Big data in 140 characters by Joe Rice

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Page 1: Big data in 140 characters by Joe Rice
Page 2: Big data in 140 characters by Joe Rice

What’s happening in the World@josephlriceNovember 18, 2016

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What’s possible when you know what the whole world is thinking about any topic at

any time?

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Twitter Data has unlimited value and near limitless application

Page 5: Big data in 140 characters by Joe Rice
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What’s possible when you know what the whole world is thinking about any topic at any time?

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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

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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

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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

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EVENT DETECTION

Spikes in volume due to a specific external stimulus

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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

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DELIVER BETTER CUSTOMER SERVICE

Resolve questions faster and cheaper and increase revenue potential

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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

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Twitter amplifies voices including your great service

3.7x

American Express — 2011; Twitter Internal — 2015

5.8x 8.1x

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In customer service inquiries on Twitter (and that’s a conservative estimate)

91%year over year growth

Online shoppers use social media for customer service every month

52.7Million

and Twitter’s role continues to growSocial customer care is too big to ignore

UPS, ComScore, eTailing Group via eMarketer —"Pulse of the Online Shopper” June 2015Crimson Hexagon — based on a sample of 2,200 dedicated brand customer service Twitter handles from Q1 2015 to Q1 2016

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$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

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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 didn’t 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

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ENTERPRISE

CUSTOMER SERVICE

MARKETING

INVENTORY MANAGEMENT

OPERATIONS

PRODUCT DEVELOPMENT

SALES

RISK

CORPORATE STRATEGY

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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

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{      "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

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

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

Application + Point Geo

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TWITTER DATA SOLUTIONS

HISTORICALREALTIME INSIGHTSREALTIME HISTORICAL INSIGHTSEvery public Tweet,

as it is created

Understand what’s happening

Any public Tweet, back to 2006

Understand what already happened

Audience and Tweet Performance Data

Understand your audiences and organic

content

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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

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Twitter is a platform that shows sides and doesn’t take sides.

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