web 2.0 expo san francisco april 3, 2009

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Web 2.0 Expo San Francisco April 3, 2009 INFLUENCE Gregor Hochmuth dotgrex.com / @grex Finding and applying

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Web 2.0 Expo San Francisco April 3, 2009. Gregor Hochmuth dotgrex.com / @grex. Finding and applying. INFLUENCE. Web 2.0 Expo San Francisco April 3, 2009. Gregor Hochmuth dotgrex.com. *. This is not a Google presentation. - PowerPoint PPT Presentation

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Page 1: Web 2.0 Expo San Francisco April 3, 2009

Web 2.0 Expo San FranciscoApril 3, 2009

INFLUENCE

Gregor Hochmuthdotgrex.com / @grex

Finding and applying

Page 2: Web 2.0 Expo San Francisco April 3, 2009

Web 2.0 Expo San FranciscoApril 3, 2009

Gregor Hochmuthdotgrex.com

*This is not aGoogle presentation.This is independent ponderingprior to my current work at Google.

Page 3: Web 2.0 Expo San Francisco April 3, 2009

We need new models for understanding what’s interesting

Page 4: Web 2.0 Expo San Francisco April 3, 2009

We need new models for understanding what’s interesting

(right now)

Page 5: Web 2.0 Expo San Francisco April 3, 2009

While some have been busy building “recommender systems”

for the last 20 years …

Page 6: Web 2.0 Expo San Francisco April 3, 2009

… others just brought our best recommender system online:

Page 7: Web 2.0 Expo San Francisco April 3, 2009

People we know

Page 8: Web 2.0 Expo San Francisco April 3, 2009

People we trust

Page 9: Web 2.0 Expo San Francisco April 3, 2009

People we #follow

Page 10: Web 2.0 Expo San Francisco April 3, 2009

We don’t need machinesanymore to tell us what’s interesting.

Page 11: Web 2.0 Expo San Francisco April 3, 2009

Our friends do that now.

Page 12: Web 2.0 Expo San Francisco April 3, 2009

The new problem is:

Page 13: Web 2.0 Expo San Francisco April 3, 2009

Making machines understand what’s interesting

Page 14: Web 2.0 Expo San Francisco April 3, 2009

Making machines understand who’s interesting

Page 15: Web 2.0 Expo San Francisco April 3, 2009

Making machines understand who’s important

Page 16: Web 2.0 Expo San Francisco April 3, 2009

Making machines understand who’s connected

Page 17: Web 2.0 Expo San Francisco April 3, 2009

Making machines understand who’s safe to ignore

Page 18: Web 2.0 Expo San Francisco April 3, 2009

Making machines understand INFLUENCE

Page 19: Web 2.0 Expo San Francisco April 3, 2009

Understanding influence

↓ who’s interesting

↓ what’s interesting

Page 20: Web 2.0 Expo San Francisco April 3, 2009

Understanding influence

↓ who’s interesting

↓ what’s interesting

Page 21: Web 2.0 Expo San Francisco April 3, 2009

Understanding influence

↓ who’s interesting

↓ what’s interesting

Page 22: Web 2.0 Expo San Francisco April 3, 2009

Understanding influence

↓ interesting people

↓ interesting content

Page 23: Web 2.0 Expo San Francisco April 3, 2009

Understanding influence

↓ interesting people

↕ interesting content

Page 24: Web 2.0 Expo San Francisco April 3, 2009

We need new models for understanding what’s interesting

(right now)

