social photo brand clustering analysis - iiex north america 2015
TRANSCRIPT
Birds of a Feather….Eat, Drink and Wear the Same
Brands
a social photo clustering analysis
Insights Innovation ExchangeAtlanta, GA
June 16, 2015Mary Tarczynski, CMO
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Social photos continue to expand with more than 1.8 billion shared daily
Mary Meeker 2014 Internet Trends Report
Photos capture what people are passionate about and many include brands
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Yet marketers are currently missing these pictures as 85% of the photos Ditto finds containing a brand do not
reference it in text
No reference toBolthouse Farms V8
No reference to Uber
No reference toPampers
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• Proprietary computer vision and machine learning algorithm built by MIT-trained vision scientists
• Scours multiple platforms processing millions of photos daily
• Finds tiny, obscured, reversed and upside-down logos in cluttered environments
Ditto shines light on this “data blindspot”
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Marketers use Ditto for customer insights and engagement
Analyze trends and identify affinities.
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Unlock insights via the rich context of user-generated photos.
Engage with influencers and grow community.
Target ads based on brands and categories fans actually use in the wild.
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The Ditto dashboard displays affinity brands - other brands that appear in photos from handles that shared primary brand.
What happens when we take a deeper look at brands that appear within the same users’ photo streams?
We employed statistical analyses used in measuring homophily, the tendency of individuals to associate with similar others.
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Coca-Cola was co-shared the most, with an intra-connected circle of brands and many tendrils. Corona, Bud Light, Red Bull, Monster, and Jack Daniels are also highly connected.
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Sharing relationships can be used to group brands into cross category “communities.” Are Harley Davidson, Brooklyn Lager, Sierra Nevada, Santa Cruz and Sodastream “hipster” brands? Why are Porsche and Nissan connected to Red Bull and Chevy and Lincoln with Coca-Cola?
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By limiting the graph to 50+ co-shares the highly connected brands stand out even more. The communities are similar, even though the graph is much sparser, which shows that the structure is persistent.
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As suspected, low cost, frequently consumed beverages are highly connected.
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Beverages
Liquors
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Well connected liquor brands could be reflective of the holiday time period.
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Beer
The connection between Corona and Bud Light is likely a reflection of similar social (often outdoor) occasion positioning while Corona and Heineken are both approachable imports. The paucity of brands in this 50+ view could be indicative of less brand switching in the beer category.
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Cars
As suspected, the high cost, infrequently purchased car category brands are not highly connected to each other (but often found in the same stream of user photos with beverage brands due to common sponsorships).
Let’s take a look at closer look at a couple of connected
brands
In this data set, pictures shared on Twitter from 66 handles contained both Harley Davidson and Santa Cruz during this two month window.
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Australian pop band 5 Seconds of Summer members Michael Clifford and Calum Hood wear t-shirts sporting Harley Davidson and Santa Cruz Skateboards. Fans like Melissa Garcia are likely to share photos of both.
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We also found high co-sharing between Coca-Cola and Corona in this dataset – 170 instances in this data set.
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One of these co-sharers is Tomas Duarte, a surfer and prolific photo sharer who often features beverages.
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How can marketers use Social Photo Clustering Analysis?
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Brand Co-Sharing Network• Co-promotions• Merchandising• Licensing agreements• Line extensions• Sponsorship selection• Media Placement• Ad targeting
What are your business hypotheses that photo analytics can help solve?
User Friendship Network• Identify memes and visual
trends• Segment customers• Monitor brand adoption• Identify influencers• Predict adoption via social
networks of products, causes and campaigns (good and bad)
Ditto is now rolling out CNN’s for Scene and Object Recognition
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Other Initiatives on the Ditto RoadMap
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• More robust analytics within Ditto platform and expansion of API partnerships like Tracx
• Private photo sets - communities and panels (medicine cabinet, pantry, fridge, broom closet, etc)
• Expansion to international networks like Weibo
• Video processing
Mary Tarczynski
Chief Marketing Officer
ditto.us.com
James Williams
PhD Candidate, Applied Mathematics
Yale Institute for Network Science
• QUESTIONS?