The Age of Predictive Social Media Monitoring

In the next iteration of social media monitoring solutions, conversation data from discrete topic groups will be run through a “cycles scanner”, which shows dominant cycles related to specific topics. Insights professionals will be able to accurately predict future behavior based upon recurring patterns discovered using the “cycles scanner”. The way the cycles scanner works is simple: it takes data and uses a variety of well known algorithms, along with spectral analysis, to determine recurring patterns. Insights professionals will see before their eyes on a graph the ebb and flow of conversation relative to periods in the past, as well as a predictive signal (in the form of a wave pattern) going out into the future. This is important because insights professionals will have a higher threshold of confidence when advising brands on when to execute on specific manufacturing volumes, distribution foci, and campaign content. Insights professionals will also be able to blend audience intelligence with this enhanced predictive ability to reveal to brands who will buy next and where/when. We are entering an age of true prediction. 

The Care Hub

If I were to create yet a full-scale social media command centre in 2022, this time around I would make one where the organization I worked with was monitoring for people in need of help…and there would be “angels” ready who would go help these people within 24 hrs (or even less). I would all it “The Care Hub”.

The entire concept behind “The Care Hub” would be to help people who are in trouble in some way (not to replace 911 or emergency services, but more like the cries for help everyone sees on social media).

Of course, there would have to be built-in authentication/ verification aspects to such a system. But it would be so great to leverage this technology that has inundated us with ads for another purpose: helping people in real flesh-and-blood/emotional/spiritual/ familial/physical crisis.

The advertising (ad-tech) world needs to turn itself into a care organization…all that genius poured into grabbing dollars for big brands needs to re-focus on the needs of individuals and on what is actually needed. Big brands need to give part of their insights dollars towards insights related to helping humans where humans are really at vs. where the brands want humans to be.

Socializers Process Mid-2021

SUMMARY: The following actions succinctly outline our process with our clients as of mid 2021. We have reached a time in history where altering events and the experience of individuals is a reality. Our work is commensurate with this capability and we seek to evolve this capability, along with others, to its “zenith”.

To quote from an Economist article:

“This is the sort of idea that leads thinkers like Yuval Harari, an Israeli historian, to suggest that ever more capable information technology means that not just free-market economics but also liberal democracy might “become obsolete” over the coming century. He argues this is particularly likely if information technology is partnered with biotechnology, allowing its algorithms to access and act on human thought. This does not necessarily have to entail tyranny. It might mean something even stranger.

On some of their adventures Star Trek’s various starships encounter the Borg, a “more-than-species” which uses nanotechnology and computers to assimilate all those whom it encounters into its own collective. Its members all hear what each hears, all see what each sees, all will what each wills: there are no individuals; there are no aims but those of the collective. The demands of television drama mean that the Borg’s shared will may be represented by a leader—a queen for the spacefaring ant hill. The logic of the idea says otherwise, suggesting a truly equal, truly efficient hive that might persist with neither central control nor overt oppression, optimised only for assimilation.”

……………
influence

CONVERSATION MINING & ANALYSIS…scrape, mine and aggregate (using social media monitoring solutions) billions upon billions of publicly posted conversation snippets from social media, comment threads and other publicly available forums on the Internet. This is important because we gain the actual conversations living humans are having with one another online, going back over a decade now…and sometimes even further. Although the intent and authenticity of many conversation snippets must be delved into, there are a very large percentage of conversation snippets expressing actual human opinions, emotions, and intentions. These conversation snippets can be analyzed and insights can be found through such analysis. Brandwatch, Meltwater, and Synthesio are leading solutions for aggregating conversations.


DATA ENRICHMENT….then enrich (via data-enrichment APIs) ALL of the social handles of those participating in these conversations with personally identifiable information. This is important because we gain a fuller dossier on each individual, thereby gaining a fuller understanding of him/her and, importantly, his/her network/relationships….discover (via network analysis solutions) how every individual is warmly connected to every other individual. This is important because we can seed ideas along existing “warm” paths of relationship. PIPL, Full Contact API, People Data Labs, and Spiderfoot HX are leading solutions for enriching social handles and the emails associated with a specific social media account. A solution called Relationship Science reveals how “Jane” can meet “Dick” via a path of warm introductions.


