Capturing and managing non-traditional information for Competitive Advantage. Tips for leveraging chatter from outside, and inside, the enterprise.

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Jordan Frank gave this presentation as part of a panel at the Special Librarians Association 2012 annual conference. The session focused on monitoring and participating in social media. …

Jordan Frank gave this presentation as part of a panel at the Special Librarians Association 2012 annual conference. The session focused on monitoring and participating in social media.

Jordan's talk focused on (1) issue of noise and spam in internet facing social media and (2) the use cases and value of using social software in the enterprise.

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  • 1. Pharma ChatterCapturing and managing non-traditional information for CompetitiveAdvantage.Tips for leveraging chatter from outside, and inside, the enterprise. SLA 2012 - Monday July 16th - Noon to 1:30 PM Jordan Frank VP Sales and BD & Chief Emergineering Officer jfrank@tractionsoftware.com @jordanfrank
  • 2. What’s this?
  • 3. A grain of salt!
  • 4. A grain of salt!Take it with you when analyzing anything on the web
  • 5. February 8, 2011JCPenny.com
  • 6. February 8, 2011JCPenny.com Ranked 1.3 on 59 Search Termsfrom bedding to sweater dresses
  • 7. February 8, 2011JCPenny.com Ranked 1.3 on 59 Search Termsfrom bedding to sweater dresses The New York Times - February 2, 2011 - The Dirty Little Secrets of Search
  • 8. February 8, 2011JCPenny.com Ranked 1.3 on 59 Search Termsfrom bedding to sweater dresses The New York Times - February 2, 2011 - The Dirty Little Secrets of Search http://www.nytimes.com/2011/02/13/business/13search.html?pagewanted=1&_r=1
  • 9. February 10, 2011JCPenny.com
  • 10. February 10, 2011JCPenny.com Ranked 52 on 59 Search Termsfrom bedding to sweater dresses.
  • 11. February 10, 2011JCPenny.com Ranked 52 on 59 Search Termsfrom bedding to sweater dresses. Punished for “black hat” SEO
  • 12. Today
  • 13. Today Ranks at ?
  • 14. Today Ranks at ? But is 2nd Google Ad
  • 15. Need someone to price shop? Monitor a discussion board? Hire a Turk! https://www.mturk.com
  • 16. Need a fake review? A Like or a Link? Hire a Turk!
  • 17. Need a fake review? A Like or a Link? Hire a Turk! ReadWriteWeb - December 16th, 2010 - 40% of New Turks Work Requests Are Note for Spamming
  • 18. Need a fake review? A Like or a Link? Hire a Turk! ReadWriteWeb - December 16th, 2010 - 40% of New Turks Work Requests Are Note for Spamming http://www.readwriteweb.com/archives/study_40_of_new_mechanical_turkers_work_requests_a.php
  • 19. Need a fake review? A Like or a Link? Hire a Turk! ReadWriteWeb - December 16th, 2010 - 40% of New Turks Work Requests Are Note for Spamming http://www.readwriteweb.com/archives/study_40_of_new_mechanical_turkers_work_requests_a.php A Computer Scientist in Business School
  • 20. Need a fake review? A Like or a Link? Hire a Turk! ReadWriteWeb - December 16th, 2010 - 40% of New Turks Work Requests Are Note for Spamming http://www.readwriteweb.com/archives/study_40_of_new_mechanical_turkers_work_requests_a.php A Computer Scientist in Business School http://www.behind-the-enemy-lines.com/2010/12/mechanical-turk-now-with-4092-spam.html
  • 21. Need a fake review? A Like or a Link? Hire a Turk! 41% of Human Intelligence Tasks on Mechanical Turk were classifiable as Spam ReadWriteWeb - December 16th, 2010 - 40% of New Turks Work Requests Are Note for Spamming http://www.readwriteweb.com/archives/study_40_of_new_mechanical_turkers_work_requests_a.php A Computer Scientist in Business School http://www.behind-the-enemy-lines.com/2010/12/mechanical-turk-now-with-4092-spam.html
  • 22. Want Help with Yelp?Got 550 Euros?
