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

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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/

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/