, and other platforms.
It answers three questions:
1) how many fans?
2) how engaged?
3) how social?
It also touches briefly on how their growth strategy might hinder their social media strategy.
Social Media Case Study for Shopping Malls - Ambience Mall's 'Winterlicious' ...Togglehead
Brand Name: Ambience Mall, Gurgaon
Agency Name: Togglehead
Objectives:
- To promote and increase awareness about in-mall winter events at Ambience Mall, Gurgaon.
- To increase Twitter followers and promote engagement with them.
- To increase fan base and engagement on Facebook.
Execution:
A campaign mascot, using his clothing and props as the theme of the week, was displayed as per the events taking place at the mall. In-Mall event promotions for social media promotions took place for 4 days, which included – Posts, Tweets and Contests. The cover photo was changed every week with the theme and the logo of the event.
Facebook Content Planks
-Event Promotion
-Interaction
-Contest Promotion
-Current Affairs
-Special Days
Twitter Contests:
#HelloWinter
#FashionFreaks
#ChocoFest
#MyNewYearResolution
Results:
- 1500 Mentions on Twitter
- Facebook fan growth increased by 59%
- #ChocoFest trended 3rd in India
Integrating Digital Media Effectively into Shopping Malls Xie Qing
With a surge of online shopping, what place does shopping mall have in the modern age? How do shopping malls effectively utilize digital and social media to bring customers an experience that is unavailable online?
Clive Woodger & Anna Poberezhna spoke @ workshop "Shopping Centre Challenges in Crisis Times – Factors for Success"
Kyiv, June 2015.
Organised by Ukrainian Building Community, SCG International and DTZ Ukraine.
In this presentation, Digital Marketing Strategist Amberly Rundell reviewls the top 53 social media marketing tips for malls as well as a few of her favorite tools she uses for her clients on a daily basis.
In this presentation, she covers way to optimize your profiles, creative contest ideas, tips to get more engagement online, how to grow your followers, creative content ideas and more!
To learn how you can get a custom social media strategy plan for your shopping mall or retail store, visit us online at www.mannixmarketing.com or give us a call today at (518)743-9424.
This document provides information on developing an ICT project for social change, including planning, developing, releasing, promoting and maintaining a website or social media page. It discusses the key steps and components of an ICT project, including planning tasks, development activities, release and promotion strategies, and maintenance responsibilities. It also outlines 12 common behaviors exhibited by social media users and how understanding different personalities can help manage social media engagement. Key aspects covered include creating a concept paper, site map, budget, and contact details to pitch a project for funding.
Asian Retail Social Media - Biggest Malls Social Media StatisticsClement Wong
This slideshare is a snapshot of how the top 10 of the largest malls in South East Asia measure up in terms of their social media presence on Facebook fans, engagement, and other platforms.
It answers three questions:
1) how many fans?
2) how engaged?
3) how social?
It also touches briefly on how their growth strategy might hinder their social media strategy.
Social Media Case Study for Shopping Malls - Ambience Mall's 'Winterlicious' ...Togglehead
Brand Name: Ambience Mall, Gurgaon
Agency Name: Togglehead
Objectives:
- To promote and increase awareness about in-mall winter events at Ambience Mall, Gurgaon.
- To increase Twitter followers and promote engagement with them.
- To increase fan base and engagement on Facebook.
Execution:
A campaign mascot, using his clothing and props as the theme of the week, was displayed as per the events taking place at the mall. In-Mall event promotions for social media promotions took place for 4 days, which included – Posts, Tweets and Contests. The cover photo was changed every week with the theme and the logo of the event.
Facebook Content Planks
-Event Promotion
-Interaction
-Contest Promotion
-Current Affairs
-Special Days
Twitter Contests:
#HelloWinter
#FashionFreaks
#ChocoFest
#MyNewYearResolution
Results:
- 1500 Mentions on Twitter
- Facebook fan growth increased by 59%
- #ChocoFest trended 3rd in India
Integrating Digital Media Effectively into Shopping Malls Xie Qing
With a surge of online shopping, what place does shopping mall have in the modern age? How do shopping malls effectively utilize digital and social media to bring customers an experience that is unavailable online?
Clive Woodger & Anna Poberezhna spoke @ workshop "Shopping Centre Challenges in Crisis Times – Factors for Success"
Kyiv, June 2015.
Organised by Ukrainian Building Community, SCG International and DTZ Ukraine.
In this presentation, Digital Marketing Strategist Amberly Rundell reviewls the top 53 social media marketing tips for malls as well as a few of her favorite tools she uses for her clients on a daily basis.
In this presentation, she covers way to optimize your profiles, creative contest ideas, tips to get more engagement online, how to grow your followers, creative content ideas and more!
To learn how you can get a custom social media strategy plan for your shopping mall or retail store, visit us online at www.mannixmarketing.com or give us a call today at (518)743-9424.
