Why the world’s most powerful CEOs are getting into social media

May 26, 2015

by Leslie Gaines-Ross When it comes to social media, today’s chief executives have made a remarkable transition over the past five years. A recent analysis by my firm, Weber Shandwick, found that 80 per cent of the chief executives of the world’s largest 50 companies are engaged online and on social media. The results show […]

Ryan Holmes CEO

CEOs are Innovators: Ryan Holmes

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By Matt MCcue RyanHolmes.CEO Hootsuite founder and CEO Ryan Holmes grew up on a Canadian potato farm without electricity. He has since gone on to build the world’s most widely-used social media relationship platform. Today, his company Hootsuite has more than 10 million users and is used by 75% of the Fortune 1000 companies. Holmes […]


Brands can now build their own Social Network with SocialOS from PeopleBrowsr

June 18, 2013

At PeopleBrowsr, we are delighted to announce the launch of a brand new type of social network – one you can build and maintain yourself. With public platforms such as Twitter, LinkedIn and Facebook, brands and consumers are increasingly being encouraged to use them exclusively to connect and communicate. Now that these networks have combined […]

SXSW PanelPicker Votes: The Future Of Collective Influence

August 26, 2011

SXSW PanelPicker is here! We’re amazing by the positive response we’ve had for our Panel on Collective Influence, with over 30 comments of support:

“A great topic and one I am very interested in. I would love to see this panel.” – Jacqueline Biggs

“I would love for this to be something I can attend next year!” – Jennifer LaBaron

“The most important session, with a very strong panel, well done.” – Dave Turik

We’re predicting next year’s hot topic will be Social Media Influencers. Brand marketers are increasingly invested in finding and engaging with Influencers across social networks. Throughout the industry, we hear people asking: How do we identify these social media Influencers and how can we measure their Influence? Will new metrics for engagement replace traditional market research?

To answer these questions and more, we are proposing a SXSW panel on the Future of Collective Influence…. and we’re hoping your vote will help us make it happen.

Our Panel is inspired by a thought leader event on collective influence we hosted at PeopleBrowsr Labs earlier this year. The overwhelmingly positive reaction leads us to believe this topic is worthy of discussion at SXSW.

Featuring Porter Gale (VP Marketing, Virgin America), Jeffrey Hayzlett (former CMO, Kodak) and PeopleBrowsr CEO Jodee Rich, the session will focus on how small communities of influentials drive global trends and conversation. Additional questions we’ll address include: Can advances in data mining intelligently filter the collective memory into a collective intelligence? Will Social and new media metrics replace traditional market research? How can marketers activate collective influence to build their brands?

If you agree that this will be a valuable session, we would love to have your vote in SXSW’s PanelPicker process.

Please take a moment to vote today at

The competition this year is fiercer than ever with over 4,500 submissions, twice as many as in 2011! SXSW is a  community-driven event and you can get involved by voting in the Panel Picker. In fact, public votes comprise 30% of the decision for choosing panels.

Last year SXSW was a huge success, and if you haven’t seen it yet, check out our report on the SXSW Top Champions. We’re looking forward to the community conversation in 2012!

The Future of Social & Tech with Ben Parr

June 23, 2011

Yesterday evening, Ben Parr, Mashable’s Editor-At-Large, stopped by PeopleBrowsr to discuss The Future of Social and Tech. The event, hosted by the San Francisco Chapter of the American Marketing Association at PeopleBrowsr Labs, created an open dialogue on the evolution of the industry.

It was an entertaining presentation, filled with LOLcats, teamwork and audience participation. Ben seemed less like a guest-speaker and more like thought-leader, guiding a brainstorming session and inviting individuals to contribute to the conversation.

As a collective group, we played a game of HOT or NOT to speculate the next ‘big thing’ or ‘big flop’. Ben made a point to be inclusive and created an environment where everyone felt comfortable and equal in sharing their thoughts and ideas.


The consensus?

