Credibility and Influence - AdTech London 2011 - Jodee Rich
 

Credibility and Influence - AdTech London 2011 - Jodee Rich

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Credibility and Influence - AdTech London 2011 - Jodee Rich Credibility and Influence - AdTech London 2011 - Jodee Rich Presentation Transcript

  • Credibility and Influence:
    Marketing to the NextGen of Social Networkers
    AdTech London 2011
    Jodee Rich
    CEO PeopleBrowsr
  • 3
    Social Media Strategy
    LISTEN ENGAGE INFLUENCE
  • 4
    Social Media Strategy
    10,000 posts/second
    1% Gold 100% Real
    Cross disciplines PR, Marcom, Sales Customer Service
    Monitoring in real time, no time for approval
    Influencers
  • 5
    Over the next 24 months…
    The Social Graph will be replaced by the..Interest Graph – Influencers and Authorities
  • 6
    BIG PICTURE
    Human Socialization
    Swinging through the trees…
  • 7
    BIG PICTURE
    Emerging from the jungle with Language…
  • 8
    BIG PICTURE
    Thousands of years later we wrote it down…
  • 9
    BIG PICTURE
    PCs, the internet, mobile phones, GPS have come together to enable a vast distributed data network of collective memory
  • 10
    BIG PICTURE
    A collective stream of intelligence…
  • 11
    Little Brother
  • 12
    Little Brother
    Connected Little Brothers will be a higher intelligence than Big Brother
  • 13
    An Inverted Orwellian Revolution
    Little Brother has access tovast amounts of data
  • 14
    Human Connectedness
    Viral Streams will add light fiber power to the Collective Intelligence
  • 15
    Social Vectors
    CONNECTEDNESS
    BREAKING TRENDS
    SENTIMENT
    INFLUENCE
    RELEVANCE
    TRUST
    PERSONA
  • 16
    Evolution of Influence
    2009 number of Followers
    2010 Followers and Engagement (RTs, @Replies)
    2011 most number of Friends talking about the topic
  • 17
    Huffington Post Influence
  • 18
    Huffington Post Influence
  • 19
    Cartoon Deck – Viral Influence
    http://bit.ly/hFltVp
  • 20
    Cartoon Deck – Viral Influence
    34,343 views in 2 days
    http://slidesha.re/dXiPEa
  • 21
    SOCIAL VECTORS
    Find Community Champions
    Architect | Blogger | Cat Lover | Celebrities | CEO | Coffee Lovers | Comcast | Comedy | Cool Brands | Dancers | Dating | Doctor | Dog Lovers | Engineer | Extreme Sports | Finance | Food | Lawyer | Marketing | Mommy Bloggers | Musician | News | Photography | Politics | Religion | Reporter | Social Media | Sport | Travel | VIP | Wall St | Wine Lovers
    People are 300% more likely to engage when properly targeted
  • 22
    Case Studies
  • 23
    CASE STUDIES
    TV Analytics
    Social TV Analytics will eventually replace Nielsen as the primary data used by Media Buyers….
    Here’s Why…
  • 24
    CASE STUDIES
    Objectives
    Replace Nielsen rating system with Social Media Data
    Identify TV Show preferences of the Social Audience
    Implement traditional ratings with Social Data to achieve more accurate results
  • 25
    CASE STUDIES
    The Test Case
    Filter Social mentions of 900 major TV Shows in the United States
    Communities Composed of Social Media Users related by their Affinities
  • 26
    CASE STUDIES
    The Challenge
    Refine millions of searches to identify content relevantto TV Shows
    Create comprehensive filters to classify Communities based on demographic data
  • 27
    CASE STUDIES
    The Solution
    TV Show Identification
    Search beyond exact Show Titles
    AKAs
    Typos
    Characters Names
    Actors Names
    House OR Gregory House OR GregoryHouse OR Doctor House OR DoctorHouse OR DrHouse OR Dr House OR Doctor Cuddy OR DoctorCuddy OR DrCuddy OR Lisa Cuddy OR Hugh Laurie OR ….
  • 28
    CASE STUDIES
    The Solution
    TV Show Identification
    Filter out noise and irrelevant results
    Contextual
    Proximity
    Exclusions
    NOT the house OR my house OR your house OR *s house OR this house OR that house OR cleaning OR for sale OR buying OR sold OR bought OR dog house OR our house OR full house OR fire OR leave OR party OR white OR …
  • 29
    CASE STUDIES
    The Solution
    Communities
    Identify demographics through
    Declared Age
    Marital Status
    Profession
