The Collective Stream of Consciousness and Industry Disruption - A perspective using Twitter Analytics by PeopleBrowsr

1. The Collective Stream of Consciousness and Industry Disruption A November 2010 Review Jodee Rich CEO PeopleBrowsr

2. HUMAN SOCIALISATION Collective Consciousness and Industry Disruption – November 2010 Swinging through the trees..

3. HUMAN SOCIALISATION Emerging from the jungle with Language Collective Consciousness and Industry Disruption – November 2010

4. HUMAN SOCIALISATION Thousands of years later we wrote it down Collective Consciousness and Industry Disruption – November 2010

5. HUMAN SOCIALISATION PCs, the internet, cell phones have come together to enable a vast distributed network of human intelligence Collective Consciousness and Industry Disruption – November 2010

6. HUMAN SOCIALISATION A Persistent Stream of Consciousness.. Collective Consciousness and Industry Disruption – November 2010

7. HUMAN SOCIALISATION Established Industry, the Stream and the Cloud Collective Consciousness and Industry Disruption – November 2010

8. HUMAN SOCIALISATION Persistent Social Framework displaces Industry Collective Consciousness and Industry Disruption – November 2010

9. HUMAN SOCIALISATION Government Intervention Collective Consciousness and Industry Disruption – November 2010

10. HUMAN SOCIALISATION Stream Dries up… Collective Consciousness and Industry Disruption – November 2010

11. HUMAN SOCIALISATION OR Industry adapts.. Collective Consciousness and Industry Disruption – November 2010

12. YEARS TO REACH 50 MILLION SUBSCRIBERS Radio 38 Years TV 13 Years Facebook 100 Million in less than 9 months Source: Socialnomics09 Collective Consciousness and Industry Disruption – November 2010

13. “ That’s what social networking is all about: worshipping at the Altar of Self.” nothing more than an exercise in unashamed public vanity for the Look at Me generation” Sandra Lee in The Sunday Telegraph - May 25, 2008 PERCEPTION TWO YEARS AGO… Collective Consciousness and Industry Disruption – November 2010

14. No longer a Fad.. it is a fundamental way we communicate Collective Consciousness and Industry Disruption – November 2010

15. 1 YEAR OF TWITTER TRAFFIC: View chart and stats on analytic.ly Now at 50 Million Tweets/day Collective Consciousness and Industry Disruption – November 2010

16. STREAM SIZE 2010: IT IS DAVID AND GOLIATH Next to Facebook, the Twitter Stream is still small Collective Consciousness and Industry Disruption – November 2010

17. 1 MILLION BRAND MENTIONS PER DAY Collective Consciousness and Industry Disruption – November 2010

18. 2010 OPENNESS Little Twitter is dragging the others out of the cave and into the open Collective Consciousness and Industry Disruption – November 2010

19. OPENNESS Because it is open, the Twitter Stream will become the core transport layer for rich MetaData and Cross Network Links Collective Consciousness and Industry Disruption – November 2010

20. Collective Consciousness and Industry Disruption – November 2010 1% Gold 100% Real

21. SOCIAL VECTORS Collective Consciousness and Industry Disruption – November 2010 Persona Breaking Trends Sentiment Influence and Engagement Trust Relevance Connectedness – Degrees of Separation

22. PERSONA Individual Profiling and Metadata Analysis Collective Consciousness and Industry Disruption – November 2010 BIO data Location Gender Interests Twitter Lists Advocates and Critics

23. BREAKING TRENDS How to leverage live trends Collective Consciousness and Industry Disruption – November 2010 Matching themes Influencers buzz Audience word clouds Industry trends Competitors mentions Shared links

24. SENTIMENT How to transform positive and negative sentiment into value Collective Consciousness and Industry Disruption – November 2010 Engage with users Manage unhappy customers Build VIP Advocates Identify critics Customers support

25. INFLUENCE AND ENGAGEMENT Influencer targeting to get in touch with opinion leaders Collective Consciousness and Industry Disruption – November 2010 Followers and Following Relationships Points of engagement Klout Scores Advocates and Critics

26. TRUST How to find most relevant Tweets Collective Consciousness and Industry Disruption – November 2010 Influence Geo-Locations Degrees of Separation Engagement Gender Metadata

