SlideShare a Scribd company logo
1 of 27
Download to read offline
Audiencing Through Social
Media: A Brief Overview
Darryl Woodford, Katie Prowd & Axel
Bruns
INTRODUCTION
• Social Media Audiences & The Australian Twittersphere
• Prequel: Big Brother US
• Brief outline of Sabermetric approaches
• Excitement Index
• From US to Australia (or chasing the $$$)
• The HypometerTM
• Sequel: Work in progress
• Caveat: Some questions we can’t answer
BIG BROTHER USA
“Receiving a message from a highly followed individual is
a status symbol in itself.” (Marwick & Boyd, 2011, p. 139)
Boyd Quote
To See and Be Seen: Celebrity Practice on Twitter. (2011). Convergence 17(2), p. 139-158
BIG BROTHER USA VS AU (AUDIENCE)
• In US, for Big Brother (&
shows generally), there is little
correlation between viewers
and tweets.
• In Australia, for Big Brother
and other shows in our one-
week pilots, high correlation
between viewer count and
tweets.
• Highlights that applying US
models to Australia is not
possible
NIELSEN SOCIALGUIDE TWITTER RATINGS
NIELSEN SOCIALGUIDE TWITTER RATINGS
Cable
Channel vs
Major
Network?
NIELSEN SOCIALGUIDE TWITTER RATINGS
Cable
Channel vs
Major
Network?
Why is
having more
followers the
important
statistic?
(Follower
counts are
problematic)
BUT ALSO
Cable
Channel vs
Major
Network?
Why is
having more
followers the
important
statistic?
(Follower
counts are
problematic)
2.5 hour
special
1 hour
show
SABERMETRICS
BASIC VS ADVANCED METRICS
From ERA to xERA: Includes factors under pitchers control (hits, walks etc)
other than Earned Runs..
From xERA to FIP: Accounts for the shortcoming of fielders beyond a scorers
adjudication of errors.
Weighted Tweet Index: Accounts for factors unrelated to the show itself:
network, day, month, etc..
Replacement Value: Just as a ‘free agent’ in baseball has some minimal level
of performance, anything shown at 8pm on CBS or Nine will get *some*
viewers.. Ratings shouldn’t start at 0 (unless it’s a Houston Astros game)
EXCITEMENT INDEX
EXCITEMENT INDEX
EXCITEMENT INDEX
SEASONAL MODELS • Blue Line represents the
ratio of total viewers,
Orange Line represents ratio
of tweets (to season average
per show).
• In both one run seasons
(top) and those with mid-
season break (bottom),
tweets are highly
exaggerated version of
traditional ratings model.
• In other words: Users tweet
much more around
premieres & finales than
regular shows. Metrics must
account for this.
FROM US TO AUSTRALIA (CHASING THE $)
FROM US TO AU
310 million 22 million
FROM US TO AU
US Networks
FROM US TO AU
AU Networks
FROM US TO AU
“While our products have always
included data from multiple social media
services, the reality is that Twitter is the
platform where the overwhelming
majority -– about 95% – of public real-
time engagement with TV happens.” --
Bluefin
Our Australian pilot study
has shown Twitter and
Facebook are closer to
53.49% and 46.51%
respectively.
SOME ARE WORSE THAN OTHERS...
PILOT RESULTS
42.6% 67.4%
27.7% 72.3%
10.0% 90.0%
PILOT STUDY RESULTS
91.5% 8.5%
62.4% 37.6%
56.7% 43.3%
PILOT STUDY RESULTS
CONNECTING THE DOTS
Seasonal Models
SabermetricsBig Brother US
Excitement Index
Australia
THE HYPOMETERTM
FUTURE DEVELOPMENTS
• HypometerTM
(s) - Movies, Politics, Sport…
• Computation modeling - Patrik Wikstrom - How do we
model TV audiences? What are the implications for
different actors?
• What is the value of a Facebook ‘Like’? More than a
favorite, less than a retweet?
• Increasing integration of external data: Ratings, TV
Listings etc.
Questions?