This document provides information on developing an ICT project for social change, including planning, developing, releasing, promoting and maintaining a website or social media page. It discusses the key steps and components of an ICT project, including planning tasks, development activities, release and promotion strategies, and maintenance responsibilities. It also outlines 12 common behaviors exhibited by social media users and how understanding different personalities can help manage social media engagement. Key aspects covered include creating a concept paper, site map, budget, and contact details to pitch a project for funding.
This document provides guidance for teachers on planning effective lessons using the 2015 Virginia History and Social Science Standards of Learning. It suggests teachers consider what students need to know, do, and experience during the lesson to maximize understanding. Examples are given of lesson experiences that engage students in higher-level thinking and help them make connections. The document also discusses using maps, charts and other tools to help students analyze geographic and historical concepts.
Engaging students in practical authentic learning situations using social net...Edu Nile
Engaging students in practical authentic learning situations using social networks in ESL contexts. A presentation at the TESOL in Qatar conference October 2011.
This document provides an overview of Module 1 of the BAPP Arts course, which focuses on professional communication. It discusses key topics like professional profiles, communication technologies, and reflective practice. Students are asked to consider how they currently communicate as arts professionals and how ideas from the readings could help them evaluate their practice. They are also invited to contribute their own research on the future of the web to be included in future versions of the course reader. The document outlines various discussion points from past class sessions around topics like using social media, balancing personal and professional online identities, and applying theories of connectivism and collective intelligence to their work.
Social media in 2011 - MD Hub presentationRoss Breadmore
This document provides an overview of social media in 2011, including examples, themes, and practical tips. It discusses the growth of popular social media platforms from 2010 to 2011. It also outlines the 1/9/90 rule for participant engagement on social media and how to identify the best social media platform based on assessing audience, objectives, strategy, and technology. The document encourages applying social media to address business challenges and connecting owned, bought, and earned online spaces.
1) The document discusses emerging trends in social media in 2011, including the proliferation of smartphones and mobile apps, the fragmentation of the web across different devices, and the potential for location-based marketing.
2) It introduces Sprinklr, a social media management platform that helps large companies learn about, publish to, and engage with diverse social media audiences across channels.
3) Sprinklr provides reporting, analytics, content monitoring and other tools to improve social media productivity and measure engagement.
Social media uses web-based technologies to facilitate interactive dialogue and the co-creation of value through social interaction. It allows for inexpensive and accessible publication of information by private individuals. In contrast to traditional media, social media is decentralized, less hierarchical, and allows for instantaneous publication and response.
Different social media platforms emphasize different combinations of functional building blocks like identity, conversations, sharing, relationships and groups. For example, LinkedIn focuses on identity, reputation and relationships while YouTube's primary functions are sharing, conversations, groups and reputation.
Facebook has become hugely influential due to its massive user base of over 900 million people. It dominates other social networks and accounts for a significant amount of time spent online by users.
The document summarizes a presentation on APAN's implementation of automated geographic tagging of social media content. Key points:
1) APAN tags place names found in social media like blogs, forums and media galleries with geographic coordinates so content can be searched and mapped.
2) This allows maps to display locations mentioned in social media and improves search with a geographic facet. Users can edit tags.
3) The implementation demonstrates interoperability between APAN and a system for geographic text searching and referencing.
Geography and the Media: Strengthening the RelationshipBarry Wellar
Invited symposium paper discusses how geographers can be more successful in having their work receive the attention of the media, and how the media can better inform geographers about interacting with the media, and how the media can better use geographic materials in media stories.
Presentation delivered to faculty and staff outlining the state of social media for the university and guidelines for improving their social media efforts.
Social Media Applications' Impact on Travel Managementkatekoziol
Here are a few key things to consider when developing an app in-house:
- Determine the purpose and desired functionality of the app upfront. Clearly define requirements.
- Assemble a cross-functional team to work on the app including representatives from IT, communications, legal and the business units that will use the app.
- Research platforms like iOS, Android or mobile web and choose the one that best fits your needs and resources.
- Create prototypes and get user feedback early in the design process. Iterate based on feedback.
- Develop the app in phases, starting with core functionality first before adding extras.
- Plan for ongoing maintenance, support and updates after launch. Budget for the long term.
This document provides an overview of tasks and resources for Module 1 of the BAPP Arts course. It discusses professional communication technologies and ethical considerations. It outlines the tasks for Part 1, including creating a professional profile, using professional communication technologies, and working with audio-visual and 2D images. It encourages students to blog about their work and thinking. It summarizes three main ideas from Reader 1 on architectures of participation, remixable data, and harnessing collective intelligence. It provides discussion points about professionalism, communication, and the changing nature of the web. Students are invited to contribute their own research on the future of the web to future versions of Reader 1.
Social media tools are enabling more collaboration and sharing of ideas outside traditional structures. This "amateur innovation" allows anyone to share expertise. In schools, social media is being used to market the school, share student work, give reminders and praise, and update families during trips. While social media has benefits for learning, there are also risks like privacy issues, inappropriate content, and cyberbullying. Schools must consider policies around vetting comments, privacy settings, and legal liability when using social media.
