The document discusses the challenges and tactics related to the authenticity of online reviews and social media engagement. It highlights the prevalence of fake reviews, particularly on platforms like Yelp and Facebook, where a significant percentage of online reviews are considered phony or biased. Additionally, it touches upon the implications for businesses relying on these reviews for competitive advantage and customer engagement.

1. Pharma Chatter
Capturing and managing non-traditional information for Competitive
Advantage.
Tips for leveraging chatter from outside, and inside, the enterprise.
SLA 2012 - Monday July 16th - Noon to 1:30 PM
Jordan Frank
VP Sales and BD
& Chief Emergineering Officer
jfrank@tractionsoftware.com
@jordanfrank

2. What’s this?

3. A grain of salt!

4. A grain of salt!
Take it with you when analyzing
anything on the web

5. February 8, 2011
JCPenny.com

6. February 8, 2011
JCPenny.com
Ranked 1.3 on 59 Search Terms
from bedding to sweater dresses

7. February 8, 2011
JCPenny.com
Ranked 1.3 on 59 Search Terms
from bedding to sweater dresses
The New York Times - February 2, 2011 - The Dirty Little Secrets of Search

8. February 8, 2011
JCPenny.com
Ranked 1.3 on 59 Search Terms
from bedding to sweater dresses
The New York Times - February 2, 2011 - The Dirty Little Secrets of Search
http://www.nytimes.com/2011/02/13/business/13search.html?pagewanted=1&_r=1

9. February 10, 2011
JCPenny.com

10. February 10, 2011
JCPenny.com
Ranked 52 on 59 Search Terms
from bedding to sweater dresses.

11. February 10, 2011
JCPenny.com
Ranked 52 on 59 Search Terms
from bedding to sweater dresses.
Punished for “black hat” SEO

12. Today

13. Today
Ranks at ?

14. Today
Ranks at ?
But is 2nd
Google Ad

15. Need someone to price shop?
Monitor a discussion board?
Hire a Turk!
https://www.mturk.com

16. Need a fake review? A Like or a Link?
Hire a Turk!

17. Need a fake review? A Like or a Link?
Hire a Turk!
ReadWriteWeb - December 16th, 2010 - 40% of New Turks Work Requests Are Note for Spamming

18. Need a fake review? A Like or a Link?
Hire a Turk!
ReadWriteWeb - December 16th, 2010 - 40% of New Turks Work Requests Are Note for Spamming
http://www.readwriteweb.com/archives/study_40_of_new_mechanical_turkers_work_requests_a.php

19. Need a fake review? A Like or a Link?
Hire a Turk!
ReadWriteWeb - December 16th, 2010 - 40% of New Turks Work Requests Are Note for Spamming
http://www.readwriteweb.com/archives/study_40_of_new_mechanical_turkers_work_requests_a.php
A Computer Scientist in Business School

20. Need a fake review? A Like or a Link?
Hire a Turk!
ReadWriteWeb - December 16th, 2010 - 40% of New Turks Work Requests Are Note for Spamming
http://www.readwriteweb.com/archives/study_40_of_new_mechanical_turkers_work_requests_a.php
A Computer Scientist in Business School
http://www.behind-the-enemy-lines.com/2010/12/mechanical-turk-now-with-4092-spam.html

21. Need a fake review? A Like or a Link?
Hire a Turk!
41% of Human Intelligence Tasks
on Mechanical Turk were
classifiable as Spam
ReadWriteWeb - December 16th, 2010 - 40% of New Turks Work Requests Are Note for Spamming
http://www.readwriteweb.com/archives/study_40_of_new_mechanical_turkers_work_requests_a.php
A Computer Scientist in Business School
http://www.behind-the-enemy-lines.com/2010/12/mechanical-turk-now-with-4092-spam.html

22. Want Help with Yelp?
Got 550 Euros?

23. Want Help with Yelp?
Got 550 Euros?
“a company based out of Madagascar, hires out one of its
full-time 75 employees for 550 euros a month. That single
person is capable of dropping 25,000 fake reviews in
three months”

24. Want Help with Yelp?
Got 550 Euros?
“a company based out of Madagascar, hires out one of its
full-time 75 employees for 550 euros a month. That single
person is capable of dropping 25,000 fake reviews in
three months”
Eater.com - March 29, 2012 - Shady Company Offers Fake Yelp Reviews for $495

