FIXING FILTER               ENGAGING THEFAILURE        GLOBAL MINDNOVA SPIVACK  SXSW 2013
Nova SpivackCEO, Bottlenosehttp://bottlenose.com@novaspivack@bottlenoseapp#bottlenose
HOW TO TAP THEGLOBAL MINDFOR REAL-TIMEMARKETING
The Nowhas Changed          • Shorter          • Higher Resolution
The New NowZeptoseconds   Milliseconds   Seconds   Months      Years     To             To           To       To         T...
MORE ISHAPPENINGIN LESS TIME
clockrateTHE PULSE OFTHE NET ISGETTING FASTER
A cultural shiftA focus on thepresent rather thanpast or future.
Agriculture   Industry     Information  Nature      Machines        DataA focus on    A focus on    A focus on the Past   ...
NOWISM     • Live Experiences     • Real-Time       Participation     • Instant Gratification
PC      Web     StreamMonths   Hours   Seconds
THE NATURE OF   THE STREAM IS   UNLIKE ANY   MEDIUM BEFORE IT.global, immediate,fully interactive
THE MESSAGIS THE MEDIUM
THE STREAM ISMORE LIVE &REALTIME THANTV & RADIO
THE STREAM ISALSOMORE NOISY
TOTALINFORMATION   OVERLOAD
I get 13,000messages/day
―It’s notinformation overloadIt’s FILTER FAILURE‖               - Clay Shirky
HOW DO WEMAKE SENSEOF THE STREAM?
2014 SocialDiscovery                              2013 SocialAnalytics                    2012 SocialMonitoring           ...
TAG CLOUDSARE NOTSUFFICIENT
NOWCASTING
ENGAGINGTHE STREAMis different
Think             • ContinuousLike A              monitoringMedia             • Live content                    creationEm...
Stage 3“Now Marketing”Minutes to Seconds   Stage 2“Day Marketing”  Hours to Days   Stage 1“Week Marketing” Weeks to Months
FEEDBACK LOOP
CASE    Razorfish         • State of the UnionSTUDIE   • Brand Advertising     S   Fleishman-Hillard         • General Mot...
Razorfish – NFL Promoted             Tweets1. Real-time Social Data used   to target NFL and NBA   Twitter ads    •   Ad t...
Razorfish – State of the Union            2013Live Marketing for NOLABELS during Stateof the Union 2013 •   Used Bottlenos...
Fleishman-Hillard OSCARS              2013Black Box LiveMarketing Solution•   Illinois Office of Tourism•   Drive awarenes...
Fleishman-Hillard GM - Nerve                CenterTransforming GM into asocial enterprise •   Real-time social intelligenc...
THR Golden GlobesLive Content Analytics andBuzz Indexes for GoldenGlobes •   Real-time editorial     dashboards, photostre...
ADWEEK SuperbowlLive Content Analyticsand Buzz Indexes forthe Superbowl •   Tracked live share of     voice for each of th...
FH + Bottlenose — Black Box            Confidential - (c) Copyright Bottlenose Inc.3/13/2013                              ...
Come see Black Box live at          SXSW    Four Seasons Lobby     Black Box Lounge
THANKYOU!http://bottlenose.       com@novaspivack@bottlenoseapp #bottlenose
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
Fixing filterfailure novasxsw13_deckv3
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  • ZD: I think this is a better intro slide than previous slide with white background. Use either.YB: so the rationale behind this introduction is the “Art and Inspiration” tag of the talk, hence the need to start it in a slightly elevated manner to give the whole talk a more inspirational tone. Plus this tends to create more “pull” with the audience and more value for them than just a dry straight-up tech talk. I have never been to SXSW but my sense is that the audience there is pretty on top of the latest ideas and debates around the emergence of technology in the human experience, so we need to at least try to bring fresh ideas to the table.
  • 1. The Global Mind as a central concept in human civilization. To a large extent, our collective intellectual history has been dominated by the need to define and manage our collective human experience. Religions and philosophies emerged out of this necessity. Until very recently, the collective human experience was a purely religious and philosophical concept. The idea of the “global mind” was expressed in early Christianity as the coherence of our experience of – and relationship to- God. The idea of the Global Mind (coherence of our collective experience as humans) lays the foundation of modern psychiatry. Carl Jung gave it a distinct medical and neurological flavor in the first part of the 20th century by referring to “the collective unconscious”.  2. …That is now a reality that we can touch.
  • 1. The Global Mind as a central concept in human civilization. To a large extent, our collective intellectual history has been dominated by the need to define and manage our collective human experience. Religions and philosophies emerged out of this necessity. Until very recently, the collective human experience was a purely religious and philosophical concept. The idea of the “global mind” was expressed in early Christianity as the coherence of our experience of – and relationship to- God. The idea of the Global Mind (coherence of our collective experience as humans) lays the foundation of modern psychiatry. Carl Jung gave it a distinct medical and neurological flavor in the first part of the 20th century by referring to “the collective unconscious”.  2. …That is now a reality that we can touch.
  • Attoseconds: 10−18 I -- 12 Attoseconds is the shortest controllable measurement of time http://www.physorg.com/news192909576.htmlhttp://en.wikipedia.org/wiki/Orders_of_magnitude_%28time%29The current smallest resolution for measuring chemical bonding is a zeptosecond: 10−21
  • 2. …That is now a reality that we can touch. But it is only in the past 10 years that The Global Mind has emerged as a reality we can see, we can touch and most importantly, we can measure. But it is hard to make sense of (Filter failure).  SLIDE 1 -- *Stats on the number of Twitter messages PER DAY)*SLIDE 2 -- *Stats on the number of tweets mentioning QUAKES*The Internet laid the structural groundwork for this by laying out first an infrastructure for sharing (the Internet in the 1980s), then a methodology (sharing as the creation of individual and collective value), then a behavior (social networks, where now participating in the global mind is almost a compulsion). 3. … and that materialization is having profound impact on our civilization.
