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A THOUSAND TRUE FANS as derived VIA KEY INFLUENCERS: A POSSIBILE PROCESS FOR DISCOVERING YOUR PERFECT AUDIENCE

admin May 28, 2011 No Comments

Discussing A Thousand True Fans with Eleftherios Hatziioannou in Athens, Greece. May 25, 2011.

A Thousand True Fans essay by Kevin Kelly:
http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php

First, organize 1,000 by Seth Godin: http://sethgodin.typepad.com/seths_blog/2009/12/first-organize-1000.html

A DEFINITION:
“A True Fan is defined as someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can’t wait till you issue your next work. They are true fans.” ~Kevin Kelly, The Technium

…………………

“In the entertainment area, there are members of the hardcore fan base.
The equivalent of the guys who will camp outside of an Apple store to get the new iPhone.

On the innovation curve, these are the fanatics.
The more interesting group is the one immediately to the right of the fanatics.
The ones who move you across the chasm and into the mainstream world of the “early majority”

These are the ones who need to be identified.
Because these are the real influencers.

Fanatics are important in the entertainment world.
Is this equally so for other industries?

The fanatics are important …. but the “visionaries” are crucial.” ~Peter Economides, FelixBNI

…………………

“For example, let’s say you launch a Facebook campaign to get 1,000 “likes” for your brand page. You make your goal of 1,000, but what’s to say those people will attend your event or even visit the page at a later date? You have to offer them something of value in order to create a social consumer. That social consumer might then provide feedback on the event and even influence peers to attend. Figure out what your audience wants, and give it to them — over and over. You have to give them a reason to both connect and come back.” ~Brian Solis, Altimeter Group

……………………….

How does influence translate into dollars:
http://www.youtube.com/watch?v=ztUOVVZAxvU

……………………….

A PROCESS: A THOUSAND TRUE FANS as derived VIA KEY INFLUENCERS

1. TWITTER SET-UP AND BRANDING: Set up a non-branded Twitter account for market research purposes related to specific customers (ie. – Tourism, Hotel, Restaurants, Art, Fashion). Value: This will be our “window” into the Interest Graph.

2. KEY INFLUENCER IDENTIFICATION & FOLLOW: Identify 1000 Key Influencers using Listorious (http://www.listorious.com) AND Research.ly (http://research.ly). Follow these 1000 influencers in the non-branded Twitter account. Value: Know the Social Influencers related to your vertical market, customers and competitors. Connect to them for realization of sales goals, event opportunities and growing awareness in regions/communities you may not have penetrated. Grow the network around the customer for the purposes of connection, sales and marketing.

3. CSV FROM TWITTER (with 3rd Party Tool): Download a CSV from Twitter (with a 3rd Party Twitter Export tool like Export.ly – http://export.ly).

4. CSV TO FLIPTOP (or other tool): Upload CSV of Twitter account to Fliptop or another tool to discover influencers’ locations ACROSS The World Wide Mind (http://www.theworldwidemind.com). Value: (a) I get to see where my influencers are in other social properties AND (b) I get to hear and see what they are messaging about.

Discussing The World Wide Mind with Eleftherios Hatziioannou in Athens, Greece. May 25, 2011.

5. FOLLOW THE INFLUENCERS IN FACEBOOK, LINKEDIN AND OTHER SOCIAL PROPERTIES: We will translate our findings into actual friends in the social networks and begin the process of connecting with these friends. Value: Influential friends in the Social Graph that we have discovered via the Interest Graph.

6. TWEET CREATION/COPYWRITING: Turn entire corporate site, blogposts and other collateral into tweets. The goal here is to get around 150 tweets for scheduled posting. Also, derive and mash-up content BASED UPON current and trending conversations WITHIN The World Wide Mind. Value: Influencers who follow you will become aware of what you offer and interact with you on this. Note: for a non-branded research account, we can copy-write industry and niche-related tweets.

7. TWEET SCHEDULING: Schedule these tweets in Social Oomph – (http://www.socialoomph.com). Value: This will be pre-scheduled so you do not have to keep tweeting (the tweeting will be automatic).

8. KEY INFLUENCER CONTENT SUMMATION: Summarize what the 30-50 top influencers are saying in the Twitter accounts. This would be “culled” from their latest 100 tweets. Value: This is a very powerful option, that will give branding teams insight into what top influencers are talking about.

