Web 2.0 Expo San Francisco April 3, 2009
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Transcript of Web 2.0 Expo San Francisco April 3, 2009
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Web 2.0 Expo San FranciscoApril 3, 2009
INFLUENCE
Gregor Hochmuthdotgrex.com / @grex
Finding and applying
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Web 2.0 Expo San FranciscoApril 3, 2009
Gregor Hochmuthdotgrex.com
*This is not aGoogle presentation.This is independent ponderingprior to my current work at Google.
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We need new models for understanding what’s interesting
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We need new models for understanding what’s interesting
(right now)
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While some have been busy building “recommender systems”
for the last 20 years …
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… others just brought our best recommender system online:
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People we know
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People we trust
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People we #follow
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We don’t need machinesanymore to tell us what’s interesting.
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Our friends do that now.
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The new problem is:
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Making machines understand what’s interesting
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Making machines understand who’s interesting
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Making machines understand who’s important
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Making machines understand who’s connected
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Making machines understand who’s safe to ignore
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Making machines understand INFLUENCE
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Understanding influence
↓ who’s interesting
↓ what’s interesting
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Understanding influence
↓ who’s interesting
↓ what’s interesting
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Understanding influence
↓ who’s interesting
↓ what’s interesting
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Understanding influence
↓ interesting people
↓ interesting content
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Understanding influence
↓ interesting people
↕ interesting content
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We need new models for understanding what’s interesting
(right now)
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We need new models for understanding what’s interesting
right now
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sort by: Most Recent
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sort by: Most Recent
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sort by: Most Recent
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sort by: Most Recent
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sort by: Most interesting
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sort by: Most timely
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sort by: Most influential
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Influencers havethings to spread
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Influencers havethings to spread.
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Influencers areeverywhere.
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Influencers areeveryday people.
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Influencers arein every social circle.
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But influencers need…people who listen
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people who listen.
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people who follow them.
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= Audience
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Audience
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Audience
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Audience
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Audience
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audience : a common understanding of who’s listening
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audience : a common understanding of who’s listening to you
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vs.
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vs.
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vs.
I know my audience I know some numbers
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Evidence of understanding of audience on Twitter:
@repliesRTs
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latest redesign? supports a better model of audience
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latest redesign? supports a better model of audience
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latest redesign? supports a better model of audience
> you see everyone’s updates now
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Feedback
Letting people knowtheir content matters
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Ownership
Letting people knowwho contributed what
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Serendipity
Letting people extendtheir networks without effort
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Analyzing influence
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finding the influencers
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What makes one personmore influential?
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How many people listen?
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How many people listen?
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It’s who listens, not how many.
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Analyzing influence
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I’m friends withShaq!!
Analyzing influence
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I’m famou
s
I’m friends withShaq!!
Analyzing influence
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I’m famou
s
I’m friends withShaq!!
I’m speci
al
Analyzing influence
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Analyzing influence
Connector
Maven
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Analyzing influence:
The Twitter example
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Tim “Importance” of Tim is determined by the importance of the people who follow Tim.
Analyzing influence:
The Twitter example
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8
= importance / # of outgoing connections
Analyzing influence:
The Twitter example
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8
+ 8 / 3
+ 8 / 3
+ 8 / 3
Analyzing influence:
The Twitter example
= importance / # of outgoing connections = 8 / 3
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3 = 8/3 + 2/12 + 1/6 = 3
+ 8/3
+ 2/12
+ 1/6
Analyzing influence:
The Twitter example
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3 = 8/3 + 2/12 + 1/6
+ 8/3
+ 2/12
+ 1/6
Analyzing influence:
The Twitter example
+ 3/2
+ 3/2
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3 = 8/3 + 2/12 + 1/6
+ 8/3
+ 2/12
+ 1/6
Analyzing influence:
The Twitter example
+ 3/2
+ 3/2
and repeat!
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“Honey, this looks familiar—”
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“It’s PageRank, dear.You use it every day.”
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Analyze influence wherever people trade feedback
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Analyze influence wherever people exchange something
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Analyze influence wherever people exchange something
asymmetry is your friend!
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Analyze influence wherever people exchange something
asymmetry is your friend!the opposite may not be true.
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Follows
try it on
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Favorites, Likes
try it on
Flickr
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Messages, Comments
try it on
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Ratings
try it on
Amazon, Yelp
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So. Understanding Influence:
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Use it forranking
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Use it forranking
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Use it forsorting
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Use it fordiscovery
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Use it forreducing the noise
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Web 2.0 Expo San FranciscoApril 3, 2009
INFLUENCE
Gregor Hochmuthdotgrex.com / @grex
thanks.