The objective of the O2 Brand Graph pilot was to mine social media data in a way that would allow us to connect it to audience studies. This presentation is an initial exploration of how we can use social media to augment a segmentation model with real-time data. Instead of tracking contents by keywords (“horizontal” tracking – any content mentioning specific keywords and keyphrases), we looked into mining social media contents and behaviours by audiences (“vertical” tracking – any content generated from a set of sources, regardless of the features of the content).

1. Digital
Shoreditch
2012
#ds12
Brand
Day,
London,
30th
May,
2012
THE
BRAND
GRAPH
Dynamic
audience
mapping
through
social
media
data
Francesco
D’Orazio,
Chief
Innova9on
Officer
&
Head
of
FACE
Labs,
FACE,
@abc3d
Jess
Owens,
Senior
Analyst,
FACE,
@hautepop

2. Brands
have
been
amassing
online
fan
bases
for
10
years
now

3. Brands
as
Egomaniacs

4. We
have
been
asking
the
wrong
ques9on

5. “We
talk
of
the
rela9onships
consumers
have
with
our
brands
as
if
they
were
primary
but
the
data
points
to
things
being
otherwise.
Consumers’
most
valuable
rela9onships
are
not
with
brands
but
with
other
consumers”
Mark
Earls

7. As
a
result,
we
don’t
really
know
who
we
are
talking
to…

8. Social
data
allow
us
to
learn
about
the
rela9onships
and
interac9ons
between
consumers
and
how
brands
can
fit
into
that
equa9on
Cosmic 140 © Information Architects, Inc. 2010

9. Social
data
allows
us
to
see
how
interac9ons
play
out
at
individual
level
(microscope)

10. Social
data
allow
us
to
see
how
interac9ons
play
out
at
network
level
(the
macroscope)

11. The
telescope
helped
us
understand
the
infinitely
great.
The
microscope
helped
understand
the
infinitely
small.
Today
we
are
confronted
with
another
infinite:
the
infinitely
complex.

12. Social
science.
Computa9onal
Social
data.
Social
Science
Computa9on.

13. © Alexandre Farto aka Vhils 2010
But we are only just scratching !
the surface > CONTENT

14. Currently
we
look
at
social
media
like
a
butcher
looks
at
a
carcass
Cu[ng
by
keywords
Aggrega9ng
by
channels
Weigh9ng
by
influence

15. © Alexandre Farto aka Vhils 2010
Missing out on
CONTEXT > stories, social
spaces, physical spaces…
BEHAVIOUR > activities,
purchase, consumption…

16. The
code
behind
a
tweet

17. 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.
17

18. Cra]ing
quality
insights
requires
custom
data,
algorithms
and
analysis
Off
the
s
h
e
l
f
approaches
a
r
e
not
good
enough

19. Dimensions
of
social
data
19
© Altimeter Group

20. Beyond
Keywords…
By
keywords
By
audience
Share
of
Voice
Share
of
Mind

21. What
we
tracked
58,339 public profiles
all @O2 followers
3,120,371 tweets (nov 2011)
122,220 tweets/day (avg)

22. What
we
mined
Profiles
Social
Graph
Interest
Graph

23. What
we
found
Demographics
Informa9on
Flows
Interests
Influence
Dynamics
Behaviours
A[tudes
towards
topics,
brands
etc.

24. Introducing
the
Brand
Graph
+
Social
Graph
Interest
Graph
“…the
correla9on
of
the
network
of
people
who
are
connected
to
the
brand
(Social
Graph)
and
the
network
of
interests,
topics
and
ac9vi9es
of
that
group
of
people
(Interest
Graph).”

25. @O2
followers
(magenta
nodes)
Followers
of
the
@O2
followers
(magenta
nodes)
Mutual
connec9ons
within
the
graph
(blue
links)

27. A
sample
of
the
top
1000
@O2
followers
with
less
than
2000
followers
generated
1
million
nodes
(primary
and
secondary
followers)
and
600K
horizontal
connec9ons
within
the
graph

28. Mutual
connec9ons
within
the
graph
iden9fy
shared
interests,
and
therefore
clusters

30. One
cluster
in
detail

31. A
dynamic
map
of
the
brand’s
audience

32. What
defines
them?

33. Profile-­‐mining
by
Influence
level
Influen9al
Casual

35. When
did
they
join
Twiger?
#signups
6,000
5,000
4,000
3,000
2,000
1,000
0
Jul
06
Jan
09
Nov
11

36. How
o]en
do
they
tweet?
#tweets
10,000
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
0
10
20
30
40
50
60
70
80
90
100
percen9les

