When Big and Data got together, it was love at first Like

Love´s in the air!! Muuuitos corações!!!!

Breathless. Heart beating. We all know the feeling. It’s all heart, feeling, emotion. We’re waiting for the brain to kick in – but there is no relief. It’s really a sign of madness.

Love is merely a madness: and, I tell you, deserves as
as well a dark house and a whip, as madmen do: and the
reason why they are not so punished and cured, is, that
the lunacy is so ordinary, that the whippers are in love too.
— Shakespeare, As You Like It, 3.2

But these days, meeting and falling in love is not just a physical thing. It’s virtual … and played out on social networks.

Facebook-Love

The Facebook data science team has been digging through the mountains of interactions that take place between people before, during and after they fall in love. They looked in detail at the number of posts exchanged going back to 100 days before the “couple” changed their relationship status from “single”. What they found was that social media interaction plays an important role in the formation of the relationship:

When the relationship starts (“day 0″), posts begin to decrease. We observe a peak of 1.67 posts per day 12 days before the relationship begins, and a lowest point of 1.53 posts per day 85 days into the relationship. Presumably, couples decide to spend more time together, courtship is off, and online interactions give way to more interactions in the physical world.

And this is where big data gets interesting. We are now starting to see digital traces of behaviours that have real world impacts. The things that we do and say online can be correlated across thousands of data points to reveal actions that take place in our so-called “real lives”. But where does it go from here?

  • Social lifestyle mapping: Facebook (and other collectors of big data) can map and improve personas, track shifts and changes in community trends and lifestyles over time
  • Predictive targeting: With social lifestyle mapping in place, algorithms can be used to predictively target individuals and groups with relevant information. This could take the form of advertising, public health messaging/recommendations, career suggestions and so on. In fact, the possibilities are endless
  • Location awareness: As a large number of Facebook interactions take place on mobile devices, location awareness can add a greater degree of relevance to any of these predictive or realtime offers.

High level barriers:

There are some immediate barriers to usefulness that spring to mind:

  • Brands are slow to catch and embrace technology innovation: Facebook (and indeed Google) have a great deal of work ahead to prepare brands and governments for the power and opportunity that this presents. Thus far we’ve seen precious little in the way of focused education and leadership in this area and without it, organisations simply won’t be prepared (or interested) in this
  • Organisations lag in digital transformation: For these opportunities to be embraced, most organisations have to undertake digital transformation activities. Ranging from change management and education to strategy, business system overhauls and process improvement, digital transformation is the only way to unlock organisation-wide value – but few are seriously committed to such a program
  • Privacy is shaping up as a contested business battleground: Many governments, corporations and individuals fervently hang on to notions of pre-internet era privacy. Laws and regulations have struggled to keep pace with the changes taking place in our online behaviours. Meanwhile public and private organisations are conflicted in their use of, protection and interest in privacy. We’ll need to work through this to understand whether privacy really is dead.

Love´s in the air!! Muuuitos corações!!!! erika k via Compfight

Trust is Up across Australia–Edelman Trust Barometer

TrustIsUp.png

One of the more useful and interesting regular reports is the Edelman Trust Barometer. Each year, thousands of people are surveyed – and the global and national results for 2014 have now been published. It’s well worth a deep dive into the information, statistics and analysis. But one of the standout observations is that “Trust in every institution is at its highest point”.

TrustIsUp

This is particularly interesting for a number of reasons:

  • Locally we have emerged from a particularly tumultuous election cycle. While trust in government has improved – the growth in trust in the NGO sector has accelerated. We increasingly place our trust in independent organisations NOT governments
  • Business leaders and CEOs remain at the bottom of the trust heap. This may not be an issue for many organisations but for businesses that operate in high-touch environments, CEO profile can have a significant impact on a range of indicators from share price to employee morale, net promoter score etc
  • Experts are back on the favoured list – with the public increasingly supportive of experts and academics.

If – as we expect – the connection between social media / business / life becomes much more nuanced and integrated through 2014, then trust will become a much more important factor in our business, professional, personal and social lives. And for organisations wanting to remain relevant in the lives of connected consumers, that trust counts.