25. Want Help with Yelp?
Got 550 Euros?
“a company based out of Madagascar, hires out one of its
full-time 75 employees for 550 euros a month. That single
person is capable of dropping 25,000 fake reviews in
three months”
Eater.com - March 29, 2012 - Shady Company Offers Fake Yelp Reviews for $495
http://eater.com/archives/2012/03/29/shady-company-offers-fake-yelp-reviews-for-495.php

26. Can’t Trust This

27. Can’t Trust This
As many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, a
computer science professor at the University of Illinois in Chicago who develops
software to detect fake reviews. Liu said the challenge for Yelp and other review sites is
in keeping pace with the latest tactics. "It's going to be a problem forever
because the incentive is too high," he said.

28. Can’t Trust This
As many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, a
computer science professor at the University of Illinois in Chicago who develops
software to detect fake reviews. Liu said the challenge for Yelp and other review sites is
in keeping pace with the latest tactics. "It's going to be a problem forever
because the incentive is too high," he said.
Members of South Bay BNI — a chapter of an international business networking group
based in Upland — said they were unaware of that ban (on networking groups backing
eachother) when they hatched their plan to buck up one another on Yelp.

29. Can’t Trust This
As many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, a
computer science professor at the University of Illinois in Chicago who develops
software to detect fake reviews. Liu said the challenge for Yelp and other review sites is
in keeping pace with the latest tactics. "It's going to be a problem forever
because the incentive is too high," he said.
Members of South Bay BNI — a chapter of an international business networking group
based in Upland — said they were unaware of that ban (on networking groups backing
eachother) when they hatched their plan to buck up one another on Yelp.
"I got good calls from Yelp once a day," Levine said. He returned the favor with positive
comments for their businesses

30. Can’t Trust This
As many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, a
computer science professor at the University of Illinois in Chicago who develops
software to detect fake reviews. Liu said the challenge for Yelp and other review sites is
in keeping pace with the latest tactics. "It's going to be a problem forever
because the incentive is too high," he said.
Members of South Bay BNI — a chapter of an international business networking group
based in Upland — said they were unaware of that ban (on networking groups backing
eachother) when they hatched their plan to buck up one another on Yelp.
"I got good calls from Yelp once a day," Levine said. He returned the favor with positive
comments for their businesses
BNI members said they were stunned in June when Yelp pulled their comments.

31. Can’t Trust This
As many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, a
computer science professor at the University of Illinois in Chicago who develops
software to detect fake reviews. Liu said the challenge for Yelp and other review sites is
in keeping pace with the latest tactics. "It's going to be a problem forever
because the incentive is too high," he said.
Members of South Bay BNI — a chapter of an international business networking group
based in Upland — said they were unaware of that ban (on networking groups backing
eachother) when they hatched their plan to buck up one another on Yelp.
"I got good calls from Yelp once a day," Levine said. He returned the favor with positive
comments for their businesses
BNI members said they were stunned in June when Yelp pulled their comments.
"Yelp picks and chooses how they want to apply things for their own best interests,"
Lee said. "They say it's an unbiased, fair system for reviews, but they manipulate it as
well."

32. Can’t Trust This
As many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, a
computer science professor at the University of Illinois in Chicago who develops
software to detect fake reviews. Liu said the challenge for Yelp and other review sites is
in keeping pace with the latest tactics. "It's going to be a problem forever
because the incentive is too high," he said.
Members of South Bay BNI — a chapter of an international business networking group
based in Upland — said they were unaware of that ban (on networking groups backing
eachother) when they hatched their plan to buck up one another on Yelp.
"I got good calls from Yelp once a day," Levine said. He returned the favor with positive
comments for their businesses
BNI members said they were stunned in June when Yelp pulled their comments.
"Yelp picks and chooses how they want to apply things for their own best interests,"
Lee said. "They say it's an unbiased, fair system for reviews, but they manipulate it as
well."
LA Times - July 4, 2012 - Yelp Reviews: Can You Trust Them