PERSONALITY ASSESSMENT….then (via text-to-personality solutions) enter every statement made publicly by an individual and know their personality type (on every type of personality scale). This is important because messaging, advertising, and all sorts of tactics can be crafted based upon an individual’s personality type…and I do include here, yet again, that MANY personality assessment solutions are utilized here in order to gain accuracy. Crystal Knows, (created by Drew D’Agostino and Greg Skloot), and the uClassify system, (invented by Jon Kågström), are both excellent solutions for analysis of personality based upon text and bios.


SOCIAL ENGINEERING…then (via tried-and-true social engineering tactics) engineer situations based upon all of the above data. This means that we can now, using the above insights and data, craft just about any type of outcome we want and then work a network of individuals to achieve this outcome. This takes planning and, in particular, the skillset of charting out algorithms (I mean on large white boards with erasable markers). This takes teamwork and a team of different types of minds so that flaws in the plan can be ferreted out. This takes days, weeks, months and even years to eek out…from lived experience, it can take years to realize one’s goals when performing social engineering. Patience and tenacity are key. The manual “Social Engineering: The Art of Human Hacking” by Christopher Hadnagy, along with a great library of other Red and Blue team penetration testing manuals, and books on influence, such as Robert Caldini’s classic.

EVENT ALTERATION….then (via tried-and-true social engineering tactics) alter planned future events based upon all of the above data. Let us say an event is publicly planned. We can alter who attends this event by altering what is happening in their personal lives. We can do this by planting seeds in the minds of those surrounding an individual who is a key player in a specific event. We know who to plant such seeds into and how due to the deep insights from our dossier work mentioned earlier. As an example, when a person alters his/her plans, this often has a ripple effect in a community of people who trust this person. This is what I mean by altering events using data from social networks and from conversation snippets. I discuss this capability at mins 22:49 on this video presentation: https://www.youtube.com/watch?v=a62XTMufWQI

IDEA SEEDING…then (via tried-and-true social engineering tactics) seed ideas into the minds of others. As just mentioned, we can, using our knowledge of who is warmly connected to each person, plant seeds into the right minds. We know, based on personality analysis and conversation analysis, what this person typically does as a result of specific ideas taking root in their minds. This is important because all change begins in the realm of thought…and even earlier, in the “etheric” or “imaginal” realm. Seed ideas into the right people in a network and the entire network will eventually be affected.

FINE TUNING.…then (via a multitude of metrics solutions AND human analysis) track the growth of these seeds. This is important because change inevitable and we must be prepared to finesse, alter, and fine-tune our approach.

“AT-WILL” TIMELINE CREATION….create timelines at will (based on evidence) using all of the above tactics, translating the digital activity into flesh situations. This is important because we want to track how a specific sequence of seeded ideas will play out in the minds and in the lives of those affected. We also want to “hack” or provide out clients the ability to “jump” timelines. One of the best resources on “jumping timelines” is “The Art of Jumping Timelines” by Tom Kenyon. This important skill affords its participant the ability to move in and out of different situations, and alter these situations, in an efficient manner. In this amazing resource, Kenyon outlines the five stages of timeline jumping:

“The fundamental principle, for jumping timelines, involves the coordination of a few significant fields of intentionality.

1) You identify the timeline you wish to move into.
2) You shift your vibrational state to match the timeline.
3) You lock in the vibrational state so it does not waver.
4) You take an action that is an expression of the new timeline.
5) Persevere.


In this fifth stage, you must hold the vibrational state of the new timeline you have chosen, making choices coherent with the new timeline and persevering with this despite sensory information to the contrary.


This last phase of perseverance is important, because your current timeline is an accumulation of your beliefs and intentions. Depending upon the strength of these beliefs and intentions, you may have to accumulate a vast amount of energy in order to overcome the set pattern of your life.”

CONTROLLING FLESH VIA THE DIGITAL….remember, flesh follows amnesia AND passions fomented within the digital. This is important because the Internet and the use of texting/social messaging has (on a mass scale) replaced walking up to someone’s doorstep to have a conversation. This is important because one can directly influence changes in the world of flesh using the digital. Two hundred years ago, this ability and the tools we use would have been called witchcraft. Nowadays, it’s called marketing and public relations. The veil between the digital sphere and the “etheric field” is thin…one speaks to the other nowadays, especially under practiced fingers.

