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Social Media Intro for Business
     Intelligence Professionals




www.ThirdNature.net   Mark R. Madsen   Slide 1
Social Media Intro for Business
Intelligence Professionals
May, 2009
Mark R. Madsen
www.ThirdNature.net
Social Media
Wikipedia on social
media (naturally):

“…activities that
integrate technology,
telecommunications
and social interaction
, and the construction
of words, pictures,
videos and audio.”

How about “people
conversing online”
instead?
Mixed Up Terminology
 Social software – software designed for
 collaboration & sharing, i.e. the umbrella term
 Social networks – social platforms, not “about”
 anything other than the social network
 Social sites / applications –the primary interaction
 is around a topic, function or object; it’s “about”
 something, unlike social networks
 Social media – a subtype of social site /
 application built around published media of some
 type; blogs, video, music, games, virtual worlds

www.ThirdNature.net      Mark R. Madsen            Slide 5
Many Social Features and Tools
    Blogs
    Wikis
    Microblogging
    SMS
    Chat
    Widgets
    Social networks
    Social bookmarks
    Collective tagging
    Message Boards
    Podcasts
    Video sharing
    Photo sharing
    Comments
    Ratings
    RSS

www.ThirdNature.net      Mark R. Madsen   Slide 6
Online Community Types
 Lightweight social processes
      • Very low barrier to social involvement
                 Digg, Last.fm, Amazon, Twitter
 Collaborative information structures
      • The core product is generated or enhanced by
        social components
                 Flickr, YouTube, Threadless, Etsy
 High end collaboration
      • Extensive involvement and collaboration required
                 Wikipedia, any-other-pedia, CouchSurfing, open source
                 projects

www.ThirdNature.net                    Mark R. Madsen               Slide 7
Lightweight Example: Twitter




www.ThirdNature.net   Mark R. Madsen   Slide 8
Collaborative Example: Threadless




www.ThirdNature.net   Mark R. Madsen   Slide 9
High End Example: Lostpedia




www.ThirdNature.net   Mark R. Madsen   Slide 10
Social Networks




www.ThirdNature.net   Mark R. Madsen   Slide 11
Social Network Evolution




                                       Source: FaberNovel Consulting

www.ThirdNature.net   Mark R. Madsen                                   Slide 12
Social Network Participants



           Creators

           Synthesizers

           Consumers



           Inactives


www.ThirdNature.net       Mark R. Madsen   Slide 13
Why should you care?
Follow the money
www.ThirdNature.net   Mark R. Madsen          Slide 15
Follow the Eyeballs




www.ThirdNature.net      Mark R. Madsen   Slide 16
There are 1.4 billion internet users




www.ThirdNature.net         Mark R. Madsen         Slide 17
45% have blogged



www.ThirdNature.net    Mark R. Madsen   Slide 18
80% have watched online video


   >100 million
   videos viewed
   (per day)


www.ThirdNature.net               Mark R. Madsen      Slide 19
60% joined a social network
www.ThirdNature.net   Mark R. Madsen   Slide 20
…Where They Are Talking About You
  Tell someone about a product/service by messenger

          Tell someone about a product/service by email
          Comment on a product/service review on a blog/
                           weblog
                Write a review of a seller on an auction site

        Recommend a product/ service on blog/ weblog
    Write review of product/service on ecommerce/retail
                            site
                Comment on product/ service review on
                         ecommerce/retail site
        Post opinion on social network personal profile

 Write a review of a product/service on yr blog/weblog

Create product wish/ favs list on ecommerce/retail site

              Post a video clip featuring a product/service

                                                                0      5   10   15   20   25   30    35   40   45      50
                                                                                     Monthly Reach

“In the age of social media, what people say about your company or
its products can and will become very public, very quickly. My job is
about engaging in a constructive dialogue with customers, in creating
active conversation streams.” – Lionel Menchaca, chief blogger, Dell
www.ThirdNature.net                                       Mark R. Madsen                                            Slide 21
They Don’t Listen to You




