Coolhunting WWF
1
Contents
 The Coolhunting Process
 Coolhunting the 3 Infospheres
 Wisdom of Crowds (Web/Blogs)
 Wisdom of Swarms (Wikipedia/Blogs)
 Wisdom of Experts (Web of Science, Coolpeople)
2
Coolhunting Process
Input
Analysis
Crowd
Twitter/Web
(Google, Bing,
Yahoo)
Output
Network
Experts
Blogs/Wikipedia
Trend
Swarm
Forums/Facebook
(Fanpages)
Content
3
Contents
 The Coolhunting Process
 Coolhunting the 3 Infospheres
 Wisdom of Crowds (Web/Blogs)
 Wisdom of Swarms (Wikipedia/Blogs)
 Wisdom of Experts (Web of Science, Coolpeople)
4
Coolhunting the 3 Infospheres
Crowd
(Blogsearch &
Bing)
Swarm (Wikipedia)
Expert (Coolpeople &
Web Of Science)
General overview
WWF
WWF
WWF
Compare key
countries
Schweiz, China,
USA
Schweiz, China,
USA
Schweiz, China, USA
Compare key
stakeholders
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
5
Coolhunting the 3 Infospheres
Crowd
(Blogsearch &
Bing)
Swarm (Wikipedia)
Expert (Coolpeople &
Web Of Science)
General overview
WWF
WWF
WWF
Compare key
countries
Schweiz, China,
USA
Schweiz, China,
USA
Schweiz, China, USA
Compare key
stakeholders
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
6
Top websites related with WWF
7
Top websites related with WWF
en.wikipedia.org
www.youtube.com
www.facebook.com
www.wwf-uk.org
wwf.ca
www.ebay.com
www.wwf.org.uk
www.wwf.eu
www.sourcewatch.org
www.wwf.org.au
BC
wwf.panda.org
www.worldwildlife.org
www.wwe.com
www.panda.org
wwf.org
www.arkive.org
assets.panda.org
bikevsworld.com
dictionary.reference.com
www.google.com
0
0.05
0.1
0.15
8
0.2
0.25
0.3
Top blogs related with WWF
9
Top blogs related with WWF
ekathimerini.com
cagesideseats.com
ibelieveinadv.com
panda.org
theborneopost.com
earthhour.wwf.org.uk
sandandgravel.com
rawstory.com/rs
flickr.com/photos/umdrums
asianscientist.com
larouchepac.com
telly-tv.com
wwfblogs.org/climate
looktothestars.org
rtcc.org
xe.com/news
wrestling.insidepulse.com
planetsave.com
10and5.com
thegreenfamilia.co.uk
0
0.02
0.04
0.06
0.08
Betweenness Centrality
10
0.1
0.12
0.14
0.16
Top terms in relation with WWF
11
Top terms in relation with WWF
wwf
climat
world
global
chang
green
natur
protect
million
china
planet
american
australia
obama
africa
anti
india
asia
amazon
focus
0
5000
10000
15000
20000
25000
WEIGHT
12
30000
35000
40000
45000
50000
Positivity/Negativity in blogs about
WWF
NEGATIVE
27%
POSITIVE
73%
13
Coolhunting the 3 Infospheres
Crowd
(Blogsearch &
Bing)
Swarm (Wikipedia)
Expert (Coolpeople &
Web Of Science)
General overview
WWF
WWF
WWF
Compare key
countries
Schweiz, China,
USA
Schweiz, China,
USA
Schweiz, China, USA
Compare key
stakeholders
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
14
WWF +Schweiz is
not connected with
other nodes in this
graph
15
Trend countries in blogs
0.9
0.8
Betweenness Centrality
0.7
0.6
0.5
wwf usa
wwf china
0.4
wwf schweiz
0.3
0.2
0.1
0
1
2
3
4
5
6
7
8
16
9
10
11
12
13
Coolhunting the 3 Infospheres
Crowd
(Blogsearch &
Bing)
Swarm (Wikipedia)
Expert (Coolpeople &
Web Of Science)
General overview
WWF
WWF
WWF
Compare key
countries
Schweiz, China,
USA
Schweiz, China,
USA
Schweiz, China, USA
Compare key
stakeholders
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