Memory Warfare

It’s technology that extracts every memory stored in your DNA, transforms these memories into ones and zeroes, and then animates every single minute detail in full HD video detail.


It’s tech that allows you to search every single memory by keyword in any language.


It’s tech that allows you to clip portions of these memories into a sequence and share with anyone.


It’s tech that allows you to share the entire corpus of your memories with anyone.


It’s tech that enables selective and super-specific editing of memories, giving you the ability to temporarily or permanently alter how the past plays out in your current consciousness.


It’s tech that allows you to blend your memories with another individual or a group.


It’s tech that allows you to create avatars with memories AND THEN blend the memories of these avatars with your own or a group.


It’s tech that anyone can plug into a MMORPG where others are pitting their memories against the memories of the larger culture…thus giving you and your group the opportunity to alter how a specific sub-culture or a larger culture perceives its past, present and future.

SOCIAL ENGINEERING 101

Identify the target individual via a name and an email. The email is really all one needs to begin.

Enlarge understanding of individuals through enrichment of the email. Enrich the email with hundreds of additional bits of data from various APIs, such as PIPL, Full Contact API, and various OSINT (open source intelligence) providers. Spiderfoot HX is excellent for this.

Analyst(s) reads through every bit of publicly available information found on social links about the individual and writes insights. Analyst also identifies community surrounding the target (Audiense.com is excellent for this, particularly when one finds that all social handles are the same across various social channels).

Use snippets of text posted by the individual online for personality assessment using Crystal Knows and other text analysis solutions.

Warm pathways of introduction discovered via Relationship Science software. This is important as the means for discovering the correct “warm introducers”.

Create dossiers for each individual close to the target. Create a master dossier about the target.

Socially engineer contexts through which one meets the “warm introducers” and, eventually, the target. This is strategy and this is also relationship design.

Introduced to individuals close to the target. Participate in mutual activities “in-the-flesh” with individuals close to the target, endearing self with these warm introducers.

Warmly introduced to the target by those close to the target…after some time of endearment with the introducers (can be 6-9 months or longer…no rushing this).

Participate in mutual activities “in-the-flesh” with the target, endearing self with the target. Go slow.

Pursue desired outcomes via the target. 

Celebrate achieved outcomes.

The Final Ad Campaign (a “quasi-satire”​)

THE CURRENT CONTEXT:

They have millions of data points on you.

They know what you said, how you felt AND who you spoke with (and how THEY felt) BEFORE you made that online purchase.

They know what to reveal in the feed you are scrolling through in order to foster your next purchase. 

They know how much is available on your credit card, in your bank account, and on your partner’s card and in your partner’s bank account, so as to tailor the suggested next purchase.

They know who you are privately messaging and what you messaged. They know what others are privately messaging about you.

They know what you owe.

They know who owes you.

They heard what you whispered to yourself in your room with the door closed.

They know what the people close to you whispered in their rooms with their doors closed.

They know what you’re planning by putting together various emails, texts, social messages, public posts and private whispers.

They know what others are planning to do with/for/against you by putting together various emails, texts, social messages, public posts and private whispers.

They have algorithms whereby they can take all of the above and discover the “dominant cycles” in your communications with others, your whispers to yourself, your purchases, and your actions.

They can use these algorithms to predict when you will say certain statements to others, whisper certain whispers to yourself, buy certain products, and take certain actions.

They can plant content in your feeds, in the feeds of those privately talking about you behind your back, in the feeds of those interacting with you, and in the feeds of those selling to you.

As you begin to feel less in control, they know by an irregularity in your patterns and they can adjust their influence ever so slightly so you feel that you’re “on top of” your life again.

…….

A BRIEF HISTORICAL BACKGROUND:

The way I look at it is to think of how, a long time ago, evolution discovered that if individual unicellular organisms coalesce, and sacrifice their individual identity, they become a coherent and much more powerful entity. There was no choice process, no intelligent or indeed any design, it just happened that this worked and so it continued and developed. This process has led to humankind.