9. KEY INFLUENCER ENGAGEMENT: Engage and nurture relationship with Key Influencers. Results sought: (a) Getting the Key Influencer to follow you back (b) Getting the Key Influencer to re-tweet, share or post a message originating from you (c) forming a business partnership with the Key Influencer for mutual benefit and the benefit of the customer (customer-centric business).

The Socializers – A Thousand True Fans – IMH Communications 2011 Cyprus

View more presentations from The Socializers

RESOURCES:

THE WORLD WIDE MIND: http://www.theworldwidemind.com

A THOUSAND TRUE FANS: http://www.a-thousand-true-fans.com

THE LONG TAIL DEBATE: Long Tail Debate: http://bit.ly/long_tail_debate + Long Tail Keywords http://bit.ly/long_tail_keywords

The World Wide Mind

admin May 6, 2011 No Comments

The world is made of stories, not of atoms. – Rukeyser

THE PRISM OF STORIES: Brian Solis’ Conversation Prism is the “eye in the sky” at this time. If one wants to peer into the World Wide Mind, no better microscope is needed than the Conversation Prism. The networks and social sites within this Prism are both social and interest focused. The Prism is a living image that pulsates with our conversations, relationships and potential. And our mysteries.

THE MYSTERIES WITHIN THE PRISM: If one peers deep enough through the Conversation Prism, the resulting transparencies AND mysteries are truly profound for the individual, the community and humanity itself. In fact, one finds that transparencies (what is revealed) tend to invoke even deeper mysteries. In the words of the great and current mathematician, Grigori Perelman, “Emptiness is everywhere and it can be calculated, which gives us a great opportunity.” It could be said that the white space, the “dark matter”, the shadows within AND between the social properties in the prism offer the MOST potential. Tools like Research.ly and Recorded Future are helping humanity plumb these seemingly “empty” spaces.

THE HUES OF OUR GLOBAL MIND: I have identified one property from each shade of the Prism. These are first layers of an onion: the conscious level of our World Wide Mind, our collective psyche. The next layers are found through the conversations discovered when one searches one’s interests, customers, competitors and questions WITHIN the World Wide Mind.

QUESTIONS DEVELOPERS SHOULD ASK THEMSELVES: Developers should ask themselves what new apps, new social properties and new functionalities lie BETWEEN these existing social properties. Which of these social properties should “mate” one another? What does a conversation between Quora and LinkedIn sound like? What does a love affair between Technorati and Disqus look like? Are there categories that have yet to emerge? Can the Prism be even more finely divided?

SOCIAL BOOKMARKS: STUMBLE-UPON presents only web sites suggested by other like-minded Stumblers. Think: Bookmark. Not all those who wander are lost. ~J.R.R. Tolkien

COMMENT AND REPUTATION: DISQUS builds active communities from comments at your website, blog or web portal. Think: Debates & Innovation via Conversation.
It is better to debate a question without settling it than to settle a question without debating it. ~Joseph Joubert

WISDOM OF THE CROWDS: REDDIT is a source for what’s new and popular on the web. User’s vote content up and down. Think: Democracy. Democracy is a device that insures we shall be governed no better than we deserve. ~George Bernard Shaw

QUESTIONS & ANSWERS: QUORA is a continually improving collection of questions and answers created, edited, and organized by everyone who uses it. Think: Question Answered! Who questions much, shall learn much, and retain much. ~Francis Bacon

COLLABORATION: BASECAMP is the leading web-based project management & collaboration tool. To-dos, files, messages, schedules, & milestones. Think: TeamWork. Unity is strength…when there is teamwork and collaboration, wonderful things can be achieved. ~Mattie Stepanek

SOCIAL COMMERCE: GROUPON negotiates huge discounts—usually 50-90% off—with popular businesses. Think: Coupons. A History of Coupons Infographic. -http://bit.ly/history_of_coupons A History of Groupon. –http://bit.ly/history_of_Groupon

BLOG PLATFORMS: POSTEROUS lets you post things online fast using email. You can attach any type of file & POSTEROUS posts it to your POSTEROUS blog & social properties along with the text of your email. Think: Writers and Authors. It’s not what happens to people on the page; it’s about what happens to a reader in his heart and mind. ~Gordon Lish

