Understanding & Building                 Social InfluenceDerek Laney                James DellowDirector of Product Mktg  ...
Welcome to the Reputation Economy
Sources of Influence
Sources of Influence – Not all about reach
Measuring Influence    Can you move   What do you                                 Who Responds      Content?     talk about?
Example
Building Your Influence
Or Game it
More…Download our latest eBook
Value or Vanity?
Understanding & BuildingSocial InfluenceIn Employee Social NetworksJames Dellow – Ripple Effect GroupSocial Business Desig...
Organisations are still made of people.
“The greatest predictor of success andhappiness at work is social support.”
Why build personal brand internally?• Influence beyond the influence of your role• Create an internal network that can ove...
How can you use social networking internally?• Technology (enterprise social software)   • allows you to build and maintai...
Case Study: Social Learning                  •   Executive Coaching program                  •   Objective: Social Learnin...
THANK YOU
Social Intelligence: Discover What’s ImportantInfluence and Topic Trends                 Recommendations    Identify the I...
Using Business Social NetworksCollaborate with  members of  Customer  teamsCommunicate within  departments and  across fun...
Using Business Social NetworksCollaborate onsales effortsGet quick answersand best practicesfrom experts
Using Business Social NetworksInstantly view thelatest updates tocriticalopportunities,cases, etc.Manual andautomated upda...
Using Business Social NetworksShare your workand ideasAsk complexquestions – getcomplex, accurateanswers quickly
Using Business Social NetworksCommunicate“What am I workingon” or “Where amI?”Share your ownexpertise and workexperience
Using Business Social NetworksMajor Events: postgeneral informationOne-off Groups:Communicate within your owncommunity
Share wins so everyone benefits   “Highlight wins vs.  competitors so every  sales person can turn   a recent win into a  ...
Other Uses of Employee Networks?•   Find other experts•   Communicate your status•   Improve communication on global group...
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How to Measure & Build Social Influence

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Are we in the reputation economy?

How do we measure online reputation and what can we actually use it for?

How does this translate in private enterprise social networks (like Chatter).

How can I build influence myself?

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  • StackOverflow – Community Help becomes a Measure of Employment sorting through too much irrelevant and incorrect informationMovenbank – CRED friends, network activityReputation is as valuable as moneyhttp://www.wired.co.uk/magazine/archive/2012/09/features/welcome-to-the-new-reputation-economy?page=all
  • Robert Cialdini – Influence – the psycology of persuasionScarcity – we want things that are rareLikability – we follow people we likeConsistency – we continue once we have committed to a goal http://www.flickr.com/photos/stargardener/5178063063/Authority – we follow authority figuresSocial Proof – we do what others doReciprocity – we want to pay back value we receive Adam Ferrier
  • Traditional influence using reach – athletes, movies, musicians, modelsNiall from OneDirection,Over 3M social posts a day about themCitizen Influencer – Molly Catchpole300K signatures in 2 weeks to stop bank feesIn 3 weeks BoA changed their stancehttp://www.change.org/petitions/tell-bank-of-america-no-5-debit-card-feesUnited breaks guitars, incredibly influencial video created by a non-influencerhttp://en.wikipedia.org/wiki/United_Breaks_GuitarsHP Labs Study – reach /= influencehttp://www.scribd.com/doc/35401457/Influence-and-Passivity-in-Social-Media-HP-Labs-ResearchPerson of the Year 2011 – the protesterhttp://www.time.com/time/specials/packages/printout/0,29239,2101745_2102132_2102373,00.html
  • Relevant MeaningfulConsistentRITERelevantInterestingTimelyEntertainingContent Strategy – what to say Interesting and unique story and valueNetwork Strategy – how to share it
  • Any algorithm can be gamed, it doesn’t necessarily make the algorithm wrong, but we need to be aware.
  • There are thousands of great ways to use Chatter. But here are just a few that have transformed our company here at salesforce.com as well as many of our customers.
  • How can you use social networking internally?Technology (enterprise social software) allows you to build and maintain strong and weak relationships that would not otherwise be possible in a modern, large organisation.You maintain strong and weak relationships online through:Social capital – active engagement with others, showing reciprocity and working together online. Connecting - Referring people to other people, information or resources that can help them.Knowledge sharing - Demonstrating expertise.Tips:Maintain your userprofileEngage purposefully, online & offline
  • How to Measure & Build Social Influence

