NEW MEDIA, BIG DATA & TELEMETRICS. Darryl

Transcription

1 NEW MEDIA, BIG DATA & TELEMETRICS Darryl

2 BIG DATA

3 DIGITAL METHODS? Data Gathering Processing Analytics Visualisation Think about: The information you put into the public domain If this is what is happening in academia, what s happening in corporations? How might this kind of work apply to your own industries? Film, Fashion, Journalism etc..

4 BIG DATA & DIGITAL METHODS Big Data is a currency across industry, as well as the sciences and social sciences Business intelligence & data markets (including social media & online behavioral data) feed Predictive Analytics Walmart Computational social science e.g. MSR NYC Data Journalism: Guardian, FiveThirtyEight / Nate Silver Election & stock market prediction

5 UNDERSTANDING TWITTER PUBLICS #hashtag research: Hashtags used as a way of coordinating discussion around a topic Relatively easy to capture and analyse, bound by API restrictions Does not capture tweets about the topic that don t use the hashtag (or a keyword), e.g. #MKR matches MKR Australian Twittersphere maps: Ongoing data gathering process, never complete

6 #ROYALWEDDING (29 APR. 2011) - MAPPINGONLINEPUBLICS

7 #AUSVOTES (JULY-AUG. 2010): THEMES

8 BEYOND HASHTAGS macro: #hashtags ad hoc publics, o,en rapidly forming and dissolving meso: follower networks personal publics, accumula:ng slowly and rela:vely stable interpersonal communica:on, ephemeral è Overlapping publics / networks What determines their formation and dissolution? How do they interact and interweave? How are they interleaved with the wider media ecology? (Bruns & Moe, 2013) How do they represent the Twitter component of wider societal publics? (Bruns & Moe, 2013)

9 THE AUSTRALIAN TWITTERSPHERE (MAPPING ONLINE PUBLICS) Follower/followee network: ~120,000 Australian Twi*er users (of ~950,000 known accounts by early 2012) colour = outdegree, size = indegree

10 Real Estate Property Jobs HR Business Paren6ng THEMATIC CLUSTERS Design Web Crea6ve Perth Marke6ng / PR Farming Agriculture Social Media Tech PR Adver6sing IT Tech NGOs Social Policy ALP Progressives Hardline Conserva6ves Conserva6ves Journalists Wine Beer Crea6ve Design Fashion Beauty U6li6es Services Net Culture Adelaide Books Theatre Literature Film Arts Radio TV Triple J Music Talkback Breakfast TV Cycling Celebri6es Evangelicals CraN Arts Food Social ICTs Opinion News Greens Mums Business Property Dance Hip Hop Union Swimming NRL V8s Football Cricket AFL Chris6ans Teaching Hillsong e- Learning Schools Teens Jonas Bros. Beliebers

11 #AUSPOL Follower/followee network: ~120,000 Australian Twi*er users (of ~950,000 known accounts by early 2012) colour = #auspol tweets, size = indegree

12 #AUSVOTES Follower/followee network: ~120,000 Australian Twi*er users (of ~950,000 known accounts by early 2012) colour = #ausvotes tweets, size = indegree

13 #ROYALWEDDING Follower/followee network: ~120,000 Australian Twi*er users (of ~950,000 known accounts by early 2012) colour = #royalwedding tweets, size = indeg.

14 #MASTERCHEF Follower/followee network: ~120,000 Australian Twi*er users (of ~950,000 known accounts by early 2012) colour = #masterchef tweets, size = indeg.

