SlideShare a Scribd company logo
RATEOCRACY:
When Everyone and Everything Has a Rating
2
@robertpmoran
@ccarfi
Follow Along
3
http://rwconnect.esomar.org/2012/11/01/rateocracy-and-its-impact-on-market-research/
http://www.wfs.org/futurist/may-june-2012-vol-46-no-3/%E2%80%9Crateocracy%E2%80%9D-and-corporate-reputation
1
2
4
What is Rateocracy?
5
Numeric Ratings
Transparent
In Real-Time
6
Every Person
Every Product
Every Place
7
Where Trends Intersect
8
Rateocracy in Perspective.
9
We’re well on our way.
Products
and Services
Employers
Educators
10
And, we’re already endorsing others online.
11
Some firms have tried.
12
... And failed
13
Future Scenario 1:
“Hello there, High-Roller (Rated Person)”
14
It’s History.
15
Future Scenario 2:
When Negative Ratings Become a Legal Matter
16
17
Fact Following Fiction
…She stood and extended her hand. “I’m Lil,” she said.
“Dan,” he said. “It’s a pleasure.”
I knew she was pinging his Whuffie and I caught her look of surprised disapproval.
Us oldsters who predate Whuffie know that it’s important; but to kids, it’s the world.
Someone without any is automatically suspect….
…I took out my dated apparat, with its retro walnut finish and its dusty screen blinking
with slow data, trying to get a read on whether there were any High Net Worth
Individuals in the room – last chance to find some new clients for my boss, Joshie,
after having found a grand total of one client during the whole year – but no one’s
face was famous enough to register on my display…
Vishnu worked my apparat until some RANKINGS came up. He helped me navigate
the data. “Out of seven males in the Community,” he said, gesturing around the bar,
“Noah’s the third hottest, I’m the fourth hottest, and Lenny’s the seventh.”
“You mean I’m the ugliest guy here?” I ran my fingers through the remnants of my
hair.
“But you’ve got a decent personality.” Vishnu comforted me, “and you’re second in
the who bar in terms of SUSTAINABILIT¥.”
18
Nine Implications for Corporations
1. New Balance of Power
2. Great Expectations
3. Corporate Leadership in a Transparent World
4. 24/7 Reputation Management
5. Tight Feedback Loop
6. Employees as Leading Indicators
7. Statistical Projectability
8. Information Trends
9. Rateocracy Meets Augmented Reality
19
Three Paths to Rateocracy
1. Niche by Niche
2. Middleware
3. Universal Rating Platform
20
Rating Products, Services, People and Places
Rating Class Anticipated Developments
Products Begins with consumer durables and expands to fast moving
consumer goods. As IoT develops, the ratings become
embedded in the product.
Services Begins with ratings services at the brand level.
Service Providers Evolves to include rating specific service providers (doctors,
lawyers, teachers, waiters, hair stylists, etc.)
Service Locations Rating specific service locations such as restaurants, automotive
service stations, convenience stores, etc.
People Already happening in the form of recommendations on
LinkedIN. Generally requires a social media platform, until
strong, universal facial recognition software is available.
Places Built on geolocation functions in mobile devices. Could allow
for heatmaps of cities that identify happy and sad places.
21
2011 2012 2013
Universal rating app created
by Milk Labs.
Reached 150,000 users, but
lasts only 5 months.
Started by former Googlers.
Bought by Yahoo! In 2012. Not a
rating app, but a recommendation
stamp.
Universal rating app
on an 11 point scale
(-5 to +5).
Universal Rating Platforms
22
The Rateocracy Mesh
People Brands Things
AirBnB, eBay,
Collaborative Economy
Credit Scores, Klout FitBit, QS
Yelp
S&P Ratings, Consumer
Reports
TBD
RelayRides KBB Check engine light
Kickstarter DNC, RNC TBD
TripAdvisor MIchelin TBD
People
Brands
Things
Ideas
Experiences
23
The Rateocracy Mesh
People Brands Things
AirBnB, eBay,
Collaborative Economy
Credit Scores, Klout FitBit, QS
Yelp
S&P Ratings, Consumer
Reports
TBD
RelayRides KBB Check engine light
Kickstarter DNC, RNC TBD
TripAdvisor MIchelin TBD
People
Brands
Things
Ideas
Experiences
These
24
The Rateocracy Mesh
People Brands Things
AirBnB, eBay,
Collaborative Economy
Credit Scores, Klout FitBit, QS
Yelp
S&P Ratings, Consumer
Reports
TBD
RelayRides KBB Check engine light
Kickstarter DNC, RNC TBD
TripAdvisor MIchelin TBD
People
Brands
Things
Ideas
Experiences
Rate these
25
The Rateocracy Mesh
People Brands Things
AirBnB, eBay,
Collaborative Economy
Credit Scores, Klout FitBit, QS
Yelp
S&P Ratings, Consumer
Reports
TBD
RelayRides KBB Check engine light
Kickstarter DNC, RNC TBD
TripAdvisor MIchelin TBD
People
Brands
Things
Ideas
Experiences
26
What do you think about Google?
