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  • Note higher scale for Tweet trends chart for Doritos and Bud Light (20K vs 5K for other brands)
  • Note different scale from first slide (5K tweets vs 20K tweets) – far fewer tweets than Doritos and Bud Light
  • Note different scale from first slide (5K tweets vs 20K tweets) – far fewer tweets than Doritos and Bud Light
  • Note different scale from first slide (5K tweets vs 20K tweets) – far fewer tweets than Doritos and Bud Light
  • Note different scale from first slide (5K tweets vs 20K tweets) – far fewer tweets than Doritos and Bud Light

People Browsr Keynote Presentation Transcript

  • 1. Intelligent Stream Mining and Strategic Response Solutions “ Real-time Internet conversations occur on many platforms from blogs to social media sites and new web superstars like Twitter. Tools that you have used in the past, like Google or their email alerts, cannot keep pace with these conversations.”
  • 2. Our Core Strategy Build Web Apps and Services that look into the Data Mine: Live Data Mine of Conversations and Mentions Social Search Engagement Work Flow Real Time & Historical Analysis
  • 3. PeopleBrowsr Clients
  • 4. Advertising Stream Print Radio TV Social Media Media Spend $$$ Social Media Is an efficient channel
  • 5. Inside PeopleBrowsr Analytics Fan Pages Mentions, RTs, … Comments, Sharing,… Profiles, Comments, … Status Updates, Comments, … Pictures, Comments, … Connections, Comments
  • 6. Inside PeopleBrowsr
    • Deep Twitter Archive
    • FILTER Tweets, BIOs, Location
    • API access for large scale campaigns
  • 7. Engineers
      • Andrew Maizels – A master at Search and Database design
      • Alberto Perego – Javascript Genius
      • Andrew Horn – API Guru
      • Jesse Skinner – Uber JS Genius
      • Rob Nelson – Seasoned SysOp
    Who We Are
  • 8. Leaders and Marketers Who We Are Dave Mathews - Business & product dev. for companies large and small. 53 patents. Priscilla Scala – PB product Manager Nicole Meikle – Designer Extraordinaire Jodee Rich - Team leader Jean Russell - NurtureGirl Becky Wang – Business Development LA Gloria Fumagalli – Campaign Manager
  • 9. Influencers
    • Tim O’Reilly – Technology Leader and Visionary
    • Brian Solis – Author and PR consultant
    • Robert Scoble – Blogger formerly within Microsoft
    • Roger Magoulas – O’Reilly Research Guru
    Who We Are
  • 10. Problems we Solve:
    • How do Traditional Channels effect Social Media
    • Viral Sentiment and Customer Service Issues
    • How do we influence the Conversation
    • Filter High Velocity Streams for Actionable Messages
    • How to build an engaged Audience
    • Converting Social Media into Sales
    • Calculating ROI
  • 11. Media Spend on Twitter Media Spend on Twitter
  • 12. The PeopleBrowsr Cycle
    • Historical and Ongoing Sentiment Analysis
    • Campaigns to Build Followers
    • Campaigns to Direct Message
    • Reporting on ROI for traditional and Social Media
    • Custom Monitoring Dashboards
  • 13. 2010 SuperBowl
    • Analytics:
      • Effect of Traditional Media on Social Media
      • Mechanical Turk to measure a ccurate Sentiment
      • Metrics to measure Success:
        • Total Mentions
        • Positive Mentions
    By Volume Mullen and Radian6
  • 14. SuperBowl
    • Results:
      • 103,158 Total Mentions
      • Sampled 1000 Tweets from Every Brand and used Mechanical Turk Human Sentiment to analyse
      • Polarised:
        • 50% Positive
        • 28% Neg
        • 18% Neutral
  • 15. SuperBowl
      • Positive Sentiment Chart
  • 16. SuperBowl
      • Positive Sentiment Chart
  • 17. SuperBowl
  • 18. SuperBowl
  • 19. SuperBowl
  • 20. SuperBowl
  • 21. SuperBowl
  • 22. O’Reilly and PeopleBrowsr Analysis:
  • 23. Correlation of Tweets and Ads
  • 24. Doritos and Bud Light ran a series of themed ads Doritos ran more ads and received more positive sentiment tweets
  • 25. Top Brands – By Sentiment
    • Google and Snickers had most positive sentiment
      • Both show a longer tail of tweet interest
  • 26. Low Sentiment Brands
    • Pre-game controversy for Focus on the Family ad
