Measuring Big Social data to make safe bets on audiences
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Presentation at Asia Media Summit, Kuala Lumpur, May 2015
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Measuring Big Social data to make safe bets on audiences
- 1. Measuring Big Social data to make safe bets on audiences Sandra Hanchard Big Data Malaysia AIBD Asia Media Summit, May 2015
- 2. Ubiquity of social media in everyday life in Malaysia • Widespread adoption & embedded in everyday activities • Frequency of use and diverse contexts for access • TNS: 62% MYL users access social media networks daily, vs 42% globally • Regarded as “important” for information, communication & social needs • Peer-validated content: information pushed from peers (vs. ‘pull’ of third-party platforms)
- 3. Online preferred distribution & consumption environment • Tech-savvy, binge-viewers • VPNs easier to use with mobile apps • Telcos market on speed of downloads • Promise of (legal) global content in SEA via mobile (iFlix) • Tools for streaming video; Chromecast via retail • Online 1st choice for content producers
- 4. Knowable audiences • Demographics & Geo-segmentation • Behavioural collected across ad-networks • Real-time opinions & sentiments • Meta data: social tagging, hashtags
- 5. Social inherent in all online platforms Source: www.tnsglobal.com/connectedlife March, June 2014
- 6. Metrics: benchmarking & behavioural research tools Attention Lithium BrandsEye Politweet BrandWatch Radian6 Collective Socialbakers Competition Spiral16 Cymfony Spreadfast Datasift StatsIT GNip Topsy HeartBeat Trackur Hootsuite Twelvefold Webtrends Internet measurement Hybrid methods: • Site-centric • Panel • ISP Experian, Nielsen, Comscore, Effective Measure, Compete etc. Social media analytics
- 7. Making safe bets on content with telemetrics & Social TV
- 8. What does DataViz offer? • Exploration - inspecting for unexpected trends • Explanation -communicating to decision makers • Big data accessible for non-technical users • E.g. Tableau • No wizards or scripts • Drag and drop: analyze data on the fly • Free publishing options & dashboards • E.g. Gephi • Open source • Intuitive and interactive
- 10. Dataviz & analysis tools: can be affordable investment Credit: www.computerworld.com
- 11. Data-centric means finding Data Science talent • Government & MOOC partnerships (e.g. MDEC data science cert. with John Hopkins) • Education institutions offering Master of Data Science programs • Increasing focus on STEM (science, technology, engineering, maths) • Data and technical literacy becoming mandatory for media & coms graduates • Community groups e.g. Big Data Malaysia
- 12. 5 Takeaways 1. Adapt media formats for timely release online Media-rich content consumption preferences are moving online 2. Listen & interact Audiences are leaving an online trail of cues about their everyday habits, preferences & opinions 3. Make safe bets on content Become data-centric through measurement tools and services 4. Explore & explain trends with data visualization Dataviz makes big social data accessible 5. Find the right [data] talent Malaysia ICT is gearing up Data Science capabilities
- 13. sandra@bigdatamalaysia.org Twitter: @sandrahanchard facebook.com/groups/bigdatamy Join our community to tap into Big Data talent
Notas do Editor
- Hi I’m Sandra Hanchard; I’m speaking here today with experience on 3-fronts: Working in the internet measurement field, completing a PhD on social media use in Malaysia, and being a community leader for Big Data Malaysia. A large part of the fascination with Big Data is about human generated data; or social data; using it as a behavioural tool to derive insights and make predictions; about humans on an everyday level, through to their media consumption practices, to capturing macro level data about societal trends Short time that I have, I want to cover insights, capabilities, tools and skills required to take advantage of big social data
- We should think of social media as embedded information utilities in the everyday lives of users Reflected by widespread access (80% of internet users), diversity of access points, frequency of use Users shape platforms to their own information, communication and social needs; and purposes in everyday life Social media are domesticated tools Users search for and receive information passively; social credibility of information from strong and weak ties; we know the source, which make its more powerful than information from other sources Especially important in a Malaysian and SEA context Globally, in a review economy
- Alongside social data generated; this data is associated with online consumption data; increasing as online becomes the preferred distribution channel Media data, has a whole lot of social data associated with it. Online data – means it becomes social data. Directors (Terry Gilligan, Spike Lee, Edward Burns)( are choosing to distribute online first Amazon, iTunes, Netflix)
- Traditionally, behavioural based on standard demographics; geo-segmentation tools based on ‘birds of a feather flock together’ But know we have clusters of groups based on behaviours and preferences through the trail of data they leave on websites Website preferences, what they like, what groups they join, hashtags and tagging they use as individuals and groups; path analysis as they move between sites Segmentation based on website overlap
- Social behaviours inherent in most platforms; even publisher sites – take comments – forms of interactivity and connectivity (old from new) Attract demographic and interests groups; platforms have particular functions, etiquette Important to understand social media platforms as particular ecologies; systems of social relationships; different rules; e.g. RT and @ and .@ on Twitter As the word digital has become obsolete, the word ‘social’ might become obsolete; i.e. all media is social media
- Site centric, panel and ISP; hybrid; There are a range of social analytics tools; some free including Topsy and others propriety for more sophisticate metrics and access to datasets. Gnip can access historical Twitter data Politweet is Malaysians Radian6 leading platofrms Socialbakers provides free data on top Twitter accounts and Facebook brands Topsy provides free data Online video metrics and mobile metrics Important to understand the methodologies; how are the samples collected? Are there any biases? E.g. Toolbars (tech audience), or reward based. Metrics are customizable; use the metrics to find meaningful insights; not just about benchmarking (although important for advertising and media buyers). It’s about generating audiences too
- https://theconversation.com/big-brother-ratings-are-down-but-social-media-use-is-up-33174 Social data; measuring buzz about a show Sentiment about characters Positive and negative attitudes about media Prediction for house guests Look at the build up Demographics of whose tweeting
- http://www.tableau.com/learn/stories/spotlight-sveriges-television How to make Big Data accessible to media analysts and researchers? Tools that can connect with big data Tableau and Gephi great tools
- http://www.tableau.com/pt-br/about/blog/2014/9/journey-reinvent-television-32981 We’re seeing leading broadcasters for online platforms adopt big data and data visualisation
- http://www.computerworld.com/article/2506820/business-intelligence-chart-and-image-gallery-30-free-tools-for-data-visualization-and-analysis.html SQL R Python Data Wrangler Google Big Query Doesn’t have to be a huge upfront investment – lots of free tools
- Big opportunity for media industry to harness big social data Increase in data literacy – quantitative skills Finding right talent Multi-disciplinary teams
- Online is preferred environment, and its social Listen an interact; two way relationship