Date post: | 14-Jun-2015 |
Category: |
Marketing |
Upload: | bentogarcia-digital-research |
View: | 188 times |
Download: | 1 times |
SOCIAL DATA , Más allá de un
© 2013 The Valley Digital Business School www.thevalley.es 1
2 © 2013 The Valley Digital Business School www.thevalley.es
“EVERYTHING IS OBVIOUS WHEN YOU KNOW WHY”
3 © 2013 The Valley Digital Business School www.thevalley.es
© 2012 The Valley Digital Business School www.thevalley.es 4
© 2012 The Valley Digital Business School www.thevalley.es 5
SOCIAL DATA ,Más allá de un
6 © 2013 The Valley Digital Business School www.thevalley.es
EL ser SOCIAL es intrínseco en el ser humano. Durante miles de años, el ser humano ha sido social
Lo que esta cambiando es la MANERA en como nos socializamos.
Y este cambio esta siendo producido por la TECNOLOGIA
7 © 2013 The Valley Digital Business School www.thevalley.es
PLAZA DE SAN PEDRO, ROMA.
8 © 2013 The Valley Digital Business School www.thevalley.es
PLAZA DE SAN PEDRO, ROMA.
1
9
1
© 2013 The Valley Digital Business School www.thevalley.es
EL SOCIAL DATA ESTA ESTALLANDO
1
10 © 2013 The Valley Digital Business School www.thevalley.es
DURANTE LOS 2 ULTIMOS AÑOS SE HA GENERADO EL 90% DE LOS DATOS DE LA HISTORIA DE LA HUMANIDAD
11
Source: IDC, Mary Meeker KPCB
Data
Share
d (
Ze
tta
byte
s )
9x ha crecido el Shared Content
3.2Bn Facebook Likes
500M Tweets
100M Instagram Photos
250M Tumblr Posts
200M Bitly Clicks
70M+ Blogs, Forums
0
2
4
6
8
2009 2010 2011 2012 2013E 2014E 2015E
1
12 © 2013 The Valley Digital Business School www.thevalley.es
SOLO EL 1% ESTA SIENDO ANALIZADO
13
Hay un mar de oportunidades ante nosotros
1
14 © 2013 The Valley Digital Business School www.thevalley.es
QUE NO SE ESTAN APROVECHANDO HASTA AHORA…
- Jack Welch, Former CEO, GE
Sólo hay dos fuentes de
ventaja competitiva: La
habilidad de aprender de
nuestros consumidores antes
que la competencia y la
habilidad de convertir ese
conocimiento en acción antes
que nuestra competencia
Inmensos volumenes
de información en
real-time
Problema 1:
Social Data es Big Data Integración de diferentes
redes sociales
Integrar Social Data con
otros datos
Extraer insights de
textos e imágenes
Filtrar el ruido
Anatomía de Tweet
Que se puede enriquecer con 400 datos más
Gender
Age Range
Hometown
Interests
Y que hay que filtrar para extraer información
relevante
Problema 2:
Social Data NO es
cuantitativo
Social Media Data
no es
Web Analytics
No son datos
cuantitatívos
Son datos
cualitatívos
en una escala
cuantitatíva
No es “Social Media”
es “Social Media Data”
Se necesita
“Social Science”
no
“Media Monitoring”
Es
“Etnografía Digital”
Necesitamos nuevas medidas más allá del
keyword tracking, tales como:
-Audience mapping
-Content difussion
-Social simulations
-Social conectedness
-Social modularity
Es
“Etnografía Digital”
Para entender COMPORTAMIENTOS, TENDENCIAS Y
PREFERENCIAS
• Political Research (preferencias y futuros
comportamientos)
• Marketing Research (actitudes y preferencias de
compra)
• Customer Segmentation (patrones de conducta)
• Y otros research que tengan que ver con
comportamientos, preferencias y/o actitudes
Companies starting by listening Desde hace años llevamos intentando analizar esto
Herramientas simples
que seguian kw
Marca/Competencia
Seguimiento Manual
© 2012 The Valley Digital Business School www.thevalley.es 31
8.523
4.251
109
285
316
71 / 45.842 V
26 / 22.047 VL
SIEMPRE CUANTITATIVO
1
32 © 2013 The Valley Digital Business School www.thevalley.es
TENEMOS QUE PASAR…
1
33 © 2013 The Valley Digital Business School www.thevalley.es
…DE LO EVIDENTE
HURACAN SANDY
© 2012 The Valley Digital Business School www.thevalley.es 34
HURACAN SANDY
© 2012 The Valley Digital Business School www.thevalley.es 35
1
36 © 2013 The Valley Digital Business School www.thevalley.es
AL CONOCIMIENTO
HURACAN SANDY
© 2012 The Valley Digital Business School www.thevalley.es 37
© 2012 The Valley Digital Business School www.thevalley.es 38
HAY QUE USAR TODAS LAS DIMENSIONES DEL SOCIAL MEDIA
1
39 © 2013 The Valley Digital Business School www.thevalley.es
ANALIZAR LA CERCANIA
Física&Moda
1
41 © 2013 The Valley Digital Business School www.thevalley.es
ANALIZAR LA VELOCIDAD
Entender el mercado en realtime
¿Qué sites están siendo más shared en Twitter por los brasileños entre
18-24 años el 15 de Junio del 2.013?