      >90% of people
      who can ad-skip
      do ad-skip


www.ThirdNature.net     Mark R. Madsen   Slide 22
They Don’t Trust You




www.ThirdNature.net   Mark R. Madsen   Slide 23
They Trust Each Other, Even Strangers




www.ThirdNature.net   Mark R. Madsen    Slide 24
Business Implications
Social Software Affects Buying Behavior




www.ThirdNature.net   Mark R. Madsen       Slide 26
Marketing and Sales Are Most Affected




www.ThirdNature.net   Mark R. Madsen    Slide 27
Some Unpleasant Marketing Facts
Marketers don’t have confidence in their ability to
manage their budget to meet objectives:
 • Only 25% of marketers said senior management is
   confident or very confident in forecasts of marketing
   impact on sales
 • Only 15% of marketers agreed or agreed completely
   that they could forecast the impact of a 10% budget cut




www.ThirdNature.net        Mark R. Madsen                  Slide 28
Bad News if You Want to Buy Advertising

 Number of prime-time 60 second
 TV commercials required to reach
 80% of 18-49 year-olds
      • In 1965: 3
      • In 2002: 117


 People with DVRs watch 12%
 more TV ☺
 Yet 90% of them skip the ads


www.ThirdNature.net    Mark R. Madsen     Slide 29
The obvious solution hasn’t worked very well.
One-to-One marketing concepts fared little better.
TV vs. Net, the Net is Winning




www.ThirdNature.net   Mark R. Madsen   Slide 32
Marketing Spend is Shifting in Response




www.ThirdNature.net   Mark R. Madsen       Slide 33
It’s a Multi-Channel World Now
                                       Each of these new
                                       channels has
                                       measurement
                                       data coming from
                                       different sources,
                                       often external and
                                       out of your control.




www.ThirdNature.net   Mark R. Madsen                    Slide 34
Marketing Has Relatively Few Outcome Metrics

 1. Input: measures the upfront part of a process like cost
          • how much you spent on a TV spot during the super bowl
 2. Delivery: measures the process but not the effect
          • reach of that super bowl ad
 3. Outcome: measures the results
          • lift from the super bowl ad
        Harder things to measure: consumer sentiment, brand
        awareness, brand strength, brand equity

                            1                        2   3
                                                              ?
www.ThirdNature.net                 Mark R. Madsen             Slide 35
Multichannel Challenges
 You can calculate the same core metrics for the online
 channel as for direct marketing or advertising.
 The hard part is knowing what to do with which channel.
 e.g. same cost, same reach:
          • Which is more effective?
          • For which customer segments?
          • Do they reinforce?
                                               2   3
                         1                             ?
                                                       ?
www.ThirdNature.net               Mark R. Madsen           Slide 36
Metric Development

 Developing online marketing metrics is beyond
 the scope of this class. A few pointers:
      • You will need input and delivery metrics for
        comparison, but should focus on outcome.
      • Develop delivery and outcome metrics that allow
        you to test and refine campaigns while they occur.
      • Try to attribute activity wherever possible
      • Link metrics to both objectives and tasks/functions




www.ThirdNature.net           Mark R. Madsen             Slide 37
Forrester Metrics Example




www.ThirdNature.net   Mark R. Madsen   Slide 38
Sample Online Marketing Metrics
Sales development:                                         Behavior
cost per unqualified lead, qualified lead, sales           Desired actions, Response to offers
opportunity, revenue, margin, new customers                Interactions, Feedback
                                                           Transactions,
Effectiveness / efficiency:
Reach, Frequency, GRP (just like the old                   Sentiment
models) on a per channel basis
                                                           Sentiment and trends
# of unique visitors, Visit frequency
                                                           Similar PR metrics, e.g. favorable/unfavorable
Time on site, Registrations                                mentions
open rate, click rate, bounce rate
                                                           Influence
Loyalty:                                                   Inbound links related to a profile or user
time on site relative to benchmarks other sites            Ratio of links/clicks vs. all users
repeat business / visits, % returning                      Timing of links/clicks, Connections
customer loyalty survey data
                                                           Engagement
If you have widgets or applications::                      an activity measure of users / total users
Downloads, Installations                                   Virality - % growth of message or advert
Activations, Embeds
Frequency of use



www.ThirdNature.net                                Mark R. Madsen                                       Slide 39
Online Marketing Case: Will It Blend?
 Measurements:
   • >2M views on YouTube
   • Google page 1 for “blend”
   • pagerank raised to 6
   • 55,000 inbound links
   • 83,000 channel
     subscribers
   • > 500 Facebook groups
   • 5 Digg front page stories
   • TV news mentions
   • Newspaper mentions

www.ThirdNature.net              Mark R. Madsen   Slide 40
The Online Channel Has Advantages
The online channel can provide realtime feedback
where old channels sometimes have a data lag of
months.


