big data in 140 characters by joe rice

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  • Whats happening in the World@josephlriceNovember 18, 2016

  • Whats possible when you know what the whole world is thinking about any topic at

    any time?

    2

  • Twitter Data has unlimited value and near limitless application

  • Whats possible when you know what the whole world is thinking about any topic at any time?

  • TREND ANALYSIS

    Tracking conversations using Twitter data as a leading indicator of long term and breaking trends

    6 C O N F I D E N T I A L

  • C O N F I D E N T I A L

    RISE OF HEALTHY FOOD CONVERSATION

    Conversation about health food was on the rise in 2012-2014.

    0

    200,000

    400,000

    600,000

    800,000

    1,000,000

    1,200,000

    Jan (2012)

    Jun (2012)

    Nov (2012)

    Apr (2013)

    Sep (2013)

    Feb (2014)

    Jul (2014)

    Dec (2014)

    Healthy Food

    Junk Food

    Measure

    Twee

    ts /

    Mon

    th

    7

  • C O N F I D E N T I A L

    Oct 27 (2014)

    Jan 31 (2012)

    Aug 18 (2012)

    Mar 6 (2013)

    Sep 22 (2013)

    Apr 10 (2014)

    PALEO TREND TAKES THE LEAD IN 2015

    Dairy

    Gluten

    Paleo

    Measure

    Twee

    ts /

    Day

    0

    2,000

    4,000

    6,000

    8,000

    10,000

    12,000

    Conversation about Paleo became dominant in early 2015

    8

  • EVENT DETECTION

    Spikes in volume due to a specific external stimulus

  • MORE FOCUS FOR YOUR FOCUS GROUP

    Supplement and inform primary research

    Engage under represented groups

    10 C O N F I D E N T I A L

  • DELIVER BETTER CUSTOMER SERVICE

    Resolve questions faster and cheaper and increase revenue potential

  • 22%of Twitter users with purchase intent who Tweet at brands receive a response

    Millward Brown Twitter Vertical Profile, 2014; percentages of consumers with intent t across tech, travel, telco, automotive, financial services, CPG, retail

  • Twitter amplifies voices including your great service

    3.7x

    American Express 2011; Twitter Internal 2015

    5.8x 8.1x

  • In customer service inquiries on Twitter (and thats a conservative estimate)

    91%year over year growth

    Online shoppers use social media for customer service every month

    52.7Million

    and Twitters role continues to growSocial customer care is too big to ignore

    UPS, ComScore, eTailing Group via eMarketer "Pulse of the Online Shopper June 2015

    Crimson Hexagon based on a sample of 2,200 dedicated brand customer service Twitter handles from Q1 2015 to Q1 2016

  • $1.75

    $3.50

    $5.25

    $7.00

    Phone Email Social

    $1.00

    $3.75

    $6.00

    McKinsey and Company via Forbes Social Care in the World of Now, July 2015

    Social care is cheaperAverage cost of a customer service interaction via channel

  • Responding to a resolvable issue through Twitter boosts willingness to spend 3% to 20% over an average priced item

    Applied Marketing Science for Twitter

    Replying to Tweets creates revenue potential

    Aggregated Customer Service Study, January - July 2016, values represent calculated price elasticity compared to people who didnt receive customer service on Twitter

    $8.98 or

    3% increase in revenue potential per transaction

    For airlines

    $2.84 or

    20% increase in revenue potential per transaction

    For national pizza delivery brands

    $8.35 or

    10% increase in revenue potential per transaction

    For telco companies

  • ENTERPRISE

    CUSTOMER SERVICE

    MARKETING

    INVENTORY MANAGEMENT

    OPERATIONS

    PRODUCT DEVELOPMENT

    SALES

    RISK

    CORPORATE STRATEGY

    17

  • A single Tweet can contain over 150 pieces of

    information

    User Name User ID Follower #s Location Tweet ID

    Verified Date & Time Generator URLs Tweet Text

    Account Desc Timezone Language Lists Media

    Retweet Quote Tweet Reply Tweet Provider Klout Score

    more!

    140 CHARACTERS

    + DATA

    18

  • 19

    { "id": "tag:search.twitter.com,2005:403224522679009280", "objectType": "activity", "actor": { "objectType": "person", "id": "id:twitter.com:1855784545", "link": "http:\/\/www.twitter.com\/LandenEhlers", "displayName": "Landen Ehlers", "postedTime": "2013-09-11T23:52:03.000Z", "image": "https:\/\/pbs.twimg.com\/profile_images\/378800000646150423\/83090ccb95a60def923c674e7bd002a0_normal.jpeg", "summary": "Senior Construction Science student at Texas A&M University. Barefoot Waterskiing National Champion. Vice President of the Texas A&M Waterski Team.", "links": [ { "href": null, "rel": "me" } ], "friendsCount": 65, "followersCount": 15,

    A single Tweet can contain over 150 pieces of

    information

    User Name User ID Follower #s Location Tweet ID

    Verified Date & Time Generator URLs Tweet Text

    Account Desc Timezone Language Lists Media

    Retweet Quote Tweet Reply Tweet Provider Klout Score

    more!

    140 CHARACTERS

    + DATA

  • "generator": { "displayName": "Twitter for Android", "link": "http:\/\/twitter.com\/download\/android" },

    "geo": { "type": "Point", "coordinates": [ 30.622496, -96.3283527 ]

    Application + Point Geo

  • TWITTER DATA SOLUTIONS

    HISTORICALREALTIME INSIGHTSREALTIME HISTORICAL INSIGHTSEvery public Tweet,

    as it is created

    Understand whats happening

    Any public Tweet, back to 2006

    Understand what already happened

    Audience and Tweet Performance Data

    Understand your audiences and organic

    content

    22

  • 23

    Twitter Data

    Analytics Providers or Ecosystem

    Brands & Agencies

    Acting on Insights from Twitter Data

    Providing Analysis from Twitter Data

    Creating Social Media Content

    DATA POWERS THE ECOSYSTEM

    Some brands

  • Twitter is a platform that shows sides and doesnt take sides.

  • Pgina en blanco