The document discusses social media analytics and careers. It covers topics like social engagement, social CRM, data mining, the psychological state of the consumer, key challenges for businesses, and where new jobs will come from related to social media analytics. It suggests businesses will need to move from being transactional to building relationships with customers through social media engagement and analytics.

1. Social Media Analytics & Careers
Email: suresh.sood@uts.edu.au
LinkedIn: sureshsood
Skype: sureshsood
Twitter: soody
Google +: http://gplus.to/soody

2. Social Media Analytics & Careers
1. Social engagement and game changers
2. Social CRM and Data Mining
3. The psychological state of the consumer
4. The key challenge for the business
5. Move to a predictive organisation
6. Where will the new jobs come from ?

4. 1. Authenticity
2. Advocacy
3. Marketing is real time conversations and feedback
4. Brand is the conversations

5. Social Trash Cans, City of Lucern (Switzerland)
Source: Neue Luzerner Zeitung Online, 11. Mai 2011
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6. 3 Key Game Changers Enhancing Social - 2014
Connected TV Shipments to Grow
at CAGR of 58 Percent through
2014 with the Asia-Pacific region is Google prototype motion-sensitive headset integrating
the driving force, with CAGR of GPS capabilities, Siri-style voice command and a camera.
over 60% and representing almost Available consumers ~ 2014. Wearables a new front in
half of global shipments by 2014. platform war with competitors ( Apple and Facebook)
disrupting the vast global eyeglasses market worth $96bn
by 2015.
Simplification of video-conferencing in work or home
Prescription glasses benefit from instant focus-switching
capabilities and opticians gain a stream of real-time data
from patients Source: Google+
Gross transaction value of mobile payments in Asia Pacific to rise to
$316 billion in 2014. According to forecasts, the combined global
market for mobile payments is expected to exceed US$1 trillion by
2014, with over one billion users in that year.

7. Future pop sensations YouTube-driven:
globalised acts from Asia and South America
• Global web demand for “Gangnam Style” short-circuited the traditional
reluctance of radio stations to play a foreign-language hit.
• Future music stars not obliged to sing in English
• “The explosion of mobile devices and smart phones means for the first
time we can communicate with millions of consumers in parts of the world
where we’ve never been able to go before,” said Mr Hole. “The
investment will be in all genres and languages, from local music in China to
Portugal and Colombia. We’re seeing small revenues for the first time
from Vietnam, Cambodia, Africa and Peru.”
• Brazil is tipped to become the next musical powerhouse. Michel Teló
scored a number one across Europe with “Ai Se Eu Te Pego!”, a song used
to accompany football goal celebrations. Simon Cowell’s Syco company
has bought the right.
the UK Independent, 12 November 2012

8. YouTube Statistics
Traffic
Over 800m unique users visit YouTube each month
Over 4b hours of video watched each month on YouTube
72 hours of video are uploaded to YouTube every minute
70% of YouTube traffic comes from outside the US
In 2011, YouTube had more than 1 trillion views (140 views for every person on Earth)
Mobile and Devices
Traffic from mobile devices tripled in 2011
More than 20% of global YouTube views come from mobile devices
3 hours of video is uploaded per minute to YouTube from mobile devices
YouTube is available on 350 million devices
Social
500 years of YouTube video are watched every day on Facebook
Over 700 YouTube videos are shared on Twitter each minute
100 m people take social action on YouTube (likes, shares, comments, etc) every week
Every ‘dislike 10 ‘likes’ (people like to tell others about what they love)
http://www.youtube.com/t/press_statistics

9. http://www.google.com/adplanner/static/top1000/index.html

10. Facebook Segmentation by precise interests ( 19 March 2012)
and age > 18
Interest Global UK Germany Russia France Hong Kong Malaysia Singapore Australia
#Thailand 6,500,000 78,340 44,880 4,240 48,890 22,520 115,240 28,160 48,300
#Thai 2,200,000 22,860 14,100 660 22,140 3,720 34,820 13,360 17,160
Language
Muay 1,300,000 64,420 38,000 1,460 48,400 6,600 38,400 8,320 40,300
People with interests in Thailand and Thai have suggested likes and interests:
#Indonesia , #Bodyslam (band), #Malaysia, Bodyslam, #Vietnamese language, #Bangkok
People with interests in Muay Thai Boxing have suggested likes and interests:
#Rajadamnern Stadium, #Brazilian Jiu-Jitsu, #Kathoey, #Mixed martial arts, #Lumpinee Boxing Stadium and Brazilian
Jiujitsu
Key social networks vary by country and Facebook is not the largest in select markets e.g. China, Germany, Austria, Russia
and Korea

