1) The document discusses how brands can revitalize themselves in today's data-rich, hyper-connected world by leveraging social media and big data analytics.
2) It emphasizes measuring brand metrics across different online and mobile platforms to understand customer behavior, influencers, and optimize marketing strategies.
3) The author provides examples of how social network analysis can be used to map customer relationships, detect peer influence, and identify sub-communities to engage with customers in new ways.
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Authentically Social by Corey Perlman - EO Puerto Rico
Building a Socially Savvy Brand
1. Revitalize Your Brand
in a Data-rich, Hyper-connected World
Ravi Bapna
Professor of Information Systems | Carlson School of Management
Co-director | Social Media & Business Analytics Collaborative (SOBACO)
@ravibapna
@SOBACO_UMN
10. 66% of smartphone users
sleep with a phone next to them
Telenav Study, August 2011
Flickr user: wanderingone
11. Which would you rather give up?
Flickr user BuzzFarmers
Telenav Study, August 2011
or
cellphone caffeine 55%
give up caffeine
12. Which would you rather give up?
Flickr user BuzzFarmers
Telenav Study, August 2011
or
cellphone alcohol
caffeine 70%
give up alcohol
13. Which would you rather give up?
Flickr user BuzzFarmers
Telenav Study, August 2011
or
cellphone sex 33%
give up sex
14.
15. Social revolution on the Internet
1000
Job search
800 Politics
Beauty
600
…
400 Research
Newspapers
200
Photos
0 Lifestyles
E-mail Social Social
Platforms
0 20 40 60 80 100
2009 Users (million)
Number of site visits (index)
2010 Users (million)
Courtesy: Misiek Piskorski
16. Leaving a rich trail of datarich trail of data
Leaving a
17. Sources
enterprise systems social media mobile
• Customer Relationship • API • Mobile web
Management (CRM) • Text mining • Apps
• Manufacturing Resource
• SMS
Planning (MRP)
• Geolocation
• Finance resource
management (FRP)
• Supply Chain
Management (SCM)
• Human Resource
Management (HRM)
21. What do we measure?
Metrics • Keyword and campaign efficacy
• Audience behavior and ad effectiveness
• Sentiment analysis and economic Impact
• Cross-media and cross-device effects
• Social network characteristics
• Peer influence Constructs
• Engagement
• Trust and reciprocity
• Predictive accuracy
25. Go on the offense: 5 ideas to get started
1 Define a strategic goal
2 Create a social graph of customers
3 Identify influencers, sub-communities
4 Detect peer influence
5 Truly understand, predict and optimize
26. Go on the offense: 5 ideas to get started
1 Define a strategic goal
27. 1 Define a strategic goal
2 Create a social graph of customers
3 Identify influencers, sub-communities
28. Four decades of consumer engagement
1980’s 1990’s 2000’s 2010’s
Single Segmentation Customization Socially
message linked
Courtesy Rob Cain, CIO, Coca Cola Company
36. Product Co-occurrence Data
Message #1199 Civic vs. Audi A6 Honda Civic 252
Corolla by mcmanus Jul 21, Audi A6 Toyota Corolla 101
2007 (4:05 pm) Honda Civic Audi 6 252
Yes DrFill, the Honda car model is Honda Civic Toyota Corolla 2762
sporty, reliable, and economical vs Toyota Corolla Audi A6 101
the Corolla that is just reliable and Toyota Corolla Honda Civic 2762
economical. Ironically its Toyota
that is supplying 1.8L turbo ... Neon
to his 16 year old brother. I drove it Associative Network
about 130 miles today. Boy does
that put all this Civic vs. Corolla
back in perspective! The Neon is
Toyota
very crudely designed and built, Audi A6 Honda Civic
Corolla
with no low ...
Audi A6 --- 252 101
Honda Civic 252 --- 2762
Toyota
101 2762 ---
Corolla
P(A, B)
lift(A, B) =
Courtesy: Ghose et al, New York University
P(A) ´ P(B)
37. The Car Models Network
Spring embedded
Kamada Kawai graph
only ties with significant lifts
Courtesy: Ghose et al, New York University
( 2 p.value<0.01) are included
38. 1 Define a strategic goal
2 Create a social graph of customers
3 Identify influencers, sub-communities
4 Detect peer influence
39. Behavior of friends is correlated in time and space
Did you buy an iPhone? Did your friends?
iPhone 4 debut, Paris iPad 2 debut, Beijing
Photos courtesy Chris Dellarocas
44. Experimental Design
1. Randomly select 2000 users from the network
2. Half of them get the gift from us (group M) and half of them get no gift from us
(group NM)
3. Wait for a few weeks
4. Check if there is a significant difference in adoptions between friends of M and
friends of NM.
45. In the Last.fm case
Freemium > SubscriberFriendCnt 0.65 2.85 0 0.00 0.00 541.00
50% Higher likelihood of adoption
if friend adopts
Subscribed > SubscriberFriendCnt 2.85 10.35 0 1.00 0.00 709.00
46. 1 Define a strategic goal
2 Create a social graph of customers
3 Identify influencers, sub-communities
4 Detect peer influence
The Holy Grail
5 Truly understand, predict and optimize
53. Social Media & Business Analytics Collaborative
@SOBACO_UMN
carlsonschool.umn.edu/sobaco
MAY Our Data, Ourselves
Ramayya Krishnan
3 Heinz College, Carnegie Mellon University
NOV Social Media and Data Analytics
for Digital Marketing
20-22 Carlson Executive Education
Ravi Bapna & Anindya Ghose
Transitivity- many of the most interesting and basic questions of social structure arise with regard to triads. Triads allow for a much wider range of possible sets of relations.With un-directed data, there are four possible types of triadic relations (no ties, one tie, two ties, or all three ties). Counts of the relative prevalence of these four types of relations across all possible triples (that is a "triad census") can give a good sense of the extent to which a population is characterized by "isolation," "couples only," "structural holes" (i.e. where one actor is connected to two others, who are not connected to each other), or "clusters."