Jodee Rich - Effective Engagement through Analytics

The Collective Stream of Consciousness and Industry Disruption

A November 2010 Review

Jodee Rich CEO PeopleBrowsr

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HUMAN SOCIALISATION

Collective Consciousness and Industry Disruption – November 2010

Swinging through the trees..

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HUMAN SOCIALISATION

Emerging from the jungle with Language


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HUMAN SOCIALISATION

Thousands of years later we wrote it down


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HUMAN SOCIALISATION

PCs, the internet, cell phones have come together to enable a vast distributed network of human intelligence


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HUMAN SOCIALISATION

A Persistent Stream of Consciousness..


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HUMAN SOCIALISATION

Established Industry, the Stream and the Cloud


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HUMAN SOCIALISATION

Persistent Social Framework displaces Industry


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YEARS TO REACH 50 MILLION SUBSCRIBERS

Radio 38 Years

TV 13 Years

Facebook 100 Million in less than 9 months

Source: Socialnomics09


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“That’s what social networking is all about: worshipping at the Altar of Self.”

nothing more than an exercise in unashamed public vanity for the Look at Me generation”

Sandra Lee in The Sunday Telegraph - May 25, 2008

PERCEPTION TWO YEARS AGO…


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1 YEAR OF TWITTER TRAFFIC:

View chart and stats on analytic.ly

Now at 50 Million Tweets/day


http://www.analytic.ly/

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STREAM SIZE 2010: IT IS DAVID AND GOLIATHNext to Facebook, the Twitter Stream is still small


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1 MILLION BRAND MENTIONS PER DAY


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2010 OPENNESSLittle Twitter is dragging the others out of the cave and into the open


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OPENNESSBecause it is open, the Twitter Stream will become the core transport layer for rich MetaData and Cross Network Links


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SOCIAL VECTORS


Persona

Breaking Trends

Sentiment

Influence and Engagement

Trust

Relevance

Connectedness – Degrees of Separation

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PERSONA

Individual Profiling and Metadata Analysis


BIO data

Location

Gender

Interests

Twitter Lists

Advocates and Critics

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BREAKING TRENDS

How to leverage live trends


Matching themes

Influencers buzz

Audience word clouds

Industry trends

Competitors mentions

Shared links

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SENTIMENT

How to transform positive and negative sentiment

into value


Engage with users

Manage unhappy customers

Build VIP Advocates

Identify critics

Customers support

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INFLUENCE AND ENGAGEMENT

Influencer targeting to get in touch with opinion leaders


Followers and Following

Relationships

Points of engagement

Klout Scores

Advocates and Critics

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TRUST

How to find most relevant Tweets


Influence

Geo-Locations

Degrees of Separation

Engagement

Gender

Metadata

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RELEVANCE

How to find most relevant Tweets and Users


Matching keywords in Tweets

Matching Location

Matching keywords in BIO

Relationships

Shared Links

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CONNECTEDNESS

Degrees of Separation to spot hub users


Number of connections

Number of interactions

Mutual Friends

Relationships

Shared Links

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CASE STUDIES

Reaching Mommy

ABC Hotlist

Sony Pictures

Comcast Entertainment

eBay

Toyota Recall

Super Bowl Ads

UK Elections

Music Influencers in New York

A Slide Deck


REACHING MOMMY - PERSONA

How to create hyper-filtered Categories from MetaData

Action Mommies

25Collective Consciousness and Industry Disruption – November 2010

Action Mommies

Expecting or New Mommies

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Action Mommies

Expecting or New Mommies

Money Mommies

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MOMMY BLOGGERS

What they say – Tweets Word Cloud

Thanking people – especially for RTs and @Replies


REACHING MOMMY - TRUST

From Mommy to Mommy…

Trusted Mommies

Trusted People in the area

Other Mommies

Followers & Friends


REACHING MOMMY -CONNECTEDNESS

Degrees of Separation for spotting connected Mommys


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Goal: Evaluate impact of Traditional Media on the Social Media sphereBuild engaged audience

Solution: 180 day Historical Analysis of Posts overlay on TV Ad spend and other channels

Performance and Results

Identified type of ads that produce the best audience response

50% fluctuation on engagement based on time of message release


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Industry: Media Entertainment

Goals: Promote a Network TV PremiereCreate online Buzz during the Event

Performance and Results

Number 1 Twitter Trending Topic during Premiere

Over 17,000 mentions of the #Hashtag during the week of the Premiere


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Seek an effective way to measure brand sentiment

accurately. The goal is to find a list of influencers

speaking in both positive and negative terms and engage.

Call center to respond to negative sentiment everyday

Velocity

10,000Mentions/day

filtered to

180Meaningful

comments

Velocity

10,000Mentions/day

filtered to

180Meaningful

comments


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TOYOTA RECALL SENTIMENT ANALYSIS

Overwhelming negative mainstream media coverage and very little negative social media comment


We analyze 18 months of historical data and live streams in real timeWe use a special algorithm and then have real people improvingthe result up to 95% accuracy.

