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Measuring Big Social data to make safe bets on audiences
Sandra HanchardBig Data Malaysia
AIBD Asia Media Summit, May 2015
Ubiquity of social media in everyday life in Malaysia• Widespread adoption & embedded in
everyday activities • Frequency of use and diverse contexts for
access• TNS: 62% MYL users access social media
networks daily, vs 42% globally• Regarded as “important” for information,
communication & social needs• Peer-validated content: information pushed
from peers (vs. ‘pull’ of third-party platforms)
Online preferred distribution & consumption environment• Tech-savvy, binge-viewers• VPNs easier to use with mobile apps• Telcos market on speed of downloads• Promise of (legal) global content in SEA
via mobile (iFlix) • Tools for streaming video; Chromecast via
retail• Online 1st choice for content producers
Knowable audiences
• Demographics & Geo-segmentation• Behavioural
collected across ad-networks• Real-time opinions
& sentiments• Meta data: social
tagging, hashtags
Social inherent in all online platforms
Source: www.tnsglobal.com/connectedlifeMarch, June 2014
Metrics: benchmarking & behavioural research tools
Attention Lithium
BrandsEye Politweet
BrandWatch Radian6
Collective Socialbakers
Competition Spiral16
Cymfony SpreadfastDatasift StatsITGNip Topsy
HeartBeat Trackur
Hootsuite Twelvefold
Webtrends
Internet measurement
Hybrid methods:• Site-centric• Panel• ISP
Experian, Nielsen, Comscore, Effective Measure, Compete etc.
Social media analytics
What does DataViz offer?
• Exploration - inspecting for unexpected trends• Explanation -communicating to decision makers• Big data accessible for non-technical users• E.g. Tableau
• No wizards or scripts• Drag and drop: analyze data on the fly• Free publishing options & dashboards
• E.g. Gephi• Open source• Intuitive and interactive
Data-centric means finding Data Science talent• Government & MOOC partnerships (e.g.
MDEC data science cert. with John Hopkins)• Education institutions offering Master of
Data Science programs • Increasing focus on STEM (science,
technology, engineering, maths)• Data and technical literacy becoming
mandatory for media & coms graduates• Community groups e.g. Big Data
Malaysia
5 Takeaways
1. Adapt media formats for timely release online Media-rich content consumption preferences are moving online
2. Listen & interactAudiences are leaving an online trail of cues about their everyday habits, preferences & opinions
3. Make safe bets on contentBecome data-centric through measurement tools and services
4. Explore & explain trends with data visualizationDataviz makes big social data accessible
5. Find the right [data] talentMalaysia ICT is gearing up Data Science capabilities
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