33. Can’t Trust This
As many as 4 out of 10 online reviews are phony or biased in some way, said Bing Liu, a
computer science professor at the University of Illinois in Chicago who develops
software to detect fake reviews. Liu said the challenge for Yelp and other review sites is
in keeping pace with the latest tactics. "It's going to be a problem forever
because the incentive is too high," he said.
Members of South Bay BNI — a chapter of an international business networking group
based in Upland — said they were unaware of that ban (on networking groups backing
eachother) when they hatched their plan to buck up one another on Yelp.
"I got good calls from Yelp once a day," Levine said. He returned the favor with positive
comments for their businesses
BNI members said they were stunned in June when Yelp pulled their comments.
"Yelp picks and chooses how they want to apply things for their own best interests,"
Lee said. "They say it's an unbiased, fair system for reviews, but they manipulate it as
well."
LA Times - July 4, 2012 - Yelp Reviews: Can You Trust Them
http://www.latimes.com/business/la-fi-yelp-reviews-20120704,0,1099294,full.story

34. Did people really like a company?
Biogen has 1096
Employees? Customers?
Robots?
Either way, can’t beat a fake
bagel company...

35. Did people really like a company?
Biogen has 1096
Employees? Customers?
Robots?
Either way, can’t beat a fake
bagel company...
http://www.facebook.com/pages/Biogen-Idec/109376972422800

36. Legit Adverts Attract Fake Likes?
Virtual Bagel

37. Bagel Adverts: Real $$, Fake Likes
Within 24 hours, VirtualBagel had acquired over 1,600 likes, despite the fact that the
page offered no products and no interesting content.
The statistics showed that the page was most popular in Cairo, with 75% of "likes"
coming from 13 to 17-year-olds.
Mr Ronaldo also likes more than 3,000 other pages.
----------
Earlier this year Facebook revealed that about 5-6% of its 901 million users might be
fake - representing up to 54 million profiles.
Mr Tinmouth asked Facebook to investigate the issue of questionable profiles after one
of his clients refused to pay for his adverts on the basis they had not reached "real
people". The company told him that the majority were authentic, and refused to meet
him to discuss a refund.

38. Bagel Adverts: Real $$, Fake Likes
Within 24 hours, VirtualBagel had acquired over 1,600 likes, despite the fact that the
page offered no products and no interesting content.
The statistics showed that the page was most popular in Cairo, with 75% of "likes"
coming from 13 to 17-year-olds.
Mr Ronaldo also likes more than 3,000 other pages.
----------
Earlier this year Facebook revealed that about 5-6% of its 901 million users might be
fake - representing up to 54 million profiles.
Mr Tinmouth asked Facebook to investigate the issue of questionable profiles after one
of his clients refused to pay for his adverts on the basis they had not reached "real
people". The company told him that the majority were authentic, and refused to meet
him to discuss a refund.
Facebook ‘Like’ Adverts Tested with Virtual Bagel Experiment

39. Bagel Adverts: Real $$, Fake Likes
Within 24 hours, VirtualBagel had acquired over 1,600 likes, despite the fact that the
page offered no products and no interesting content.
The statistics showed that the page was most popular in Cairo, with 75% of "likes"
coming from 13 to 17-year-olds.
Mr Ronaldo also likes more than 3,000 other pages.
----------
Earlier this year Facebook revealed that about 5-6% of its 901 million users might be
fake - representing up to 54 million profiles.
Mr Tinmouth asked Facebook to investigate the issue of questionable profiles after one
of his clients refused to pay for his adverts on the basis they had not reached "real
people". The company told him that the majority were authentic, and refused to meet
him to discuss a refund.
Facebook ‘Like’ Adverts Tested with Virtual Bagel Experiment
http://www.bbc.com/news/technology-18822971

40. Bagel Adverts: Real $$, Fake Likes
Within 24 hours, VirtualBagel had acquired over 1,600 likes, despite the fact that the
page offered no products and no interesting content.
The statistics showed that the page was most popular in Cairo, with 75% of "likes"
coming from 13 to 17-year-olds.
Mr Ronaldo also likes more than 3,000 other pages.
----------
Earlier this year Facebook revealed that about 5-6% of its 901 million users might be
fake - representing up to 54 million profiles.
Mr Tinmouth asked Facebook to investigate the issue of questionable profiles after one
of his clients refused to pay for his adverts on the basis they had not reached "real
people". The company told him that the majority were authentic, and refused to meet
him to discuss a refund.
Facebook ‘Like’ Adverts Tested with Virtual Bagel Experiment
http://www.bbc.com/news/technology-18822971
BBC News - July 12, 2012 - Facebook Likes and Adverts Value Doubted

