The Collective Stream of
Consciousness and Industry
Disruption
A November 2010 Review
Jodee Rich CEO
PeopleBrowsr
2
HUMAN SOCIALISATION
Collective Consciousness and Industry Disruption – November 2010
Swinging through the trees..
3
HUMAN SOCIALISATION
Emerging from the jungle with Language
Collective Consciousness and Industry Disruption – November 2...
4
HUMAN SOCIALISATION
Thousands of years later we wrote it down
Collective Consciousness and Industry Disruption – Novembe...
5
HUMAN SOCIALISATION
PCs, the internet, cell phones have come
together to enable a vast distributed network of
human inte...
6
HUMAN SOCIALISATION
A Persistent Stream of Consciousness..
Collective Consciousness and Industry Disruption – November 2...
7
HUMAN SOCIALISATION
Established Industry, the Stream and the Cloud
Collective Consciousness and Industry Disruption – No...
8
HUMAN SOCIALISATION
Persistent Social Framework displaces Industry
Collective Consciousness and Industry Disruption – No...
9
YEARS TO REACH 50 MILLION SUBSCRIBERS
Radio 38 Years
TV 13 Years
Facebook 100 Million in less than 9 months
Source: Soci...
10
“That’s what social
networking is all
about: worshipping
at the Altar of Self.”
nothing more than an
exercise in unasha...
11
1 YEAR OF TWITTER TRAFFIC:
View chart and stats on analytic.ly
Now at 50 Million Tweets/day
Collective Consciousness an...
12
STREAM SIZE 2010: IT IS DAVID AND GOLIATH
Next to Facebook, the Twitter Stream is still small
Collective Consciousness ...
13
1 MILLION BRAND MENTIONS PER DAY
Collective Consciousness and Industry Disruption – November 2010
14
2010 OPENNESS
Little Twitter is dragging the others out of the cave and into the open
Collective Consciousness and Indu...
15
OPENNESS
Because it is open, the Twitter Stream will become the core transport layer for rich
MetaData and Cross Networ...
16
SOCIAL VECTORS
Collective Consciousness and Industry Disruption – November 2010
Persona
Breaking Trends
Sentiment
Influ...
17
PERSONA
Individual Profiling and Metadata Analysis
Collective Consciousness and Industry Disruption – November 2010
BIO...
18
BREAKING TRENDS
How to leverage live trends
Collective Consciousness and Industry Disruption – November 2010
Matching t...
19
SENTIMENT
How to transform positive and negative sentiment
into value
Collective Consciousness and Industry Disruption ...
20
INFLUENCE AND ENGAGEMENT
Influencer targeting to get in touch with opinion leaders
Collective Consciousness and Industr...
21
TRUST
How to find most relevant Tweets
Collective Consciousness and Industry Disruption – November 2010
Influence
Geo-L...
22
RELEVANCE
How to find most relevant Tweets and Users
Collective Consciousness and Industry Disruption – November 2010
M...
23
CONNECTEDNESS
Degrees of Separation to spot hub users
Collective Consciousness and Industry Disruption – November 2010
...
24
CASE STUDIES
Reaching Mommy
ABC Hotlist
Sony Pictures
Comcast Entertainment
eBay
Toyota Recall
Super Bowl Ads
UK Electi...
REACHING MOMMY - PERSONA
How to create hyper-filtered Categories from MetaData
Action Mommies
25Collective Consciousness a...
Action Mommies
Expecting or New Mommies
26
REACHING MOMMY - PERSONA
How to create hyper-filtered Categories from MetaData
...
Action Mommies
Expecting or New Mommies
Money Mommies
27
REACHING MOMMY - PERSONA
How to create hyper-filtered Categories ...
MOMMY BLOGGERS
What they say – Tweets Word Cloud
Thanking people
– especially for
RTs and
@Replies
28Collective Consciousn...
REACHING MOMMY - TRUST
From Mommy to Mommy…
Trusted Mommies
Trusted People in the area
Other Mommies
Followers & Friends
2...
REACHING
MOMMY
-CONNECTEDNES
S
Degrees of
Separation for
spotting connected
Mommys
30Collective Consciousness and Industry...
31
Goal:
Evaluate impact of Traditional Media on the
Social Media sphere
Build engaged audience
Solution: 180 day Historic...
32
Industry: Media Entertainment
Goals:
Promote a Network TV Premiere
Create online Buzz during the Event
Performance and ...
33
Seek an effective way to measure brand sentiment
accurately. The goal is to find a list of influencers
speaking in both...