The question for marketers is – have you built trust into business DNA? Because now more than ever, marketing = business and business = marketing.

Pungent Granularity – Penn and Teller take on the Anti-Vaccination Conversation

Hungry? [Explored]

Social media has a powerful ability to stimulate and create conversation. But when you are planning your communications, it’s essential to know your audience. And these days, “knowing” your audience isn’t just about mapping, analysing and researching. It’s about understanding their “pungent granularity”.

Pungent granularity and the social audience

To survive in a world where consumers expect one-to-one marketing and real time business responsiveness, we need to move beyond the simple targeting of our consumers. This means responding to:

  • The three forces of self-segmentation: Before we take an action, make a decision or puts our hand into our pocket to actually transact, we make a quick personal assessment. We self-segment according to our needs (does this “thing” solve a need state that I have), behaviours (does this “thing” reinforce, challenge or shift my behaviour) and attitudes (how does this “thing” make me feel?). Marketers must understand the nuances of this self-segmentation and bring this understanding to their efforts
  • What we already know about our consumers: Whether we capture “big data” or just quickly trawl the social web, we can quickly amass a detailed knowledge of our consumers. The challenge with this becomes not one of data collection but of frameworks for making decisions and taking actions. This is where I quite love Sam Gosling’s OCEAN framework. Moving away from the MBTI mappings, he suggests that Openness, Conscientiousness, Extroversion, Agreeableness and Neuroticism can be easily assessed via our digital footprints. And in doing so, we can plan our communications accordingly

When we pull together all this information, we get a deep sense of our consumers. We know not just what they say they “like” but how this influences their actions and decisions. We understand their connections, social graph and the way that they operate in a digitally-connected world. And deeply buried amongst all this is the “trigger” – what motivates.

The “trigger” is the kicker

Take a look at this fantastic video featuring “illusionists and entertainers”, Penn and Teller. It’s on the subject of vaccinations. It’s forceful and NSFW (with a few F-bombs scattered throughout). The language is direct, the message clear and in your face.

But will it achieve what it is intended to do?

Unfortunately, I don’t believe it will. The motivation here – not of the creator – but of the viewer is triggered by the same level of frustration shown by Penn. Those who are pro-vaccination will be keen to share and validate their own position. Those who are anti-vaccination will reject the facts, figures and approach outright. The frame is out of focus for the second group – and the argument will be based on the framing of the data as a way of disputing what is “true”.

This is why wheeling out big data will also be challenging. While the Mayo Clinic clearly states:

“Vaccines do not cause autism. Despite much controversy on the topic, researchers haven’t found a connection between autism and childhood vaccines. In fact, the original study that ignited the debate years ago has been retracted.” Mayo Clinic – Childhood Vaccines: Tough questions, straight answers (here)

… many still view this sceptically.

But if there really is a desire to change the point of view (or point of belief), behaviours and attitudes of anti-vaccination folks, there is a need to more deeply understand them.

Hungry? [Explored] Riccardo Cuppini via Compfight

Time to Bring Down the Search and Social Silos

STHLM #12

When I first joined the ADMA expert group for social media, there was a separate expert group for search. But as we met and discussions flowed, it seemed obvious that the two should merge. After all, when it comes to all things digital, search and social were – in most cases – essential collaborators. Or should be.

In many cases, however, search and social are kept at arm’s length – each claiming digital marketing top spot.

There is no doubt, however, that combining search and social has a much more powerful impact on almost any of your metrics. And with Google’s recent announcement around shared endorsements, this impact will become more formally entwined. Those who continue to resist social media’s siren call, or who keep the artificial silos in place across their marketing teams, will start to see performance of both search and social flounder.

The only way ahead for digital is integrated. And for 2014, you can expect this to accelerate and broaden. It’s time for the walls in your marketing silos to come down – and this is the year to do it as this infographic from Prestige Marketing shows.

2014-trends-in-social-search-infographic

STHLM #12Creative Commons License Thomas Leuthard via Compfight

Get More from Instagram

Hello_my_old_nemesis_..._We_meet_again

I have been a fan of Instagram for some time. Not just because of the filters … but because it has developed an interesting and engaged community of users. Instagram has become the Flickr that the internet didn’t forget.