More Related Content

Viewers also liked

Eve Exceptionalism: Anything Goes?
Eve Exceptionalism: Anything Goes? Eve Exceptionalism: Anything Goes?
Eve Exceptionalism: Anything Goes? Darryl Woodford
 
Constructing the Ideal EVE Online Player: The Cheats
Constructing the Ideal EVE Online Player: The CheatsConstructing the Ideal EVE Online Player: The Cheats
Constructing the Ideal EVE Online Player: The CheatsDarryl Woodford
 
NIO happening 2014 Flanders' Bike Valley - Valley Maturity Procesmeting
NIO happening 2014 Flanders' Bike Valley - Valley Maturity ProcesmetingNIO happening 2014 Flanders' Bike Valley - Valley Maturity Procesmeting
NIO happening 2014 Flanders' Bike Valley - Valley Maturity ProcesmetingNetwerk Ondernemen vzw
 
How to- facebook
How to- facebookHow to- facebook
How to- facebookmiitchh
 
Governance Challenges in the Global Games Industry
Governance Challenges in the Global Games IndustryGovernance Challenges in the Global Games Industry
Governance Challenges in the Global Games IndustryDarryl Woodford
 
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE Online
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE OnlineDispute Resolution Across Platforms: Offshore Gambling Industry & EVE Online
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE OnlineDarryl Woodford
 
CCI Winter School Social Media Presentation
CCI Winter School Social Media PresentationCCI Winter School Social Media Presentation
CCI Winter School Social Media PresentationDarryl Woodford
 
Flanders' Bike Valley & Regiomarketing nov 2012
Flanders' Bike Valley & Regiomarketing nov 2012Flanders' Bike Valley & Regiomarketing nov 2012
Flanders' Bike Valley & Regiomarketing nov 2012Netwerk Ondernemen vzw
 
Acoustic imaging of the sea floor
Acoustic imaging of the sea floorAcoustic imaging of the sea floor
Acoustic imaging of the sea floorRico Chirana
 
Media planning basics
Media  planning basicsMedia  planning basics
Media planning basicsDeepak Raina
 
Media planning basics
Media planning basics Media planning basics
Media planning basics Amit Saxena
 
Advertising Media Planning Course Georges Najm USEK School of Business
Advertising Media Planning Course Georges Najm USEK School of BusinessAdvertising Media Planning Course Georges Najm USEK School of Business
Advertising Media Planning Course Georges Najm USEK School of BusinessGeorges Najm
 

Viewers also liked (12)

Eve Exceptionalism: Anything Goes?
Eve Exceptionalism: Anything Goes? Eve Exceptionalism: Anything Goes?
Eve Exceptionalism: Anything Goes?
 
Constructing the Ideal EVE Online Player: The Cheats
Constructing the Ideal EVE Online Player: The CheatsConstructing the Ideal EVE Online Player: The Cheats
Constructing the Ideal EVE Online Player: The Cheats
 
NIO happening 2014 Flanders' Bike Valley - Valley Maturity Procesmeting
NIO happening 2014 Flanders' Bike Valley - Valley Maturity ProcesmetingNIO happening 2014 Flanders' Bike Valley - Valley Maturity Procesmeting
NIO happening 2014 Flanders' Bike Valley - Valley Maturity Procesmeting
 
How to- facebook
How to- facebookHow to- facebook
How to- facebook
 
Governance Challenges in the Global Games Industry
Governance Challenges in the Global Games IndustryGovernance Challenges in the Global Games Industry
Governance Challenges in the Global Games Industry
 
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE Online
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE OnlineDispute Resolution Across Platforms: Offshore Gambling Industry & EVE Online
Dispute Resolution Across Platforms: Offshore Gambling Industry & EVE Online
 
CCI Winter School Social Media Presentation
CCI Winter School Social Media PresentationCCI Winter School Social Media Presentation
CCI Winter School Social Media Presentation
 
Flanders' Bike Valley & Regiomarketing nov 2012
Flanders' Bike Valley & Regiomarketing nov 2012Flanders' Bike Valley & Regiomarketing nov 2012
Flanders' Bike Valley & Regiomarketing nov 2012
 
Acoustic imaging of the sea floor
Acoustic imaging of the sea floorAcoustic imaging of the sea floor
Acoustic imaging of the sea floor
 
Media planning basics
Media  planning basicsMedia  planning basics
Media planning basics
 
Media planning basics
Media planning basics Media planning basics
Media planning basics
 
Advertising Media Planning Course Georges Najm USEK School of Business
Advertising Media Planning Course Georges Najm USEK School of BusinessAdvertising Media Planning Course Georges Najm USEK School of Business
Advertising Media Planning Course Georges Najm USEK School of Business
 