BLOGS/CONVERSATIONS: TECHNORATI tracks the authority and influence of blogs AND provides a comprehensive & current index of who & what is most popular in the Blogosphere. Think: Bestselling Authors. One of the biggest challenges is how do you make that content more easily discoverable, easily consumable, easily digestible. ~Fortune Tech

SOCIAL CURATION: PAPER.LI organizes links shared on Twitter and Facebook into an easy to read newspaper-style format. Think: Journalism. Curation itself isn’t new; it’s just the way that some of us are doing it online that’s fairly new. The tools have evolved, but the goal of capturing a story and turning people’s attention to it isn’t. ~Andy Carvin (http://twitter.com/#!/acarvin)

SOCIAL CURATION 2: SPOT.US enables the public to commission journalists to do investigations on important and perhaps overlooked stories. We are an open source project, to pioneer “community funded reporting. Think: Journalism. We no longer look for news, it finds us. ~Lee Mikles

STREAMS: TWITTER – The ultimate source of Interest-related information. Everything and anything is being messaged about 24/7 here. TWITTER is THE golden key to discovering INFLUENCERS. Think: Giant Rivers of Information. Twitter is a tool for “anarchic learning and peer support”. ~John Davitt

NICHEWORKING: YAMMER is a tool for making companies & organizations more productive through the exchange of short frequent answers to one simple question: What are you working on? Think: Walkie-Talkies in The Factory. Anyone in a company can start their Yammer network and begin inviting colleagues. The privacy of each network is ensured by limiting access to those with a valid company email address. ~Yammer HQ

DIY + CUSTOM SOCIAL NETWORKS: JIVE is THE social business solution delivering features of popular social networking, community, collaboration, and content management software in a single highly secure enterprise platform. Think: Social Business. Business Process Management (BPM). Jive enables businesses to engage with their employees and create environments where ideas can be shared, knowledge can be shared, and expertise can be shared, to create efficiencies and help unlock value. What’s missing is businesses understanding how to organize for that collaboration to occur, and how to integrate those tools to allow collaboration. ~Jeff Dachis, Founder and CEO, Dachis Group

SOCIAL PHONES: SKYPE is a software application that allows users to make voice calls and chats over the Internet. Group calls, file-sharing also. Think: Telephone
The acceleration of Skype. http://bit.ly/skype_stats2011

SOCIAL NETWORKS: FACEBOOK is THE BIG-ONE. You dream how you want to do it and you can do it here via a dizzying array of apps and methods of communicating. Think: The Ocean/Universe. There’s lots of stuff none of us have ever seen before. That’s good in some ways, but limiting in other ways. ~Mark Zuckerberg, Founder and CEO of Facebook

LISTENING & TARGETING: RESEARCH.LY allows users to build “on-the-fly” communities based around any interest. Non-branded Interest-Graphs built with RESEARCH.LY provide one of the BEST sources of real-time collective intelligence. Think: Market Research/Focus Groups
Jodee Rich, Founder and CEO of PeopleBrowsr, talks about Research.ly – http://bit.ly/about_researchly_2011

BUSINESS NETWORKING: LINKEDIN is a networking tool to find connections to recommended job candidates, industry experts and business partners. Think: Career Building/Networking with Colleagues. See Twitter and Quora as golden keys to LinkedIn. Data will be the platform of the next era of the web, of Web 3.0. This is where some massive innovation will happen that will transform our lives. ~LinkedIn Founder and Chairman Reid Hoffman

ATTENTION/COMMUNICATIONS DASHBOARDS: HOOTSUITE is a web and mobile social media dashboard that helps individuals and organizations spread messages, monitor conversations and track results across multiple networks including Twitter and Facebook. Think: Thread & Needle (this is a tool for “knitting” communities). “HootSuite was created at a digital agency called Invoke where we experienced the problem of managing multiple social accounts on multiple networks for multiple clients,” said Community Marketing Director Dave Olson. “So we set out to solve this problem elegantly. We created a comprehensive social media dashboard allowing you to manage multiple networks & profiles from one place, plus share access with teams without compromising security.”