IN: YouTube (The most promising disruptive startup to revolutionize the TV/Music/Media industry)
OUT: Color (While the tech is interesting, the value has yet to be seen on a consumer scale)IN: LinkedIn (This startup has serious potential for growth and mass adoption)
OUT: Quora (Still finding the value prop for mass consumers and those in industries outside of tech)

IN: Video, mobile (text messaging), and groups-vs-individuals for marketing outreach (ex. LinkedIn Groups)
OUT: Treating social media as a tool for a marketing tactic or strategy… it’s about relationships

It certainly was a relevant discussion for hot topics in social and tech. And while none of us can predict the future, we can imagine to have some element of foresight into what to expect.


We love hosting these types of events at our beautiful space in SoMa… If you’re looking for a venue for an event surrounding tech, social media, advertising or data visualization, please reach out to us at



Miss USA Wins Audiences with Social Media

June 22, 2011

With over 7.2 million viewers on Sunday watching Miss USA, we were curious to see the conversations on social streams… Especially since Miss California, Alyssa Campanella, newly crowned Miss USA loves to tweet!

The pageant had a 57% increase in TV ratings from last year and was the highest rated Miss USA  broadcast in 6 years. Winning audiences across America, it was also the #1 Network program of the evening. The use of social media likely helped the increase in numbers, as viewers were invited to vote online for contestants prior to the show.

We extracted Twitter mentions for Miss USA for insights into volume, reach, influencers (top champions and communities), and sentiment.

There were over 60,000 mentions of Miss USA on Twitter the day after the pageant (Monday, June 20th) with more than 6,000 Tweets during Sunday’s show.

In the week leading up to the event, there were over 10,000 mentions on Twitter and over 31,000 ReTweets.

Who’s Tweeting About Miss USA?

To find top communities (based on User Bio Profiles) tweeting about Miss USA, we pulled the most frequently mentioned words for a word cloud.  Popular words found in bios of those tweeting include News, Editor, Pageant, Blog, Friends, Media…

We also created a  Miss USA Brand Scorecard for Top Champions and Communities contributing to the Miss USA conversation:

Top Positive Influencers include…


It’s also interesting to note there are more Males than Females who are followers of Miss USA!

Where are fans located?

Top 10 Tweets For Miss USA came from the following locations:

Las Vegas
Los Angeles
New York
San Francisco
San Diego

Here’s a Breakdown of Mentions in the US:


In looking at sentiment surrounding Miss USA, most posts were positive or neutral, with only 1% of tweets categorized as Negative.  Sentiment surrounding the newly crowned Alyssa Campanella was overwhelmingly neutral, with 11% Positive sentiment over the last month.

We were also interested in the top words in posts leading up to Sunday, which included, Contestants, NBC, Vote, Watch, Beauty, Competition…

Here are some of our favorite tweets from the event!

To see the real-time stream, visit

Also, check out the Viral Analytics on Miss USA Mentions across Social Streams!

A big Congrats from @PeopleBrowsr to Ayssa, 2011’s The Real Miss USA!



Collective Influence Thought Leaders @ Our SF Social Media Command Center May 11

May 10, 2011

This Wednesday we’re hosting a thought leader panel on the Collective Influence featuring…

Jeffrey W. Hayzlett, Best-Selling Author, Change Agent and former CMO, Kodak
Porter Gale, Vice President of Marketing, Virgin America
Elisa Steele, Chief Marketing Officer, Yahoo
Jodee Rich, CEO, PeopleBrowsr
Moderator: Irina Slutsky, West Coast Correspondent for AdAge

We’re excitedly preparing to host 200+ attendees for this event. If you haven’t yet registered, please do so by Wednesday afternoon

The topic will center on Collective Influence, calculating influence scores, social intelligence ROI, and industry best practices.

We’ll be accepting questions for our panelists from the Twitterversewith the hashtag #collectiveinfluence or #cltinf.

At the end of the discussion, you’ll have the opportunity for Q&A and we’ll be encouraging live tweeting and blogging throughout. Feel free to tweet us @PeopleBrowsr #CollectiveInfluence or #cltinf with questions prior to the event and during the evening.

The discussion will begin promptly at 6pm and will be approximately 1 hour in duration.