  • The pulse of the net has gotten fasterWe can think of this in terms of clockrate.The Stream is more live and realtime than TV and radio ever wereNews stories break on twitter, are distributed on Facebook
  • This is a cultural shift, one that focuses on the present rather than past or future.We must understand the significance of this change in perspective. SLIDE: Nowism AgesAgricultural AgeFocused on the pastTo survive and cultivate farms you had to study the past and learn the patterns of nature, the seasons, the signs of weather, the cycles of crops and wildlife populations. Industrial AgeFocused on the futureThe industrial age was about invention, progress and innovation – it was a race to the future in which the past was an enemy, and the present was an inconvenient delay.Information Age:Focused on the presentWe are focused on immediacy and instant gratification. With these come an expectation of instant response, instant customer service, and instant solutions. Characteristics of the Information AgeAn era of shoot-first-ask-questions-later, where trends and rumors flare up and go global in minutesRisk of being late is greater than the risk of being wrongThis is a world in which there will be more error, more confusion, more threats, more crises, but they will start and end more quickly as well. It is also a world in which there will be more leads, more opportunities, and more transactions, and they too will start and end more rapidly. NowcastingWhat is Nowcasting: Nowcasting attempts to make sense of the present before all the data has been analyzed, in 0rder to project trends sooner or even continuously: Predicting the presentBecause there is so much to measure, and we can measure everything in higher resolution, there is vastly more that we must pay attention to at any time. (Google pioneered Nowcasting -- also note this year they failed to predict the flu accurately - there are articles about this..)Applied by hedge funds, economists, and epidemiologists, and soon it will be a standard tool for marketersConcurrent to this is the rise of the “Global Mind”Distribution and engagement is world wide, consequences and conversations are no longer localizedIn essence: Everywhere, All the Time.
  • History and change of the global mindThe Evolution of the StreamIn the information age, we have seen a shift from the PC to the Web to the StreamSLIDE: Timeline of PC/Web/Stream Eras1. The PC Era
  •  Nowism and the Global Mind Defining Nowism:“Consumers’ ingrained* lust for instant gratification is being satisfied by a host of novel, important (offline and online) real-time products, services and experiences. Consumers are also feverishly contributing to the real-time content avalanche that’s building as we speak. As a result, expect your brand and company to have no choice but to finally mirror and join the ‘now’, in all its splendid chaos, realness and excitement.”This is a cultural shift, one that focuses on the present rather than past or future.We must understand the significance of this change in perspective.
  • History and change of the global mindThe Evolution of the StreamIn the information age, we have seen a shift from the PC to the Web to the StreamSLIDE: Timeline of PC/Web/Stream Eras1. The PC Era
  • The nature of the steam is unlike any media before it.Everyone is now connected all the time. Social media is the new form of content, that is global, immediate, and interactive.The pulse of the net has gotten fasterWe can think of this in terms of clockrate.The Stream is more live and realtime than TV and radio ever wereNews stories break on twitter, are distributed on Facebook
  • The Stream is more live and realtime than TV and radio ever wereNews stories break on twitter, are distributed on FacebookAmbient social apps offer even a more immediate layerSoLoMo and geofencingAttention is shifting from Search to SocialWe are no longer searching for discreet information as much as being flooded with a stream of information and content from social networks.Among the top 50 sites on the Web, most get at least equal, if not more, of their traffic from social than from search. Brands can no longer rely on a blanket broadcast strategy with their messaging.  You need to know the behaviors of your target demo on each device – what they're saying, when they're saying it, and who they're saying it to.
  • 2. …That is now a reality that we can touch. But it is only in the past 10 years that The Global Mind has emerged as a reality we can see, we can touch and most importantly, we can measure. But it is hard to make sense of (Filter failure).  SLIDE 1 -- *Stats on the number of Twitter messages PER DAY)*SLIDE 2 -- *Stats on the number of tweets mentioning QUAKES*The Internet laid the structural groundwork for this by laying out first an infrastructure for sharing (the Internet in the 1980s), then a methodology (sharing as the creation of individual and collective value), then a behavior (social networks, where now participating in the global mind is almost a compulsion). 3. … and that materialization is having profound impact on our civilization.
  • The Stream is more live and realtime than TV and radio ever wereNews stories break on twitter, are distributed on FacebookAmbient social apps offer even a more immediate layerSoLoMo and geofencingAttention is shifting from Search to SocialWe are no longer searching for discreet information as much as being flooded with a stream of information and content from social networks.Among the top 50 sites on the Web, most get at least equal, if not more, of their traffic from social than from search. Brands can no longer rely on a blanket broadcast strategy with their messaging.  You need to know the behaviors of your target demo on each device – what they're saying, when they're saying it, and who they're saying it to.