Page 25: Web 2.0 Expo San Francisco April 3, 2009

We need new models for understanding what’s interesting

right now

Page 26: Web 2.0 Expo San Francisco April 3, 2009

sort by: Most Recent

Page 27: Web 2.0 Expo San Francisco April 3, 2009
Page 28: Web 2.0 Expo San Francisco April 3, 2009
Page 29: Web 2.0 Expo San Francisco April 3, 2009
Page 30: Web 2.0 Expo San Francisco April 3, 2009
Page 31: Web 2.0 Expo San Francisco April 3, 2009
Page 32: Web 2.0 Expo San Francisco April 3, 2009

sort by: Most Recent

Page 33: Web 2.0 Expo San Francisco April 3, 2009

sort by: Most Recent

Page 34: Web 2.0 Expo San Francisco April 3, 2009
Page 35: Web 2.0 Expo San Francisco April 3, 2009

sort by: Most Recent

Page 36: Web 2.0 Expo San Francisco April 3, 2009

sort by: Most interesting

Page 37: Web 2.0 Expo San Francisco April 3, 2009

sort by: Most timely

Page 38: Web 2.0 Expo San Francisco April 3, 2009

sort by: Most influential

Page 39: Web 2.0 Expo San Francisco April 3, 2009

Influencers havethings to spread

Page 40: Web 2.0 Expo San Francisco April 3, 2009

Influencers havethings to spread.

Page 41: Web 2.0 Expo San Francisco April 3, 2009

Influencers areeverywhere.

Page 42: Web 2.0 Expo San Francisco April 3, 2009

Influencers areeveryday people.

Page 43: Web 2.0 Expo San Francisco April 3, 2009

Influencers arein every social circle.

Page 44: Web 2.0 Expo San Francisco April 3, 2009

But influencers need…people who listen

Page 45: Web 2.0 Expo San Francisco April 3, 2009
Page 46: Web 2.0 Expo San Francisco April 3, 2009

people who listen.

Page 47: Web 2.0 Expo San Francisco April 3, 2009

people who follow them.

Page 48: Web 2.0 Expo San Francisco April 3, 2009

= Audience

Page 49: Web 2.0 Expo San Francisco April 3, 2009

Audience

Page 50: Web 2.0 Expo San Francisco April 3, 2009

Audience

Page 51: Web 2.0 Expo San Francisco April 3, 2009

Audience

Page 52: Web 2.0 Expo San Francisco April 3, 2009

Audience

Page 53: Web 2.0 Expo San Francisco April 3, 2009

audience : a common understanding of who’s listening

Page 54: Web 2.0 Expo San Francisco April 3, 2009

audience : a common understanding of who’s listening to you

Page 55: Web 2.0 Expo San Francisco April 3, 2009

vs.

Page 56: Web 2.0 Expo San Francisco April 3, 2009

vs.

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vs.

I know my audience I know some numbers

Page 58: Web 2.0 Expo San Francisco April 3, 2009

Evidence of understanding of audience on Twitter:

@repliesRTs

Page 59: Web 2.0 Expo San Francisco April 3, 2009

latest redesign? supports a better model of audience

Page 60: Web 2.0 Expo San Francisco April 3, 2009

latest redesign? supports a better model of audience

Page 61: Web 2.0 Expo San Francisco April 3, 2009

latest redesign? supports a better model of audience

> you see everyone’s updates now

Page 62: Web 2.0 Expo San Francisco April 3, 2009
Page 63: Web 2.0 Expo San Francisco April 3, 2009

Feedback

Letting people knowtheir content matters

Page 64: Web 2.0 Expo San Francisco April 3, 2009

Ownership

Letting people knowwho contributed what

Page 65: Web 2.0 Expo San Francisco April 3, 2009

Serendipity

Letting people extendtheir networks without effort

Page 66: Web 2.0 Expo San Francisco April 3, 2009
Page 67: Web 2.0 Expo San Francisco April 3, 2009

Analyzing influence

Page 68: Web 2.0 Expo San Francisco April 3, 2009

finding the influencers

Page 69: Web 2.0 Expo San Francisco April 3, 2009

What makes one personmore influential?

Page 70: Web 2.0 Expo San Francisco April 3, 2009

How many people listen?

Page 71: Web 2.0 Expo San Francisco April 3, 2009

How many people listen?

Page 72: Web 2.0 Expo San Francisco April 3, 2009

It’s who listens, not how many.