We’ll also have a delicious Sausage Sizzle BBQ on our back deck with cool refreshments from cold beer to imported wine

Looking forward to hearing this great panel of leaders and we hope that you’ll be able to join us on Twitter and in SoMa… and don’t forget to checkin when you arrive!

Also, check out the stream to post a question or search for conversations on the collective intelligence.

Illustrating the Evolution of Social Networking: A History for the Media Research Industry

March 23, 2011

Social media is revolutionizing celebrity-dom, news consumption and the way we spread information – as seen by the overnight popularity of Rebecca Black, Charlie Sheen-mania, real-time coverage of Japan and global protests for democracy. Cyber anthropology is rapidly becoming an important focus for media researchers, uncovering deep insights into the transformation of consumer behavior in today’s society.

To celebrate  75 years of the Advertising Research Foundation, PeopleBrowsr is publishing a series of artwork illustrating the History of Social Networking. PeopleBrowsr commissioned an artist to visually communicate our research on the progression of social media – first unveiled at the opening of our San Francisco Social Media Command Center.

Highlighting a few recent events in our timeline, here are two interpretations of the latest and greatest social media sensations…

Both Charlie Sheen and Rebecca Black are testaments to the power of viral acceleration. Social media is having an enormous effect on the rapid dissemination of information and the phenomena of the internet fame game.

Looking into the not-so-distant past of Marshall McLuhan’s era, we see that the medium is the message.

We want to celebrate the milestones of this amazing industry, by recognizing the events that led to our current social media (Re)Evolution and presenting a chronology of social streams. Through assembling the collective intelligence, we observe numerous things happening in the Twitterverse – and we are passionately curious about the events made popular by social networking, emerging trends and spikes in mentions.

The History of Social Media

Our story begins in the 1930’s with The Notificator, which allowed Londoners to leave messages for friends on “robot” message boards for a small fee. Many social media observers have categorized the Notificator as the first predecessor of Twitter.

The social aspect of new technologies has evolved with innovation, especially ‘on the line’. From the telephone box to wireless mobile networking, it’s almost as if we’ve come full circle. In the 1950s, technophiles used telephone networks as rogue ways to mass communicate and the first podcasts took place on hijacked corporate phone lines. As of 2010, mobile wireless networking penetrated 98% of the US population.

When CompuServe became the first commercial online service in 1969, it took a mere decade before Bulletin Board Systems became the first ‘forums’, or social communities connected on the line. 1989-1991 revolutionized the development of media technology, as Tim Berners-Lee began developing the World Wide Web and the first web site was built at CERN.

Throughout the 1990s, emerging tech companies and globalization forever changed the way we communicate – with the mass adoption of forums, web search, email and text messaging. Before the decade had ended, Google had indexed over 60 million pages and AOL Instant Messaging had come to homes across America.

Between 2000 and 2001, residential high-speed Internet access subscriptions doubled, making it easier for consumer to access information on the web. Soon after, users were beginning to see the appeal of social networking and blogging sites like LiveJournal,, and

By Twitter’s launch in 2006, social media networking had reached widespread popularity and mass global adoption, following Facebook’s introduction in 2004 and YouTube hitting the market by storm in 2005. The rise of user-generated contentsites like Digg and Reddit (with IcanHasCheezburger and 4chan), combined with the popularity of easy-to-use blogging services, includingWordPress and Blogger (also created by Evan Williams of Twitter), aided in the rapid development of personal websites, shared content and online media.

Businesses quickly began to recognize the power of Web 2.0, adopting social media strategies and hiring community managers. Virgin America experienced great success engaging customers on Twitter, and the public relations industry started seeing the benefits of listening in real-time for consumer response. Not too long ago, we saw the rise in freemium social media platforms and customized services. When launched in 2010, the social media landscape had evolved into communities connected by the interest graph.

Every year we’re seeing the rise of popular new services that allow us to share our lives and spread news, such as Posterous and Tumblr, FourSquare, SlideShare, Flickr and Instgram. Mobile technology, like the iPhone and Andriod, has made it even easier to access web content; data is moving to the cloud and applications are being built in browsers. It’s an exciting time to be online, as we’re in an era that’s transforming the collective memory – millions of conversations and posts – into the collective intelligence, filtered by keywords, sentiment, geo-location, and bio information.

