Designing IA for AI - Information Architecture Conference 2024
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Frocomm 2012 - We all have influence somewhere - Jodee RIch
1. Frocomm 2012
We all have Influence Somewhere:
The next great Social Media transformation
Jodee Rich
CEO PeopleBrowsr
PeopleBrowsr Frocomm 2012 - Jodee Rich CEO | PeopleBrowsr 1
2. “A PC on every desktop in every
home”
PeopleBrowsr Frocomm 2012 - Jodee Rich CEO | PeopleBrowsr 2
4. Social Media Strategy
LISTEN ENGAGE INFLUENCE
AMPLIFY
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5. Social Media Stats
10,000 posts/second
Over 10 Billion Conversations- 1% Gold 100% Real
Millions of Small related Networks
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6. BIG PICTURE
Human Socialization
Swinging through the trees…
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7. BIG PICTURE
Emerging from the jungle with Language…
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8. BIG PICTURE
Thousands of years later we wrote it down…
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9. BIG PICTURE
PCs, the internet, mobile phones, GPS have come together
to enable a vast distributed data network of collective memory
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10. BIG PICTURE
A collective stream of intelligence…
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11. Little Brother
Connected Little Brothers will be a higher intelligence
than Big Brother
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13. An Inverted Orwellian Revolution
Little Brother has access to
vast amounts of data
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14. Social Vectors
SENTIMENT BREAKING
TRENDS
RELEVANCE INFLUENCE CONNECTEDNESS
TRUST
PERSONA
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15. Evolution of Influence
2009 number of Followers
2010 Followers and Engagement (RTs, @Replies)
2011 most number of Friends talking about the topic
PeopleBrowsr Frocomm 2012 - Jodee Rich CEO | PeopleBrowsr 15
17. Why did #QantasLuxury go negative?
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18. Why did #QantasLuxury go negative?
Full Blog Post
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19. SOCIAL VECTORS
Find Community Champions
Architect | Blogger | Cat Lover | Celebrities | CEO | Coffee
Lovers | Comcast | Comedy | Cool Brands | Dancers | Dating
| Doctor | Dog Lovers | Engineer | Extreme Sports | Finance |
Food | Lawyer | Marketing | Mommy Bloggers | Musician |
News | Photography | Politics | Religion | Reporter | Social
Media | Sport | Travel | VIP | Wall St | Wine Lovers
People are 300% more likely to engage
when properly targeted
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20. SEARCH
Search
Topics, Locations, Communities
Hyper-target your search:
1. Select a community
2. Location
3. Topic
Create your own Community out of Bio keywords, specific
users, or mentioned Hashtags
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21. CASE STUDIES
TV Analytics
Social TV Analytics will eventually replace
Nielsen as the primary data used by Media
Buyers….
Here’s Why…
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22. CASE STUDIES
Objectives
Replace Nielsen rating system with Social Media Data
Identify TV Show preferences of the Social Audience
Implement traditional ratings with Social Data to
achieve more accurate results
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23. CASE STUDIES
The Test Case
Filter Social mentions of 900 major TV Shows in
the United States
Communities Composed of Social Media Users
related by their Affinities
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24. CASE STUDIES
The Solution
TV Show Identification
Search beyond exact Show Titles
AKAs
Typos
Characters Names
Actors Names
House OR Gregory House OR GregoryHouse OR Doctor
House OR DoctorHouse OR DrHouse OR Dr House OR
Doctor Cuddy OR DoctorCuddy OR DrCuddy OR Lisa
Cuddy OR Hugh Laurie OR ….