Similar to Audiencing Through Social Media: A Brief Overview

Mapping Online Publics: New Methods for Twitter Research
Mapping Online Publics: New Methods for Twitter ResearchMapping Online Publics: New Methods for Twitter Research
Mapping Online Publics: New Methods for Twitter ResearchAxel Bruns
 
Everyone’s Watching It: The Role of Hype in Television Engagement through So...
Everyone’s Watching It: The Role of Hype in Television Engagement through So...Everyone’s Watching It: The Role of Hype in Television Engagement through So...
Everyone’s Watching It: The Role of Hype in Television Engagement through So...Darryl Woodford
 
BroadcastAsia 2014 - is social TV changing the international TV syndication m...
BroadcastAsia 2014 - is social TV changing the international TV syndication m...BroadcastAsia 2014 - is social TV changing the international TV syndication m...
BroadcastAsia 2014 - is social TV changing the international TV syndication m...Natan Edelsburg
 
Television 2013_Digital Disruption_UOIT Innovation Conference Presentation
Television 2013_Digital Disruption_UOIT Innovation Conference PresentationTelevision 2013_Digital Disruption_UOIT Innovation Conference Presentation
Television 2013_Digital Disruption_UOIT Innovation Conference PresentationSusan Dineen
 
The role-of-digital-in-tv articles (1) (1)
The role-of-digital-in-tv articles (1) (1)The role-of-digital-in-tv articles (1) (1)
The role-of-digital-in-tv articles (1) (1)Greg Sterling
 
Still Not Dead: 7 Myths About The Current State of the TV Industry Debunked
Still Not Dead: 7 Myths About The Current State of the TV Industry DebunkedStill Not Dead: 7 Myths About The Current State of the TV Industry Debunked
Still Not Dead: 7 Myths About The Current State of the TV Industry DebunkedAlan Wolk
 
Ausvotes
AusvotesAusvotes
Ausvoteslchu125
 
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13Paul Benedict
 
Secondary Research: Fast and Cost-Effective
Secondary Research: Fast and Cost-EffectiveSecondary Research: Fast and Cost-Effective
Secondary Research: Fast and Cost-EffectiveKevin Brett, M.A.
 
Social TV Facebook - Watching with friends (livre blanc)
Social TV Facebook - Watching with friends (livre blanc)Social TV Facebook - Watching with friends (livre blanc)
Social TV Facebook - Watching with friends (livre blanc)Lionel Martins
 
Social TV Presentation
Social TV PresentationSocial TV Presentation
Social TV Presentationlynessamarie
 
Broadcasting: TV Programs on Air
Broadcasting: TV Programs on AirBroadcasting: TV Programs on Air
Broadcasting: TV Programs on AirAditi Verma
 
Business Insider - NOAH15 Berlin
Business Insider - NOAH15 BerlinBusiness Insider - NOAH15 Berlin
Business Insider - NOAH15 BerlinNOAH Advisors
 

Similar to Audiencing Through Social Media: A Brief Overview (20)

Introducing telemetrics
Introducing telemetricsIntroducing telemetrics
Introducing telemetrics
 
Mapping Online Publics: New Methods for Twitter Research
Mapping Online Publics: New Methods for Twitter ResearchMapping Online Publics: New Methods for Twitter Research
Mapping Online Publics: New Methods for Twitter Research
 
New Capabilities of TV Audience Measurement
New Capabilities of TV Audience MeasurementNew Capabilities of TV Audience Measurement
New Capabilities of TV Audience Measurement
 
Everyone’s Watching It: The Role of Hype in Television Engagement through So...
Everyone’s Watching It: The Role of Hype in Television Engagement through So...Everyone’s Watching It: The Role of Hype in Television Engagement through So...
Everyone’s Watching It: The Role of Hype in Television Engagement through So...
 
BroadcastAsia 2014 - is social TV changing the international TV syndication m...
BroadcastAsia 2014 - is social TV changing the international TV syndication m...BroadcastAsia 2014 - is social TV changing the international TV syndication m...
BroadcastAsia 2014 - is social TV changing the international TV syndication m...
 