Presentation for Power on your career by listening to industry experts at Microsoft Sri Lanka - YouthSpark Live 2016.
Via: https://www.facebook.com/MicrosoftSL/photos/gm.1794889820798558/1498147356865636/
The document discusses the history and key aspects of computer-assisted language learning (CALL) through different theoretical frameworks: structural, cognitive, and sociocognitive.
- The structural framework views language learning as habit formation through repetition and feedback from computers. Computers provide drills and tutorials.
- The cognitive framework sees language learning as developing understanding through innate cognitive processes operating on input. Computers provide analytic and inferential tasks.
- The sociocognitive framework views language as learned through social interaction. Computers provide contexts for interaction and access to discourse communities.
Gary Shochat - PAU Education - Web Strategy and Communication Action Plan for...Web2LLP
This document discusses strategies for establishing an online presence and communication plan for an LLP project, including:
1. Launching a social media presence before a website to build an audience more quickly, but only after establishing a communication action plan.
2. Blending social media and websites by mixing and finding synergies between different platforms to keep them engaged.
3. Considering which social tools and channels like LinkedIn, blogs, Twitter, Facebook, and videos are best for different objectives like discussions, dissemination, interactions, and visual sharing.
4. Integrating websites and social media through tactics like establishing an online presence, listening to audiences, curating and publishing content, promoting content, and measuring engagement
The document outlines an English project for 6th grade students on the topic of what is a city. Students will work in groups to research a selected city and create a brochure promoting tourism to that city, addressing what attracts tourists, differences from rural areas, important landmarks, and transportation. The project provides objectives, sessions, assessment criteria, and instructions to guide students through the process.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
More Related Content
Similar to A mapping of the Singapore leisure blogosphere
This document provides guidance for teachers on planning effective lessons using the 2015 Virginia History and Social Science Standards of Learning. It suggests teachers consider what students need to know, do, and experience during the lesson to maximize understanding. Examples are given of lesson experiences that engage students in higher-level thinking and help them make connections. The document also discusses using maps, charts and other tools to help students analyze geographic and historical concepts.
Engaging students in practical authentic learning situations using social net...Edu Nile
Engaging students in practical authentic learning situations using social networks in ESL contexts. A presentation at the TESOL in Qatar conference October 2011.
This document provides an overview of Module 1 of the BAPP Arts course, which focuses on professional communication. It discusses key topics like professional profiles, communication technologies, and reflective practice. Students are asked to consider how they currently communicate as arts professionals and how ideas from the readings could help them evaluate their practice. They are also invited to contribute their own research on the future of the web to be included in future versions of the course reader. The document outlines various discussion points from past class sessions around topics like using social media, balancing personal and professional online identities, and applying theories of connectivism and collective intelligence to their work.
Social media in 2011 - MD Hub presentationRoss Breadmore
This document provides an overview of social media in 2011, including examples, themes, and practical tips. It discusses the growth of popular social media platforms from 2010 to 2011. It also outlines the 1/9/90 rule for participant engagement on social media and how to identify the best social media platform based on assessing audience, objectives, strategy, and technology. The document encourages applying social media to address business challenges and connecting owned, bought, and earned online spaces.
1) The document discusses emerging trends in social media in 2011, including the proliferation of smartphones and mobile apps, the fragmentation of the web across different devices, and the potential for location-based marketing.
2) It introduces Sprinklr, a social media management platform that helps large companies learn about, publish to, and engage with diverse social media audiences across channels.
3) Sprinklr provides reporting, analytics, content monitoring and other tools to improve social media productivity and measure engagement.
Social media uses web-based technologies to facilitate interactive dialogue and the co-creation of value through social interaction. It allows for inexpensive and accessible publication of information by private individuals. In contrast to traditional media, social media is decentralized, less hierarchical, and allows for instantaneous publication and response.
Different social media platforms emphasize different combinations of functional building blocks like identity, conversations, sharing, relationships and groups. For example, LinkedIn focuses on identity, reputation and relationships while YouTube's primary functions are sharing, conversations, groups and reputation.
Facebook has become hugely influential due to its massive user base of over 900 million people. It dominates other social networks and accounts for a significant amount of time spent online by users.
The document summarizes a presentation on APAN's implementation of automated geographic tagging of social media content. Key points:
1) APAN tags place names found in social media like blogs, forums and media galleries with geographic coordinates so content can be searched and mapped.
2) This allows maps to display locations mentioned in social media and improves search with a geographic facet. Users can edit tags.
3) The implementation demonstrates interoperability between APAN and a system for geographic text searching and referencing.
Geography and the Media: Strengthening the RelationshipBarry Wellar
Invited symposium paper discusses how geographers can be more successful in having their work receive the attention of the media, and how the media can better inform geographers about interacting with the media, and how the media can better use geographic materials in media stories.
Presentation delivered to faculty and staff outlining the state of social media for the university and guidelines for improving their social media efforts.