  • 23. Want Help with Yelp?Got 550 Euros?“a company based out of Madagascar, hires out one of itsfull-time 75 employees for 550 euros a month. That singleperson is capable of dropping 25,000 fake reviews inthree months”
  • 24. Want Help with Yelp?Got 550 Euros?“a company based out of Madagascar, hires out one of itsfull-time 75 employees for 550 euros a month. That singleperson is capable of dropping 25,000 fake reviews inthree months” Eater.com - March 29, 2012 - Shady Company Offers Fake Yelp Reviews for $495
  • 25. Want Help with Yelp?Got 550 Euros?“a company based out of Madagascar, hires out one of itsfull-time 75 employees for 550 euros a month. That singleperson is capable of dropping 25,000 fake reviews inthree months” Eater.com - March 29, 2012 - Shady Company Offers Fake Yelp Reviews for $495 http://eater.com/archives/2012/03/29/shady-company-offers-fake-yelp-reviews-for-495.php
  • 26. Can’t Trust This
  • 27. Can’t Trust ThisAs many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, acomputer science professor at the University of Illinois in Chicago who developssoftware to detect fake reviews. Liu said the challenge for Yelp and other review sites isin keeping pace with the latest tactics. "Its going to be a problem foreverbecause the incentive is too high," he said.
  • 28. Can’t Trust ThisAs many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, acomputer science professor at the University of Illinois in Chicago who developssoftware to detect fake reviews. Liu said the challenge for Yelp and other review sites isin keeping pace with the latest tactics. "Its going to be a problem foreverbecause the incentive is too high," he said.Members of South Bay BNI — a chapter of an international business networking groupbased in Upland — said they were unaware of that ban (on networking groups backingeachother) when they hatched their plan to buck up one another on Yelp.
  • 29. Can’t Trust ThisAs many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, acomputer science professor at the University of Illinois in Chicago who developssoftware to detect fake reviews. Liu said the challenge for Yelp and other review sites isin keeping pace with the latest tactics. "Its going to be a problem foreverbecause the incentive is too high," he said.Members of South Bay BNI — a chapter of an international business networking groupbased in Upland — said they were unaware of that ban (on networking groups backingeachother) when they hatched their plan to buck up one another on Yelp."I got good calls from Yelp once a day," Levine said. He returned the favor with positivecomments for their businesses
  • 30. Can’t Trust ThisAs many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, acomputer science professor at the University of Illinois in Chicago who developssoftware to detect fake reviews. Liu said the challenge for Yelp and other review sites isin keeping pace with the latest tactics. "Its going to be a problem foreverbecause the incentive is too high," he said.Members of South Bay BNI — a chapter of an international business networking groupbased in Upland — said they were unaware of that ban (on networking groups backingeachother) when they hatched their plan to buck up one another on Yelp."I got good calls from Yelp once a day," Levine said. He returned the favor with positivecomments for their businessesBNI members said they were stunned in June when Yelp pulled their comments.
  • 31. Can’t Trust ThisAs many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, acomputer science professor at the University of Illinois in Chicago who developssoftware to detect fake reviews. Liu said the challenge for Yelp and other review sites isin keeping pace with the latest tactics. "Its going to be a problem foreverbecause the incentive is too high," he said.Members of South Bay BNI — a chapter of an international business networking groupbased in Upland — said they were unaware of that ban (on networking groups backingeachother) when they hatched their plan to buck up one another on Yelp."I got good calls from Yelp once a day," Levine said. He returned the favor with positivecomments for their businessesBNI members said they were stunned in June when Yelp pulled their comments."Yelp picks and chooses how they want to apply things for their own best interests,"Lee said. "They say its an unbiased, fair system for reviews, but they manipulate it aswell."
