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Insights From
Social Media
Creative Entrepreneur, Media City, Salford
23th November, 2016
Hello!
I’m Wasim Ahmed from the
University of Sheffield
PhD student (Information School )
Research Associate (Management S...
About my
PhD
⊙ PhD project (Faculty Scholarship)
examines infectious disease
outbreaks on Twitter.
⊙ Aim is to develop a b...
Reasons for
using social
media
⊙ Regular contributor to the LSE
Impact blog on social media
⊙ Regularly talk at conference...
1
Why use Social
Media?
Reasons for
using social
media
(Industry)
⊙Build brand awareness
⊙Generate direct sales
⊙ Provide better customer service
...
Reasons for
using social
media
(Research)
⊙ Network with other researchers
⊙ Use social media to share and
exhange resourc...
2
How has Social
Media been
used?
How Social
Media has
been used
⊙ Used to increase brand
recognition and authority
⊙Building communities on
platforms
⊙Incr...
How Social
Media has
been used
by
organisations
⊙ Building brand loyalty and
ambassadors, influencers
⊙ Improving customer...
How Social
Media has
been used
by
consumers
⊙ Real time customer service
⊙ Being ‘in the know’ , special
offers etc
⊙ Chan...
How Social
Media has
been used
by
academics
How Social
Media has
been used
by
academics
How Social
Media has
been used in
research
⊙ Social media data has been
utilized by research projects
seeking to better un...
Popularity of
Twitter for
research
from my
article on the
LSE Impact
blog
⊙Twitter is a popular platform in terms
of the m...
Popularity of
Twitter for
research
⊙Twitter has hashtag norms which
make it easier gathering, sorting, and
expanding searc...
Popularity of
Twitter for
research
⊙The Twitter API is more open and
accessible compared to other social
media platforms, ...
This talk
looks at
Twitter
o When Twitter began to take
off a number of marketing
professionals tried to exploit it
for co...
500 million tweets a day
That’s a lot of data!
316 million monthly active users
and
Twitter reports as having:
What is
Twitter?
o Twitter allows brief <140 character
text updates, know as ‘tweets’, to be
shared with other users as we...
Toyota ⊙Toyota had to recall a number
of its cars in 2009 ad 2010 due
to a serious safety fault which
resulted in the deat...
Toyota o As soon as the recall crisis start
getting media attention
Toyota quickly put together an
‘Online Newsroom’ and a...
Sony
Playstation
Network
o In mid-April 2011 the
PlayStation Network was shut
down without explanation
o Frustrations quic...
Sony
Playstation
Network
o The lack of regular updates
and information from Sony
served to incense users
o Users struggled...
Sony
Playstation
Network
o “I think It is pretty disgusting
that Sony have waiting 7 days
to tell users that their Credit
...
3
How can you
measure Social
Media?
How can you
measure
social
media?
o Many social listening tools such
as Visibrain, Pulsar, and
DiscoverText
o Location bas...
How can you
measure
social
media?
o Visibrain
o Pulsar
How can you
measure
social
media?
Echosec
o
How can you
measure
social
media?
DiscoverText
NODEXL
Network Overview Discovery and Exploration for
Excel
Different
Types of API
Application Programming Interface (API)
Twitter’s Search API – focused on relevance and
not complet...
NODEXL
o Network Overview, Discovery, and
Exploration for Excel (NodeXL) is a
graph visualization tool.
o Allows the extra...
Gaining
insights
Social media managers or digital teams
may be faced with a number of questions
such as:
• How do we incre...
NODEXL
o From a network point-of-view this translates to:
o How do we build a network reach?
o What divisions or groups ar...
Social Network Analysis
Social
Network
Analysis
Social Network Analysis (SNA) is “the process of
investigating social structures through the use o...
NODEXL
Early social network diagram of relationships among workers in a factory. The
diagram illustrates the positions dif...
NODEXL
•The World Wide Web is a big
network where pages are nodes and
links are edges​
•The Internet is a network where
no...
Basic
network
graph of
#Durkheim
The circles represent the “vertices” (or Twitter users) and
the lines represent the “edge...
Basic
network
graph of
#Durkheim
• The larger the vertex the higher
factor of “betweenness centrality”
• So largest vertic...
NODEXL
Network
Graph of
#CreativeEnt
(tweeted over the 8-day,
12-hour, 37-minute period
from Wednesday, 02
November 2016 a...
NODEXL
Alongside the graph metrics such as
the following are produced overall
and by group level:
• Top Influencers
• Top ...