95%

accuracyVs 70-80% automation alone

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US AIRLINE INDUSTRY STUDY JUNE 2009


Analytics:

• Effect of Traditional Media on Social Media

• Mechanical Turk to measure accurate Sentiment

•Metrics to measure Success:

• Total Mentions

• Positive Mentions

By Volume

Mullen and Radian6

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SUPER BOWL


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SUPER BOWL

Results:

• 103,158 Total Mentions

• Sampled 1000 Tweets from Every Brand and used Mechanical Turk Human Sentiment to analyze

• Polarized:

• 50% Positive

• 28% Negative

• 18% Neutral


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SUPER BOWL


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SUPER BOWL Correlation of Tweets and Ads


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SUPER BOWL

By Volume

Mullen and Radian6

O’Reilly and PeopleBrowsrO’Reilly and PeopleBrowsr

By VolumeBy Positive


Top Bands:

• Mgmt

• Vampire Weekend

• Passion Pit

• Anamanaguchi

• Animal Collective

• The Strokes

Researched 900 bands in NY Extracted mentions of each in the last 6 months Selected most mentioned

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NEW YORK MUSIC INDUSTRY

Top Music Influencers:

• @Jimmyfallon

• @Nytimes

• @TheOnion

• @johnlegend

• @maddow

• @InStyle

Influencers – extracted biggest music labels/accounts followers + everyone in NY on Twitter directory + NY users under music/venues Twitter lists


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INDUSTRY DISRUPTION Banking

Source: http://www.nytimes.com/external/readwriteweb/2010/05/17/17readwriteweb-twitter-forefather-leaves-aims-to-disrupt-b-89770.html


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INDUSTRY DISRUPTION News

24 of the Top 25 Newspapers are in decline


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INDUSTRY DISRUPTION News

24 of the Top 25 Newspapers are in decline

Air France Flight 447 Disaster Tweets appeared 6 hours before Search Google Results


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INDUSTRY DISRUPTION Advertising

14% of the population Trust an Ad

78% Trust what their Friends say



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INDUSTRY DISRUPTION Web Search

Facebook has more traffic than Google



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INDUSTRY DISRUPTION Web Search

Facebook has more traffic than Google

Social Media Search provides a better result than Google for links and recommendations


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Source: http://www.briansolis.com/2010/05/report-top-20-brands-on-twitter-april-2010/

INDUSTRY DISRUPTION Marketing and Brand Management

Top 20 Brands on Twitter – April 2010


http://www.briansolis.com/2010/05/report-top-20-brands-on-twitter-april-2010/




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Source: http://blogs.hbr.org/research/2010/05/why-gallup-when-you-can-tweet.html

INDUSTRY DISRUPTION Polling

Why Poll when you can extract?


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INDUSTRY DISRUPTION Entertainment


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THE NEXT TWO YEARS

Its very early Days..


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THE NEXT TWO YEARS

Its very early Days

“Google fears Facebook, Facebook fears Twitter,Twitter fears 4square, 4square fears two men in a garage”


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SMS is the benchmark

Twitter, Facebook and the other networks are still small, 150 Million posts/day combined

SMS is over 7 Billion/day

SCALE


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Links published in Posts on an interesting topic will have greater reach than links published in main stream News

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DISTRIBUTION


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Mentions, RTs, …

Comments, Sharing,…

Profiles, Comments, …

Status Updates, Comments, …

Pictures, Comments, …

Connections, Comments

Blogs Mentions, …

Fan Pages

SMS

CROSS PLATFORM INTEGRATION


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TWEETS PER CAPITA

Source: PeopleBrowsr DataMine

A new SocioEconomic KPI


http://peoplebrowsr.com/

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THE NEXT TWO YEARS

The Conversation Stream becomes the Conversation Cloud

A real time historical record


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THE NEXT TWO YEARS

The Conversation Cloud becomes the Rich Metadata Cloud

Social Media Stream will become the core backbone for people data


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EXPERIMENTAL APPSWhat can we build?

RESEARCH.LY

Contextual Search and Post

Artificial Intelligence - AICloud powered Q and A


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EXPERIMENTAL APPS AIWhat can we build?

In the past the quest for AI has been driven by machine learning projects.

They have been Training and CPU intensive


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EXPERIMENTAL APPS AIWhat can we build?

Artificial Intelligence AI is nowBuild a database of Questions and Answers from the Twitterverse

Crowdsource Questions without Answers – Crowdflower

Devote CPU cycles to contextual analysis and NLP

Artificial Intelligence AI wasabout machine learning or CPU cyclesFor the first time we have a vast open database of Questions and AnswersLets turn the problem upside down..


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RESEARCH.LY

Instant Community around what interests you today


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RESEARCH.LY


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RESEARCH.LY

Every search shows related and connected data in the form of images, videos, @names, #tags, RTs and URLs

Each result can be used to search deeper just by clicking it or used as content for your own tweet in the Compose box


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VAST DYNAMIC DATA STORES POWERCOLLECTIVE CONSCIOUSNESS


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REFERENCES

This deck – http://bit.ly/analyticly

www.Analytic.ly

Socialnomics09

Social Media in Plain English

PeopleBrowsr Super Bowl Study

PeopleBrowsr Top 20 Brands Study

http://www.slideshare.net/peoplebrowsr/the-twitter-metadata-revolution-and-collective-consciousness

http://www.nytimes.com/external/readwriteweb/2010/05/17/17readwriteweb-twitter-forefather-leaves-aims-to-disrupt-b-89770.html

http://blogs.hbr.org/research/2010/05/why-gallup-when-you-can-tweet.html



http://bit.ly/analyticly

http://www.youtube.com/user/Socialnomics09

http://www.youtube.com/user/Socialnomics09

http://www.youtube.com/watch?v=MpIOClX1jPE

http://www.slideshare.net/peoplebrowsr/people-browsr-super-bowl-deck

Technology

Jodee Rich - Effective Engagement through Analytics