O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
Cutting Through the CrowdPractical Applications for Social Network Analysis
Presented By: @mikekujawski and @joshuagillmore
Who are we?
MIKE KUJAWSKI JOSHUA GILLMORE
Dad. Husband. Managing
Partner at @CEPSM
Management consultant,
trainer, and spe...
What we’re going to try to cover today:
• Growth of social data
• Definition and brief history of SNA
• Specific use cases...
2.1/3.0 = 70%
2.5 quintillion (18 zeros) new data bytes produced daily
Increasing global comfort with sharing content online
Ipsos OTX. Weighted sample size of 12,000 across 24 countries. Surve...
Across an ever increasing amount of social platforms.
Various uses for examining social data:
Situational Awareness
• Developing an overview of an
unknown situation or event to...
I work with social media.
Not that social media. This social media.
Requirements
Planning and
Direction
Collection
Processing and
Exploitation
Analysis and
Production
Dissemination
Social me...
SNA Definition.
Social network analysis (SNA) is a strategy for investigating social
structures through the use of network...
Konigsberg Bridge Problem (1736)
First Grade Class (Grant - 1952)
Facebook Sociogram (2012)
Jefferson High School Sexual
R...
Air Canada Destroys
Specialized Wheelchair
#TwitterStorm
My own social network challenge.
Cutting through the crowd.
Looking for the loudest. A problem.
Towards connecting based on relationships.
Mapping the 250,000 person digital crowd.
Communities typically represent.
Political
Affiliations
Religious Groups Organizations
Social
Movements
Informal Social
Gr...
A diverse array of statistics to measure various attributes.
Celebrity Status
Behind the Scenes
Actors
Importance and
Resp...
Cutting through the crowd by raising the water.
Making sense from the data deluge.
You can apply network analysis principles to:
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Pra...
Isolate your key actors to a manageable level
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Pra...
Towards engaging directly… or indirectly.
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practic...
Applicable to multiple social behaviours.
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practic...
1. Turn the User into a
Content Filter
2. Acquire content in the
quickest way
3. Understand community
dynamics
4. Create s...
Collaboratively monitor by community.
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practices
3...
Use communities for engagement.
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitoring Practices
3. Targ...
1. Identity - Why they
associate
2. Values - What they
should say
3. Norms - How they
should act
4. Perception - How
they ...
Use additional SM indicators to refine engagement.
1. Engage Directly and Indirectly
2. Efficient and Responsive
Monitorin...
SNA has direct applications to the marketing process
Example 1 – DFO Brand Network.
Example 2 – Spotlight Analysis on DFO Pacific.
Example 3 – Oceans & Science Network
Example 4 – Spotlight Analysis on Cacouna Community.
Example 5 – Mentions of ATIP or Access to Information
Example 6 -Snowball Sampling from a single FB page
Intact- co-ordinated
anti-circumcision community
Part of larger
anti-ci...
Free basic social network visualization tools
Free Tool #1 – MentionMapp.com (yes, it has two “p’s”)
Free Tool #2 – SocioViz.net
Free Tool #3 – Netyltic.org
Free Tool #4 – NexaSearch (Free HootSuite App)
1. Collect your
Data
2. Process your
Data
3. Enrich your
Data
4. Analyze your
Data
5.Execute
Of course, you can also pay s...
Data collection in a fractured landscape.
Garbage in = Expensive garbage out.
Convert the data into the proper format.
Advanced Tool #1 – Gephi Used for network manipulation.
Advanced Tool #2 - NodeXL Used to collect and explore sociograms in Excel.
Advanced Tool # 3 - Tableau Used to analyze the data.
Advanced Tool #4 - Bottlenose Enterprise SNA
Advanced Tool #5 - NexaMaster Enterprise SNA
Need to understand the visuals
and underlying principles
Change isn't easy once you
have your sample
Not easy to turn everything
into a nail with your hammer
Garbage in = Garbage Out
Remember that it’s all about
relationships not platforms
Follow us at: @mikekujawski and @joshuagillmore
Also be sure to visit our website at CEPSM.ca for our latest training and ...
Practical Applications for Social Network Analysis in Public Sector Marketing / Comms
Practical Applications for Social Network Analysis in Public Sector Marketing / Comms
Practical Applications for Social Network Analysis in Public Sector Marketing / Comms
Practical Applications for Social Network Analysis in Public Sector Marketing / Comms
Practical Applications for Social Network Analysis in Public Sector Marketing / Comms
Practical Applications for Social Network Analysis in Public Sector Marketing / Comms
Próximos SlideShares
Carregando em…5
×