REVIEWS & RATINGS: YELP is a hyper-local search network and app where you find restaurants, hotels, bars and TONS of other types of businesses. Think: Reviews.
How Yelp got its name from the CEO: http://b.qr.ae/yelp_name

LOCATION: FOURSQUARE gives you & your friends new ways to explore your city. Earn points & unlock badges for discovering new things. Think: Social Compass.
What do users want in a location-based app? http://b.qr.ae/users_locationbased_apps

VIDEO: YOUTUBE is a video-sharing website on which users can upload, share, and view videos. YouTube is the dominant provider of online video in the United States. Also the world’s 2nd largest search-engine. Think: TV. YouTube to spend $100 million on TV shows. Plans to create online TV ‘channels’. http://bit.ly/YouTube_TV_100milliondollars

sCRM: SALESFORCE is a collaboration suite for the enterprise to connect and share information securely in real-time. Think: CRM (Customer Relationship Management). Why did Salesforce.com succeed? http://b.qr.ae/salesforce_success2011

DOCUMENTS & CONTENT: SLIDESHARE is an online slide hosting service. Users can upload files in the many file formats. It is also amongst the World’s Top 10 tools for education & e-learning. Think: PowerPoints. White Papers. Dissertations. Professional Writing.
How to Maximize the Value of Slideshare for your business? http://bit.ly/maximize_value_of_slideshare2011

EVENTS: MEETUP helps groups of people with shared interests plan meetings & form offline clubs in local communities  around the world. Think: Circles of Interest. Mapping the genome of groups may help us understand ourselves as we behave within a broader collective. ~http://bit.ly/the_value_of_groups

MUSIC: LAST.FM lets you effortlessly keep a record of what you listen to from any player. Based on your taste,  Last.fm recommends you more music and concerts!Think: Music Community/Social Radio. THE social property that allows one to mine the subconscious psyche of the community via music discovery. There is so MUCH hidden gold here in this endless and tapestried symphony of artists. ~Ladydust

WIKI: WIKIPEDIA is a free encyclopedia built collaboratively using wiki software. Think: Encyclopedia. A history of Wikipedia: http://en.wikipedia.org/wiki/Wikipedia

VIRTUAL WORLDS: WORLD OF WARCRAFT is currently the world’s most-subscribed Massively multiplayer online role-playing game (MMORPG) with more than 12 million subscribers as of October, 2010. Think: Dungeons & Dragons morphing into actual economies and battlegrounds. Virtual Currencies. Virtual World Master List (flipped sideways so download this PDF and rotate clockwise: https://thesocializers.com/VW_masterlist.pdf)

LIVECASTING: USTREAM allows you to broadcast video LIVE to the world from a computer, mobile or iPhone in minutes, or watch millions of live OR pre-recorded shows. Think: Social TV. Social TV platforms and research: http://en.wikipedia.org/wiki/Social_television + http://bit.ly/future_of_socialTV_report2011

PHOTO: FLICKR is the largest and best online photo management and sharing application in the world. Think: Photo Communities. About image retrieval via tags – http://imageclef.org/2011

RESOURCES: The demographics and statistics on useage of specific social networks 2011 report by Ignite Social.

Social Intelligence reveals the Heart of a Business

admin April 30, 2011 No Comments

The heart and the mind are the true lenses of the camera. ~Yousuf Karsh

Business Intelligence consists of data, insights and strategic recommendations related to customers, competitors and markets. Such intelligence is derived by teams using best-practice research methodologies and technologies – it is both art and science. Exemplary business intelligence ALSO peers into shadow (what is unknown about one’s own self, one’s own business), into the heart of the matter (the essential nature of the business identity), and can deliver business initiatives related to these insights.

Intelligence projects should not only serve the stated company mission BUT speak to (and reveal potential within) the human situation at the company headquarters and branches. Satisfying insight into the human situations BEHIND a business facilitates fantastic evolution and progress. Depth of insight and revelation of the volume of conversation around these “hidden heart-landscapes” is the gas pedal of social revolutions and community growth.

SOCIAL INTELLIGENCE DELIVERABLES:

(a) a report that reveals the past, current and rising top influencers within social networks in chosen verticals,
(b) a graph of connections between these visible social influencers to decision-makers not active in social networks,
(c) insights on the past, current and future activities of BOTH entities. As an example, blending Interest-Graph discovery via Research.ly WITH findings in Recorded Future will yield excellent insights.