As data mining and marketing researchers, we’re continuously documenting and communicating the history of this great industry we’re helping to build.

Access to the full timeline is presented here:

The History of Social Media Artwork presentation is in celebration of the Advertising Research Foundation’s 75th anniversary and the launch of PeopleBrowsr’s San Francisco Command Center.

PeopleBrowsr partnered with the ARF for the 75th Anniversary Convention’s Social Media Listening/Learning Insights Zone.

Gallery Settings

Sitting above each windowsill, outlining our San Francisco Social Media Command Center, lay 24 boards with 24 historical events describing the evolution of social media. We’re continuously adding to the collection as major stories unfold, to capture the impact and continued transformation of Web 3.0.

The timeline was first unveiled at our official launch event, which featured a panel of experts – including Tim O’Reilly, Jodee Rich, Susan Etlinger, and Brian Solis – discussing “The Evolution of Listening – From Monitoring to the Collective Intelligence”.

About the Artist

We commissioned the artist, Adam Long, to transform the research we compiled into incredible illustrations that are delightful and easy to understand.

Having the life many artists dream of, Adam spends his time drawing cartoons, commercial illustrations and storyboards for TV commercials, while living a short five minutes from the sea in Bondi. When not working on upcoming deadlines, the smiling Aussie describes sunny Bondi as the perfect place to relax, “where a freelance artist can nip down for a swim on a hot day.”

Cartoon Illustration: The Man Behind the Art of the History of Social Networking

March 20, 2011

We’re constantly searching for ways to visually communicate the research we conduct. Recently, we recently commissioned an artist to create a History of Social Networking Timeline, featuring illustrations of social media sensations like Rebecca Black and Chalie Sheen. The series of panels paint the story of this great industry we’re helping to build.

View all 24 panels on SlideShare:

In celebration of the Advertising Research Foundation’s 75th Anniversary, we’ve released The History of Social Networking in honor of the tech and media researchers, content creators and early adopters that have helped to advance social media technology and research.

We’d like to thank the artist, Adam Long, for his wonderful contribution to our Social Media Command Centers. His work on the timeline inspires us to continue making history in this incredible industry.

The Man Behind the Art

Imagine a 6ft 3in tall, stetson-fedora-clad Aussie strolling the streets of San Francisco, hunting for rare finds at the Alameda antique market and enjoying views of the Golden Gate bridge with a smile that never leaves his face. That’s Adam Long – the artist who created the beautiful artwork for our History of Social Media timeline.

Having the life many artists dream of, Adam spends his time drawing cartoons, commercial illustrations and storyboards for TV commercials, while living a short five minutes from the sea in Bondi. When free from upcoming deadlines, the smiling Aussie describes sunny Bondi as the perfect place to relax, “where a freelance artist can nip down for a swim on a hot day.”

Adam refers to his art as “lowbrow” and we’re enamored by his fun, cartoonish style. He has created artwork for us in other Social Media Command Centers and he’s our favorite illustration artist.  When we presented him with the chance to visit San Francisco for the first time, he hopped on board to create a History of Social Networking Timeline. For him, it was “too good an opportunity to pass up” and before long, he was en route stateside accompanied by his favorite paints, fine hair brushes and a sense of excitement.

From the moment Adam arrived, he put himself to work, completing the task of designing 24 separate pieces of art in less than one week. He was a source of inspiration and a delight to have around!

The First Unveiling

With much anticipation, Adam finished illustrating the timeline with ease and the art was ready for display at our launch party.

Centered on the Collective Intelligence and celebrating a combination of, the release of 1,000 days of data, and the launch of our SF Command Center and incubator space, we are so happy it was such a huge success.

Throughout the the evening, eyes were on the artwork displaying the timeline. Lucky for us, we had Adam at the party to show off – as he’s seen here, happily chatting with guests!

We love the aesthetic of Adam’s work and it brightens the room, along with the colorful bike rack holding our beloved European-style bikes, from Public Bikes in South Park… it’s so fun riding these cool wheels around town!