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25. CASE STUDIES
The Solution
TV Show Identification
Filter out noise and irrelevant results
Contextual
Proximity
Exclusions
NOT the house OR my house OR your house OR *s house
OR this house OR that house OR cleaning OR for sale OR
buying OR sold OR bought OR dog house OR our house OR
full house OR fire OR leave OR party OR white OR …
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26. CASE STUDIES
The Solution
Communities
Identify demographics through
Declared Age
Marital Status
Profession
Followers of account
Under18 = (student OR freshman OR junior OR senior)
AND (list of 18K high schools) OR in high school OR I’m 6-
17 years old OR I’m a teenager OR student of (high
schools) OR studying for the ACTs OR learning to drive
OR I want a fake ID OR …
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27. CASE STUDIES
Data Size
Total number of TV Show mentions since January 2011
30 Million
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28. CASE STUDIES
Data Size
Number of people in each Community
Community # Observed Community # Observed
Under 18 1,615,107 $100k+ HHI 346.537
19-24 412.479 Allergy sufferers 134.585
25-35 1,636,156 Tech 5,111,413
Moms 370,762 Adventure + Tech 1,673,600
Heavy Searcheru. 18 132,231 Active Investors 5,127
Outdoor
Heavy Searchers 19-24 40,980 139,121
Adventurers
Heavy Searchers 25-35 201,238
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29. CASE STUDIES
TV Shows Analytics
TV Show: 60 Minutes
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30. CASE STUDIES
TV Shows Analytics
Community: Under 18
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31. CASE STUDIES
Network TEN Breakfast Show
At 4am…
The Breakfast team explore what was trending
last night
Generate Action Analytics on the fly around the
topic
Select relevant tweets to display
Generate online and broadcasting graphics
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33. We All Have Influence Somewhere
Our main Influencers are everyday people
and networks of friends.
Small Close Networks of normal people
are the Rock Stars of Influence.
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35. KRED
What Is Kred?
Kred is Measurable Influence
Kred measures Influence and Outreach in communities connected by
interests and affinities.
We sift 1,000 days of data, billions of tweets and keywords, topics,
hashtags and personal connections to calculate Kred.
Influence
Measures the ability to inspire action from others
like retweeting, replies or new follows
Outreach
Measures generosity and rewards actions like
engagement and willingness to spread a
message
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37. KRED
Recent Activity
The only transparent influence measurement
A record of every interaction, a full view of anyone’s social presence
Post and earn points directly from their Recent Activity
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38. KRED
CommunityKred
Select a community, see its Kred and
discover its top Influence and Outreach leaders
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45. Brand Health Weekly Report
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46. Kred API
Identity Archive API
Returns for any @name:
Top Communities Replies Received
#Hashtag Cloud @Name RT
@Name Cloud # of @Names Mentioned by
Links Posted @Name
@Names Mentioned by
Word Cloud
@Name
Replies Sent
Friend and Follower Count
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47. We All Have Influence Somewhere
Small Close Networks of normal people
are Web 3.0…..
PeopleWeb
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48. WEB 3.0 PEOPLEWEB
The Social Web is controlled by Three
Players
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49. WEB 3.0 PEOPLEWEB
The Social Web is controlled by Three
Players…
One Player has over 90% market
share
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50. WEB 3.0 PEOPLEWEB
The Social Web is controlled by Three
Players…
One Player has over 90% market
share
A Billion Users
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51. WEB 3.0 PEOPLEWEB
The Social Web is controlled by Three
Players…
One Player has over 90% market
share
A Billion Users
Closed
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52. WEB 3.0 PEOPLEWEB
The Next Ten Years….
Option A
Closed
More clicks inside the
container than out
Email
Pics
IM
Banking
Jobs…..
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53. WEB 3.0 PEOPLEWEB
The Next Ten Years….
Option A Option B
Closed Open
More clicks inside the Diverse
container than out
Email
Pics
IM
Banking
Jobs…..
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54. WEB 3.0 PEOPLEWEB
Problems to Solve for
Developers Networks Enterprise & End Users
Government
I want to
Container Connectivity Access control my own
Connectivity data
Access Rapid Build Standards I want to
monetise my
Standards Access Collaboration own data
Attach Standards I want to merge
Metadata and filter
networks
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55. Swinging through the trees…Language evolved
…The Internet became an
Open PeopleWeb
http://slidesha.re/fro12kred
@WingDude
JodeeRich@PeopleBrowsr.com
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