Hyper Analytics for Social Media Blogworld 2010 by PeopleBrowsr and Klout

Hyper Analytics and the Collective Stream of Consciousness Jodee Rich CEO @PeopleBrowsr @WingDude Joe Fernandez CEO @JoeFernandez @Klout

HUMAN SOCIALISATION Hyper Analytics for Social Media – October 2010 Swinging through the trees..

HUMAN SOCIALISATION Emerging from the jungle with Language Hyper Analytics for Social Media – October 2010

HUMAN SOCIALISATION Thousands of years later we wrote it down Hyper Analytics for Social Media – October 2010

HUMAN SOCIALISATION PCs, the internet, cell phones have come together to enable a vast distributed network of human intelligence Hyper Analytics for Social Media – October 2010

HUMAN SOCIALISATION A Persistent Stream of Consciousness.. Hyper Analytics for Social Media – October 2010

HUMAN SOCIALISATION Established Industry, the Stream and the Cloud Hyper Analytics for Social Media – October 2010

HUMAN SOCIALISATION Persistent Social Framework displaces Industry Hyper Analytics for Social Media – October 2010

YEARS TO REACH 50 MILLION SUBSCRIBERS Radio 38 Years TV 13 Years Facebook 100 Million in less than 9 months Source: Socialnomics09 Hyper Analytics for Social Media – October 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… Hyper Analytics for Social Media – October 2010

1 YEAR OF TWITTER TRAFFIC: View chart and stats on analytic.ly Now at 50 Million Tweets/day Hyper Analytics for Social Media – October 2010

STREAM SIZE 2010: IT IS DAVID AND GOLIATH Next to Facebook, the Twitter Stream is still small Hyper Analytics for Social Media – October 2010

2010 OPENNESS Little Twitter is dragging the others out of the cave and into the open Hyper Analytics for Social Media – October 2010

OPENNESS Because it is open, the Twitter Stream will become the core transport layer for rich MetaData and Cross Network Links Hyper Analytics for Social Media – October 2010

Hyper Analytics for Social Media – October 2010 EVERY BROADCST MEDIUM IS MEASURED

http://www.flickr.com/photos/moriza/126238642/ Hyper Analytics for Social Media – October 2010 THE INDIVIDUAL IS NOW THE BROADCASTER

Need to understand the network value of each customer and their ability to impact your brand Hyper Analytics for Social Media – October 2010 NETWORK VALUE IS A COMPONENT OF LIFETIME VALUE

Hyper Analytics for Social Media – October 2010 SIMPLE COUNTING IS NOT THE FUTURE OF ANALYTICS

Hyper Analytics for Social Media – October 2010 ANALYTICS CAN BE USED FOR MORE THAN JUST GRAPHS

1 MILLION BRAND MENTIONS PER DAY Hyper Analytics for Social Media – October 2010

CASE STUDIES IN 2010 BlogWorld 2009 Starbucks eBay Toyota Recall Super Bowl Ads Hyper Analytics for Social Media – October 2010

Goals:
Build Audience
Sell tickets to the Conference
Create buzz around the event
Monitor the social stream
Industry: Events and Marketing Background: Producer of the largest Social Media Conference that annually hosts 10,000 people Length of Engagement: 15 months
Metrics for Success
Identify Key Influencers
Increase # of Conversations in Public timeline
Increase # of Followers
Maximize sales of tickets
CASE OVERVIEW: CONFERENCE Hyper Analytics for Social Media – October 2010

Solution:
Campaign Target Audience
Users mentioning BlogWorld keywords
Bloggers
Social Media Enthusiasts
CASE OVERVIEW: CONFERENCE PeopleBrowsr extracted all the users who mentioned BlogWorld and relevant keywords for the last 360 days. The list has also been populated with the participants to the conference in 2008 PeopleBrowsr selected the TOP influential users to engage with. These Tweeters received a Private Message with a special discount code to the conference Hyper Analytics for Social Media – October 2010

Performance and Results 30% Percentage Increase in Relevant Followers 11,000 # of Mentions of the hashtag during the conference 39% # of Clicks Through CASE OVERVIEW: CONFERENCE 180,000 # of Tweets extracted for 360 days 171,423 Additional Followers reached by ReTweets 962 # of Users who ReTweeted the Message Hyper Analytics for Social Media – October 2010

STARBUCK BUZZ CREATED Campaign Period Hyper Analytics for Social Media – October 2010

TOYOTA RECALL SENTIMENT ANALYSIS Overwhelming negative mainstream media coverage and very little negative social media comment Hyper Analytics for Social Media – October 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 Hyper Analytics for Social Media – October 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 Hyper Analytics for Social Media – October 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
Hyper Analytics for Social Media – October 2010

SUPER BOWL Correlation of Tweets and Ads Hyper Analytics for Social Media – October 2010