  •  III – ENGAGING THE GLOBAL MIND (how to fix filter failures) Mapping the Ripple EffectWhen you seed a branded message on Facebook, it's no longer a straight trajectory.  your branded message is being seeded across a number of platforms—even spreading to platforms you never intended—and 99% of brands/agencies have no way of mapping this ripple effect.Insights gained may change your marketing message.  It may force you to restructure and add new team members. It may change your product line-up and positioning.  It may even re-shape your brand entirely    Examples that do this? Google rippleOthers?New Generation of ToolsA new generation of live social intelligence tools will provide insights into the present, not just the past, and these insights will be live and dynamic just like the present itselfLive, dynamically updating insights are critical enablers for marketing organizations that want to evolve to Stage Three. Live Social AnalyticsStage Three marketing organizations have to keep up with ripple effects in realtime, but to do this they are need a new generation of tools that are designed for this timescalePrevious-generation social media monitoring and analytics tools were not designed for the Stream we have today. Most social media analytics and engagement tools in use today are still focused on measuring engagement via follower counts, mentions, likes, Retweets, favorites, impressions, clickthroughs, and basic sentiment. But these tools fail to make sense of what’s going on, existing social media analytics tools are also too retrospective in nature VisualizationVisualization is essential to make sense of what the crowd is doingThere is just too much data to make sense of it using old fashioned lists of messagesExamples of visualizing and mapping the what the crowd is thinking / doing / feeling ...Adam at Razorfish knows many...Social IntelligenceIf social analytics is CNN, social intelligence is CIAMaking real-time discoveries about the world – about customers, competitors, markets and trends – via social networks. It is possible to mine social activity to measure and even predict elections, sales results, political change, brand perception, and cultural shiftsWe can also detect breaking news, emerging threats and opportunities, natural and man-made disasters, crimes, emerging disasters and crises, and emerging viral content.We can even map trends geographically, demographically and psychographically in real-timeHow we are approaching the problem at BottlenoseSocial Key Performance Indicators (SKPIs)Volume, impressions, engagement, sentiment, share-of-voice, and moreValue of these metricsNow view and Pictures ViewLocate trending content, topics, people, media, and conversationsSocial DiscoveryDiscovering what you don’t know (we find topics and trends around what you are interested in -- we help you “know what you don’t know” yet)Example: how we show you topics that have interesting sentiment that you didn’t ask for in your queryBottlenose Sonar ToolWatch the crowd around any topic to see what media it is sharing, and we then crawl that in real-time and show in our appPredictive AnalyticsDemo of Bottlenose Intelligence Playground, a new technology to detecting correlations between social signals and other signals (stock prices, sales, web site metrics, television audience, etc.)Predicting the future, using social signalsNerve CenterLive Mission ControlsThis is a big trend for coming yearsWe've seen social command centers from brands likeIntel andGatorade in the pastLive collaborative dashboards where teams can monitor, map and respond to the real-time ripple effects around their brands and marketing initiatives in real-time. Integrate business intelligence information such as sales data and other business metrics.Bottlenose Nerve Center (Come see it live at the FH Black Box room at the Four Seasons)Case studies, examplesRazorfishState of the UnionA large sports brand (Nike)Fleishman HillardBlack Box ...General Motors
  •  III – ENGAGING THE GLOBAL MIND (how to fix filter failures) Mapping the Ripple EffectWhen you seed a branded message on Facebook, it's no longer a straight trajectory.  your branded message is being seeded across a number of platforms—even spreading to platforms you never intended—and 99% of brands/agencies have no way of mapping this ripple effect.Insights gained may change your marketing message.  It may force you to restructure and add new team members. It may change your product line-up and positioning.  It may even re-shape your brand entirely    Examples that do this? Google rippleOthers?New Generation of ToolsA new generation of live social intelligence tools will provide insights into the present, not just the past, and these insights will be live and dynamic just like the present itselfLive, dynamically updating insights are critical enablers for marketing organizations that want to evolve to Stage Three. Live Social AnalyticsStage Three marketing organizations have to keep up with ripple effects in realtime, but to do this they are need a new generation of tools that are designed for this timescalePrevious-generation social media monitoring and analytics tools were not designed for the Stream we have today. Most social media analytics and engagement tools in use today are still focused on measuring engagement via follower counts, mentions, likes, Retweets, favorites, impressions, clickthroughs, and basic sentiment. But these tools fail to make sense of what’s going on, existing social media analytics tools are also too retrospective in nature VisualizationVisualization is essential to make sense of what the crowd is doingThere is just too much data to make sense of it using old fashioned lists of messagesExamples of visualizing and mapping the what the crowd is thinking / doing / feeling ...Adam at Razorfish knows many...Social IntelligenceIf social analytics is CNN, social intelligence is CIAMaking real-time discoveries about the world – about customers, competitors, markets and trends – via social networks. It is possible to mine social activity to measure and even predict elections, sales results, political change, brand perception, and cultural shiftsWe can also detect breaking news, emerging threats and opportunities, natural and man-made disasters, crimes, emerging disasters and crises, and emerging viral content.We can even map trends geographically, demographically and psychographically in real-timeHow we are approaching the problem at BottlenoseSocial Key Performance Indicators (SKPIs)Volume, impressions, engagement, sentiment, share-of-voice, and moreValue of these metricsNow view and Pictures ViewLocate trending content, topics, people, media, and conversationsSocial DiscoveryDiscovering what you don’t know (we find topics and trends around what you are interested in -- we help you “know what you don’t know” yet)Example: how we show you topics that have interesting sentiment that you didn’t ask for in your queryBottlenose Sonar ToolWatch the crowd around any topic to see what media it is sharing, and we then crawl that in real-time and show in our appPredictive AnalyticsDemo of Bottlenose Intelligence Playground, a new technology to detecting correlations between social signals and other signals (stock prices, sales, web site metrics, television audience, etc.)Predicting the future, using social signalsNerve CenterLive Mission ControlsThis is a big trend for coming yearsWe've seen social command centers from brands likeIntel andGatorade in the pastLive collaborative dashboards where teams can monitor, map and respond to the real-time ripple effects around their brands and marketing initiatives in real-time. Integrate business intelligence information such as sales data and other business metrics.Bottlenose Nerve Center (Come see it live at the FH Black Box room at the Four Seasons)Case studies, examplesRazorfishState of the UnionA large sports brand (Nike)Fleishman HillardBlack Box ...General Motors
