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Better Decisions Everywhere : Social Media Week, NY 2016

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Better Decisions Everywhere : Social Media Week, NY 2016

  1. 1. WILL MCINNES, CMO, BRANDWATCH Unlocking the socially-powered invisible hand of technology. Democratizing data & decision-making. @willmcinnes @brandwatch
  2. 2. WILL MCINNES, CMO, BRANDWATCH Better Decisions Everywhere @willmcinnes @brandwatch
  3. 3. • 1200+ clients in 20+ international markets • 98% customer satisfaction • Over 30% of Fortune 100 • 300+ employees • International New York/San Francisco/Brighton/Berlin/Stuttgart/Singap ore Brandwatch
  4. 4. The ‘invisible hand’ is a metaphor used by Economist Adam Smith to describe unintended social benefits resulting from individual actions. @willmcinnes @brandwatch
  5. 5. You/we (probably) don’t have a CLUE. @willmcinnes @brandwatch
  6. 6. These things, they control you. @willmcinnes @brandwatch
  7. 7. You’re already a ‘habit machine’ but now, even when you think you’re making decisions, you’re not.
  8. 8. You know this dude’s name
  9. 9. You fill your ears with music that was presented to you thanks to algorithms. What you listen to…
  10. 10. Which way you go…
  11. 11. Where you as a junior doctor in the US are placed is thanks in part to a Matching algorithm Where you work…
  12. 12. How your health is managed…
  13. 13. “If you own a large vehicle but have no children, you're more likely to be overweight. If a health insurer purchases that data package on you -- likely paying pennies to get it -- then good luck getting a fair deal on your insurance” WIRED MAGAZINE IN CONVERSATION WITH: FRANK PASQUALE | LAW PROFESSOR | UNIVERSITY OF MARYLAND @willmcinnes @brandwatch
  14. 14. When you meet people…
  15. 15. Who you kiss… @willmcinnes @brandwatch
  16. 16. Thanks Facebook Algorithm! @willmcinnes @brandwatch
  17. 17. So these little guys are working away in the background…
  18. 18. Are they working for you? Or for them?
  19. 19. Who controls those invisible hands?
  20. 20. What does this have to do with Marketing, Business, Intelligence, Will? @willmcinnes @brandwatch
  21. 21. Research and intelligence are evolving @willmcinnes @brandwatch
  22. 22. CHRIS MOODY, VP, TWITTER “We're the largest searchable archive of human thought, that’s public, that’s ever existed,”
  23. 23. And your work can be an invisible hand @willmcinnes @brandwatch
  24. 24. We can be the invisible hands!
  25. 25. every recommendation, every insight, every report.
  26. 26. #squadgoals better decisions everywhere
  27. 27. 1. You need network effects
  28. 28. @willmcinnes @brandwatch
  29. 29. 2. You need distribution
  30. 30. Brandwatch Signal Related Topics Most Influential Mentions Open Query in Dashboard An increase in the usage of the hashtag #AirRage for the Query "Royal Airways". #AirRage trending for Royal Airways 14:0010:00 12:00 14 Mentions in the last 30 minutes • Air Rage • Cancelled • fight RA440 James Knight @jamesknight IMPACT StevenTurner @hello_steven Nancy Jones @nannanancy RT @jntim00 Landed back in London after a fight broke out between passenger and air crew pic.twitter.com/7JV80SpD1 #RoyalAirways #AirRage Another Royal Airways flight has been turned around due to an incident on RT @jntim00 Landed back in London after a fight broke out between passenger and air crew pic.twitter.com/7JV80SpD1 #RoyalAirway #AirRage RT @matt_mllr Royal Airways flight RA440 from New York has been cancelled. Nightmare! #Cancellations #AirRage Amy Cooper @_amy_cooper 78 71 83 65 · 14:17 · 14:28 · 14:19 · 14:45 ‘Nudge’
  31. 31. 3. You need control @willmcinnes @brandwatch
  32. 32. 4. You need MOAR
  33. 33. • Audiences (come see!) • Image analytics • Location • Global • Easy • Fast @willmcinnes @brandwatch
  34. 34. OK, great. Thanks Will.
  35. 35. Looking to the future
  36. 36. Now What So What What @willmcinnes @brandwatch
  37. 37. 1. Descriptive What happened? 2. Diagnostic Why did it happen? 3. Predictive What will happen? 4. Prescriptive What should I do? Gartner @willmcinnes @brandwatch
  38. 38. Leverage points 40 mph = 80% chance 30 mph = 80% chance
  39. 39. “Self-driving car manufacturers have yet to reveal their stance on the issue.”
  40. 40. @willmcinnes @brandwatch
  41. 41. Your invisible hand, your robot army. Better decisions. Everywhere.
  42. 42. Thanks! Come and say hi at the Brandwatch booth. @willmcinnes | brandwatch.com