June 15th 2013 - 24-hour snapshot of links shared on Twitter based on Demographic Profiles
0 1,750 3,500 5,250 7,000
Tumblr
Ask.fm
YouTube
FourSquare
Bitly
Unfollowers.me
Whrt.it
Male Female
Ask.fm es una nueva
tendencia para los jovenes
brasileños
© 2012 The Valley Digital Business School www.thevalley.es 43
1
44 © 2013 The Valley Digital Business School www.thevalley.es
DESCUBRIR PATRONES DE CONDUCTA
© 2012 The Valley Digital Business School www.thevalley.es 45
© 2012 The Valley Digital Business School www.thevalley.es 46
'Social fMRI' app from MIT can predict
its users’ behaviour –source
Niemanlab.org
1
47 © 2013 The Valley Digital Business School www.thevalley.es
SEGMENTAR Y PROFILING
© 2012 The Valley Digital Business School www.thevalley.es 48
© 2012 The Valley Digital Business School www.thevalley.es 49
1
50 © 2013 The Valley Digital Business School www.thevalley.es
CORRELACIONAR Y PREDECIR
Modelo Predictivo basado
en Social Signals
Correlaciona ingresos en
taquilla con Social Interest
1
52 © 2013 The Valley Digital Business School www.thevalley.es
DESCUBRIR INSIGHTS
© 2012 The Valley Digital Business School www.thevalley.es 53
1
54 © 2013 The Valley Digital Business School www.thevalley.es
CASE STUDY 1: VIDEOS VIRALES
© 2012 The Valley Digital Business School www.thevalley.es 55
© 2012 The Valley Digital Business School www.thevalley.es 56
© 2012 The Valley Digital Business School www.thevalley.es 57
© 2012 The Valley Digital Business School www.thevalley.es 58
© 2012 The Valley Digital Business School www.thevalley.es 59
© 2012 The Valley Digital Business School www.thevalley.es 60
© 2012 The Valley Digital Business School www.thevalley.es 61
© 2012 The Valley Digital Business School www.thevalley.es 62
© 2012 The Valley Digital Business School www.thevalley.es 63
© 2012 The Valley Digital Business School www.thevalley.es 64
© 2012 The Valley Digital Business School www.thevalley.es 65
© 2012 The Valley Digital Business School www.thevalley.es 66
1
67 © 2013 The Valley Digital Business School www.thevalley.es
CASE STUDY 2: DATING SITES
© 2012 The Valley Digital Business School www.thevalley.es 68
© 2012 The Valley Digital Business School www.thevalley.es 69
© 2012 The Valley Digital Business School www.thevalley.es 70
Se analizaron 36.000 imágenes
© 2012 The Valley Digital Business School www.thevalley.es 71
Y se correlacionaron con los resultados
© 2012 The Valley Digital Business School www.thevalley.es 72
© 2012 The Valley Digital Business School www.thevalley.es 73
© 2012 The Valley Digital Business School www.thevalley.es 74
© 2012 The Valley Digital Business School www.thevalley.es 75
Mirada de flirteo sin sonreir, esa es la ganadora
© 2012 The Valley Digital Business School www.thevalley.es 76
Las mujeres prefieren que no haya contacto visual
© 2012 The Valley Digital Business School www.thevalley.es 77
Parece ser que esta mirada produce misterio
© 2012 The Valley Digital Business School www.thevalley.es 78
© 2012 The Valley Digital Business School www.thevalley.es 79
Decisión importante, ¿Sólo cara…?
© 2012 The Valley Digital Business School www.thevalley.es 80
Los hombres quieren ver el plano completo
© 2012 The Valley Digital Business School www.thevalley.es 81
© 2012 The Valley Digital Business School www.thevalley.es 82
En segundo lugar, mostrar abs
© 2012 The Valley Digital Business School www.thevalley.es 83
Sólo afecta la edad, a más joven más abs
© 2012 The Valley Digital Business School www.thevalley.es 84
© 2012 The Valley Digital Business School www.thevalley.es 85
Sorprendentemente, da igual…
© 2012 The Valley Digital Business School www.thevalley.es 86
Parece que lo importante es captar el interes
© 2012 The Valley Digital Business School www.thevalley.es 87
© 2012 The Valley Digital Business School www.thevalley.es 88
© 2012 The Valley Digital Business School www.thevalley.es 89
© 2012 The Valley Digital Business School www.thevalley.es 90
No es fácil analizar esta cantidad de data
© 2012 The Valley Digital Business School www.thevalley.es 91
© 2012 The Valley Digital Business School www.thevalley.es 92
© 2012 The Valley Digital Business School www.thevalley.es 93
© 2012 The Valley Digital Business School www.thevalley.es 94
Los porcentajes son demoledores
© 2012 The Valley Digital Business School www.thevalley.es 95
© 2012 The Valley Digital Business School www.thevalley.es 96
© 2012 The Valley Digital Business School www.thevalley.es 97
© 2012 The Valley Digital Business School www.thevalley.es 98
© 2012 The Valley Digital Business School www.thevalley.es 99
© 2012 The Valley Digital Business School www.thevalley.es 100
© 2012 The Valley Digital Business School www.thevalley.es 101
© 2012 The Valley Digital Business School www.thevalley.es 102
© 2012 The Valley Digital Business School www.thevalley.es 103
© 2012 The Valley Digital Business School www.thevalley.es 104
MUCHAS GRACIAS A…
• www.gnip.com
• www.datashift.com
• www.facegroup.com
• www.outliers.es
• www.bitly.com
• www.foursquare.com
• www.okcupid.com
© 2012 The Valley Digital Business School www.thevalley.es 105
Me gustaría despedirme con una canción…
© 2012 The Valley Digital Business School www.thevalley.es 106