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

896 views

Published on

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

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
896
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. HUMAN SOCIALISATION & the role of Social Media ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  2. 2. ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  3. 3. HUMAN SOCIALISATION Swinging through the trees.. ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  4. 4. HUMAN SOCIALISATION Emerging from the jungle with Language ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  5. 5. HUMAN SOCIALISATION Thousands of years later we wrote it down ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  6. 6. HUMAN SOCIALISATION PCs, the internet, cell phones have come together to enable a vast distributed network of human intelligence ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  7. 7. HUMAN SOCIALISATION A Persistent Stream of Consciousness.. ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  8. 8. HUMAN SOCIALISATION Established Industry, the Stream and the Cloud ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  9. 9. HUMAN SOCIALISATION Persistent Social Framework displaces Industry ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  10. 10. HUMAN SOCIALISATION Government Intervention ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  11. 11. HUMAN SOCIALISATION Stream Dries up… ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  12. 12. HUMAN SOCIALISATION OR Industry adapts.. ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  13. 13. YEARS TO REACH 50 MILLION SUBSCRIBERS Radio 38 Years TV 13 Years Facebook 100 Million in less than 9 months Source: Socialnomics09 ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  14. 14. PERCEPTION FOUR YEARS AGO… “That’s what social networking is all about: worshipping at the Altar of Self.” nothing more than an exercise in unashamed public vanity for the Look at Me generation” Sandra Lee in The Sunday Telegraph - May 25, 2008 ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  15. 15. no longer a fad.. It is a fundamental way we communicate ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  16. 16. 1 YEAR OF TWITTER TRAFFIC: Now at 50 Million Tweets/day View chart and stats on analytic.ly ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  17. 17. STREAM SIZE 2012: IT IS DAVID AND GOLIATH Next to Facebook, the Twitter Stream is still small ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  18. 18. 1 MILLION BRAND MENTIONS PER DAY ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  19. 19. OPENNESS Little Twitter is dragging the others out of the cave and into the open ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  20. 20. OPENNESS Because it is open, the Twitter Stream will become the core transport layer for rich MetaData and Cross Network Links ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  21. 21. 1% Gold 100% Real ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  22. 22. SOCIAL VECTORS Persona Breaking Trends Sentiment Influence and Engagement Trust Relevance Connectedness – Degrees of Separation ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  23. 23. PERSONA Individual Profiling and Metadata Analysis BIO data Location Gender Interests Twitter Lists Advocates and Critics ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  24. 24. BREAKING TRENDS How to leverage live trends Matching themes Influencers buzz Audience word clouds Industry trends Competitors mentions Shared links ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  25. 25. SENTIMENT How to transform positive and negative sentiment into value Engage with users Manage unhappy customers Build VIP Advocates Identify critics Customers support ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  26. 26. INFLUENCE AND ENGAGEMENT Influencer targeting to get in touch with opinion leaders Followers and Following Relationships Points of engagement Klout Scores Advocates and Critics ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  27. 27. TRUST How to find most relevant Tweets Influence Geo-Locations Degrees of Separation Engagement Gender Metadata ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  28. 28. RELEVANCE How to find most relevant Tweets and Users Matching keywords in Tweets Matching Location Matching keywords in BIO Relationships Shared Links ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  29. 29. CONNECTEDNESS Degrees of Separation to spot hub users Number of connections Number of interactions Mutual Friends Relationships Shared Links ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  30. 30. OBJECTIVE: Seek an effective way to measure brand sentiment accurately. METRIC: The goal is to find a list of influencers speaking in both positive and negative terms and engage. Velocity ACTION: 10,000 Call center to respond to negative sentiment everyday Mentions/day filtered to 180 Meaningful comments ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  31. 31. INDUSTRY DISRUPTION News 24 of the Top 25 Newspapers are in decline ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen 47Wednesday, 27 June 12
  32. 32. INDUSTRY DISRUPTION News 24 of the Top 25 Newspapers are in decline Air France Flight 447 Disaster Tweets appeared 6 hours before Search Google Results ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  33. 33. INDUSTRY DISRUPTION Advertising 14% of the population Trust an Ad 78% Trust what their Friends say Source: Socialnomics09 ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  34. 34. INDUSTRY DISRUPTION Web Search Facebook has more traffic than Google Source: Socialnomics09 ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  35. 35. INDUSTRY DISRUPTION Web Search Facebook has more traffic than Google Social Media Search provides a better result than Google for links and recommendations ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  36. 36. INDUSTRY DISRUPTION Marketing and Brand Management Top 20 Brands on Twitter – April 2010 Source: http:// www.briansolis.com/ 2010/05/report- top-20-brands-on- twitter-april-2010/ ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  37. 37. INDUSTRY DISRUPTION Polling Why Poll when you can extract? Source: http://blogs.hbr.org/research/2010/05/why- gallup-when-you-can-tweet.html ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  38. 38. INDUSTRY DISRUPTION Entertainment ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  39. 39. THE NEXT TWO YEARS Its still early Days.. ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  40. 40. THE NEXT TWO YEARS Its very early Days “Google fears Facebook, Facebook fears Twitter, Twitter fears 4square, 4square fears two men in a garage” ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  41. 41. SCALE SMS is the benchmark SMS is over 7 Billion/day Twitter, Facebook and the other networks are still small, 150 Million posts/day combined ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  42. 42. DISTRIBUTION Links published in Posts on an interesting topic will have greater reach than links published in main stream News > ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  43. 43. CROSS PLATFORM INTEGRATION Mentions, RTs, … Blogs Mentions, … Pictures, Comments, … Profiles, Comments, … Connections, Comments Fan Pages Comments, Sharing,… Status Updates, Comments, … ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  44. 44. TWEETS PER CAPITA A new SocioEconomic KPI Source: PeopleBrowsr DataMine ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  45. 45. THE NEXT TWO YEARS The Conversation Stream becomes the Conversation Cloud ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  46. 46. THE NEXT TWO YEARS The Conversation Cloud becomes the Rich Metadata Cloud Social Media Stream will become the core backbone for people data ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  47. 47. EXPERIMENTAL APPS What can be built? Contextual Search and Post Cloud powered Q and A ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  48. 48. EXPERIMENTAL APPS ARTIFICIAL INTELLIGENCE What can be built? Artificial Intelligence was Artificial Intelligence = now Build a database of Questions and Answers from the about machine learning or CPU cycles Twitterverse For the first time we have a vast open database of Questions and Answers Crowdsource Questions without Answers – Lets turn the problem upside down.. Crowdflower Devote CPU cycles to contextual analysis and NLP ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  49. 49. Dashboard & Analytics ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  50. 50. Dashboard & Analytics Every search shows related and connected data in the form of images, videos, @names, #tags, RTs and URLs ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  51. 51. COLLECTIVE CONTRIBUTOR CONSCIOUSNESS ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12
  52. 52. REFERENCES This deck inspired by– www.tnoc.ch http://www.slideshare.net/peoplebrowsr/the- twitter-metadata-revolution-and-collective- www.myESR.org consciousness Socialnomics09 http://www.nytimes.com/external/readwriteweb/ 2010/05/17/17readwriteweb-twitter-forefather- Social Media in Plain English leaves-aims-to-disrupt-b-89770.html PeopleBrowsr Top 20 Brands Study http://blogs.hbr.org/research/2010/05/why- gallup-when-you-can-tweet.html http://www.briansolis.com/2010/05/report- top-20-brands-on-twitter-april-2010/ ©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssenWednesday, 27 June 12

×