27. RELEVANCE How to find most relevant Tweets and Users Collective Consciousness and Industry Disruption – November 2010 Matching keywords in Tweets Matching Location Matching keywords in BIO Relationships Shared Links

28. CONNECTEDNESS Degrees of Separation to spot hub users Collective Consciousness and Industry Disruption – November 2010 Number of connections Number of interactions Mutual Friends Relationships Shared Links

29. CASE STUDIES Reaching Mommy ABC Hotlist Sony Pictures Comcast Entertainment eBay Toyota Recall Super Bowl Ads Music Influencers in New York Collective Consciousness and Industry Disruption – November 2010

30. REACHING MOMMY - PERSONA How to create hyper-filtered Categories from MetaData Action Mommies Collective Consciousness and Industry Disruption – November 2010

31. Action Mommies Expecting or New Mommies REACHING MOMMY - PERSONA How to create hyper-filtered Categories from MetaData Collective Consciousness and Industry Disruption – November 2010

32. Action Mommies Expecting or New Mommies Money Mommies REACHING MOMMY - PERSONA How to create hyper-filtered Categories from MetaData Collective Consciousness and Industry Disruption – November 2010

33. REACHING MOMMY - TRUST From Mommy to Mommy… Trusted Mommies Trusted People in the area Other Mommies Followers & Friends Collective Consciousness and Industry Disruption – November 2010

34. REACHING MOMMY -CONNECTEDNESS Degrees of Separation for spotting connected Mommys Collective Consciousness and Industry Disruption – November 2010

35. ABC TWEETERS HOTLIST Collective Consciousness and Industry Disruption – November 2010

36. Goal: Evaluate impact of Traditional Media on the Social Media sphere Build engaged audience Solution: 180 day Historical Analysis of Posts overlay on TV Ad spend and other channels Performance and Results Identified type of ads that produce the best audience response 50% fluctuation on engagement based on time of message release Collective Consciousness and Industry Disruption – November 2010

37. Industry : Media Entertainment Goals: Promote a Network TV Premiere Create online Buzz during the Event Performance and Results N umber 1 Twitter Trending Topic during Premiere Over 17,000 mentions of the #Hashtag during the week of the Premiere Collective Consciousness and Industry Disruption – November 2010

38. Seek an effective way to measure brand sentiment accurately. The goal is to find a list of influencers speaking in both positive and negative terms and engage. Call center to respond to negative sentiment everyday Velocity 10,000 Mentions/day filtered to 180 Meaningful comments Collective Consciousness and Industry Disruption – November 2010

39. TOYOTA RECALL SENTIMENT ANALYSIS Overwhelming negative mainstream media coverage and very little negative social media comment Collective Consciousness and Industry Disruption – November 2010

42. SUPER BOWL Collective Consciousness and Industry Disruption – November 2010

43. SUPER BOWL Correlation of Tweets and Ads Collective Consciousness and Industry Disruption – November 2010

44. SUPER BOWL By Volume Mullen and Radian6 O’Reilly and PeopleBrowsr O’Reilly and PeopleBrowsr By Volume By Positive Collective Consciousness and Industry Disruption – November 2010

46. INDUSTRY DISRUPTION Banking Source: http://www.nytimes.com/external/readwriteweb/2010/05/17/17readwriteweb-twitter-forefather-leaves-aims-to-disrupt-b-89770.html Collective Consciousness and Industry Disruption – November 2010

47. INDUSTRY DISRUPTION News 24 of the Top 25 Newspapers are in decline Collective Consciousness and Industry Disruption – November 2010

48. INDUSTRY DISRUPTION News 24 of the Top 25 Newspapers are in decline Air France Flight 447 Disaster Tweets appeared 6 hours before Search Google Results Collective Consciousness and Industry Disruption – November 2010

49. INDUSTRY DISRUPTION Advertising 14% of the population Trust an Ad 78% Trust what their Friends say Source: Socialnomics09 Collective Consciousness and Industry Disruption – November 2010

50. INDUSTRY DISRUPTION Web Search Facebook has more traffic than Google Source: Socialnomics09 Collective Consciousness and Industry Disruption – November 2010

51. INDUSTRY DISRUPTION Web Search Facebook has more traffic than Google Social Media Search provides a better result than Google for links and recommendations Collective Consciousness and Industry Disruption – November 2010