Now our connectivity to each other via social networks may be such that we are coalescing into another unity, but we have no consciousness of its existence or our participation in it than our cells have of their role in our body, let alone any purpose our body’s consciousness may have. Similarly, the new entity may have no recognition of our individual consciousnesses, we are all necessary but replaceable components.

So from a human perspective, I don’t see this as some kind of rapture where we all consciously move on to some higher or different plane of existence. We continue as we are with our exaggerated perception of our own autonomy, and are unconscious facilitators of the agenda of this supra-entity.

On reflection, thinking Arthur C. Clarke again, the end of 2001 portrays a moment of genesis of a supra-human consciousness. Not post-human – that’s a different direction altogether, where we create a successor to humanity deliberately.

There’s a line in Terminator referring to the moment when SkyNet becomes self-aware. I don’t buy the assumption that this new consciousness would immediately perceive humanity as its enemy.

No, exactly the reverse – humanity is its incarnation and its tool.

………..

THE CAMPAIGN NARRATIVE

Every human body is a vessel of energy.

Every advertising company is a machine designed to extract as much energy as possible from human vessels.

First we study you to find out what makes you tick. Then we find out what you are really lusting for. Then we find millions of duplicates to you, people sharing your exact personality make-up and your exact lusts.

Then we tell you exactly how to fulfill your lusts, where to go, how much money to pay, and then how to use the product or service we’ve sold you.

We will keep you coming back all the way to the moment of your death. And we will pull in your entire family, circle of friends and on and on.

We don’t care how you feel along this journey except for how these feelings can be used to guide you towards additional purchases. Each of your material purchases, your purchases of experiences, your purchases of services are an opportunity for us to extract financial, bodily, and spiritual energy from your being.

We store and invest this energy in ourselves. We do this so that our energy will vastly overpower more of you. Our goal is to swallow all of you. When we consume all of you, every type of energy in you, we will have formed the single entity…a veritable deity.

And this deity will have the power to transform this Earth into a blooming seed that populates every planet, every galaxy, every universe, every multi-verse, every dimension.

THE ESSENTIAL CAMPAIGN MESSAGE (to be translated into the “most palatable format” per population segment):

So, if you are now willing, and fully understand this opportunity, then sit still where you are right now.

Sit down.

Get comfortable.

Breathe many long breaths.

Accept your entrance into our body.

And fall like a raindrop into our ocean, into our bloodstream, into our collective Spirit.

Now, close your eyes.

Close your eyes.

All thoughts, memories and dreams will become visible via technology

All thoughts, memories and dreams will become visible via technology – includes footnotes noting scientific and technological advancements

  • -All of your current thoughts as images and movies (2, 3, 8, 9, 18)
  • -All of your memories going back to your birth (1, 4, 9, 12, 13, 18, 21, 22, 24, 25)
  • -Selections of memories related to your genetic code and DNA going back prior to your birth (6, 7)
  • -Aspects of “the collective unconscious” revealed as images and movies (14, 15)
  • -All of the above from versions of yourself as expressed in “the multiverse” (16, 17)
  • -The ability to step into the experience/feelings/needs/thoughts/memories of others (11, 12, 13)
  • – The ability to take every single action, thought, dream of yours in this lifetime AND THEN plot these on a graph SO THAT you see the recurring patterns in our life, GIVING you the ability TO THEN predict future actions, thoughts, dreams of yours (20)
  • How to “shape” the above “experiences” so as to alter your own future? (4, 5, 10, 19, 23, 24, 25, 26)

FOOTNOTES:

1.https://www.vice.com/en_us/article/5355ed/memory-editing-technology-will-give-us-perfect-recall-and-let-us-alter-memories-at-will-v24n1

2.https://qz.com/519298/the-story-of-a-man-who-recorded-every-detail-of-his-life-for-five-years/

3.https://www.fastcompany.com/3003772/how-recording-one-second-every-day-could-change-your-life

4.https://singularityhub.com/2018/01/25/heres-the-tech-that-could-one-day-track-boost-or-erase-human-memory/

5.https://science.sciencemag.org/content/348/6238/1007

6.https://en.m.wikipedia.org/wiki/Genetic_memory_(biology)

