About Jodee Rich

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Action Analytics

This story inspired by Tim O’Reilly

Kred is Action Analytics.

Action Analytics are complex automatic actions we take throughout the day that don’t require conscious analysis.  When drivers change lanes on the highway, there are dozens of variables to consider.  They don’t bury their head in the manual to figure out what to do next.  They make a quick assessment of their surroundings, apply their accrued knowledge and years of practice  - and shift over without consciously analyzing what they need to do.

Kredentials are social analytics in action.  On the fly, Kredentials consolidate every post from the collective consciousness; index them with metadata like sentiment, gender, community, influence, outreach, and location; and place them all in single record.

This record can be accessed anytime to get past social niceties and moving on to shared interests.  If I like crispy bacon and two years ago you tweeted about your love for crispy bacon, Kredentials tells us.  Now we can be friends right away – moving past handshakes and straight on to discussing what we have in common.

Find anyone’s Kredentials by clicking on the large badge at the left of any Kred page.

Twitter founder Biz Stone has also talked about this by comparing Twitter as a flock of birds in flight, coordinating in flight around a single object.  

Flickr photo by Danielle Scott.

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Jodee has fun at SXSW; Longest Beard in Texas, CEO drives Pedicabs, Tweets up 6 to 1 over 2011

Incredible Beards, PepsiCo, PediCabs,
The highlights of my time at SXSW this year:

No shaving for six years = Offline Kred

SXSW Interactive prepares me for my time as a starship commander.
I gave this Cool Dude 5,000 Offline Kred Influence Points in the Beauty Community for his 5 o’clock shadow.
Meet my new friend @atxfacialhair.

Me negotiating a Kred API deal with a very tall Man

Paul Krasinski (@paulARBdigital), Arbitron’s SVP, Digital Media & Analytics.

Pedicab driving

I love bicycles. My wife thinks I went to Austin for meetings. Actually I was a pedicab driver.

Even our competitors thought I was crazy…

Influence scores come together with mega-connector @CathyBrooks. That’s our @TravisWallis with @mayhemstudios.

Kred Leaders

Super-blogger @shiralazar with Big Travis.

We also got to catch up with @johnnosta and @markwschaefer.

The Kred Pepsico Leaderboard was HUGE

The top influencers were @JayZ – he had a tweet contest for admission to his SXSW showcase – and the keynote speakers like @algore, @dens, @ericries and @guykawasaki.  @TonyaHallRadio was the top Outreacher every day.

The SXSW Influence and Outreach Leaderboard is staying live through the Music portion of the conference.  Visit it here.

Big Kred and Little Kred

Pri and Travis with their Kred pyjamas on under their jackets. We are working on a range of fashion sleepwear – “Kred in Bed” – to release at next year’s SXSW.

SXSW Mentions up 600+% from last year

Mentions of SXSW interactive increased an average of 600+% this year!  Over half a million #SXSW tweets in four days shows that what’s happening on social media is what’s happening, period.

What would you die for…?

I tweeted the most about @TimOReilly’s presentation, it was the best of SXSW for me:

“What would you die for? What you are doing now is what you would die for. You could die at any moment.”


I left Austin thinking about how we will all change from Kred and the vast amounts of public social data that we are now collecting. When I walk into a room, I know a lot more about the new people around me.

Pondering this thought – Over the next few years we will spend less time on social protocol, working out who and how to engage, and will have more time to have open and frank conversations with those we relate to and trust.

Happy SXSW :-)

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The Makers of Kred

I dream about fuzzy unstructured data about People :–)

Gregor Mendel studied fuzzy unstructured data about Peas – he classified Peas by color, shape and height.  Mendel’s work wasn’t taken seriously until after his death.  I am hoping to do better.

Fast forward about two hundred years and a highly structured genetic code drives modern medicine.

Kred is an early stage Influence and Outreach measurement about People. We are committed to it evolving transparently from community contributions.  We have spent the last two years thinking about Influence measurement….

I am writing this post to acknowledge some of the very smart people who have contributed to Kred:

With purple-streaked Hollywood hair, NBC Universal’s Andrew Blair (@andrewblair) found us exhibiting at a Palo Alto conference in 2008.  He inspired us to build TV campaigns targeting different bands of influencers.

Two years ago, Salim at SAP (@salimtweet) inspired Priscilla Scala (@priscillascala) and I to work on “Social Profiling.”  We brainstormed profile markers then wrote code that sorted SAP followers into dynamic buckets based on Influence and Bio categories.

Gary Vaynerchuk (@garyvee) took Becky Wang (@gnostica) and I out for Sushi lunch in NYC in 2008, and shared his vision that Search Analytics would become the primary source of Corporate Intelligence.

At about the same time Shelly Palmer (@shellypalmer) and his good friend Barry Fischer inspired us to map our early datamine to traditional influence demographics.