      • Fewer tweets than other brands in study
    • GoDaddy ran racy ads
  • 27. No Sentiment Brands
    • Coca Cola and Budweiser generated more neutral sentiment than other brands
  • 28. Korean Cars
      • Kia generated more tweet volume while running fewer ads
  • 29. SuperBowl By Volume Mullen and Radian6 O’Reilly and PeopleBrowsr O’Reilly and PeopleBrowsr By Volume By Positive http://www.slideshare.net/peoplebrowsr/superbowl-3231030 Contact me for an xls of the Brands Tweets [email_address]
  • 30. Hollywood Company Size: $200 Million in Revenue Social Media Spend: $20K Goal: Evaluate impact of non-Traditional Media on the Social Media sphere
  • 31. Hollywood Solution: 180 day Historical Analysis of Posts overlayed on TV Ad spend and other channels
    • Performance:
      • Identified key performer as branded video content
      • 50% fluctuation on engagement based on time of message release
      • Targeted influencers RTed a combined 879 times
  • 32. Hollywood Sentiment Campaign
    • Listen to your Audience:
      • Monitor Twitter for mentions of the movie and its stars
      • Find all negative comments about the movie
      • Order your results by influence
    • Build Relevant Followers:
      • Follow most relevant people
      • Wait for follow back
    • Make Contact:
      • Acknowledge – Let complainers know they have been heard
      • Engage with the influencers
    • Transform enemies into your best advocates:
      • Run positive sentiment campaigns
  • 33. A Record Label Company Size: $6 Billion in Revenue AD Spend: $80K
    • Goals:
      • Create awareness about band and tour
      • Sell tickets
      • Sell records
  • 34. A Record Label Campaign Steps
    • Find your Audience:
      • Search for people mentioning “pop music” or “rock music” with positive sentiment
      • Extract band’s followers and competitors followers
      • Sort result by location - based on Tour dates
      • Find top influencers for each location
    • Build Relevant Followers:
      • Follow influencers
      • Wait for follow back
    • Make Contact:
      • Create an #Hashtag and a promo with prizes for people using it
      • @Reply Top influencers with #Hashtag and promo details
      • Send DMs to everyone that follows back to inform about the Tour
    • Be Relevant:
      • Monitor feedback, mentions and @Replies
  • 35. A Record Label Campaign Performance
    • Performance and Results:
      • Over 8,000 new Followers for the @Name
      • Over 3,000 visits to the Tour website
      • Positive response from Fans and Followers
  • 36. A Conference Company Size: $50m in Revenue AD Spend: $10K
    • Goals:
      • Sell tickets to the conference
      • Create buzz about the event
  • 37. A Conference Campaign Steps
    • Find your Audience:
      • Find people mentioning similar conferences in the same field
      • Find people interacting with speakers at your conference
      • Sort result by influence
    • Build Relevant Followers:
      • Follow Top influencers
      • Wait for follow back
    • Make Contact:
      • Create an #Hashtag for the conference
      • Send DMs to those who follow back offering a special discount
      • @Reply Top influencers with #Hashtag to create buzz
    • Be Relevant:
      • Monitor feedback, mentions and @Replies
  • 38. Small Business Company Size: $150K in Revenue AD Spend: $5K
    • Goals:
      • Make the shop popular in its area
      • Create buzz
      • Find new customers
  • 39. Small Business Campaign Steps
    • Find your Audience:
      • Find people mentioning chocolate
      • Find people mentioning occasions you can offer chocolate for
      • Sort result by influence
    • Build Relevant Followers:
      • Follow Top influencers
      • Wait for follow back
    • Make Contact:
      • Send DMs to those who follow back offering a special discount
      • @Reply Top influencers
    • Be Relevant:
      • Run special promotions in special occasion (Eg. Valentine’s Day)
      • Monitor feedback, mentions and @Replies
  • 40. IT Software Company Size: $2.5 Billion in Revenue AD Spend: $35K
    • Goals:
      • Maximize participation to online seminars
