Team Narrative Mind

Team Info

The Narrative Mind team contains experts in software engineering, social media design, and web-based information operations (IO). We seek to develop tools that will optimize discovery and investigation of communication trends on social media.

Weekly Total: 10 interviews Users: 24Experts: 55Buyers: 7Cumulative Total: 86 interviews

Critical Resources

ARCYBER/IC Social Platforms Ad Exchanges Research Universities

Partnership Type

Strategic AllianceTraffic Partner

CoopetitionJoint Business Dev.

Strategic AllianceJoint Business Dev.

Strategic Alliance

Financial

Grants/funding (OTA)Preferred Pricing

Competing for ad targetingAttract more ad exchange business

Membership access?Attract more ad exchange business

N/A

Intellectual/ Data

Cutting-edge use-casesLong-term customers R&D AdvisingCustomization burden to maintain relationship

Social FirehosePotential acquisition?Data access cost

Access to customersCustomization burden to match API

Large data sets, novel approaches to content categorization

HumanRefer us to other DoD customers

Poach from their talent pool

Social FirehosePotential acquisition?

Can hire

Key Activities

Activity Implementation

Software Development & R&D

● Software development team with expertise in NLP, machine learning for building out narrative content detection technology.

● Data science team will measure accuracy and iterate on new models for narrative detection.

Marketing & Sales

● OTA as original DoD customer adoption strategy● End user trial access for customers to validate technology for

brands, upsell into enterprise orgs after initial adoption ● Scale sales team for larger enterprise customers

Customer Support● Mission critical support for customers requiring high availability● Customer support team, with on-site or 24/7 remote support for

high-value customer contracts

Quality

● Use by enterprise and DoD customers requires high uptime and availability of mission critical tools

● Extensive quality testing and performance measurement of technology to meet customer objectives

Key Activities Timeline

Partners

Strategic Alliance Joint VentureSuppliers

Alternative MVPs

Image and Video Search Speech Identification● Date media from post site/file

metadata.● Reconstruct timeline of image

proliferation.● Categorize with existing narratives?

Existing Players:

Defunct?

● Extract audio from videos.● Identify speech/speaker.● Create timeline mapping the use

of speech/speaker.

Existing Players:

Hypotheses ❏ Hedge Funds, Political Campaigns, and Consumer brands need higher level social media analysis.

Experiments ❏ Talk to contacts within hedge funds, political campaigns, and consumer brands

Results ❏ Long/short hedge funds not interested in high-level social media analysis.❏ Algorithmic funds and global macro might be more interested.❏ Commercial tool Quid seems like a valuable tool for ARCYBER.❏ Deeper-level analytics on narrative-affinity might be valuable for ad exchanges.

Actions 1. Email more folks on the Stanford Alumni Network that are brand managers, etc.2. Show Quid tool to ARCYBER

Customer Discovery

Mission Model Canvas

OTA process

Sell to political campaign managers

Sell to PR firms

- Gnip/Twitter/Facebook

- CrowdFlower, Samasource, or Mechanical Turk

- Third-party access platforms for social media, -Data visualization ()-Content analysis platforms (Sens.ai, Leidos)

PrimaryARCYBER-Bg. General (decision maker)-MAJ/LTC/COL (operational plan)-Analysts/Operators (actionable insights)

COCOMs-General (decision maker)-MAJ/LTC/COL-Analyst/Operator

SecondaryPolitical Campaigns-Campaign managers-Supporters

Consumer Brands-CMO-Public Relations Team

- Optimize workflow for social media analysts.

-Insights into responses against broadcasting narratives

-Detect narratives emerging in real time

-Early warning on emerging brand threats

-Enable faster problem awareness to problem response times for decision-makers across organizations

- MechanicalTurk or crowdsourcing labor (microtasks)- UI Development/Testing with ARCYBER analysts.- Software Development- Research aggregation? -Sales/support team-SM content access

- Access to Twitter firehose or API-Grants/funding from IC (OTA)- Local language speaking crowdsourcing staff- Accurate testing for intercoder reliability

- ARCYBER: Bg. General, LTC, Strategic Initiatives Group, OTA, Purchasing PMs, End-User operator)

-COCOMs: OTA, Operators, Purchasing PMs

-Political Campaign: Opposition research team, ???

-Private Sector: CMO, ???