The Social Media Command Center in SoMa has truly become our home. An incubator space,  social engagement hub, crisis management room, real-time response and product testing lab, event venue, and a place for our clients to experience our Platform and services.

We’re delighted that Adam has agreed to continue illustrating the history of social media. Looking forward to having him back in San Francisco!

The 2011 Twitter Brand Bowl: And the winners are…

February 15, 2011

By Brian Solis

Super Bowl XLV is now in the history books. 2011 is the year that the Green Bay Packers reclaimed the NFL Championship. And, it is also the year that now holds the record for the most viewed television broadcast of any kind in U.S. history, attracting an audience of over 111 million viewers.

While many watched the game, it is the advertisements that spark conversations online and offline. Going back to Apple’s 1984 commercial directed by Ridley Scott that introduced the Macintosh, the Super Bowl is now as much about football as it is about the ads that support it.

At $3 million per 30 second commercial, many question the value and ROI of such an elite form of advertising. To others however, $3 million is an investment in word of mouth and legacy branding. It takes the idea of the desirable water cooler effect and amplifies it in real-time across more connected networks. Not only did 111 million people potentially view the ads during the big game, Web views, articles, blog posts, polls and studies will keep each ad alive for the months ahead. Crowd favorites on the other hand, will live on for years. Those commercials that design social hooks into the campaign can trigger conversations that extend ads across screens from TV to laptop to mobile as well as across social graphs. Progressive brands that track this activity will identify its core advocates and better understand how to convert social graphs into brand graphs as we demonstrated with Starbucks recently.

Following the Super Bowl, the big question at the center of almost every conversation is who really won the 2011 Brand Bowl. The answer is largely based on opinion and volume, but examining the activity under a social microscope is as telling as it is fascinating.

Working with the PeopleBrowsr team, we tapped the Twitter firehose to analyze the worldwide conversations around each commercial. As you’ll see, in the Brand Bowl, armchair quarterbacks and sofa referees define the big game for advertisers; an expensive game where some win and many lose.

Report Highlights:

– Brand Bowl Tweets increased 271-percent between 2010 and 2011

– Doritos received the highest number of mentions in 2010 and the third highest in 2011.

– The auto industry also represented the most social activity of all commercials in 2011 led by Chrysler, VW, and Chevrolet.

– Ads placed in the second quarter captured the most online viewing attention than other spots.

– VW’s “The Force” commercial earned the most positive sentiment.

– Groupon ads received the most negative response.
2011 Brand Bowl Highlight Reel

Between 2010 and 2011, Tweets about the advertisers in the big game spiked by 271-percent. Of course Twitter also experienced tremendous growth between the games, now accounting for ~200 million users who publish 110 million Tweets per day.

This year, the top commercial dominated the field earning 64-percent more Tweets than its closest competitor. The honor for the most mentioned brand in this year’s Brand Bowl goes to Doritos with 77.8k mentions. The Transformers 3 trailer followed with an impressive 49.6k Tweets, and drafting close behind was Chrysler with 49k Tweets.

The 2011 Top 11 Commercials by Volume:

1. Doritos – 77,799 mentions
2. Transformers 3 – 49,559
3. Chrysler – 49,079
4. Coca-Cola/Coke – 33,082
5. Volkswagen/VW – 30,050
6. Groupon – 30,011
7. Chevrolet/Chevy – 25,743
8. Captain America – 25,315
9. Sketchers – 23,859
10. Thor – 23,096
11. Pepsi Max – 18,849

If we were to measure the top ads by velocity, the Transformers 3 preview would lead the game spiking at 40,000 mentions. Chrysler’s inspirational “Imported from Detroit” spot featuring rapper Eminem ranked a close second hitting a crescendo at just under 39,000 mentions. Doritos crunched in the third spot at over 34,000 Tweets. The distance between third and fourth place is as great as the span between the second and third quarter in the big game. Sketchers ShapeUps commercial featured Kim Kardashian, which helped it peak at just over 21,000 Tweets.