    1. 1. Understanding & Building Social InfluenceDerek Laney James DellowDirector of Product Mktg Social Business Consultantsalesforce.com Ripple Effect @derektweets @chieftech In/derektweets In/chieftech
    2. 2. Welcome to the Reputation Economy
    3. 3. Sources of Influence
    4. 4. Sources of Influence – Not all about reach
    5. 5. Measuring Influence Can you move What do you Who Responds Content? talk about?
    6. 6. Example
    7. 7. Building Your Influence
    8. 8. Or Game it
    9. 9. More…Download our latest eBook
    10. 10. Value or Vanity?
    11. 11. Understanding & BuildingSocial InfluenceIn Employee Social NetworksJames Dellow – Ripple Effect GroupSocial Business Design Consultant @chieftech linked.in.com/In/chieftech
    12. 12. Organisations are still made of people.
    13. 13. “The greatest predictor of success andhappiness at work is social support.”
    14. 14. Why build personal brand internally?• Influence beyond the influence of your role• Create an internal network that can overcome inefficient information flow (including information gatekeepers)• Build and maintain social capital with weak ties - colleagues you do not know well or previously worked with• Social support – organisations are made of people who want to connect with each other• Career advancement, by demonstrating expertise or participation in a community of practice
    15. 15. How can you use social networking internally?• Technology (enterprise social software) • allows you to build and maintain strong and weak relationships that would not otherwise be possible in a modern, large organisation.• You maintain strong and weak relationships online through: • Social capital – active engagement with others, showing reciprocity and working together online • Connecting - Referring people to other people, information or resources that can help them • Knowledge sharing - Demonstrating expertise• Tips: • Maintain your user profile • Engage purposefully, online & offline
    16. 16. Case Study: Social Learning • Executive Coaching program • Objective: Social Learning • Extend participant engagement at pre- and post-work stages of training programs • Create a sense of community to reinforce learning • Target Audience: 2,500+ participants • Results • 95% course completion rates • 80% continue program • Deeper levels of learning • Source: Ripple Effect Group
    17. 17. THANK YOU
    18. 18. Social Intelligence: Discover What’s ImportantInfluence and Topic Trends Recommendations Identify the Influencers and Trends Connect Users to Relevant, People, Across your Company and Community Groups, Files and Data from Anywhere Topic Pages Contextual Topic Suggestions Recommendations (Process-Specific) Topical Influence
    19. 19. Using Business Social NetworksCollaborate with members of Customer teamsCommunicate within departments and across functional groups
    20. 20. Using Business Social NetworksCollaborate onsales effortsGet quick answersand best practicesfrom experts
    21. 21. Using Business Social NetworksInstantly view thelatest updates tocriticalopportunities,cases, etc.Manual andautomated updatesimmediately appearin the Chatter feed
    22. 22. Using Business Social NetworksShare your workand ideasAsk complexquestions – getcomplex, accurateanswers quickly
    23. 23. Using Business Social NetworksCommunicate“What am I workingon” or “Where amI?”Share your ownexpertise and workexperience
    24. 24. Using Business Social NetworksMajor Events: postgeneral informationOne-off Groups:Communicate within your owncommunity
    25. 25. Share wins so everyone benefits “Highlight wins vs. competitors so every sales person can turn a recent win into a competitive weapon”
    26. 26. Other Uses of Employee Networks?• Find other experts• Communicate your status• Improve communication on global groups and projects• Share best practices• Use chatter as an employee directory• Celebrate achievements and success• Collaborate privately on sensitive projects• Stay connected with colleagues

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