34
TOYOTA RECALL SENTIMENT ANALYSIS
Overwhelming negative mainstream media
coverage and very little negative social media
...
We analyze 18 months of historical data and live streams in real time
We use a special algorithm and then have real people...
Analytics:
• Effect of Traditional Media on
Social Media
• Mechanical Turk to measure
accurate Sentiment
•Metrics to measu...
37
SUPER BOWL
Results:
• 103,158 Total Mentions
• Sampled 1000 Tweets from Every Brand and used
Mechanical Turk Human Sent...
38
SUPER BOWL
Collective Consciousness and Industry Disruption – November 2010
39
SUPER BOWL Correlation of Tweets and Ads
Collective Consciousness and Industry Disruption – November 2010
40
SUPER BOWL
By Volume
Mullen and Radian6
O’Reilly and PeopleBrowsrO’Reilly and PeopleBrowsr
By VolumeBy Positive
Collect...
Top Bands:
• Mgmt
• Vampire Weekend
• Passion Pit
• Anamanaguchi
• Animal Collective
• The Strokes
Researched 900 bands in...
42
INDUSTRY DISRUPTION Banking
Source:
http://www.nytimes.com/external/readwriteweb/2010/05/17/17readwritewe
b-twitter-for...
43
INDUSTRY DISRUPTION News
24 of the Top 25 Newspapers are in decline
Collective Consciousness and Industry Disruption – ...
44
INDUSTRY DISRUPTION News
24 of the Top 25 Newspapers are in decline
Air France Flight 447 Disaster Tweets appeared 6 ho...
45
INDUSTRY DISRUPTION Advertising
14% of the population Trust an Ad
78% Trust what their Friends say
Source: Socialnomics...
46
INDUSTRY DISRUPTION Web Search
Facebook has more traffic than Google
Source: Socialnomics09
Collective Consciousness an...
47
INDUSTRY DISRUPTION Web Search
Facebook has more traffic than Google
Social Media Search provides a better result than ...
48
Source:
http://www.briansolis.com/
INDUSTRY DISRUPTION Marketing and
Brand Management
Top 20 Brands on Twitter – April ...
49
Source: http://blogs.hbr.org/research/2010/05/why-
gallup-when-you-can-tweet.html
INDUSTRY DISRUPTION Polling
Why Poll ...
50
INDUSTRY DISRUPTION Entertainment
Collective Consciousness and Industry Disruption – November 2010
51
THE NEXT TWO YEARS
Its very early Days..
Collective Consciousness and Industry Disruption – November 2010
52
THE NEXT TWO YEARS
Its very early Days
“Google fears Facebook, Facebook fears Twitter,
Twitter fears 4square, 4square f...
53
SMS is the benchmark
Twitter, Facebook and the other
networks are still small, 150 Million
posts/day combined
SMS is ov...
54
Links published in Posts on an interesting topic will have
greater reach than links published in main stream News
>
DIS...
55
Mentions, RTs, …
Comments, Sharing,…
Profiles, Comments, …
Status Updates, Comments, …
Pictures, Comments, …
Connection...
56
TWEETS PER CAPITA
Source: PeopleBrowsr DataMine
A new SocioEconomic KPI
Collective Consciousness and Industry Disruptio...
57
THE NEXT TWO YEARS
The Conversation Stream becomes the Conversation Cloud
A real time
historical
record
Collective Cons...
58
THE NEXT TWO YEARS
The Conversation Cloud becomes the Rich Metadata Cloud
Social Media Stream
will become the core
back...
59
EXPERIMENTAL APPS
What can we build?
RESEARCH.LY
Contextual Search and Post
Artificial Intelligence - AI
Cloud powered ...
60
EXPERIMENTAL APPS AI
What can we build?
In the past the quest for
AI has been driven by
machine learning
projects.
They...
61
EXPERIMENTAL APPS AI
What can we build?
Artificial Intelligence
AI is now
Build a database of Questions
and Answers fro...
62
RESEARCH.LY
Instant Community around what interests you today
Collective Consciousness and Industry Disruption – Novemb...
63
RESEARCH.LY
Collective Consciousness and Industry Disruption – November 2010
64
RESEARCH.LY
Every search shows related and
connected data in the form of images,
videos, @names, #tags, RTs and URLs
Ea...
65
VAST DYNAMIC DATA STORES POWER
COLLECTIVE CONSCIOUSNESS
Collective Consciousness and Industry Disruption – November 2010
66
REFERENCES
This deck – http://bit.ly/analyticly
www.Analytic.ly
Socialnomics09
Social Media in Plain English
PeopleBrow...
