credibility and influence - adtech london 2011 - jodee rich

Credibility and Influence Jodee Rich CEO | PeopleBrowsr

Jodee RichCEO PeopleBrowsr

Credibility and Influence:Marketing to the NextGen of Social Networkers

AdTech London 2011

Credibility and Influence Jodee Rich CEO | PeopleBrowsr 3

Social Media Strategy

LISTEN ENGAGE INFLUENCE


Social Media Strategy

10,000 posts/second

1% Gold 100% Real

Cross disciplines PR, Marcom, Sales Customer Service

Monitoring in real time, no time for approval

Influencers


Over the next 24 months…

The Social Graph will be replaced by the..

Interest Graph – Influencers and Authorities


Swinging through the trees…

BIG PICTURE

Human Socialization


Emerging from the jungle with Language…

BIG PICTURE


Thousands of years later we wrote it down…

BIG PICTURE


PCs, the internet, mobile phones, GPS have come together to enable a vast distributed data network of collective memory

BIG PICTURE


A collective stream of intelligence…

BIG PICTURE


Little Brother


Little BrotherConnected Little Brothers will be a higher intelligence than Big Brother


An Inverted Orwellian Revolution

Little Brother has access tovast amounts of data


Human Connectedness

Viral Streams will add light fiber power to the Collective Intelligence


Social Vectors

SENTIMENT BREAKING TRENDS

CONNECTEDNESS

PERSONA

RELEVANCE

TRUST

INFLUENCE


Evolution of Influence

2009 number of Followers

2010 Followers and Engagement (RTs, @Replies)

2011 most number of Friends talking about the topic


Huffington Post Influence


Cartoon Deck – Viral Influence

http://bit.ly/hFltVp

http://bit.ly/hFltVp


Cartoon Deck – Viral Influence

http://slidesha.re/dXiPEa

34,343 views in 2 days

http://slidesha.re/dXiPEa


SOCIAL VECTORS

An Interest Graph is...A grouping of champions

A champion is...An influencer who has a wide audience of friends who are discussing a relevant topic


Social TV Analytics will eventually replace Nielsen as the primary data used by Media Buyers….

Here’s Why…

CASE STUDIES

TV Analytics


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


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


The Challenge

Refine millions of searches to identify content relevantto TV Shows

Create comprehensive filters to classify Communities based on demographic data

CASE STUDIES


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


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


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


Data Size

Total number of TV Show mentions since January 2011

30 Million

CASE STUDIES


TV Shows AnalyticsTV Show: 60 Minutes

CASE STUDIES


TV Shows AnalyticsCommunities: Under 18

CASE STUDIES


Vehicle Brands ReportCASE STUDIES

http://www.peoplebrowsr.com/?option=com_pages&view=champion_community&brand=mercedes

http://www.peoplebrowsr.com/?option=com_pages&view=champion_community&brand=audi

http://www.peoplebrowsr.com/?option=com_pages&view=champion_community&brand=bmw


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


Industry: Magazine Publishing

Background: Newsweek was featured on the Twittered featured list and while they saw a tremendous increase in followers, they found that many were not engaged

Engagement: 6 weeks

Goals: Build @names, increase conversation

PeopleBrowsr Solution:

Extract all those interested in breaking news, competitive follows, and US news; Most Influential users selected for engagement

CASE STUDIES

Audience CampaignPerformance and Results:News, USMost often mentioned keywords

2000% Increase in CTR

8,374New followers


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


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


Influence and Outreach

Transparent Activity

Statement

Community Based

Group Kred

Kred

Outreach Meter

Fresh Content

Advisory Function

Detailed Analysis


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.


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.


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.


Kredentials for every @name


@[email protected]

Swinging through the trees…Language evolved

Little Brother will carry the next level of Human Evolution – Influencers and Authorities independent of Institutions

mailto:[email protected]


@WingDude

[email protected]

http://slidesha.re/PBAdTechUK




credibility and influence - adtech london 2011 - jodee rich

Technology

social data

doctor house

social media users

social media strategy10

dog house

social media dataidentify

gregory house

dr house