12. …Blogs are like conversations with friends. You share what you feel and what
excites you about certain things. It's almost as good as being there. The
fact that others can Google your topic and read is like tuning into a
television station.
We all want to know what's out there. Who's doing what, shopping
where and what products help others. Blogs are just another way to share
all the great things, not so great things and just a part of who we are. An
outlet if you will. The blogisphere community is all connect and we make
contacts in many ways. Through posts, through twitter
conversations, through smaller nit community's, live web casts, and
through conferences that we met in person. We make many friends and
help each other with lot of topics. Many of us are Mom bloggers who stay
at home and have no way of making new friends or communicating with
others until we found blogging. Blogging creates friendships and that's
what makes us real and connected.
40 year old Mom blogger “nightowlmama” (#260)
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13. Social CRM integrates social data
13

14. Aquarius,Aries,Cancer,Capricorn,Gemini,Leo,Libra,
Pisces, Sagittarius,Scorpio,Taurus,Virgo
An-Verb,An-Vis,Hol-Verb,Hol-Vis
A&F,Beijing ,Gucci,LVMH,New York,Old
Navy, ,Paris, Sydney, Tiffany, Tokyo, Tommy, Ve
rsace
Depriv/Enhance,Enhance/Depriv
Africa,Argentina,Australia,Australia/Hong
Kong, Austria, California, Canada, China, Egypt, Engla
nd, Finland, France
Germany, Guernsey, Holland, India, Indonesia, Ireland
, Israel, Italy Ambivalent, Employee, Opposer, Reporter, Supporter
, Japan, Kuwait, Malaysia, Nepal,Paraguay 11. Committed Partnerships, 12. Compartmentalised
, Philippines, Phillipines, Portugual, Saudi Friendship,13. Childhood friendship,14. Courtship,15. Fling, 16.
Arabia, Singapore South Secret-Affair, 17. Enslavement , 2. Marriages of Convenience,3.
Africa, Spain, Sweden, Taiwan, Thailand,UK ,USA Best Friendships,4. Kinships, 5. Rebounds/ Avoidance-Driven,6.
Courtships,7.Dependencies 8. Enmities, 9. Love-Hate (Sweeney and
Chew)

15. 15

16. Model Comparison By Variables/Predictors

17. “…According to the spreading activation
model of Collins and Loftus (1975), the
concepts (or brands in this case) are
represented in memory as nodes…”
“Most of what we know we don’t know we know. It usually seems that we
consciously will our actions, but this is an illusion” (Wenger, Daniel 2002)
17

18. Elaboration of Trip to Paris Blog Story (Means-End & Heider)
Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing
18."We went on Fat
17. "I wanted Paige to get a feel Tire's day trip to
+ 19....."I know Paige will
for shopping experiences that Monet's gardens and treasure the memory of
she would not have at home (aka house in Giverny, about this girl's trip for many
the ubiquitous mall). " 16. "On our trip to Giverny, we met a young an hour outside Paris."+ years to come."
woman from Brisbane, Australia who was
traveling on her own and we invited her to join
us. Three of us enjoyed delicious and
innovative soufflés, while Paige had the rack of
3. Paris
lamb. We shared two dessert soufflés, one 11.Sites
+ chocolate and the other cherry/almond. Yum" •The Marais
•Notre Dame
•L'Arc de Triomphe - 248 steps up and 248 steps
+ down...
1.Gayle 15." Michael Osman is an American artists •Champs Elysee
living in Paris." •Jacquemart Museum
"He supplements his income by being a •Louvre Lite
+ tour guide." I" found out about him on
Fodors"
•Musee D'Orsay
•Les Invalides, Napoleon's Tomb and the
2. Paige "So I engaged Michael for two days." Napoleon Museum
•Sacre Coeur
•Monmartre
+ 14. "They had decide to come to Paris •Rodin Museum
to find the Harley Davidson store so •Pompidou Museum
they could buy Harley Paris t-shirts." •Train to Vernon, bike to Giverny with Fat Tire
4.”The occasion
Bike Tours
was my cousin 5. “I am a Canadian
•http://www.fattirebiketoursparis.com/
Paige’s 16th” and get by in
13."The father stretched out his cupped •Eiffel Tower
French.”
hands which held all of the pieces they were
able to recover, including the memory stick
and he very solemnly said, "El muerto...".
6. "All I can say is WOW! We rented a 2 9. "I bought a Paris Pratique pocket-sized book at a
bedroom, 1 ½ bath apartment (two 12. Unforgettable Memories Metro station. This handy guide has detailed maps
showers), "Merlot" from ParisPerfect "This trip had so many memories, but here are a few choice of each arrondisement, as well as the metro
http://www.parisperfect.com/ and boy was highlights........On our very first night, knowing that the Eiffel lines, the bus lines, the RER and the SCNF (trains).
it ever perfect! " Tower light show started at 10:00 p.m.... she [Paige] dropped I'll never be without this again."
her camera…down 6 flights…we were stunned…Spanish
Family below standing below *with pieces of the camera+”
7. “We had a full view of the Eiffel from 10."Six months before our trip, I gave
our charming little terrace. ....We were 8. "We were walkable to many good Paige a couple of good guide books on
within walking distance to two metro bistros, cafes and bakeries and only a Paris and suggested she let me know
stops (Pont d'Alma or Ecole Militaire) " few blocks from the wonderful market
street Rue Cler."
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what her interests were since after all,
this was to be her trip."