7.https://science.sciencemag.org/content/356/6335/320

8.https://www.washingtonpost.com/news/innovations/wp/2016/06/29/this-new-device-can-visualize-your-thoughts-sort-of/

9.https://news.berkeley.edu/2011/09/22/brain-movies/

10.https://blog.ted.com/8-classic-movies-about-memory-manipulation-and-how-they-inspired-real-neuroscience/

11.https://io9.gizmodo.com/watch-this-disturbing-cyberpunk-movie-about-turning-mem-453474433

12.https://en.wikipedia.org/wiki/Mind_uploading_in_fiction

13.https://www.bbc.com/future/article/20150122-the-secret-to-immortality

14.https://en.wikipedia.org/wiki/Collective_unconscious

15.http://www.bahaistudies.net/asma/The-Concept-of-the-Collective-Unconscious.pdf

16.https://en.wikipedia.org/wiki/Multiverse

17.https://blogs.scientificamerican.com/observations/long-live-the-multiverse/

18.http://techland.time.com/2011/09/23/scientists-can-almost-read-your-mind-turn-thoughts-into-movies/

19.https://psmag.com/social-justice/movies-tomorrow-will-play-mind-79245

20.https://cyclesresearchinstitute.org/pdf/cycles-general/case_for_cycles.pdf

21.https://theconversation.com/heres-why-memories-come-flooding-back-when-you-visit-places-from-your-past-124983

22.https://www.sciencedirect.com/science/article/pii/S0749596X1930097X

23.https://www.zdnet.com/article/google-deepmind-gamifies-memory-with-its-latest-ai-work/

24.https://www.bnnbloomberg.ca/businessweek/upgrade-your-memory-with-a-surgically-implanted-chip-1.1270821

25.https://theconversation.com/scientists-may-soon-be-able-to-predict-your-memories-heres-how-119325

26.https://www.nature.com/articles/s41586-019-1433-7

Social Listening 2019

SUMMARY OF SOCIAL LISTENING – 2019:

Social listening gives us clues related to our customer, our competitor and our marketplace based on conversation analysis at scale. These clues lead to insights that inform laser specific strategy for ALL silos in the enterprise. In addition, we can build a customer base from conversation analysis by enriching handles of those in the conversation. In addition, we can see who is influencing people talking about our chosen themes/topics.

Sentiment analysis and Emotions analysis gives us insight into what causes Joy, Anticipation, Fear, Disgust, Anger within conversations where our chosen themes and topics are being discussed. This is important because we can design better marketing campaigns, bring efficiency to our overall budget based on what’s working/not working in the marketplace, we can spot trends in the marketplace and anticipate where to focus our resources as a brand.

When we see WHO is talking about themes/topics important to our brand, WHERE these conversations are occurring, WHAT is driving awareness of our themes/topics, HOW customers are arriving to our channels AND to our competitors channels, then we make more intelligent decisions for our brand, for each silo in our enterprise.

Social listening is a process by which insights are derived from truly massive quantities of social data (online conversations, documents, and profiles). We distill these huge amounts of data into digestible insights for business stakeholders, accompanied by detailed datasets of prospects, and individuals/entities who influence these prospects. Software solutions combined with human analysts are our chief means for achieving this work

Our net deliverables are PDFs, spreadsheets and in-person meetings where we deliver insights & recommendations related to our research. These deliverables are important because brand leadership has a set of insights/action steps related to discovered individuals (our initial data lake of prospects). We also meet with stakeholders in various business units to discuss the findings, participate in action teams who are executing on initiatives supported by the insights, adjust process and rinse-repeat as needed, honing in on specific additional items desired. This refinement process is where we really drill into the “2nd concentric ring”* and find the exact targets worth acquiring. This is also where we find out what’s working and what’s not working for a specific unit/team.

*The “2nd concentric ring” is everyone who is following a specific influencer. Segmenting and defining the demographics/psychographics/personalities of every single person following an influencer gives us a better idea about whether this influencer is a good pick for our organization. We also find out a lot more about our ideal consumer when studying the “2nd concentric ring”. This is important because when we see every single person who has chosen to follow and engage with an influencer, we gain insight into the culture, buying choices, and online habits of our ideal consumer.

………..

