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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