finding & analyzing influence (gregor hochmuth) - web 2.0 expo san francisco -

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Web 2.0 Expo San Francisco April 3, 2009 INFLUENCE Gregor Hochmuth dotgrex.com / @grex Finding and applying

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Session from Web 2.0 Expo San Francisco, April 3, 2009 Finding Influence: Design Patterns for Smarter Crowds Who’s important and how do I know? Who has the scoop and how will I find out? In any of your network of connections, some people are more interesting to you than others. Influence is about applying that understanding at large scale to the content people share and knowing who’s interesting. http://www.web2expo.com/webexsf2009/public/schedule/detail/7796

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Page 1: Finding & Analyzing Influence (Gregor Hochmuth) - Web 2.0 Expo San Francisco -

Web 2.0 Expo San FranciscoApril 3, 2009

INFLUENCE

Gregor Hochmuthdotgrex.com / @grex

Finding and applying

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Web 2.0 Expo San FranciscoApril 3, 2009

Gregor Hochmuthdotgrex.com

*This is not aGoogle presentation.This is independent ponderingprior to my current work at Google.

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We need new models for understanding what’s interesting

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We need new models for understanding what’s interesting

(right now)

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While some have been busy building “recommender systems”

for the last 20 years …

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… others just brought our best recommender system online:

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People we know

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People we trust

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People we #follow

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We don’t need machinesanymore to tell us what’s interesting.

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Our friends do that now.

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The new problem is:

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Making machines understand what’s interesting

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Making machines understand who’s interesting

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Making machines understand who’s important

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Making machines understand who’s connected

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Making machines understand who’s safe to ignore

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Making machines understand INFLUENCE

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Understanding influence

↓ who’s interesting

↓ what’s interesting

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Understanding influence

↓ who’s interesting

↓ what’s interesting

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Understanding influence

↓ who’s interesting

↓ what’s interesting

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Understanding influence

↓ interesting people

↓ interesting content

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Understanding influence

↓ interesting people

↕ interesting content

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We need new models for understanding what’s interesting

(right now)

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We need new models for understanding what’s interesting

right now

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sort by: Most Recent

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sort by: Most Recent

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sort by: Most Recent

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sort by: Most Recent

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sort by: Most interesting

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sort by: Most timely

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sort by: Most influential

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Influencers havethings to spread

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Influencers havethings to spread.

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Influencers areeverywhere.

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Influencers areeveryday people.

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Influencers arein every social circle.

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But influencers need…people who listen

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people who listen.

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people who follow them.

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= Audience

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Audience

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Audience

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Audience

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Audience

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audience : a common understanding of who’s listening

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audience : a common understanding of who’s listening

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vs.

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vs.

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vs.

I know my audience I know some numbers

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Evidence of understanding of audience on Twitter:

@repliesRTs

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latest redesign? supports a better model of audience

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latest redesign? supports a better model of audience

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latest redesign? supports a better model of audience

> you see everyone’s updates now

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Feedback

Letting people knowtheir content matters

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Ownership

Letting people knowwho contributed what

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Serendipity

Letting people extendtheir networks without effort

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Analyzing influence

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finding the influencers

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What makes one personmore influential?

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How many people listen?

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How many people listen?

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It’s who listens, not how many.

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Analyzing influence

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I’m friends withShaq!!

Analyzing influence

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I’m famou

s

I’m friends withShaq!!

Analyzing influence

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I’m famou

s

I’m friends withShaq!!

I’m speci

al

Analyzing influence

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Analyzing influence

Connector

Maven

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Analyzing influence:

The Twitter example

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Tim “Importance” of Tim is determined by the importance of the people who follow Tim.

Analyzing influence:

The Twitter example

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8

= importance / # of outgoing connections

Analyzing influence:

The Twitter example

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8

+ 8 / 3

+ 8 / 3

+ 8 / 3

Analyzing influence:

The Twitter example

= importance / # of outgoing connections = 8 / 3

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3 = 8/3 + 2/12 + 1/6 = 3

+ 8/3

+ 2/12

+ 1/6

Analyzing influence:

The Twitter example

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3 = 8/3 + 2/12 + 1/6

+ 8/3

+ 2/12

+ 1/6

Analyzing influence:

The Twitter example

+ 3/2

+ 3/2

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3 = 8/3 + 2/12 + 1/6

+ 8/3

+ 2/12

+ 1/6

Analyzing influence:

The Twitter example

+ 3/2

+ 3/2

and repeat!

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“Honey, this looks familiar—”

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“It’s PageRank, dear.You use it every day.”

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Analyze influence wherever people trade feedback

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Analyze influence wherever people exchange something

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Analyze influence wherever people exchange something

asymmetry is your friend!

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Analyze influence wherever people exchange something

asymmetry is your friend!the opposite may not be true.

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Follows

try it on

Twitter

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Favorites, Likes

try it on

Flickr

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Messages, Comments

try it on

Facebook

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Ratings

try it on

Amazon, Yelp

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So. Understanding Influence:

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Use it forranking

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Use it forranking

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Use it forsorting

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Use it fordiscovery

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Use it forreducing the noise

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Web 2.0 Expo San FranciscoApril 3, 2009

INFLUENCE

Gregor Hochmuthdotgrex.com / @grex

thanks.