February 2, 2011
They say some of the best ideas come at the most unexpected moments, inspired by our every day lives. Such was the case a few Sundays ago in Las Vegas during CES. Over a breakfast of chicken-fried steak and cantaloupe at a café in the Palms Resort, an idea struck between Jodee Rich, CEO of PeopleBrowsr, and Jeffrey Hayzlett, acclaimed author and former CMO of Kodak.
While the rest of the room was abuzz about consumer electronics, Hayzlett and Rich – two people openly passionate about marketing and technology – naturally fell into a conversation surrounding brands on the social web.
It was Hayzlett – a self-proclaimed, sometimes cowboy, widely-known for his sparks of marketing genius – who mentioned he’d love to see how VIP influencers on Twitter are connected to each other and the brands they love to talk about. Rich quickly realized that Hayzlett was describing features of ReSearch.ly and the type of data visualization analysis PeopleBrowsr specializes in. As both understood they had stumbled upon a shared insight for something huge, breakfast turned into a brainstorming session and the Brand Champion Scorecard was conceived.
What followed was a rush of excitement to introduce the Scorecards to marketers, as Hayzlett had the perfect opportunity: The Digital Collective Leadership Summit CMO Dinner in Los Angeles, held on January 26. With 50 Top C-Level execs and chief marketers from the biggest brands and companies attending the dinner, it was the perfect chance to present the Scorecard.
Could 50 individually customized brand scorecards be created in the short span of 2 weeks? “Absolutely,” said Rich.
And the idea was simple, really, as most great ideas are. To run an analysis on brand mentions in influential Champion Communities on Twitter and deliver the data in a compelling way, by making it easy for marketers to understand.
PeopleBrowsr had the technology – through its game-changing product, ReSearch.ly, which allows extensive capabilities in real-time search with viral analytics and sentiment analysis to find target communities – in addition to a deep data mine with 1,000 days of conversations on Twitter. The next step was to customize searches for the top brands and to design a summary page to capture the wealth of data.
The Brand Champion Score Card was created to have three components that reveal:
Volume of brand mentions over a 1,000 day period, visualized in a graph that easily identifies spikes in conversations.
The brand’s Top 15 Champion Communities, identified based on key words and common interests in Twitter users’ profiles. Champions are defined as top VIP influencers who are talking about a brand.
The Champion Interest Graph, which shows groups of brand champions with the most friends talking about a brand shared between the brand’s top communities and top influencers.
The final product represents how customers and brand advocates are related to each other based on interests and key words used in their Twitter bios, with data visualized from 1,000 days of conversations.
Although PeopleBrowsr had the existing technological capabilities to create the Brand Champion Scorecard, it was impressive to see Rich, Hayzlett, and the team, finalize the project in 2 weeks. What began as a casual breakfast conversation had turned into a massive effort to deliver valuable data to marketers at the Digital Collective.
“Marketing leaders know the power of the right information and the Brand Champion Scorecard gives them the right information and insights,” said Hayzlett. “With every Tweet made available to PeopleBrowsr, companies also gain a time frame no one else can provide for giving social media discussions context.”
When Hayzlett introduced the Brand Champion Scorecard at the CMO dinner, it was an incredibly exciting and rewarding moment for us at PeopleBrowsr. We’re very pleased with the response from the community and we’re excited to be creating more individualized reports and Scorecards for brands.
The Digital Collective was a great launching pad for the Brand Champion Scorecards, and the conference was a well-presented and attended event. The team had a great time talking with marketers and enjoyed hearing from such speakers as Bonin Bough, Global Director of Digital & Social Media at PepsiCo, Greg Coleman, President & Chief Revenue Officer, The Huffington Post, and Sherri Gilligan, SVP, Marketing & Advertising MGM Resorts International.
To better illustrate the Scorecard presentation at the Digital Collective, we’d like to give you an inside look into a Brand Champion Scorecard we created for Adidas:
If you have any questions, or would like to learn more about the Brand Champion Scorecards, please feel free to reach out to the @PeopleBrowsr team. We love being inspired by marketers and inspiring marketers in return.
*A special thanks to the Jeffrey Hayzlett and the Digital Collective team.
December 28, 2010
Arizona State University, Phoenix – News Foo Camp, December 2010
The Inaugural News Foo Camp was predicted to be an inspiring ‘unconference’, with 150 friends of O’Reilly from the feilds of journalism, technology, and public policy coming together to share their vision on the future of news and tech. ‘Hosted’ by tech and publishing guru Tim O’Reilly, the impressive list of attendees included digital journalist Jody Brannon, foreign correspondent Wolfgang Blau and tech tracking wiz Amy Webb, to name a few.
Amid the social media noise regarding the spectacular lineup of NFC speakers, Twitter was buzzing about one very special presentation. PeopleBrowsr CEO Jodee Rich was poised to share his insights on:
We at PeopleBrowsr hope you enjoy our blog presentation of Jodee’s talk as much as the audience in Phoenix enjoyed learning from Jodee directly – and he from them also!
Reimagining of Orwell: Big Brother Next Gen
When George Orwell wrote his seminal work 1984, the predicted power of ‘Big Brother’ had audiences afraid and concerned for their future. Was this work a literary, and literal, crystal ball? Would our thoughts, actions and purchase decisions be scripted, pre-determined and governed by a wise and all knowing central body? Would the ‘truth’ and reality of our decisions as consumers be decided by that central body (or even by brands themselves)?
In fact, 60 years since 1984’s ominous inception, it’s people power – the sheer multitude of collective Little Brothers (and Sisters) – that rules and now largely claims media and public space. Millions of consumers curate their own realities each and every day and, when just one of them looks for guidance, do they turn to Big Brother?
They turn to their peers. And, out of the stream of data and expression consciousness, come answers, options, proposals, understanding and, yes, the occasional resistance or opposition. This is, after all, a space where individual truths are respected but also where single realities can hold enormous power and influence because…
WE ARE NOT ALONE.
We are powerful because we are accessible and offer our PersonalSpeak* continuously. Together, we verify and authenticate points of view that usefully serve not one Big Brother but scores of brands, corporate and government organisations.
As expressed by a ‘Tweeter’:
@ChangeEnactor the #web2.0 orwellian inversion. big brother steps aside to little brother by finding voice and relevance
Big Brother is still watching, however the Brother that will advance successfully toward 2020 will undoubtedly be the one who reaches into the pool of consciousness and applies their wisdom to the same, to illuminate betterment for themselves and for all.
Many in the audience were left actively questioning, and questioning the future:
@quinnnorton Inversion of 1984 sure, but I’m not sure Little Brother is a nicer master than Big Brother. #Ignite #NewsFoo
So, what do you think the future has in store for news, media and technology?
*Term coined for this blog