data visualization for social network
TRANSCRIPT
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
•People are Social.
•Cooperation for mutual survival.
•Social Groups. Social Hierarchy.
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?? 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