SUPER BOWL By Volume Mullen and Radian6 O’Reilly and PeopleBrowsr O’Reilly and PeopleBrowsr By Volume By Positive Hyper Analytics for Social Media – October 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 Hyper Analytics for Social Media – October 2010

TWEETS PER CAPITA Source: PeopleBrowsr DataMine A new SocioEconomic KPI Hyper Analytics for Social Media – October 2010

THE NEXT TWO YEARS The Conversation Stream becomes the Conversation Cloud A real time historical record Hyper Analytics for Social Media – October 2010

THE NEXT TWO YEARS The Conversation Cloud becomes the Rich Metadata Cloud Social Media Stream will become the core backbone for people data Hyper Analytics for Social Media – October 2010

CUSTOM ANALYTICS Hyper Analytics for Social Media – October 2010

SENTIMENT ANALYSIS Hyper Analytics for Social Media – October 2010

SENTIMENT ANALYSIS BY DAY Hyper Analytics for Social Media – October 2010

SAMPLE POSITIVE TWEETS Hyper Analytics for Social Media – October 2010

SAMPLE NEGATIVE TWEETS Hyper Analytics for Social Media – October 2010

VOLUME OF MENTIONS Hyper Analytics for Social Media – October 2010

REACH Hyper Analytics for Social Media – October 2010

WORD CLOUD Hyper Analytics for Social Media – October 2010

TIME TARGETING Hyper Analytics for Social Media – October 2010

GEO TARGETING Hyper Analytics for Social Media – October 2010

AUDIENCE PROFILING Hyper Analytics for Social Media – October 2010

BLOGWORLD ANALYTICS PLATFORM http://Analytic.ly/Blogworld Hyper Analytics for Social Media – October 2010

EXPERIMENTAL APPS RESEARCH.LY What can we build? RESEARCH.LY Contextual Search and Post Inline Content RESEARCH.LY HyperLocal Linked to other netwoks Hyper Analytics for Social Media – October 2010

Hyper Analytics for Social Media – October 2010 SEARCH THE WORLD OR JUST THE COUNTRY OR CITY YOU WANT The first thing you will notice are the Country and City drop down menus Use these as you search, so the results you get are more relevant t2.ly uses the geo metadata in Tweets

Hyper Analytics for Social Media – October 2010 SEARCH EVERY TOPIC OR JUST THE ONE YOU LIKE Refine the search for Your Community Choose any Topic that is more interesting and relevant to you

Hyper Analytics for Social Media – October 2010 CUSTOM URL FOR DIRECT SEARCH Define your search directly from the URL Select Location, Category and Keyword and start browsing!

Hyper Analytics for Social Media – October 2010 TWO WAYS TO START SEARCHING Click on any of the words in the ‘Most Retweeted’ box to start searching Start typing a Tweet in the ‘Compose a Tweet’ box. Click any word you type to start searching on that word to show related results OR

Hyper Analytics for Social Media – October 2010 RECURSIVE SEARCH Now t2.ly comes to life; a Twitter stream with related, relevant Tweets appears below Click on any word in the Search Stream to continue drilling down for refined results

Hyper Analytics for Social Media – October 2010 FIND A RELATIONSHIP PATH… Degrees of separation (1º, 2º, 3º and 4º) show how many ‘steps’ you are from the original Tweeter The power of demonstrating this connectedness is of enormous benefit in creating trust and value within the search results

Hyper Analytics for Social Media – October 2010 WHO KNOWS WHO KNOWS YOU… 1º - you follow them 2º - you follow someone, who follows them 3º - you follow someone, who follows someone, who follows them 4º - you follow someone, who follows someone, who follows someone, who follows them

Hyper Analytics for Social Media – October 2010 SEARCH IN FRIENDS STREAM Find all your friends who Tweeted about any search keyword Choose to filter the stream by gender or sentiment

Hyper Analytics for Social Media – October 2010 RICH MEDIA These are currently related and trending pictures you can use in your Tweet These are currently related and trending @Names, Hashtags, URLs you can use in your Tweet These are the analytics of your chosen keyword

Hyper Analytics for Social Media – October 2010 RELATEDNESS & CONNECTEDNESS Every search also shows related and connected data in the form of images, videos, @names, #tags, retweets and URLs Each result can be used to search deeper just by clicking it or used as content for your own tweet in the Compose box

VAST DYNAMIC DATA STORES POWER COLLECTIVE CONSCIOUSNESS Hyper Analytics for Social Media – October 2010

REFERENCES This Deck http://slidesha.re/HyperAnalytics www.Analytic.ly Socialnomics09 Social Media in Plain English PeopleBrowsr Super Bowl Study PeopleBrowsr Top 20 Brands Study www.ReSearch.ly 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/ Hyper Analytics for Social Media – October 2010 Jodee Rich CEO @PeopleBrowsr @WingDude Joe Fernandez CEO @JoeFernandez @Klout

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Hyper Analytics for Social Media Blogworld 2010 by PeopleBrowsr and Klout

by PeopleBrowsr on Oct 16, 2010

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