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Collective Stream of Consciousness and Industry Disruption - A Twitter analytics perspective - November 2010 by PeopleBrowsr
 

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The Collective Stream of Consciousness and Industry Disruption - A perspective using Twitter Analytics by PeopleBrowsr

The Collective Stream of Consciousness and Industry Disruption - A perspective using Twitter Analytics by PeopleBrowsr

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  • great presentation Jodee...
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  • Some great stats on social media
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  • Excellent post, thanks
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  • Few companies in the social media space understand the larger opportunities and forces at work in this rapidly evolving industry like PeopleBrowsr understands them. The company is building on 100% pure clue factor, as it has since day one. From my perspective, this slide deck is one of the best explications about why microblogging actually matters, moving forward. PeopleBrowsr's approach demonstrates a benchmark of business leadership: the ability to chart and traverse a revenue-driven course from where we are as an industry, to where we're headed. This is self-funding innovation at it's finest, clearly illustrating the rubric that I enjoy referring to as Adaptive Futuretechture.
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  • I love Twitter. The 'operating system' of the future will include great visual interfaces to work with such a stream...
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  • Has there been change The role of social networking

Collective Stream of Consciousness and Industry Disruption - A Twitter analytics perspective - November 2010 by PeopleBrowsr Collective Stream of Consciousness and Industry Disruption - A Twitter analytics perspective - November 2010 by PeopleBrowsr Presentation Transcript