Social Media Applications' Impact on Travel Managementkatekoziol
Here are a few key things to consider when developing an app in-house:
- Determine the purpose and desired functionality of the app upfront. Clearly define requirements.
- Assemble a cross-functional team to work on the app including representatives from IT, communications, legal and the business units that will use the app.
- Research platforms like iOS, Android or mobile web and choose the one that best fits your needs and resources.
- Create prototypes and get user feedback early in the design process. Iterate based on feedback.
- Develop the app in phases, starting with core functionality first before adding extras.
- Plan for ongoing maintenance, support and updates after launch. Budget for the long term.
This document provides an overview of tasks and resources for Module 1 of the BAPP Arts course. It discusses professional communication technologies and ethical considerations. It outlines the tasks for Part 1, including creating a professional profile, using professional communication technologies, and working with audio-visual and 2D images. It encourages students to blog about their work and thinking. It summarizes three main ideas from Reader 1 on architectures of participation, remixable data, and harnessing collective intelligence. It provides discussion points about professionalism, communication, and the changing nature of the web. Students are invited to contribute their own research on the future of the web to future versions of Reader 1.
Social media tools are enabling more collaboration and sharing of ideas outside traditional structures. This "amateur innovation" allows anyone to share expertise. In schools, social media is being used to market the school, share student work, give reminders and praise, and update families during trips. While social media has benefits for learning, there are also risks like privacy issues, inappropriate content, and cyberbullying. Schools must consider policies around vetting comments, privacy settings, and legal liability when using social media.
Presentation for Power on your career by listening to industry experts at Microsoft Sri Lanka - YouthSpark Live 2016.
Via: https://www.facebook.com/MicrosoftSL/photos/gm.1794889820798558/1498147356865636/
The document discusses the history and key aspects of computer-assisted language learning (CALL) through different theoretical frameworks: structural, cognitive, and sociocognitive.
- The structural framework views language learning as habit formation through repetition and feedback from computers. Computers provide drills and tutorials.
- The cognitive framework sees language learning as developing understanding through innate cognitive processes operating on input. Computers provide analytic and inferential tasks.
- The sociocognitive framework views language as learned through social interaction. Computers provide contexts for interaction and access to discourse communities.
Gary Shochat - PAU Education - Web Strategy and Communication Action Plan for...Web2LLP
This document discusses strategies for establishing an online presence and communication plan for an LLP project, including:
1. Launching a social media presence before a website to build an audience more quickly, but only after establishing a communication action plan.
2. Blending social media and websites by mixing and finding synergies between different platforms to keep them engaged.
3. Considering which social tools and channels like LinkedIn, blogs, Twitter, Facebook, and videos are best for different objectives like discussions, dissemination, interactions, and visual sharing.
4. Integrating websites and social media through tactics like establishing an online presence, listening to audiences, curating and publishing content, promoting content, and measuring engagement
The document outlines an English project for 6th grade students on the topic of what is a city. Students will work in groups to research a selected city and create a brochure promoting tourism to that city, addressing what attracts tourists, differences from rural areas, important landmarks, and transportation. The project provides objectives, sessions, assessment criteria, and instructions to guide students through the process.
Similar to A mapping of the Singapore leisure blogosphere (20)
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
2. TABLE OF CONTENTS
SOMMAIRE
1 The ABC of social media data-mapping
a. What is a social media data-mapping ?
b. Is a social media data-mapping useful ?
c. How do you do this social media data-mapping ?
d. What is the scope of this mapping ?
e. Reading a map
2 Overview : How does Singapore talk about leisure ?
a. Interest clusters : key findings
b. Site type : key findings
c. Update frequency : key findings
d. Facebook strength : key findings
e. Mutual links: key findings
3 A glance at the various interest clusters of the leisure conversation
a. The 9 interest clusters of the Singapore leisure blogosphere
b. Food lovers : real people connected and interacting
c. Media sites : at the heart of bloggers competition
d. Entertainment & Malls : the missing stars of the mapping
e. Lifestyle sites : there’s room for new entrants
22/06/12 2
3. 1
1.a
Why a Mapping of the Singapore leisure blogosphere
When I came to Singapore in February as « CanMan », aka the guy trying to survive just with a mobile phone and social media, I
was already considering moving from Old Europe. To see what’s about this Asia we talk a lot but see little. As a social media
director in Paris, France, I was also hit by the (relatively) young « field » of digital PR and social media in Singapore.