  • Live Social AnalyticsStage Three marketing organizations have to keep up with ripple effects in realtime, but to do this they are need a new generation of tools that are designed for this timescalePrevious-generation social media monitoring and analytics tools were not designed for the Stream we have today. Most social media analytics and engagement tools in use today are still focused on measuring engagement via follower counts, mentions, likes, Retweets, favorites, impressions, clickthroughs, and basic sentiment. But these tools fail to make sense of what’s going on, existing social media analytics tools are also too retrospective in nature VisualizationVisualization is essential to make sense of what the crowd is doingThere is just too much data to make sense of it using old fashioned lists of messagesExamples of visualizing and mapping the what the crowd is thinking / doing / feeling ...Adam at Razorfish knows many...Social IntelligenceIf social analytics is CNN, social intelligence is CIAMaking real-time discoveries about the world – about customers, competitors, markets and trends – via social networks. It is possible to mine social activity to measure and even predict elections, sales results, political change, brand perception, and cultural shiftsWe can also detect breaking news, emerging threats and opportunities, natural and man-made disasters, crimes, emerging disasters and crises, and emerging viral content.We can even map trends geographically, demographically and psychographically in real-timeHow we are approaching the problem at BottlenoseSocial Key Performance Indicators (SKPIs)Volume, impressions, engagement, sentiment, share-of-voice, and moreValue of these metricsNow view and Pictures ViewLocate trending content, topics, people, media, and conversationsSocial DiscoveryDiscovering what you don’t know (we find topics and trends around what you are interested in -- we help you “know what you don’t know” yet)Example: how we show you topics that have interesting sentiment that you didn’t ask for in your queryBottlenose Sonar ToolWatch the crowd around any topic to see what media it is sharing, and we then crawl that in real-time and show in our appPredictive AnalyticsDemo of Bottlenose Intelligence Playground, a new technology to detecting correlations between social signals and other signals (stock prices, sales, web site metrics, television audience, etc.)Predicting the future, using social signalsNerve CenterLive Mission ControlsThis is a big trend for coming yearsWe've seen social command centers from brands likeIntel andGatorade in the pastLive collaborative dashboards where teams can monitor, map and respond to the real-time ripple effects around their brands and marketing initiatives in real-time. Integrate business intelligence information such as sales data and other business metrics.Bottlenose Nerve Center (Come see it live at the FH Black Box room at the Four Seasons)Case studies, examplesRazorfishState of the UnionA large sports brand (Nike)Fleishman HillardBlack Box ...General Motors
  • SLIDE: Level of InsightNew Generation of ToolsA new generation of live social intelligence tools will provide insights into the present, not just the past, and these insights will be live and dynamic just like the present itselfLive, dynamically updating insights are critical enablers for marketing organizations that want to evolve to Stage Three. Live Social AnalyticsStage Three marketing organizations have to keep up with ripple effects in realtime, but to do this they are need a new generation of tools that are designed for this timescalePrevious-generation social media monitoring and analytics tools were not designed for the Stream we have today. Most social media analytics and engagement tools in use today are still focused on measuring engagement via follower counts, mentions, likes, Retweets, favorites, impressions, clickthroughs, and basic sentiment. But these tools fail to make sense of what’s going on, existing social media analytics tools are also too retrospective in nature VisualizationVisualization is essential to make sense of what the crowd is doingThere is just too much data to make sense of it using old fashioned lists of messagesExamples of visualizing and mapping the what the crowd is thinking / doing / feeling ...Adam at Razorfish knows many...Social IntelligenceIf social analytics is CNN, social intelligence is CIAMaking real-time discoveries about the world – about customers, competitors, markets and trends – via social networks. It is possible to mine social activity to measure and even predict elections, sales results, political change, brand perception, and cultural shiftsWe can also detect breaking news, emerging threats and opportunities, natural and man-made disasters, crimes, emerging disasters and crises, and emerging viral content.We can even map trends geographically, demographically and psychographically in real-timeHow we are approaching the problem at BottlenoseSocial Key Performance Indicators (SKPIs)Volume, impressions, engagement, sentiment, share-of-voice, and moreValue of these metricsNow view and Pictures ViewLocate trending content, topics, people, media, and conversationsSocial DiscoveryDiscovering what you don’t know (we find topics and trends around what you are interested in -- we help you “know what you don’t know” yet)Example: how we show you topics that have interesting sentiment that you didn’t ask for in your queryBottlenose Sonar ToolWatch the crowd around any topic to see what media it is sharing, and we then crawl that in real-time and show in our appPredictive AnalyticsDemo of Bottlenose Intelligence Playground, a new technology to detecting correlations between social signals and other signals (stock prices, sales, web site metrics, television audience, etc.)Predicting the future, using social signalsNerve CenterLive Mission ControlsThis is a big trend for coming yearsWe've seen social command centers from brands likeIntel andGatorade in the pastLive collaborative dashboards where teams can monitor, map and respond to the real-time ripple effects around their brands and marketing initiatives in real-time. Integrate business intelligence information such as sales data and other business metrics.Bottlenose Nerve Center (Come see it live at the FH Black Box room at the Four Seasons)Case studies, examplesRazorfishState of the UnionA large sports brand (Nike)Fleishman HillardBlack Box ...General Motors