http://swp.it/wfs-01
27
What do you think about
Google Glass?
http://swp.it/wfs-02
28
What do you think about wearing
Google Glass in the shower?
http://swp.it/wfs-03
29
Architecture
what do you think +4.3/345
From:
Canon
Canon EOS 7D
+3
Canon EOS 7D
swipp it
+4
Joe Thorson
I just created a Swipp Poll. Help me out and take the poll.
what do you think about the Canon
EOS 7D?
apps.facebook.com
30
30
Journey
Most companies
dabbling in social as a
communication
vehicle
Limited business
effectiveness
Vague and difficult to
measure results and
returns
Improve engagement
and interaction
Gather market
feedback and
quantifiable data
Get familiar with Social
Intelligence
Technical integration
and customer testing
Based on learnings,
integrate more deeply
and broadly
into:
•Extended comms
vehicles
•Campaigns and
initiatives
•Services
•Products
Business Intelligence
merges with Social
Intelligence to inform
business activities
Example:  
Amazon Studios /
Netflix use crowd
ratings and views to
determine properties
to develop and
distribute, disrupting
incumbent Studios
through increased
process efficiency and
risk mitigation
Social Intelligence
becomes an asset class
informing future
business relevance,
profit protection and
business sustainability.
Customer /
marketplace data
drives company
valuation
Stage 2
Experimental
Stage 3
Functional
Stage 4
Process
Integration
Stage 5
New Asset
Creation
Stage 1
Traditional
31
BlogHer
http://www.blogher.com/do-you-follow-food-trends-which-ones
32
Markets For Good
33
Building Rateocracy into the Product
34
P2P / Sharing economy implications
Lenders Borrowers
Shared items
35
The inevitable future
The Play Chicago
+3.7
Pedro’s Grill
+1.9
You just swipped
Times Square
+3.4 +4.1 2,346+3
YOUR SCORE INDEX TODAY (GMT) TRENDING SWIPPERS
SWIPPS WORLDWIDE
SCORE SPREAD
53,509
3,509
SWIPPS OVER TIME (GMT)
04.04.13
+5
0
-5
04.05.13 04.08.13 04.14.13 04.29.13
+5
+3
+2
+1
0
-3
-5
921
1520
4
34
3
3
2
+2.1
+3.5
+2.5
+4.1Times Square
+4.2
36
The inevitable future
Your friend John Sebastian
current world evaluation
+3.7 see scores
37
Thank you!
http://www.brunswickgroup.com
http://www.swipp.com
@robertpmoran
@ccarfi

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Rateocracy: When Everyone and Everything Has A Rating

  • 1. RATEOCRACY: When Everyone and Everything Has a Rating
  • 9. 9 We’re well on our way. Products and Services Employers Educators
  • 10. 10 And, we’re already endorsing others online.
  • 13. 13 Future Scenario 1: “Hello there, High-Roller (Rated Person)”
  • 15. 15 Future Scenario 2: When Negative Ratings Become a Legal Matter
  • 16. 16
  • 17. 17 Fact Following Fiction …She stood and extended her hand. “I’m Lil,” she said. “Dan,” he said. “It’s a pleasure.” I knew she was pinging his Whuffie and I caught her look of surprised disapproval. Us oldsters who predate Whuffie know that it’s important; but to kids, it’s the world. Someone without any is automatically suspect…. …I took out my dated apparat, with its retro walnut finish and its dusty screen blinking with slow data, trying to get a read on whether there were any High Net Worth Individuals in the room – last chance to find some new clients for my boss, Joshie, after having found a grand total of one client during the whole year – but no one’s face was famous enough to register on my display… Vishnu worked my apparat until some RANKINGS came up. He helped me navigate the data. “Out of seven males in the Community,” he said, gesturing around the bar, “Noah’s the third hottest, I’m the fourth hottest, and Lenny’s the seventh.” “You mean I’m the ugliest guy here?” I ran my fingers through the remnants of my hair. “But you’ve got a decent personality.” Vishnu comforted me, “and you’re second in the who bar in terms of SUSTAINABILIT¥.”
