A lot of talk about Big Data this year and for sure, in 2013, probably a good deal of it being hyped. Yet, Obama did win last week and it’s partly due to Big Data according to reports that have come out of Chicago.
After all, according to IDC by 2016 Big Data Analytics will be a 51 Billion dollar Industry. It’s all fine to talk about Big Data in 2016 where adoption will have spread to many, many businesses and enterprises, but what about Big Data now – for use by us to solve our current problems?
There’s nothing like actually doing something that needs Big Data (like increasing Facebook Engagement on my new Facebook Page for Social Media for the Arts that I teach at Rutgers University) and finding out there’s Big Data tools now (even if they aren’t called by that name) that have been proven to increase “engagement” by several hundred percent.
Lets not kid ourselves about this 400% gain, it is repeatable and was generated mainly by picking just the right content by subject area, content type (photo, video, text, etc) and the best times to post the content for the brand/business/industry – and all that information comes with the Competitive Brand Intelligence reports that Infinigraph produces from several brands that make up an Industry segment.
The list covers several industry classifications – for example if I sold cookies and I wanted to know who else was doing well in this area I would looking to Oreo, because they got the most bang for the buck according to Infinigraph’s CBE report. Next, you can look at the stories that got the most attention from fans as well as the other locations on Facebook and Twitter they tend to go (the Big Data part of the service – based entirely on fan behavior pulled from public API’s and processed in the Amazon Cloud).
So how would it work for you (or me)?
“…“Most young designers don’t have the resources to hire high-powered PRs or have access to important editors and stylists,” said Philip Oh, a street photographer, “so lending their clothes to friends and supporters who will get photographed is a great way to get noticed by both the industry and consumers.”
Infinigraph doesn’t have a category yet specifically devoted to the Arts, but they do have a Fashion category and many of my students are involved with some aspect of Fashion Design.
In fact, while creating my course I that Fashion Bloggers had the best opportunities of almost anyone in Social Media, as they get invited to The Runway quite a bit, and Fashion Bloggers are becoming the connoisseurs and deciders of taste. So having competitive intelligence in the Fashion Industry, based on Big Data, might be very useful to some people who would know how to use it, how the leverage it.
After all, take a look at this excerpt from the New York Times article on the Secrets of a Fashion Blogger.
“…. Was it only a couple of years ago that these showily outfitted swans — stylists, bloggers, fashion editors and style-struck students — click-clacked on the pavements, showing off a mash-up of vintage clothes, fast fashion and high-end labels in what used to be seen as a commerce-free zone?
Today many of them are Web icons, trotting out their finery for scores of fans. But what they are parading as street style — once fashion’s last stronghold of true indie spirit — has lately been breached, infiltrated by tides of marketers, branding consultants and public relations gurus, all intent on persuading those women to step out in their wares.”
So how could a Fashion Blogger (the type my class at Rutgers might help encourage or create) benefit from Infinigraph? There’s two ways I can think of off the bat.
- Find out what content on Fashion dresses or accessories are trending and if I liked that style, try to go and wear it (or get the manufacturer to let it be worn by the blogger).
- Be hired to create a trend for a piece of clothing or accessory (this would come after the Fashion Blogger built their own following, first).
- For Fashion Designers and Bloggers to see what’s trending and designing off of similar styles and ideas – you have to move very quickly to create one-off improvements and modifications, since fashion styles change every season and determining what is trending right now, with current technology, can be quickly acted on.