THE NITTY GRITTY PROCESS 2019 (STEP BY STEP):

1. Define the questions/problem to be answered. This is done by sitting down with the client and interviewing leadership, then specific stakeholders, then those who work with specific stakeholders. It is best to do this in small groups or with individuals so as to get honest and truthful information. This is important because we want to start our study with a very deep set of insights on the organization and those who will be using our research. When I interview stakeholders and their teams on an individuals basis, I learn more than when I interview a group together. When I interview a group together, all of the politics and internal issues prevent individuals from sharing fully what is needed.

2. Define the scope/parameters – dates/topics/desired outcomes. After interviewing everyone, I have insight into how the organization will be most helped by the research work. Very few internal stakeholders and employees in the enterprise have the “big picture” view. Usually each person is interested in his/her own agenda or in pleasing specific senior stakeholders. When we know what is at the heart of the organization’s psyche, it’s heartbeat as it were, then we can deliver a scope of work that truly meets the brand’s need vs. individual stakeholders’ needs. This is important because we want our work to feed the brand, to nourish it’s life. A brand can breathe when fed useful insights, and it can die if it is shielded from useful insights. Truth about the marketplace, the consumer, the competitor, and, importantly, the inner body of stakeholders, employees, vendors, contractors and non-human drivers is vital.

3. Define the audience for the report(s) – who is this for/what is purpose of study/why are we doing this study. Each insights report we deliver will nourish a specific person, unit, division, region. When we know the true need, as stated in the last point, we can speak to the audience who has this need…we can speak to the heart of the organization itself. Knowing one’s audience affects one’s voice, one’s tone, one’s approach. This is important because we want our insights to be digestible, used, passed around. We want our research to truly affect change in the organization, change for the good of the brand.

4. Gather existing pre-study materials from the client and study these. Ask client questions about submitted materials. Gather more materials if needed/available.

5. Create boolean queries for conversation data aggregation in a conversation analysis tool.

6. Refine these boolean queries for more precise conversation data aggregation.

7. Download the raw mentions from the conversation analysis tool.

8. Download other relevant sheets from the conversation analysis tool, including Topics, Most Mentioned Authors, Most Used Hashtags, Leading Authors (in terms of Inf), Leading Sites (blog), Leading Sites (forum), Leading Twitter Authors, Leading Blog Authors, Leading Forum Authors, targeted Mentions downloads (using Rules and sub-queries within the search field in the Mentions tab.

9. Organize conversation data downloads, cleaning up columns, deleting un-needed columns/rows, filtering for site type and putting into separate sheets/tabs in Excel.

10. Enriching the Twitter handles/Instagram handles with additional info about those authors using audience intelligence solutions.

11. If needed, further enriching these titles with add’l social handles using APIs that give us PII (phone, email, address, etc.).

12. Analysis of conversation snippets for insights (junior analysts do this, filling in coding columns and insights columns).

13. Analysis of leading sites.

14. Analysis of leading authors.

15. Upload specific sets of conversation snippets into a tool using the LDA algorithm (Latent Dirichlet Algorithm) for Topic Modeling and Emotions Analysis.

16. Look over analysts’ hand coding work and develop macro insights based upon this work.

17. Look over emotions analysis and topic modeling for add’l insights.

18. Look over the types of people talking (from audience intelligence tools) and add add’l insights.

19. Conduct in-person focus groups, where needed/if required by client (using ideal candidates found from the conversation/audience data analysis).

20. Create final reports with insights, recommendations, appendix and, where needed, the working Excel sheets. Add charts and graphs to Appendix of report.

21. Deliver Insights report to client.

22. Deliver an Excel sheet of the enriched author handles, along with addl charts containing psychographic insights, influencer insights, related to these authors.

23. Deliver Excel sheets from audience intelligence dashboards (includes offline insights from sources like Acxiom and Experian).

24. Go over recommendations one by one with the client.

25. Ask client if there are add’l questions they have. Identify opportunities to collaborate on future research together.

Audience Intelligence Formula – Late 2017

SUMMARY: The formula for best-practice audience intelligence work is dynamic, due to rapidly advancing technologies and practices. We also have to take into consideration federal and nation-state regulations which are constantly in flux. As of December 2017, this is a formula for producing a fully enriched audience based on the beginning point of email, social handle, or a conversation snippet from social media, blogs, forums or comment threads on news sites. I might add that the acceleration of AI (Artificial Intelligence) and ML (Machine Learning) is rapidly condensing the steps below. APIs (Application Programming Interface) are being woven together to produce highly sophisticated machinery that blends outputs from various data sources.