19. Tag Cloud of Paige’s Story About Travel to Paris
Created from Daniel Steinbock’s TagCrowd under Creative Commons ©
19 19

20. Linguistic Inquiry and Word Count (LIWC)
Text Analysis : The Psychological Power of Words
LWIC dimension “I love Paris” Personal texts Formal texts
Paige’s Story
Self-references 6.12 11.4 4.2
(I, me, my)
Social words 10.55 9.5 8.0
Positive emotions 3.04 2.7 2.6
Negative emotions 0.54 2.6 1.6
Overall cognitive words 4.12 7.8 5.4
Articles (a, an, the) 7.74 5.0 7.2
Big words (> 6 letters) 18.40 13.1 19.6
Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC):
LIWC2001. Mahwah: Lawrence Erlbaum Associates.
20

21. 21

22. 22

24. Challenge Today : Moving from
Transactions Alone to Relationships
Current State Future State
= Transactions = Customer or Citizen Engagement
(relationships)
We do this stuff well e.g.
Fines, Service Fees … We don’t do this really e.g. User
generated
content, ratings, reviews, 1:1
dialogue
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25. Relationships Matter
“For the public, being able to reach someone who listens to
you and treats your ideas and questions respectfully is
another important dimension of accountability. Based on
what we learned in these focus groups, this human
connection is generally more meaningful to people than
accountability measures like performance indicators and
progress on benchmarks. For most people, not being able
to talk to someone is a signal that the institution doesn’t
genuinely care about the public”.
“How An Overreliance On Accountability Could Undermine The Public's Confidence In
Schools, Business, Government, And More”, A Report from Public Agenda and the Kettering Foundation,2011

26. WHAT DO CUSTOMERS WANT ?
A Relationship
Accessibility Promptness Follow Up
Responsiveness Promises Kept No Surprises
Knowledgeable People Kept Informed Do It Right First Time
Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”
26

27. The Predictive Organisation
Convergence of 3 key Driving Technologies
Big Data Analytics
Internet of Things
Social Media (Sensor Laden Devices)

28. Data Driven Book Publishing (Hiptype)

29. Roadmap: Evolution of Rigid Business to Predictive (Social) Business
Predictive
Rigid Flexible Connected Adaptive (Social)
Silo, rigid
Themes
Hoarding info
Freely share info and
Vs. collaboration
Knowledge on internal basis
acting social with customers
2 –way communications Connected internal and
External. Listening and
Learning. Internal and
external engagement
Shared via hub and
Spoke. Employees
Connected directly to
Customers.
Agile, integrate customer
Experiences and feedback
Loops. Listening and
Learning now become
analyse and extract insights
Shift from reactive to
Makes sense of data
Proactive and predictive
And transforms into
Business uses social
Intelligence. Respond in
media heavily and is
Real time
flexible, connected, adap
tive and predictive in
terms of customer
experiences,
needs and new
opportunities. Predict
scenarios before they
occur maximise
opportunity and limit risk
(Adapted from Solis, 2012)

30. Roadmap: Evolution of Rigid Business to Predictive (Social) Business
Predictive
Rigid Flexible Connected Adaptive (Social)
Themes
What conversations are taking place?
When and where are conversations taking place?
What are the sentiment of conversations?
What actions are required?
Why are these conversations occurring?
What if conversations continue?
What conversations are next?
How can we lead conversations?
(Adapted from Solis, 2012)