Practical Applications for Social Network Analysis in Public Sector Marketing / Comms

2.160 visualizações

Publicada em

Over the past decade there has been a growing public fascination with the complex connectedness of modern society. This has been driven in large part by the wide availability of public digital data produced through our daily interactions on the modern social web. This data can now easily be mined and analyzed to produce valuable and actionable business insights leading to better decision making in nearly every field of practice, especially marketing and communications. In this presentation, Joshua Gillmore and Mike Kujawski introduce the basics of social network analysis and some of the privacy related challenges that this rapidly growing space brings with it. Focus of this deck is on public sector organizations.

By: @mikekujawski and @joshuagillmore

Publicada em: Governo e ONGs
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui

Practical Applications for Social Network Analysis in Public Sector Marketing / Comms

  1. 1. Cutting Through the CrowdPractical Applications for Social Network Analysis Presented By: @mikekujawski and @joshuagillmore
  2. 2. Who are we? MIKE KUJAWSKI JOSHUA GILLMORE Dad. Husband. Managing Partner at @CEPSM Management consultant, trainer, and speaker for governments, non-profits, and associations. Niche: Strategic marketing and communications, digital engagement, social network analysis Associate at @CEPSM and Analyst at @SecDev Social media intelligence analyst who cuts through the data deluge to find answers to tough questions Niche: Social network analysis, training and developing new methods for data driven decision-making
  3. 3. What we’re going to try to cover today: • Growth of social data • Definition and brief history of SNA • Specific use cases • Basics of reading sociograms • Drilling down and refining your data • Application to public sector and NGO marketing • Examples of actionable insights • Using free basic tools • Using advanced tools (free or fee-based) • Closing considerations • Q & A
  4. 4. 2.1/3.0 = 70%
  5. 5. 2.5 quintillion (18 zeros) new data bytes produced daily
  6. 6. Increasing global comfort with sharing content online Ipsos OTX. Weighted sample size of 12,000 across 24 countries. Survey question was “describe how much you share online (including status updates, feelings, photos, videos, links, etc.)”
  7. 7. Across an ever increasing amount of social platforms.
  8. 8. Various uses for examining social data: Situational Awareness • Developing an overview of an unknown situation or event to focus future analysis Ongoing Monitoring • Daily tracking of account activity and relevant keywords within a topic area Social Network Analysis • Acquire an understanding of the social dynamics for large-scale data to tell you who and how users are relating Priority Information Requests • Ask a pointed question to support an important decision Investigations • Acquire additional information on a person or organization Engagement • Analyze information around a communications goal or objective to provide engagement and content suggestions Performance • Assess performance effectiveness and progress based on defined metrics measured against targets
  9. 9. I work with social media.
  10. 10. Not that social media. This social media.
  11. 11. Requirements Planning and Direction Collection Processing and Exploitation Analysis and Production Dissemination Social media intelligence towards decision making. “The first demonstration that the use of SOCMINT (social media intelligence) must make is that it works…the ‘success’ of intelligence is not the information or even secrets that it collects, but the value it adds to decision- making.” - Sir David Omand GCB
  12. 12. SNA Definition. Social network analysis (SNA) is a strategy for investigating social structures through the use of network and graph theories. It characterizes networked structures in terms of nodes (individual actors, people, or things within the network) and edges (relationships or interactions) that connect them.
  13. 13. Konigsberg Bridge Problem (1736) First Grade Class (Grant - 1952) Facebook Sociogram (2012) Jefferson High School Sexual Relationship Study (Stovel, Moody, Bearman, 2005) Network analysis in not new.