  • VisualizationVisualization is essential to make sense of what the crowd is doingThere is just too much data to make sense of it using old fashioned lists of messagesExamples of visualizing and mapping the what the crowd is thinking / doing / feeling ...Adam at Razorfish knows many...Social IntelligenceIf social analytics is CNN, social intelligence is CIAMaking real-time discoveries about the world – about customers, competitors, markets and trends – via social networks. It is possible to mine social activity to measure and even predict elections, sales results, political change, brand perception, and cultural shiftsWe can also detect breaking news, emerging threats and opportunities, natural and man-made disasters, crimes, emerging disasters and crises, and emerging viral content.We can even map trends geographically, demographically and psychographically in real-timeHow we are approaching the problem at BottlenoseSocial Key Performance Indicators (SKPIs)Volume, impressions, engagement, sentiment, share-of-voice, and moreValue of these metricsNow view and Pictures ViewLocate trending content, topics, people, media, and conversationsSocial DiscoveryDiscovering what you don’t know (we find topics and trends around what you are interested in -- we help you “know what you don’t know” yet)Example: how we show you topics that have interesting sentiment that you didn’t ask for in your queryBottlenose Sonar ToolWatch the crowd around any topic to see what media it is sharing, and we then crawl that in real-time and show in our appPredictive AnalyticsDemo of Bottlenose Intelligence Playground, a new technology to detecting correlations between social signals and other signals (stock prices, sales, web site metrics, television audience, etc.)Predicting the future, using social signalsNerve CenterLive Mission ControlsThis is a big trend for coming yearsWe've seen social command centers from brands likeIntel andGatorade in the pastLive collaborative dashboards where teams can monitor, map and respond to the real-time ripple effects around their brands and marketing initiatives in real-time. Integrate business intelligence information such as sales data and other business metrics.Bottlenose Nerve Center (Come see it live at the FH Black Box room at the Four Seasons)Case studies, examplesRazorfishState of the UnionA large sports brand (Nike)Fleishman HillardBlack Box ...General Motors
  • SLIDE: Level of InsightNew Generation of ToolsA new generation of live social intelligence tools will provide insights into the present, not just the past, and these insights will be live and dynamic just like the present itselfLive, dynamically updating insights are critical enablers for marketing organizations that want to evolve to Stage Three. Live Social AnalyticsStage Three marketing organizations have to keep up with ripple effects in realtime, but to do this they are need a new generation of tools that are designed for this timescalePrevious-generation social media monitoring and analytics tools were not designed for the Stream we have today. Most social media analytics and engagement tools in use today are still focused on measuring engagement via follower counts, mentions, likes, Retweets, favorites, impressions, clickthroughs, and basic sentiment. But these tools fail to make sense of what’s going on, existing social media analytics tools are also too retrospective in nature VisualizationVisualization is essential to make sense of what the crowd is doingThere is just too much data to make sense of it using old fashioned lists of messagesExamples of visualizing and mapping the what the crowd is thinking / doing / feeling ...Adam at Razorfish knows many...Social IntelligenceIf social analytics is CNN, social intelligence is CIAMaking real-time discoveries about the world – about customers, competitors, markets and trends – via social networks. It is possible to mine social activity to measure and even predict elections, sales results, political change, brand perception, and cultural shiftsWe can also detect breaking news, emerging threats and opportunities, natural and man-made disasters, crimes, emerging disasters and crises, and emerging viral content.We can even map trends geographically, demographically and psychographically in real-timeHow we are approaching the problem at BottlenoseSocial Key Performance Indicators (SKPIs)Volume, impressions, engagement, sentiment, share-of-voice, and moreValue of these metricsNow view and Pictures ViewLocate trending content, topics, people, media, and conversationsSocial DiscoveryDiscovering what you don’t know (we find topics and trends around what you are interested in -- we help you “know what you don’t know” yet)Example: how we show you topics that have interesting sentiment that you didn’t ask for in your queryBottlenose Sonar ToolWatch the crowd around any topic to see what media it is sharing, and we then crawl that in real-time and show in our appPredictive AnalyticsDemo of Bottlenose Intelligence Playground, a new technology to detecting correlations between social signals and other signals (stock prices, sales, web site metrics, television audience, etc.)Predicting the future, using social signalsNerve CenterLive Mission ControlsThis is a big trend for coming yearsWe've seen social command centers from brands likeIntel andGatorade in the pastLive collaborative dashboards where teams can monitor, map and respond to the real-time ripple effects around their brands and marketing initiatives in real-time. Integrate business intelligence information such as sales data and other business metrics.Bottlenose Nerve Center (Come see it live at the FH Black Box room at the Four Seasons)Case studies, examplesRazorfishState of the UnionA large sports brand (Nike)Fleishman HillardBlack Box ...General Motors
  • NowcastingWhat is Nowcasting: Nowcasting attempts to make sense of the present before all the data has been analyzed, in 0rder to project trends sooner or even continuously: Predicting the presentBecause there is so much to measure, and we can measure everything in higher resolution, there is vastly more that we must pay attention to at any time. (Google pioneered Nowcasting -- also note this year they failed to predict the flu accurately - there are articles about this..)Applied by hedge funds, economists, and epidemiologists, and soon it will be a standard tool for marketersConcurrent to this is the rise of the “Global Mind”Distribution and engagement is world wide, consequences and conversations are no longer localizedIn essence: Everywhere, All the Time.
