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  • 1. We are a Data Mining, Analytics & Brand Engagement Service Provider Analytics Campaigns Data Mine PeopleBrowsr – DataMine, Campaigns and Analytics
  • 2. Our Core Strategy Build Web Apps and Services that look into the Data Mine: Live Data Mine of Conversations and Mentions Social Search Engagement Work Flow Real Time & Historical Analysis PeopleBrowsr – DataMine, Campaigns and Analytics
  • 3. Our Customers PeopleBrowsr – Campaigns, Analytics and DataMine
  • 4. Problems we solve:
    • Measure the Effect of Traditional Channels on Social Media
    • Manage Viral Sentiment and Customer Service Issues
    • Influence the Conversation
    • Filter High Velocity Streams
    • Send Targeted Actionable Messages
    • Build an engaged sticky Audience
    • Convert Social Media into Sales
    • Calculate ROI
    PeopleBrowsr – DataMine, Campaigns and Analytics
  • 5. Over 100,000 Brand Mentio ns a day PeopleBrowsr – DataMine, Campaigns and Analytics
  • 6. MetaData Stream Feeds MetaData Cloud
    • Line between social media networks is blurring
    • Twitter is open
    • 28% are heavy socializers
    PeopleBrowsr – DataMine, Campaigns and Analytics
  • 7. Media Spend on Twitter PeopleBrowsr – DataMine, Campaigns and Analytics
  • 8. Data Mine Archive PeopleBrowsr – DataMine, Campaigns and Analytics
    • Over 360 days Twitter, MySpace, Facebook and Blog Posts Archive - 1 TB Month
    • FILTER Tweets, BIOs, Location
    • API access for large scale campaigns
  • 9. Data Mine Live Stream Fan Pages Mentions, RTs, … Comments, Sharing,… Profiles, Comments, … Status Updates, Comments, … Pictures, Comments, … Connections, Comments PeopleBrowsr – DataMine, Campaigns and Analytics Blogs Mentions, …
  • 10. A New Media Buy Media Buy: Analytics & Campaigns Print Radio TV Social Media $$$ Social Media is an efficient Channel that is measurable PeopleBrowsr – DataMine, Campaigns and Analytics
  • 11. Hollywood Movie Company Size: $200 Million in Revenue Social Media Spend: $100K
    • Goal:
    • Evaluate impact of Traditional Media on the Social Media sphere
    • Build engaged audience
    PeopleBrowsr – DataMine, Campaigns and Analytics
  • 12. Hollywood Movie Solution: 180 day Historical Analysis of Posts overlay on TV Ad spend and other channels
    • Performance:
      • Identified key performer as branded video content
      • 50% fluctuation on engagement based on time of message release
      • Targeted influencers RTed a combined 879 times
    PeopleBrowsr – DataMine, Campaigns and Analytics
  • 13. PeopleBrowsr Difference PeopleBrowsr – DataMine, Campaigns and Analytics Data Mine: 18 months of Twitter history to power services and Analytic.ly Campaigns: Find influencers & build engaged audience to interact with brand Data Analysis: Filtering processes to remove affiliates and spam Sentiment Analysis: end-to-end workflow using mechanical turk to deliver up to 95% accuracy of sentiment Custom Analytics: Customized for client needs to track CPM, demographic of audience, conversation topics Reports: In -depth reports from exceptional analysts
  • 14. Human Sentiment Analysis 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 PeopleBrowsr – DataMine, Campaigns and Analytics
  • 15. one we build a live stream for an industry or a group using @Names or Keywords. Eg: Foo Camp attendees and the companies that they represent or Airlines. How it works PeopleBrowsr – DataMine, Campaigns and Analytics
  • 16. How it works two we then analyze that stream with a special dictionary for the industry or group and sort the results into buckets. PeopleBrowsr – DataMine, Campaigns and Analytics
  • 17. How it works three increase quality with real time human re-sorting PeopleBrowsr – DataMine, Campaigns and Analytics
  • 18. PeopleBrowsr – DataMine, Campaigns and Analytics
  • 19. Eg: Quality Improvement on June Airlines data PeopleBrowsr – DataMine, Campaigns and Analytics
  • 20. PeopleBrowsr – DataMine, Campaigns and Analytics
  • 21. Industry Analytics Reports PeopleBrowsr – DataMine, Campaigns and Analytics
  • 22. 2010 SuperBowl