  • 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 Collective Consciousness and Industry Disruption – November 2010
  • HUMAN SOCIALISATION Thousands of years later we wrote it down Collective Consciousness and Industry Disruption – November 2010
  • HUMAN SOCIALISATION PCs, the internet, cell phones have come together to enable a vast distributed network of human intelligence Collective Consciousness and Industry Disruption – November 2010
  • HUMAN SOCIALISATION A Persistent Stream of Consciousness.. Collective Consciousness and Industry Disruption – November 2010
  • HUMAN SOCIALISATION Established Industry, the Stream and the Cloud Collective Consciousness and Industry Disruption – November 2010
  • HUMAN SOCIALISATION Persistent Social Framework displaces Industry Collective Consciousness and Industry Disruption – November 2010
  • HUMAN SOCIALISATION Government Intervention Collective Consciousness and Industry Disruption – November 2010
  • HUMAN SOCIALISATION Stream Dries up… Collective Consciousness and Industry Disruption – November 2010
  • HUMAN SOCIALISATION OR Industry adapts.. Collective Consciousness and Industry Disruption – November 2010
  • YEARS TO REACH 50 MILLION SUBSCRIBERS Radio 38 Years TV 13 Years Facebook 100 Million in less than 9 months Source: Socialnomics09 Collective Consciousness and Industry Disruption – November 2010
  • “ 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… Collective Consciousness and Industry Disruption – November 2010
  • No longer a Fad.. it is a fundamental way we communicate Collective Consciousness and Industry Disruption – November 2010
  • 1 YEAR OF TWITTER TRAFFIC: View chart and stats on analytic.ly Now at 50 Million Tweets/day Collective Consciousness and Industry Disruption – November 2010
  • STREAM SIZE 2010: IT IS DAVID AND GOLIATH Next to Facebook, the Twitter Stream is still small Collective Consciousness and Industry Disruption – November 2010
  • 1 MILLION BRAND MENTIONS PER DAY Collective Consciousness and Industry Disruption – November 2010
  • 2010 OPENNESS Little Twitter is dragging the others out of the cave and into the open Collective Consciousness and Industry Disruption – November 2010
  • OPENNESS Because it is open, the Twitter Stream will become the core transport layer for rich MetaData and Cross Network Links Collective Consciousness and Industry Disruption – November 2010
  • Collective Consciousness and Industry Disruption – November 2010 1% Gold 100% Real
  • SOCIAL VECTORS Collective Consciousness and Industry Disruption – November 2010 Persona Breaking Trends Sentiment Influence and Engagement Trust Relevance Connectedness – Degrees of Separation
  • PERSONA Individual Profiling and Metadata Analysis Collective Consciousness and Industry Disruption – November 2010 BIO data Location Gender Interests Twitter Lists Advocates and Critics
  • BREAKING TRENDS How to leverage live trends Collective Consciousness and Industry Disruption – November 2010 Matching themes Influencers buzz Audience word clouds Industry trends Competitors mentions Shared links
  • SENTIMENT How to transform positive and negative sentiment into value Collective Consciousness and Industry Disruption – November 2010 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 Collective Consciousness and Industry Disruption – November 2010 Followers and Following Relationships Points of engagement Klout Scores Advocates and Critics
  • TRUST How to find most relevant Tweets Collective Consciousness and Industry Disruption – November 2010 Influence Geo-Locations Degrees of Separation Engagement Gender Metadata
  • RELEVANCE How to find most relevant Tweets and Users Collective Consciousness and Industry Disruption – November 2010 Matching keywords in Tweets Matching Location Matching keywords in BIO Relationships Shared Links
  • CONNECTEDNESS Degrees of Separation to spot hub users Collective Consciousness and Industry Disruption – November 2010 Number of connections Number of interactions Mutual Friends Relationships Shared Links
  • CASE STUDIES Reaching Mommy ABC Hotlist Sony Pictures Comcast Entertainment eBay Toyota Recall Super Bowl Ads Music Influencers in New York Collective Consciousness and Industry Disruption – November 2010
  • REACHING MOMMY - PERSONA How to create hyper-filtered Categories from MetaData Action Mommies Collective Consciousness and Industry Disruption – November 2010
  • Action Mommies Expecting or New Mommies REACHING MOMMY - PERSONA How to create hyper-filtered Categories from MetaData Collective Consciousness and Industry Disruption – November 2010
  • Action Mommies Expecting or New Mommies Money Mommies REACHING MOMMY - PERSONA How to create hyper-filtered Categories from MetaData Collective Consciousness and Industry Disruption – November 2010
  • REACHING MOMMY - TRUST From Mommy to Mommy… Trusted Mommies Trusted People in the area Other Mommies Followers & Friends Collective Consciousness and Industry Disruption – November 2010
  • REACHING MOMMY -CONNECTEDNESS Degrees of Separation for spotting connected Mommys Collective Consciousness and Industry Disruption – November 2010
  • ABC TWEETERS HOTLIST Collective Consciousness and Industry Disruption – November 2010
  • Goal: Evaluate impact of Traditional Media on the Social Media sphere Build 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 Collective Consciousness and Industry Disruption – November 2010
  • Industry : Media Entertainment Goals: Promote a Network TV Premiere Create online Buzz during the Event Performance and Results N umber 1 Twitter Trending Topic during Premiere Over 17,000 mentions of the #Hashtag during the week of the Premiere Collective Consciousness and Industry Disruption – November 2010
