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How to measure influence in social networks

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Planning-ness
Planning-ness

Sinan Aral's talk on measuring influence given at Planning-ness 2012

BusinessTechnology
1 of 67
@sinanaral Influence Influence inMedia Measuring in Social Social Networks (Media) Networks @sinanaral @sinanaral
@sinanaral The Problem Influence in Social Media IndustrialNetworks Strength Examples @sinanaral How to Mine An Influence Graph
@sinanaral The Problem Influence in Social Media IndustrialNetworks Strength Examples @sinanaral How to Mine An Influence Graph
@sinanaral
@sinanaral @sinanaral
@sinanaral Checks every 37 minutes @sinanaral
@sinanaral Posts to 5x daily @sinanaral
@sinanaral Reviews on 4x per week @sinanaral
@sinanaral Updates every 1 hour @sinanaral
@sinanaral
@sinanaral
@sinanaral @sinanaral
@sinanaral
@sinanaral
@sinanaral If we can understand how behaviors spread…
@sinanaral from person to person to person to person
@sinanaral we could promote
@sinanaral condom use, exercise, productivity, tolerance, financial responsibility, sustainability, economic development…
@sinanaral or contain
@sinanaral smoking, dirty needle sharing, fraud, default, obesity, violence, hatred, waste, poverty…
@sinanaral
@sinanaral Influence in Social Media Networks @sinanaral
@sinanaral
@sinanaral The “Reflection Problem” Human behaviors cluster in network space and time… but is this because of peer influence or alternate explanations?
@sinanaral “Obesity is Contagious” Christakis & Fowler (2007)
@sinanaral Homophily “Birds of a feather, flock together” Robert Burton (1577-1640)
@sinanaral “(People) love those who are like themselves” Aristotle
@sinanaral “Similarity begets friendship” Plato
@sinanaral “Hanging out with a bad crowd will get you into trouble” Sinan’s Mom
“Everything is Contagious” Alternative explanations:  Reflection  Homophily  Confounding “Loneliness is Contagious”
@sinanaral The Problem Influence in Social Media IndustrialNetworks Strength Examples @sinanaral How to Mine An Influence Graph
@sinanaral
@sinanaral The “iPad Effect” 16 P(Adoption | Friend Adopts) 14 12 INFLUENCE 10 Controlling for correlated preferences and confounding effects 8 6 4 2 0 20 40 60 80 100 120 140 160 DAYS SINCE LAUNCH
@sinanaral
@sinanaral “VIRAL DESIGN” Can we engineer products so they are more likely to be virally shared?
@sinanaral The Setup App  Randomly Enabled Viral Messaging.  Observed the Adoption and Use of the App by Friends of Control and Experimental Group Users.
@sinanaral Flixster - An Example Facebook Application
@sinanaral Flixster - An Example Facebook Application
@sinanaral Users can invite their friends to adopt the application and join their social network on the application itself.
@sinanaral Users can invite friends to install this application and include a personal message
@sinanaral
@sinanaral
@sinanaral
@sinanaral Which Features Spread Contagion Best? Personal Passive Invitations Awareness Influence Per Message ↑6% ↑2% Global Diffusion ↑98% ↑246% Stickiness ↑17% 0%
@sinanaral
@sinanaral
@sinanaral
@sinanaral
@thesocialcure
@sinanaral The Problem Influence in Social Media IndustrialNetworks Strength Examples @sinanaral How to Mine An Influence Graph
@sinanaral #planningness
@sinanaral http://www.followthehashtag.com/
@sinanaral #planningness 2012
@sinanaral #planningness
@sinanaral
@sinanaral #planningness
@sinanaral
@sinanaral
@sinanaral NodeXL http://nodexl.codeplex.com Gephi https://gephi.org/
@sinanaral NodeXL
@sinanaral NodeXL
@sinanaral Gephi
@sinanaral Gephi
@sinanaral Gephi
@sinanaral Gephi
@sinanaral
@sinanaral Influence Influence inMedia Measuring in Social Social Networks (Media) Networks @sinanaral @sinanaral

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