  • 32. Can’t Trust ThisAs many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, acomputer science professor at the University of Illinois in Chicago who developssoftware to detect fake reviews. Liu said the challenge for Yelp and other review sites isin keeping pace with the latest tactics. "Its going to be a problem foreverbecause the incentive is too high," he said.Members of South Bay BNI — a chapter of an international business networking groupbased in Upland — said they were unaware of that ban (on networking groups backingeachother) when they hatched their plan to buck up one another on Yelp."I got good calls from Yelp once a day," Levine said. He returned the favor with positivecomments for their businessesBNI members said they were stunned in June when Yelp pulled their comments."Yelp picks and chooses how they want to apply things for their own best interests,"Lee said. "They say its an unbiased, fair system for reviews, but they manipulate it aswell." LA Times - July 4, 2012 - Yelp Reviews: Can You Trust Them
  • 33. Can’t Trust ThisAs many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, acomputer science professor at the University of Illinois in Chicago who developssoftware to detect fake reviews. Liu said the challenge for Yelp and other review sites isin keeping pace with the latest tactics. "Its going to be a problem foreverbecause the incentive is too high," he said.Members of South Bay BNI — a chapter of an international business networking groupbased in Upland — said they were unaware of that ban (on networking groups backingeachother) when they hatched their plan to buck up one another on Yelp."I got good calls from Yelp once a day," Levine said. He returned the favor with positivecomments for their businessesBNI members said they were stunned in June when Yelp pulled their comments."Yelp picks and chooses how they want to apply things for their own best interests,"Lee said. "They say its an unbiased, fair system for reviews, but they manipulate it aswell." LA Times - July 4, 2012 - Yelp Reviews: Can You Trust Them http://www.latimes.com/business/la-fi-yelp-reviews-20120704,0,1099294,full.story
  • 34. Did people really like a company?Biogen has 1096 Employees? Customers? Robots? Either way, can’t beat a fake bagel company...
  • 35. Did people really like a company?Biogen has 1096 Employees? Customers? Robots? Either way, can’t beat a fake bagel company... http://www.facebook.com/pages/Biogen-Idec/109376972422800
  • 36. Legit Adverts Attract Fake Likes? Virtual Bagel
  • 37. Bagel Adverts: Real $$, Fake LikesWithin 24 hours, VirtualBagel had acquired over 1,600 likes, despite the fact that thepage offered no products and no interesting content.The statistics showed that the page was most popular in Cairo, with 75% of "likes"coming from 13 to 17-year-olds.Mr Ronaldo also likes more than 3,000 other pages. ----------Earlier this year Facebook revealed that about 5-6% of its 901 million users might befake - representing up to 54 million profiles.Mr Tinmouth asked Facebook to investigate the issue of questionable profiles after oneof his clients refused to pay for his adverts on the basis they had not reached "realpeople". The company told him that the majority were authentic, and refused to meethim to discuss a refund.
  • 38. Bagel Adverts: Real $$, Fake LikesWithin 24 hours, VirtualBagel had acquired over 1,600 likes, despite the fact that thepage offered no products and no interesting content.The statistics showed that the page was most popular in Cairo, with 75% of "likes"coming from 13 to 17-year-olds.Mr Ronaldo also likes more than 3,000 other pages. ----------Earlier this year Facebook revealed that about 5-6% of its 901 million users might befake - representing up to 54 million profiles.Mr Tinmouth asked Facebook to investigate the issue of questionable profiles after oneof his clients refused to pay for his adverts on the basis they had not reached "realpeople". The company told him that the majority were authentic, and refused to meethim to discuss a refund. Facebook ‘Like’ Adverts Tested with Virtual Bagel Experiment
  • 39. Bagel Adverts: Real $$, Fake LikesWithin 24 hours, VirtualBagel had acquired over 1,600 likes, despite the fact that thepage offered no products and no interesting content.The statistics showed that the page was most popular in Cairo, with 75% of "likes"coming from 13 to 17-year-olds.Mr Ronaldo also likes more than 3,000 other pages. ----------Earlier this year Facebook revealed that about 5-6% of its 901 million users might befake - representing up to 54 million profiles.Mr Tinmouth asked Facebook to investigate the issue of questionable profiles after oneof his clients refused to pay for his adverts on the basis they had not reached "realpeople". The company told him that the majority were authentic, and refused to meethim to discuss a refund. Facebook ‘Like’ Adverts Tested with Virtual Bagel Experiment http://www.bbc.com/news/technology-18822971