Messages and offers can
be tested while a campaign
is running, rather than
between campaigns.
This requires that you
collect the data to manage
the process.
www.ThirdNature.net    Mark R. Madsen         Slide 41
About the Presenter
                      Mark Madsen is president of Third
                      Nature, a technology research and
                      consulting firm focused on business
                      intelligence, data integration and
                      data management. Mark is an
                      award-winning author, architect and
                      CTO whose work has been featured
                      in numerous industry publications.
                      Over the past ten years Mark
                      received awards for his work from
                      the American Productivity & Quality
                      Center, TDWI, and the Smithsonian
                      Institute. He is an international
                      speaker, a contributing editor at
                      Intelligent Enterprise, and manages
                      the open source channel at the
                      Business Intelligence Network. For
                      more information or to contact Mark,
                      visit http://ThirdNature.net.
About Third Nature


Third Nature is a research and consulting firm focused on new and
emerging technology and practices in business intelligence, data
integration and information management. If your question is related to BI,
open source, web 2.0 or data integration then you‘re at the right place.
Our goal is to help companies take advantage of information-driven
management practices and applications. We offer education, consulting
and research services to support business and IT organizations as well as
technology vendors.
We fill the gap between what the industry analyst firms cover and what IT
needs. We specialize in product and technology analysis, so we look at
emerging technologies and markets, evaluating the products rather than
vendor market positions.
Creative Commons Image Attributions
 Thanks to the people who supplied the creative commons licensed images used in this presentation:
 kid gives finger.jpg - http://flickr.com/photos/kevinclark/9826288/
 riot police line small.jpg - http://flickr.com/photos/73594239@N00/25719098/
 anne hathaway.jpg - http://flickr.com/photos/barbaradoduk/177959197/
 baby birthday.jpg - http://flickr.com/photos/yoshimov/19513076/
 teapot.jpg - http://flickr.com/photos/joi/411403/
 darasuram temple.jpg - http://flickr.com/photos/ravages/129783888/
 us capitol building.jpg - http://flickr.com/photos/jcolman/542294684/
 hamadan people mosaic.jpg - http://flickr.com/photos/hamed/225868856/
 well town hall.jpg - http://flickr.com/photos/tuinkabouter/1135560976/
 watchmaker.jpg - http://flickr.com/photos/dashananda/310662720/
 highway storm.jpg - http://flickr.com/photos/areyoumyrik/235230688
 web1-0 corporate logo sheet web 2-0ized.jpg - http://flickr.com/photos/stabilo-boss/93136022/
 web 2-0 logos part1.jpg - http://flickr.com/photos/stabilo-boss/93136022/
 meerkat.jpg - http://flickr.com/photos/peasap/1089208526/
 Gare do Oriente Lisbon.jpg - http://flickr.com/photos/higaara/228673603/
 motionless in crowd2.jpg - http://flickr.com/photos/laburbuja/149566116/
 snail1.jpg - http://flickr.com/photos/7147684@N03/1037533775/
 social_architecture.jpg - http://flickr.com/photos/karen-ward/268612548/
 baby_with_lemon 55381094_10694660e5.jpg - http://flickr.com/photos/pichichi/55381094/
 laptop face.jpg - http://flickr.com/photos/sd/7746599/

