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Social Data !
Beyond Keywords
        Francesco D’Orazio @abc3d
            www.facegroup.com



Big Data Congress, London, November 7 2012
We have been
asking the
wrong question
“We talk of the relationships
consumers have with our brands as if
they were primary but the data points
to things being otherwise.
Consumers’ most valuable
relationships are not with brands but
with other consumers” 
     
   
    
    
    

     
   
    
    
    
Mark Earls
Advanced social intelligence
Social data allow us to learn about
the relationships and interactions
between consumers and how brands
can fit into that equation 




                     Cosmic 140 © Information Architects, Inc. 2010
Social data allows us to see how interactions play
                out at individual level (microscope)
Social data allow us to see how
interactions play out at network level
(the macroscope)
The code
behind a
tweet
Currently we look at social media data !
                      like a butcher looks at a carcass




Cutting by
keywords


         Aggregating
         by channels
                  Weighting
                                     by influence
© Alexandre Farto aka Vhils 2010




                                      Most Social Media Monitoring
                                    platforms focus on just Content
© Alexandre Farto aka Vhils 2010




                                    But we also wanted to understand
                                               Context and Behaviour
© Thomas Doyle 2010




                       So we designed new research frameworks
                                    and social data mining tools
Social Media vs Social Data



  Social media is the set
     of applications and
       platforms allowing      Social data is the
  people to participate in     collective information
   online social activities
   produced by millions of
                               people as they actively
                               participate in online
                               social activities.


                                                         13
Social Media vs Social Data




                              14
Social Media vs Social Data




                              15
Dimensions of Social Data

   Content
              Demographics
                Behaviours




              Social Graph
         Interest Graph




                                                                    16
What makes social data ‘big’?




Large volumes
Real-time collection
Real-time analysis
Interactivity
Full-Text
                      Weavrs Emotion Map
1!
TOPIC/BRAND tracking




      By keywords




     Share of Voice
2!
AUDIENCE mapping > brand graph




      By keywords
         By audience




     Share of Voice
      Share of Mind
Advanced social intelligence
3!
CLUSTER tracking > real-time
segmentation




Dynamic
Segments


                     Real-time Audience
                     Insights
4!
 CONTENT diffusion > where, how
 and who is sharing the content
5!
INFLUENCE mapping > hubs &
connectors by volumes, visibility
and engagement




Influence by Volume
   Influence by Visibility
   Influence by Engagement
6!
SOCIAL CRM > efficient
workflow with automatic
labeling and predictive modeling
7!
Augmentation > layering social
data on a Panel or a Community
8!   SOCIAL SIMULATIONS




20 participants
                    20 alpha-bots
                  designed by them


                                       20 beta-bots
                                     tested and fine-
                                       tuned by us


                                                        20 beta-bots cloned 20 times each (400 beta-clones active
                                                                         over a 2 weeks period)
9!
REALITY MINING
Advanced social intelligence
Advanced social intelligence
Social science 
                              +
Computational      Social data 
Social Science                +
                  Computation 

                     
 
   
   

                                
                                 
CONTINUOUS
ITERATION: play with a
wider range of
hypothesis to solve a
problem.




Pulsar Social Data Mining platform
                                      31
CONTINUOUS ITERATION: starting with 0 hypothesis
> finding out what I don’t know I don’t know

Is Big Data producing a new epistemology?




                                                   32
Thank you 
francesco d’orazio, @abc3d!
    www.facegroup.com

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Advanced social intelligence

  • 1. Social Data ! Beyond Keywords Francesco D’Orazio @abc3d www.facegroup.com Big Data Congress, London, November 7 2012
  • 2. We have been asking the wrong question
  • 3. “We talk of the relationships consumers have with our brands as if they were primary but the data points to things being otherwise. Consumers’ most valuable relationships are not with brands but with other consumers” Mark Earls
  • 5. Social data allow us to learn about the relationships and interactions between consumers and how brands can fit into that equation  Cosmic 140 © Information Architects, Inc. 2010
  • 6. Social data allows us to see how interactions play out at individual level (microscope)
  • 7. Social data allow us to see how interactions play out at network level (the macroscope)
  • 9. Currently we look at social media data ! like a butcher looks at a carcass Cutting by keywords Aggregating by channels Weighting by influence
  • 10. © Alexandre Farto aka Vhils 2010 Most Social Media Monitoring platforms focus on just Content
  • 11. © Alexandre Farto aka Vhils 2010 But we also wanted to understand Context and Behaviour
  • 12. © Thomas Doyle 2010 So we designed new research frameworks and social data mining tools
  • 13. Social Media vs Social Data Social media is the set of applications and platforms allowing Social data is the people to participate in collective information online social activities produced by millions of people as they actively participate in online social activities. 13
  • 14. Social Media vs Social Data 14
  • 15. Social Media vs Social Data 15
  • 16. Dimensions of Social Data Content Demographics Behaviours Social Graph Interest Graph 16
  • 17. What makes social data ‘big’? Large volumes Real-time collection Real-time analysis Interactivity Full-Text Weavrs Emotion Map
  • 18. 1! TOPIC/BRAND tracking By keywords Share of Voice
  • 19. 2! AUDIENCE mapping > brand graph By keywords By audience Share of Voice Share of Mind
  • 21. 3! CLUSTER tracking > real-time segmentation Dynamic Segments Real-time Audience Insights
  • 22. 4! CONTENT diffusion > where, how and who is sharing the content
  • 23. 5! INFLUENCE mapping > hubs & connectors by volumes, visibility and engagement Influence by Volume Influence by Visibility Influence by Engagement
  • 24. 6! SOCIAL CRM > efficient workflow with automatic labeling and predictive modeling
  • 25. 7! Augmentation > layering social data on a Panel or a Community
  • 26. 8! SOCIAL SIMULATIONS 20 participants 20 alpha-bots designed by them 20 beta-bots tested and fine- tuned by us 20 beta-bots cloned 20 times each (400 beta-clones active over a 2 weeks period)
  • 30. Social science + Computational Social data Social Science + Computation  
  • 31. CONTINUOUS ITERATION: play with a wider range of hypothesis to solve a problem. Pulsar Social Data Mining platform 31
  • 32. CONTINUOUS ITERATION: starting with 0 hypothesis > finding out what I don’t know I don’t know Is Big Data producing a new epistemology? 32
  • 33. Thank you francesco d’orazio, @abc3d! www.facegroup.com