Television 2013_Digital Disruption_UOIT Innovation Conference Presentation
Television 2013_Digital Disruption_UOIT Innovation Conference PresentationTelevision 2013_Digital Disruption_UOIT Innovation Conference Presentation
Television 2013_Digital Disruption_UOIT Innovation Conference Presentation
 
The role-of-digital-in-tv articles (1) (1)
The role-of-digital-in-tv articles (1) (1)The role-of-digital-in-tv articles (1) (1)
The role-of-digital-in-tv articles (1) (1)
 
Still Not Dead: 7 Myths About The Current State of the TV Industry Debunked
Still Not Dead: 7 Myths About The Current State of the TV Industry DebunkedStill Not Dead: 7 Myths About The Current State of the TV Industry Debunked
Still Not Dead: 7 Myths About The Current State of the TV Industry Debunked
 
Ausvotes
AusvotesAusvotes
Ausvotes
 
Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13Social media going the_extra_mile final 10.31.13
Social media going the_extra_mile final 10.31.13
 
Secondary Research: Fast and Cost-Effective
Secondary Research: Fast and Cost-EffectiveSecondary Research: Fast and Cost-Effective
Secondary Research: Fast and Cost-Effective
 
Social TV Facebook - Watching with friends (livre blanc)
Social TV Facebook - Watching with friends (livre blanc)Social TV Facebook - Watching with friends (livre blanc)
Social TV Facebook - Watching with friends (livre blanc)
 
Revista Streaming Media
Revista Streaming MediaRevista Streaming Media
Revista Streaming Media
 
Social TV Presentation
Social TV PresentationSocial TV Presentation
Social TV Presentation
 
Creating Social TV
Creating Social TVCreating Social TV
Creating Social TV
 
Social Television
Social TelevisionSocial Television
Social Television
 
Social television
Social televisionSocial television
Social television
 
Broadcasting: TV Programs on Air
Broadcasting: TV Programs on AirBroadcasting: TV Programs on Air
Broadcasting: TV Programs on Air
 
TV Today
TV TodayTV Today
TV Today
 
Business Insider - NOAH15 Berlin
Business Insider - NOAH15 BerlinBusiness Insider - NOAH15 Berlin
Business Insider - NOAH15 Berlin
 

More from Darryl Woodford

Measuring The Success of Tourism & Event Queensland’s ‘Instameet’ Campaign
Measuring The Success of Tourism & Event Queensland’s ‘Instameet’ CampaignMeasuring The Success of Tourism & Event Queensland’s ‘Instameet’ Campaign
Measuring The Success of Tourism & Event Queensland’s ‘Instameet’ CampaignDarryl Woodford
 
Slicing Big Data: Gambling, Twitter & Time Sensitive Information
Slicing Big Data: Gambling, Twitter & Time Sensitive InformationSlicing Big Data: Gambling, Twitter & Time Sensitive Information
Slicing Big Data: Gambling, Twitter & Time Sensitive InformationDarryl Woodford
 
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & Ethics
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & EthicsIR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & Ethics
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & EthicsDarryl Woodford
 
Regulating Virtual Worlds: Considering Participant-Driven Approaches
Regulating Virtual Worlds: Considering Participant-Driven ApproachesRegulating Virtual Worlds: Considering Participant-Driven Approaches
Regulating Virtual Worlds: Considering Participant-Driven ApproachesDarryl Woodford
 
Regulating Virtual Environments
Regulating Virtual Environments Regulating Virtual Environments
Regulating Virtual Environments Darryl Woodford
 
CCI Winter School Paper Jam Intro
CCI Winter School Paper Jam IntroCCI Winter School Paper Jam Intro
CCI Winter School Paper Jam IntroDarryl Woodford
 
The Fallacy of the Magic Circle
The Fallacy of the Magic CircleThe Fallacy of the Magic Circle
The Fallacy of the Magic CircleDarryl Woodford
 
Abandoning the Magic Circle
Abandoning the Magic CircleAbandoning the Magic Circle
Abandoning the Magic CircleDarryl Woodford
 
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar Environments
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar EnvironmentsHanging out is Hard to do: Ethnographic Methodology in Non-Avatar Environments
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar EnvironmentsDarryl Woodford
 
Gambling & Gaming - Dispute Resolution
Gambling & Gaming - Dispute ResolutionGambling & Gaming - Dispute Resolution
Gambling & Gaming - Dispute ResolutionDarryl Woodford
 

More from Darryl Woodford (10)

Measuring The Success of Tourism & Event Queensland’s ‘Instameet’ Campaign
Measuring The Success of Tourism & Event Queensland’s ‘Instameet’ CampaignMeasuring The Success of Tourism & Event Queensland’s ‘Instameet’ Campaign
Measuring The Success of Tourism & Event Queensland’s ‘Instameet’ Campaign
 