37. Where
are
they
twee9ng
from?
No[ngham
21,415
Edinburgh
22,833
Belfast
24,169
Leeds
26,702
Glasgow
35,150
Series1
Liverpool
40,161
Birmingham
41,265
Greater
London
79,643
Manchester
84,055
London
342,630

38. When
do
they
tweet?
1
2
3
4
5
x
6
7
8
x
9
10
11
12
13
14
15
16
x
17
18
19
20
x
21
22
23
24
0
50000
100000
150000
200000
250000

39. 400
Following
users
350
1,400
1,200
1,000
300
800
600
400
250
200
0
200
0
20
40
60
80
100
150
100
50
0
1
10
100
1,000
10,000
100,000
#followers

40. #
Followers
users
1200
700.00
600.00
1000
500.00
400.00
300.00
800
200.00
100.00
.00
600
0
20
40
60
80
100
400
200
0
1
10
100
1,000
10,000
100,000
1,000,000
followers
10,000,000

41. How
influen9al
are
they?
users
2500
2000
1500
1000
500
0
0
10
20
30
40
50
60
70
Klout
score
80

42. What
do
they
talk
about?

43. Most
shared
domains
0
1000
2000
3000
4000
5000
6000
7000
twiger.com
facebook.com
youtube.com
foursquare.com
t.co
twitpic.com
yfrog.com
twitlonger.com
bbc.co.uk
instagr.am
twigascope.com
Social
networks
amazon.com
Twiger
add-­‐ons
getglue.com
amazon.co.uk
News
sites
guardian.co.uk
Shopping
lockerz.com
paper.li
Social
aggregators
digitalspy.co.uk
Other
/
compe99ons
reuters.com
skyvegas.com

44. Top
50
domains
by
category
Social
media
Social
media
News
Social
Shopping
Other
channels
tools
aggregators
Twiger
(#1)
T.co
(#5)
BBC
(#9)
Lockerz
(#16)
Amazon.com
SkyVegas
compe99on
(#12)
(#20)
Facebook
(#2)
Twitpic
(#6)
Guardian
(#15)
Paper.li
(#17)
Amazon.co.uk
Comps
at
PickMeUp
(#14)
Magazine
(#25)
YouTube
(#3)
Yfrog
(#7)
DigitalSpy
(#18)
Raptr
(#21)
WooCompare
UK
Movember
(#32)
(#30)
FourSquare
Twitlonger
(#8)
Reuters
(#19)
Redgage
(#22)
XmasElves.co.uk
Nuvear9cles
content
(#4)
(#35)
farm
(#32)
Instagram
Twigascope
(#11)
The
Sun
(#23)
Clct.me
(#36)
iTunes
(#39)
Forum.ShopTo.net
(#10)
compe99on
(#37)
GetGlue
(#13)
Tweetdeck
(#24)
TheNextWeb
PhotoZZ
(#46)
Laura
Ashley
SocialAble
social
media
(#28)
(#41)
agency
(#39)
Flickr
(#28)
Ow.ly
(#26)
Engadget
(#29)
MailLife.co.uk
Look
magazine
comps
(#48)
(#43)
G+
(#40)
Bit.ly
(#34)
Mashable
(#33)
Dawsons.co.uk
Jeff
Bullas
social
media
(#49)
guru
(#45)
TweetAdder
Recombu
(#47)
(#42)
Twibbon
(#44)
Telegraph
(#50)

45. Top
adverts
discussed

46. @O2
followers
seem
largely
indifferent
to
the
UK
Top
10
box
office
films
Johnny
English
Reborn
69
The
Lion
King
743
A
mixture
of
movie
Real
Steel
27
chager
and
dvd
release,
The
Three
Musketeers
26
including
RT
compe99on
at
Play.com
Tinker
Tailor
Soldier
Spy
105
Footloose
45
Dolphin
Tale
4
Midnight
in
Paris
26
Don't
be
Afraid
of
the
Dark
20
What theyʼre actually talking about:"
Drive
78
Twilight:
Breaking
Dawn
3865
Dr
Who
2352
Tin9n
1374

47. How
does
@O2
fit
into
this
landscape?
Mentions of @O2"
@O2 follower activity"
Total: 3,120,371 contents in a month from @O2ʼs followers"
Of this, 7,523 included “@O2” – thatʼs 0.24%!
@O2ʼs followerstweet @O2 approx 350 times per day
Overall @O2 sees 1330 mentions/day"

48. What’s
coming
next?
Dynamic
Segments
Audience
APIs

49. THE
BRAND
GRAPH
Dynamic
audience
mapping
through
social
media
data
Francesco
D’Orazio,
CIO,
FACE,
@abc3d
Jess
Owens,
Senior
Analyst,
FACE,
@hautepop