I recently had the opportunity to moderate a panel at Oracle Data Cloud Summit 2015, and to deliver a speech at SDL Innovate. The themes, respectively: "Listening to the Customer's Voice,"and "Unlocking the Value of Social Data." But it's not just the customer's voice we need to care about. We also need to care about, and better understand, the customer's vision.
This past weekend, the Washington Post ran a story about painter and photographer Richard Prince, whose slightly-reconfigured blowups of Instagram users' photos were recently shown (and sold) at The Frieze Art Fair in New York--for a cool $90,000 each.
The focus of the Post article was on ownership of the Instagram photos themselves, and the flexibility of copyright laws related to images. But it's not just ownership we need to think about with images; it's the challenge of interpreting what they mean, so we can determine what action to take, if any. Some use cases include:
The Emerging Science of Photo Analytics
When we think about understanding "the customer's voice" through social media, we generally think about text. A tweet such as this one presents a few interesting challenges for a human (not to mention a machine) to interpret; the sentiment is mixed (love the watch, hate myself), the person may or may not be an owner (did he buy it?), and there isn't really much other behavioral data (he tried one on and wrote about it) to interpret.
Beyond that, we can look at the metadata to try to determine whether and how much it was shared, the profile of the poster, and so on. But these 14 words don't tell us a whole lot; a listening tool will tell us that it is a brand mention, in English, with mixed (not neutral!) sentiment. That's not a bad thing; it simply illustrates the challenges that we--not to mention machines--have with the 140-character format, and with human language as a whole.
Contrast the above with something like this image I found on Flickr:
A human can detect that the subject of the photo is a butterfly-shaped object that started its life as a can of soda. A photo analytics tool such as Ditto could likely detect that it contains a partial Coca-Cola logo. If it were shared in Instagram or Pinterest, and contained enough useful metadata, Piqora might return it in a list of search results.
But the real question, if I'm a brand marketer at Coke, is this: what do I do now?
This is particularly critical as brands incorporate user-generated content into campaigns, and as automated campaigns become more popular. In February Coke launched, then pulled, their online #makeithappy campaign when a user added the hashtag to a tweet containing white supremacist content. Gawker then created a Twitter bot to test whether it could make the account inadvertently tweet lines from Hitler's Mein Kampf. Short answer: it could, and it did, and Coke shut down the campaign immediately.
This is where brands must balance optimism with sometimes harsh reality: optimism that involving the community can be beneficial, and the reality that someone, somewhere will appropriate that content for their own uses: artistic, competitive, financial, political, comic, or just plain nasty. Clearly, malicious intent is more of an issue on some platforms than others. Instagram and Pinterest tend to be, as Sharad Verma, CEO of Piquora says, "happy platforms." Twitter and others tend to have more problems with abusive content, as has been widely reported.
As you can imagine, it would be fairly easy to get lost in analysis paralysis with digital images, especially since we are still so new at the science of understanding and using them. So let's start with a few basic principles:
I'd love to hear your thoughts on use of images and image analytics; what you're using, looking at, thinking about, terrified of and excited about.
In this 1-hour webinar, industry analysts Susan Etlinger and Rebecca Lieb share their latest research on Content Marketing Performance.
This year’s results have troubling implications for the technology industry.
In this one-hour webinar, Susan Etlinger shares a framework on how to 1) extract insight from data and 2) in a way that engenders trust.
A look at what we give up and gain when we allow our lives to be turned into sources for data.
Highlights of what the Big Boulder Initiative accomplished in 2014, and its plans for the new year.
A look at the best new startups to graduate from Alchemist Accelerator, an accelerator for enterprise collaboration tools.
This document is just a first step toward setting context for the many disruptions of ubiquitous and complex data, but it includes preliminary frameworks to help us examine these issues in more detail.
In my last post, I discussed some themes for 2015, one of which was an imperative for us as an industry to get serious about digital ethics.
I’m not generally a fan of annual predictions; they always remind me of a carnival in which you’re encouraged to “pay no attention to the man behind the curtain”; you almost never win the giant teddy bear.
In a moving talk, she explains why, as we receive more and more data, we need to deepen our critical thinking skills.
Marketers are struggling with a customer journey that has become more complex than ever. The journey is difficult to track across channels and devices. The infographic below illustrates the modern marketing cycle…
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
In this one-hour webinar, analyst Susan Etlinger explores the phenomenon of “TV Everywhere” and shares findings from her recent report, Data Everywhere.
In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media.
During the past several years, the television industry has changed dramatically, spurred by device proliferation, changing distribution methods, and the increasing popularity of social media.
Social Media Examiner’s 2014 annual Marketing Industry Report found that while 97% of marketers use social media in their marketing efforts, only 37% are able to measure the ROI of those activities.
Modern marketing requires deeper customer understanding to drive meaningful engagement. With social media — and the abundance of social profile and activity data — brands can glean this insight to identify and better understand prospects and customers throughout the customer lifecycle.
Today, I’m happy to announce the publication of my research report, Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank.
Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010?
Your refrigerator has a message for you — and no, it’s not that you need more orange juice– it’s an ad for belly fat pills. Thanks, Refrigerator. This post was originally posted on Wearable World News. The original can be found here.
At the most basic level, the Internet of Things (IoT) is connectivity between people, processes and things. While this is as vast as it sounds — spanning all industries, the enterprise, and consumers — one of the central-most challenges facing…
As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year.
Customer attention will continue to fragment in 2014, making it harder than ever for brands to engage with customers. But it will also be the year in which brands capitalize on a largely untapped opportunity presented by social media…
In the past year, social data has continued to wend its way into organizations of all types, from large enterprise to small business to media and entertainment and the public sector. We’ve seen use cases far past marketing into product and service quality, entertainment programming, customer service, fraud detection and a host of other examples.
In this report, industry analyst Susan Etlinger demonstrates how leading organizations are deriving actionable intelligence from a holistic view of social and enterprise data.
I’ve taught more than 300 professionals Social Business through hands-on workshops, and happy to announce new workshops from Altimeter Academy focused on Content Marketing and Social Business Analytics.
I spend a lot of time reading and thinking about social data: what it is, what it isn’t, how to measure it, where it’s going.
This post originally appeared on my Altimeter analyst Jeremiah Owyang’s Web Strategy Blog By Chris Silva and Jeremiah Owyang, Industry Analysts at Altimeter Group Last year’s over hyped skydiving was replaced by down to earth by grounded product enhancements.
Over 30 Technologies Have Emerged, at a Faster Pace than Companies Can Digest. If you think social was disruptive, it was really just the beginning.
The volatility of social data and the pace of change mean that tried-and-true measurement methods are no longer enough. Social data is different.
Everyone talks about the challenges of measuring the revenue impact of social media, but how are top brands actually doing it? And are they successfully measuring ROI?
Wherever I go, the question I hear most often is this: “What is the ROI of social media?” Even though most companies we’ve surveyed have a brand monitoring solution in place, few have yet to crack the measurement code. It remains one of the most stubborn challenges for the social business.
While numerous social media measurement technologies exist, no single tool can adequately measure and provide insights for all social marketing activity.