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From Demographics to Psychographics to Behaviorgraphics - PivotCon 2011 - Jodee Rich

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  • And in a wonderful human recursion we arebeing overwhelmed by our own data
  • The cat is out of the bag
  • Story: Mitch script; “challenge problem solution benefits” – user focused
  • Rose: “In the golden age of Twitter, Everyone is important Everyone has the potential to be a big influencer. Little brothers are the rock stars of social media”
  • Add table with actions, Summary notice how the use can dircetly affect outreach but infl can only be affected by others
  • Transcript

    • 1. From Demographics toPsychographics toBehaviorgraphics"Pivot Conference 2011 Jodee Rich CEO PeopleBrowsr The Pivot Conference 2011 | PeopleBrowsr
    • 2. The Pivot Conference 2011 | PeopleBrowsr
    • 3. BIG PICTURE Human Socialization Swinging through the trees… The Pivot Conference 2011 | PeopleBrowsr 3
    • 4. BIG PICTURE Emerging from the jungle with Language… The Pivot Conference 2011 | PeopleBrowsr 4
    • 5. BIG PICTURE Thousands of years later we wrote it down… The Pivot Conference 2011 | PeopleBrowsr 5
    • 6. BIG PICTURE PCs, the internet, mobile phones, GPS have come together to enable a vast distributed data network of collective memory The Pivot Conference 2011 | PeopleBrowsr 6
    • 7. BIG PICTURE A collective stream of intelligence… The Pivot Conference 2011 | PeopleBrowsr 7
    • 8. Little Brother The Pivot Conference 2011 | PeopleBrowsr 8
    • 9. Orwell got it wrongAt 10,000 posts a second…. we arebeing overwhelmed by Data The Pivot Conference 2011 | PeopleBrowsr 9  
    • 10. The Pivot Conference 2011 | PeopleBrowsr 10  
    • 11. BIG DATA IS NOW HEADING FOR LITTLE BROTHER The Pivot Conference 2011 | PeopleBrowsr 11  
    • 12. LITTLE BROTHERConnected Little Brothers will be a higher intelligencethan Big Brother The Pivot Conference 2011 | PeopleBrowsr 12  
    • 13. The Pivot Conference 2011 | PeopleBrowsr 13
    • 14. “Influence is impossible to measure” The Pivot Conference 2011 | PeopleBrowsr 14
    • 15. Billions of ConversationsFilter messages"Sort by Community"Measure social influence The Pivot Conference 2011 | PeopleBrowsr 15
    • 16. We All have Influence SomewhereEvery voice is important.Our main Influencers are everyday peopleand networks of friends.Small Close Networks of normal peopleare the Rock Stars of Influence. The Pivot Conference 2011 | PeopleBrowsr 16
    • 17. BehaviourGraphicsKred is Measurable Influence based on two metrics: Influence" Ability to inspire action: " Retweets, Replies, New follows." Outreach" Generosity, rewards actions, interaction with others. The Pivot Conference 2011 | PeopleBrowsr 17
    • 18. The Pivot Conference 2011 | PeopleBrowsr 18
    • 19. Identity Archives The Pivot Conference 2011 | PeopleBrowsr 19
    • 20. Social TV Analytics will eventuallyreplace Nielsen as the primarydata used by Media Buyers…. Here’s Why… The Pivot Conference 2011 | PeopleBrowsr
    • 21. The Test Case Filter Social mentions of 900 major TV Shows inthe United StatesCommunities composed of Social Media Usersrelated by their Affinities The Pivot Conference 2011 | PeopleBrowsr 21
    • 22. The SolutionTV Show IdentificationExample: House The Pivot Conference 2011 | PeopleBrowsr 22
    • 23. The SolutionCommunities 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 … The Pivot Conference 2011 | PeopleBrowsr 23
    • 24. Data Size Total number of TV Show mentions since January 2011 30 Million The Pivot Conference 2011 | PeopleBrowsr 24
    • 25. Data Size Number of people in each CommunityUnder 18 – 1,615,107 100K – 346,537Age 19-24 – 412,479 Allergy – 134,585Age 25-35 – 1,636,156 Tech – 5,111,413Moms – 370,762 Adventure + Tech – 1,673,600Heavy Searchers U. 18 – 132,231 Active Investors – 5,127Heavy Searchers 19-24 – 40,980 Adventurers/Outdoors – 139,121Heavy Searchers 25-35 – 201,238 The Pivot Conference 2011 | PeopleBrowsr 25
    • 26. Big Data for Little Brother will carry the next level of Human Evolution Woodstock 2 in Time Sq Oct 16 2011@WingDudeJodeeRich@PeopleBrowsr.com The Pivot Conference 2011 | PeopleBrowsr 26  
    • 27. Big Data for Little Brother will carry the next level of Human Evolution We are the 99%@WingDude slidesha.re/PBPivotJodeeRich@PeopleBrowsr.com The Pivot Conference 2011 | PeopleBrowsr 27