 Well, I'm glad to see that so many are still like up and awake and smiling despite the late time of day And so what I would like to talk about is is how we use this interest graph The interest graph of course is is important to us because it solves this as Christiana talked about the first level of the internet was that we put information out there The level that we're talking about now is we need to help people find that It's not because that any of us doubt that the information we're looking for is on the internet at any given time But it is that we're just inundated with crap Pardon my French half the time and we would really like someone to do a part of that job for us Which takes a lot of time and a lot of energy And actually so I am a technology build I have a tech startup and I've had some other tech starters before that and I think that this is the single biggest challenge for people building brands and building products in the future relevance because today We're looking for something that identifies us as uniquely me it comes with this change of culture where we suddenly want to differentiate ourselves. I mean in my parents generation when they first started going on holiday 30 40 years ago, it was normal that you went on the place where everyone else went Oh, let's go to Mallorca because the neighbor has been to Mallorca and apparently was really good And he has these tips on Tuesday. We have the whole pig, you know, like and that's at that restaurant And there here's this brilliant place where the menu is in Danish fantastic Today people would hate that right. I mean for how many people is that the worst kind of holiday you can think of? Most people right because today we're we're totally individuals I am not defined by a fact that I am a demographic. Of course. I am white. I'm female. I'm Danish I have whatever education level. I'm defined by totally other things. I may see myself as a vegetarian or a technologist or a Dog lover and it's all of these things that that really drive us today And our job as bringing the communicators who bring products or brands to people is to find out How do we tap into that so people want to talk to us and The little text on the slide there is not something that you need to read But it says that there's 350 million websites 600,000 apps and then the interesting one that it takes 26,572 calculations to decide what barbecue sauce to buy in an American supermarket and That's of course a combination of how many brands how many types how many sizes What's the expiration date and all of that and we don't want that? We are now at a stage where people would really really like if you would make their life easy We've been working on that as an industry for a fairly long time and this here is a picture of Amazon's recommendation engine So this engine is considered one of the best one that's out in the industry today But actually if you ask me, there's still a very long way to go I mean, I would regularly get I buy a lot of books So I get a lot of emails that says like now there's a dog, you know, how to Do a knitting like your grandmother or how to train your pet kangaroo or and I'm thinking like how the hell Did something go that wrong in that diagram that I'm getting stuff about that or like the really offensive ones like you know How to lose 20 kilos in two weeks? That's like, yeah, excuse me Like what kind of information are you finding on the internet to send me this? So that is the next step I think that what we're in right now is that we have to make stuff easy and we have to make it relevant The future the next step is that we have to learn to predict it We have to start getting better at much better at the relationship between two things if you like this If you like dogs you like gardening you like mountain climbing then we are going to in the future find out the statistical relationship with do you then also like Thai food But we're not there yet Where we are is here where we're starting with the social graph and the interest graph is not It's not something that's going to replace the social graph and and it this is not like a battle of the giants Twitter versus Versus Facebook, this is the other side so there's two things that are important when you're building products and that is relevance and trust and Facebook and the social graph is very very good for trust and so far it's the best one that we have and What we now have to do is is build the relevance and as you can see on the little stats It just says that all the other brands out there are already using social So certainly if you were thinking of it as a competitive advantage Then that's not a competitive advantage anymore And you guys in this room will know that getting to status quo means that you are perfectly Unpowered social the next step to get ahead is something new This one here is my company ever places so we're in the travel space and we're trying to make people's lives better by making sure They spend time in the right places This come after I've spent a lot of business meetings with really great opportunities that I've missed because it's super noisy and I can't hear a word of what that guy over there is saying or Romantic dinners that I've spent in restaurants where they've in their wisdom decided to keep the tables this far from each other So you actually feel more in you you are easier starting a conversation with a person who sits there than with your partner and What we kind of recognized was that it's not that a place is good or to play a place is bad It's that it's good for certain people and it's good for certain occasions But we also found out that it wasn't quite that easy to do that For example when we first started we created all these categories where people could say oh I would like to save this vegetarian restaurant because I really like that and then I can write some tips And it makes it very easy to share with my friends so they can come and find it when they're looking for it We tend to know that if you have a friend who lives in Berlin Then you would be likely to go into his page when you're going to Berlin and looking for something But in the beginning we went there. We did the classical mistake, which was that we went too wide So far one of the only really wide Interest graph networks that have worked is Twitter a lot of the other ones have had to go much narrow And we also felt that so we changed a lot of these categories for example sites Became culture because we find out that sites Does not appeal to the same kind of person as the word culture does even though you may be tagging the same things Because the kind of individualists that work with a product like ever places they see themselves way too refined for sites However, if that monument is culture Then it's a totally different question We also change music to entertainment. We change make-out to architecture I'm not sure how much relevance there was between those two But we thought like oh we can do something for romantic and be a little bit funny. Well, no one thought that was funny What they wanted to do is they wanted us to build something useful so it was a little bit like Guys you guys are not dictating the conversation here You just building the platform so I can do what I want to do so just shut up and let me get on with it We also got rid of some other ones like sports And that was because we could see that most of the people who are using it are people who are interested in design It's kind of a little