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  • Has there been change
    The role of social networking
  • Jodee Rich - Effective Engagement through Analytics

    1. 1. The Collective Stream of Consciousness and Industry Disruption A November 2010 Review Jodee Rich CEO PeopleBrowsr
    2. 2. 2 HUMAN SOCIALISATION Collective Consciousness and Industry Disruption – November 2010 Swinging through the trees..
    3. 3. 3 HUMAN SOCIALISATION Emerging from the jungle with Language Collective Consciousness and Industry Disruption – November 2010
    4. 4. 4 HUMAN SOCIALISATION Thousands of years later we wrote it down Collective Consciousness and Industry Disruption – November 2010
    5. 5. 5 HUMAN SOCIALISATION PCs, the internet, cell phones have come together to enable a vast distributed network of human intelligence Collective Consciousness and Industry Disruption – November 2010
    6. 6. 6 HUMAN SOCIALISATION A Persistent Stream of Consciousness.. Collective Consciousness and Industry Disruption – November 2010
    7. 7. 7 HUMAN SOCIALISATION Established Industry, the Stream and the Cloud Collective Consciousness and Industry Disruption – November 2010
    8. 8. 8 HUMAN SOCIALISATION Persistent Social Framework displaces Industry Collective Consciousness and Industry Disruption – November 2010
    9. 9. 9 YEARS TO REACH 50 MILLION SUBSCRIBERS Radio 38 Years TV 13 Years Facebook 100 Million in less than 9 months Source: Socialnomics09 Collective Consciousness and Industry Disruption – November 2010
    10. 10. 10 “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… Collective Consciousness and Industry Disruption – November 2010
    11. 11. 11 1 YEAR OF TWITTER TRAFFIC: View chart and stats on analytic.ly Now at 50 Million Tweets/day Collective Consciousness and Industry Disruption – November 2010
    12. 12. 12 STREAM SIZE 2010: IT IS DAVID AND GOLIATH Next to Facebook, the Twitter Stream is still small Collective Consciousness and Industry Disruption – November 2010
    13. 13. 13 1 MILLION BRAND MENTIONS PER DAY Collective Consciousness and Industry Disruption – November 2010
    14. 14. 14 2010 OPENNESS Little Twitter is dragging the others out of the cave and into the open Collective Consciousness and Industry Disruption – November 2010
    15. 15. 15 OPENNESS Because it is open, the Twitter Stream will become the core transport layer for rich MetaData and Cross Network Links Collective Consciousness and Industry Disruption – November 2010
    16. 16. 16 SOCIAL VECTORS Collective Consciousness and Industry Disruption – November 2010 Persona Breaking Trends Sentiment Influence and Engagement Trust Relevance Connectedness – Degrees of Separation
    17. 17. 17 PERSONA Individual Profiling and Metadata Analysis Collective Consciousness and Industry Disruption – November 2010 BIO data Location Gender Interests Twitter Lists Advocates and Critics
    18. 18. 18 BREAKING TRENDS How to leverage live trends Collective Consciousness and Industry Disruption – November 2010 Matching themes Influencers buzz Audience word clouds Industry trends Competitors mentions Shared links
    19. 19. 19 SENTIMENT How to transform positive and negative sentiment into value Collective Consciousness and Industry Disruption – November 2010 Engage with users Manage unhappy customers Build VIP Advocates Identify critics Customers support
    20. 20. 20 INFLUENCE AND ENGAGEMENT Influencer targeting to get in touch with opinion leaders Collective Consciousness and Industry Disruption – November 2010 Followers and Following Relationships Points of engagement Klout Scores Advocates and Critics
    21. 21. 21 TRUST How to find most relevant Tweets Collective Consciousness and Industry Disruption – November 2010 Influence Geo-Locations Degrees of Separation Engagement Gender Metadata
    22. 22. 22 RELEVANCE How to find most relevant Tweets and Users Collective Consciousness and Industry Disruption – November 2010 Matching keywords in Tweets Matching Location Matching keywords in BIO Relationships Shared Links
    23. 23. 23 CONNECTEDNESS Degrees of Separation to spot hub users Collective Consciousness and Industry Disruption – November 2010 Number of connections Number of interactions Mutual Friends Relationships Shared Links
    24. 24. 24 CASE STUDIES Reaching Mommy ABC Hotlist Sony Pictures Comcast Entertainment eBay Toyota Recall Super Bowl Ads UK Elections Music Influencers in New York A Slide Deck Collective Consciousness and Industry Disruption – November 2010
