Ways to understand fans31. 8. 2013 BabelCampJosef Šlerka

Who am I?In social media res...

http://www.lajkovani.cz/sna/egonetwork/network

YouTube Networkaffiliate network

YouTube

video network established based on so-comments network

people as filter

examples:

top 200 videos about EU

top 200 videos about Iveta Bartošová

http://www.lajkovani.cz/sna/evropskaunie/network/

Facebook pages network

UniversityCUNI, MUNI, TUL, UJEP

Political party ČSSD, ODS, KSČM, Svobodní, Zelení, Ano 2011, Zemanovci

http://www.lajkovani.cz/sna/politicke%20strany/

Twitter affinity score

Affinity score

The affinity score related to an account, shows the relationship between audiences of two accounts.

That is, the affinity score estimates how many times more likely you are to reach an audience who visits a specific account versus an audience of Twitter overall.

It’s coffee time!global vs local

@mama_coffee

mamaVodickova 177.753675584478kavalerie 48.175977169816Mujsalekkavy 46.1039848326985ChilliJulie 45.7080880074373apetitonline 45.3157439043691Sklizenocz 29.9180212412316jiznisvah 28.9664865419913FastFoodZurnal 27.6363555253194doubleshot_cz 25.8426497580511AnoSefe 18.8545863030679CzechPlease 17.3555802803147zufanek 14.5468220386471

@kavarnaspoleknickname afinita

kavarnaspolek 549.948215798889

kavalerie 96.72726712950850

poznejbrno 59.06514538093490

Sklizenocz 53.04695304695300

BrnoNow 45.55000528475650

doubleshot_cz 29.681623266176400

ZitBrno 29.300623126176400

kasparek 22.67507907830210

honzabocek 21.52188891841140

scukcz 10.88755675844950

Facebook interest positioning Who are yours friends?

Facebook affinity score...... it’s again same song!Tell me what you like and I know who are you...

Looking for patternsOnce again about universities, but from students point of view....

page_name affinityUniverzita Karlova v Praze 249.013623166828Filozofická fakulta Univerzity Karlovy 170.78410311493UKáčko.cz - Portál studentů UK 150.541369926466Přiznání UK 92.364868557687Najdi job s humanitním diplomem 54.7287900533932Charles University in Prague 47.1009870827052Městská knihovna v Praze 41.2397098993088Česká Pozice 28.3997891996654Pražský Majáles official 22.28967689494FakultaRoku.cz 21.1089220377146iHNed.cz 18.5520108001244Co je v Praze zadarmo 15.6563943323852Nicolas Winton - skromný hrdina modest HERO 14.6695836400086Miluju Prahu 14.3667928161124Lékaři bez hranic / Médecins Sans Frontières MSF 13.9188024912674DOX 13.6936544259199Časopis Respekt 11.4951104331943VÁCLAV HAVEL 11.1482623609716TOP 09 10.2534171484458Časopis Reflex 9.20396554035302ČT24 9.14036554691546Má to smysl, třídím odpad! 9.03511138446454Nevolili jsme Zemana a jsme na to hrdí 8.41889074358553Karel Schwarzenberg 6.13784398672189Zoo Praha 6.10777242753154

page_name affinityMasarykova univerzita 413.641822252786LeMUr.mu 280.528448461889Měsíčník Masarykovy univerzity Muni.cz 274.96012196949MUNIE 263.33447276134Masarykovy debaty 177.386577203187Milujeme vědu 171.380861005727Fakulta sociálních studií Brno 166.073516242171IS.muni 161.302124924837Studuj na MUNI 138.962003259688Moravská zemská knihovna 131.66723638067Masaryk University 125.873913768786Přiznání MUNI 94.8209402026151Žít Brno 70.7226124318053Bar, který neexistuje 68.1758226390347Co je v Brně zadara? 49.224201343644Opráski sčeskí historje 30.2173930510901Brno 29.8534637809412Primát.cz 22.207791375832Brněnský Majáles official 20.8308459899836BRNO 18.9990890180394Slevomat Brno 17.2908117690309Časopis Respekt 11.8928757888494TOP 09 10.5907971118425Anglická slovíčka, která vás ve škole nenaučí 10.3405846645198DOBA Magazín 7.84652045044661votocvohoz.cz 5.93564477679302ČT24 5.79717986523489Karel Schwarzenberg 4.72392294102721