I also had the opportunity, thanks the people I met, to know a bit more about what were the Singaporean fond about. Food,
obviously, is an important part of their lives (and I feel just the same !). Luxury, also, was a very S’porean pleasure. They have the
spending power. They have the malls. They have the brands. They have the bloggers and specialized press. But where can you
find all of this ecosystem shown and its structure ? That’s what I wanted to know when building this mapping of the Singaporean
« pleasure » blogs
22/06/12 Mapping of the Singapore Leisure Blogosphere 3
4. 1
1.a
In a nutshell
An overview of how the conversation about leisure is happening within the Singaporean blogosphere
An open-source methodology to make mappings useful for many social media strategies (community management, digital PR,
crisis management)
A few recommendations for a selection of actors of the conversation
A creative way to try find a job in the social media industry in Singapore
About Martin Pasquier
28 y.o, living and working for 4 years in a corporate social media agency in Paris, France
My 3 key achievements in the industry
Buzzmarketing hit with 200K+ interactions on Facebook and Twitter (food industry)
Consulting on global social media strategy for a 35b$ company (civil engineering industry)
Having a minor French Internet Service Provider become #1 of industry on Twitter thanks social CRM (IT industry)
Living on social media alone one week in Singapore during the Social Media Week, February 2012
Marathon runner, road-tripper, organic food extremist
22/06/12 Mapping of the Singapore Leisure Blogosphere 4
5. 1
MAPPING OF THE SINGAPORE LEISURE BLOGOSPHERE
The ABC of social media
data-mapping
a. What is a social media data-mapping ?
b. Is a social media data-mapping useful ?
c. How do you do this social media data-mapping ?
d. What is the scope of this mapping ?
e. Reading a map
5
6. 1 THE ABC OF SOCIAL MEDIA DATA-MAPPING
1.a What is a social media data-mapping ?
What is a social media data-mapping ?
It is :
• A tool to better understand the context
of a social media strategy
• An analysis of an issue, or an interest,
through the eyes of the opinion leaders
who discuss it
• An aesthetic and technologic item your
customer will put in his office
It is not :
• An automated result made by a robot,
a mapping and its report takes one week
by a senior consultant
• A lone-star item : most people will need
a consultant to read and understand the
mapping
22/06/12 Mapping of the Singapore Leisure Blogosphere 6
7. 1 THE ABC OF SOCIAL MEDIA DATA-MAPPING
1.b Is a social media data-mapping useful ?
Is a social media data-mapping useful ?
YES, if :
• You want to know how is shaped a
conversation on a given issue on social
media (monitoring)
• You want to get in touch with opinion
leaders on this issue (digital PR)
• You’re curious about the social
dynamics that make a conversation
spread over social media (crisis
management)
• You’re about to launch a website and
want to know who’s on the field to better
fix content production and promotion
• You’re a big fan of data-visualization,
the open-source way
22/06/12 Mapping of the Singapore Leisure Blogosphere 7
8. 1 THE ABC OF SOCIAL MEDIA DATA-MAPPING
1.c The building of the data-mapping
The building of the data-mapping
• A manual selection of leading sites on a
given issue, based on quantitative and
qualitative data
• A semi-automatic crawl to gather links
and friendly sites of the first selection
• A manual check and tagging of every
relevant site
• An analysis (this report) made to
understand the conversation and
propose recommendations
• Done with two open-source tools :
Navicrawler and Gephi
22/06/12 Mapping of the Singapore Leisure Blogosphere 8
9. 1 THE ABC OF SOCIAL MEDIA DATA-MAPPING
1.d What is the scope of this mapping ?
What is the scope of this mapping ?
• This mapping covers every major “site”,
including : corporate websites, media or
press website, blogs, forums, e-
commerce sites, webtvs…
• This mapping does not include :
Facebook groups or pages or profiles,
Twitter accounts (not the same URL
structure)
• Facebook and Twitter being mainly
transmitters of an info existing on a
“traditional” website, the mapping is still
relevant to know more about the
conversation on a given issue
22/06/12 Mapping of the Singapore Leisure Blogosphere 9
10. 1 THE ABC OF SOCIAL MEDIA DATA-MAPPING
1.e Reading a map
Reading a map :
the dots (sites)
One colour, one interest cluster (food, fashion …)
Little dot is not influential, Big dot is influential WITHIN
the corpus of sites of this mapping
22/06/12 Mapping of the Singapore Leisure Blogosphere 10
11. 1 THE ABC OF SOCIAL MEDIA DATA-MAPPING
1.e Reading a map
Reading a map :
the edges (links)
Pink has a (curved) link directed to purple
Red an purple share (straight) mutual links
22/06/12 Mapping of the Singapore Leisure Blogosphere 11
12. 1 THE ABC OF SOCIAL MEDIA DATA-MAPPING
1.e Reading a map
Reading a map : center and borders
A site on the border has many degrees of separation A site in the center has few degrees of separation
with the rest of the corpus with the rest of the corpus
22/06/12 Mapping of the Singapore Leisure Blogosphere 12
13. 1 THE ABC OF SOCIAL MEDIA DATA-MAPPING
1.e Reading a map
Reading a map :
the labels
Each dot is a site, the label is the URL
For enhanced readability, use A0/A1 print or .pdf to allow zooming
22/06/12 Mapping of the Singapore Leisure Blogosphere 13
14. 2
MAPPING OF THE SINGAPORE LEISURE BLOGOSPHERE
Overview : How does
Singapore talk about
leisure ?
a. Interest clusters: key findings
b. Site type : key findings
c. Update frequency : key findings
d. Facebook strength : key findings
e. Mutual links: key findings
14
15. The Singapore leisure
blogosphere, June 2012
View : interest clusters
Food (23,18%)
Lifestyle (21,82%)
Fashion (15,45%)
Entertainment & Malls (11,82%)
Media & Blogging pros (7,73%)
Beauty (6,82%)
Art & Design (5,45%)
Travel (5%)
Photo (2,73%)
22/06/12 Mapping of the Singapore Leisure Blogosphere 15
16. 2 OVERVIEW : HOW DOES SINGAPORE TALK ABOUT LEISURE ?