Our work on activating communities for a big IT company with George Gallate (@gallate) convinced us we could identify the most influential people on a subject by their connections and activity within communities.

This went a step further in projects on Interest Graphs for Brian Solis (@briansolis), one of the Principals of the Altimeter Group, who worked with us to create an Interest Graph for Starbucks. From here, we determined how to depict variance in relative influence across discrete Communities, Location and Time.
In turn, these inspired us to base Communities on interests by pinpointing what mattered most to their members through the words used in their Bios and posts.

Drew Breunig (@dbreunig) encouraged us to get beyond overall scores and define influence within Communities, and do it in real time.  This became one of our development principles, and refining this will be a continuing priority. It led to the release of our Community-based search product ReSearch.ly.
We will add Location granularity shortly.

Bonin Bough (@boughb) told us last May that Influence and Outreach should be separate measures, mapping respectively to trust and generosity.  Since Influence means so much more when combined with sharing,  we made this a feature.

Robert Scoble (@scobleizer) has been writing about ‘real world influence’ for some time and how respect in the community derives from offline actions, not just online activities.  He became the inspiration for our Offline Kred feature where anyone can integrate their ‘’real world’ achievements into their Kred.

Kimiko Thornton (@ookimikoo) and Sarah Potemkin (@sarahka) at Universal McCann engaged us to review 30 million mentions  of the Top 900 US TV shows for 2011, and categorize them by community and Influence.

I travel far too much.  My frequent flyer statement has become a record of bittersweet privileges.  The FF statements always seem to update by snail mail, and I yearned for a faster version. In a delirious jet-lagged state, I imagined an Influence and Outreach statements of Recent Activity that update in real time.

We demoed an early version of Kred in May to Tim O’Reilly (@timoreilly).  It was his wisdom that convinced us to show every post affecting a score as a line-item in on a statement of Recent Activity. This was hard and took three months of fiddling to make it work in realtime.  By early September we were reading the Twitter firehose at 3,000+ posts/sec – and indexing and assigning Influence and Outreach points for Global and Kred Community Kred.

Our own Tatsiana Sianko (@tatsianas) was the inspiration behind Friends Recent Activity.  Her logic was that if we’re really going to be transparent, we should let everyone see the sources of their friend’s Kred.

Privacy Settings were suggested by Nicholas Butler (@loudmouthman), in a September preview session led by our UK CEO Andrew Grill (@andrewgrill).  When someone starts talking about privacy with the handle ‘@loudmouthman’ and a Bio that claims ‘a backstage pass to your web site,’ you had better listen – and as a result we added complete privacy control for all Kred.ly visitors.

The name Kred came from a brainstorming session at DFW with our friends Jeffrey Hayzlett (@jeffreyhayzlett), Ryan Geist (@ryangeist) and Becky Wang while we were on the way home from SXSW last year.

Glenn Le Santo (@lesanto), another UK previewer of Kred, reminded us that we are just getting started when he compared today’s influence measures to the early days of DOS.  It’s a great reminder that we need to stay humble and keep striving to make Kred as accurate and useful as can be.

Jure Klepic (@jkcallas) reinforced for us the the importance of Transparency - both for our company and our products.  He helped us test this out by inviting us to a number of Twitter Chats where we answered questions from some of the Twittersphere’s most sophisticated thinkers on the use and ethics of influence measure.

And now its over to you.  What would you like to see in a next generation influence measure? Give us your ideas in the comments below.

A big Thank You to all of our Kred Contributors

Andrew Blair, Social Media Manager, NBC Universal
Becky Wang, Digital Strategy and Insights Analytics, Saatchi & Saatchi
Bonin Bough, Global Director of Digital & Social, PepsiCo
Brian Solis, Principal, The Altimeter Group
Drew Breunig, Director, Technology, Annalect/Edelman
Gary Vaynerchuk, Founder, Wine Library and bestselling author
George Gallate, Chairman, Euro RSCG
Glenn Le Santo, Director, The Art Crew
Jeffrey Hayzlett, Global Business Celebrity, The Hayzlett Group
Jure Klepic, Marketing, Sales & Business Development Executive
Kimiko Thornton, Senior Analyst, Social Media, Universal McCann
Nicholas Butler, Director, Reducedhackers
Priscilla Scala, VP Marketing, PeopleBrowsr / Kred
Robert Scoble, Chief Learning Officer, Rackspace Hosting
Ryan Geist, Business Development Manager, The Hayzlett Group
Salim Ali, Global Vice President, Enterprise Solutions & Community Marketing, SAP
Sarah Potemkin, SVP, Client Business Partner, Universal McCann
Shelly Palmer, Host of NBC Universal‘s Live Digital with Shelly Palmer and Managing Director of Advanced Media Ventures Group
Tatsiana Sianko, Product Manager, PeopleBrowsr / Kred
Tim O’Reilly, Founder & CEO, O’Reilly Media

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