  • 18. 18 Nine Implications for Corporations 1. New Balance of Power 2. Great Expectations 3. Corporate Leadership in a Transparent World 4. 24/7 Reputation Management 5. Tight Feedback Loop 6. Employees as Leading Indicators 7. Statistical Projectability 8. Information Trends 9. Rateocracy Meets Augmented Reality
  • 19. 19 Three Paths to Rateocracy 1. Niche by Niche 2. Middleware 3. Universal Rating Platform
  • 20. 20 Rating Products, Services, People and Places Rating Class Anticipated Developments Products Begins with consumer durables and expands to fast moving consumer goods. As IoT develops, the ratings become embedded in the product. Services Begins with ratings services at the brand level. Service Providers Evolves to include rating specific service providers (doctors, lawyers, teachers, waiters, hair stylists, etc.) Service Locations Rating specific service locations such as restaurants, automotive service stations, convenience stores, etc. People Already happening in the form of recommendations on LinkedIN. Generally requires a social media platform, until strong, universal facial recognition software is available. Places Built on geolocation functions in mobile devices. Could allow for heatmaps of cities that identify happy and sad places.
  • 21. 21 2011 2012 2013 Universal rating app created by Milk Labs. Reached 150,000 users, but lasts only 5 months. Started by former Googlers. Bought by Yahoo! In 2012. Not a rating app, but a recommendation stamp. Universal rating app on an 11 point scale (-5 to +5). Universal Rating Platforms
  • 22. 22 The Rateocracy Mesh People Brands Things AirBnB, eBay, Collaborative Economy Credit Scores, Klout FitBit, QS Yelp S&P Ratings, Consumer Reports TBD RelayRides KBB Check engine light Kickstarter DNC, RNC TBD TripAdvisor MIchelin TBD People Brands Things Ideas Experiences
  • 23. 23 The Rateocracy Mesh People Brands Things AirBnB, eBay, Collaborative Economy Credit Scores, Klout FitBit, QS Yelp S&P Ratings, Consumer Reports TBD RelayRides KBB Check engine light Kickstarter DNC, RNC TBD TripAdvisor MIchelin TBD People Brands Things Ideas Experiences These
  • 24. 24 The Rateocracy Mesh People Brands Things AirBnB, eBay, Collaborative Economy Credit Scores, Klout FitBit, QS Yelp S&P Ratings, Consumer Reports TBD RelayRides KBB Check engine light Kickstarter DNC, RNC TBD TripAdvisor MIchelin TBD People Brands Things Ideas Experiences Rate these
  • 25. 25 The Rateocracy Mesh People Brands Things AirBnB, eBay, Collaborative Economy Credit Scores, Klout FitBit, QS Yelp S&P Ratings, Consumer Reports TBD RelayRides KBB Check engine light Kickstarter DNC, RNC TBD TripAdvisor MIchelin TBD People Brands Things Ideas Experiences
  • 26. 26 What do you think about Google? http://swp.it/wfs-01
  • 27. 27 What do you think about Google Glass? http://swp.it/wfs-02
  • 28. 28 What do you think about wearing Google Glass in the shower? http://swp.it/wfs-03
  • 29. 29 Architecture what do you think +4.3/345 From: Canon Canon EOS 7D +3 Canon EOS 7D swipp it +4 Joe Thorson I just created a Swipp Poll. Help me out and take the poll. what do you think about the Canon EOS 7D? apps.facebook.com 30
  • 30. 30 Journey Most companies dabbling in social as a communication vehicle Limited business effectiveness Vague and difficult to measure results and returns Improve engagement and interaction Gather market feedback and quantifiable data Get familiar with Social Intelligence Technical integration and customer testing Based on learnings, integrate more deeply and broadly into: •Extended comms vehicles •Campaigns and initiatives •Services •Products Business Intelligence merges with Social Intelligence to inform business activities Example:   Amazon Studios / Netflix use crowd ratings and views to determine properties to develop and distribute, disrupting incumbent Studios through increased process efficiency and risk mitigation Social Intelligence becomes an asset class informing future business relevance, profit protection and business sustainability. Customer / marketplace data drives company valuation Stage 2 Experimental Stage 3 Functional Stage 4 Process Integration Stage 5 New Asset Creation Stage 1 Traditional
  • 34. 34 P2P / Sharing economy implications Lenders Borrowers Shared items
  • 35. 35 The inevitable future The Play Chicago +3.7 Pedro’s Grill +1.9 You just swipped Times Square +3.4 +4.1 2,346+3 YOUR SCORE INDEX TODAY (GMT) TRENDING SWIPPERS SWIPPS WORLDWIDE SCORE SPREAD 53,509 3,509 SWIPPS OVER TIME (GMT) 04.04.13 +5 0 -5 04.05.13 04.08.13 04.14.13 04.29.13 +5 +3 +2 +1 0 -3 -5 921 1520 4 34 3 3 2 +2.1 +3.5 +2.5 +4.1Times Square +4.2
  • 36. 36 The inevitable future Your friend John Sebastian current world evaluation +3.7 see scores