bit like the the hipster personality I'm not allowed to say that for our marketing people But it is the people who are interested in good quality, you know They buy organic food. They like better quality stationery. They would maybe go to some vintage shops They like good wine and so we found out that sports Does not appeal to this group of people and we had practically zero places saved in the category sport I don't know why There maybe that should mean that maybe those have something to do with the world is getting like larger and larger But that is someone else's start-ups problem. So I'm gonna stay out of that one And then we started looking at how much just was actually a trend So food spotting which Christiana mentioned before is this network where you take a picture of a place And then you just grab a dish if you really like it and then you share it with strangers essentially all over the world and if you look really closely then food body has a tagline that says that You mark the things inside the place so not the place itself Right next to it is a general interest base network, which is called oink Which says the same things you rate these things not the places The difference in those two that you rate a dish or you rate a thing and that is called food spotting Which you know instantly what it means and it's called oink where you go What the hell is that means that oink now is dead and food step spotting is doing really strong Today they have two million users and they're growing really fast and it's a thing that 99% of humanity will find totally useless and redundant You know, I imagine the startup guys He pitches this to his mother and he says and then people sit in a restaurant and they take photos of their food And then they post it out because that breakfast is so interesting that the whole world should be able to see it And I'm sure she said like you've totally lost your mind But the thing is that they don't cater to the 99% they cater to the 1% and that 1% thinks it's fantastic to see those eggs Benedict because they also like it when the yolk is running And I think that if you are building a product then the lessons that's being learned these days Is that you have to start really narrow and then maybe later you can get broad Pinterest in the beginning had only five categories today There's way more But the thing is that if you want to penetrate and you guys are a lot of you are in marketing You know that there's such a battle for attention out there that if you come with something that's too vague Then it doesn't strike someone emotionally and then we don't get through Then later perhaps there's the opportunity to expand it But it's all about starting and I think that's also what we found and and now it's very much these quality lovers And it's very much people who are into design that use ever places and a beautiful thing in that is that now people come and visit us Uses and they say like I like it because it's just it's for people like me and No one really wants to talk about what we want to talk about people want us to talk about things that they already Interested in and they want us to prove a belief that they already had So that is our job as technology builders and as brands because we are not going to be allowed to change the topic of conversation That's just not the way people work so if you were to do this and you wanted to Some practical steps to how you're doing it, especially perhaps if you have a brand already then there's some fairly simple steps So you start by collecting the data and finding out What is it that these people are really interested in and of course the old-fashioned way and sometimes the best way is to ask them but then of course you get this whole thing with people will kind of Change their answers depending on what they think you want to hear and depending on How they would like to be perceived and then of course you can just collect it electronically Then you have to find out what's important here And then you have to start finding the patterns and seeing that okay You said garden you said husband you said dog Let me guess that just segment and the values of where you are in your life have something to do with family So if I use the words family, I'm likely to hit you in a place or it matters And then of course you got to apply the structure and then group the communication I don't know how many of the newsletters that you guys get that are relevant. I mean is it under is it 10%? Is it more than 10% of the newsletters that you get where you think that was me? It's not very many right and that's because there's people out there who have our email addresses and they have our Credit card numbers and we already use them and then they talk to everyone as one big mess But the thing is that we are all very different and all these opportunities We already have some customers if you figure out what it is They want to hear about and then segmented and instead of sending one newsletter Maybe you need to send 20 newsletters, but they're different then instead of just getting the unsubscribe I mean how many people monitor their unsubscribe level and you don't have to answer because I know you all do because all good marketing people do But that many people unsubscribe because we don't manage to talk about something that they already wanted to hear about So that is the structure and the groups and really at that level. It's something that every organization can do already today It takes a lot of effort, but you'll also get a lot of good feedback from it I love for example when my phone company managed to say something relevant instead of saying oh Now there's a discount on pay as you go It's like bloody hell. I've had like a business subscription for three years Are you totally retarded like you have my account details? Why are you sending me this kind of crap before I didn't think about you now? I think you're a retard. I mean that is not in your interest The thing that we had to find out when we started doing this and we started working with the interest graph is that How do we get people to find us? Because for a very long time or at least five or ten years It's been ingrained in us that the way to get the word-outs is using the social graph You put like buttons on and you do invite your friends and well guess what people don't invite their friends anymore Because there's so many things that you can invite your friends to that in order to do that It has to be really exceptional and there's also a lot of companies of Our kind that are spamming stuff onto people's Profiles and therefore people have totally lost trust in the whole industry So now whether or not we are the fault of it because I think it's crap and we would never do that But it doesn't mean that I don't still have to pay for it Because people will not allow us to connect into their social networks anymore so now we have to find them or let them find us through other ways and One thing is true influences an expert it lies in the nature of something that's shared by interest is something that's spread by interest Another one is blogs media interest based networks And this is where Pinterest is so so strong right because it turns out that there is a correlation between People who are really into surfing are also much more likely to be into mountain biking that people who like baking cakes So these are the avenues where we now have to understand we have to go out and see well What are all these blogs and