      • Increase awareness of newly released software products
  • 41. IT Software Campaign Steps
    • Find your Audience:
      • Find people mentioning your brand or competitors
      • Find people mentioning needs your brand can reply to
      • Extract competitors followers
      • Order your results by influence
    • Build Relevant Followers:
      • Follow most relevant people
      • Wait for follow back
    • Make Contact:
      • Create an #Hashtag
      • Send DMs to everyone that follows back inviting to the seminar
      • @Reply biggest influencers to create buzz
    • Be Relevant:
      • Monitor feedback and @Replies
  • 42. IT Software Campaign Performance
    • Performance and Results:
      • 50% of seminar attendees registered from Twitter offer
      • Over 1,000 new Followers of Twitter Account
  • 43. A Hotel Company Size: $2.5 Billion in Revenue AD Spend: $55K
    • Goals:
      • Sell nights at the hotel
      • Find new customers
  • 44. A Hotel Campaign Steps
    • Find your Audience:
      • Find people mentioning your area and trips in your area
      • Find people mentioning events in your area – festivals, conferences
      • Extract competitors followers
      • Order your results by influence
    • Build Relevant Followers:
      • Follow most relevant people
      • Wait for follow back
    • Make Contact:
      • Organize a discount or special promo for Twitter users
      • Send DMs to everyone that follows back informing about promo
      • @Reply biggest influencers to create buzz
    • Be Relevant:
      • Monitor feedback, mentions and @Replies
  • 45. Campaigns
    • Identify Unique Brand Name or Unique Keywords
    • Measure Stream Velocity
    • Find Existing Twitter @Name / Create Presence
    • Identify Competitors @Names
    • Tweet scripting - less than 140 chars
    • Link Scripting to Keywords
    • Action Link with a customized Twitter offer
    • Execute Campaigns
  • 46. Filtering a high Velocity Stream 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. Risks: Stream includes spam, affiliates, and other non-relevant mentions . Velocity 10,000 Mentions/day
  • 47. Filtering Process
    • Build a unique @name list from the extract
    • Build spam @names with PB spam alogorithm
    • Build affiliates list
    • Review Spam and Affiliate @names - reinsert false positives
    • Finalise Spam and Affiliate list
    • Wash spam and Affiliate list against the full stream to produce a non-Spam and Non-Affiliate cleaned Daily Stream
  • 48. Sentiment Analysis 95% accuracy Vs 70-80% automation alone SENTIMENT Build a live stream Analyze with a special dictionary I ncrease quality with Real-time human re-sorting HISTORICAL ARCHIVE Identify Keyword @name Set Time Length (30d) Search archive (360d)
  • 49. one we build a live stream for an industry or a group using @Names or Keywords. Eg: Foo Camp attendees and the companies that they represent or Airlines. How it works
  • 50. How it works two we then analyze that stream with a special dictionary for the industry or group and sort the results into buckets.
  • 51. How it works three increase quality with real time human re-sorting
  • 52. What The Turk Sees…
  • 53. Eg: Quality Improvement on June Airlines data
  • 54. Custom Dashboards and Reporting
  • 55. Social Media Metrics for ROI Metrics on “Time for Engagement” Best Time for Engagement with Followers
  • 56. Social Media Planning: Demographics Male Female Gender Geo-Targeting Time-Targeting
  • 57. Social Media Planning: Psychographics
    • Monitor conversations mentions related brands and preferences
    • Of those, categorize by memes and keywords in posts
    • Daily Reporting of trends and sentiment of conversation
  • 58. Social Media Metrics for ROI Audience Profile Monitor Engaged and Active Followers
  • 59. Social Media Metrics for ROI Number of Mentions
  • 60. Social Media Metrics for ROI Optimal Time for Engagement Best Time for Engagement with Followers
  • 61. Social Media Metrics for ROI Geo Location of Followers
  • 62. Social Media Metrics for ROI CTR
  • 63. Intelligent Stream Mining and Strategic Response Solutions @WingDude | [email_address]