HUMAN SOCIALISATION                                              &                                the role of             ...
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
HUMAN SOCIALISATION       Swinging through the trees..                        ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjan...
HUMAN SOCIALISATION       Emerging from the jungle with Language                        ©2012 | TNOC | Ruud Janssen, CMM |...
HUMAN SOCIALISATION        Thousands of years later we wrote it down                        ©2012 | TNOC | Ruud Janssen, C...
HUMAN SOCIALISATION        PCs, the internet, cell phones have come        together to enable a vast distributed network o...
HUMAN SOCIALISATION        A Persistent Stream of Consciousness..                        ©2012 | TNOC | Ruud Janssen, CMM ...
HUMAN SOCIALISATION        Established Industry, the Stream and the Cloud                        ©2012 | TNOC | Ruud Janss...
HUMAN SOCIALISATION        Persistent Social Framework displaces Industry                        ©2012 | TNOC | Ruud Janss...
HUMAN SOCIALISATION        Government Intervention                        ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen...
HUMAN SOCIALISATION        Stream Dries up…                        ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesd...
HUMAN SOCIALISATION        OR Industry adapts..                        ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWed...
YEARS TO REACH 50 MILLION SUBSCRIBERS                Radio 38 Years                TV 13 Years                Facebook 100...
no longer a fad..         It is a fundamental way                                    we communicate                       ...
1 YEAR OF TWITTER TRAFFIC:                                     Now at 50 Million Tweets/day                               ...
OPENNESS        Little Twitter is dragging the others out of the cave and into the open                           ©2012 | ...
OPENNESS        Because it is open, the Twitter Stream will become the core        transport layer for rich MetaData and C...
1% Gold                            100% Real                        ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednes...
SOCIAL VECTORS               Persona               Breaking Trends               Sentiment               Influence and Eng...
PERSONA        Individual Profiling and Metadata Analysis               BIO data               Location               Gend...
BREAKING TRENDS        How to leverage live trends               Matching themes               Influencers buzz           ...
SENTIMENT        How to transform positive and negative sentiment        into value               Engage with users       ...
INFLUENCE AND ENGAGEMENT        Influencer targeting to get in touch with opinion leaders               Followers and Foll...
TRUST        How to find most relevant Tweets               Influence               Geo-Locations               Degrees of...
RELEVANCE        How to find most relevant Tweets and Users               Matching keywords in Tweets               Matchi...
CONNECTEDNESS        Degrees of Separation to spot hub users               Number of connections               Number of i...
OBJECTIVE:      Seek an effective way to measure brand sentiment accurately.      METRIC:      The goal is to find a list ...
INDUSTRY DISRUPTION                             News         24 of the Top 25 Newspapers are in decline                   ...
INDUSTRY DISRUPTION                             News         24 of the Top 25 Newspapers are in decline         Air France...
INDUSTRY DISRUPTION                             Advertising         14% of the population Trust an Ad         78% Trust wh...
INDUSTRY DISRUPTION                             Web Search        Facebook has more traffic than Google                   ...
INDUSTRY DISRUPTION                             Web Search        Facebook has more traffic than Google        Social Medi...
INDUSTRY DISRUPTION                             Marketing and                                                        Brand...
INDUSTRY DISRUPTION                              Polling                                                         Why Poll ...
INDUSTRY DISRUPTION                             Entertainment                        ©2012 | TNOC | Ruud Janssen, CMM | @r...
THE NEXT TWO YEARS         Its still early Days..                        ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenW...
THE NEXT TWO YEARS       Its very early Days       “Google fears Facebook, Facebook fears Twitter,       Twitter fears 4sq...
SCALE        SMS is the benchmark                           SMS is over 7 Billion/day        Twitter, Facebook and the oth...
DISTRIBUTION        Links published in Posts on an interesting topic will have        greater reach than links published i...
CROSS PLATFORM INTEGRATION                                 Mentions, RTs, …          Blogs Mentions, …                    ...
TWEETS PER CAPITA                           A new SocioEconomic KPI                                                       ...
THE NEXT TWO YEARS        The Conversation Stream becomes the Conversation Cloud                        ©2012 | TNOC | Ruu...