www.ThirdNature.net                                       Mark R. Madsen                             Slide 44
Creative Commons
Thanks to the people who made their images available via creative commons:
book of hours manuscript2.jpg - http://flickr.com/photos/jeffrey/89461374/
card catalog4.jpg - http://flickr.com/photos/deborahfitchett/2372385317/
royal library san lorenzo.jpg - http://flickr.com/photos/cuellar/370663920/
outdated gumshoe.jpg - http://flickr.com/photos/olivander/372385317/
book of hours manuscript1.jpg - http://flickr.com/photos/jeffrey/89461261/
semantic network visualization.jpg - http://flickr.com/photos/toby_maloy/102413554/
subway dc metro.jpg - http://flickr.com/photos/musaeum/509899161/
Gare do Oriente Lisbon airport.jpg - http://flickr.com/photos/higaara/228673603/
toolbox.jpg - http://www.flickr.com/photos/booleansplit/2376359338/
crowd_melbourne.jpg - http://www.flickr.com/photos/akc77/3370167184/
social_net_mosaic.jpg - http://www.flickr.com/photos/luc/1824234195/
befriend.jpg - http://flickr.com/photos/ehrgeizier/114385285/
martini.jpg - http://www.flickr.com/photos/tapps/2204393655/
four cupcake guys (frogs).jpg - http://www.flickr.com/photos/abielskas/114946978/
old man union square selling.jpg - http://flickr.com/photos/ktb/4683842/
highway storm.jpg - http://flickr.com/photos/areyoumyrik/235230688
Surfer - http://www.flickr.com/photos/millzero/2093324718




www.ThirdNature.net                                     Mark R. Madsen                Slide 45
Creative Commons
 Thanks to the suppliers of the following images:
 Market – http://flickr.com/photos/baboon/309793875/
 Spider – http://flickr.com/photos/gyuvallos/72283771/
 Orange wall – http://flickr.com/photos/satosugar/50776976/
 Weaver in Peru – http://flickr.com/photos/slack12/442373910/
 Apples and oranges – http://flickr.com/photos/thedepartment/131206032/
 Envelope – http://flickr.com/photos/psd/1428129861/
 Web services – http://flickr.com/photos/psd/479994769/
 Two choices – http://flickr.com/photos/cayusa/1441194460/
 Forest bluebells – http://flickr.com/photos/good_day/149239579/
 Baobab - http://flickr.com/photos/dmontesi/66753950/
 Writing code – http://flickr.com/photos/cdm/72250667/
 Woodworking – http://flickr.com/photos/rigoletto/126367565/
 Febo – http://flickr.com/photos/jshyun/1573065713/
 cliff divers – http://flickr.com/photos/raveller/
 Thai market – http://flickr.com/photos/tuey/55106754/
 spider – http://flickr.com/photos/gyuvallos/72283771/
 dehydrated water – http://flickr.com/photos/dcreeves2000/139184796/
 Meerkat – http://flickr.com/photos/nicklawes/90796755
 Subway – http://flickr.com/photos/neilsphotoalbum/504517855/
 Robot Bastard – © 2001 Rob Schrab, http://robotbastard.robschrab.com/index.html


www.ThirdNature.net                                      Mark R. Madsen            Slide 46

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Social Media Intro For Business Intelligence People