  14. 14. Air Canada Destroys Specialized Wheelchair #TwitterStorm My own social network challenge.
  15. 15. Cutting through the crowd.
  16. 16. Looking for the loudest. A problem.
  17. 17. Towards connecting based on relationships.
  18. 18. Mapping the 250,000 person digital crowd.
  19. 19. Communities typically represent. Political Affiliations Religious Groups Organizations Social Movements Informal Social Groups Geographies Languages Event Affiliation Botnets
  20. 20. A diverse array of statistics to measure various attributes. Celebrity Status Behind the Scenes Actors Importance and Responsiveness Community Bridging Hyperconnectivity Clustering and Isolation Affiliation with the Core Network Directed Communications Frequency Descriptive Statistics on Communications
  21. 21. Cutting through the crowd by raising the water.
  22. 22. Making sense from the data deluge.
  23. 23. You can apply network analysis principles to: 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
  24. 24. Isolate your key actors to a manageable level 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
  25. 25. Towards engaging directly… or indirectly. 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities Greatest Influence You Influence is Halved Friends (1st Degree) Influence is Halved Friends of Friends (2nd Degree) Negligible to No Influence Friends of Friends of Friends (3rd Degree)
  26. 26. Applicable to multiple social behaviours. 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
  27. 27. 1. Turn the User into a Content Filter 2. Acquire content in the quickest way 3. Understand community dynamics 4. Create sharable monitoring resources Monitor these user directly to: 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
  28. 28. Collaboratively monitor by community. 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
  29. 29. Use communities for engagement. 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
  30. 30. 1. Identity - Why they associate 2. Values - What they should say 3. Norms - How they should act 4. Perception - How they view events and issues Guiding users will typically act as an indicator for: 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
  31. 31. Use additional SM indicators to refine engagement. 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
  32. 32. SNA has direct applications to the marketing process
  33. 33. Example 1 – DFO Brand Network.
  34. 34. Example 2 – Spotlight Analysis on DFO Pacific.
  35. 35. Example 3 – Oceans & Science Network
  36. 36. Example 4 – Spotlight Analysis on Cacouna Community.
  37. 37. Example 5 – Mentions of ATIP or Access to Information
  38. 38. Example 6 -Snowball Sampling from a single FB page Intact- co-ordinated anti-circumcision community Part of larger anti-circumcision community anti-vaccine community human-milk only community libertarians, anarchists, etc...
  39. 39. Free basic social network visualization tools
  40. 40. Free Tool #1 – MentionMapp.com (yes, it has two “p’s”)
  41. 41. Free Tool #2 – SocioViz.net
  42. 42. Free Tool #3 – Netyltic.org
  43. 43. Free Tool #4 – NexaSearch (Free HootSuite App)
  44. 44. 1. Collect your Data 2. Process your Data 3. Enrich your Data 4. Analyze your Data 5.Execute Of course, you can also pay some $ for extra mileage.
  45. 45. Data collection in a fractured landscape.
  46. 46. Garbage in = Expensive garbage out.
  47. 47. Convert the data into the proper format.
  48. 48. Advanced Tool #1 – Gephi Used for network manipulation.
  49. 49. Advanced Tool #2 - NodeXL Used to collect and explore sociograms in Excel.
  50. 50. Advanced Tool # 3 - Tableau Used to analyze the data.
  51. 51. Advanced Tool #4 - Bottlenose Enterprise SNA
  52. 52. Advanced Tool #5 - NexaMaster Enterprise SNA
  53. 53. Need to understand the visuals and underlying principles
  54. 54. Change isn't easy once you have your sample
  55. 55. Not easy to turn everything into a nail with your hammer
  56. 56. Garbage in = Garbage Out
  57. 57. Remember that it’s all about relationships not platforms
  58. 58. Follow us at: @mikekujawski and @joshuagillmore Also be sure to visit our website at CEPSM.ca for our latest training and service offerings

×