Hinweis der Redaktion

  • Good morning!
    How are you all? Don’t reply. We don’t have time. But you look fabulous. Happy. Dry. Warm. Excited.
    Me, I’ve had a terrible morning! Every time I give a talk it’s the same way. Appalling the day before. Early start to practically rework the whole godamm thing. Then sometimes I pull it back :) Let me know how I do – it was 4/10 yesterday.
    I love that advice that people give about public speaking – ‘imagine them naked’.
    As a Brit, nothing is more horrifying than myself or others naked. I mean, no. Maybe with the lights off. In very small numbers.
    I prefer practical advice like ‘trust your instincts’ . Or ‘don’t eat yellow snow’
  • The theme of this event
    invisible hand is a metapho rused by Economist Adam Smith to describe unintended social benefits resulting from individual actions. The phrase has come to capture his notion that individuals' efforts to pursue their own interest may frequently benefit society more than if their actions were directly intending to benefit society.

  • Muḥammad ibn Mūsā al-Khwārizmī[note 1] (Arabic: محمد بن موسى الخوارزمی‎; c. 780 – c. 850) (Arabic pronunciation: [ælxɑːræzmiː]), formerly Latinized as Algoritmi,[note 2] was a Persian[3] mathematician, astronomer and geographer during the Abbasid Caliphate, a scholar in the House of Wisdom in Baghdad.
  • Here is I say to my real physical human excellent assistant, can you work with Amy (who is apparently super-intelligent)
  • Super-intelligent Amy then proceeds to relentlessly hammer my inbox with suggestions…
  • You met your bf / wife / special friend thanks to an algorithm.

  • I mean, technology might be clever but why do I have to continually train my new cellphone how to swear.
  • Trainable, helpful, useful agents. Technology working for us. Utopia!
  • Actually, both. But while they create value for us - the many - they are crucially designed and controlled by the few. This gives those people immense power over our lives.
  • Making point that let’s distinguish between hands - which actually may be more visible - and the morality, weighting, agency, direction of those - the brains, which are even less visible
  • The kind of things that the CMO of a social intelligence company would be talking about at social media week to a group like you!
  • Algorithms have been around since 850 (OK, kind of)
    Market research has been around for just under 100 years
    But it’s now more precise.
    It’s now more advanced.
  • social is flat, open, transparent, unprompted,
    and we’ve got it right here - this fucking massive telescope

    Just let that sink in.

    Don’t think about Kanye. Don’t think about Donald Trump. Think about this vast human resource we have….
  • Making point that let’s distinguish between hands - which actually may be more visible - and the morality, weighting, agency, direction of those - the brains, which are even less visible
  • so now we know they’re smart helpful things, but they don’t necessarily work for us, but are these opaque black boxes, how do we exercise control?
  • so now we know they’re smart helpful things, but they don’t necessarily work for us, but are these opaque black boxes, how do we exercise control?
  • Getting better, the more people that use them
  • No title required.
    Slide illustrates
  • No title required.
    Slide illustrates
  • Nudge at key moment, example Possibly watch / supermarket vs watch
  • I wanted to share this with you - the functionality to at least influence his algorithm
    And then I was like ‘what the actual fuck is hardcore filth trapstep’
    And then I was like ‘ALGORITHMS!’
  • Mention ad-blocking and increasingly customizable app-settings.
  • Making point that let’s distinguish between hands - which actually may be more visible - and the morality, weighting, agency, direction of those - the brains, which are even less visible
  • can we hav
  • Abraham Wald, Mathmetician and academic
  • But they couldn’t armour the entire plane – it would be too heavy.
    So data was collected from all the damaged planes that made it back.
    The obvious reaction was to put the armour over the areas that were most damaged.
    That was the obvious reaction to the data.
    Abraham Wald said it was also exactly the wrong reaction to the data.
    He said they were misinterpreting the data.
    Where they should put the armour was around the undamaged areas.
    Everyone thought he was nuts.
    Wald explained the data revealed the bombers that made it back were all damaged in the same areas.
    But they made it back even with that damage.
    The more important data was all those that made it back were also undamaged in the same areas.

    Read more at http://www.campaignlive.co.uk/article/1349646/view-dave-trott-data-alone-isnt-answer#411pP6GWehkm3QJX.99
  • Should driverless cars kill their own passengers to save a pedestrian?
    Imagine you’re in a self-driving car, heading towards a collision with a group of pedestrians. The only other option is to drive off a cliff. What should the car do?
    Most philosophers believe they should be programmed to avoid bystanders above all.
  • Trainable, helpful, useful agents. Technology working for us. Utopia!

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