The Brand Graph: Dynamic audience mapping through social media data

Brands have learnt to engage with consumers online and have now built audiences in social media. But most current social media research doesn't allow brands to understand precisely who they are talking to, what’s important to them or how that online audience connects to their traditional segments as mapped by audience studies. The Brand Graph study used innovative techniques to map the interest graph and the social graph of the social media audience of O2 UK and then looked at how to use real-time social media data to refresh traditional audience studies in order to build a dynamic model of the audience. The talk will share the full results of the study, details of the tools used to mine the data as well as plenty of interactive data visualisations.

Questions answered :
- Why really real-time social media mining is hard - Why simply "monitoring" social media is not good enough - How to mine context and behaviour, not just content - What new research models for mining social media can be used - What is the Brand Graph - How to build a Brand Graph and what to do with it.

- why really real-time social media mining is hard - why simply "monitoring" social media is not good enough - how to mine context and behaviour, not just content - what new research models for mining social media can be used - what is the Brand Graph - how to build a Brand Graph and what to do with it