    • 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 PeopleBrowsr – DataMine, Campaigns and Analytics
  • 23. SuperBowl
    • 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
    PeopleBrowsr – DataMine, Campaigns and Analytics
  • 24. SuperBowl PeopleBrowsr – DataMine, Campaigns and Analytics
  • 25. SuperBowl
      • Positive Sentiment Chart
    PeopleBrowsr – DataMine, Campaigns and Analytics
  • 26. SuperBowl
      • Positive Sentiment Chart
    PeopleBrowsr – DataMine, Campaigns and Analytics
  • 27. SuperBowl
    • Most Negative:
    • Focus on the Family
    • GoDaddy
    • Neutral
    • Coca Cola
    • Budweiser
    PeopleBrowsr – DataMine, Campaigns and Analytics
  • 28. PeopleBrowsr – DataMine, Campaigns and Analytics SuperBowl
  • 29. O’Reilly and PeopleBrowsr Analysis:
  • 30. Correlation of Tweets and Ads
  • 31. By Volume Mullen and Radian6 O’Reilly and PeopleBrowsr O’Reilly and PeopleBrowsr By Volume By Positive http://www.slideshare.net/peoplebrowsr/superbowl-3231030 Contact me for an xls of the Brands Tweets [email_address] SuperBowl PeopleBrowsr – DataMine, Campaigns and Analytics
  • 32. PeopleBrowsr Campaign Process PeopleBrowsr – DataMine, Campaigns and Analytics
    • Historical and Ongoing Sentiment Analysis
    • Campaigns to Build Relevant Followers
    • Follow , followback
    • DM
    • Offer products and services directly to consumers
    • Campaigns to Direct Message
    • Reporting on ROI for traditional and Social Media
    • Custom Monitoring Dashboards
    Injecting the brand into the conversation
  • 33. PeopleBrowsr Campaign Process Human-sorted Sentiment Analysis with 95% accuracy (known as mechanical turk) Upon follow-back (an voluntary opt-in), Direct Messages (DM) sent DMs offer information, promotions, or a social experience Inject the brand into the conversation Measure the impact of traditional campaigns with Social Media Key Performance Indicators Each dashboard customized to reflect dictionaries relevant to industry View competitor metrics PeopleBrowsr – DataMine, Campaigns and Analytics Initiate follow request to potential influencers and followers based on self-published preferences, activities, social, and location data
  • 34. PeopleBrowsr Campaign Process
    • STATISTIC:
    • 15 Tb data
    • 18 months of history
    • 200,000 turks online at one time
    • STATISTIC:
    • 50-80% follow back
    • SCORECARD:
    • MIN New Followers: 8,000
    • MAX New Followers: 22,000
    • STATISTIC:
    • 40-50% click through
    PeopleBrowsr – DataMine, Campaigns and Analytics
  • 35. Filtering a high Velocity Stream 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. Risks: Stream includes spam, affiliates, and other non-relevant mentions. Velocity 10,000 Mentions/day PeopleBrowsr – DataMine, Campaigns and Analytics
  • 36. Filtering Process
    • Build a unique @name list from the extract
    • Build spam @names with PB spam alogorithm
    • Build affiliates list
    • Review Spam and Affiliate @names - reinsert false positives
    • Finalise Spam and Affiliate list
    • Wash spam and Affiliate list against the full stream to produce a non-Spam and Non-Affiliate cleaned Daily Stream
    PeopleBrowsr – DataMine, Campaigns and Analytics
  • 37. Custom Dashboards and Reporting PeopleBrowsr – DataMine, Campaigns and Analytics
  • 38. Social Media Metrics for ROI Audience Profile Monitor Engaged and Active Followers Optimal Time for Engagement Best Time for Engagement with Followers Geo Location of Followers CTR – 50% PeopleBrowsr – DataMine, Campaigns and Analytics
  • 39. Sneak Preview: T2 – Next Gen
    • Combine Search and Posting
    • Provide inline Content
    • Contextual Ads as a Post is created
    • HyperConnected
    • HyperLocal
    • Integrated with other Services
      • Yelp
      • Amazon
      • Open Table
    PeopleBrowsr – DataMine, Campaigns and Analytics
  • 40. T2 prototype PeopleBrowsr – DataMine, Campaigns and Analytics
  • 41. T2 prototype PeopleBrowsr – DataMine, Campaigns and Analytics
  • 42. Contact us… [email_address] PeopleBrowsr – DataMine, Campaigns and Analytics