NODEXL
• Produces metrics overall and by
group of users (users are grouped
by tweet content)
• By looking at different met...
6 Types of
Network
Structure
6 Types of
Network
Structure
View in Excel
#WorldMent
alHealthDay
The tweets in the network
were tweeted over the 19-
minute period from
Saturday, 10 October
2015 at...
@shell OR (shell
(oil OR OR gas
OR climate OR
environment OR
ecology OR
health OR spill
OR fossil
The tweets in the networ...
@hotelfootballuk
via NodeXL
The network was obtained
from Twitter on Monday,
21 November 2016 at
21:46 UTC. The tweets in
...
@hotelfootballuk
via NodeXL
Interactive
version
The network was obtained
from Twitter on Monday,
21 November 2016 at
21:46...
@hotelfootballuk
via NodeXL
Interactive
version
The network was obtained
from Twitter on Monday,
21 November 2016 at
21:46...
Smart Tweet
Monitor
Social
Media on
the go with
NodeXL
Place your screenshot here
Buy graphs
on the go!
Place your screenshot here
4
What if you
started using
Social Media?
Social Media
could help
you to:
o Build brand awareness
o Generate direct sales
o Provide better customer service
o Build ...
How could
you use
NodeXL?
o NodeXL can show the divisions or groups
present when users mention a brand
o It can highlight ...
How could
you use
NodeXL?
o NodeXL can show the divisions or groups
present when users mention a brand
o It can highlight ...
Practical Element
NodeXL
graph gallery
o Navigate to the NodeXL graph gallery
using the following URL:
http://www.nodexlgraphgallery.org/
o ...
Thanks!
Any questions?
You can find me at
@was3210
Credits Special thanks to all the people who
made and released these awesome
resources for free:
⊙ Presentation template b...
Upcoming SlideShare
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Insights From Social Media

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Slides from a practical workshop on gathering customer insights from social media using Social Network Analysis (SNA) with NodeXL and Twitter. SNA allows you to gain insight from thousands of tweets and messages on a range of topics for marketing research or academic use. NodeXL reports can be used for measuring and monitoring an organisation’s own performance as well as a competitors´ performance. At the highest level, a SNA approach allows social media managers to recognize what their audience looks like.

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Insights From Social Media

  1. 1. Insights From Social Media Creative Entrepreneur, Media City, Salford 23th November, 2016
  2. 2. Hello! I’m Wasim Ahmed from the University of Sheffield PhD student (Information School ) Research Associate (Management School) You can find me at @was3210
  3. 3. About my PhD ⊙ PhD project (Faculty Scholarship) examines infectious disease outbreaks on Twitter. ⊙ Aim is to develop a better understanding of how people respond to outbreaks on Twitter. ⊙ Potential to better inform health authorities (NHS/WHO/UN) when disseminate.
  4. 4. Reasons for using social media ⊙ Regular contributor to the LSE Impact blog on social media ⊙ Regularly talk at conferences, industry events, and to government related to social media ⊙ Visibrain Blog Partner, Connected Action Partner, Echosec Advisor, SMRF Member, and NSMNSS member.
  5. 5. 1 Why use Social Media?
  6. 6. Reasons for using social media (Industry) ⊙Build brand awareness ⊙Generate direct sales ⊙ Provide better customer service ⊙ Build relations with customers ⊙ Boost loyalty
  7. 7. Reasons for using social media (Research) ⊙ Network with other researchers ⊙ Use social media to share and exhange resources ⊙ Use social media to conduct research in a diverse range of topics
  8. 8. 2 How has Social Media been used?
  9. 9. How Social Media has been used ⊙ Used to increase brand recognition and authority ⊙Building communities on platforms ⊙Increasing sales conversions
  10. 10. How Social Media has been used by organisations ⊙ Building brand loyalty and ambassadors, influencers ⊙ Improving customer insights (Visibrain, Pulsar, NodeXL, DiscoverText)
  11. 11. How Social Media has been used by consumers ⊙ Real time customer service ⊙ Being ‘in the know’ , special offers etc ⊙ Channel for customer feedback
  12. 12. How Social Media has been used by academics
  13. 13. How Social Media has been used by academics
  14. 14. How Social Media has been used in research ⊙ Social media data has been utilized by research projects seeking to better undertstand: ⊙ Health ⊙ Natural disasters ⊙ Riots ⊙ Crisis events ⊙ Politics
  15. 15. Popularity of Twitter for research from my article on the LSE Impact blog ⊙Twitter is a popular platform in terms of the media attention it receives and it therefore attracts more research due to its cultural status ⊙Twitter makes it easier to find and follow conversations (i.e., by both its search feature and by tweets appearing in Google search results)
  16. 16. Popularity of Twitter for research ⊙Twitter has hashtag norms which make it easier gathering, sorting, and expanding searches when collecting data ⊙Twitter data is easy to retrieve as major incidents, news stories and events on Twitter tend to be centred around a hashtag
  17. 17. Popularity of Twitter for research ⊙The Twitter API is more open and accessible compared to other social media platforms, which makes Twitter more favourable to developers creating tools to access data. ⊙Many researchers themselves are using Twitter and because of their favourable personal experiences, they feel more comfortable with researching a familiar platform.