    25. 25. REACHING MOMMY - PERSONA How to create hyper-filtered Categories from MetaData Action Mommies 25Collective Consciousness and Industry Disruption – November 2010
    26. 26. Action Mommies Expecting or New Mommies 26 REACHING MOMMY - PERSONA How to create hyper-filtered Categories from MetaData Collective Consciousness and Industry Disruption – November 2010
    27. 27. Action Mommies Expecting or New Mommies Money Mommies 27 REACHING MOMMY - PERSONA How to create hyper-filtered Categories from MetaData Collective Consciousness and Industry Disruption – November 2010
    28. 28. MOMMY BLOGGERS What they say – Tweets Word Cloud Thanking people – especially for RTs and @Replies 28Collective Consciousness and Industry Disruption – November 2010
    29. 29. REACHING MOMMY - TRUST From Mommy to Mommy… Trusted Mommies Trusted People in the area Other Mommies Followers & Friends 29Collective Consciousness and Industry Disruption – November 2010
    30. 30. REACHING MOMMY -CONNECTEDNES S Degrees of Separation for spotting connected Mommys 30Collective Consciousness and Industry Disruption – November 2010
    31. 31. 31 Goal: Evaluate impact of Traditional Media on the Social Media sphere Build engaged audience Solution: 180 day Historical Analysis of Posts overlay on TV Ad spend and other channels Performance and Results Identified type of ads that produce the best audience response 50% fluctuation on engagement based on time of message release Collective Consciousness and Industry Disruption – November 2010
    32. 32. 32 Industry: Media Entertainment Goals: Promote a Network TV Premiere Create online Buzz during the Event Performance and Results Number 1 Twitter Trending Topic during Premiere Over 17,000 mentions of the #Hashtag during the week of the Premiere Collective Consciousness and Industry Disruption – November 2010
    33. 33. 33 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 Velocity 10,000 Mentions/day filtered to 180 Meaningful comments Collective Consciousness and Industry Disruption – November 2010
    34. 34. 34 TOYOTA RECALL SENTIMENT ANALYSIS Overwhelming negative mainstream media coverage and very little negative social media comment Collective Consciousness and Industry Disruption – November 2010
    35. 35. 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 35 US AIRLINE INDUSTRY STUDY JUNE 2009 Collective Consciousness and Industry Disruption – November 2010
    36. 36. 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 36 SUPER BOWL Collective Consciousness and Industry Disruption – November 2010
    37. 37. 37 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 Collective Consciousness and Industry Disruption – November 2010
    38. 38. 38 SUPER BOWL Collective Consciousness and Industry Disruption – November 2010
    39. 39. 39 SUPER BOWL Correlation of Tweets and Ads Collective Consciousness and Industry Disruption – November 2010
    40. 40. 40 SUPER BOWL By Volume Mullen and Radian6 O’Reilly and PeopleBrowsrO’Reilly and PeopleBrowsr By VolumeBy Positive Collective Consciousness and Industry Disruption – November 2010
    41. 41. Top Bands: • Mgmt • Vampire Weekend • Passion Pit • Anamanaguchi • Animal Collective • The Strokes Researched 900 bands in NY Extracted mentions of each in the last 6 months Selected most mentioned 41 NEW YORK MUSIC INDUSTRY Top Music Influencers: • @Jimmyfallon • @Nytimes • @TheOnion • @johnlegend • @maddow • @InStyle Influencers – extracted biggest music labels/accounts followers + everyone in NY on Twitter directory + NY users under music/venues Twitter lists Collective Consciousness and Industry Disruption – November 2010
    42. 42. 42 INDUSTRY DISRUPTION Banking Source: http://www.nytimes.com/external/readwriteweb/2010/05/17/17readwritewe b-twitter-forefather-leaves-aims-to-disrupt-b-89770.html Collective Consciousness and Industry Disruption – November 2010
    43. 43. 43 INDUSTRY DISRUPTION News 24 of the Top 25 Newspapers are in decline Collective Consciousness and Industry Disruption – November 2010
    44. 44. 44 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 Collective Consciousness and Industry Disruption – November 2010
    45. 45. 45 INDUSTRY DISRUPTION Advertising 14% of the population Trust an Ad 78% Trust what their Friends say Source: Socialnomics09 Collective Consciousness and Industry Disruption – November 2010
    46. 46. 46 INDUSTRY DISRUPTION Web Search Facebook has more traffic than Google Source: Socialnomics09 Collective Consciousness and Industry Disruption – November 2010
