SES New York keynote speaker discusses how messages travel on Twitter in much the same way that information was disseminated more than 50 years ago.
Duncan Watts, principal research scientist at Yahoo Research, shared insights from his forthcoming book, "Everything Is Obvious: Once You Know the Answer," and other research during the SES New York keynote address.
Watts discussed theories about the social aspects of human behavior as applied to marketing strategies. In his speech, Watts revealed that it is impossible to predict what makes certain Twitter messages go viral, and therefore, paying celebrities to tweet or retweet messages may not be good investments. Watts also outlined findings from his team's research, "Who Says What to Whom on Twitter," a study that focused on the production, flow, and consumption of information on Twitter.
Watts directs the Human Social Dynamics group at Yahoo Research and is also an adjunct senior research fellow at Columbia University as well as external faculty member at both the Santa Fe Institute and Nuttfield College, Oxford. His research on social networks and collective dynamics has appeared in a wide range of journals, from Nature, Science, and Physical Review Letters to the American Journal of Sociology. He is also the author of "Six Degrees: The Science of a Connected Age" and "Small Worlds: The Dynamics of Networks Between Order and Randomness."
From SES New York 2011
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT