Twitteration - the Streaming Audience Solution

2. Why I Stopped Using Twitter Initially: • Too much of everything; not enough selectivity vs. info overload • Why bother? Too much competition from (duplication of) other media; already using other tools well • Roles in evidence, but each one is evident inconsistently, and not much follow-though by most people in most roles • Being anonymous is boring; not being anonymous is laborious or just luck • Net: Darwinian environment; too inconvenient, unclear why I should rely on it

3. Why I would start using it again: a streaming audience* Programmable: • Navigates for me, automatically, when I subscribe • Builds my audience dynamically, continually, automatically, when I publish • Separate, selectable “behaviors”: community, market, private • Each behavior mode trainable as a personal assistant, like an expert system and/or bots • Detects my in-mode behavior, learn from it, and asks to automatically enhance it • Not the same as roles; but we can see Twitter logic in what roles are up to today. ©2017 Malcolm Ryder / Archestra Research* Streaming Audience is a proprietary concept

4. COMMON INTERESTS FIND AND RESPOND GET INFO BY TYPE SPREAD COMMON INTEREST BUILD IDENTITY NOTICE BEING NOTICED “SELF” BUILDERS BE WELL KNOWN MANAGE THE “SELF” BRAND SURFERS: know it’s there; no commitment SHARERS: know it’s there; social motivation HOSTS: nano-bloggers; personal STARS: marketers; media savants Twitter’s defacto ROLES ©2017 Malcolm Ryder / Archestra Research

5. SUBSCRIBE Information value and User behavior

9. PUBLISH Information value and User behavior

10. SELF IDENTITY SPREAD COMMON INTEREST TRENDING RELEVANT NEWS IDEAS CONTENT ADVICE FEED REFER PROMOTE ENDORSE via “Follows” via “Retweets” via “Replies” via “Likes” ©2017MalcolmRyder/ArchestraResearch

11. SELF IDENTITY FEED REFER PROMOTE ENDORSE via “Follows” via “Retweets” via “Replies” via “Likes” deliverypublicity repetitionplacement TRENDING RELEVANT BUILD IDENTITY ©2017MalcolmRyder/ArchestraResearch

12. SELF IDENTITY Get INCLUSION Get REPUTATION Get ATTENTION Get RECOGNITION NOTICE BEING NOTICED deliverypublicity repetitionplacement FEED REFER PROMOTE ENDORSE via “Follows” via “Retweets” via “Replies” via “Likes” ©2017MalcolmRyder/ArchestraResearch

13. SELF IDENTITY Get INCLUSION Get REPUTATION BE WELL KNOWN deliverypublicity repetitionplacement Get ATTENTION Get RECOGNITION TRENDING RELEVANT FEED REFER PROMOTE ENDORSE ©2017MalcolmRyder/ArchestraResearch

14. The Who Cares Test Full-on Twitteration… the constellation of actors, behaviors, and what they care about

16. NEWS IDEAS partner authority FEED REFER PROMOTE ENDORSE via “Follow” via “Retweet” via “Reply” via “Like” deliverypublicity repetitionplacement ① ④ ② ③ influencer expert fan agent critic reporter MANAGE THE “SELF” BRAND CONTENT ADVICE ©2017MalcolmRyder/ArchestraResearch

17. Archestra notebooks compile and organize decades of in-the-field empirical findings. The notes offer explanations of why things are included, excluded, or can happen in certain ways or to certain effects. The descriptions are determined mainly from the perspective of strategy and architecture. They comment on, and navigate between, the motives and potentials that predetermine the decisions and shapes of activity as discussed in the notes. As ongoing research, all notebooks are subject to change. ©2017 Malcolm Ryder / Archestra Research ©2017 Malcolm Ryder / Archestra Research www.archestra.com mryder@archestra.com

Twitteration - the Streaming Audience Solution

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