  • SLIDE: Ford Sales graphSLIDE: Nowcasting the FLUThree stages of social marketing evolutionWeek Marketing, Today Marketing, Now MarketingMost brands and agencies are still stuck trying to accomplish Stage OneWeek MarketingFocused on simply monitoring the Stream and trying to keep up with the conversations about their brand Ability for marketers to measure the effects of their social media actions and optimize their engagement are primitive at best   Measurement and engagement with the stream can range from hours to days, or even to the weekly timescaleToday MarketingDigest and interpret rather than simply monitor and respondGenerate live insights from millions of messages and incorporate these insights into their thinking and behavior on an hourly to daily basis.Leverage social analytics, real-time data mining, and live visualization tools to facilitate insightBut Stage Two organization response times are still not realtime. Instead of seconds or minutes their responses often take hours or even days and that’s not fast enough anymoreNow MarketingIncredibly rare, but growingAble to monitor, make sense of, and then engage intelligently with the Stream, all in realtime.Detect, measure, analyze, reason, and respond to signals in the Stream in from seconds to minutes, or at most within a hour. Feedback LoopPyrimid: Sense, Analyze, RespondSenseFirst a social signal is sensed. It might be a breaking story rumor, a complaint by an influencer, a change in customer perception or audience sentiment, a shift in engagement levels, a crisis, or a sudden new trend or opportunity.AnalyzeThe social signal is analyzed in realtime to make sense of it and understand what drives it, and what it drives. This requires new live social discovery and analytics capabilitiesRespondAn intelligent social response (itself a social signal) is generated across one or more channels within seconds to minutesA reply may be sent to a customer, an alert may be sent to a team, a new content may be synthesized and published, ad campaign targeting may be adjusted or the tone of social messaging may be modified, prices may be adjusted, and even policies may be changed – all in realtimeThink Like a Media EmpireSocial media is media, but it’s different. It’s two-way, live, participatory and collaborative. Everyone is a part of it and everything is connected to it. Brands that want to lead have to gather intelligence constantly, using social media. They have to create content, share it, and engage. They have to keep their fingers on the pulse of their markets and culture in general in order to remain relevant and timely. They have to respond to a huge influx of questions, opinions, complaints, suggestions, leads. And they have to do this across many platforms and channels at once, in real-time. Nike and Redbull as examples (can we think of others where we have more to show or say...?)CONCLUSION TO PART II: nobody has been able to do any of this well … Until now (Bottlenose is solving that).
  • SLIDE: Nowcasting the FLUThree stages of social marketing evolutionWeek Marketing, Today Marketing, Now MarketingMost brands and agencies are still stuck trying to accomplish Stage OneWeek MarketingFocused on simply monitoring the Stream and trying to keep up with the conversations about their brand Ability for marketers to measure the effects of their social media actions and optimize their engagement are primitive at best   Measurement and engagement with the stream can range from hours to days, or even to the weekly timescaleToday MarketingDigest and interpret rather than simply monitor and respondGenerate live insights from millions of messages and incorporate these insights into their thinking and behavior on an hourly to daily basis.Leverage social analytics, real-time data mining, and live visualization tools to facilitate insightBut Stage Two organization response times are still not realtime. Instead of seconds or minutes their responses often take hours or even days and that’s not fast enough anymoreNow MarketingIncredibly rare, but growingAble to monitor, make sense of, and then engage intelligently with the Stream, all in realtime.Detect, measure, analyze, reason, and respond to signals in the Stream in from seconds to minutes, or at most within a hour. Feedback LoopPyrimid: Sense, Analyze, RespondSenseFirst a social signal is sensed. It might be a breaking story rumor, a complaint by an influencer, a change in customer perception or audience sentiment, a shift in engagement levels, a crisis, or a sudden new trend or opportunity.AnalyzeThe social signal is analyzed in realtime to make sense of it and understand what drives it, and what it drives. This requires new live social discovery and analytics capabilitiesRespondAn intelligent social response (itself a social signal) is generated across one or more channels within seconds to minutesA reply may be sent to a customer, an alert may be sent to a team, a new content may be synthesized and published, ad campaign targeting may be adjusted or the tone of social messaging may be modified, prices may be adjusted, and even policies may be changed – all in realtimeThink Like a Media EmpireSocial media is media, but it’s different. It’s two-way, live, participatory and collaborative. Everyone is a part of it and everything is connected to it. Brands that want to lead have to gather intelligence constantly, using social media. They have to create content, share it, and engage. They have to keep their fingers on the pulse of their markets and culture in general in order to remain relevant and timely. They have to respond to a huge influx of questions, opinions, complaints, suggestions, leads. And they have to do this across many platforms and channels at once, in real-time. Nike and Redbull as examples (can we think of others where we have more to show or say...?)CONCLUSION TO PART II: nobody has been able to do any of this well … Until now (Bottlenose is solving that).
  •  III – ENGAGING THE GLOBAL MIND (how to fix filter failures) Mapping the Ripple EffectWhen you seed a branded message on Facebook, it's no longer a straight trajectory.  your branded message is being seeded across a number of platforms—even spreading to platforms you never intended—and 99% of brands/agencies have no way of mapping this ripple effect.Insights gained may change your marketing message.  It may force you to restructure and add new team members. It may change your product line-up and positioning.  It may even re-shape your brand entirely    Examples that do this? Google rippleOthers?New Generation of ToolsA new generation of live social intelligence tools will provide insights into the present, not just the past, and these insights will be live and dynamic just like the present itselfLive, dynamically updating insights are critical enablers for marketing organizations that want to evolve to Stage Three. Live Social AnalyticsStage Three marketing organizations have to keep up with ripple effects in realtime, but to do this they are need a new generation of tools that are designed for this timescalePrevious-generation social media monitoring and analytics tools were not designed for the Stream we have today. Most social media analytics and engagement tools in use today are still focused on measuring engagement via follower counts, mentions, likes, Retweets, favorites, impressions, clickthroughs, and basic sentiment. But these tools fail to make sense of what’s going on, existing social media analytics tools are also too retrospective in nature VisualizationVisualization is essential to make sense of what the crowd is doingThere is just too much data to make sense of it using old fashioned lists of messagesExamples