The 2011 Top 10 Commercials by Velocity:

1. Transformers 3
2. Chrysler
3. Doritos
4. Sketchers
5. Thor
6. Captain America
7. Volkswagen/VW
8. Coca-Cola/Coke
9. Groupon
10. Chevrolet/Chevy
11. Pepsi Max
2010 Brand Bowl Highlights

Compared to the top 2010 ads by volume, you’ll notice that Doritos remains in the top 3 between the two years, winning the Bowl in 2010, at least where mentions are concerned. Of all the ads between 2010 and 2011 only Doritos and Coca-Cola/Coke make the top 10 lists consecutively.

The Top 10 Brands by Volume:
1. Doritos – 41,748
2. Bud Light – 15,555
3. Google AD – 12,120
4. CocaCola – 9,299
5. Budweiser – 8,067
6. Snickers – 6,945
7. GoDaddy – 5,993
8. Kia – 3,873
9. Hyundai – 2,793
10. Focus on the Family – 2,024

The 2010 Top 10 ads by Velocity:
1. Doritos
2. Bud Light
3. Budweiser
4. Google
5. Snickers
6. GoDaddy
7. Kia
8. Hyundai
9. Coca-Cola
10. Focus (on the family)

Brand Bowl 2011 vs. 2010

As mentioned earlier, the volume between the years is remarkable. The active audience is this year’s Brand Bowl was indeed engaged, representing a surge in Tweets to 387,162 total ad mentions in 2011 and 99,124 in 2010.

To put things in perspective however, if we assumed that each of the 111 million estimated viewers Tweeted once, it would represent a .035 participation level. As such, we analyzed the top 11 brands and of those mentioned, 90-percent of the Tweets were published by 44-percent of the engaged community.

The top four players in 2011 outplayed the top performers in 2010. Doritos’ 2011 appearance ranked third in overall volume of Tweets between the two years with its 2010 showing also ranking fifth. Doritos is the only 2010 representative appearing in the Top 10 comparison between the two years, with Bud Light finishing 11th.

2011 vs. 2010 Player Stats

Comparing the 2010 to 2011 year to date changes, most players experienced positive growth. Ranking based on YTD % changes, Coca-Cola is the clear winner, with conversations increasing by over 263.5-percent. Doritos led the pack in overall conversations with just under 80,000 mentions in 2011 and just over half that in 2010, growing by 88.3-percent. Kia Tweets jumped by 200-percent, reaching over 10,000 Tweets in 2011. Snickers followed in fourth growing by 79-percent. Bud Light saw a 24-percent drop in Tweets falling from 15,000 Tweets to just over 12,000.

2011 Player Sentiment

Sentiment is an elusive metric. To quantify attitudes accurately, it takes a human touch. To do so, we employed a human turked sentiment sample of 2,000 random Tweets for the Top 11 brands.

Of the top brands in 2011, Volkswagen/VW’s “The Force” campaign earned the most love reaching almost 90-percent positive reactions. Transformers 3 earned a second place standing with 77-percent positive sentiment. Movies will account for three of the top five with Captain America closely following Transformers with 74-percent positive Tweets. And, right behind Captain America is another hero, Thor hammers fourth 72-percent positive reactions. Not surprisingly, Chrysler drives into fifth place with 71-percent.

Not all Tweets are positive however. Several commercials this year earned greater negative reactions than some of the top brands earned in terms of positive sentiment. The leader here, which may come as no surprise, is Groupon with a 75-percent negative response. The ads were controversial in nature, but according to the Tweets and all intentions aside, they were also in poor taste. These ads have since been pulled from television circulation. At 47-percent, it seems that the Sketchers spots featuring Kim Kardashian stuck a sour note with viewers. Coca-Cola and Pepsi Max, while mostly positive or neutral, also realized a notable negative response.

Overall however, viewers responded positively to the 2011 Brand Bowl. An interesting observation however, 2011 negative sentiment is almost equal to the positive sentiment shared in 2010.

That about wraps our post-game analysis. We’ll see you in 2012 for the next Brand Bowl, where you define the winners and the losers just by Tweeting your honest reactions.

The PeopleBrowsr presentation is available on Slideshare

Watch the Super Bowl XLV commercials here

Image Rights: NFL