    Followers of account
    Under18 = (student OR freshman OR junior OR senior) AND (list of 18K high schools) OR in high school OR I’m 6-17 years old OR I’m a teenager OR student of (high schools) OR studying for the ACTs OR learning to drive OR I want a fake ID OR …
  • 30
    CASE STUDIES
    Data Size
    Total number of TV Show mentions since January 2011
    30 Million
  • 31
    CASE STUDIES
    TV Shows Analytics
    TV Show: 60 Minutes
  • 32
    CASE STUDIES
    TV Shows Analytics
    Communities: Under 18
  • 33
    CASE STUDIES
    Vehicle Brands Report
  • 34
    CASE STUDIES
    Ad Measurement
    Industry: Media Entertainment
    Background: Creation of a Twitter report for studio executives/ impact of promo scheduling
    Length of Engagement: 8 months
    Goals:Evaluate the impact of traditional media on the social media sphere
    PeopleBrowsr Solution: 180 days historical reporting with overlay of traditional ad schedule
    Performance and Results:
    75,353
    # of Tweets extracted for 180 days
    12:30p & 7:00p Peak times of engagement
    60/40
    M/F demographic breakdown of tweets
  • 35
    CASE STUDIES
    Audience Campaign
    Industry: Magazine Publishing
    Background: Newsweek was featured on the Twittered featured list and while they saw a tremendous increase in followers, they found that many were not engaged
    Engagement: 6 weeks
    Goals: Build @names, increase conversation
    PeopleBrowsr Solution:
    Extract all those interested in breaking news, competitive follows, and US news; Most Influential users selected for engagement
    Performance and Results:
    News, USMost often mentioned keywords
    2000%
    Increase in CTR
    8,374
    New followers
  • 36
    CASE STUDIES
    Champions Campaign
    Performance and Results:
    50%
    Percentage of total registrations from Twitter
    5,000
    # of new followers
    36%
    # of CTR
    Industry: Computer Software
    Background: Large software company aiming to promote itself on social media channels
    Engagement: 12 months
    Goals: Maximize participation to online seminars and increase awareness
    PeopleBrowsr Solution: Extract all users aligned with SAP target audience; most influential selected for engagement
  • 37
    CASE STUDIES
    2011 Super Bowl YTD
    387,162 vs 99,124
    Total Tweets 2011 Total Tweets 2010
    From last year, total volume of Tweets mentioning Super Bowl brands increased 271%.
    Doritos had the highest number of mentions in 2010 and was the 3rd top mentioned brand this year, with an 89% increase in volume in 2011.
    In 2011, most social activity of all ads was in the Auto industry, represented by Volkswagon, Chrysler and Chevrolet.
  • 38
    Kred
    Influence and Outreach
    Transparent Activity Statement
    Community Based
    Group Kred
    Outreach Meter
    Fresh Content
    Advisory Function
    Detailed Analysis
  • 39
    What is Kred?
    Kred is measurable Influence
    Kred offers separate metrics for Influence and Outreach.
    Influence measures a user’s relative ability to inspire action from others like retweeting, replies or new follows.
    Outreach measures generosity and rewards actions like interaction with others and willingness to spread the message.
  • 40
    KredInfluence
    Influence is the measure of what others do for you
    It is reported to on a normalized 1,000 point scale.
    Influence is measured by
    Retweets
    @replies
    New follows
    List following
    Follow/following ratio
    Influence is outbound – how you inspire others to take action.
  • 41
    KredOutreach
    Outreach is the measure of generosity
    Outreach points are based in levels and will increase infinitely as users interact and spread messages from others.
    Outreach is measured by
    Retweets
    @replies
    New follows
    List following
    Outreach represents how others inspire you to interact and engage.
  • 42
    Kredentials for every @name
  • 43
    Swinging through the trees…Language evolved
    Little Brother will carry the next level of Human Evolution – Influencers and Authorities independent of Institutions
    @WingDudeJodeeRich@PeopleBrowsr.com
  • @WingDude
    jodeerich@peoplebrowsr.com
    http://slidesha.re/PBAdTechUK