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PeopleBrowsr The Business of Social Business -  Andrew Grill
 

PeopleBrowsr The Business of Social Business - Andrew Grill

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Presentation delivered at the Media140 "business of social business" event on 27th September 2011 in London

Presentation delivered at the Media140 "business of social business" event on 27th September 2011 in London

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    PeopleBrowsr The Business of Social Business -  Andrew Grill PeopleBrowsr The Business of Social Business - Andrew Grill Presentation Transcript

    • PeopleBrowsr The Business of Social Business
      @AndrewGrill
      CEO PeopleBrowsr UK
    • 3
      Social Media Strategy
      LISTEN ENGAGE INFLUENCE
    • 4
      Social Media Stats
      10,000 posts/second
      Over 10 Billion Conversations- 1% Gold 100% Real
      Millions of Small related Networks
    • 5
      BIG PICTURE
      Human Socialization
      Swinging through the trees…
    • 6
      BIG PICTURE
      Emerging from the jungle with Language…
    • 7
      BIG PICTURE
      Thousands of years later we wrote it down…
    • 8
      BIG PICTURE
      PCs, the internet, mobile phones, GPS have come together to enable a vast distributed data network of collective memory
    • 9
      BIG PICTURE
      A collective stream of intelligence…
    • 10
      Little Brother
      Connected Little Brothers will be a higher intelligence than Big Brother
    • 11
      Little Brother
    • 12
      An Inverted Orwellian Revolution
      Little Brother has access tovast amounts of data
    • 13
      Human Connectedness
      Viral Streams will add light fiber power to the Collective Intelligence
      Small Networks close networks will be more powerful than individual Influencers
    • 14
      Evolution of Influence
      2009 number of Followers
      2010 Followers and Engagement (RTs, @Replies)
      2011 most number of Friends talking about the topic
    • 15
      Huffington Post Influence
    • 16
      Huffington Post Influence
    • 17
      Cartoon Deck – Viral Influence
      http://bit.ly/hFltVp
    • 18
      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
    • 19
      CASE STUDIES
      TV Analytics
      Social TV Analytics will eventually replace Nielsen as the primary data used by Media Buyers….
      Here’s Why…
    • 20
      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
    • 21
      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
    • 22
      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 ….
    • 23
      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 …
    • 24
      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 …
    • 25
      CASE STUDIES
      Data Size
      Total number of TV Show mentions since January 2011
      30 Million
    • 26
      Data Size
      Number of people in each Community
    • 27
      CASE STUDIES
      TV Shows Analytics
      TV Show: 60 Minutes
    • 28
      CASE STUDIES
      TV Shows Analytics
      Communities: Under 18
    • 29
      Kred
      Influence and Outreach
      Transparent Activity Statement
      Community Based
      Group Kred
      Outreach Meter
      Fresh Content
      Advisory Function
      Detailed Analysis
    • 30
      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.
    • 31
      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.
    • 32
      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.
    • 33
      Kredentials for every @name
    • 34
      Swinging through the trees…Language evolved
      Little Brother will carry the next level of Human Evolution – Influencers and Authorities independent of Institutions
    • @AndrewGrilll
      andrewgrill@peoplebrowsr.com
      http://lc.tl/sbs