The document discusses new trends in big data and social media in 2013, including increased use of geo-location data and greater transparency online. It emphasizes the need to develop the right frameworks and taxonomies to make data useful, such as deciding how public or private to be, how much metadata to include, and how much social connectedness is needed. The key is learning new vocabularies, processing information meaningfully before making decisions, and encoding information in a personal way that also speaks universal symbols.

1. Marshall Sponder
WebMetricsGuru INC
December 21st
2012, DragonSearchMarketing -
Kingston NY

2. 2013 Begins with A Brave New World
• New Big Data (end users maturing while platforms
become simpler, more user-friendly) & being a
Data Nerd is Cool.
• New Geo-Location mass adoption – (geofensing,
passive telepresence)
• New sense of TeliTransparency and
TeleIntelligence
• New Democratization of Knowledge
• “Every Thing” turns to a metric,
live with it!

3. Finding a New Way to work with Data
• Finding the New right approach (need a
“workspace” built to put the data onto and into –
much like a workbench with groves.
• Need Better Tools to operate on the data
• Need New Frameworks to assemble the data
• Need New ideas of what your looking for (hard to
look at information with no idea what you are going
to get out of it)
• All of this is encapsulated in what I
Call “continuums”

4. Defining Your Taxonomy is Key to
making Data useful
The following slides will explore ways to classify
information based on the issues we all have to deal
with. This is similar to what I teach at Rutgers
University Social Media for The Arts in a special
course I created.

5. Design of Rutgers Social Media For The Arts Fall 2012
Training the Artists of the Future

6. Find Your Passion

7. Know what to
Listen for
Before
Listening

8. Right taxonomies
• We need a way to look at information and decide
what we should do with it.
• Most platforms on the market will be unable to
provide the right taxonomies and workflow to get
much useful from them, that is what I found and
struggle with.
• So I came up with my own set of questions and
taxonomies.

9. Finding the Right Taxonomy
• Public vs. Private (put your thoughts out there
or keep them private)
• Metadata or Just Rich Media Data
• Massive Messaging or a few Strategic Messages
• Social Connectedness or Solo (how much? N
Degrees)
• Viral or Not and Why?
• Contextual Influentials vs. all around Influence

10. Finding the Right Approach
• Mine your Reputation – What is “out there” to be
known
• InstaStory – Images that say more with less
• Visual Storytelling – Telling stories built around
media and a “bigger story”.
• Share your location or Not?
• Learning to combing all the viewpoints into an
Analytics Framework
• Deciding what to do with the data and what action
is taken from it

11. The Public / Private Continuum
Wide Audience,
Small, Select or
possible
no audience
oversaturation
Level of Restrictive Control
No Privacy
Restrictions Can’t be found on
Social Media at all
Extrovert Introvert
The first thing we need to decide is how much information is
permissible about us to be shared and known with the World.
Use Monitoring Tools such as Radian6, Sysomos, Brandwatch and
gauge the level of online presence.

12. Public (everyone) vs. Private (a Fish out of Water)

13. Rich Metadata vs. No Metadata
High
Metadata No Metadata

14. Metadata is King

15. Need to ask yourself how much
Content is enough?

16. Social Connectedness or Solo

17. Massive Messaging or very Little ..
Too Much
Messaging Almost none

18. Viral or Not?

19. Viral Deconstructed – keep it short
and sweet , and …..
There are 16 concepts, known on the Internet as
“memes” that only videos that go viral have, in the
right combinations.
You need 3 of them combined in the right sequence

20. Mine your Reputation – What is “out
there” to be known about you

21. Contextual Influentials vs. all around
Influence (if there is such a thing)
Influence is all in context and timing …….

22. Repair the damage if you have to ..

23. Telling your Story with compelling
imagery and metadata

24. Figuring out the Story…. And telling it

25. Share Your Location, or Not?

26. Using Geo-location creatively, or not?
All kinds of possibilities ….

27. Analytics is Undervalued or Not?

28. So much to explore .. And little time
to organize it meaningfully

29. It all comes down to..
• Deciding where you need to make decisions (and
preparing information so you can decide on it).
• Learning a New Vocabulary of Meaning
• Processing the Information before us in a way that
will be helpful to us and those who depend on us.

30. Framing Decisions

31. Learning a New Vocabulary of
Meaning

32. Art is Encoding Information in a Personal New Way
(but it becomes important when it speaks Universal
symbols

33. Making Information Useful Means
Making it Your Own
• It’s the one thing none of the tools can offer you.
• It’s up to us to come up with our own lexicons and
taxonomies that make sense for what we need to
do.
• We need to take the Unstructured Social Stream
and combine it with other data and then use our
own Classifications.

34. Decide what the information is about
– and then decide how act on it

35. Questions

36. Marshall Sponder
WebMetricsGuru INC.
www.webmetricsguru.com
www.smabook.com
now.seo@gmail.com
@webmetricsguru
@smanalyticsbook
WebMetricsGuru INC.