Building a Socially Savvy Brand
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Building a Socially Savvy Brand in a Data-Rich Hyper-Connected World
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Building a Socially Savvy Brand
- 1. Revitalize Your Brand in a Data-rich, Hyper-connected World Ravi Bapna Professor of Information Systems | Carlson School of Management Co-director | Social Media & Business Analytics Collaborative (SOBACO) @ravibapna @SOBACO_UMN
- 2. Your brand . . .
- 3. . . . embedded in the digital world. search & display mobile communities social crowds Big Data
- 4. You can’t manage what you can’t measure
- 5. You can’t improve what you can’t measure
- 6. In the next 20 minutes… 1 Connected 2 Big Data rich 3 Measurable
- 7. Billion+ people on the social graph Flickr users, top: FaceMePls, DaveLawler, OneLaptopperChild. Below: gckphoto, sekihan, Rah.JY, djking.
- 8. Doing what they like to do Flickr user: circulating
- 9. Addiction?
- 10. 66% of smartphone users sleep with a phone next to them Telenav Study, August 2011 Flickr user: wanderingone
- 11. Which would you rather give up? Flickr user BuzzFarmers Telenav Study, August 2011 or cellphone caffeine 55% give up caffeine
- 12. Which would you rather give up? Flickr user BuzzFarmers Telenav Study, August 2011 or cellphone alcohol caffeine 70% give up alcohol
- 13. Which would you rather give up? Flickr user BuzzFarmers Telenav Study, August 2011 or cellphone sex 33% give up sex
- 15. Social revolution on the Internet 1000 Job search 800 Politics Beauty 600 … 400 Research Newspapers 200 Photos 0 Lifestyles E-mail Social Social Platforms 0 20 40 60 80 100 2009 Users (million) Number of site visits (index) 2010 Users (million) Courtesy: Misiek Piskorski
- 16. Leaving a rich trail of datarich trail of data Leaving a
- 17. Sources enterprise systems social media mobile • Customer Relationship • API • Mobile web Management (CRM) • Text mining • Apps • Manufacturing Resource • SMS Planning (MRP) • Geolocation • Finance resource management (FRP) • Supply Chain Management (SCM) • Human Resource Management (HRM)
- 18. The Internet of Things
- 19. It’s a 8 step journey! Courtesy: David Hardoon@SAS
- 20. Uniquely, individually measureableof data Leaving a rich trail
- 21. What do we measure? Metrics • Keyword and campaign efficacy • Audience behavior and ad effectiveness • Sentiment analysis and economic Impact • Cross-media and cross-device effects • Social network characteristics • Peer influence Constructs • Engagement • Trust and reciprocity • Predictive accuracy
- 22. FEAR (greed to follow) Flickr user: Jim Grady
- 23. United’s nightmare http://www.youtube.com/watch? v=5YGc4zOqozo&feature=playe r_embedded Flickr user: Paul J.S.
- 24. United’s nightmare $3,500 guitar 3 million views in 1 week $180 million estimated negative impact on brand Flickr user: Paul J.S.