2.a Interest clusters: key findings
Interest clusters: key findings
Two areas clearly appear on the mapping
A very “social” blogosphere on the right, with blogs, links, and different issues addressed (Food, Fashion, etc)
A “closed shop” of malls, at the bottom left, with the main malls of Singapore; they’re linked together but don’t provide any
content nor links to blogs
One clear “leader” appears, SGBLogsAwards.omy.sg (and its blog : blog.omy.sg)
It reveals the inner competition for visibility among the Singaporean blogosphere. Most blogs are professional, meaning
they can earn money with this. Being the annual “Lifestyle blog”, for instance, confirms this status, and allows enhanced
visibility for the coming year
If SGBlogAwards is so influential, it’s also because ALL interest clusters are taking part in this competition.
Among the different interest clusters, again, a clear division between
The food blogosphere, very tight, with many mutual links, and similar content and frequency
Other blogospheres don’t make such sticky clusters. Lifestyle blogs, because they cover a wide range of issues, are
typically spread over a wide area, without any close links (like bees flying over a field of flowers)
As regards the leisure conversation, our hypothesis that Food played a big role in Singapore life is confirmed
Every issue has been crawled with the same level of details : there are more food blogs, and they are more linking one to
another
22/06/12 Mapping of the Singapore Leisure Blogosphere 16
17. The Singapore leisure
blogosphere, June 2012
View : site type
Blogs (58,64%)
Websites (34,09%)
E-Commerce (5%)
Media (2,27%)
22/06/12 Mapping of the Singapore Leisure Blogosphere 17
18. 2 OVERVIEW : HOW DOES SINGAPORE TALK ABOUT LEISURE ?
2.b Site type : key findings
Site type : key findings
Two main types of sites coexist in this mapping, in a traditional ratio for any given issue
A solid majority of blogs, defined as such for being platforms where anyone can post a comment. They update frequently
their contents and interact a lot with other blogs and sites. Two categories of blogs coexist :
Personal blogs, with a known author, expert or fan of his thematic. The Food cluster is made as such blogs
Collective blogs, or webzines, look almost like traditional media websites, with the possibility to comment, and a
content designed to be “social” : rich-media, embeddable contents
A third of “websites” understood as corporate or traditional media sites. They post less (except for media), are less open to
comments or interactions, and are rarely netlinking to other sites and blogs
The websites of Singapore main malls are typical of this “non-social” posture, on the left of the mapping. They’re only
linked to each other, and don’t have any content or any links with the blogosphere, where the conversation takes
place…. without them.
A second cluster, similar to malls, is located at the bottom of the mapping, and consists of the 5 sites of the WRS and
the Zoo. We’ll see how they, in particular, could do much better as they’re very active on Facebook
The rest is split between two types of sites
E-Commerce sites where you can buy products, such as Etsy, who can be linked to specific bloggers (crafters)
Media websites, who remain well connected for they provide quality content that anyone can quote
22/06/12 Mapping of the Singapore Leisure Blogosphere 18
19. The Singapore leisure
blogosphere, June 2012
View «Update frequency »
Daily updates (40,91%)
Weekly updates (40%)
Monthly updates (19,09%)
22/06/12 Mapping of the Singapore Leisure Blogosphere 19
20. 2 OVERVIEW : HOW DOES SINGAPORE TALK ABOUT LEISURE ?
2.c Update frequency : key findings
Update frequency : key findings
Every site of the mapping has been tagged depending on its update frequency, with three levels
Daily updates, or so : almost all of the blogs have new posts everyday. A good way to check this is to cross the two previous
mappings. Blogs and Daily updates are on the same location. The only “websites” that publish as much are in the Media
cluster
Weekly updates, or so : part of the blogs, especially in the Food cluster. This can be understood easily : Food blog post very
long posts, with many pictures, and one can guess their host don’t go to a restaurant for every meal.
Monthly updates, or so : most of the corporate websites fall into this category, as they are not designed to be updated
frequently. The information here can be qualified as “static”, and a few updates a year allow the host (a brand) to keep
the website alive…. but not social !
Again, the websites of Singapore malls, on the left, are heavily static, and cannot attract bloggers and social media which are
used to a frequent content production. Their remoteness is due to this lack of content production and of links.
