Practical Applications for Social Network Analysis in Public Sector Marketing / Comms
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This document provides an overview of a presentation on practical applications of social network analysis. It discusses the growth of social data, defines social network analysis, and provides several use cases. It then outlines the presentation topics which include basics of reading sociograms, refining data, and applying SNA to public sector marketing. Examples of SNA applications to specific organizations are provided. Both free and paid tools for conducting SNA are also mentioned.
Practical Applications for Social Network Analysis in Public Sector Marketing / Comms
- 1. Cutting Through the CrowdPractical Applications for Social Network Analysis Presented By: @mikekujawski and @joshuagillmore
- 2. Who are we? MIKE KUJAWSKI JOSHUA GILLMORE Dad. Husband. Managing Partner at @CEPSM Management consultant, trainer, and speaker for governments, non-profits, and associations. Niche: Strategic marketing and communications, digital engagement, social network analysis Associate at @CEPSM and Analyst at @SecDev Social media intelligence analyst who cuts through the data deluge to find answers to tough questions Niche: Social network analysis, training and developing new methods for data driven decision-making
- 3. What we’re going to try to cover today: • Growth of social data • Definition and brief history of SNA • Specific use cases • Basics of reading sociograms • Drilling down and refining your data • Application to public sector and NGO marketing • Examples of actionable insights • Using free basic tools • Using advanced tools (free or fee-based) • Closing considerations • Q & A
- 5. 2.5 quintillion (18 zeros) new data bytes produced daily
- 6. Increasing global comfort with sharing content online Ipsos OTX. Weighted sample size of 12,000 across 24 countries. Survey question was “describe how much you share online (including status updates, feelings, photos, videos, links, etc.)”
- 7. Across an ever increasing amount of social platforms.
- 9. Various uses for examining social data: Situational Awareness • Developing an overview of an unknown situation or event to focus future analysis Ongoing Monitoring • Daily tracking of account activity and relevant keywords within a topic area Social Network Analysis • Acquire an understanding of the social dynamics for large-scale data to tell you who and how users are relating Priority Information Requests • Ask a pointed question to support an important decision Investigations • Acquire additional information on a person or organization Engagement • Analyze information around a communications goal or objective to provide engagement and content suggestions Performance • Assess performance effectiveness and progress based on defined metrics measured against targets
- 10. I work with social media.
- 11. Not that social media. This social media.
- 12. Requirements Planning and Direction Collection Processing and Exploitation Analysis and Production Dissemination Social media intelligence towards decision making. “The first demonstration that the use of SOCMINT (social media intelligence) must make is that it works…the ‘success’ of intelligence is not the information or even secrets that it collects, but the value it adds to decision- making.” - Sir David Omand GCB
- 13. SNA Definition. Social network analysis (SNA) is a strategy for investigating social structures through the use of network and graph theories. It characterizes networked structures in terms of nodes (individual actors, people, or things within the network) and edges (relationships or interactions) that connect them.
- 14. Konigsberg Bridge Problem (1736) First Grade Class (Grant - 1952) Facebook Sociogram (2012) Jefferson High School Sexual Relationship Study (Stovel, Moody, Bearman, 2005) Network analysis in not new.
- 15. Air Canada Destroys Specialized Wheelchair #TwitterStorm My own social network challenge.
- 17. Cutting through the crowd.
- 18. Looking for the loudest. A problem.
- 19. Towards connecting based on relationships.
- 20. Mapping the 250,000 person digital crowd.
- 21. Communities typically represent. Political Affiliations Religious Groups Organizations Social Movements Informal Social Groups Geographies Languages Event Affiliation Botnets
- 22. A diverse array of statistics to measure various attributes. Celebrity Status Behind the Scenes Actors Importance and Responsiveness Community Bridging Hyperconnectivity Clustering and Isolation Affiliation with the Core Network Directed Communications Frequency Descriptive Statistics on Communications
- 23. Cutting through the crowd by raising the water.
- 24. Making sense from the data deluge.
- 26. You can apply network analysis principles to: 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
- 27. Isolate your key actors to a manageable level 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
- 28. Towards engaging directly… or indirectly. 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities Greatest Influence You Influence is Halved Friends (1st Degree) Influence is Halved Friends of Friends (2nd Degree) Negligible to No Influence Friends of Friends of Friends (3rd Degree)
- 29. Applicable to multiple social behaviours. 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
- 30. 1. Turn the User into a Content Filter 2. Acquire content in the quickest way 3. Understand community dynamics 4. Create sharable monitoring resources Monitor these user directly to: 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
- 31. Collaboratively monitor by community. 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
- 32. Use communities for engagement. 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
- 33. 1. Identity - Why they associate 2. Values - What they should say 3. Norms - How they should act 4. Perception - How they view events and issues Guiding users will typically act as an indicator for: 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
- 34. Use additional SM indicators to refine engagement. 1. Engage Directly and Indirectly 2. Efficient and Responsive Monitoring Practices 3. Target and Tailor Communications to Specific Communities
- 36. SNA has direct applications to the marketing process
- 37. Example 1 – DFO Brand Network.
- 38. Example 2 – Spotlight Analysis on DFO Pacific.
- 39. Example 3 – Oceans & Science Network
- 40. Example 4 – Spotlight Analysis on Cacouna Community.
- 41. Example 5 – Mentions of ATIP or Access to Information
- 42. Example 6 -Snowball Sampling from a single FB page Intact- co-ordinated anti-circumcision community Part of larger anti-circumcision community anti-vaccine community human-milk only community libertarians, anarchists, etc...
- 43. Free basic social network visualization tools
- 44. Free Tool #1 – MentionMapp.com (yes, it has two “p’s”)
- 45. Free Tool #2 – SocioViz.net
- 46. Free Tool #3 – Netyltic.org
- 47. Free Tool #4 – NexaSearch (Free HootSuite App)
- 48. 1. Collect your Data 2. Process your Data 3. Enrich your Data 4. Analyze your Data 5.Execute Of course, you can also pay some $ for extra mileage.
- 49. Data collection in a fractured landscape.
- 50. Garbage in = Expensive garbage out.
- 51. Convert the data into the proper format.
- 52. Advanced Tool #1 – Gephi Used for network manipulation.
- 53. Advanced Tool #2 - NodeXL Used to collect and explore sociograms in Excel.
- 54. Advanced Tool # 3 - Tableau Used to analyze the data.
- 55. Advanced Tool #4 - Bottlenose Enterprise SNA
- 56. Advanced Tool #5 - NexaMaster Enterprise SNA
- 58. Need to understand the visuals and underlying principles
- 59. Change isn't easy once you have your sample
- 60. Not easy to turn everything into a nail with your hammer
- 61. Garbage in = Garbage Out
- 62. Remember that it’s all about relationships not platforms
- 64. Follow us at: @mikekujawski and @joshuagillmore Also be sure to visit our website at CEPSM.ca for our latest training and service offerings