THE NEXT TWO YEARS       The Conversation Cloud becomes the Rich Metadata Cloud        Social Media Stream        will bec...
EXPERIMENTAL APPS        What can be built?       Contextual Search and Post                                 Cloud powered...
Dashboard & Analytics                        ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
Dashboard & Analytics                                         Every search shows                                         r...
COLLECTIVE CONTRIBUTOR CONSCIOUSNESS                        ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 ...
REFERENCES        This deck inspired by–        www.tnoc.ch                               http://www.slideshare.net/people...
20120627 Workings of New Media by TNOC Ruud Janssen for European Society for Radiology ESR
20120627 Workings of New Media by TNOC Ruud Janssen for European Society for Radiology ESR
20120627 Workings of New Media by TNOC Ruud Janssen for European Society for Radiology ESR
20120627 Workings of New Media by TNOC Ruud Janssen for European Society for Radiology ESR
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20120627 Workings of New Media by TNOC Ruud Janssen for European Society for Radiology ESR

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Social Media for the European Society for Radiology, a proposed next step in building a robust community. Facilitation by Ruud Janssen, CMM, Managing Director TNOC www.TNOC.org

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20120627 Workings of New Media by TNOC Ruud Janssen for European Society for Radiology ESR

  1. 1. HUMAN SOCIALISATION & the role of Social Media ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  2. 2. ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  3. 3. HUMAN SOCIALISATION Swinging through the trees.. ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  4. 4. HUMAN SOCIALISATION Emerging from the jungle with Language ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  5. 5. HUMAN SOCIALISATION Thousands of years later we wrote it down ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  6. 6. HUMAN SOCIALISATION PCs, the internet, cell phones have come together to enable a vast distributed network of human intelligence ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  7. 7. HUMAN SOCIALISATION A Persistent Stream of Consciousness.. ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  8. 8. HUMAN SOCIALISATION Established Industry, the Stream and the Cloud ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  9. 9. HUMAN SOCIALISATION Persistent Social Framework displaces Industry ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  10. 10. HUMAN SOCIALISATION Government Intervention ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  11. 11. HUMAN SOCIALISATION Stream Dries up… ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  12. 12. HUMAN SOCIALISATION OR Industry adapts.. ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  13. 13. YEARS TO REACH 50 MILLION SUBSCRIBERS Radio 38 Years TV 13 Years Facebook 100 Million in less than 9 months Source: Socialnomics09 ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  14. 14. PERCEPTION FOUR YEARS AGO… “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 ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  15. 15. no longer a fad.. It is a fundamental way we communicate ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  16. 16. 1 YEAR OF TWITTER TRAFFIC: Now at 50 Million Tweets/day View chart and stats on analytic.ly ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  17. 17. STREAM SIZE 2012: IT IS DAVID AND GOLIATH Next to Facebook, the Twitter Stream is still small ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  18. 18. 1 MILLION BRAND MENTIONS PER DAY ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  19. 19. OPENNESS Little Twitter is dragging the others out of the cave and into the open ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  20. 20. OPENNESS Because it is open, the Twitter Stream will become the core transport layer for rich MetaData and Cross Network Links ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  21. 21. 1% Gold 100% Real ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  22. 22. SOCIAL VECTORS Persona Breaking Trends Sentiment Influence and Engagement Trust Relevance Connectedness – Degrees of Separation ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  23. 23. PERSONA Individual Profiling and Metadata Analysis BIO data Location Gender Interests Twitter Lists Advocates and Critics ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  24. 24. BREAKING TRENDS How to leverage live trends Matching themes Influencers buzz Audience word clouds Industry trends Competitors mentions Shared links ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  25. 25. SENTIMENT How to transform positive and negative sentiment into value Engage with users Manage unhappy customers Build VIP Advocates Identify critics Customers support ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  26. 26. INFLUENCE AND ENGAGEMENT Influencer targeting to get in touch with opinion leaders Followers and Following Relationships Points of engagement Klout Scores Advocates and Critics ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  27. 