31. Detecting flu trends using search engine query data (intentionality)
31

32. 21st Century Focus Group: Twitter and Marketing Predictions
• Tweets is “found data” without asking questions
• More meaning than typical search engine query
• Large numbers of passive participants in natural settings
• Twitter can predict the stock market (Lisa Grossman, Wired, Oct 19 2010)
• Predict movie success in first few weekends of release
– “…it also raises an interesting new question for advertisers and marketing
executives. Can they change the demand for their film, product or service buy
directly influencing the rate at which people tweet about it? In other
words, can they change the future that tweeters predict?”
Tech Review, http://www.technologyreview.com/blog/arxiv/25000/ 32

34. How much is reputation capital worth?
Good reputation activates reward related brain areas
(striatum)
The merged image (fMRI) of
two images of the striatum
activated by monetary
(green) and social (purple)
rewards
Sources: Botsman (2012) Welcome to the new reputation economy, Wired magazine 20 August 2012
Neuron, Vol 58, 284-294, 24 April 2008
Processing of Social and Monetary Rewards in the Human Striatum
Keise Izuma,Daisuke N. Saito,and Norihiro Sadato
http://www.neuron.org/content/article/abstract?uid=PIIS0896627308002663

35. Bank 2.0
CRED (credibility) =
( credit score, eBay rating, P2P money transfers,
Facebook friends, LinkedIn connections, Klout,
referrals, bill payments)

36. Where will the new jobs in social media come from?
1. Data scientist for insights from social media? (Business/IT)
2. Social media compliments all organisation wide data
3. Social media data goes beyond marketing, business or IT
4. Requirement to take real time social media data and circulate
across organisation ?
5. Who is responsible ?
6. Reporting structure?
7. Do we need a new organisation or team?
8. Is this about organisational change?
9. A Social media Centre of Excellence
10. What happens if opportunities exist from the social media insights?

37. Community Manager/Curator
Serve customers through listening and responding to needs vs. marketing or advertising.
Focus on launching and growing the community through:
Invite creators and influencers to become charter members of the community
Create evangelists through providing exclusive access to new information,
attendance at pre-launch party and have them provide feedback for future initiatives
Start community with conversations and have community manager encourage sharing
stories of problems, overcoming issues and successes
Ensure community can be readily found with links from web sites, blogs
and other popular social media.
Accelerate community adoption through existing marketing efforts including
emails newsletters and create a sense of urgency.

38. High Calibre Analytics Graduates

39. Data Scientist Job Roles
(LinkedIn 16 September 2012)
Notes: Word count shown next to each word
Exclusion words: ability area bay com experience francisco job linkedin preferred san

40. 24104 Emerging Marketing Issues and Social Media
Assessment item 1: Project (Group)
Objective(s): This addresses Subject Learning Objective/s 1-4 Weighting: 30%
Due: The group report is due by start of lecture in Week 14.
Length: The final deliverable report requires to be of sufficient length to document:
1. The acquisition of the social data and supporting process
2. Visualisation of the network data and key measures
3. Description of models built from social data
4. Conclusion highlighting any useful insights
Task: Groups of students (4-5) participate in a practical project to data mine social media data.
Completion of this task requires the group to provide a report documenting the experience in acquiring and discovering the
social data using visualisation, setting up the data mining environment, describing the findings with regard to the models
built from the data and concluding insights. The approach to mine the data is in 2 stages:
1. Visualise a social network of data freely available to the group e.g. LinkedIn, Twitter, YouTube, Facebook, email,Flickr.
Identify and describe key network measures
2. Mine the data to build models from the social data
This project uses the sophisticated REVOLUTION R ENTERPRISE software as a platform for data mining. The software is
free for academic use. The Rattle (R Analytical Tool To Learn Easily) package provides a graphical user interface specifically
for data mining using R and overcomes the need to use heavy programming.
The following resources help to bootstrap the group project:
AnalyticsBridge - A social network for analytics professionals
Furnas, Alexander ( 2012) Everything You Wanted to Know About Data Mining but Were Afraid to Ask, the Atlantic, 3 April
http://www.theatlantic.com/technology/archive/2012/04/everything-you-wanted-to-know-about-data-mining-but-were-afraid-
to-ask/255388/

41. Caution!
“Children never put off till
tomorrow what will keep
them from going to bed
tonight”
ADVERTISING AGE
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