  18. 18. This talk looks at Twitter o When Twitter began to take off a number of marketing professionals tried to exploit it for commercial purposes
  19. 19. 500 million tweets a day That’s a lot of data! 316 million monthly active users and Twitter reports as having:
  20. 20. What is Twitter? o Twitter allows brief <140 character text updates, know as ‘tweets’, to be shared with other users as well as images, videos, and links. o Tweets can contain thoughts, feelings, activities, and opinions (Chew and Eysenbach, 2010).
  21. 21. Toyota ⊙Toyota had to recall a number of its cars in 2009 ad 2010 due to a serious safety fault which resulted in the deaths of over 50 people
  22. 22. Toyota o As soon as the recall crisis start getting media attention Toyota quickly put together an ‘Online Newsroom’ and a ‘Social Media Strategy Team’ to coordinate all the media releases
  23. 23. Sony Playstation Network o In mid-April 2011 the PlayStation Network was shut down without explanation o Frustrations quickly spread through social media sites such as Twitter as gamers around the world voiced their annoyance
  24. 24. Sony Playstation Network o The lack of regular updates and information from Sony served to incense users o Users struggled to determine what was fact and what was rumour on Twitter
  25. 25. Sony Playstation Network o “I think It is pretty disgusting that Sony have waiting 7 days to tell users that their Credit Card details may have been compromised”. o “I bet the hacker will get emails out quicker than Sony!”
  26. 26. 3 How can you measure Social Media?
  27. 27. How can you measure social media? o Many social listening tools such as Visibrain, Pulsar, and DiscoverText o Location based tools such as Echosec o Presentation looks specifically at NodeXL in gaining insights from social media data and leveraging this as intelligence
  28. 28. How can you measure social media? o Visibrain o Pulsar
  29. 29. How can you measure social media? Echosec o
  30. 30. How can you measure social media? DiscoverText
  31. 31. NODEXL Network Overview Discovery and Exploration for Excel
  32. 32. Different Types of API Application Programming Interface (API) Twitter’s Search API – focused on relevance and not completeness, some tweets and users may be missing from results (7 days back in time up to 3200 queries) Twitter Streaming API – The Streaming APIs give developers low latency access to Twitter’s global stream of tweet data (live stream) Firehose API – in theory, 100% of Twitter data (most software allows up to 30 days worth of historical tweets). Pay for service & one of Twitters revenue streams.
  33. 33. NODEXL o Network Overview, Discovery, and Exploration for Excel (NodeXL) is a graph visualization tool. o Allows the extraction of data from a number of popular social media platforms including Twitter, YouTube, and Facebook. o Instagram capabilities in beta
  34. 34. Gaining insights Social media managers or digital teams may be faced with a number of questions such as: • How do we increase the visibility of our messages? • How can we increase the number of followers, likes and retweets? • How do we become top influencers around certain discussions? • How can we make some of our messages viral? • How do we gain actionable insight?
  35. 35. NODEXL o From a network point-of-view this translates to: o How do we build a network reach? o What divisions or groups are present when users mention our brand? o Who are the most influential people in the discussion? o What exactly are they talking about?
  36. 36. Social Network Analysis
  37. 37. Social Network Analysis Social Network Analysis (SNA) is “the process of investigating social structures through the use of network and graph theories” (Otte, Evelien, Rousseau, and Ronald, 2002) Key terminology: Node = ‘actor’ on which relationships act Edge = relationship which connects nodes
  38. 38. NODEXL Early social network diagram of relationships among workers in a factory. The diagram illustrates the positions different workers occupy within the workgroup. Originally published in Roethlisberger, F., and Dickson, W. (1939). Management and the worker. Cambridge, UK: Cambridge University Press.
