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RATEOCRACY:
When Everyone and Everything Has a Rating

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@robertpmoran
@ccarfi
Follow Along

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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
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What is Rateocracy?

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Numeric Ratings
Transparent
In Real-Time

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Every Person
Every Product
Every Place

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Where Trends Intersect

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Rateocracy in Perspective.

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We’re well on our way.
Products
and Services
Employers
Educators

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And, we’re already endorsing others online.

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Some firms have tried.

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... And failed

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Future Scenario 1:
“Hello there, High-Roller (Rated Person)”

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It’s History.

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Future Scenario 2:
When Negative Ratings Become a Legal Matter

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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¥.”

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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

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Three Paths to Rateocracy
1. Niche by Niche
2. Middleware
3. Universal Rating Platform

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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.

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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

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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

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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

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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

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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

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What do you think about Google?
http://swp.it/wfs-01

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What do you think about
Google Glass?
http://swp.it/wfs-02

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What do you think about wearing
Google Glass in the shower?
http://swp.it/wfs-03

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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
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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

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BlogHer
http://www.blogher.com/do-you-follow-food-trends-which-ones

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Markets For Good

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Building Rateocracy into the Product

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P2P / Sharing economy implications
Lenders Borrowers
Shared items

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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

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The inevitable future
Your friend John Sebastian
current world evaluation
+3.7 see scores

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Thank you!
http://www.brunswickgroup.com
http://www.swipp.com
@robertpmoran
@ccarfi