15 THEAUSTRALIAN.COM.AU URLS Follower/followee network: ~120,000 Australian Twi*er users (of ~950,000 known accounts by early 2012) colour = tweets with URLs, size = indegree

16 ABC.NET.AU URLS Follower/followee network: ~120,000 Australian Twi*er users (of ~950,000 known accounts by early 2012) colour = tweets with URLs, size = indegree

17 BIG BIG DATA: THE FIRST MILLION TWITTER IDS TwiRer IDs 1-1,000,000 (48,000 accounts s:ll in existence) (see hrp://mappingonlinepublics.net/2013/04/08/the- first- million- ids- on- twirer/)

18 THE FIRST MILLION: TWEETS SENT

19 THE FIRST MILLION: TIME ZONES

20 TWITTER AS A PROXY Tweets, and Twitter Users, are actually informative about other platforms. While not an alternative to application specific APIs, it can provide an approximation. Overall pattern / content of uploaded Vine videos (that are shared via Twitter: ~50%). Mirrors YouTubers fairly well (similar start date, Pro YouTubers use Twitter/FB to reduce reliance on YT)

21 TWITTER AS A PROXY: MONTH OF VINES (FEB-MAR 2013)

22 TWITTER AS A PROXY: DAILY PATTERNS (FEB 18-25, 2013)

23 TWITTER AS A PROXY: (ID VS. ACCESSION #) Prank vs Prank This set of IDs were apparently never allocated.

24 TWITTER AS A PROXY: YOUTUBERS (ACC # VS DATE) PrankvsPrank CTFxC Wedding

25 TWITTER AS A PROXY: YOUTUBERS (ACC # VS DATE) CTFxC Wedding I m Vlogging Here Indiegogo & Filming?

26 PRACTICAL CHALLENGES Data access, platform volatility Research ethics textual research or human subjects research? Researchers need interdisciplinary skill sets Media & Communication Statistics Programming / Data Science Writing / Visualisation Skills

27 BIG DATA SKILLS RESEARCH & INDUSTRY

28 TELEMETRICS

29 BIG BROTHER USA Receiving a message from a highly followed individual is a status symbol in itself. (Marwick & Boyd, 2011, p. 139) Boyd Quote To See and Be Seen: Celebrity Practice on Twitter. (2011). Convergence 17(2), p

30 BIG BROTHER USA VS AU (AUDIENCE) In US, for Big Brother (& shows generally), there is lirle correla:on between viewers and tweets. In Australia, for Big Brother and other shows in our one- week pilots, high correla:on between viewer count and tweets. Highlights that applying US models to Australia is not possible

31 NIELSEN SOCIALGUIDE 2.5 hour special 1 hour show Cable Channel vs Major Network? Why is having more followers the important sta:s:c? (Follower counts are problema:c)

32 EXCITEMENT INDEX

33 EXCITEMENT INDEX

34 SEASONAL MODELS Blue Line represents the ra:o of total viewers, Orange Line represents ra:o of tweets (to season average per show). In both one run seasons (top) and those with mid- season break (borom), tweets are highly exaggerated version of tradi:onal ra:ngs model. In other words: Users tweet much more around premieres & finales than regular shows. Metrics must account for this.

35 FROM US TO AU While our products have always included data from multiple social media services, the reality is that Twitter is the platform where the overwhelming majority - about 95% of public realtime engagement with TV happens. -- Bluefin Our Australian pilot study has shown TwiRer and Facebook are closer to 53.49% and 46.51% respec:vely.

36 SOME ARE WORSE THAN OTHERS...

37 PILOT RESULTS

38 FACEBOOK VS TWITTER 42.6% 67.4% 27.7% 72.3% 10.0% 90.0%

39 FACEBOOK VS TWITTER 91.5% 8.5% 62.4% 37.6% 56.7% 43.3%

40 DARK SIDE OF BIG DATA

41 BACK TO THE BEGINNING Three key take-away s: What information do you put into the public domain If this is what is happening in academia, what s happening in corporations? How might this kind of work apply to your own industries? Film, Fashion, Journalism etc..

42 KCB310 Second Semester Course Work within staff projects; including a number of the social media projects highlighted here. A good path to honours / future study, but also good experience of real world research. The Telemetrics work, and associated commercial projects, involve one of last year s KCB310 students.

43 Slides: Darryl Woodford, Jean Burgess, Axel Bruns, Katie Prowd