Category Archives: Theo

The social big data

Social medias do not get money by selling advertisement, one of the big revenue they get is from selling data.

Let’s get back in the early 2000s. Thanks to the development of the first chatrooms and the spread of television into nearly 80% of teenagers room, the fashion trends has accelerate, and this has complicated the work of designers and marketers. Their products lifecycle was getting shorter and shorter and they needed to always know what is the actual fashion.

That is why some companies decided to buy information directly beside the teenagers. Groups of 5 to 15 teenagers were gathered together in a room were they were interrogated by a marketers towards which artists they follow, which brand is fashionable or not and so on. Kids were paid up to 100$ a day !

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But today this is not happening anymore, and it is easily understandable, nowadays companies just have to contact Facebook, Twitter or Google and buy a bundle of customers data for nearly nothing and they have their answers. Some information are even free : You want to know if an artist is trendy ?Just go check his amount of followers and you’ll have the answer !

There is three types of data that can be sold by social medias :

The volunteered data, it is basicallyclip_image002_thumb-1 what was created on internet by the individuals on purpose, for instance a tweet, a like, a share.

The observed data, recorded data without you having purpose in it, for instance location.

The inferred data, which is a combination of the two others already treated and which is ready to use for brands and companies.

The fact that social media is making money with our data can be difficult to accept. Some people react saying that it is the price to pay for using a free tool, others react saying it’s not fair and decide to not use social media at all. But other people said « If social can make money with my data, why could not I make money too ? ». That is how a dutch student decided to sell his own data to a company for about 250$. He is proud of his because social media usually get 0.5$ per persons when selling informations, but the price to pay is bigger because the company had access to all oh his personal informations, even the private ones. But this king of cases are really rare because companies are not interested in one example of individual consumer but in an average, it means that they are more interested in buying 1000 no complete profiles instead of 5 complete ones.

The Targeted Advertising

Today the place of social media in our daily life is taking more and more space and significance. According to the business insider, the average internet user spend 2 and a half hours daily on social media. The amount of interactions on social media (likes on Facebook, +1 on google, or retweet on tweeter) is now huge and their treatment come now under big data.

One of the capture-decran-2016-10-11-a-10-35-23most important use of your personal data is targeted advertising. Don’t be surprised if the sponsored posts you see on Facebook is related on your Facebook’s pages likes or even with the websites you visited. Actually social media in not the first media that use targeted advertising. We could already see that before on broadcast media, especially on Television. If you watch the TV on a business channel you may see some airplanes companies advertising while when you watch more popular channel you may see more advertising about which is the cheapest grocery store. Mcapture-decran-2016-10-11-a-10-31-39oreover it you watch at the same channel at 8 am you, during the cartoon time you may see toys advertisements whereas if you look at the same channel at 3 pm you may more find stairlift advertisements. The fact is that considered the price of a TV advertising, companies wants to ensure that their advertising is not directed towards the wrong people. So it is why you don’t see the same advertisement on the morning and on the afternoon, as well as on the business channel and the popular channel.

But now, targeted advertising is even more used. Thanks to all the information we leave on the different social media, websites and even in our internet browser, companies can know what we like, what we do, what we buy and so on. Thanks to social media, marketers can know if we would be interested or not in their product and so they can decide whether they want to show us their advertisement or not. The more people they want to reach, the more they pay but, which is obvious, but they still can have a precise targeted advertisement and so save lots of money.

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You can see on the picture above that only two country are selected, but if the company decide to increase this number, the price will also rise. Some of the social media can also directly ask to their customer what advertising they want to see, in order to maybe make the customer feel like he still have a control of the content he watch on internet which is more or less just an illusion.

 

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Translation : “We want the advertisements that you see to be useful . tell us if you are interested in those subjects.”