Jodee Rich - Effective Engagement through Analytics

The Collective Stream of Consciousness and Industry Disruption

A November 2010 Review

Jodee Rich CEO PeopleBrowsr

HUMAN SOCIALISATION

Collective Consciousness and Industry Disruption – November 2010

Swinging through the trees..

HUMAN SOCIALISATION

Emerging from the jungle with Language

HUMAN SOCIALISATION

Thousands of years later we wrote it down

HUMAN SOCIALISATION

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

HUMAN SOCIALISATION

A Persistent Stream of Consciousness..

HUMAN SOCIALISATION

Established Industry, the Stream and the Cloud

HUMAN SOCIALISATION

Persistent Social Framework displaces Industry

YEARS TO REACH 50 MILLION SUBSCRIBERS

Radio 38 Years

TV 13 Years

Facebook 100 Million in less than 9 months

Source: Socialnomics09

“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…

1 YEAR OF TWITTER TRAFFIC:

View chart and stats on analytic.ly

Now at 50 Million Tweets/day

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

1 MILLION BRAND MENTIONS PER DAY

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

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

SOCIAL VECTORS

Persona

Breaking Trends

Sentiment

Influence and Engagement

Relevance

Connectedness – Degrees of Separation

PERSONA

Individual Profiling and Metadata Analysis

BIO data

Location

Gender

Interests

Twitter Lists

Advocates and Critics

BREAKING TRENDS

How to leverage live trends

Matching themes

Influencers buzz

Audience word clouds

Industry trends

Competitors mentions

Shared links

SENTIMENT

How to transform positive and negative sentiment

into value

Engage with users

Manage unhappy customers

Build VIP Advocates

Identify critics

Customers support

INFLUENCE AND ENGAGEMENT

Influencer targeting to get in touch with opinion leaders

Followers and Following

Relationships

Points of engagement

Klout Scores

Advocates and Critics

How to find most relevant Tweets

Influence

Geo-Locations

Degrees of Separation

Engagement

Gender

Metadata

RELEVANCE

How to find most relevant Tweets and Users

Matching keywords in Tweets

Matching Location

Matching keywords in BIO

Relationships

Shared Links

CONNECTEDNESS

Degrees of Separation to spot hub users

Number of connections

Number of interactions

Mutual Friends

Relationships

Shared Links

CASE STUDIES

Reaching Mommy

ABC Hotlist

Sony Pictures

Comcast Entertainment

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

Action Mommies

Expecting or New Mommies

Money Mommies

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

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

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

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

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.

accuracyVs 70-80% automation alone

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

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

SUPER BOWL

SUPER BOWL Correlation of Tweets and Ads

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

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

INDUSTRY DISRUPTION Banking

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

INDUSTRY DISRUPTION News

24 of the Top 25 Newspapers are in decline

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

INDUSTRY DISRUPTION Advertising

14% of the population Trust an Ad

78% Trust what their Friends say

INDUSTRY DISRUPTION Web Search

Facebook has more traffic than Google

INDUSTRY DISRUPTION Web Search

Facebook has more traffic than Google

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

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

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

INDUSTRY DISRUPTION Polling

Why Poll when you can extract?

INDUSTRY DISRUPTION Entertainment

THE NEXT TWO YEARS

Its very early Days..

THE NEXT TWO YEARS

Its very early Days

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

SMS is the benchmark

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

SMS is over 7 Billion/day

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

DISTRIBUTION

Mentions, RTs, …

Comments, Sharing,…

Profiles, Comments, …

Status Updates, Comments, …

Pictures, Comments, …

Connections, Comments

Blogs Mentions, …

Fan Pages

CROSS PLATFORM INTEGRATION

TWEETS PER CAPITA

Source: PeopleBrowsr DataMine

A new SocioEconomic KPI

THE NEXT TWO YEARS

The Conversation Stream becomes the Conversation Cloud

A real time historical record

THE NEXT TWO YEARS

The Conversation Cloud becomes the Rich Metadata Cloud

Social Media Stream will become the core backbone for people data

EXPERIMENTAL APPSWhat can we build?

RESEARCH.LY

Contextual Search and Post

Artificial Intelligence - AICloud powered Q and A

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

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..

RESEARCH.LY

Instant Community around what interests you today

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

VAST DYNAMIC DATA STORES POWERCOLLECTIVE CONSCIOUSNESS

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

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