Making sense of Consumer Generated Content

Recognising, Analysing and Interpreting

Images in Social Media

A ThinkBumblebee presentation

The rise of the Visual

Smartphone technology &Enhanced Camera

Micro blogging Photo apps

User generated content

Pure

Spontaneous

Unsolicited

Free flowing

Honest

The Social Media Image Revolution

Brands aren’t able to capture

the complete consumer

story on social media

Lesser writing, more posting

Consumers do not always describe the brand, the category, or the product

85% of photos with logos are currently missed

Brand advocates are also missed because most don’t‘follow’ brands behaviour or proclaim they are ‘fans’

No reference toBolthouse Farms

No reference to Uber

No reference toPampers

Marketers are currently missing the significance of these images

@benandjerrys followers

237,000

People who have a B&J photo and follow brand

3,555 (1.5%)

People showing B&J in their photos

123,725

29,625People who

mention “Ben”or “Jerry” in

text

Marketers are currently missing the significance of these images

Every picture has a story

Contextual (social, cultural, physical, functional)

Expression of an emotion, a mood, a tone

Life passions or aspirations and fantasies

Most importantly, real life pictures –current live, real time experiences or memories

Technology

can

recognise

visuals,

elements in

the visual

and analyse

for

associations

Image A

nalysis

Qualitative analysis can

help decode the meanings

at a deeper level

Combine the textual and visual data to arrive at a holistic picture

Analyse and interpret using semiotics analysis frameworks

How Can Our Brand harness the power of social

listening of visual data?

DATA TECHNOLOGY Recognising the Visual Data

HUMANIZING DATAAdding qualitative texture and finding meaning

1A. Category : spot

early trends via top

consumer stories

What ?Identify stories by category, geography and more using over 50 different filters

How?Which posts are driving the most interest in my category ? And what are they saying ?

1B. Category : Find the

Influencers and what

they are saying

What ?Identify the top influencers , advocates, people who drive opinions and what opinions?

How?Number of posts + Content of posts

INFLUENCER LEADER BOARD Who are the most influential people who post photos of your brand?

1C. Understanding

Category Codes

What ?Unearthing category codes, brand codes of category

How?Mine the conversations, posts and visuals generated and analyse with qualitative semiotic framework to unearth the codesPresent in an engaging video format

Cultural Re-entry, today

Food Clothes Nails

1D. Segment Mapping

and Profiling

What ?Identifying consumer profiles /segments

Identifying variables basis conversations that they would differ on

How?Reading visuals for

• Age• Gender• Ethnicity• Brands/product they not only

like, but have a depth of engagement with

• Rituals• Geography• Feedback on category

2A. Context Mapping

for Products

What ?Identify multiple contexts and interaction of products/ categories within the contexts

How?PHOTO MENTIONS How does your product or brand appear today in images people share?

FACE OF THE CUSTOMER What are the demographics of the people who post photos of your product?

PROMINENT SECONDARY BRANDS/ products What other brands appear in these people’s photos?

WORD CLOUD OF INTERESTS What words are used most often with photos of your product?

GEOGRAPHIC HEAT MAP Where are photos of your product most often taken?

2B. Product pairing /

grouping into communities

to give directions for

packaging/ formats?

What ?Understand the associated product clusters in a category

How?Photo clustering techniquesAffinity analysis

Cultural Re-entry, today

Food Nails

2B. Product pairing – Brands are mining photos to glean

insights on pairing

Product Reviews : Own

Brand + Competition

What ?

Track product review sites like Amazon to get more completeView of customer opinion

Evaluate product perception over time Using up to two years of back data

How?Track for textual + visuals Qual analysis for conversations

Food Clothes NailsUnderstand what product attributesConsumers and press are discussingon social networks

Complexity

All of what you have seen so far – Our Brand needs the analysis in near real time.

Solution – Call the experts

High level block diagram for the use case

Data sources

Facebook

Twitter

Text data

Image Data Analyzed

Image

Mtadata

Enriched data

with scores

KafkaData

Classifier

Image Analysis

Image analysis model

Data Modeller (H2O, R, Dato)

Prebuilt model

Storage

Visualization/Dashboards

Instagram, etc

Thank You