12. Person A has handful of fans/friends/followers that are tightly connected Person B has thousands of fans/friends/followers loosely connected Person C has millions of fans/friends/followers with little to no connection 57% 36% 8%
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14. Is Lady Gaga Turning Popularity and Reach into Influence?
15. Capacity to cause measurable actions Level of every day participation Following vs. follower ratio Number of sites with active profiles Type of social media sites used Online reputation Quality of content written/shared Ability to drive traffic or clicks Propensity to have content re-shared (Retweets) Frequency of content written/shared Depth of relationship with network Quality (vs. quantity ) of network Size of network
16. #1 60% #2 55% 85% ranked a 4 or 5 85% ranked a 4 or 5 90% ranked a 4 or 5
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19. Connect with famous or influential people Contribute to as many conversations as possible Other Focus on fewer conversations with more depth Be authentic Create, post or share compelling content Be famous online
20. Click-through rates via Bit.ly or Website analytics Views of a particular piece of content An action (purchase, registration, download, vote Tweets, retweets, likes and posts
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22. 51% ranked a 1 or 2 43% ranked a 1 or 2 62% ranked a 1 or 2
27. How do you define influence in 140 characters?
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Editor's Notes
#5 is best in this question -- this chart is not pretty – so will have to clean it up if it is to be used in either your presentation or the report, but the data is interesting, when considering: 60% of respondents said the “quality or focus of the network was most important” 55% said the “quality of content” (tied with) “capacity to cause measurable outcomes” Next highest 5 block is “depth of relationship” with 40% If we look at the same numbers but add 4s + 5s together we get the same three categories ranking on top, though the poll position shifts slightly: 90% = quality or focus of your network 85% = measurable outcomes 85% = quality of content 78% = online reputation 77% = RTs and shares 76% = depth of relationship 75% = ability to drive traffic This suggests to me, that respondents believe “influence” is derived from 1. who you are linked to and 2. what you talk about – perhaps these are in fact the keys to cause “measurable outcomes” BRIAN: I would like to get this cleaned up somehow as it’s really not viewable as is. Also, can you create a slide after this that pulls out your highlights? They’re important to share as well…
#5 is best in this question -- this chart is not pretty – so will have to clean it up if it is to be used in either your presentation or the report, but the data is interesting, when considering: 60% of respondents said the “quality or focus of the network was most important” 55% said the “quality of content” (tied with) “capacity to cause measurable outcomes” Next highest 5 block is “depth of relationship” with 40% If we look at the same numbers but add 4s + 5s together we get the same three categories ranking on top, though the poll position shifts slightly: 90% = quality or focus of your network 85% = measurable outcomes 85% = quality of content 78% = online reputation 77% = RTs and shares 76% = depth of relationship 75% = ability to drive traffic This suggests to me, that respondents believe “influence” is derived from 1. who you are linked to and 2. what you talk about – perhaps these are in fact the keys to cause “measurable outcomes” BRIAN: I would like to get this cleaned up somehow as it’s really not viewable as is. Also, can you create a slide after this that pulls out your highlights? They’re important to share as well…
This slide substantiates the previous conclusion: content is king. BRIAN: Bigger text?
#1 is best in this question; shame on me for not making this consistent. We’ll do a test poll immediately prior to this with the audience to see if the data is consistent. Ironic that almost 1/3 rd say “an action” is the most important metric, yet just more than 1/3 also said it’s the least important. If we add 1s + 2s together they stack up like this: Action = 37% Page views = 36% Tweets = 32% Click through = 32% My take away is that there is no one size fits all – social media experiences will be unique for every organization – it’s reasonable to say then that what they find important in terms of measurement is also unique. Mean average for each: An action (purchase, registration, download, request for information, vote) 3.24 Views of a particular piece of content (video, post, landing page, site) 3.1 Mean Click-through rates via Bit.ly or website analytics 3.08 Bitmap Tweets, retweets, likes, posts 3.06 BRIAN: Can we increase the size of the text and also can you create a slide after this that visualizes your highlights?
![Brian Solis ,[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)