We learned last year how Ditto Labs, the leading visual search company, reads photos on Twitter, Tumblr, and Instagram to discover authentic consumer insights and to find influencers. The math wizards at Ditto are now calculating how product adoption tends to cascade across social networks. For example do liquor brands tend to cluster among people connected online while car brands are less socially influenced? With social photo insights marketers can predict which people are most likely to purchase a product based on what is revealed in their friends' photos! Data scientists call this flocking behavior homophily. Understanding these network effects will forever change how marketers identify influencers and the fastest, most efficient path to purchase.

1. Birds of a Feather….
Eat, Drink and Wear the Same Brands
a social photo clustering analysis
Insights Innovation Exchange
Atlanta, GA
June 16, 2015
Mary Tarczynski, CMO

2. • 2
Social photos continue to expand with more than
1.8 billion shared daily
Mary Meeker 2014 Internet Trends Report

3. Photos capture what people are passionate about and many
include brands

4. 4
Yet marketers are currently missing these pictures as 85% of the
photos Ditto finds containing a brand do not reference it in text
No reference to
Bolthouse Farms V8
No reference to
Uber
No reference to
Pampers
@MaryTarczynski #iiex

5. 5
• Proprietary computer vision and machine learning
algorithm built by MIT-trained vision scientists
• Scours multiple platforms processing millions of
photos daily
• Finds tiny, obscured, reversed and upside-down
logos in cluttered environments
Ditto shines light on this “data blindspot”
@MaryTarczynski #iiex

6. Marketers use Ditto for customer insights and engagement
Analyze trends and identify affinities.
@MaryTarczynski #iiex
Unlock insights via the rich context of user-generated
photos.
Engage with influencers and grow community.
Target ads based on brands and categories fans
actually use in the wild.

7. @MaryTarczynski #iiex
The Ditto dashboard displays affinity brands - other brands that
appear in photos from handles that shared primary brand.
What happens when we take a deeper look at brands that appear within the same
users’ photo streams?

8. We employed statistical analyses used in measuring homophily,
the tendency of individuals to associate with similar others.
@MaryTarczynski #iiex

9. Coca-Cola was co-shared the most, with an intra-connected
circle of brands and many tendrils. Corona, Bud Light, Red
Bull, Monster, and Jack Daniels are also highly connected.
@MaryTarczynski #iiex

10. Sharing relationships can be used to group brands into cross category
“communities.” Are Harley Davidson, Brooklyn Lager, Sierra Nevada, Santa
Cruz and Sodastream “hipster” brands? Why are Porsche and Nissan
connected to Red Bull and Chevy and Lincoln with Coca-Cola?
@MaryTarczynski #iiex

11. By limiting the graph to 50+ co-shares the highly connected brands
stand out even more. The communities are similar, even though the
graph is much sparser, which shows that the structure is persistent.
@MaryTarczynski #iiex

12. As suspected, low cost, frequently consumed beverages are highly
connected.
@MaryTarczynski #iiex
Beverages

13. Liquors
@MaryTarczynski #iiex
Well connected liquor brands could be reflective of the holiday time period.

14. @MaryTarczynski #iiex
Beer
The connection between Corona and Bud Light is likely a reflection of similar
social (often outdoor) occasion positioning while Corona and Heineken are
both approachable imports. The paucity of brands in this 50+ view could be
indicative of less brand switching in the beer category.

15. @MaryTarczynski #iiex
Cars
As suspected, the high cost, infrequently purchased car category brands are
not highly connected to each other (but often found in the same stream of
user photos with beverage brands due to common sponsorships).

16. Let’s take a look at closer look at
a couple of connected brands

17. In this data set, pictures shared on Twitter from 66 handles contained
both Harley Davidson and Santa Cruz during this two month window.
@MaryTarczynski #iiex

18. Australian pop band 5 Seconds of Summer members Michael Clifford and
Calum Hood wear t-shirts sporting Harley Davidson and Santa Cruz
Skateboards. Fans like Melissa Garcia are likely to share photos of both.
@MaryTarczynski #iiex

19. We also found high co-sharing between Coca-Cola and
Corona in this dataset – 170 instances in this data set.
@MaryTarczynski #iiex

20. One of these co-sharers is Tomas Duarte, a surfer and
prolific photo sharer who often features beverages.
@MaryTarczynski #iiex

21. How can marketers use Social Photo Clustering Analysis?
@MaryTarczynski #iiex
Brand Co-Sharing Network
• Co-promotions
• Merchandising
• Licensing agreements
• Line extensions
• Sponsorship selection
• Media Placement
• Ad targeting
What are your business hypotheses that photo analytics can help solve?
User Friendship Network
• Identify memes and visual trends
• Segment customers
• Monitor brand adoption
• Identify influencers
• Predict adoption via social networks
of products, causes and campaigns
(good and bad)

22. Ditto is now rolling out CNN’s for Scene and Object Recognition
@MaryTarczynski #iiex

23. Other Initiatives on the Ditto RoadMap
@MaryTarczynski #iiex
• More robust analytics within Ditto platform and
expansion of API partnerships like Tracx
• Private photo sets - communities and panels
(medicine cabinet, pantry, fridge, broom closet, etc)
• Expansion to international networks like Weibo
• Video processing

24. Mary Tarczynski
Chief Marketing Officer
Mary@ditto.us.com
ditto.us.com
James Williams
PhD Candidate, Applied Mathematics
Yale Institute for Network Science
james.s.williams@yale.edu
QUESTIONS?