of visualizing and mapping the what the crowd is thinking / doing / feeling ...Adam at Razorfish knows many...Social IntelligenceIf social analytics is CNN, social intelligence is CIAMaking real-time discoveries about the world – about customers, competitors, markets and trends – via social networks. It is possible to mine social activity to measure and even predict elections, sales results, political change, brand perception, and cultural shiftsWe can also detect breaking news, emerging threats and opportunities, natural and man-made disasters, crimes, emerging disasters and crises, and emerging viral content.We can even map trends geographically, demographically and psychographically in real-timeHow we are approaching the problem at BottlenoseSocial Key Performance Indicators (SKPIs)Volume, impressions, engagement, sentiment, share-of-voice, and moreValue of these metricsNow view and Pictures ViewLocate trending content, topics, people, media, and conversationsSocial DiscoveryDiscovering what you don’t know (we find topics and trends around what you are interested in -- we help you “know what you don’t know” yet)Example: how we show you topics that have interesting sentiment that you didn’t ask for in your queryBottlenose Sonar ToolWatch the crowd around any topic to see what media it is sharing, and we then crawl that in real-time and show in our appPredictive AnalyticsDemo of Bottlenose Intelligence Playground, a new technology to detecting correlations between social signals and other signals (stock prices, sales, web site metrics, television audience, etc.)Predicting the future, using social signalsNerve CenterLive Mission ControlsThis is a big trend for coming yearsWe've seen social command centers from brands likeIntel andGatorade in the pastLive collaborative dashboards where teams can monitor, map and respond to the real-time ripple effects around their brands and marketing initiatives in real-time. Integrate business intelligence information such as sales data and other business metrics.Bottlenose Nerve Center (Come see it live at the FH Black Box room at the Four Seasons)Case studies, examplesRazorfishState of the UnionA large sports brand (Nike)Fleishman HillardBlack Box ...General Motors
  • Think Like a Media EmpireSocial media is media, but it’s different. It’s two-way, live, participatory and collaborative. Everyone is a part of it and everything is connected to it. Brands that want to lead have to gather intelligence constantly, using social media. They have to create content, share it, and engage. They have to keep their fingers on the pulse of their markets and culture in general in order to remain relevant and timely. They have to respond to a huge influx of questions, opinions, complaints, suggestions, leads. And they have to do this across many platforms and channels at once, in real-time. Nike and Redbull as examples (can we think of others where we have more to show or say...?)CONCLUSION TO PART II: nobody has been able to do any of this well … Until now (Bottlenose is solving that).
  • Three stages of social marketing evolutionWeek Marketing, Today Marketing, Now MarketingMost brands and agencies are still stuck trying to accomplish Stage OneSLIDE: 3 Stages of MarketingWeek MarketingFocused on simply monitoring the Stream and trying to keep up with the conversations about their brand Ability for marketers to measure the effects of their social media actions and optimize their engagement are primitive at best   Measurement and engagement with the stream can range from hours to days, or even to the weekly timescaleToday MarketingDigest and interpret rather than simply monitor and respondGenerate live insights from millions of messages and incorporate these insights into their thinking and behavior on an hourly to daily basis.Leverage social analytics, real-time data mining, and live visualization tools to facilitate insightBut Stage Two organization response times are still not realtime. Instead of seconds or minutes their responses often take hours or even days and that’s not fast enough anymoreNow MarketingIncredibly rare, but growingAble to monitor, make sense of, and then engage intelligently with the Stream, all in realtime.Detect, measure, analyze, reason, and respond to signals in the Stream in from seconds to minutes, or at most within a hour. Feedback LoopPyrimid: Sense, Analyze, RespondSenseFirst a social signal is sensed. It might be a breaking story rumor, a complaint by an influencer, a change in customer perception or audience sentiment, a shift in engagement levels, a crisis, or a sudden new trend or opportunity.AnalyzeThe social signal is analyzed in realtime to make sense of it and understand what drives it, and what it drives. This requires new live social discovery and analytics capabilitiesRespondAn intelligent social response (itself a social signal) is generated across one or more channels within seconds to minutesA reply may be sent to a customer, an alert may be sent to a team, a new content may be synthesized and published, ad campaign targeting may be adjusted or the tone of social messaging may be modified, prices may be adjusted, and even policies may be changed – all in realtimeThink Like a Media EmpireSocial media is media, but it’s different. It’s two-way, live, participatory and collaborative. Everyone is a part of it and everything is connected to it. Brands that want to lead have to gather intelligence constantly, using social media. They have to create content, share it, and engage. They have to keep their fingers on the pulse of their markets and culture in general in order to remain relevant and timely. They have to respond to a huge influx of questions, opinions, complaints, suggestions, leads. And they have to do this across many platforms and channels at once, in real-time. Nike and Redbull as examples (can we think of others where we have more to show or say...?)CONCLUSION TO PART II: nobody has been able to do any of this well … Until now (Bottlenose is solving that).
  • Feedback LoopPyrimid: Sense, Analyze, RespondSenseFirst a social signal is sensed. It might be a breaking story rumor, a complaint by an influencer, a change in customer perception or audience sentiment, a shift in engagement levels, a crisis, or a sudden new trend or opportunity.AnalyzeThe social signal is analyzed in realtime to make sense of it and understand what drives it, and what it drives. This requires new live social discovery and analytics capabilitiesRespondAn intelligent social response (itself a social signal) is generated across one or more channels within seconds to minutesA reply may be sent to a customer, an alert may be sent to a team, a new content may be synthesized and published, ad campaign targeting may be adjusted or the tone of social messaging may be modified, prices may be adjusted, and even policies may be changed – all in realtimeThink Like a Media EmpireSocial media is media, but it’s different. It’s two-way, live, participatory and collaborative. Everyone is a part of it and everything is connected to it. Brands that want to lead have to gather intelligence constantly, using social media. They have to create content, share it, and engage. They have to keep their fingers on the pulse of their markets and culture in general in order to remain relevant and timely. They have to respond to a huge influx of questions, opinions, complaints, suggestions, leads. And they have to do this across many platforms and channels at once, in real-time. Nike and Redbull as examples (can we think of others where we have more to show or say...?)CONCLUSION TO PART II: nobody has been able to do any of this well … Until now (Bottlenose is solving that).