  • 1. Social Media Intro for Business Intelligence Professionals www.ThirdNature.net Mark R. Madsen Slide 1
  • 2. Social Media Intro for Business Intelligence Professionals May, 2009 Mark R. Madsen www.ThirdNature.net
  • 4. Wikipedia on social media (naturally): “…activities that integrate technology, telecommunications and social interaction , and the construction of words, pictures, videos and audio.” How about “people conversing online” instead?
  • 5. Mixed Up Terminology Social software – software designed for collaboration & sharing, i.e. the umbrella term Social networks – social platforms, not “about” anything other than the social network Social sites / applications –the primary interaction is around a topic, function or object; it’s “about” something, unlike social networks Social media – a subtype of social site / application built around published media of some type; blogs, video, music, games, virtual worlds www.ThirdNature.net Mark R. Madsen Slide 5
  • 6. Many Social Features and Tools Blogs Wikis Microblogging SMS Chat Widgets Social networks Social bookmarks Collective tagging Message Boards Podcasts Video sharing Photo sharing Comments Ratings RSS www.ThirdNature.net Mark R. Madsen Slide 6
  • 7. Online Community Types Lightweight social processes • Very low barrier to social involvement Digg, Last.fm, Amazon, Twitter Collaborative information structures • The core product is generated or enhanced by social components Flickr, YouTube, Threadless, Etsy High end collaboration • Extensive involvement and collaboration required Wikipedia, any-other-pedia, CouchSurfing, open source projects www.ThirdNature.net Mark R. Madsen Slide 7
  • 10. High End Example: Lostpedia www.ThirdNature.net Mark R. Madsen Slide 10
  • 11. Social Networks www.ThirdNature.net Mark R. Madsen Slide 11
  • 12. Social Network Evolution Source: FaberNovel Consulting www.ThirdNature.net Mark R. Madsen Slide 12
  • 13. Social Network Participants Creators Synthesizers Consumers Inactives www.ThirdNature.net Mark R. Madsen Slide 13
  • 14. Why should you care?
  • 15. Follow the money www.ThirdNature.net Mark R. Madsen Slide 15
  • 16. Follow the Eyeballs www.ThirdNature.net Mark R. Madsen Slide 16
  • 17. There are 1.4 billion internet users www.ThirdNature.net Mark R. Madsen Slide 17
  • 18. 45% have blogged www.ThirdNature.net Mark R. Madsen Slide 18
  • 19. 80% have watched online video >100 million videos viewed (per day) www.ThirdNature.net Mark R. Madsen Slide 19
  • 20. 60% joined a social network www.ThirdNature.net Mark R. Madsen Slide 20
  • 21. …Where They Are Talking About You Tell someone about a product/service by messenger Tell someone about a product/service by email Comment on a product/service review on a blog/ weblog Write a review of a seller on an auction site Recommend a product/ service on blog/ weblog Write review of product/service on ecommerce/retail site Comment on product/ service review on ecommerce/retail site Post opinion on social network personal profile Write a review of a product/service on yr blog/weblog Create product wish/ favs list on ecommerce/retail site Post a video clip featuring a product/service 0 5 10 15 20 25 30 35 40 45 50 Monthly Reach “In the age of social media, what people say about your company or its products can and will become very public, very quickly. My job is about engaging in a constructive dialogue with customers, in creating active conversation streams.” – Lionel Menchaca, chief blogger, Dell www.ThirdNature.net Mark R. Madsen Slide 21
  • 22. They Don’t Listen to You >90% of people who can ad-skip do ad-skip www.ThirdNature.net Mark R. Madsen Slide 22
  • 23. They Don’t Trust You www.ThirdNature.net Mark R. Madsen Slide 23
  • 24. They Trust Each Other, Even Strangers www.ThirdNature.net Mark R. Madsen Slide 24
  • 26. Social Software Affects Buying Behavior www.ThirdNature.net Mark R. Madsen Slide 26
  • 27. Marketing and Sales Are Most Affected www.ThirdNature.net Mark R. Madsen Slide 27
  • 28. Some Unpleasant Marketing Facts Marketers don’t have confidence in their ability to manage their budget to meet objectives: • Only 25% of marketers said senior management is confident or very confident in forecasts of marketing impact on sales • Only 15% of marketers agreed or agreed completely that they could forecast the impact of a 10% budget cut www.ThirdNature.net Mark R. Madsen Slide 28
  • 29. Bad News if You Want to Buy Advertising Number of prime-time 60 second TV commercials required to reach 80% of 18-49 year-olds • In 1965: 3 • In 2002: 117 People with DVRs watch 12% more TV ☺ Yet 90% of them skip the ads www.ThirdNature.net Mark R. Madsen Slide 29