22/06/12 Mapping of the Singapore Leisure Blogosphere 20
21. The Singapore leisure
blogosphere, June 2012
View « Facebook Strenght »
No page or page < 1000 fans (52,27%)
Page between 1001 and 10000 fans (26,82%)
Page above 10001 fans (20,45%)
22/06/12 Mapping of the Singapore Leisure Blogosphere 21
22. 2 OVERVIEW : HOW DOES SINGAPORE TALK ABOUT LEISURE ?
2.d Facebook strength : key findings
Facebook strength : key findings
As specified in the introduction of this report, this kind of mapping doesn’t allow to put Facebook groups or pages, which would
be unlinked as their URL structure is very different from “traditional” websites, blogs or forums.
A way to dodge this difficulty is to make an evaluation of the strength of the Facebook groups or pages of the corpus. Every site
has been checked for a Facebook presence, with three levels of strength :
Weak Facebook presence are defined when there’s no page or when the page has less than 1 000 fans. There’s on this
issue a slight difference with the previous mappings. If again, corporate websites are poorly present on Facebook ( again,
the malls on the left of the mapping), this is not true for all of them
Luxury brands such as Louis Vuitton or Dolce & Gabanna, iconic places of Singapore (Ion Orchard, MBS), and the
“WRS” cluster with the zoo have rich Facebook pages with more than 10 000 fans and many rich interactions (quizzes,
gifts…). For some of them, the choice between having a website or a social presence has been clearly done.
Blogs, here, are in a weaker position, too. Some of them duplicate their contents on a Facebook page (I eat I shoot I
post), but most of them either don’t have a page, or a weak page, because people on Facebook come for games,
vouchers or services, not to read the same content than on the blog.
Mildly influent Facebook pages, which are mostly pages launch recently which progressively find their audience
Strong Facebook pages are mostly brands (Louis Vuitton, Crocs), media (Straits Times), because these professional have
the resource to have both websites and social media presence, with a clear strategy (brand content, promotions…)
22/06/12 Mapping of the Singapore Leisure Blogosphere 22
23. The Singapore leisure
blogosphere, June 2012
View « Mutual Links »
Pink has a (curved) link directed to purple
Red an purple share (straight) mutual links
22/06/12 Mapping of the Singapore Leisure Blogosphere 23
24. 2 OVERVIEW : HOW DOES SINGAPORE TALK ABOUT LEISURE ?
2.e Mutual links: key findings
Mutual links: key findings
The link structure between sites is interesting, as it shows
Who “recommends” who : if I put a link on my site that leads my audience to another site, this is a form of
recommendation, I suggest to my readers they may be interested by this site (most of the time a similar site, at least on the
issue)
Who knows who : mutual links exist when the A site includes a link to a B site, and the B site also has a link directed to the A
site. This mutual recognition make a strong tie between websites (as when two tweeps follow each other)
Where can we talk of a real “cluster”, meaning not only sites talking of the same thing, but people knowing each other and
where any new information will be spread more quickly, with a more engaging audience
Here, the mapping shows two interesting clusters
On the very left, the malls. If one didn’t know who was the owner of a given mall, the mapping clearly reveals a IT/IS
structure of sites linked to each other. Capita Mall’s webmaster allows visitors to jump from a mall to another, BUT, again,
the absence of links with opinion leaders doesn’t allow them to take advantage of social media virality.
On the very right, Food bloggers forms a tight cluster of people obviously knowing each other. Any digital PR operation
regarding this issue must take this into account : it’s not worth targeting remote sites when inviting a dozen bloggers from
the “core” of the cluster will have a powerful effect on your communication.
22/06/12 Mapping of the Singapore Leisure Blogosphere 24
25. 3
MAPPING OF THE SINGAPORE LEISURE BLOGOSPHERE
A glance at the various
interest clusters of the
leisure conversation
a. The 9 clusters of the Singapore leisure blogosphere
b. Food lovers : real people connected and
interacting
c. Media sites : at the heart of bloggers competition
d. Entertainment & Malls : the missing stars of the
mapping
e. Lifestyle sites : there’s room for new entrants
25
26. 3 A GLANCE AT THE VARIOUS CLUSTERS OF THE LEISURE CONVERSATION
3 Introduction
The 9 clusters of the Singapore leisure blogosphere
9 interest clusters makes the leisure conversation within the Singaporean blogosphere. Here’s how we offer to analyze them :
• How the cluster and its sites are located in the overall mapping
• The analysis of this cluster taken as a field with different influencers and structures
22/06/12 Mapping of the Singapore Leisure Blogosphere 26
28. 3 A GLANCE AT THE VARIOUS CLUSTERS OF THE LEISURE CONVERSATION
3.a Food lovers : real people who know each other
Food lovers : real people connected and interacting
Before coming to Singapore, I was told food was a key activity of the island. I experienced this in real life thanks to
the CanMan experiment during the Social Media Week, and the mapping seems to confirm this
Food blogs are definitely social (as is sharing a meal !), with interconnected blogs and sites located tightly at the same place on
the map. Most of them share an even ratio of same links, which shows a mutual recognition of many of these figures.