  • 40. Bagel Adverts: Real $$, Fake LikesWithin 24 hours, VirtualBagel had acquired over 1,600 likes, despite the fact that thepage offered no products and no interesting content.The statistics showed that the page was most popular in Cairo, with 75% of "likes"coming from 13 to 17-year-olds.Mr Ronaldo also likes more than 3,000 other pages. ----------Earlier this year Facebook revealed that about 5-6% of its 901 million users might befake - representing up to 54 million profiles.Mr Tinmouth asked Facebook to investigate the issue of questionable profiles after oneof his clients refused to pay for his adverts on the basis they had not reached "realpeople". The company told him that the majority were authentic, and refused to meethim to discuss a refund. Facebook ‘Like’ Adverts Tested with Virtual Bagel Experiment http://www.bbc.com/news/technology-18822971 BBC News - July 12, 2012 - Facebook Likes and Adverts Value Doubted
  • 41. Bagel Adverts: Real $$, Fake LikesWithin 24 hours, VirtualBagel had acquired over 1,600 likes, despite the fact that thepage offered no products and no interesting content.The statistics showed that the page was most popular in Cairo, with 75% of "likes"coming from 13 to 17-year-olds.Mr Ronaldo also likes more than 3,000 other pages. ----------Earlier this year Facebook revealed that about 5-6% of its 901 million users might befake - representing up to 54 million profiles.Mr Tinmouth asked Facebook to investigate the issue of questionable profiles after oneof his clients refused to pay for his adverts on the basis they had not reached "realpeople". The company told him that the majority were authentic, and refused to meethim to discuss a refund. Facebook ‘Like’ Adverts Tested with Virtual Bagel Experiment http://www.bbc.com/news/technology-18822971 BBC News - July 12, 2012 - Facebook Likes and Adverts Value Doubted http://www.bbc.com/news/technology-18813237
  • 42. Getting KloutPreach to the Choir “Also, I’ll let you in on a little secret: The folks with the highest Klout scores are social media types that are followed by other social media types (it’s kind of a vicious cycle). So unless that’s your target audience (and I seriously doubt it is, because why would it be?), you’re not only courting the wrong people, you’re pissing off and alienating your REAL target audience by ignoring them.’’
  • 43. Getting KloutPreach to the Choir “Also, I’ll let you in on a little secret: The folks with the highest Klout scores are social media types that are followed by other social media types (it’s kind of a vicious cycle). So unless that’s your target audience (and I seriously doubt it is, because why would it be?), you’re not only courting the wrong people, you’re pissing off and alienating your REAL target audience by ignoring them.’’ Medi Bistro Ki;u 15, 2012
  • 44. Getting KloutPreach to the Choir “Also, I’ll let you in on a little secret: The folks with the highest Klout scores are social media types that are followed by other social media types (it’s kind of a vicious cycle). So unless that’s your target audience (and I seriously doubt it is, because why would it be?), you’re not only courting the wrong people, you’re pissing off and alienating your REAL target audience by ignoring them.’’ Medi Bistro Ki;u 15, 2012 http://www.mediabistro.com/alltwitter/customer-service-klout_b24145
  • 45. So, what are the positive signalsThe Bread Crumbs
  • 46. So, what are the positive signals The Trends Algorithms or data may not be “correct” or complete, but if its consistently measured it offers directionBig spikes like these in Google trends are most often news driven, but social media amplified
  • 47. Social Media for the Enteprise?E2.0 is not W2.0 18
  • 48. Social Media for the Enteprise?E2.0 is not W2.0 There’s an E for a reason 18
  • 49. Social Media for the Enteprise?E2.0 is not W2.0 There’s an E for a reason Drivers are different, work process is different, incentives are different. 18
  • 50. TeamPage Examples In the PharmaCompetitive Intelligence - Capture and distribute secondary and primarysource information in a community of intelligence.Regulatory Intelligence - Synthesize regulatory news which may impactStandard Operating Procedures, distribute with recommendations.Business Development - Document companies, contacts, opportunities.Track opportunities through stages.Research Teams - Documentation, note taking and communicationmanagement.Glossary - Wiki type glossary of Standard Operating Procedure TermsPresentation / Conference Info Base - Share, store and searchpresentations and PDFs generated internally and gathered from conferences 19
  • 51. Illustrative Screenshot Beyond activity feeds: easily organize information flow, encourage participation, feature timeless content like product profiles 20
  • 52. Gauging Impact:How many times is any one email read?
  • 53. Maybe 0.5, if you are lucky.What if that number could be 35?
  • 54. Defense Contractor Case Study“Wiki” of:- Past performance- Proposal library- More In 1 year for < 100 Users“Blog” of: 121,495 total actions- Announcements (internal) 353 Reads per day- Press releases (external) 35 Reads for every post- More Tag / Edit > Post 23
  • 55. Start your TeamPage Trial on the cloud or download free 5 user version www.tractionsoftware.com
  • 56. Jordan FrankVP Sales and BDChief Emergineering Officerjfrank@tractionsoftware.com401-528-1145 Any Questions? Start your TeamPage Trial on the cloud or download free 5 user version www.tractionsoftware.com