  • 30. The obvious solution hasn’t worked very well.
  • 31. One-to-One marketing concepts fared little better.
  • 32. TV vs. Net, the Net is Winning www.ThirdNature.net Mark R. Madsen Slide 32
  • 33. Marketing Spend is Shifting in Response www.ThirdNature.net Mark R. Madsen Slide 33
  • 34. It’s a Multi-Channel World Now Each of these new channels has measurement data coming from different sources, often external and out of your control. www.ThirdNature.net Mark R. Madsen Slide 34
  • 35. Marketing Has Relatively Few Outcome Metrics 1. Input: measures the upfront part of a process like cost • how much you spent on a TV spot during the super bowl 2. Delivery: measures the process but not the effect • reach of that super bowl ad 3. Outcome: measures the results • lift from the super bowl ad Harder things to measure: consumer sentiment, brand awareness, brand strength, brand equity 1 2 3 ? www.ThirdNature.net Mark R. Madsen Slide 35
  • 36. Multichannel Challenges You can calculate the same core metrics for the online channel as for direct marketing or advertising. The hard part is knowing what to do with which channel. e.g. same cost, same reach: • Which is more effective? • For which customer segments? • Do they reinforce? 2 3 1 ? ? www.ThirdNature.net Mark R. Madsen Slide 36
  • 37. Metric Development Developing online marketing metrics is beyond the scope of this class. A few pointers: • You will need input and delivery metrics for comparison, but should focus on outcome. • Develop delivery and outcome metrics that allow you to test and refine campaigns while they occur. • Try to attribute activity wherever possible • Link metrics to both objectives and tasks/functions www.ThirdNature.net Mark R. Madsen Slide 37
  • 39. Sample Online Marketing Metrics Sales development: Behavior cost per unqualified lead, qualified lead, sales Desired actions, Response to offers opportunity, revenue, margin, new customers Interactions, Feedback Transactions, Effectiveness / efficiency: Reach, Frequency, GRP (just like the old Sentiment models) on a per channel basis Sentiment and trends # of unique visitors, Visit frequency Similar PR metrics, e.g. favorable/unfavorable Time on site, Registrations mentions open rate, click rate, bounce rate Influence Loyalty: Inbound links related to a profile or user time on site relative to benchmarks other sites Ratio of links/clicks vs. all users repeat business / visits, % returning Timing of links/clicks, Connections customer loyalty survey data Engagement If you have widgets or applications:: an activity measure of users / total users Downloads, Installations Virality - % growth of message or advert Activations, Embeds Frequency of use www.ThirdNature.net Mark R. Madsen Slide 39
  • 40. Online Marketing Case: Will It Blend? Measurements: • >2M views on YouTube • Google page 1 for “blend” • pagerank raised to 6 • 55,000 inbound links • 83,000 channel subscribers • > 500 Facebook groups • 5 Digg front page stories • TV news mentions • Newspaper mentions www.ThirdNature.net Mark R. Madsen Slide 40
  • 41. The Online Channel Has Advantages The online channel can provide realtime feedback where old channels sometimes have a data lag of months. Messages and offers can be tested while a campaign is running, rather than between campaigns. This requires that you collect the data to manage the process. www.ThirdNature.net Mark R. Madsen Slide 41
  • 42. About the Presenter Mark Madsen is president of Third Nature, a technology research and consulting firm focused on business intelligence, data integration and data management. Mark is an award-winning author, architect and CTO whose work has been featured in numerous industry publications. Over the past ten years Mark received awards for his work from the American Productivity & Quality Center, TDWI, and the Smithsonian Institute. He is an international speaker, a contributing editor at Intelligent Enterprise, and manages the open source channel at the Business Intelligence Network. For more information or to contact Mark, visit http://ThirdNature.net.
  • 43. About Third Nature Third Nature is a research and consulting firm focused on new and emerging technology and practices in business intelligence, data integration and information management. If your question is related to BI, open source, web 2.0 or data integration then you‘re at the right place. Our goal is to help companies take advantage of information-driven management practices and applications. We offer education, consulting and research services to support business and IT organizations as well as technology vendors. We fill the gap between what the industry analyst firms cover and what IT needs. We specialize in product and technology analysis, so we look at emerging technologies and markets, evaluating the products rather than vendor market positions.
