From Demographics to Psychographics to Behaviorgraphics - PivotCon 2011 - Jodee Rich
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The document discusses how big data and social media are enabling new types of analysis about human behavior and influence ("Behaviorgraphics"). It describes how social media conversations can be filtered and analyzed to understand communities and measure the influence of different accounts. As an example, it explains how analyzing social mentions of TV shows can reveal demographic information about different audiences and potentially replace Nielsen ratings. Billions of social conversations are being archived, forming "Identity Archives" and enabling new insights about human behavior and networks of influence on a massive scale.
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From Demographics to Psychographics to Behaviorgraphics - PivotCon 2011 - Jodee Rich
- 1. From Demographics to Psychographics to Behaviorgraphics" Pivot Conference 2011 Jodee Rich CEO PeopleBrowsr The Pivot Conference 2011 | PeopleBrowsr
- 2. The Pivot Conference 2011 | PeopleBrowsr
- 3. BIG PICTURE Human Socialization Swinging through the trees… The Pivot Conference 2011 | PeopleBrowsr 3
- 4. BIG PICTURE Emerging from the jungle with Language… The Pivot Conference 2011 | PeopleBrowsr 4
- 5. BIG PICTURE Thousands of years later we wrote it down… The Pivot Conference 2011 | PeopleBrowsr 5
- 6. BIG PICTURE PCs, the internet, mobile phones, GPS have come together to enable a vast distributed data network of collective memory The Pivot Conference 2011 | PeopleBrowsr 6
- 7. BIG PICTURE A collective stream of intelligence… The Pivot Conference 2011 | PeopleBrowsr 7
- 8. Little Brother The Pivot Conference 2011 | PeopleBrowsr 8
- 9. Orwell got it wrong At 10,000 posts a second…. we are being overwhelmed by Data The Pivot Conference 2011 | PeopleBrowsr 9
- 10. The Pivot Conference 2011 | PeopleBrowsr 10
- 11. BIG DATA IS NOW HEADING FOR LITTLE BROTHER The Pivot Conference 2011 | PeopleBrowsr 11
- 12. LITTLE BROTHER Connected Little Brothers will be a higher intelligence than Big Brother The Pivot Conference 2011 | PeopleBrowsr 12
- 13. The Pivot Conference 2011 | PeopleBrowsr 13
- 14. “Influence is impossible to measure” The Pivot Conference 2011 | PeopleBrowsr 14
- 15. Billions of Conversations Filter messages" Sort by Community" Measure social influence The Pivot Conference 2011 | PeopleBrowsr 15
- 16. We All have Influence Somewhere Every voice is important. Our main Influencers are everyday people and networks of friends. Small Close Networks of normal people are the Rock Stars of Influence. The Pivot Conference 2011 | PeopleBrowsr 16
- 17. BehaviourGraphics Kred is Measurable Influence based on two metrics: Influence" Ability to inspire action: " Retweets, Replies, New follows." Outreach" Generosity, rewards actions, interaction with others. The Pivot Conference 2011 | PeopleBrowsr 17
- 18. The Pivot Conference 2011 | PeopleBrowsr 18
- 19. Identity Archives The Pivot Conference 2011 | PeopleBrowsr 19
- 20. Social TV Analytics will eventually replace Nielsen as the primary data used by Media Buyers…. Here’s Why… The Pivot Conference 2011 | PeopleBrowsr
- 21. 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 The Pivot Conference 2011 | PeopleBrowsr 21
- 22. The Solution TV Show Identification Example: House The Pivot Conference 2011 | PeopleBrowsr 22
- 23. The Solution Communities Identify demographics through Declared Age Marital Status Profession Followers of account 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 … The Pivot Conference 2011 | PeopleBrowsr 23
- 24. Data Size Total number of TV Show mentions since January 2011 30 Million The Pivot Conference 2011 | PeopleBrowsr 24
- 25. Data Size Number of people in each Community Under 18 – 1,615,107 100K – 346,537 Age 19-24 – 412,479 Allergy – 134,585 Age 25-35 – 1,636,156 Tech – 5,111,413 Moms – 370,762 Adventure + Tech – 1,673,600 Heavy Searchers U. 18 – 132,231 Active Investors – 5,127 Heavy Searchers 19-24 – 40,980 Adventurers/Outdoors – 139,121 Heavy Searchers 25-35 – 201,238 The Pivot Conference 2011 | PeopleBrowsr 25
- 26. Big Data for Little Brother will carry the next level of Human Evolution Woodstock 2 in Time Sq Oct 16 2011 @WingDude JodeeRich@PeopleBrowsr.com The Pivot Conference 2011 | PeopleBrowsr 26
- 27. Big Data for Little Brother will carry the next level of Human Evolution We are the 99% @WingDude slidesha.re/PBPivot JodeeRich@PeopleBrowsr.com The Pivot Conference 2011 | PeopleBrowsr 27
Notas del editor
- And in a wonderful human recursion we arebeing overwhelmed by our own data
- The cat is out of the bag
- Story: Mitch script; “challenge problem solution benefits” – user focused
- Rose: “In the golden age of Twitter, Everyone is important Everyone has the potential to be a big influencer. Little brothers are the rock stars of social media”
- Add table with actions, Summary notice how the use can dircetly affect outreach but infl can only be affected by others