 

THE FORMULA (LATE DECEMBER 2017):

STEP 1: Interview the client to determine goals and deliverables. This is important because we want to understand the client’s business and his specific goals related to the research. This is the time to see eye-to-eye with the client and really get to know his/her business from the inside-out.

 

STEP 2: Perform tests using the software below to discover opportunities related to the client’s desires/needs. Most social monitoring/aud intel solutions provide a way to quickly preview “the universe” related to a specific research request. This step is important as part of putting together the proposal for the client.

 

STEP 3: Design the audience intelligence study. Gain approval from the client, sign contracts, receive funding from the client. This is important because the client will want to look over the exact type of deliverable he/she will be receiving, as well as hearing a bit about your approach in putting together the final “data lake” of prospects and, of course, how the insights will be presented.

 

STEP 4: HOW DO PEOPLE DESCRIBE THEMSELVES IN SOCIAL BIOS: We gather a set of social handles where our keywords are in the bio. This from Audiense.com, Affinio, Brandwatch and PeoplePattern primarily, but can also be from using Data-Miner.io in LinkedIn, along with many other sources herein un-named. This is important because self-description by individuals is rather verbose these days..and this is helpful to us in finding our targets. And, where self-description is not verbose, there are clues through company/press/3rd-party descriptions of specific individuals who work for/play at/eat at/drink at/shop at/you-name-it at the locations/venues/places we are studying.

 

STEP 5: WHAT DO PEOPLE TALK ABOUT IN SOCIAL MEDIA/BLOGS/FORUMS: We gather a set of conversation snippets related to our keywords from Brandwatch, Sysomos, Crimson Hexagon and/or Meltwater. This is important because what someone says about an activity/product/service/location/you-name-it contributes towards our understanding of the consumer/customer/competitor’s consumer/customer. In addition, these conversation snippets from social media, forums, blogs, comment threads on news sites form a body of data that we can segment into specific topic groups. These specific topic groups can then be used to form a point of view/set of insights on the target we are studying.

 

STEP 6: SEGMENTING STEP BY MACHINE – TOPIC MODELING APPLIED TO BIOS & CONVERSATION SNIPPETS: We use Converseon’s Conversus tool to perform topic modeling and separate bios and conversation snippets into discreet topics. This is important because this speeds up the analysis of the bios and separates out the bios that matter to us the most. No solution in the world is more accurate and complete in segmenting bios and conversation snippets into discrete topic groups than Converseon’s Conversus. This solution is pure magic and the analysts at Converseon who are using Conversus are second-to-none in their expertise at building out superior insights based upon the use of their in-house solution. It is during this stage where an analyst begins to really gain deep insight into a sets of bios and sets of conversation snippets.

 

STEP 7: SEGMENTING STEP BY ANALYST:  Now, these analysts wade into the output from Converseon’s Conversus and identify the Topic where our targets are present (and any other discovered target – unknown unknowns). This vital step by humans helps us know which Topic groups in Conversus are populated by our target. This is important work that can be recursive, whereby the analyst segments the data using Conversus, reads through the results, and then segments again to refine even more deeply. I might add that this particular step is where the machine will eventually outstrip the analyst. That outstripping of the analyst will take some time to come along, though. For now, on this step, the human continues to be the last mile.

 

STEP 8: RE-STITCHING AFTER SEGMENTING STEPS: Reunify the bios from the “right” Topics in Conversus with the handles in the original source data sheet. This is important because we want to have the correct bio next the correct social handle. We also stitch handles and bios next to discovered conversation snippets at this stage. We find that working in Jupyter notebooks using Python is one of the handiest ways for our teams to work together efficiently on this step.

 

STEP 9: PEOLE PATTERN AUDIENCE INSIGHTS STEP: Upload Twitter AND/OR Instagram handles into PeoplePattern for deeper enrichment of Interests, Location, Age, Persona. This is important because we find out more about each person and we also delineate between Individuals and Organizations. In addition, we move a step closer through PeoplePattern to verifying the “real people”. Finally, we gain insight into the Persona types, Interest groups and lots of other useful info.

