Big Data & Social Media / ChangeGroup

ChangeGroupFlæsketorvet 68DK-1711 København V

Telefon: +45 3332 [email protected]

BIG DATA & SOCIAL MEDIA



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Big Data, can you hear the data talking?

ChangeGroup, Copenhagen27-August-2015

Ravi VatrapuProfessor mso, Department of IT Management

Director, Computational Social Science Laboratory (CSSL)Copenhagen Business School

Niels Buus LassenAssociate Researcher, Department of IT ManagementComputational Social Science Laboratory (CSSL)

Copenhagen Business School



BIG DATA: DEFINITION

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BIG DATA: ERP & CRM

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COMPANY DATA: IN-HOUSE

• ERP

• CRM

• SCM

• PLM

• PM

• web analytics

• eshop logs,

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COMPANY DATA: OUT-HOUSE

• Social media data

• Internet searches data, google trends

• Blogs, forums etc

• IOT – sensor data

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HOW CAN IN- AND OUT- HOUSE DATA BE COMBINED AND ANALYZED?• Data Mining of Big Social Data and Business Data (fx ERP, CRM, PLM) for:• Operations Optimization• Knowledge Management• Business Development

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HOW CAN IN- AND OUT- HOUSE DATA BE COMBINED AND ANALYZED?• Big Social Data information about potential customers to help design Social target groups for products and services

• Real-time and predictive models of sales and brand parameters based on the company’s Big Social Data and Customer Relationship Management (CRM)

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HOW CAN IN- AND OUT- HOUSE DATA BE COMBINED AND ANALYZED?• Visual analytics of:

• Big Social Data• Business Processes (marketing campaigns etc) • Real-World Events (CSR crises, factory accidents, layoffs, stock declines etc.)• Often the visual analytics give us the ideas about what can be modelled

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TOOL #2: DASHBOARDS: SOCIAL SET VISUALIZER: CSR & CRISIS MANAGEMENT



NEW INSIGHTS

• What is the sentiment on my brand? How does that compare to competing brands?

• What are the topics my brand is most involved in when people talk about us?

• Which human feelings are my brand mostly connected to?

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NEW INSIGHTS

• Which product improvements are people mostly talking about?

• Can we spot current – and future – trends for our product?

• Can we use that in our business development?

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NEW INSIGHTS

• For the texts, where our brand is trendy – can we use that, to make our brand more trendy?

• All these insights can improve the CRM and marketing insights, and change the focus.

• Both for Business Development and Marketing.

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Appropriation of Affordances Technological Intersubjectivity

(IEEE BigData 2014)

(Vatrapu, 2013)

(IEEE EDOC 2014)

(DESRIST, 2014)

CONCEPTUAL MODEL: SOCIAL DATA



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BIG SOCIAL DATAANALYTICS: FRAMEWORK



• Case CompaniesCopenhagen Zoo experienced a social media crisis, whichstarted on February 8th 2014, due to an impendingeuthanizing of a young giraffe, Marius and lasted untilFebruary 13th 2014. The euthanizing of the giraffegenerated “a storm of reaction in Denmark and throughoutthe world. Local and global reactions to the killing of thegiraffe ranged from rational justifications and emotionalcondemnations to nationalistic stereotyping and reporteddeath threats to the Zoo employees” (Zimmerman, Chen,Hardt, & Vatrapu, 2014).

Telenor experienced a social media crisis on Facebook, which started on August 3rd 2012 and lasted until August 8, 2012, due to a farewell salute from an unsatisfied customer who wrote in the evening on August 2nd 2012 at Telenor’s Facebook page that he had ended his mobile subscription with the telecom company. In his post, he described that Telenor could not manage to collect money by Direct Debit and that the company had repeatedly sent reminders before he had received the normal expense. This post brought Telenor into a social media crisis on Facebook and more than 30,000 “liked it”.

Jensen’s Bøfhus experienced a social media crisis on Facebook, which started on September 19, 2014 and lasted until September 27, 2014, due to a dispute between Jensen’s Bøfhus, and a fish restaurant named “Jensens Fiskerestaurant” (ed. Jensen’s Seafood Restaurant). The case involved a conviction in the Supreme Court that caused great debate in Denmark, since Jensen’s Bøfhus were successful at that the name, Jensen Fiskerestaurant, is too similar to the steakhouse chain restaurant.

Imerco experienced a social media crisis, which started on August 25th,2014 and lasted until August 26th 2014, due to a fast sold outanniversary vase from the brand Kähler. 16,000 customers wantedto buy a special anniversary vase from the company Kähler on offer atImerco’s website. However, this tumbled the website, after whichangry customers vented their displeasure on Imerco’s Facebook page



METHODS

• Data Collection: Social Data Analytics Tool• Complete facebook wall data from the start the date of analysis

• Crisis Detection: Post-hoc and Algorithmic

• Three Time-Periods: Two-Weeks Before, During and After Crises

• Netnographic Analysis

• Big Social Data Analytics: Social Set Analysis

• Content Analysis• Sentiment Analysis• Topic Discovery



RESULTS: SOCIAL SET ANALYSIS -1/2



RESULTS: CONTENT ANALYSIS: SENTIMENTS & TOPICS -2/2



Likes on Zoo’s Posts & Comments

(ACM CABS 2014) (IEEE EDOC 2015) (IEEE Big Data 2015)

During Crisis :05-‐19 February, 2014Artefacts: All Data: Wall beginning to last collected timeActors: All Facebook users on Copenhagen Zoo PageActions: LIKEActivity: Positive Association

Sociological ImportanceOrganizational Relevance

Interpretation: Computational Social Science: Set TheoryLIKEs were a way of expressing cultural solidarity and in-group support to a Danish institution perceived to be under undeserved out-group criticism

CASE #1: PRESCRIPTIVE ANALYTICS: SOCIAL MEDIA CRISIS



”MCKINSEY” 7-S FRAMEWORK

http://tompeters.com/2011/03/a-brief-history-of-the-7-s-mckinsey-7-s-model/



7-S FRAMEWORK FOR SOCIAL MEDIA CRISES: STRATEGY, STRUCTURE -1/3



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(we also model that)

Please contact:

Niels Buus Lassen ([email protected])

Prof. Ravi Vatrapu ([email protected])

Ralf J. Hollander ([email protected])

THANKS FOR YOUR ATTENTION!