Another marker of a truly vivid and social sphere is the relative exclusion of aggregation sites (such as Munchministry) or events
(singaporefoodfestival, on the other side of the map, alone). Here, bloggers are real people, and most of the activity of this
cluster can be linked to people whose name appear in their profile page.
Singapore loves food and loves food bloggers they can identify with. Any brand talking « leisure » should be interested with this
very dynamic sphere.
This very dynamic cluster produces quality content, with a subjective point of view, without being selling anything but a passion.
22/06/12 Mapping of the Singapore Leisure Blogosphere 28
30. 3 A GLANCE AT THE VARIOUS CLUSTERS OF THE LEISURE CONVERSATION
3.b Media sites : at the heart of bloggers competition
Media sites : at the heart of bloggers competition
Media and pro sites can usually be found at the center of any mapping of a given blogosphere, as they usually produce a lot of
content to which bloggers refer to. Singapore seems to show another difference by putting a relatively few number of powerful
media sites and blogs in the center of their social media life
As a result, the biggest hub of the map is one of this Media sites, SG Blog awards, which attracts many links from almost every
other cluster in the mapping.
A possible analysis would be to admit that Singaporean bloggers are totally open to advertorials and contributions. The
competition to attract specific editorial or animation content finds its peek time during blog contests. Blogging is often a passion,
but always a race to give the best of each cluster a bonus (of traffic, of visibility) when rewarded.
A very big share of visited blogs run in these competitions, hence the numbers of links pointing to SG Blog Awards (and to
Nuffnang and OMY), which acts as the referee of a reputation race.
Another sign of this « professionalization » of the Singaporean blogosphere, even if minor, is the presence of Ripplewerkz, a
professional template provider for blogs, referred to by a few key blogs, including Xiaxue’s.
22/06/12 Mapping of the Singapore Leisure Blogosphere 30
32. 3 A GLANCE AT THE VARIOUS CLUSTERS OF THE LEISURE CONVERSATION
3.c Entertainment & Malls : the missing stars of the mapping
Entertainment & Malls : the missing stars of the mapping
Somehow classically, entertainment brands don’t appear at the center of the map : they seldom makes or receives links from
opinion leaders as they act like corporate websites.
However, the importance of fashion and shopping in Singapore and the multiplicity of blogger events is a sign that this absence
is more an exception than a rule : how come do these places were most people go on free time are so remote in the mapping ?
Two clusters appear clearly on the map
The Capita Malls, with sites linked only one another with a unique (but strong) bridge to Ion Orchard. Their only connection
to the blogosphere goes through two sites : Trip Advisor, and Bagaholicboy, a Fashion blogger.
The Wildlife Resource, with the same structure of look-a-like sites (Zoo, etc...), but no links to blogs or media hubs. On the
other hand, the Facebook strategy of the WRS is focused on concentration and cost-cutting, with one page acting as a
unique space for the 4 spots (each having its own site).
There’s clearly a space for these « aggregate » brands : they are in direct contact with customers in real life (event if the malls act
as « screens » through shops), they could use social media take advantage of it, offer a complimentary service (geo-tagged
vouchers on Foursquare, brand content to show their difference from other malls, Social CRM on Twitter, exclusive visits for top
blogger ...)
22/06/12 Mapping of the Singapore Leisure Blogosphere 32
34. 3 A GLANCE AT THE VARIOUS CLUSTERS OF THE LEISURE CONVERSATION
3.d Lifestyle sites : there’s room for new entrants
Lifestyle sites : there’s room for new entrants
Traditionally, Lifestyle blogs and sites suffer their generalist bias and their commercial objectives, which doesn’t allow as many
links as other more specialized clusters (see Food, for instance)
The Singapore mapping of the leisure blogosphere confirms this, with an atomized presence of Lifestyle blogs and sites
No clear leader emerges on this general issue. This may be the problem of blogs and sites with no particular angle or tone,
and less possibility for readers to identify with the author (who doesn’t appear, as most of these sites are like webzines,
almost robotic)
No clear aggregation of these sites, which may or may not link one another, a consequence of which is their global
dispersion all over the map. They’re not in the center, they’re not in the periphery, they’re kind of a medium position
Again, there clearly seems to have some space for a new lifestyle site that would make links with other and offer a very
specific angle (luxury, or geographic, or by associating a not yet blogging star or VIP)
Overall, however, the Lifestyle community keeps a central position as shown on the map and when one analyzes the global links
exchange with other communities. It comes as a clear second to Food community, but is spatially more central as its different
blogs have a bigger variety of links than food.
22/06/12 Mapping of the Singapore Leisure Blogosphere 34
35. Martin Pasquier
BLOG// http://martinpasquier.wordpress.com/
MAIL// martpasquier@gmail.com
TWITTER// @martpasquier
LINKEDIN// http://www.linkedin.com/in/martinpasquier
22/06/12 Mapping of the Singapore Leisure Blogosphere 35