    47. 47. 47 INDUSTRY DISRUPTION Web Search Facebook has more traffic than Google Social Media Search provides a better result than Google for links and recommendations Collective Consciousness and Industry Disruption – November 2010
    48. 48. 48 Source: http://www.briansolis.com/ INDUSTRY DISRUPTION Marketing and Brand Management Top 20 Brands on Twitter – April 2010 Collective Consciousness and Industry Disruption – November 2010
    49. 49. 49 Source: http://blogs.hbr.org/research/2010/05/why- gallup-when-you-can-tweet.html INDUSTRY DISRUPTION Polling Why Poll when you can extract? Collective Consciousness and Industry Disruption – November 2010
    50. 50. 50 INDUSTRY DISRUPTION Entertainment Collective Consciousness and Industry Disruption – November 2010
    51. 51. 51 THE NEXT TWO YEARS Its very early Days.. Collective Consciousness and Industry Disruption – November 2010
    52. 52. 52 THE NEXT TWO YEARS Its very early Days “Google fears Facebook, Facebook fears Twitter, Twitter fears 4square, 4square fears two men in a garage” Collective Consciousness and Industry Disruption – November 2010
    53. 53. 53 SMS is the benchmark Twitter, Facebook and the other networks are still small, 150 Million posts/day combined SMS is over 7 Billion/day SCALE Collective Consciousness and Industry Disruption – November 2010
    54. 54. 54 Links published in Posts on an interesting topic will have greater reach than links published in main stream News > DISTRIBUTION Collective Consciousness and Industry Disruption – November 2010
    55. 55. 55 Mentions, RTs, … Comments, Sharing,… Profiles, Comments, … Status Updates, Comments, … Pictures, Comments, … Connections, Comments Blogs Mentions, … Fan Pages SMS CROSS PLATFORM INTEGRATION Collective Consciousness and Industry Disruption – November 2010
    56. 56. 56 TWEETS PER CAPITA Source: PeopleBrowsr DataMine A new SocioEconomic KPI Collective Consciousness and Industry Disruption – November 2010
    57. 57. 57 THE NEXT TWO YEARS The Conversation Stream becomes the Conversation Cloud A real time historical record Collective Consciousness and Industry Disruption – November 2010
    58. 58. 58 THE NEXT TWO YEARS The Conversation Cloud becomes the Rich Metadata Cloud Social Media Stream will become the core backbone for people data Collective Consciousness and Industry Disruption – November 2010
    59. 59. 59 EXPERIMENTAL APPS What can we build? RESEARCH.LY Contextual Search and Post Artificial Intelligence - AI Cloud powered Q and A Collective Consciousness and Industry Disruption – November 2010
    60. 60. 60 EXPERIMENTAL APPS AI What can we build? In the past the quest for AI has been driven by machine learning projects. They have been Training and CPU intensive Collective Consciousness and Industry Disruption – November 2010
    61. 61. 61 EXPERIMENTAL APPS AI What can we build? Artificial Intelligence AI is now Build a database of Questions and Answers from the Twitterverse Crowdsource Questions without Answers – Crowdflower Devote CPU cycles to contextual analysis and NLP Artificial Intelligence AI was about machine learning or CPU cycles For the first time we have a vast open database of Questions and Answers Lets turn the problem upside down.. Collective Consciousness and Industry Disruption – November 2010
    62. 62. 62 RESEARCH.LY Instant Community around what interests you today Collective Consciousness and Industry Disruption – November 2010
    63. 63. 63 RESEARCH.LY Collective Consciousness and Industry Disruption – November 2010
    64. 64. 64 RESEARCH.LY Every search shows related and connected data in the form of images, videos, @names, #tags, RTs 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 Collective Consciousness and Industry Disruption – November 2010
    65. 65. 65 VAST DYNAMIC DATA STORES POWER COLLECTIVE CONSCIOUSNESS Collective Consciousness and Industry Disruption – November 2010
    66. 66. 66 REFERENCES This deck – http://bit.ly/analyticly www.Analytic.ly Socialnomics09 Social Media in Plain English PeopleBrowsr Super Bowl Study PeopleBrowsr Top 20 Brands Study http://www.slideshare.net/peoplebrows r/the-twitter-metadata-revolution-and- collective-consciousness http://www.nytimes.com/external/read writeweb/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/rep ort-top-20-brands-on-twitter-april-2010/ Collective Consciousness and Industry Disruption – November 2010

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