- 25. Go on the offense: 5 ideas to get started 1 Define a strategic goal 2 Create a social graph of customers 3 Identify influencers, sub-communities 4 Detect peer influence 5 Truly understand, predict and optimize
- 26. Go on the offense: 5 ideas to get started 1 Define a strategic goal
- 27. 1 Define a strategic goal 2 Create a social graph of customers 3 Identify influencers, sub-communities
- 28. Four decades of consumer engagement 1980’s 1990’s 2000’s 2010’s Single Segmentation Customization Socially message linked Courtesy Rob Cain, CIO, Coca Cola Company
- 29. Different ways to organize 100 people
- 30. Many types of centrality
- 31. Centrality is not enough… B A C D
- 32. Think beyond individuals 3 and 5 together are more influential than 10
- 33. Density and clustering Network structure can help identify sub-populations that can be targeted differently
- 34. Your homework Analyze your own network http://apps.facebook.com/touchgraph
- 35. Brand Mapping using Text Mining Courtesy: Ghose et al, New York University
- 36. Product Co-occurrence Data Message #1199 Civic vs. Audi A6 Honda Civic 252 Corolla by mcmanus Jul 21, Audi A6 Toyota Corolla 101 2007 (4:05 pm) Honda Civic Audi 6 252 Yes DrFill, the Honda car model is Honda Civic Toyota Corolla 2762 sporty, reliable, and economical vs Toyota Corolla Audi A6 101 the Corolla that is just reliable and Toyota Corolla Honda Civic 2762 economical. Ironically its Toyota that is supplying 1.8L turbo ... Neon to his 16 year old brother. I drove it Associative Network about 130 miles today. Boy does that put all this Civic vs. Corolla back in perspective! The Neon is Toyota very crudely designed and built, Audi A6 Honda Civic Corolla with no low ... Audi A6 --- 252 101 Honda Civic 252 --- 2762 Toyota 101 2762 --- Corolla P(A, B) lift(A, B) = Courtesy: Ghose et al, New York University P(A) ´ P(B)
- 37. The Car Models Network Spring embedded Kamada Kawai graph only ties with significant lifts Courtesy: Ghose et al, New York University ( 2 p.value<0.01) are included
- 38. 1 Define a strategic goal 2 Create a social graph of customers 3 Identify influencers, sub-communities 4 Detect peer influence
- 39. Behavior of friends is correlated in time and space Did you buy an iPhone? Did your friends? iPhone 4 debut, Paris iPad 2 debut, Beijing Photos courtesy Chris Dellarocas
- 40. Detecting Peer Effects Causally Last.fm Free-to-Fee Problem Freemium > SubscriberFriendCnt 0.65 2.85 0 0.00 0.00 541.00 Subscribed > SubscriberFriendCnt 2.85 10.35 0 1.00 0.00 709.00
- 41. Do friends influence their friends to pay? © 1983 by MGM/UA Entertainment Co.
- 42. Or, do birds of a feather flock together? Flickr user: Kevin Krejci
- 43. Do friends (causally) influence their friends to pay? Flickr user: The Reboot
- 44. Experimental Design 1. Randomly select 2000 users from the network 2. Half of them get the gift from us (group M) and half of them get no gift from us (group NM) 3. Wait for a few weeks 4. Check if there is a significant difference in adoptions between friends of M and friends of NM.
- 45. In the Last.fm case Freemium > SubscriberFriendCnt 0.65 2.85 0 0.00 0.00 541.00 50% Higher likelihood of adoption if friend adopts Subscribed > SubscriberFriendCnt 2.85 10.35 0 1.00 0.00 709.00
- 46. 1 Define a strategic goal 2 Create a social graph of customers 3 Identify influencers, sub-communities 4 Detect peer influence The Holy Grail 5 Truly understand, predict and optimize
- 47. Business models based on TRUST Flickr user: tvangoethem
- 48. You will be asked to log into Facebook. Getaround is a community built on trust and by connecting with Facebook, you enable safe and open sharing.
- 50. Design a viral incentive scheme for this service
- 51. Viral schemes based on A LT R U I S M Calvin and Hobbes © Bill Watterson
- 52. Find your path to becoming a social brand that matters
- 53. Social Media & Business Analytics Collaborative @SOBACO_UMN carlsonschool.umn.edu/sobaco MAY Our Data, Ourselves Ramayya Krishnan 3 Heinz College, Carnegie Mellon University NOV Social Media and Data Analytics for Digital Marketing 20-22 Carlson Executive Education Ravi Bapna & Anindya Ghose
Notes de l'éditeur
- http://www.youtube.com/watch?v=5YGc4zOqozo&feature=player_embedded
- Transitivity- many of the most interesting and basic questions of social structure arise with regard to triads. Triads allow for a much wider range of possible sets of relations.With un-directed data, there are four possible types of triadic relations (no ties, one tie, two ties, or all three ties). Counts of the relative prevalence of these four types of relations across all possible triples (that is a "triad census") can give a good sense of the extent to which a population is characterized by "isolation," "couples only," "structural holes" (i.e. where one actor is connected to two others, who are not connected to each other), or "clusters."