The document discusses how big data and social media are enabling new types of analysis about human behavior and influence ("Behaviorgraphics"). It describes how social media conversations can be filtered and analyzed to understand communities and measure the influence of different accounts. As an example, it explains how analyzing social mentions of TV shows can reveal demographic information about different audiences and potentially replace Nielsen ratings. Billions of social conversations are being archived, forming "Identity Archives" and enabling new insights about human behavior and networks of influence on a massive scale.

1. From Demographics to
Psychographics to
Behaviorgraphics"
Pivot Conference 2011
Jodee Rich
CEO PeopleBrowsr
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2. The Pivot Conference 2011 | PeopleBrowsr

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