data visualization for social network

Finding InfluencersData Visualizaton

March 21st, 2015

Presented by Philip Topham

www.bizknowlogy.com

Agenda Social Networks 101 Social Big Data Visualization Case Study Lessons Learned

Saligo Bay, Isle of Islay. www.islay.org.uk

Social

Saligo Bay, Isle of Islay. www.islay.org.uk

Social

•People are Social.

•Cooperation for mutual survival.

•Social Groups. Social Hierarchy.

Social Data

Saligo Bay, Isle of Islay. www.islay.org.uk

Social Data

Saligo Bay, Isle of Islay. www.islay.org.uk

•Relationships

•Husband, Wife, Family•Company, Club, Group, Meetup•Associates, Friends, Enemies, Frenemies

•Trust, Respect, Prestige

Social Data

Saligo Bay, Isle of Islay. www.islay.org.uk

•Phones•Bus Passes•Smart Cards•Health Devices•Video

Social Data

Saligo Bay, Isle of Islay. www.islay.org.uk

Bob

Mary

Susan

MarriedFriends with

Works with

How do you study social data?

Network Analysis

Konigsberg BridgesCan you cross without double crossing?

Leonhard Euler (1735)

How do you study social data?

Graph Theory

NOT Graph

“Counting” Data is not a GRAPH

Graphsh

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Graphs are Relationship Data

Social DataA Visual Tour

http://www.visualizing.org/visualizations/extraterritoriality-flights-and-airports

Airports

http://visualizing.org/full-screen/48296/embedlaunch

Billionaires

http://truth-and-beauty.net/projects/muesli-ingredient-network

Ingredients

http://arxiv.org/PS_cache/arxiv/pdf/1107/1107.5728v2.pdf

Corporate Control

Github

https://lumberjaph.net/github-explorer/

Diseases

http://visualizing.org/visualizations/code-red-autonomous-system-network

Hack Attack

LinkedIn Labs

Nature

Case StudyVisualizing Influence

Background

Pharmaceutical Industry

Increase Sales

Key Opinion Leaders

Case Study

What is a Key Opinion Leader?

PrestigiousInvolved in Clinical TrialsPublished AuthorSpeaker at ConferencesKey Opinion LeadersRespectedWell Known

Case Study

What “Data” makes a KOL?

Prestigious —> SurveyInvolved in Clinical Trials —> People Published Author —> CoAuthorsSpeaker at Conferences —> PanelistsKey Opinion Leaders —> Rank RelationsRespected —> Rank EverythingWell Known —> Validate??

Case Study

Real Messy Fast

Social Data

Saligo Bay, Isle of Islay. www.islay.org.uk

Instead of “all” data Focused on “key” data…

Still messy…

SociologistsStudy Social Rank Graphs

Nodes (Actors, People, Organizations) Edges (Relationships)

Analysis Where is the graph’s center? Graph centrality How are nodes/edges distributed? Density / Cohesion How close is a person to the center? Closeness (Node Centrality) How many connections does a person have? 1st Degree Centrality How important is a node (connectivity)? Betweeness Centrality How important are the node’s friends? Eigenvector Centrality How are edges distributed? Structural Holes

Borrow

Social Network Analysis

Saligo Bay, Isle of Islay. www.islay.org.uk

Example How close is a person to the center? Closeness (Node Centrality)

The Node’s average distance to every other node in the network (only works with “connected” graphs)

Normalized for N nodes

Social Rank

Saligo Bay, Isle of Islay. www.islay.org.uk

Better…

But no resolution

Social Rank

Saligo Bay, Isle of Islay. www.islay.org.uk

Better…

But no comprehension

Social Rank

Saligo Bay, Isle of Islay. www.islay.org.uk

Zooming???…

Social Rank

Saligo Bay, Isle of Islay. www.islay.org.uk

Zooming?? Sorting???

1

2

3

4

5

6

14

21

13

12

7

19

16

20

23

22

8

252

4

10

11

18

9

171

5

Sorting & Grouping

Saligo Bay, Isle of Islay. www.islay.org.uk

Aha…

But still not great

Demo

Lessons LearnedVisualizing Influence

What “Data” makes a KOL?

Prestigious —> SurveyInvolved in Clinical Trials —> People Published Author —> CoAuthorsSpeaker at Conferences —> PanelistsKey Opinion Leaders —> Rank RelationsRespected —> Rank EverythingWell Known —> Validate??

Lessons

It’s a Journey

Don’t Mix Apples and Oranges

Focus Focus Focus

Understand the DATA

Understand SOCIOLOGY

Understand the CUSTOMER

Understanding is a Journey

Understand Data

Distance

Geographic Distancepropinquity

Electronic Distancetime zone

Conservation

Non-conservativeCopiable: Ideas, Digital Assets

ConservativeNot Copiable: Hard Assets, Time

Understand Data

Apples or Oranges

Eg: Co-authorship is not Co-inventors

Understand Data

• Friction• Tensile strength• Durability• Repetition• Balance• Charge• Authority

How hard to createHow hard to break

Ability to last over timeNumber of interactions Direction of interactions

Positive or Negative interactionFormal or Informal social power

Understand Social

Consderations:

HomophilyGroup ThinkInnovation

6degrees of Kevin Bacon3degrees of Influence

ClusteringStructural Holes

Understand Customer

Customers have:

Biases

Different Skills

Different Needs

Customers wanted:

An Easy Answer.

A List.

Self Navigation.

Individual Perspective.

Assurance.

Understand Customer

Customers did not want:

To learn something new.

To be intimidated.

Understand Customer

Some customers wanted:

Strategy.

Others wanted:

Tactics.

Understand Customer

All customers want:

A Story.

Appreciative Leadership

I am awed by the gifts and artistry within

everyone. Together I lead others to be inspired to

create new masterpieces, that contagiously move

and inspire everyone to reach bravely beyond

their boundaries to bring tomorrows future today.

-September 19, 2013