Slicing Big Data: Gambling, Twitter & Time Sensitive Information
Slicing Big Data: Gambling, Twitter & Time Sensitive InformationSlicing Big Data: Gambling, Twitter & Time Sensitive Information
Slicing Big Data: Gambling, Twitter & Time Sensitive Information
 
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & Ethics
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & EthicsIR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & Ethics
IR14 Pre-Conference Workshop Lightning Talk: Social Media Methods & Ethics
 
Regulating Virtual Worlds: Considering Participant-Driven Approaches
Regulating Virtual Worlds: Considering Participant-Driven ApproachesRegulating Virtual Worlds: Considering Participant-Driven Approaches
Regulating Virtual Worlds: Considering Participant-Driven Approaches
 
Regulating Virtual Environments
Regulating Virtual Environments Regulating Virtual Environments
Regulating Virtual Environments
 
CCI Winter School Paper Jam Intro
CCI Winter School Paper Jam IntroCCI Winter School Paper Jam Intro
CCI Winter School Paper Jam Intro
 
The Fallacy of the Magic Circle
The Fallacy of the Magic CircleThe Fallacy of the Magic Circle
The Fallacy of the Magic Circle
 
Abandoning the Magic Circle
Abandoning the Magic CircleAbandoning the Magic Circle
Abandoning the Magic Circle
 
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar Environments
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar EnvironmentsHanging out is Hard to do: Ethnographic Methodology in Non-Avatar Environments
Hanging out is Hard to do: Ethnographic Methodology in Non-Avatar Environments
 
Gambling & Gaming - Dispute Resolution
Gambling & Gaming - Dispute ResolutionGambling & Gaming - Dispute Resolution
Gambling & Gaming - Dispute Resolution
 

Recently uploaded

Mbaye_Astou.Education Civica_Human Rights.pptx
Mbaye_Astou.Education Civica_Human Rights.pptxMbaye_Astou.Education Civica_Human Rights.pptx
Mbaye_Astou.Education Civica_Human Rights.pptxnuriaiuzzolino1
 
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17Celine George
 
Neurulation and the formation of the neural tube
Neurulation and the formation of the neural tubeNeurulation and the formation of the neural tube
Neurulation and the formation of the neural tubeSaadHumayun7
 
UNIT – IV_PCI Complaints: Complaints and evaluation of complaints, Handling o...
UNIT – IV_PCI Complaints: Complaints and evaluation of complaints, Handling o...UNIT – IV_PCI Complaints: Complaints and evaluation of complaints, Handling o...
UNIT – IV_PCI Complaints: Complaints and evaluation of complaints, Handling o...Sayali Powar
 
The Benefits and Challenges of Open Educational Resources
The Benefits and Challenges of Open Educational ResourcesThe Benefits and Challenges of Open Educational Resources
The Benefits and Challenges of Open Educational Resourcesaileywriter
 
TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT VẬT LÝ 2024 - TỪ CÁC TRƯỜNG, TRƯ...
TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT VẬT LÝ 2024 - TỪ CÁC TRƯỜNG, TRƯ...TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT VẬT LÝ 2024 - TỪ CÁC TRƯỜNG, TRƯ...
TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT VẬT LÝ 2024 - TỪ CÁC TRƯỜNG, TRƯ...Nguyen Thanh Tu Collection
 
How to Manage Notification Preferences in the Odoo 17
How to Manage Notification Preferences in the Odoo 17How to Manage Notification Preferences in the Odoo 17
How to Manage Notification Preferences in the Odoo 17Celine George
 
Open Educational Resources Primer PowerPoint
Open Educational Resources Primer PowerPointOpen Educational Resources Primer PowerPoint
Open Educational Resources Primer PowerPointELaRue0
 
Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17
Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17
Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17Celine George
 
An Overview of the Odoo 17 Discuss App.pptx
An Overview of the Odoo 17 Discuss App.pptxAn Overview of the Odoo 17 Discuss App.pptx
An Overview of the Odoo 17 Discuss App.pptxCeline George
 
MichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfMichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfmstarkes24
 
ppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyesppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyesashishpaul799
 