WHAT LANDSCAPE DO WE SURVEY: We survey properties identified to be relevant to the brand or entity in the social universe.

SOLUTIONS USED TO SURVEY THIS LANDSCAPE: We blend research using these tools and these tools.

HEART INTELLIGENCE: True heart-intelligence gives us a story. We start with spreadsheets and end with punchy tales that act as guides. The essential deliverable of Heart-Intelligence Projects consists of telling stories BASED UPON past, current and future content. Future content is discoverable using tools like Recorded Future. Past and current content is discoverable through a multitude of very efficient social monitoring solutions.

SOCIAL STORIES: The social objects/signals (tweets, status updates, apps, content) that our customer and competitor (object of study) has uploaded provide the content for story-telling. And these stories dictate who we pick up the phone to call, who we send an email to, and what we decide to sell or publish. The power of story for businesses is both compass and vessel. We see our customer and competitor AND we create the craft into sales with content derived from our research.

Where Story can Take an Organization, A Community and a Nation

admin April 18, 2011 No Comments

The gold is IN the shadow. ~Carl Jung

Rukeyser writes, “The world is made of stories, not of atoms.”

You have your brush, you have your colors, you paint the paradise, then in you go. ~Nikos Kazantzakis

CHANGE IS HERE NOW: The world population is migrating into social networks at a sizzling pace! In doing so, individuals are increasingly relating to one another within the format of a circle vs. within top-down hierarchies. The circle is becoming the norm in terms of human organization as a result. To keep up with this change in ethos, institutions, organizations and nations are in FULL TILT change mode from hierarchies TO circular (hub and spoke) structures. Leaders must contend with this new paradigm (the circle) and encourage their partners, audiences, and niches to get educated in the circle format.

HUB AND SPOKE TRANSPORTS FROM HIERARCHY TO HOLISTIC STRUCTURE: The entire eco-system of a circle facilitates a different kind of action and pace than “getting permission from the top.” Indeed, there’s really no time for a “top” any more, it’s far more effective to have a “center” or a “hub”. And this hub and spoke is REALLY only a vessel transporting its occupants to the next form: a holistic organization (all equal). See an excellent graphic here on the types of organizations: http://bit.ly/hub_and_spoke_organizations.

BRANCHES IN THE SUN, ROOTS IN THE EARTH: Joseph Campbell writes, “To be in accord with the grand symphony that this world is, to put the harmony of our own body in accord with that harmony” Our organizations MUST be involved in a collaboration oriented around harmonizing human activity with planetary necessities IN THIS SEASON of human existence. This means dreaming BIG and celebrating the link between dream and action, the imagination and production, the working out of ideals in the context of everyday life.

So we MUST start with dreams.

THE VALUE OF A CULTURE THAT LISTENS TO ITS DREAMS: The first key to creating a dreaming culture is to open a safe space between people every day in which dreams can be shared and honored. If we can bring this about in our families, our schools, our work environments and our communities, we will take a tremendous step towards manifesting a more generous, spirited and compassionate society where we can move decisively beyond barriers of prejudice and misunderstanding. We will also bring gifts of storytelling and spontaneous healing into our everyday lives. (http://www.lucidityapp.com)

A PATH TO MAKING DREAM HAPPEN IN 2011:
1. Identify and prioritize your interests. (A journal and a pen).
2. Identify trends consistent with these interests. Also identify allies to your cause. Do this by listening to the social networks using free tools. Social Media Monitoring Tools give us the power to discover the 5 W’s of our Key Influencers (individuals, entities and organizations). The range of sophistication in this area of technology is wide and worth understanding prior to deciding which tools to use. (Research.ly + Qwerly + Twitter Lists + Listorious)
3. Create non-branded communities of interest in Twitter for research, influence and sales.
4. Do the Twit-Face two-step and discover that same community within the social graph (Facebook) and the career network (LinkedIn).
5. Create a Meetup group and invite ALL those people to it. Create something with those people in the flesh. (Meetup)
6. Gather the latest 100 tweets, latest 100 Facebook status updates and latest 100 LinkedIn updates of your Key Influencers. Mash these into stories. This involves good writing skills and story-telling skills.
7. Turn these stories into money (Kickstarter), into love (Match), and into community (GetSatisfaction).

