The document appears to be a presentation from Will McInnes, Chief Marketing Officer of Brandwatch, about the future of social intelligence. Some key points from the presentation include focusing social intelligence on predicting future trends rather than just past events, distributing social insights across organizations rather than keeping them in silos, gathering active real-world insights from social media rather than just passive data, and discovering new conversations happening in "white spaces". The presentation also speculates about a more outrageous future with massive computing power, radical transparency, and immersive technology changing how social intelligence is used.
So whatâs been great over the last day and a half is that weâve heard great case studies about whatâs happening now.
Because of that, I am hoping to provoke your thinking about what might be coming next.
We have over 1000 clients
We have over 200 staff
Brandwatch was launched in 2007
Located across 5 offices in 3 countries (Brighton, New York, San Francisco, Berlin, Stuttgart).
2013: Over 100% year on year growth
Highest score in the Customers subcategory in Forrester Wave report on Enterprise Listening (based on customer satisfaction, customer base and churn)
Highest rating for customer satisfaction in G2Crowd report, from reviews from verified LinkedIn members - 97 percent of users rated Brandwatch 4 or 5 stars
About me â digital, social, passionate about how all of this changes the whole world that we live in, and so wrote a book called Culture Shock.
Sometimes itâs good to think about what a word really means.
I want to talk about intelligence.
Unpacking that â ACQUIRE and APPLY
Isnât it staggering how the world has changed in the past 20 years?
Think about even the last 10 years.
Politics.
Business.
Globalisation.
Technology.
Education.
I want to put our work here in context. I want to try and position what we do in the context of the world. A world being digitised, a world in flux,
Think about the many worldâs you sit across now, in parallell.
Think about the networks and groups you are connected to.
How they overlap
Where they do and donât connect.
And within that, think about knowledge, about learning, about intelligence
Where Education is being ipadded and new global political movements being networked.
How many people have used Wikipedia this week?
How far weâve come. Think about the knowledge now available to us.
The vast power of the network.
At our finger tips.
As my friend Tim said, ânow thatâs a scary family photoâ.
I talk about information being at our finger tips, but of course itâs soon going to be in front of our eyes.
Wearable.
Soon we wonât stumble down the road staring at our hands, but instead drift distractedly across the street starting into the middle distance :-)
From: small groups / partial networks
Weâve moved from a world where the information we could access came from either direct, âofflineâ social neworks, or trusted expert sources.
small group of peopl
To a world where vast pools of smart data are available to us.
Yelp?
What about LinkedIn endorsements? Soon what people say about us will be more important than what we do.
Complete strangers now inform some of the biggest decisions of your life.
From learning in classrooms like this (which is still incredibly fortunate if you live in rural India), where the further you are from the nationâs capital, the lower the quality of your teaching. Where the materials are dated. Where the teacher and the materials effectively throttled the available knowledge available to you.
400m views
(MIT has 58m)
Self-directed learning. Visual learning. Hundreds of millions of hours of learning consumed. Free. Online.
You need a computer and an internet connection and a brain. From there itâs up to you.
We are moving from a world of intelligence and learning that is JUST IN CASE to JUST IN TIME.
Confident in making my predictions. Social intelligence forecasting.
Bullish. HERES WHATS GOING TO HAPPEN.
Moving from our intelligence and social media insight being from what happened.
Yesterdayâs fish and chips paper (fish and chips wrapped in newspaper) would be awesome actually for the British reference.
Ditch titles throughout.
It was disposable
It was transient
It was the past, a throwaway, gone.
From: what happened
And the risk with looking at data of any kind, including retrospectively, is that we can spot patterns that donât exist.
Correlation is not causation.
Otherwise all the US government needs to do to get more doctorates is encourage people to eat more mozzarrella cheeseâŠ
To whatâs going to happen next?
âDonât skate to where the puck is, skate to where itâs going to beâ
whatâs about to happenIntent to purchase
Brandwatch customer eg.
Signals Beta
From small pockets of socialâŠ
When phones first came out, only customer care had the phones.
Could you imagine everyone else not having phones.
Social is a medium, not a discipline.
And in the same way weâre seeing engagement being distributed, so too do we need the underlying intelligence to be better distributed.
From passive, inert data in our inboxes or reports that donât quite get the attention they deserve.
Isnât it sad? All of that good work, not being applied.
To recognising the power of data when it gets into the right hands â good or bad.
So that itâs so powerful, so potent, that people canât help but be compelled to act on it.
When the right (or wrong) intelligence gets into the right (or wrongâ) hands, action follows.
Hence this move that weâre experiencing towards putting social data on walls, in operations centers and the C-suite, in peopleâs hands.
From focusing on what we know we donât know.
From what we KNOW we donât know to what we DONâT know we donât know
In our own analysis in 2013 we found 3.6%% of all conversation online is about brands.
96% is about everything else.
Tracy Bellâs âI love BRAND X butâ and âI hate BRAND X butâ
This same bank have two ads ready to go, and play one â see the reaction and then play the next one.
So that is where we are heading.
So what would be a more outrageous future, after this next phase?
Where are we heading after THAT?
The computing power in an iphone 5 is over 1000 times faster and has more than 250,000 storage than the computing power on the Apollo 11, when men landed on the moon.
Moores law says this
Brandwatch Phds
Computing power stat about servers
What call to action?
Havenât figured this out yet!