Social Media Analytics & Careers

Email: suresh.sood@uts.edu.auLinkedIn: sureshsoodSkype: sureshsoodTwitter: soodyGoogle +: http://gplus.to/soodyslideshare.net/ssood/social-career

Social Media Analytics & Careers

1. Social engagement and game changers2. Social CRM and Data Mining3. The psychological state of the consumer4. The key challenge for the business 5. Move to a predictive organisation6. Where will the new jobs come from ?

1. Authenticity 2. Advocacy3. Marketing is real time conversations and feedback4. Brand is the conversations

videos

tweets

posts

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Social Trash Cans, City of Lucern (Switzerland)

Source: Neue Luzerner Zeitung Online, 11. Mai 2011

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 the driving force, with CAGR of over 60% and representing almost half of global shipments by 2014.

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.

Google prototype motion-sensitive headset integrating GPS capabilities, Siri-style voice command and a camera. Available consumers ~ 2014. Wearables a new front in platform war with competitors ( Apple and Facebook) disrupting the vast global eyeglasses market worth $96bn by 2015.Simplification of video-conferencing in work or homePrescription glasses benefit from instant focus-switching capabilities and opticians gain a stream of real-time data from patients Source: Google+

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

TrafficOver 800m unique users visit YouTube each monthOver 4b hours of video watched each month on YouTube72 hours of video are uploaded to YouTube every minute70% 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 DevicesTraffic from mobile devices tripled in 2011More than 20% of global YouTube views come from mobile devices3 hours of video is uploaded per minute to YouTube from mobile devicesYouTube is available on 350 million devicesSocial500 years of YouTube video are watched every day on FacebookOver 700 YouTube videos are shared on Twitter each minute100 m people take social action on YouTube (likes, shares, comments, etc) every weekEvery ‘dislike 10 ‘likes’ (people like to tell others about what they love)

YouTube Statistics

http://www.youtube.com/t/press_statistics

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

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 Language

2,200,000 22,860 14,100 660 22,140 3,720 34,820 13,360 17,160

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

…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)12

Social CRM integrates social data

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Aquarius,Aries,Cancer,Capricorn,Gemini,Leo,Libra, Pisces, Sagittarius,Scorpio,Taurus,Virgo

Ambivalent, Employee, Opposer, Reporter, Supporter 11. Committed Partnerships, 12. Compartmentalised Friendship,13. Childhood friendship,14. Courtship,15. Fling, 16. Secret-Affair, 17. Enslavement , 2. Marriages of Convenience,3. Best Friendships,4. Kinships, 5. Rebounds/ Avoidance-Driven,6. Courtships,7.Dependencies 8. Enmities, 9. Love-Hate (Sweeney and Chew)

Africa,Argentina,Australia,Australia/Hong Kong, Austria, California, Canada, China, Egypt, England, Finland, France Germany, Guernsey, Holland, India, Indonesia, Ireland , Israel, Italy , Japan, Kuwait, Malaysia, Nepal,Paraguay , Philippines, Phillipines, Portugual, Saudi Arabia, Singapore South Africa, Spain, Sweden, Taiwan, Thailand,UK ,USA

A&F,Beijing ,Gucci,LVMH,New York,Old Navy, ,Paris, Sydney, Tiffany, Tokyo, Tommy, Versace

An-Verb,An-Vis,Hol-Verb,Hol-Vis

Depriv/Enhance,Enhance/Depriv

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Model Comparison By Variables/Predictors

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“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)

“…According to the spreading activation model of Collins and Loftus (1975), the

concepts (or brands in this case) are represented in memory as nodes…”

1.Gayle

3. Paris

2. Paige

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4.”The occasion was my cousin Paige’s 16th”

5. “I am a Canadian and get by in French.”

6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! "

7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) "

8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler."

9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again."

10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip."