Telling Your Story_ Simple Steps to Build Your Nonprofit's Brand Webinar.pdf
Telling Your Story_ Simple Steps to Build Your Nonprofit's Brand Webinar.pdfTelling Your Story_ Simple Steps to Build Your Nonprofit's Brand Webinar.pdf
Telling Your Story_ Simple Steps to Build Your Nonprofit's Brand Webinar.pdfTechSoup
 
slides CapTechTalks Webinar May 2024 Alexander Perry.pptx
slides CapTechTalks Webinar May 2024 Alexander Perry.pptxslides CapTechTalks Webinar May 2024 Alexander Perry.pptx
slides CapTechTalks Webinar May 2024 Alexander Perry.pptxCapitolTechU
 
Liberal & Redical Feminism presentation.pptx
Liberal & Redical Feminism presentation.pptxLiberal & Redical Feminism presentation.pptx
Liberal & Redical Feminism presentation.pptxRizwan Abbas
 
會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文
會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文
會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文中 央社
 
Basic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
Basic Civil Engg Notes_Chapter-6_Environment Pollution & EngineeringBasic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
Basic Civil Engg Notes_Chapter-6_Environment Pollution & EngineeringDenish Jangid
 

Recently uploaded (20)

Post Exam Fun(da) Intra UEM General Quiz - Finals.pdf
Post Exam Fun(da) Intra UEM General Quiz - Finals.pdfPost Exam Fun(da) Intra UEM General Quiz - Finals.pdf
Post Exam Fun(da) Intra UEM General Quiz - Finals.pdf
 
Mbaye_Astou.Education Civica_Human Rights.pptx
Mbaye_Astou.Education Civica_Human Rights.pptxMbaye_Astou.Education Civica_Human Rights.pptx
Mbaye_Astou.Education Civica_Human Rights.pptx
 
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17
 
Neurulation and the formation of the neural tube
Neurulation and the formation of the neural tubeNeurulation and the formation of the neural tube
Neurulation and the formation of the neural tube
 
UNIT – IV_PCI Complaints: Complaints and evaluation of complaints, Handling o...
UNIT – IV_PCI Complaints: Complaints and evaluation of complaints, Handling o...UNIT – IV_PCI Complaints: Complaints and evaluation of complaints, Handling o...
UNIT – IV_PCI Complaints: Complaints and evaluation of complaints, Handling o...
 
“O BEIJO” EM ARTE .
“O BEIJO” EM ARTE                       .“O BEIJO” EM ARTE                       .
“O BEIJO” EM ARTE .
 
The Benefits and Challenges of Open Educational Resources
The Benefits and Challenges of Open Educational ResourcesThe Benefits and Challenges of Open Educational Resources
The Benefits and Challenges of Open Educational Resources
 
TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT VẬT LÝ 2024 - TỪ CÁC TRƯỜNG, TRƯ...
TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT VẬT LÝ 2024 - TỪ CÁC TRƯỜNG, TRƯ...TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT VẬT LÝ 2024 - TỪ CÁC TRƯỜNG, TRƯ...
TỔNG HỢP HƠN 100 ĐỀ THI THỬ TỐT NGHIỆP THPT VẬT LÝ 2024 - TỪ CÁC TRƯỜNG, TRƯ...
 
How to Manage Notification Preferences in the Odoo 17
How to Manage Notification Preferences in the Odoo 17How to Manage Notification Preferences in the Odoo 17
How to Manage Notification Preferences in the Odoo 17
 
Open Educational Resources Primer PowerPoint
Open Educational Resources Primer PowerPointOpen Educational Resources Primer PowerPoint
Open Educational Resources Primer PowerPoint
 
Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17
Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17
Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17
 
An Overview of the Odoo 17 Discuss App.pptx
An Overview of the Odoo 17 Discuss App.pptxAn Overview of the Odoo 17 Discuss App.pptx
An Overview of the Odoo 17 Discuss App.pptx
 
MichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdfMichaelStarkes_UncutGemsProjectSummary.pdf
MichaelStarkes_UncutGemsProjectSummary.pdf
 
Word Stress rules esl .pptx
Word Stress rules esl               .pptxWord Stress rules esl               .pptx
Word Stress rules esl .pptx
 
ppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyesppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyes
 
Telling Your Story_ Simple Steps to Build Your Nonprofit's Brand Webinar.pdf
Telling Your Story_ Simple Steps to Build Your Nonprofit's Brand Webinar.pdfTelling Your Story_ Simple Steps to Build Your Nonprofit's Brand Webinar.pdf
Telling Your Story_ Simple Steps to Build Your Nonprofit's Brand Webinar.pdf
 
slides CapTechTalks Webinar May 2024 Alexander Perry.pptx
slides CapTechTalks Webinar May 2024 Alexander Perry.pptxslides CapTechTalks Webinar May 2024 Alexander Perry.pptx
slides CapTechTalks Webinar May 2024 Alexander Perry.pptx
 