  • Case studies, examplesRazorfishState of the UnionA large sports brand (Nike)Fleishman HillardBlack Box ...General Motors
  • END -- Thanks
  • Fixing filterfailure novasxsw13_deckv3

    1. 1. FIXING FILTER ENGAGING THEFAILURE GLOBAL MINDNOVA SPIVACK SXSW 2013
    2. 2. Nova SpivackCEO, Bottlenosehttp://bottlenose.com@novaspivack@bottlenoseapp#bottlenose
    3. 3. HOW TO TAP THEGLOBAL MINDFOR REAL-TIMEMARKETING
    4. 4. The Nowhas Changed • Shorter • Higher Resolution
    5. 5. The New NowZeptoseconds Milliseconds Seconds Months Years To To To To ToNanoseconds Seconds Minutes Quarters Decades
    6. 6. MORE ISHAPPENINGIN LESS TIME
    7. 7. clockrateTHE PULSE OFTHE NET ISGETTING FASTER
    8. 8. A cultural shiftA focus on thepresent rather thanpast or future.
    9. 9. Agriculture Industry Information Nature Machines DataA focus on A focus on A focus on the Past the Future the Present
    10. 10. NOWISM • Live Experiences • Real-Time Participation • Instant Gratification
    11. 11. PC Web StreamMonths Hours Seconds
    12. 12. THE NATURE OF THE STREAM IS UNLIKE ANY MEDIUM BEFORE IT.global, immediate,fully interactive
    13. 13. THE MESSAGIS THE MEDIUM
    14. 14. THE STREAM ISMORE LIVE &REALTIME THANTV & RADIO
    15. 15. THE STREAM ISALSOMORE NOISY
    16. 16. TOTALINFORMATION OVERLOAD
    17. 17. I get 13,000messages/day
    18. 18. ―It’s notinformation overloadIt’s FILTER FAILURE‖ - Clay Shirky
    19. 19. HOW DO WEMAKE SENSEOF THE STREAM?
    20. 20. 2014 SocialDiscovery 2013 SocialAnalytics 2012 SocialMonitoring Past Present Future
    21. 21. TAG CLOUDSARE NOTSUFFICIENT
    22. 22. NOWCASTING
    23. 23. ENGAGINGTHE STREAMis different
    24. 24. Think • ContinuousLike A monitoringMedia • Live content creationEmpir • Real-timee BUT IT’SSOCIAL MEDIA ISMEDIA, marketingDIFFERENT • Instant engagement
    25. 25. Stage 3“Now Marketing”Minutes to Seconds Stage 2“Day Marketing” Hours to Days Stage 1“Week Marketing” Weeks to Months
    26. 26. FEEDBACK LOOP
    27. 27. CASE Razorfish • State of the UnionSTUDIE • Brand Advertising S Fleishman-Hillard • General Motors • State of Illinois • Black Box More • Hollywood Report – Golden Globes • ADWEEK - Superbowl
    28. 28. Razorfish – NFL Promoted Tweets1. Real-time Social Data used to target NFL and NBA Twitter ads • Ad targeting is dynamically optimized to follow social conversation • Yielded 17.5% national engagement rate compared to 1-2% national average2. Matt Ryan real-time targeted promoted tweet campaign yielded 12.4% engagement3. Russell Wilson social ad campaign yielded 12.9% engagement - CONFIDENTIAL - 43
    29. 29. Razorfish – State of the Union 2013Live Marketing for NOLABELS during Stateof the Union 2013 • Used Bottlenose Sonar to piggyback on trending hashtags • Created live content to target hot topics and influencers • 17.5M impressions in Feb • 88% during SOTUSuccessfully achievednational visibility 44 - CONFIDENTIAL -
    30. 30. Fleishman-Hillard OSCARS 2013Black Box LiveMarketing Solution• Illinois Office of Tourism• Drive awareness of President Lincoln’s ties to Illinois• Created Lincoln Control Room to create live content from big data in real-time on Oscar night using FH’s black box.• 3,300 total social media engagements, over 131,000 YouTube video viewsResults• 3,300 total social media engagements, over 131,000 YouTube video views 45 - CONFIDENTIAL -
    31. 31. Fleishman-Hillard GM - Nerve CenterTransforming GM into asocial enterprise • Real-time social intelligence for every GM nameplate • Tracking of all GM competitors • In depth product line and feature analysis with positives and negative sentimentInstalling Nerve Center™real-time mission controlat GM HQ - CONFIDENTIAL - 46
    32. 32. THR Golden GlobesLive Content Analytics andBuzz Indexes for GoldenGlobes • Real-time editorial dashboards, photostreams, and Buzz indexes e.g. Best Designer, Best Host • Social reaction and sentiment to hosts, Clinton’s surprise entrance, presenter rankings and fashion mentionsResulted in exclusiveonline content for THR(two online articles) 47 - CONFIDENTIAL -
    33. 33. ADWEEK SuperbowlLive Content Analyticsand Buzz Indexes forthe Superbowl • Tracked live share of voice for each of the Superbowl 2012 ads • Measured sentiment in real-time for all Superbowl ads • Provided widget for ADWEEK / Youtube “AdBuzz” consumer siteResulted in exclusiveonline content forADWEEK 48 - CONFIDENTIAL -
    34. 34. FH + Bottlenose — Black Box Confidential - (c) Copyright Bottlenose Inc.3/13/2013 49 2012
    35. 35. Come see Black Box live at SXSW Four Seasons Lobby Black Box Lounge
    36. 36. THANKYOU!http://bottlenose. com@novaspivack@bottlenoseapp #bottlenose

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