page_name affinityŽurnál Univerzity Palackého 1143.81067961165Majáles Univerzity Palackého 711.974110032362Helena v krabici 672.408640546816Univerzita Palackého 631.964364518976Vychytaný kurzy na UP Olomouc 519.703026841805Knihovna Univerzity Palackého v Olomouci 403.044279659217Filozofická fakulta Univerzity Palackého v Olomouci 336.305810025261Přiznání UPOL 299.734046356006Brigády Olomouc 297.285941108008Přírodovědecká fakulta Univerzity Palackého v Olomouci 259.342997739061Akademik sport centrum UP 257.092945325633Informační centrum Olomouc 213.583470610914Muzeum umění Olomouc / Olomouc Museum of Art 206.28129481182Palacký University, Olomouc 201.941747572816Divadlo Tramtarie 196.429256686749Academia Film Olomouc 195.228622992715Jazz Tibet Club 193.71117498245Kino Metropol 190.751021007068Párty Olomouc 183.734848941687Vánoční trhy Olomouc 159.11898163851815 minut - Club & Pub 137.704822225631Black Stuff Irish Pub 136.466040950579S-cube 118.440393100628Šantovka Olomouc 106.960671383907Najdi job s humanitním diplomem 51.1742586605716FakultaRoku.cz 38.9387882249104Olomouc, Czech Republic 35.0377029641298Olomouc CITY 26.0951603514148Regiojet 25.3873494068592Anglická slovíčka, která vás ve škole nenaučí 16.938895468194"Rožni" 12.3232060979858Návody "udělej si sám" 11.1310844654486Časopis Respekt 10.2047005848078votocvohoz.cz 6.35071938529875TOP 09 6.30469015600228Nad alkoholem jeste nikdo nevyhral, ale moravaci s nim remizovali :D 6.19308740875342

page_name affinityStudentská unie Technické univerzity v Liberci 1086.22994652406Akademické sportovní centrum TU v Liberci 1015.625Technická univerzita v Liberci 705.266497461929Přiznání TUL 572.183098591549TULáci 544.321895424837Studenti TUL 454.927211646137Kavárna Bez konceptu 396.930756159728TUL - ekonomická fakulta 369.856154406409Bazén Liberec 91.5164857669466Kolej Roku.cz 66.5142817690456Liberec 55.0837364409264Liberec, Czech Republic 42.1619964147561OC NISA Liberec 36.6746195511994ZOO Liberec Official 36.181866761667330ti denní výzva 6.75004747286135ČT24 5.39359147531142

Full segmentationsTransactions dataOnline behaviorFacebook positioning

Postup

segmentation from transaction and other data

enriched for typical affinities in Facebook preferencies to the average population in each segment

conjunction of both systems

Social Insight Finder (Ataxo & KPM Group)

Some cases from the final analysis (a bit)

č. 2 URBAN YUPIIESaverage revenue

purchasing: goods, food, fun, less travel

browsing: fun, food

activity on the web: above average

sex: the biggest number of men from the most buying segments

significantly above average payment by card

men: urban older teenager, after school, single or doesn’t have any serious relationship, has money, wants to show off

price sensitive: dTest magazin

technology: MobilMania.cz, Zive.cz

entertainment: Fotbálek, Zelená, Show Jana Krause, Maxim

women: students after or at university (faculty of the year), single or no serious relationship, have money for their needs

want to show off, discuss fashion, brands – Starbucks, Botyk.cz, Fashion Days, CCC Boty, Zoot, Módní peklo

image – Vodu z vodovodu Zdarma, Potřebuji

č. 8 Men without money

They don’t buy anything, but they do something and we know what they’re looking for.

č. 8 Men without moneyinsight: I search for, what would I buy, but I don’t have any money

mix of men without money, many students (Státní maturity, Stáhněte si zadání) from smaller towns (Brno, Ostrava)

passive entertainment: Vyžeň nudu

betting: Tipsport, Onlajny.cz, Chance

technical interests: Datart, Mobilmania, Asus, Škoda, Peugeot, Ford, Hyundai, Autosalon TV Prima

Thank you!@josefslerka