  39. 39. NODEXL •The World Wide Web is a big network where pages are nodes and links are edges​ •The Internet is a network where nodes are computers and edges are physical connections between devices
  40. 40. Basic network graph of #Durkheim The circles represent the “vertices” (or Twitter users) and the lines represent the “edges” (connections between Twitter users) and the arrows on the lines show the direction of the edge (who is tweeting at who).
  41. 41. Basic network graph of #Durkheim • The larger the vertex the higher factor of “betweenness centrality” • So largest vertices are ones with many connections to others and act as a ‘bridge’ between other vertices i.e., Twitter users • Important to note there are other centrality measures
  42. 42. NODEXL Network Graph of #CreativeEnt (tweeted over the 8-day, 12-hour, 37-minute period from Wednesday, 02 November 2016 at 11:05 UTC to Thursday, 10 November 2016 at 23:42 UTC)
  43. 43. NODEXL Alongside the graph metrics such as the following are produced overall and by group level: • Top Influencers • Top URLs • Top Hashtags • Top Words • Top Mentioned • Top Tweeters
  44. 44. NODEXL • Produces metrics overall and by group of users (users are grouped by tweet content) • By looking at different metrics associated with different groups (G1, G2, G3 etc) you can see the different topics that users may be talking about
  45. 45. 6 Types of Network Structure
  46. 46. 6 Types of Network Structure
  47. 47. View in Excel
  48. 48. #WorldMent alHealthDay The tweets in the network were tweeted over the 19- minute period from Saturday, 10 October 2015 at 13:03 UTC to Saturday, 10 October 2015 at 13:23 UTC.
  49. 49. @shell OR (shell (oil OR OR gas OR climate OR environment OR ecology OR health OR spill OR fossil The tweets in the network were tweeted over the 10- day, 18-hour, 41-minute period from Monday, 31 October 2016 at 06:16 UTC to Friday, 11 November 2016 at 00:57 UTC.
  50. 50. @hotelfootballuk via NodeXL The network was obtained from Twitter on Monday, 21 November 2016 at 21:46 UTC. The tweets in the network were tweeted over the 9-day, 13-hour, 32-minute period from Saturday, 12 November 2016 at 07:59 UTC to Monday, 21 November 2016 at 21:32 UTC.
  51. 51. @hotelfootballuk via NodeXL Interactive version The network was obtained from Twitter on Monday, 21 November 2016 at 21:46 UTC. The tweets in the network were tweeted over the 9-day, 13-hour, 32-minute period from Saturday, 12 November 2016 at 07:59 UTC to Monday, 21 November 2016 at 21:32 UTC.
  52. 52. @hotelfootballuk via NodeXL Interactive version The network was obtained from Twitter on Monday, 21 November 2016 at 21:46 UTC. The tweets in the network were tweeted over the 9-day, 13-hour, 32-minute period from Saturday, 12 November 2016 at 07:59 UTC to Monday, 21 November 2016 at 21:32 UTC.
  53. 53. Smart Tweet
  54. 54. Monitor Social Media on the go with NodeXL Place your screenshot here
  55. 55. Buy graphs on the go! Place your screenshot here
  56. 56. 4 What if you started using Social Media?
  57. 57. Social Media could help you to: o Build brand awareness o Generate direct sales o Provide better customer service o Build relations with customers o Boost loyalty o Increase brand recognition and authority o Build communities o Increase sales conversions
  58. 58. How could you use NodeXL? o NodeXL can show the divisions or groups present when users mention a brand o It can highlight the most influential people in a discussion, and provide features to target them o It can help us to understand what people talk about (graphs will vary week by week) o By examining the Top URLs, Top Hashtags, Top Words, Top Mentioned, and Top tweeters, NodeXL can guide the dissemination of relevant content
  59. 59. How could you use NodeXL? o NodeXL can show the divisions or groups present when users mention a brand o It can highlight the most influential people in a discussion, and provide features to target them o It can help us to understand what people talk about (graphs will vary week by week) o By examining the Top URLs, Top Hashtags, Top Words, Top Mentioned, and Top tweeters, NodeXL can guide the dissemination of relevant content
  60. 60. Practical Element
  61. 61. NodeXL graph gallery o Navigate to the NodeXL graph gallery using the following URL: http://www.nodexlgraphgallery.org/ o Browse the gallery, and find a network graph of interest o Examine the different groups, and try out the interactive explorer
  62. 62. Thanks! Any questions? You can find me at @was3210
  63. 63. Credits Special thanks to all the people who made and released these awesome resources for free: ⊙ Presentation template by SlidesCarnival ⊙ Photographs by Unsplash

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