All posts in Social Intelligence

sherlock holmes silhouette in studio on white backgroundLike many people, I love food.  Nothing compares to ordering that dish at a restaurant or cooking something at home that is suddenly your new favorite.  And there are times I want to share that information with the world.

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3-THUMBSTOPPER1-master675I read a really interesting article from The New York Times over the weekend that I think proves social will become increasingly important. The article is a mini case study of how a large nutritional supplement company built and managed a large Facebook campaign:

How Facebook Sold You Krill Oil

At the highest level, I thought it was interesting because it showed:

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Ever wonder how to easily and consistently slice and dice through large amounts of content provided through your brand or topical searches? Want to find trends and meaning in a specific segment without creating a new search?

The answer may be in the creation of categories. Best part of all: you can start with the existing Visible-defined “Common Categories” library to jump-start your efforts.

First let’s look at how to define these powerhouses.   Then we’ll take a look at how to use them.

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In last week’s post, I covered a bit on articulating a problem in data mining and feature engineering. This week, we’ll go further into my UW presentation and talk about production systems, with examples in text mining and sentiment. Again, all of this can be seen visually in my SlideShare presentation or, even better, in person next Wednesday at this Seattle Meet-Up >>

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dmRecently, I was invited by Wendy Parker and Tia Lerud to do a presentation for their Data Mining class, part of a University of Washington Professional and Continuing Education certification program in Business Intelligence. Students in this class are learning to use a variety of analytical tools to do hardcore analysis of business data.  Not being a professional orator, it was a slightly harrowing experience for me, but the class seemed engaged with the material, and it was a good opportunity to attempt to inject a little real-world experience into a practicum on data mining. I’ll summarize a portion of the presentation here, but you can also check out the slides that go with this blog here >>

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The first rule of the Beautiful People’s club is that you MUST talk about the Beautiful People’s Club. The second rule of the Beautiful People’s Club…well you get the joke.

Every year, People magazine publishes its list of beautiful women and sexiest men. I think People makes the choice to objectify the men a bit more to help balance out other annual lists like the Maxim Hot 100, GQs sexiest women and the other 145,000,000 results that come back when you Google “hottest women list.” Also, sorry for having Googled “hottest women list”. That feels sexist.

That said, the Beautiful Women’s list is full of prominent women who are smart, talented, interesting and, of course, aesthetically pleasing. The Sexiest Men’s list is full of equally fascinating, debonair pieces of eye candy. Collectively, they comprise the “Beautiful People’s Club”.

Here’s who’s on the list this year:

1

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sherlock holmes silhouette in studio on white backgroundExperiencing persistent negative perceptions is not uncommon for a brand. To uncover the reasons for them, companies often look at the landscape of their social research by getting reports of post volume and sentiment.

That type of data only skims the surface of the problem, however. Companies are not diving deep enough with just those raw results. The next step in the detective work is bringing deeper segmentation and analysis to find real business answers.

Deep segmentation of data allows marketers to attack the problem from a specific point of view, getting to the root of what’s causing and driving it, and where and how people are talking about it. Marketers can get better insights from unstructured content, and the only way to do that is by breaking it down to levels beyond just media channel, volume, and sentiment. Therein lies the evolution of social.

Though different ways to approach segmentation exist, this post will focus on three levels of dissection from which a brand can gain huge insight in researching a negative perception problem.

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How much does it cost to launch a new product or service? Marketing expenditures alone can run into the millions pretty quickly. Just think about how many product launches happen during the Superbowl! Now add on the cost of the people creating and managing launch activities. Then add the cost of the market research and product development. Do you think you spent more than $1m on your last launch? If you are a big brand, it’s highly likely. If you’re a small brand, maybe just under that mark.

So the question becomes, “How can you do a better job and get higher returns on your launch, no matter how you measure it?”

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Thunderdome & hugs, part 2

ponyWe left off last time in the midst of the greatest nerdosphere competition ever, inspired by the greatness that is the Emerald City Comic Con that took place this past weekend. We’ve settled the fights between Harry Potter and Lord of the Rings, along with the competition between JJ Abrams and Joss Whedon, but we still have 4 more competitions to get through. So round up your nerdling hordes, and let’s do this! In our lineup today is:

World of Warcraft vs League of Legends

Mass Effect vs Diablo

DC Comics vs Marvel Comics

Star Trek vs Star Wars

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