But there is a vast difference between using Instagram as an individual and using it as part of your business marketing toolkit. But many of the things that you love about Instagram personally, can be usefully applied professionally – with a couple of caveats:

  • Think with your brand hat on: Consider the content, composition and colour of the photos you are taking. Try to provide some form of visual consistency
  • Let your personal creativity and personality shine: Just because you are working on a professional presence doesn’t mean that it is a personality free zone. You got your job due to your unique talents. Apply these to your Instagram efforts
  • Connect in and connect out: Make sure that your Instagram efforts are connected with your broader marketing and business strategy. Remember, likes are not revenues, so don’t get carried away with a flurry of interest. But do take advantage of the high levels of community engagement available through Instagram – it’s a great way to connect out to your community.

This great presentation on Instagram by Ross Simmonds provides some fantastic guidelines for doing more with Instagram together with samples of brands that are doing the right things.

You Are What You Endorse–Google Shared Endorsements

Google Search and Social - Shared Endorsements

Remember that old saying that “when the product is FREE, the product is YOU”? Well Google are putting their advertiser’s money where your mouth is – with shared endorsements now being incorporated into search results. This brings together two powerful web transformation engines – search and social – in the one interface.

That means that those online reviews etc that you have contributed over the years are being aggregated behind the scenes and will begin to appear in the search results that you and your friends see when using Google Search. Your friends will know it is you, because the results will show your name and photo along with the review, +1, follows or shares that you have published on the web.

As Google explains, it will look like the image below …

GoogleSharedEndorsements

Over the last 12 months or so, Google has been requiring Gmail users to sign up to Google+. So even if you are not a dedicated G+ user, so long as you are signed into Gmail, your browsing habits, interests etc are being collected, analysed and tagged in preparation for this style of endorsement.

But if you are not keen to lend your personal brand, reputation or face to these businesses (and to Google), you can opt-out of Shared Endorsements here.

Australian Social Media Users–Distracted by Distraction

Innovative survey app AskU

No matter whether we are at home, work, attending a social event or even in the car, social media is increasingly an integrated part of our lives. And while social media is being used by brands to engage their customers, the vast majority of people use social media outside of their professional lives – it seems that social media still has some way to go in the lives of Australian business professionals. This infographic created by innovative survey app AskU reveals some of the emerging behaviours of Australian social media users.

Interestingly:

  • 72% of people use social media daily
  • Over 80% of regular social media users use social media for pleasure (not work)
  • And 88% of people know someone who “overshares” on social media.

Does this sound like you?

This Holiday Season, Get Your Social Media House in Order

Ready 4

It’s been a long year, and I know you are tired. Worn out. Ready for a break.

But how READY are you? Because when it comes to social media, you need to be business READY, and by that I mean:

Responsive Don’t bury your head in the sand. An issue can turn into a crisis very quickly. Make sure you have protocols and people that allow you to respond to issues as they arise. Even over the holidays.
Engaged It’s hard to hose down a crisis if you’ve never engaged with your audiences via social media. There’s an old saying, “dig your hole before you need the water” – and the same applies to social media. Be sure to engage with people before you need to. And if a crisis eventuates, be sure to remain engaged with the topic, the participants and your stakeholders.
Active In a crisis, remain active. Initiate communications. Actively monitor inbound and outbound channels. Check the facts and correct inconsistencies. Become the authority.
Direct When things are going pear-shaped, it’s tempting to “gild the lily” – to put some positive spin on events. Resist that urge. Be direct in your communications and engage with the issues that you need to, but don’t feed the trolls.
Y-front prepared There can be no doubt that a social media crisis is embarrassing for your brand. Are you ready to be caught out in the spotlight? What do you do when your dirty laundry is aired? Be prepared to talk dirty laundry.

And if you need a more detailed guide to managing a social media crisis, take a look through Simon Kemp’s excellent guide. It may be the best present you’ll get all year.

Coming Soon to a Google Ad -> You

Eye I. By Thomas Tolkien

A couple of years back, Facebook changed their terms of service that allowed your images to start appearing in contextual advertisements offered across the social network. More recently, they announced plans to remove a feature that allows people to prevent their names being found in search results. This means that those using Facebook can now be found by strangers (or by past friends, lovers, enemies) simply by using Facebook’s internal search tool.

