Cloud 5: Behaviours and Context

John GriffithsFeb 1st 2011

Cloud of Knowing

Going to be talking about

Internet content is poor grade content But outstanding contextual and behavioural

data – so let’s treat it as such And it’s a free resource..

content vsbehaviours vs

? What does online data deliver best

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The research task: finding the fruit

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Qualitative technique

Separation of process from content in qual

Reportage –– no separation – pulp!

Cloud of KnowingDoes context matter?

ArbitraryArtificial

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Dictionary definitions

Source businessdictionary.com

Cloud of Knowing

Dictionary definitions

Source businessdictionary.com

Cloud of Knowing

Dictionary definitions

Source businessdictionary.com

The part of a text or statementthat surrounds a particular word or passage and determines its meaning.

Cloud of KnowingDoes context matter?

Imposing frames of reference

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Thinking about advertising you have seen in the last 2 weeks..

When you make gravy.. What do you usually?

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Why focus on context?

Because found online contentdoesn’t match offline research content

What people spontaneously post is richer in behavioural and contextual data

Play to your strengths

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Ocean vs jellyfish

Jellyfish 99% water and mostly transparent –people are unreliable at reporting recall, behaviour, let alone culture changes

Are we researching the jellyfish – or are we using the jellyfish to understand the ocean?

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Wineglass vs Mattress Remarkably difficult to start a

movement that travels the length of the mattress – LOTS of post rationalisation – mostly with non commercial virals

Behaviours and contextual data spread faster than content

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Not everybody online is equal

Creators

Fans

Viewers

Bystanders

Curators

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Grading data: the curator curve

Some people know a lot more than others, Some post a lot more content than others A significant proportion of non commercial web

content is published by a relatively few sources How much you have posted affects the content

you post – and what you say. We need to factor in a measure for curation for

every piece of data we examine And identify those who create and the fans

who link comment and forward

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Grading data: the attention curve

We pay a lot more attention to some information than others

Currency comes from lots of people perceiving that others are perceiving it too

It affects how we talk about it Much of the desire to reach large numbers of

people comes from brand manager’s desire to locate and aggregate an audience

When we track how many people have paid attention we need to identify creators and fans separately from audience and bystanders

Bystanders received it but didn’t pay attention

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Usage: Mothers with babies and toddlers

Behaviour Stills uploaded – where uploaded uploaded clips: clip length, number Verbatims about trips with young children –

camera mentions Camcorder vs mobile usage/repertoire

Geographical context Geotagging – where clips being shot Geo distribution of images/clips

camcorders

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More usage.. Social Context

Subject matter What the children are doing What is said about what the

children are doing Social media context

Who photos clips are mailed to Who comments Who forwarded to Keywords used

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Purchase

Triggers to purchase Camcorder/camera repairs search enquiries Visits to camera camcorder websites Competitor models considered, sort criteria Features searched for

Social media context Asking for advice about cameras used Who comments Who forwarded to Keywords used

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Social media currencyfor each item of data

Social metrics Audience curve:

Size and scale of audience – index against other types of clip

Curator curve: Frequency and regularity of posting or

commenting on this topic compared with others.

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Conclusions Contextual and behavioural data is so

much more than online behaviour Probably needs an offline research

study to identify interesting behaviours Once identified behaviours and context

can be tracked. Frequency and change over time can be

automatically monitored

Discuss!!