20120627 Workings of New Media by TNOC Ruud Janssen for European Society for Radiology ESR

HUMAN SOCIALISATION

&

the role of
Social Media

©2012 | TNOC | Ruud Janssen, CMM | @ruudwjanssen

Wednesday, 27 June 12

HUMAN SOCIALISATION
Swinging through the trees..



HUMAN SOCIALISATION
Emerging from the jungle with Language



HUMAN SOCIALISATION
Thousands of years later we wrote it down



HUMAN SOCIALISATION
PCs, the internet, cell phones have come
together to enable a vast distributed network of
human intelligence



HUMAN SOCIALISATION
A Persistent Stream of Consciousness..



HUMAN SOCIALISATION
Established Industry, the Stream and the Cloud



HUMAN SOCIALISATION
Persistent Social Framework displaces Industry



HUMAN SOCIALISATION
Government Intervention



HUMAN SOCIALISATION
Stream Dries up…



HUMAN SOCIALISATION
OR Industry adapts..



YEARS TO REACH 50 MILLION SUBSCRIBERS

Radio 38 Years
TV 13 Years
Facebook 100 Million in less than 9 months

Source: Socialnomics09


PERCEPTION FOUR YEARS AGO…
“That’s what social
networking is all
about: worshipping at
the Altar of Self.”

nothing more than an
exercise in unashamed
public vanity for the Look
at Me generation”

Sandra Lee in The Sunday Telegraph - May 25, 2008



no longer a fad..

It is a fundamental way
we communicate



1 YEAR OF TWITTER TRAFFIC:

Now at 50 Million Tweets/day

View chart and stats on analytic.ly



STREAM SIZE 2012: IT IS DAVID AND GOLIATH
Next to Facebook, the Twitter Stream is still small



1 MILLION BRAND MENTIONS PER DAY



OPENNESS
Little Twitter is dragging the others out of the cave and into the open



OPENNESS
Because it is open, the Twitter Stream will become the core
transport layer for rich MetaData and Cross Network Links



1% Gold

100% Real



SOCIAL VECTORS

Persona
Breaking Trends
Sentiment
Influence and Engagement
Trust
Relevance
Connectedness – Degrees of Separation



PERSONA
Individual Profiling and Metadata Analysis

BIO data
Location
Gender
Interests
Twitter Lists
Advocates and Critics



BREAKING TRENDS
How to leverage live trends

Matching themes
Influencers buzz
Audience word clouds
Industry trends
Competitors mentions
Shared links



SENTIMENT
How to transform positive and negative sentiment
into value

Engage with users
Manage unhappy customers
Build VIP Advocates
Identify critics
Customers support



INFLUENCE AND ENGAGEMENT
Influencer targeting to get in touch with opinion leaders

Followers and Following
Relationships
Points of engagement
Klout Scores
Advocates and Critics



TRUST
How to find most relevant Tweets

Influence
Geo-Locations
Degrees of Separation
Engagement
Gender
Metadata



RELEVANCE
How to find most relevant Tweets and Users

Matching keywords in Tweets
Matching Location
Matching keywords in BIO
Relationships
Shared Links



CONNECTEDNESS
Degrees of Separation to spot hub users

Number of connections
Number of interactions
Mutual Friends
Relationships
Shared Links



OBJECTIVE:
Seek an effective way to measure brand sentiment accurately.

METRIC:
The goal is to find a list of influencers speaking in both positive
and negative terms and engage. Velocity

ACTION: 10,000
Call center to respond to negative sentiment everyday Mentions/day
filtered to

180
Meaningful

comments



INDUSTRY DISRUPTION News

24 of the Top 25 Newspapers are in decline

47


INDUSTRY DISRUPTION News

24 of the Top 25 Newspapers are in decline

Air France Flight 447 Disaster Tweets appeared 6 hours before
Search Google Results



INDUSTRY DISRUPTION Advertising

14% of the population Trust an Ad

78% Trust what their Friends say



INDUSTRY DISRUPTION Web Search

Facebook has more traffic than Google



INDUSTRY DISRUPTION Web Search

Facebook has more traffic than Google

Social Media Search provides a better result than Google for
links and recommendations



INDUSTRY DISRUPTION Marketing and
Brand Management
Top 20 Brands on Twitter – April 2010

Source: http://
www.briansolis.com/
2010/05/report-
top-20-brands-on-
twitter-april-2010/



INDUSTRY DISRUPTION Polling

Why Poll when you can extract?

Source: http://blogs.hbr.org/research/2010/05/why-
gallup-when-you-can-tweet.html


INDUSTRY DISRUPTION Entertainment



THE NEXT TWO YEARS

Its still early Days..



THE NEXT TWO YEARS

Its very early Days
“Google fears Facebook, Facebook fears Twitter,
Twitter fears 4square, 4square fears two men in a garage”



SCALE

SMS is the benchmark SMS is over 7 Billion/day

Twitter, Facebook and the other
networks are still small, 150 Million
posts/day combined



DISTRIBUTION

Links published in Posts on an interesting topic will have
greater reach than links published in main stream News

>



CROSS PLATFORM INTEGRATION
Mentions, RTs, … Blogs Mentions, …

Pictures, Comments, …

Profiles, Comments, …

Connections, Comments

Fan Pages
Comments, Sharing,…
Status Updates, Comments, …



TWEETS PER CAPITA A new SocioEconomic KPI

Source: PeopleBrowsr DataMine


THE NEXT TWO YEARS
The Conversation Stream becomes the Conversation Cloud



THE NEXT TWO YEARS

The Conversation Cloud becomes the Rich Metadata Cloud

Social Media Stream
will become the core
backbone for people
data



EXPERIMENTAL APPS
What can be built?

Contextual Search and Post Cloud powered Q and A



EXPERIMENTAL APPS ARTIFICIAL INTELLIGENCE
What can be built?

Artificial Intelligence was Artificial Intelligence = now
Build a database of Questions and Answers from the
about machine learning or CPU cycles Twitterverse
For the first time we have a vast open
database of Questions and Answers Crowdsource Questions without Answers –
Lets turn the problem upside down.. Crowdflower

Devote CPU cycles to contextual analysis and NLP



Dashboard & Analytics



Dashboard & Analytics

Every search shows
related and connected
data in the form of
images, videos,
@names, #tags, RTs
and URLs



COLLECTIVE CONTRIBUTOR CONSCIOUSNESS



REFERENCES

This deck inspired by–

www.tnoc.ch http://www.slideshare.net/peoplebrowsr/the-
twitter-metadata-revolution-and-collective-
www.myESR.org consciousness

Socialnomics09 http://www.nytimes.com/external/readwriteweb/
2010/05/17/17readwriteweb-twitter-forefather-
Social Media in Plain English leaves-aims-to-disrupt-b-89770.html

PeopleBrowsr Top 20 Brands Study 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/



20120627 Workings of New Media by TNOC Ruud Janssen for European Society for Radiology ESR

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20120627 Workings of New Media by TNOC Ruud Janssen for European Society for Radiology ESR