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

Making safe bets on content with telemetrics & Social TV

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-viz-centric broadcasters

Dataviz & analysis tools: can be affordable investment

Credit: www.computerworld.com

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

sandra@bigdatamalaysia.orgTwitter: @sandrahanchardfacebook.com/groups/bigdatamy

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