The sound of unfair advantage

Using Big Data to measure Brand Performance#edbdsoc: 28 November 2013

Peter Laflin: @systemspeterwww.bloomagency.co.uk

#teaonthetrain

24th April 2013:

• 200 tea lovers • 3 hours• 1 train

• Strangest Event?• Greatest Idea?• Success?

http://www.yorkshiretea.co.uk/blog/2013/05/all-aboard-the-tea-train-2/

Statistics

Twitter stats• 13,000 tweets over 5 days• 6,000 retweets• 9,400 users• 2% increase in followers

This looks like a great success.

Conversation

Each point is a Twitter account.

Each line is a connection between two accounts.

This shows how information flows around communities.

Live Demonstration

Pat Rice has been admitted to hospital today.

http://www.independent.co.uk/sport/football/news-and-comment/pat-rice-former-arsenal-assistant-admitted-to-hospital-with-cancer--reports-8968940.html

Live Demonstration

Pat Rice

Network between 1015 and 1030

Which individuals are talking?

1596 tweets1244 retweets22% original content

aaronramsey

garylinekerarsenal

Live Demonstration

Pat Rice

Network between 1015 and 1115

Which individuals are talking?

6518 tweets4832 retweets25% original content

arsenal

aaronramseygarylineker

bbcsport

Live Demonstration

Pat Rice1015 – 1100Global content being shared.

Live Demonstration

InfluencersWe can calculate how the influence of each account changes over time.

Brand Mentions

Nespresso

LonghiDiletta

LoveSaeco

Keurig

tassimo

costacoffee DolceGustoUK illyissimo

Starbucks

LoveGaggia

How are brands connected together?