  • 44. Creative Commons Image Attributions Thanks to the people who supplied the creative commons licensed images used in this presentation: kid gives finger.jpg - http://flickr.com/photos/kevinclark/9826288/ riot police line small.jpg - http://flickr.com/photos/73594239@N00/25719098/ anne hathaway.jpg - http://flickr.com/photos/barbaradoduk/177959197/ baby birthday.jpg - http://flickr.com/photos/yoshimov/19513076/ teapot.jpg - http://flickr.com/photos/joi/411403/ darasuram temple.jpg - http://flickr.com/photos/ravages/129783888/ us capitol building.jpg - http://flickr.com/photos/jcolman/542294684/ hamadan people mosaic.jpg - http://flickr.com/photos/hamed/225868856/ well town hall.jpg - http://flickr.com/photos/tuinkabouter/1135560976/ watchmaker.jpg - http://flickr.com/photos/dashananda/310662720/ highway storm.jpg - http://flickr.com/photos/areyoumyrik/235230688 web1-0 corporate logo sheet web 2-0ized.jpg - http://flickr.com/photos/stabilo-boss/93136022/ web 2-0 logos part1.jpg - http://flickr.com/photos/stabilo-boss/93136022/ meerkat.jpg - http://flickr.com/photos/peasap/1089208526/ Gare do Oriente Lisbon.jpg - http://flickr.com/photos/higaara/228673603/ motionless in crowd2.jpg - http://flickr.com/photos/laburbuja/149566116/ snail1.jpg - http://flickr.com/photos/7147684@N03/1037533775/ social_architecture.jpg - http://flickr.com/photos/karen-ward/268612548/ baby_with_lemon 55381094_10694660e5.jpg - http://flickr.com/photos/pichichi/55381094/ laptop face.jpg - http://flickr.com/photos/sd/7746599/ www.ThirdNature.net Mark R. Madsen Slide 44
  • 45. Creative Commons Thanks to the people who made their images available via creative commons: book of hours manuscript2.jpg - http://flickr.com/photos/jeffrey/89461374/ card catalog4.jpg - http://flickr.com/photos/deborahfitchett/2372385317/ royal library san lorenzo.jpg - http://flickr.com/photos/cuellar/370663920/ outdated gumshoe.jpg - http://flickr.com/photos/olivander/372385317/ book of hours manuscript1.jpg - http://flickr.com/photos/jeffrey/89461261/ semantic network visualization.jpg - http://flickr.com/photos/toby_maloy/102413554/ subway dc metro.jpg - http://flickr.com/photos/musaeum/509899161/ Gare do Oriente Lisbon airport.jpg - http://flickr.com/photos/higaara/228673603/ toolbox.jpg - http://www.flickr.com/photos/booleansplit/2376359338/ crowd_melbourne.jpg - http://www.flickr.com/photos/akc77/3370167184/ social_net_mosaic.jpg - http://www.flickr.com/photos/luc/1824234195/ befriend.jpg - http://flickr.com/photos/ehrgeizier/114385285/ martini.jpg - http://www.flickr.com/photos/tapps/2204393655/ four cupcake guys (frogs).jpg - http://www.flickr.com/photos/abielskas/114946978/ old man union square selling.jpg - http://flickr.com/photos/ktb/4683842/ highway storm.jpg - http://flickr.com/photos/areyoumyrik/235230688 Surfer - http://www.flickr.com/photos/millzero/2093324718 www.ThirdNature.net Mark R. Madsen Slide 45
  • 46. Creative Commons Thanks to the suppliers of the following images: Market – http://flickr.com/photos/baboon/309793875/ Spider – http://flickr.com/photos/gyuvallos/72283771/ Orange wall – http://flickr.com/photos/satosugar/50776976/ Weaver in Peru – http://flickr.com/photos/slack12/442373910/ Apples and oranges – http://flickr.com/photos/thedepartment/131206032/ Envelope – http://flickr.com/photos/psd/1428129861/ Web services – http://flickr.com/photos/psd/479994769/ Two choices – http://flickr.com/photos/cayusa/1441194460/ Forest bluebells – http://flickr.com/photos/good_day/149239579/ Baobab - http://flickr.com/photos/dmontesi/66753950/ Writing code – http://flickr.com/photos/cdm/72250667/ Woodworking – http://flickr.com/photos/rigoletto/126367565/ Febo – http://flickr.com/photos/jshyun/1573065713/ cliff divers – http://flickr.com/photos/raveller/ Thai market – http://flickr.com/photos/tuey/55106754/ spider – http://flickr.com/photos/gyuvallos/72283771/ dehydrated water – http://flickr.com/photos/dcreeves2000/139184796/ Meerkat – http://flickr.com/photos/nicklawes/90796755 Subway – http://flickr.com/photos/neilsphotoalbum/504517855/ Robot Bastard – © 2001 Rob Schrab, http://robotbastard.robschrab.com/index.html www.ThirdNature.net Mark R. Madsen Slide 46