Beneficiaries

Mission AchievementMission Budget/Costs

Buy-In/Support

Deployment

Value Proposition

Key Activities

Key Resources

Key Partners-Develop software for narrative detection by hashtag co-occurrence-Software Development & R&D-Marketing & Sales-Customer Support-QA

Value Proposition Canvas - ARCYBER

Products& Services

Web/Desktop Application Provide high-level

overview of groups, update research

Customer Jobs

- New mission priorities.- Little familiarity with overall environment.- No repository for high-level learnings

Gains

Pains

Gain Creators

Pain Relievers

- New opportunities

-Illustrates evolution of info dissemination networks- Provides insight for mapping “online terrain”

Visualize information about how organizations are using social media

ARCYBER - Operator/Analyst (Actionable Insights)

Value Proposition Canvas - ARCYBER

Products& Services

Web/Desktop Application

Aggregate insights from analysts,

compile into plan passed to decision

maker

- New mission priorities.- Proliferating/viral social media platforms- Urgency of issues ability to prioritize

Customer Jobs

Gains

Pains

Gain Creators

Pain Relievers

-Faster turnaround time with better data gained from information awareness software and technology

ARCYBER - MAJ/LTC/COL (Operational Plans)

-Better data in informing operational plans provided to decision makers-Reducing uncertainty in operational planning

Value Proposition Canvas - ARCYBER

Products& Services

Web/Desktop Application

Act on reports and plans generated

about various cyber threats across globe

- Little understanding of ground-level nuances- Little understanding of proliferating platforms

Customer Jobs

Gains

Pains

Gain Creators

Pain Relievers

- Organizational chart of technology broken down by functional purpose- Timeline-based viewer

-Reduce uncertainty of decision making-Add methodological rigor to ARCYBER’s offensive/defensive operations

ARCYBER - Brigadier General (Decision Maker)

Value Proposition Canvas - COCOM

Products& Services

Web/Desktop Application

Target audience analysis, finding opportunities to

optimize influence operations

Customer Jobs

-Loss of visibility on key communicators (when accounts shut down/opened)- No repository for high-level learnings

Gains

Pains

Gain Creators

Pain Relievers

-Auto-populated list & real-time visualization of key accounts, dissemination networks

-Allows more accurate-Illustrates evolution of info dissemination networks- Provides insight for mapping “online terrain”

Closure of visibility gap on key accounts

COCOM - Operator/Analyst (Actionable Insights)

Value Proposition Canvas - COCOM

Products& Services

Web/Desktop Application

-Long term operational planning- Measuring effectiveness

Customer Jobs

- Unclear picture of how some networks evolve, adapt over time

Gains

Pains

Gain Creators

Pain Relievers

- Organizational chart of technology broken down by functional purpose- Visualization of key accounts, dissemination networks over time

-Illustrates evolution of info dissemination networks- Provides insight for measuring operations, mapping “online terrain”

Greater awareness of network evolution improves planning, indicators of operational effectiveness

COCOM - Maj/LTC/Col. (O4-O6) (Operational Plans)

Value Proposition Canvas - COCOM

Products& Services

Web/Desktop Application

- Judge potential effect and risk of

operations- Approve/reject

plans

Customer Jobs

- Less familiarity with internet as an operational environment- Needs high level summary of how users use technology

Gains

Pains

Gain Creators

Pain Relievers

- Organizational chart of technology broken down by functional purpose- Timeline-based viewer

-Illustrates evolution of info dissemination networks- Provides insight for mapping “online terrain”

Visualize high-level information about how regional users use technology.

COCOM - Brigadier General (O7) (Decision Maker)

Value Proposition Canvas - Political Campaign

Products& Services

Web/Desktop Application

-Identify opposition narratives on SM

channels-Craft responses to

respond w/short turnaround

Customer Jobs

-Limited lead time in anticipating changes from opposition campaigns-New stories/themes can derail campaign momentum without a targeted response

Gains

Pains

Gain Creators

Pain Relievers

-Faster response time to opposition’s campaigns-Maintain the initiative in media environment by rapidly responding to threats

-Early detection of emerging opposition narratives on SM-Insight into evolving environment

Counter opposition themes quickly, identify newly spreading rumors that could undermine campaign.

Political Campaigns - Opposition Analysis/Campaign Director

Value Proposition Canvas - Consumer Product Company

Products& Services

Web/Desktop Application

-Monitor brand integrity and

customer themes-Identify and address emerging problems

Customer Jobs

-Identify themes about corporate brand, pinpoint problem areas early-Avoid negative narratives from becoming costly PR or marketing problems

Gains

Pains

Gain Creators

Pain Relievers

-List of customer narratives about brand that are being posted online-Proactive response to emerging brand issues, better customer satisfaction

-Early warning about negative themes-Identify problem areas, protect corporate brand from costly problems

-Protect brand integrity, create greater shareholder value by addressing customer concerns

Consumer Product Company - CMO/Marketing Organization