Facebook explained that this feature was only being used by a small percentage of people. However, it’s a part of what seems to be an ongoing test-and-learn experiment about how much private information its 1.1 billion users are willing to share. Earlier this year, Facebook’s Graph Search revealed just how big “big data” can be – with over 500 terabytes of new data being produced each day. And based on their recent earnings announcements, that big data/privacy play is paying off – with revenue up 53% over the previous year.

And now, Google are following a similar path, tapping into all your reviews, recommendations and endorsements in their search results and advertisements. You probably noticed that Google provided a top of screen notification about changes to their terms of service a couple of days ago. If you waved it away without investigating, here is the section most relevant to you:

We want to give you – and your friends and connections – the most useful information. Recommendations from people you know can really help. So your friends, family and others may see your Profile name and photo, and content like the reviews you share or the ads you +1’d. This only happens when you take an action (things like +1’ing, commenting or following) – and the only people who see it are the people you’ve chosen to share that content with.

This new policy that comes into effect on 11 November 2013 will show shared endorsements on Google sites and on more than two million sites that use the Google display advertising network. What will this look like? In the sample image below from the Google Support blog, your friend’s recommendations/ratings appear in Google places, search results and ads.

GoogleChanges

You can, however, opt out of this system, but there is a catch – you need to have a Google+ account.

Simply follow THIS LINK to Google Endorsements and uncheck the box and click the Save button.

This may well give Google+ membership a much needed shot in the arm. Or it may just increase the cynicism of the internet using public. But if the lessons from Facebook’s privacy test-and-learn approach is anything to go by, it will slip by largely unheeded and little understood – with Google claiming the benefits of your personal recommendations.

Eye I. By Thomas TolkienCreative Commons License Thomas Tolkien via Compfight

Brandwatch Vizia Shakes Up Social Media Command Centers

viziaimages.gif

The concept of social media monitoring seems like a no-brainer. Marketers use keyword driven technology tools to tap into the vast oceans of social media data to reveal mentions of their brand, products and company and then determine how best to respond. It’s a model that replicates the traditional “media monitoring” approaches that have been in existence for decades.

But in the shift to digital, it’s not just advertising that is being overtaken by digital derivatives – news, commentary and analysis is challenging our ability to understand, collate, curate and respond to shifts in community, political and consumer sentiment. New forms of media engagement like social media has further complicated the situation, to the point where some form of digital or social media command center is not just useful but necessary.

Where once the news cycle evolved at a slower pace, this digital transformation has accelerated our need to understand and respond to these challenges. Our monitoring solutions must now be real time, contextual and their insights actionable. And we need to view them not as pretty visualizations to fill out our reports mid- and post-campaign, but as vital business intelligence systems that can inform our decision making. We need to think of these social intelligence systems as an MRI for brands allowing us to understand what resonates with customers, where the blockages are and what has velocity and vitality.

In short, the age of command centers is ending and the need for social intelligence is just beginning. It’s less about a room with big screens and funky graphs – and more about getting that vital information to the right people in your organisation at the right time.

This is where the new Vizia platform from Brandwatch comes into play. Announced today, Vizia combines a spectacular (yes, indeed) user interface with a business model that provides unrestricted access to users across your enterprise. This means that the same data source can be accessed and analysed by Marketing as well as HR, by Customer Service and the Executive Board. It puts data into the hands of the business decision makers at all levels of your organisation – in realtime.

vizia-images

 

You can find out more about the features of Vizia here.

As a next generation command center – or social intelligence platform – Vizia is shaking up the market which has been relatively uneventful for the last couple of years. With market consolidations and jockeying for position there has been little innovation – even amongst the smaller players and new entrants, but Brandwatch’s Vizia with its multi-screen display and generous licensing model is set to reinvigorate the market.

It’s particularly worth investigating where you need:

  • Broad access to social intelligence data and reporting
  • To showcase social initiatives across your business
  • A way to manage online crisis communications
  • To capitalise on real time marketing opportunities

Take a few minutes to watch the explanation video on the Brandwatch blog – it’s worth it to see the software in action.