from demographics to psychographics to behaviorgraphics - pivotcon 2011 - jodee rich
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The Pivot Conference 2011 | PeopleBrowsr
From Demographics to Psychographics to Behaviorgraphics "
Pivot Conference 2011
Jodee Rich CEO PeopleBrowsr
The Pivot Conference 2011 | PeopleBrowsr
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Swinging through the trees…
BIG PICTURE
Human Socialization
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Emerging from the jungle with Language…
BIG PICTURE
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Thousands of years later we wrote it down…
BIG PICTURE
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PCs, the internet, mobile phones, GPS have come together to enable a vast distributed data network of collective memory
BIG PICTURE
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A collective stream of intelligence…
BIG PICTURE
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Little Brother
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Orwell got it wrong
At 10,000 posts a second…. we are being overwhelmed by Data
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BIG DATA IS NOW HEADING FOR LITTLE BROTHER
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LITTLE BROTHER Connected Little Brothers will be a higher intelligence than Big Brother
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“Influence is impossible to measure”
The Pivot Conference 2011 | PeopleBrowsr
Filter messages"
Sort by Community"
Measure social influence
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Billions of Conversations
The Pivot Conference 2011 | PeopleBrowsr
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.
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We All have Influence Somewhere
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Kred is Measurable Influence based on two metrics:
Influence "Ability to inspire action: "Retweets, Replies, New follows."
Outreach"Generosity, rewards actions, interaction with others.
BehaviourGraphics
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The Pivot Conference 2011 | PeopleBrowsr
Identity Archives
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The Pivot Conference 2011 | PeopleBrowsr
Social TV Analytics will eventually replace Nielsen as the primary data used by Media Buyers….
Here’s Why…
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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
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The Solution TV Show Identification
Example: House
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The Solution
Identify demographics through
Declared Age
Marital Status
Profession
Followers of account
Communities
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 …
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Data Size
Total number of TV Show mentions since January 2011
30 Million
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Data Size
Number of people in each Community
Under 18 – 1,615,107
Age 19-24 – 412,479
Age 25-35 – 1,636,156
Moms – 370,762
Heavy Searchers U. 18 – 132,231
Heavy Searchers 19-24 – 40,980
Heavy Searchers 25-35 – 201,238
100K – 346,537
Allergy – 134,585
Tech – 5,111,413
Adventure + Tech – 1,673,600
Active Investors – 5,127
Adventurers/Outdoors – 139,121
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@WingDude [email protected]
Big Data for Little Brother will carry the next level of Human Evolution Woodstock 2 in Time Sq Oct 16 2011
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@WingDude slidesha.re/PBPivot [email protected]
Big Data for Little Brother will carry the next level of Human Evolution We are the 99%