Page 73: Web 2.0 Expo San Francisco April 3, 2009

Analyzing influence

Page 74: Web 2.0 Expo San Francisco April 3, 2009

I’m friends withShaq!!

Analyzing influence

Page 75: Web 2.0 Expo San Francisco April 3, 2009

I’m famou

s

I’m friends withShaq!!

Analyzing influence

Page 76: Web 2.0 Expo San Francisco April 3, 2009

I’m famou

s

I’m friends withShaq!!

I’m speci

al

Analyzing influence

Page 77: Web 2.0 Expo San Francisco April 3, 2009

Analyzing influence

Connector

Maven

Page 78: Web 2.0 Expo San Francisco April 3, 2009

Analyzing influence:

The Twitter example

Page 79: Web 2.0 Expo San Francisco April 3, 2009

Tim “Importance” of Tim is determined by the importance of the people who follow Tim.

Analyzing influence:

The Twitter example

Page 80: Web 2.0 Expo San Francisco April 3, 2009

8

= importance / # of outgoing connections

Analyzing influence:

The Twitter example

Page 81: Web 2.0 Expo San Francisco April 3, 2009

8

+ 8 / 3

+ 8 / 3

+ 8 / 3

Analyzing influence:

The Twitter example

= importance / # of outgoing connections = 8 / 3

Page 82: Web 2.0 Expo San Francisco April 3, 2009

3 = 8/3 + 2/12 + 1/6 = 3

+ 8/3

+ 2/12

+ 1/6

Analyzing influence:

The Twitter example

Page 83: Web 2.0 Expo San Francisco April 3, 2009

3 = 8/3 + 2/12 + 1/6

+ 8/3

+ 2/12

+ 1/6

Analyzing influence:

The Twitter example

+ 3/2

+ 3/2

Page 84: Web 2.0 Expo San Francisco April 3, 2009

3 = 8/3 + 2/12 + 1/6

+ 8/3

+ 2/12

+ 1/6

Analyzing influence:

The Twitter example

+ 3/2

+ 3/2

and repeat!

Page 85: Web 2.0 Expo San Francisco April 3, 2009

“Honey, this looks familiar—”

Page 86: Web 2.0 Expo San Francisco April 3, 2009

“It’s PageRank, dear.You use it every day.”

Page 87: Web 2.0 Expo San Francisco April 3, 2009

Analyze influence wherever people trade feedback

Page 88: Web 2.0 Expo San Francisco April 3, 2009

Analyze influence wherever people exchange something

Page 89: Web 2.0 Expo San Francisco April 3, 2009

Analyze influence wherever people exchange something

asymmetry is your friend!

Page 90: Web 2.0 Expo San Francisco April 3, 2009

Analyze influence wherever people exchange something

asymmetry is your friend!the opposite may not be true.

Page 91: Web 2.0 Expo San Francisco April 3, 2009

Follows

try it on

Twitter

Page 92: Web 2.0 Expo San Francisco April 3, 2009

Favorites, Likes

try it on

Flickr

Page 93: Web 2.0 Expo San Francisco April 3, 2009

Messages, Comments

try it on

Facebook

Page 94: Web 2.0 Expo San Francisco April 3, 2009

Ratings

try it on

Amazon, Yelp

Page 95: Web 2.0 Expo San Francisco April 3, 2009

So. Understanding Influence:

Page 96: Web 2.0 Expo San Francisco April 3, 2009

Use it forranking

Page 97: Web 2.0 Expo San Francisco April 3, 2009

Use it forranking

Page 98: Web 2.0 Expo San Francisco April 3, 2009

Use it forsorting

Page 99: Web 2.0 Expo San Francisco April 3, 2009

Use it fordiscovery

Page 100: Web 2.0 Expo San Francisco April 3, 2009

Use it forreducing the noise

Page 101: Web 2.0 Expo San Francisco April 3, 2009

Web 2.0 Expo San FranciscoApril 3, 2009

INFLUENCE

Gregor Hochmuthdotgrex.com / @grex

thanks.