27. TRUST How to find most relevant Tweets Influence Geo-Locations Degrees of Separation Engagement Gender Metadata ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  28. 28. RELEVANCE How to find most relevant Tweets and Users Matching keywords in Tweets Matching Location Matching keywords in BIO Relationships Shared Links ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  29. 29. CONNECTEDNESS Degrees of Separation to spot hub users Number of connections Number of interactions Mutual Friends Relationships Shared Links ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  30. 30. OBJECTIVE: Seek an effective way to measure brand sentiment accurately. METRIC: The goal is to find a list of influencers speaking in both positive and negative terms and engage. Velocity ACTION: 10,000 Call center to respond to negative sentiment everyday Mentions/day filtered to 180 Meaningful comments ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  31. 31. INDUSTRY DISRUPTION News 24 of the Top 25 Newspapers are in decline ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen 47Wednesday, 27 June 12
  32. 32. INDUSTRY DISRUPTION News 24 of the Top 25 Newspapers are in decline Air France Flight 447 Disaster Tweets appeared 6 hours before Search Google Results ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  33. 33. INDUSTRY DISRUPTION Advertising 14% of the population Trust an Ad 78% Trust what their Friends say Source: Socialnomics09 ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  34. 34. INDUSTRY DISRUPTION Web Search Facebook has more traffic than Google Source: Socialnomics09 ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  35. 35. INDUSTRY DISRUPTION Web Search Facebook has more traffic than Google Social Media Search provides a better result than Google for links and recommendations ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  36. 36. INDUSTRY DISRUPTION Marketing and Brand Management Top 20 Brands on Twitter – April 2010 Source: http:// www.briansolis.com/ 2010/05/report- top-20-brands-on- twitter-april-2010/ ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  37. 37. INDUSTRY DISRUPTION Polling Why Poll when you can extract? Source: http://blogs.hbr.org/research/2010/05/why- gallup-when-you-can-tweet.html ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  38. 38. INDUSTRY DISRUPTION Entertainment ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  39. 39. THE NEXT TWO YEARS Its still early Days.. ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  40. 40. THE NEXT TWO YEARS Its very early Days “Google fears Facebook, Facebook fears Twitter, Twitter fears 4square, 4square fears two men in a garage” ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  41. 41. SCALE SMS is the benchmark SMS is over 7 Billion/day Twitter, Facebook and the other networks are still small, 150 Million posts/day combined ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  42. 42. DISTRIBUTION Links published in Posts on an interesting topic will have greater reach than links published in main stream News > ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  43. 43. CROSS PLATFORM INTEGRATION Mentions, RTs, … Blogs Mentions, … Pictures, Comments, … Profiles, Comments, … Connections, Comments Fan Pages Comments, Sharing,… Status Updates, Comments, … ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  44. 44. TWEETS PER CAPITA A new SocioEconomic KPI Source: PeopleBrowsr DataMine ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  45. 45. THE NEXT TWO YEARS The Conversation Stream becomes the Conversation Cloud ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  46. 46. THE NEXT TWO YEARS The Conversation Cloud becomes the Rich Metadata Cloud Social Media Stream will become the core backbone for people data ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  47. 47. EXPERIMENTAL APPS What can be built? Contextual Search and Post Cloud powered Q and A ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  48. 48. EXPERIMENTAL APPS ARTIFICIAL INTELLIGENCE What can be built? Artificial Intelligence was Artificial Intelligence = now Build a database of Questions and Answers from the about machine learning or CPU cycles Twitterverse For the first time we have a vast open database of Questions and Answers Crowdsource Questions without Answers – Lets turn the problem upside down.. Crowdflower Devote CPU cycles to contextual analysis and NLP ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  49. 49. Dashboard & Analytics ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  50. 50. Dashboard & Analytics Every search shows related and connected data in the form of images, videos, @names, #tags, RTs and URLs ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  51. 51. COLLECTIVE CONTRIBUTOR CONSCIOUSNESS ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  52. 52. REFERENCES This deck inspired by– www.tnoc.ch http://www.slideshare.net/peoplebrowsr/the- twitter-metadata-revolution-and-collective- www.myESR.org consciousness Socialnomics09 http://www.nytimes.com/external/readwriteweb/ 2010/05/17/17readwriteweb-twitter-forefather- Social Media in Plain English leaves-aims-to-disrupt-b-89770.html PeopleBrowsr Top 20 Brands Study 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/ ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12

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