Hyper Island Master Class, Digital Toolbox by Petter Warnsberg

1. Begin Toolbox
How to navigate when hit by a tsunami of information

2. http://www.linkedin.com/in/petterw

3. Can digital data give you a business advantage
• Customers, influencers, brands and competitors all leave
digital footprints
• New tools to mine the data
We talk about information overload, but there always has been lots of information around us, tons of it, the current
temperature, trees blossom, birds tweeting, a parent passes some on by reading its child a book, or the gossip down the
bar, or how your pulse raises when some special person walks by or you are about to stand up and talk in fornt of people.
The information has always been there, like a continuos stream and we as humans have always done our best to capture
and make some sense of what floats by in this stream. Because all of this information when turned into knowledge have
something to tell us about the world. We have for thousands of years made rationalisations and past them on as stories,
drawings, poetry etc.
The weather for example have been of great importance to measure, interpret and try to make predictions to help us in
the decision making as farmers, out at sea or especially in modern days the aviation industry.
What has changed is that all this information is made available to us. Our technology have come to a point today we start
to get systems that automatically listens and records the stream of information in a much bigger scale than ever before
possible, even with all the scribes in the world. It structures this information so that we can have it presented back to us in
a format that make sense.
There are the extremes like Joakim that has connected his scales to the net and we will se more and more of how
sensors are put into things around us to measure our eletricity use.
But at the moment it is primarily what is said publicly online, twitter, forums, blogs etc that is recorded and even there is
far from everything recorded but even a little glimpse of this stream of conversations, thoughts and opinions gives us
more insight into peoples lives and what goes on around us in the world, right now, than ever before.

4. Can digital data give you a business advantage
• Advertising - where to spend budget
• PR - who are the influencers
• Sales - business insights
• Customer support - who to help with what
• Product development - what do they need
• ...
• Everyone - stay up to date
• How good are these tools?
And this session is about exploring how we can best tap into that stream of information for whatever reason.
Know that little extra about a business before you enter a meeting
As a analysis tool
As a personal filter

5. Findability
• Advertising
• Searched for
• Recommended
• Pay Per Click/View/Action...
• SEO (Search Engine Optimisation)
• Viral
• Do good shit
Trad is advertising
Then search engines came along
Social media brought recommendations
PPC - automated, Vurve.com
How do you know if your shit is any good?

6. Findability
• Advertising
• Searched for
• Recommended
• Pay Per Click
• SEO (Search Engine Optimisation)
• Viral
• Do good shit - How do I know if my shit is good?
Qustion: What online tools do you use today to help you tap into the stream, and see what digital footprint these players have left

7. Workshop
Calvin Klein:
What we find out about their brand,
products, customers and competitors?

8. Tools
• Addictomatic.com
• Google.com/adplanner
• Topsy.com
• Spyfu.com (Log in using: masterclass / masterclass)

9. Richer tools influence analysis
Commetric

10. • Google-Profile of Mood States (GPOMS) of six states:
happiness, kindness, alertness, sureness, vitality and
calmness.
• Accuracy of 87.6% on Dow Jones changes
Twitter used to predict box office hits:
http://news.bbc.co.uk/2/hi/8612292.stm
Indiana University:
"We find an accuracy of 87.6% in predicting the daily up and down changes in the closing values of the Dow
Jones Industrial Average,"
http://www.technologyreview.com/blog/arxiv/25900/

11. “I keep saying that the sexy job in the next 10 years will be
statisticians,” said Hal Varian, chief economist at Google.
“And I’m not kidding.”
http://www.nytimes.com/2009/08/06/technology/06stats.html

12. petterw@kenandi.com
petterw on Twitter, LinkedIn, Vimeo, Diigo, Delicious and Google
Keep on trucking...