11.Sites•The Marais•Notre Dame•L'Arc de Triomphe - 248 steps up and 248 steps down...•Champs Elysee•Jacquemart Museum•Louvre Lite•Musee D'Orsay•Les Invalides, Napoleon's Tomb and the Napoleon Museum•Sacre Coeur•Monmartre•Rodin Museum•Pompidou Museum•Train to Vernon, bike to Giverny with Fat Tire Bike Tours•http://www.fattirebiketoursparis.com/•Eiffel Tower

Elaboration of Trip to Paris Blog Story (Means-End & Heider)Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing

12. Unforgettable Memories"This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped her camera…down 6 flights…we were stunned…SpanishFamily below standing below [with pieces of the camera]”

15." Michael Osman is an American artists living in Paris.""He supplements his income by being a tour guide." I" found out about him on Fodors""So I engaged Michael for two days."

16. "On our trip to Giverny, we met a young 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 lamb. We shared two dessert soufflés, one chocolate and the other cherry/almond. Yum"

17. "I wanted Paige to get a feel for shopping experiences that

she would not have at home (aka the ubiquitous mall). "

18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."

13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".

14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."

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19....."I know Paige will treasure the memory of this girl's trip for many

years to come."

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Tag Cloud of Paige’s Story About Travel to Paris

Created from Daniel Steinbock’s TagCrowd under Creative Commons ©

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Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words

LWIC dimension “I love Paris”Paige’s Story

Personal texts Formal texts

Self-references (I, me, my)

6.12 11.4 4.2

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.

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Challenge Today : Moving from Transactions Alone to Relationships

Current State= Transactions

We do this stuff well e.g.Fines, Service Fees …

Future State= Customer or Citizen Engagement(relationships)

We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue

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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

WHAT DO CUSTOMERS WANT ?

Accessibility

Responsiveness

Knowledgeable People

Promptness

Promises Kept

Kept Informed

Follow Up

No Surprises

Do It Right First Time

A Relationship

Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value” 26

The Predictive Organisation Convergence of 3 key Driving Technologies

Internet of Things (Sensor Laden Devices) Social Media

Big Data Analytics

Data Driven Book Publishing (Hiptype)

Roadmap: Evolution of Rigid Business to Predictive (Social) Business

Rigid Flexible Connected

(Adapted from Solis, 2012)

Themes Silo, rigid Hoarding info Vs. collaboration

Freely share info and Knowledge on internal basisacting social with customers

2 –way communications Connected internal and External. Listening and Learning. Internal and external engagementShared via hub andSpoke. Employees

Connected directly to Customers.

Adaptive

Agile, integrate customerExperiences and feedback

Loops. Listening and Learning now become

analyse and extract insightsMakes sense of dataAnd transforms into

Intelligence. Respond inReal time

Predictive(Social)

Shift from reactive to Proactive and predictive Business uses social media heavily and is flexible, connected, adaptive and predictive in terms of customer experiences, needs and new opportunities. Predict scenarios before they occur maximise opportunity and limit risk

Roadmap: Evolution of Rigid Business to Predictive (Social) Business

Rigid Flexible Connected

(Adapted from Solis, 2012)

Themes

Adaptive Predictive

(Social)

What conversations are next?

How can we lead conversations?

Why are these conversations occurring?

What if conversations continue?

What are the sentiment of conversations?

What actions are required?

What conversations are taking place?

When and where are conversations taking place?

Detecting flu trends using search engine query data (intentionality)

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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/

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How much is reputation capital worth?Good reputation activates reward related brain areas

(striatum)

Sources: Botsman (2012) Welcome to the new reputation economy, Wired magazine 20 August 2012

Neuron, Vol 58, 284-294, 24 April 2008Processing of Social and Monetary Rewards in the Human Striatum

Keise Izuma,Daisuke N. Saito,and Norihiro Sadatohttp://www.neuron.org/content/article/abstract?uid=PIIS0896627308002663

The merged image (fMRI) of two images of the striatum activated by monetary (green) and social (purple) rewards

Bank 2.0

CRED (credibility) =

( credit score, eBay rating, P2P money transfers,Facebook friends, LinkedIn connections, Klout, referrals, bill payments)

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 data3. Social media data goes beyond marketing, business or IT4. 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?

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.

Community Manager/Curator

High Calibre Analytics Graduates

Data Scientist Job Roles(LinkedIn 16 September 2012)

Notes: Word count shown next to each wordExclusion words: ability area bay com experience francisco job linkedin preferred san

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/

Caution!

“Children never put off till tomorrow what will keep them from going to bed tonight”

ADVERTISING AGE

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