52. Source: http://www.briansolis.com/2010/05/report-top-20-brands-on-twitter-april-2010/ INDUSTRY DISRUPTION Marketing and Brand Management Top 20 Brands on Twitter – April 2010 Collective Consciousness and Industry Disruption – November 2010

53. Source: http://blogs.hbr.org/research/2010/05/why-gallup-when-you-can-tweet.html INDUSTRY DISRUPTION Polling Why Poll when you can extract? Collective Consciousness and Industry Disruption – November 2010

54. INDUSTRY DISRUPTION Entertainment Collective Consciousness and Industry Disruption – November 2010

55. THE NEXT TWO YEARS Its very early Days.. Collective Consciousness and Industry Disruption – November 2010

56. THE NEXT TWO YEARS Its very early Days “ Google fears Facebook, Facebook fears Twitter, Twitter fears 4square, 4square fears two men in a garage” Collective Consciousness and Industry Disruption – November 2010

57. SMS is the benchmark Twitter, Facebook and the other networks are still small, 150 Million posts/day combined SMS is over 7 Billion/day SCALE Collective Consciousness and Industry Disruption – November 2010

58. Links published in Posts on an interesting topic will have greater reach than links published in main stream News > DISTRIBUTION Collective Consciousness and Industry Disruption – November 2010

59. Mentions, RTs, … Comments, Sharing,… Profiles, Comments, … Status Updates, Comments, … Pictures, Comments, … Connections, Comments Blogs Mentions, … Fan Pages SMS CROSS PLATFORM INTEGRATION Collective Consciousness and Industry Disruption – November 2010

60. TWEETS PER CAPITA Source: PeopleBrowsr DataMine A new SocioEconomic KPI Collective Consciousness and Industry Disruption – November 2010

61. THE NEXT TWO YEARS The Conversation Stream becomes the Conversation Cloud A real time historical record Collective Consciousness and Industry Disruption – November 2010

62. THE NEXT TWO YEARS The Conversation Cloud becomes the Rich Metadata Cloud Social Media Stream will become the core backbone for people data Collective Consciousness and Industry Disruption – November 2010

63. EXPERIMENTAL APPS What can we build? RESEARCH.LY Contextual Search and Post Artificial Intelligence - AI Cloud powered Q and A Collective Consciousness and Industry Disruption – November 2010

64. EXPERIMENTAL APPS AI What can we build? In the past the quest for AI has been driven by machine learning projects. They have been Training and CPU intensive Collective Consciousness and Industry Disruption – November 2010

65. EXPERIMENTAL APPS AI What can we build? Artificial Intelligence AI is now Build a database of Questions and Answers from the Twitterverse Crowdsource Questions without Answers – Crowdflower Devote CPU cycles to contextual analysis and NLP Artificial Intelligence AI was about machine learning or CPU cycles For the first time we have a vast open database of Questions and Answers Lets turn the problem upside down.. Collective Consciousness and Industry Disruption – November 2010

66. RESEARCH.LY Instant Community around what interests you today Collective Consciousness and Industry Disruption – November 2010

67. RESEARCH.LY Collective Consciousness and Industry Disruption – November 2010

68. RESEARCH.LY Every search shows related and connected data in the form of images, videos, @names, #tags, RTs and URLs Collective Consciousness and Industry Disruption – November 2010

69. VAST DYNAMIC DATA STORES POWER COLLECTIVE CONSCIOUSNESS Collective Consciousness and Industry Disruption – November 2010

70. REFERENCES This deck – http://bit.ly/analyticly www.Analytic.ly Socialnomics09 Social Media in Plain English PeopleBrowsr Super Bowl Study PeopleBrowsr Top 20 Brands Study http://www.s lides hare.net/peoplebrowsr/the-twitter-metadata-revolution-and-collective-consciousness http://www.nytimes.com/external/readwriteweb/2010/05/17/17readwriteweb-twitter-forefather-leaves-aims-to-disrupt-b-89770.html http://blogs.hbr.org/research/2010/05/why-gallup-when-you-can-tweet.html http://www.briansolis.com/2010/05/report-top-20-brands-on-twitter-april-2010/ Collective Consciousness and Industry Disruption – November 2010