The following quote from Jeff Dachis captures the significance of these stories for an organization in transition:

“A social business can transform the brand story from talking points, testimonials, and on-brand visual assets to a collection of authentic stories that build strong connections across all constituencies. Personal stories from suppliers can be shared with end consumers to make a product more than a product. Stories from consumers can be circulated back into the business to help everyone in the chain see how they are impacting lives for the better.” ~Jeff Dachis, The Dachis Group, Austin, TX.

A FEW STORY-MAKING RESOURCES:
1. Quora.com – http://www.quora.com/
A continually improving collection of questions and answers created, edited, and organized by everyone who uses it.

2. Storify.com – http://storify.com/
Storify is a way to tell stories using social media such as Tweets, photos and videos. You search multiple social networks from one place, and then drag individual elements into your story. You can re-order the elements and also add text to give context to your readers.

3. Paper.li – http://paper.li/
Paper.li organizes links shared on Twitter into an easy to read newspaper-style format. Newspapers can be created for any Twitter user, list or #tag.

4. Trailmeme.com – http://trailmeme.com/
A trail is a (partially) sequenced collection of digital objects, such as webpages. A trail can be a straight sequence of pages or contain branches and other interesting features that allow you to construct more complex patterns and stories, such as organizing a tutorial into two branches for “beginner” and “advanced” material.

5. SPOT.US – http://spot.us/ – Spot.Us is a nonprofit project of the “Center for Media Change” and funded by various groups like the Knight Foundation. We partner with various organizations including the Annenberg School of Communications in Los Angeles. We are an open source project to pioneer “community powered reporting.” Through Spot.Us the public can commission and participate with journalists to do reporting on important and perhaps overlooked topics. Contributions are tax deductible and we partner with news organizations to distribute content under appropriate licenses. Donors can also take a survey from our one our sponsors, when available, to support the story of their choice at no cost to them.

OTHER RESOURCES RELATED TO ORGANIZATIONAL CHANGE VIA COMMUNICATION:

ARTICLES:
HIGHER EDUCATION IS A BUBBLE: http://tcrn.ch/education_2011_change
WAITING FOR SUPERMAN ANALYSIS: http://tcrn.ch/our_schools_suck2011
JOURNALISM IS ENTREPRENEURSHIP: http://bit.ly/journalists_are_entrepreneurs2011
AL JAZEERA’S SOCIAL STORYTELLING EXPERIMENT 2011: http://bit.ly/thestream_experiment2011

SITES:
SPOT.US: http://www.spot.us/
KNIGHT DIGITAL: http://www.knightdigitalmediacenter.org/
NIEMAN LAB: http://www.niemanlab.org/
CUNY ENTREPRENEURIAL JOURNALISM: http://www.journalism.cuny.edu/academics/entrepreneurial-journalism/
J-LAB: http://www.j-lab.org/
RJI ONLINE: http://www.rjionline.org/
PLACEBOGGER ANGEL FUND: http://placeblogger.com/blog/lisa/announcing-the-placeblogger-angel-fund
CHANGING JOURNALISM IN THE UK: http://www.journalism.co.uk/
IPI NEWS CONTEST: http://www.ipinewscontest.org/about-us/about-programme/

SOCIAL STORYTELLING REAL-TIME:

The Socializers presenting at Boussias Social Media Conference March 22, 2011

admin March 30, 2011 No Comments

It was an honor to present on Business Intelligence via Social Media Data: Insights and Recommendations at the Boussias Social Media Conference, March 22, 2011. I had a blast working on my presentation with the fabulous artist Ana Foureaux Frazao, who created Guy Kawasaki’s “Enchantment” presentation for SXSW 2011. Her description of the artistic process behind the Greece presentation is fantastic and may be found here: http://bit.ly/axzbism

Business Intelligence via Social Media Data: Insights and Recommendations – PART 1

Business Intelligence via Social Media Data: Insights and Recommendations – PART 2

More on Business Intelligence derived via Social Media Data here: http://bit.ly/bizintel_via_socialdata2011