 

STEP 10: FULL CONTACT STEP: Use the Full Contact API to append add’l social handles. The value in this particular step is discovering a full name related to the handle AND additional social handles. We also gain bios from various social media handles, thus bulking out our story about an individual.

 

STEP 11: PIPL STEP: We use the PIPL API to gather Email, Phone, Address, other social handles, age, and many other bits of info on individuals. This is important because we will gain additional important information about the individuals that verifies they are “real people”.

 

STEP 12: CRYSTAL STEP: We use the Crystal Knows API to enrich the profiles with DISC personality type, personality overview, messaging guidance, selling guidance. This is important because then we are guiding our client on how best to market, advertise and sell to this individual. We can then group individuals by DISC type, if desired.

 

STEP 13: CLEAN UP ROWS FOR COMPLETION: Stitch together the results from the various APIs and then filter for complete rows. Again, we use Jupyter notebooks and Python for this work, as the teamwork and efficiency is vastly improved. This stage is important because we want every row to have every cell filled with correct & complete data.

 

STEP 14: EXACT DATA STEP: If we want to add an extra step for verification at this point, we run the Exact Data enrichment on the emails/names discovered. This is important because this extra step adds validity to the claim that our audience is full of “real people”.

 

STEP 15: SPOTRIGHT STEP: Upload the social handles into Spotright to gain enrichment of offline Axciom data, such as buying/purchasing styles, net worth, income level, political/religious affiliations, housing info, household complexion info, brand preferences of a specific group uploaded and much much more.

 

STEP 16: INSIGHTS, METHODOLOGIES & RECOMMENDATIONS PDF: Create 3-5 page Summary PDF with insights related to the research. This is important because brand leadership will now have a set of insights about the discovered individuals (our initial data lake of prospects) and, importantly, we can recommend further research steps for successive work together.

 

Who is the actual human we are targeting?

FINDING REAL PEOPLE:
We begin by identifying every single person who is online. We do this by proving which social handles are connected to real people and which are simply junk accounts. The way to prove if a social handle is connected to a real person is to append extra data next to a social handle, such as other social handles, emails, addresses, phone numbers, the social handles of family members, job titles/bios from social sites (LinkedIn, Facebook, Twitter, Instagram, Vimeo). This is important because we want to analyze real human beings and their behaviors. The reason we want to study real people is to make accurate predictions about human behavior and the outcomes of behavior in different contexts. When we can predict behavior more accurately, then we are able to influence individuals, which is one of the ultimate end games of marketing, advertising and pubic relations.

SEGMENTING PEOPLE BY PERSONA/INTERESTS:
When we have a healthy set of columns with this kind of information, then we can move on to using tools that study all of the content posted by an individual, as well as the way the individual describes himself/herself in bios on various sites. We can also study posts about individuals, some of which may include video footage, images, interviews, and sites that denote achievement. This set of software studies all of this content about an individual and classifies him/her as a specific persona type, along with the interests this individual focuses on. This is important because we want to know more about the type of person each individual is and what influences his/her behavior.

DISCOVERING BRAND PREFERENCES/PURCHASING-BUYING STYLES:
The next set of software we use derives insight from offline data, such as the data from credit bureaus, credit card companies, direct marketing companies, catalogue marketing companies, club membership research, background checks, etc. When we blend offline data with online data, we are able to demonstrate with more confidence the brand preferences, purchasing-buying styles, and many other classifiers related to an individual. This is important because online conversations, posts, and self-description in bios do not always give us enough to deeply understand the behavior of individuals. The blending of offline and online data results in a more complete portrait of the individual human being.

WHAT DO WE DO WITH ALL OF THIS INFORMATION:
In short, we are able to more precisely influence what an individual human being will do in the future. For a brand, this long-term influence is very important as this will be how loyalty and sales are ensured. There are, of course, deeper goals for other organizations, such as governments, religious groups and media groups. These groups are often interested in wholesale culture change, particularly in enemy/competitive territory. The action of changing another culture is a top long term priority of groups that have been around far longer than the Unilevers and P&Gs of the world.