More Related Content More from Ruud Janssen, DES, CMM (20) 20120627 Workings of New Media by TNOC Ruud Janssen for European Society for Radiology ESR 1. HUMAN SOCIALISATION
&
the role of
Social Media
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
2. ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
3. HUMAN SOCIALISATION
Swinging through the trees..
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
4. HUMAN SOCIALISATION
Emerging from the jungle with Language
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
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5. HUMAN SOCIALISATION
Thousands of years later we wrote it down
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
7. HUMAN SOCIALISATION
A Persistent Stream of Consciousness..
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
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8. HUMAN SOCIALISATION
Established Industry, the Stream and the Cloud
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
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9. HUMAN SOCIALISATION
Persistent Social Framework displaces Industry
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
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10. HUMAN SOCIALISATION
Government Intervention
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
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11. HUMAN SOCIALISATION
Stream Dries up…
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
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12. HUMAN SOCIALISATION
OR Industry adapts..
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
15. no longer a fad..
It is a fundamental way
we communicate
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
16. 1 YEAR OF TWITTER TRAFFIC:
Now at 50 Million Tweets/day
View chart and stats on analytic.ly
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
17. STREAM SIZE 2012: IT IS DAVID AND GOLIATH
Next to Facebook, the Twitter Stream is still small
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
18. 1 MILLION BRAND MENTIONS PER DAY
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
19. OPENNESS
Little Twitter is dragging the others out of the cave and into the open
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
21. 1% Gold
100% Real
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
22. SOCIAL VECTORS
Persona
Breaking Trends
Sentiment
Influence and Engagement
Trust
Relevance
Connectedness – Degrees of Separation
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
23. PERSONA
Individual Profiling and Metadata Analysis
BIO data
Location
Gender
Interests
Twitter Lists
Advocates and Critics
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
27. TRUST
How to find most relevant Tweets
Influence
Geo-Locations
Degrees of Separation
Engagement
Gender
Metadata
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
31. INDUSTRY DISRUPTION News
24 of the Top 25 Newspapers are in decline
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
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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 | @ruudwjanssen
Wednesday, 27 June 12
33. INDUSTRY DISRUPTION Advertising
14% of the population Trust an Ad
78% Trust what their Friends say
Source: Socialnomics09
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
34. INDUSTRY DISRUPTION Web Search
Facebook has more traffic than Google
Source: Socialnomics09
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
38. INDUSTRY DISRUPTION Entertainment
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
39. THE NEXT TWO YEARS
Its still early Days..
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
44. TWEETS PER CAPITA A new SocioEconomic KPI
Source: PeopleBrowsr DataMine
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
45. THE NEXT TWO YEARS
The Conversation Stream becomes the Conversation Cloud
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
47. EXPERIMENTAL APPS
What can be built?
Contextual Search and Post Cloud powered Q and A
©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12
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 | @ruudwjanssen
Wednesday, 27 June 12