  • 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 10,000 Mentions/day filtered to 180 Meaningful comments Collective Consciousness and Industry Disruption – November 2010
  • TOYOTA RECALL SENTIMENT ANALYSIS Overwhelming negative mainstream media coverage and very little negative social media comment Collective Consciousness and Industry Disruption – November 2010
  • We analyze 18 months of historical data and live streams in real time We use a special algorithm and then have real people improving the result up to 95% accuracy. 95% accuracy Vs 70-80% automation alone US AIRLINE INDUSTRY STUDY JUNE 2009 Collective Consciousness and Industry Disruption – November 2010
    • 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 Collective Consciousness and Industry Disruption – November 2010
  • 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
    Collective Consciousness and Industry Disruption – November 2010
  • SUPER BOWL Collective Consciousness and Industry Disruption – November 2010
  • SUPER BOWL Correlation of Tweets and Ads Collective Consciousness and Industry Disruption – November 2010
  • SUPER BOWL By Volume Mullen and Radian6 O’Reilly and PeopleBrowsr O’Reilly and PeopleBrowsr By Volume By Positive Collective Consciousness and Industry Disruption – November 2010
    • 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
    Collective Consciousness and Industry Disruption – November 2010
  • INDUSTRY DISRUPTION Banking Source: http://www.nytimes.com/external/readwriteweb/2010/05/17/17readwriteweb-twitter-forefather-leaves-aims-to-disrupt-b-89770.html Collective Consciousness and Industry Disruption – November 2010
  • INDUSTRY DISRUPTION News 24 of the Top 25 Newspapers are in decline Collective Consciousness and Industry Disruption – November 2010
  • 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 Collective Consciousness and Industry Disruption – November 2010
  • INDUSTRY DISRUPTION Advertising 14% of the population Trust an Ad 78% Trust what their Friends say Source: Socialnomics09 Collective Consciousness and Industry Disruption – November 2010
  • INDUSTRY DISRUPTION Web Search Facebook has more traffic than Google Source: Socialnomics09 Collective Consciousness and Industry Disruption – November 2010
  • INDUSTRY DISRUPTION Web Search Facebook has more traffic than Google Social Media Search provides a better result than Google for links and recommendations Collective Consciousness and Industry Disruption – November 2010
  • 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 Collective Consciousness and Industry Disruption – November 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? Collective Consciousness and Industry Disruption – November 2010
  • INDUSTRY DISRUPTION Entertainment Collective Consciousness and Industry Disruption – November 2010
  • THE NEXT TWO YEARS Its very early Days.. Collective Consciousness and Industry Disruption – November 2010
  • THE NEXT TWO YEARS Its very early Days “ Google fears Facebook, Facebook fears Twitter, Twitter fears 4square, 4square fears two men in a garage” Collective Consciousness and Industry Disruption – November 2010
  • 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 Collective Consciousness and Industry Disruption – November 2010
  • Links published in Posts on an interesting topic will have greater reach than links published in main stream News > DISTRIBUTION Collective Consciousness and Industry Disruption – November 2010
  • Mentions, RTs, … Comments, Sharing,… Profiles, Comments, … Status Updates, Comments, … Pictures, Comments, … Connections, Comments Blogs Mentions, … Fan Pages SMS CROSS PLATFORM INTEGRATION Collective Consciousness and Industry Disruption – November 2010
  • TWEETS PER CAPITA Source: PeopleBrowsr DataMine A new SocioEconomic KPI Collective Consciousness and Industry Disruption – November 2010
  • THE NEXT TWO YEARS The Conversation Stream becomes the Conversation Cloud A real time historical record Collective Consciousness and Industry Disruption – November 2010
  • THE NEXT TWO YEARS The Conversation Cloud becomes the Rich Metadata Cloud Social Media Stream will become the core backbone for people data Collective Consciousness and Industry Disruption – November 2010
  • EXPERIMENTAL APPS What can we build? RESEARCH.LY Contextual Search and Post Artificial Intelligence - AI Cloud powered Q and A Collective Consciousness and Industry Disruption – November 2010
  • EXPERIMENTAL APPS AI What can we build? In the past the quest for AI has been driven by machine learning projects. They have been Training and CPU intensive Collective Consciousness and Industry Disruption – November 2010
  • EXPERIMENTAL APPS AI What can we build? Artificial Intelligence AI is now Build 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 was about machine learning or CPU cycles For the first time we have a vast open database of Questions and Answers Lets turn the problem upside down.. Collective Consciousness and Industry Disruption – November 2010
  • RESEARCH.LY Instant Community around what interests you today Collective Consciousness and Industry Disruption – November 2010
  • RESEARCH.LY Collective Consciousness and Industry Disruption – November 2010
  • RESEARCH.LY Every search shows related and connected data in the form of images, videos, @names, #tags, RTs and URLs Collective Consciousness and Industry Disruption – November 2010
  • VAST DYNAMIC DATA STORES POWER COLLECTIVE CONSCIOUSNESS Collective Consciousness and Industry Disruption – November 2010
  • 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.s lides hare.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/ Collective Consciousness and Industry Disruption – November 2010