what are all these media and what are all these things? That talk to the people that I want to talk to and in the old days We just used to be able to get in the paper and then people would have seen it But now we're not communicating with our local audience. We're communicating with Interest-based audience all over the world, which means that that doesn't really work anymore and Then we still have some level of Social and this is these friends with the same interest and the beauty is that if you have people where you both have like a Correlation between the interest graph and the social graph then that's super strong And then people are really willing to share because it helps them People don't want to post anything that they think perhaps could be irritating to their friends because this is their identity The internet is very much about getting being perceived how we want to be perceived And more than anything the interest graph is about Aspirations the social graph was very much about who I am whether I go to school. Where do I work? It's very factual and it doesn't give a lot of room for like imagination the interest graph is About who people want to be It's like what do they aspire to and they'll follow networks on BMWs even though they could never afford it or They'll follow groups on mountain climbing even though there's still 50 kilos overweight And it is very much about Passions and that's a tremendous opportunity for us right because then we can hit people where they care If you look at how it's worked for us Then our three biggest market and ever places is in order is the US then Germany and then Brazil And we can actually see that it's these three things that are working in the US We've gotten a lot of media exposure and that seems to be working quite well In Germany. We're getting a lot of mentions in very specific like vegetarian blocks for example these blocks work better than anything else like mention on a small blog on Design shops or someone who writes about vintage stuff will have way more effect than getting in the New York Times and It takes quite a lot of work right because then you got to find these blocks And you got to make sure that they know who you are but also because you become interesting because you're specific to their niche then a lot of people find you and Generally, we don't do a lot of approaches to the to the media We took to a couple of the very big blocks, but otherwise most people actually find us And we get bizarre ones like the other day We got one in in Latvia and I think so far now We've had coverage in 21 countries and and we are not sitting and contacting that Like we're a company of seven people. So we don't even have a PR department Then the third one which actually is my favorite is in Brazil where the social Atmosphere is really strong and people are sharing a lot. So in Brazil, we have absolutely no idea why it works Somehow people in Brazil just seem to like it and our user base there grows. I've never been to Brazil I don't speak Portuguese. We can barely read half the messages that come back But for some reason it works in Brazil and you know, I'm happy with that. I can I can never live with that But what we did find out when we had to spike these and this is a very hands-on tool that everyone can use is That we work with these influencers So it's an old marketing trick that you find out who's the most influential in your area You can either do it on cloud score or Twitter followers or something like that And then you try to see how you can get to talk to them for example there was a design agency or Design game agency that wanted to hire great people, but they didn't have to kind of budget as all the other ones had So then they find out who was the ten people that we really want to work for us in the States And they did a lot of time researching finding out what those people care about and then they sent something specifically to them They sent like a babushka doll and then when you came to the last letter There was a little iPod and on that iPod was a message from the CEO saying you're in our Absolutely would die to have list. We love your stuff and That stuff instead of trying to get out to 10,000 trying to get to the hundred was super effective And in their case, I think 28 of those eight people managed joined just because they had never been wooed like that in their whole lives And we've been a little bit lucky to be able to get some of that same response So we have some people that that really help us and these are not people that I pay most of them I've never seen I don't know who they are, but we have three people who've actually volunteered as travel writing interns That you sit and find cool stuff and curators and help us make sure that there's nice stuff for social media And so these are just people who really love travel and who really love technology And they spend 10 to 15 hours a week for free because we are selling the dream they have I can't pay people to give that it's just because They have an idea of the world and we are trying to make that dream true and then they want to team up And then we have 54 ambassadors in 21 countries So these are people that just talk about it and they write a lot of stuff and they go out and talk to their friends and they convert their people and again most of these people we don't know and Because we're not trying to be the big Corporate then people people know we really appreciate it and we really do and we talk to them as totally normal people and rendering Copenhagen they come and visit us and Then we have some featured users and then we have some normal users But almost all of the energy that we spend go on to the top ones because the top ones are our engine for growth and That's an interesting point I think looking at some few ones that are very powerful as opposed to the other ones and The last thing I want to say before I stop is is this going back to the sting of of that being Aspirational because what we found is that people want a product in the interest graph to be enabling They want to unlock their creative powers and they want you to be a platform Because we can't dictate stuff anymore and converse for example saw it really well when they did this campaign where you can design your own shoe There's like millions of people around the world who wanted to be shoe designers But they could never get that job and they're totally passionate about that and you can even see a future where then you can sell That shoe that you designed on your blog and your website and you can get the credit for it and People want to organize and they want to curate and they want to make it themselves because this is They're trying to build the image of who they want to be and then they're using your platform to do it And I think that's a really beautiful quest. So I'm gonna end with that Thank you very much Tina I just want to ask you a little question because I'm interested to hear how Specialized do people want it? Do they want to ask for a cupcake in New York or noodles in Bangkok? Is that how specialized people? Yeah, I think they want to specialize as they can get Sometimes you can't deliver it right and generally people want like either cheap food in Shanghai or High quality stuff and and that sense to work But I'm sure that we're going towards a cupcake level But I don't know if there's many companies on the internet that are quite ready for that yet, but we're working on it Thank you very much Tina. Thank you