The Collective Stream and Metadata – June 2010
The Collective Stream and the Metadata Cloud
A June 2010 Review
Jodee Rich CEO PeopleBrowsr
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HUMAN SOCIALISATION
Swinging through the trees..
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HUMAN SOCIALISATION
Emerging from the jungle with Language
The Collective Stream and Metadata – June 2010
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HUMAN SOCIALISATION
Thousands of years later we wrote it down
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HUMAN SOCIALISATION
PCs, the internet, cell phones have come together to enable a vast distributed network of human intelligence
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HUMAN SOCIALISATION
A Persistent Stream of Consciousness..
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HUMAN SOCIALISATION
Established Infrastructure, the Stream and the Meta Cloud
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HUMAN SOCIALISATION
Persistent Open Meta Framework displaces established Infrastructure
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HUMAN SOCIALISATION
Government Intervention
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HUMAN SOCIALISATION
Collective Consciousness and Industry Disruption – May 2010
Stream Dries up…
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HUMAN SOCIALISATION
Or WE adapt..
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1 YEAR OF TWITTER TRAFFIC:
View chart and stats on analytic.ly
Now at 50 Million Tweets/day
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BRAND METADATA - 1 MILLION BRAND MENTIONS PER DAY
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2010 OPENNESSLittle Twitter is dragging the others out of the cave and into the open
Openness and Diversity is fundamental to a Meta Data System
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OPENNESSBecause it is open, the Twitter Stream will become the core transport layer for rich MetaData and Cross Network Links
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Social Meta Data Examples
Links
Sentiment
Hashtags
Likes
ReTweets
Influence. Eg Klout
Extended Profile
Brand
Pics
Lists
Personas. Eg Tlists
Connections
Relatedness
Cross Media Rels
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CASE STUDIES IN MAY 2010
ABC Hotlist
Sony Pictures
Comcast Entertainment
Airline Sentiment
eBay
Toyota Recall
Super Bowl Ads
UK Elections
Music Influencers in New York
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ABC TWEETERS HOTLIST
Merge Corporate Exec profile metadata
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Goal: Evaluate impact of Traditional Media on the Social Media sphereBuild engaged audience
Solution: 180 day Historical Analysis of Posts overlay on TV Ad spend metadata 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
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Industry: Media Entertainment
Goals: Promote a Network TV PremiereCreate online Buzz during the Event
Performance and Results
Number 1 Twitter Trending Topic during Premiere
Over 17,000 mentions of the #Hashtag during the week of the Premiere
The Collective Stream and Metadata – June 2010
Airline Sentiment Metadata merging Mechanical Turk with the Twitter Stream.
95%
accuracyVs 70-80% automation alone
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US AIRLINE INDUSTRY STUDY JUNE 2009
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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 metadata everyday
Velocity
10,000Mentions/day
filtered to
180Meaningful
comments
Velocity
10,000Mentions/day
filtered to
180Meaningful
comments
The Collective Stream and Metadata – June 2010
Analytics:
• Overlayed Sentiment, Brand and Ad Metadata
•Effect of Traditional Media on Social Media
• Mechanical Turk to measure accurate Sentiment
•Metrics to measure Success:
• Total Mentions
• Positive Mentions
By Volume
Mullen and Radian6
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SUPER BOWL
Collective Consciousness and Industry Disruption – May 2010
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SUPER BOWL
Results:
• 103,158 Total Mentions
• Sampled 1000 Tweets from Every Brand and used Mechanical Turk Human Sentiment to analyze
• Polarized:
• 50% Positive
• 28% Negative
• 18% Neutral
Collective Consciousness and Industry Disruption – May 2010
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SUPER BOWL
Collective Consciousness and Industry Disruption – May 2010
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SUPER BOWL Correlation of Tweets and Ads
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UK ELECTION DASHBOARD
The Collective Stream and Metadata – June 2010
Top Bands:
• Mgmt
• Vampire Weekend
• Passion Pit
• Anamanaguchi
• Animal Collective
• The Strokes
Researched 900 bands in NY Extracted mentions of each in the last 6 months Selected most mentioned
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NEW YORK MUSIC INDUSTRY
Top Music Influencers:
• @Jimmyfallon
• @Nytimes
• @TheOnion
• @johnlegend
• @maddow
• @InStyle
Influencers – extracted biggest music labels/accounts followers + everyone in NY on Twitter directory + NY users under music/venues Twitter lists
Persona Metadata
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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..ITS EARLY DAYS
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Mentions, RTs, …
Comments, Sharing,…
Profiles, Comments, …
Status Updates, Comments, …
Pictures, Comments, …
Connections, Comments
Blogs Mentions, …
Fan Pages
SMS
CROSS PLATFORM INTEGRATION
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THE NEXT TWO YEARS
The Conversation Stream becomes the Conversation Cloud
A real time historical record
Meta Data Hyperlinks become People Hyperlinks
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THE NEXT TWO YEARS
The Conversation Cloud becomes the Rich Meta Data Cloud
Social Meta Data Cloudwill become the core backbone for people data
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EXPERIMENTAL APPSWhat can we build?
T2
Contextual Search and Post
Artificial Intelligence - AI
Cloud powered Q and A
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EXPERIMENTAL APPS AIWhat can we build?
In the past the quest for AI has been driven by machine learning projects.
They have been Training and CPU intensive
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EXPERIMENTAL APPS AIWhat can we build?
Artificial Intelligence AI is nowBuild 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 wasabout machine learning or CPU cyclesFor the first time we have a vast open database of Questions and AnswersLets turn the problem upside down..
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EXPERIMENTAL APPS T2What can we build?
T2
Contextual Search and PostInline Content
T2
HyperLocalLinked to other netwoks
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EXPERIMENTAL APPS T2
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EXPERIMENTAL APPS T2
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VAST DYNAMIC DATA STORES POWERCOLLECTIVE CONSCIOUSNESS
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REFERENCES
This Deckhttp://bit.ly/MetaCloud
www.Analytic.ly
Socialnomics09
PeopleBrowsr Super Bowl Study
PeopleBrowsr Top 20 Brands Study
http://www.slideshare.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/
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