41. Bagel Adverts: Real $$, Fake Likes
Within 24 hours, VirtualBagel had acquired over 1,600 likes, despite the fact that the
page offered no products and no interesting content.
The statistics showed that the page was most popular in Cairo, with 75% of "likes"
coming from 13 to 17-year-olds.
Mr Ronaldo also likes more than 3,000 other pages.
----------
Earlier this year Facebook revealed that about 5-6% of its 901 million users might be
fake - representing up to 54 million profiles.
Mr Tinmouth asked Facebook to investigate the issue of questionable profiles after one
of his clients refused to pay for his adverts on the basis they had not reached "real
people". The company told him that the majority were authentic, and refused to meet
him to discuss a refund.
Facebook ‘Like’ Adverts Tested with Virtual Bagel Experiment
http://www.bbc.com/news/technology-18822971
BBC News - July 12, 2012 - Facebook Likes and Adverts Value Doubted
http://www.bbc.com/news/technology-18813237

42. Getting Klout
Preach to the Choir
“Also, I’ll let you in on a little secret: The folks with the highest
Klout scores are social media types that are followed by other
social media types (it’s kind of a vicious cycle). So unless that’s
your target audience (and I seriously doubt it is, because why
would it be?), you’re not only courting the wrong people, you’re
pissing off and alienating your REAL target audience by ignoring
them.’’

43. Getting Klout
Preach to the Choir
“Also, I’ll let you in on a little secret: The folks with the highest
Klout scores are social media types that are followed by other
social media types (it’s kind of a vicious cycle). So unless that’s
your target audience (and I seriously doubt it is, because why
would it be?), you’re not only courting the wrong people, you’re
pissing off and alienating your REAL target audience by ignoring
them.’’
Medi Bistro Ki;u 15, 2012

44. Getting Klout
Preach to the Choir
“Also, I’ll let you in on a little secret: The folks with the highest
Klout scores are social media types that are followed by other
social media types (it’s kind of a vicious cycle). So unless that’s
your target audience (and I seriously doubt it is, because why
would it be?), you’re not only courting the wrong people, you’re
pissing off and alienating your REAL target audience by ignoring
them.’’
Medi Bistro Ki;u 15, 2012
http://www.mediabistro.com/alltwitter/customer-service-klout_b24145

45. So, what are the positive signals
The Bread Crumbs

46. So, what are the positive signals
The Trends
Algorithms or data may not
be “correct” or complete,
but if its consistently
measured it offers direction
Big spikes like these in Google trends are most often news driven,
but social media amplified

47. Social Media for the Enteprise?
E2.0 is not W2.0
18

48. Social Media for the Enteprise?
E2.0 is not W2.0
There’s an E for a reason
18

49. Social Media for the Enteprise?
E2.0 is not W2.0
There’s an E for a reason
Drivers are different, work process is
different, incentives are different.
18

50. TeamPage Examples In the Pharma
Competitive Intelligence - Capture and distribute secondary and primary
source information in a community of intelligence.
Regulatory Intelligence - Synthesize regulatory news which may impact
Standard Operating Procedures, distribute with recommendations.
Business Development - Document companies, contacts, opportunities.
Track opportunities through stages.
Research Teams - Documentation, note taking and communication
management.
Glossary - Wiki type glossary of Standard Operating Procedure Terms
Presentation / Conference Info Base - Share, store and search
presentations and PDFs generated internally and gathered from conferences
19

51. Illustrative Screenshot
Beyond activity feeds:
easily organize
information flow,
encourage participation,
feature timeless content
like product profiles
20

52. Gauging Impact:
How many times is any
one email read?

53. Maybe 0.5, if you are lucky.
What if that number
could be 35?

54. Defense Contractor Case Study
“Wiki” of:
- Past performance
- Proposal library
- More
In 1 year for < 100 Users
“Blog” of:
121,495 total actions
- Announcements (internal)
353 Reads per day
- Press releases (external)
35 Reads for every post
- More Tag / Edit > Post
23

55. Start your TeamPage Trial on the cloud
or download free 5 user version
www.tractionsoftware.com

56. Jordan Frank
VP Sales and BD
Chief Emergineering Officer
jfrank@tractionsoftware.com
401-528-1145
Any Questions?
Start your TeamPage Trial on the cloud
or download free 5 user version
www.tractionsoftware.com