networked audiences: what we learn from data / gilad lotan / ipz2012
DESCRIPTION
At a time when attention is a scarce commodity, true power lies in understanding how information flows within networked audiences. It is no longer possible to demand one's attention, or even expect it at a certain point in time. For a message to spread, it must be picked out from overflowing streams of updates, photos and links, and chosen to be reposted by each individual. The networked nature of social media may give some messages an overwhelming boost in popularity, but in most cases they fade as fast as they were created. It is imperative that we use available data to better model, track and gain insight about our audiences in order to make the best decision at any given time.TRANSCRIPT
Flickr: mangpages
Attention is the Bottleneck
Information Flows through People
Alex Dragulescu
Flickr: sharynmorrow
$ = f(Channel, Demographics, Time, …)
$ = f(Topic, Network, Timing, Influence, Trust,
“engagement” …)
Daily Routines
Geographic Distribution
USA
IndonesiaGermany
Data Reflects Us
49ers: 36, Saints: 32
Identifying Spikes
Game starts
Game ends!49ers
Typical Sports Event
Social Movement
TV Show
Awards Ceremony
#OWS
#gayrights, #lgbt, #jesus, #flipflop, #jobs, #economy
#palestine, #OWS, #immigration,#abortion
#republican, #dems, #economics, #amnesty
Invisible Audiences
Flickr: left-hand
Al-Jazeera Fox News
Difference between Audiences
@Pepsi@AP@AJEnglish
Audience Activity
Whitney Houston’sTragic Death Announced
Pepsi Promotion
#Kony2012
Pittsburgh
Oklahoma City
Noblesville, IN
Engelwood, Dayton, OH
Birmingham, AL
Information Flows
Gaining Your Network’s Trust
The Right Network
Know your audienceWhat type of people follow you, how they’re connected, where
in the world they areAlignment between content and audience
No to vanity metrics more followers doesn’t necessarily mean more engagement
Realtime Information be aware of the constantly changing conversation
Bridges vs. “Influencers” just because we’re connected doesn’t mean information will flow
Building up the Right Networktrust, resonance, interest
Not necessarily about being First
