spies and suits conference peoplebrowsr sept 2011
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Spies and Suits Jodee Rich CEO | PeopleBrowsr
PeopleBrowsr Spies and Suits 2011
Jodee RichCEO PeopleBrowsr
Spies and Suits Jodee Rich CEO | PeopleBrowsr 4
Social Media Stats
10,000 posts/second
Over 10 Billion Conversations - 1% Gold 100% Real
Millions of Small related Networks
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Swinging through the trees…
BIG PICTURE
Human Socialization
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Thousands of years later we wrote it down…
BIG PICTURE
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PCs, the internet, mobile phones, GPS have come together to enable a vast distributed data network of collective memory
BIG PICTURE
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Little BrotherConnected Little Brothers will be a higher intelligence than Big Brother
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An Inverted Orwellian Revolution
Little Brother has access tovast amounts of data
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Human ConnectednessViral Streams will add light fiber power to the Collective Intelligence
Small Networks close networks will be more powerful than individual Influencers
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Social Vectors
SENTIMENT BREAKING TRENDS
CONNECTEDNESS
PERSONA
RELEVANCE
TRUST
INFLUENCE
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Evolution of Influence
2009 number of Followers
2010 Followers and Engagement (RTs, @Replies)
2011 most number of Friends talking about the topic
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Cartoon Deck – Viral Influence
http://bit.ly/hFltVp
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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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Social TV Analytics will eventually replace Nielsen as the primary data used by Media Buyers….
Here’s Why…
CASE STUDIES
TV Analytics
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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
CASE STUDIES
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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
CASE STUDIES
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The Solution
Search beyond exact Show Titles
AKAs
Typos
Characters Names
Actors Names
TV Show Identification
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 ….
CASE STUDIES
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The Solution
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 …
TV Show Identification
CASE STUDIES
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The Solution
Identify demographics through
Declared Age
Marital Status
Profession
Followers of account
Communities
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 …
CASE STUDIES
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Data Size
Total number of TV Show mentions since January 2011
30 Million
CASE STUDIES
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Data Size
Number of people in each Community
Under 18 – 1,615,107
Age 19-24 – 412,479
Age 25-35 – 1,636,156
Moms – 370,762
Heavy Searchers U. 18 – 132,231
Heavy Searchers 19-24 – 40,980
Heavy Searchers 25-35 – 201,238
100K – 346,537
Allergy – 134,585
Tech – 5,111,413
Adventure + Tech – 1,673,600
Active Investors – 5,127
Adventurers/Outdoors – 139,121
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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 Searcher u. 18 132,231 Active Investors 5,127
Heavy Searchers 19-24 40,980 Outdoor Adventurers 139,121
Heavy Searchers 25-35 201,238
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TV Shows AnalyticsCommunities: Under 18
CASE STUDIES
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Data Flow - Communities
Firehose RabbitMQ
Xapian Search Indexer
Search Engine Communitiser
Text File
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Industry: Media Entertainment
Background: Creation of a Twitter report for studio executives/ impact of promo scheduling
Length of Engagement: 8 months
Goals:Evaluate the impact of traditional media on the social media sphere
PeopleBrowsr Solution: 180 days historical reporting with overlay of traditional ad schedule
CASE STUDIES
Ad MeasurementPerformance and Results:75,353
# of Tweets extracted for 180 days
12:30p & 7:00p Peak times of engagement
60/40 M/F demographic breakdown of tweets
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Performance and Results:
50%Percentage of total registrations from Twitter
5,000# of new followers
36%# of CTR
Industry: Computer Software
Background: Large software company aiming to promote itself on social media channels
Engagement: 12 months
Goals: Maximize participation to online seminars and increase awareness
PeopleBrowsr Solution: Extract all users aligned with SAP target audience; most influential selected for engagement
CASE STUDIES
Champions Campaign
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387,162 vs 99,124
Total Tweets 2011 Total Tweets 2010
From last year, total volume of Tweets mentioning Super Bowl brands increased 271%.
Doritos had the highest number of mentions in 2010 and was the 3rd top mentioned brand this year, with an 89% increase in volume in 2011.
In 2011, most social activity of all ads was in the Auto industry, represented by Volkswagon, Chrysler and Chevrolet.
2011 Super Bowl YTDCASE STUDIES
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Trend AnalyticsCASE STUDIES
Viral Analytics… RT Acceleration
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Trust TriangulationCASE STUDIES
Location
Influence
Kredentials
There is a young girl trapped in the basement
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Bot Detection Metrics
CASE STUDIES
Sent Post Count to @Name Mention
Ratio
Sent Post Count to Key word frequency
Velocity
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Human Border Trafficking in the Middle East
CASE STUDIES
Classified
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Influence and Outreach
Transparent Activity
Statement
Community Based
Group Kred
Kred
Outreach Meter
Fresh Content
Advisory Function
Detailed Analysis
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What is Kred?
Kred is measurable Influence
Kred offers separate metrics for Influence and Outreach.
Influence measures a user’s relative ability to inspire action from others like retweeting, replies or new follows.
Outreach measures generosity and rewards actions like interaction with others and willingness to spread the message.
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Kred Influence
Influence is the measure of what others do for you
It is reported to on a normalized 1,000 point scale.
Influence is measured by Retweets@repliesNew followsList followingFollow/following ratio
Influence is outbound – how you inspire others to take action.
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Kred Outreach
Outreach is the measure of generosity
Outreach points are based in levels and will increase infinitely as users interact and spread messages from others.
Outreach is measured by Retweets@repliesNew followsList following
Outreach represents how others inspire you to interact and engage.
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@WingDudeJodeeRich@PeopleBrowsr.com
Swinging through the trees…Language evolved
Little Brother will carry the next level of Human Evolution – Influencers and Authorities independent of Institutions
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