17
Top terms in relation with
rainforest
18
Top terms in relation with
rainforest
wwf
climat
world
green
global
scienc
natur
help
rainforest
log
save
planet
amazon
endang
eco
ecolog
children
india
anti
0
5000
10000
15000
20000
WEIGHT
19
25000
30000
35000
40000
45000
Positivity/Negativity in blogs about
rainforest
NEGATIVE
38%
POSITIVE
62%
20
Top terms in relation with
agriculture
21
Top terms in relation with
agriculture
wwf
climat
energi
sustain
green
conserv
natur
scienc
resourc
environment
planet
china
australia
america
ecolog
africa
india
0
5000
10000
15000
20000
WEIGHT
22
25000
30000
35000
40000
Positivity/Negativity in blogs
about agriculture
NEGATIVE
40%
POSITIVE
60%
23
Top terms in relation with amazon
24
Top terms in relation with amazon
climat
wwf
world
green
global
amazon
help
natur
earth
protect
planet
rainforest
america
brazil
deforest
endang
africa
arctic
polar
china
0
5000
10000
15000
20000
WEIGHT
25
25000
30000
35000
40000
45000
Positivity/Negativity in blogs
about amazon
NEGATIVE
36%
POSITIVE
64%
26
Trend topics in blogs
0.7
0.6
Betweenness Centrality
0.5
0.4
wwf agriculture
wwf amazon
wwf rainforest
0.3
0.2
0.1
0
1
2
3
4
5
6
7
8
27
9
10
11
12
13
Trend topics in blogs
Maximum BC
Minimum BC
wwf rainforest
wwf rainforest
wwf amazon
wwf amazon
wwf agriculture
wwf agriculture
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0
Mean BC
wwf rainforest
wwf amazon
wwf amazon
wwf agriculture
wwf agriculture
0.05
0.1
0.02
0.03
0.04
0.05
Standard dev BC
wwf rainforest
0
0.01
0.15
0.2
0.25
28
0
0.05
0.1
0.15
0.2
0.25
0.3
Coolhunting the 3 Infospheres
Crowd
(Blogsearch &
Bing)
Swarm (Wikipedia)
Expert (Coolpeople &
Web Of Science)
General overview
WWF
WWF
WWF
Compare key
countries
Schweiz, China,
USA
Schweiz, China,
USA
Schweiz, China, USA
Compare key
stakeholders
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
29
Wikipedia (Agriculture, Amazon,
Rainforest, WWF)
No connection between
WWF and key
stakeholders in Wikipedia!
30
Coolhunting the 3 Infospheres
Crowd
(Blogsearch &
Bing)
Swarm (Wikipedia)
Expert (Coolpeople &
Web Of Science)
General overview
WWF
WWF
WWF
Compare key
countries
Schweiz, China,
USA
Schweiz, China,
USA
Schweiz, China, USA
Compare key
stakeholders
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
Rainforest, amazon,
agriculture
31
Publication stats of topics agriculture,
rainforest, amazon - Years
27.00
26.00
25.00
24.00
% of 27843
23.00
22.00
21.00
20.00
2008
2009
2010
32
2011
Publication stats of topics agriculture,
rainforest, amazon - Subjects
METEOROLOGY ATMOSPHERIC SCIENCES
ZOOLOGY
COMPUTER SCIENCE
GEOLOGY
WATER RESOURCES
% of 27843
PLANT SCIENCES
BUSINESS ECONOMICS
ENGINEERING
ENVIRONMENTAL SCIENCES ECOLOGY
AGRICULTURE
0.00
5.00
10.00
33
15.00
20.00
25.00
Publication stats of topics agriculture,
rainforest, amazon - Countries
INDIA
SPAIN
CANADA
FRANCE
AUSTRALIA
% of 27843
GERMANY
ENGLAND
PEOPLES R CHINA
BRAZIL
USA
0
5,000
10,000
15,000
34
20,000
25,000
30,000
MIT OpenCourseWare
http://ocw.mit.edu
15.599 Workshop in IT: Collaborative Innovation Networks
Fall 2011
For information about citing these materials or our Terms of Use, visit: http://ocw.mit.edu/terms.