Liberal & Redical Feminism presentation.pptx
Liberal & Redical Feminism presentation.pptxLiberal & Redical Feminism presentation.pptx
Liberal & Redical Feminism presentation.pptx
 
會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文
會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文
會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文
 
Basic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
Basic Civil Engg Notes_Chapter-6_Environment Pollution & EngineeringBasic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
Basic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
 

Audiencing Through Social Media: A Brief Overview

  • 1. Audiencing Through Social Media: A Brief Overview Darryl Woodford, Katie Prowd & Axel Bruns
  • 2. INTRODUCTION • Social Media Audiences & The Australian Twittersphere • Prequel: Big Brother US • Brief outline of Sabermetric approaches • Excitement Index • From US to Australia (or chasing the $$$) • The HypometerTM • Sequel: Work in progress • Caveat: Some questions we can’t answer
  • 3. BIG BROTHER USA “Receiving a message from a highly followed individual is a status symbol in itself.” (Marwick & Boyd, 2011, p. 139) Boyd Quote To See and Be Seen: Celebrity Practice on Twitter. (2011). Convergence 17(2), p. 139-158
  • 4. BIG BROTHER USA VS AU (AUDIENCE) • In US, for Big Brother (& shows generally), there is little correlation between viewers and tweets. • In Australia, for Big Brother and other shows in our one- week pilots, high correlation between viewer count and tweets. • Highlights that applying US models to Australia is not possible
  • 6. NIELSEN SOCIALGUIDE TWITTER RATINGS Cable Channel vs Major Network?
  • 7. NIELSEN SOCIALGUIDE TWITTER RATINGS Cable Channel vs Major Network? Why is having more followers the important statistic? (Follower counts are problematic)
  • 8. BUT ALSO Cable Channel vs Major Network? Why is having more followers the important statistic? (Follower counts are problematic) 2.5 hour special 1 hour show
  • 10. BASIC VS ADVANCED METRICS From ERA to xERA: Includes factors under pitchers control (hits, walks etc) other than Earned Runs.. From xERA to FIP: Accounts for the shortcoming of fielders beyond a scorers adjudication of errors. Weighted Tweet Index: Accounts for factors unrelated to the show itself: network, day, month, etc.. Replacement Value: Just as a ‘free agent’ in baseball has some minimal level of performance, anything shown at 8pm on CBS or Nine will get *some* viewers.. Ratings shouldn’t start at 0 (unless it’s a Houston Astros game)
  • 14. SEASONAL MODELS • Blue Line represents the ratio of total viewers, Orange Line represents ratio of tweets (to season average per show). • In both one run seasons (top) and those with mid- season break (bottom), tweets are highly exaggerated version of traditional ratings model. • In other words: Users tweet much more around premieres & finales than regular shows. Metrics must account for this.
  • 15. FROM US TO AUSTRALIA (CHASING THE $)
  • 16. FROM US TO AU 310 million 22 million
  • 17. FROM US TO AU US Networks
  • 18. FROM US TO AU AU Networks
  • 19. FROM US TO AU “While our products have always included data from multiple social media services, the reality is that Twitter is the platform where the overwhelming majority -– about 95% – of public real- time engagement with TV happens.” -- Bluefin Our Australian pilot study has shown Twitter and Facebook are closer to 53.49% and 46.51% respectively.
  • 20. SOME ARE WORSE THAN OTHERS...
  • 22. 42.6% 67.4% 27.7% 72.3% 10.0% 90.0% PILOT STUDY RESULTS
  • 23. 91.5% 8.5% 62.4% 37.6% 56.7% 43.3% PILOT STUDY RESULTS
  • 24. CONNECTING THE DOTS Seasonal Models SabermetricsBig Brother US Excitement Index Australia
  • 26. FUTURE DEVELOPMENTS • HypometerTM (s) - Movies, Politics, Sport… • Computation modeling - Patrik Wikstrom - How do we model TV audiences? What are the implications for different actors? • What is the value of a Facebook ‘Like’? More than a favorite, less than a retweet? • Increasing integration of external data: Ratings, TV Listings etc.