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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 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
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
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.)”
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
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
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.
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.
Mapping the 250,000 person digital crowd.
Communities typically represent.
Political Affiliations
Religious Groups Organizations
Social Movements
Informal Social Groups
Geographies
Languages Event Affiliation Botnets
A diverse array of statistics to measure various attributes.
Celebrity StatusBehind the Scenes
ActorsImportance and Responsiveness
Community Bridging
HyperconnectivityClustering and
Isolation
Affiliation with the Core Network
Directed Communications
Frequency
Descriptive Statistics on
Communications
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 Practices
3. Target and Tailor Communications to Specific Communities
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
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
YouInfluence is Halved
Friends (1st
Degree)
Influence is Halved
Friends of Friends (2nd
Degree)
Negligible to No
Influence
Friends of Friends of
Friends (3rd
Degree)
Applicable to multiple social behaviours.
1. Engage Directly and Indirectly
2. Efficient and Responsive Monitoring Practices
3. Target and Tailor Communications to Specific
Communities
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
Collaboratively monitor by community.
1. Engage Directly and Indirectly
2. Efficient and Responsive Monitoring Practices
3. Target and Tailor Communications to Specific
Communities
Use communities for engagement.
1. Engage Directly and Indirectly
2. Efficient and Responsive Monitoring Practices
3. Target and Tailor Communications to Specific
Communities
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
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
Example 6 -Snowball Sampling from a single FB page
Intact- co-ordinatedanti-circumcision community
Part of larger anti-circumcision community
anti-vaccine community
human-milk only community
libertarians, anarchists, etc...
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.