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Understanding influence in social media

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How does social influence work in the current world of social media? …

How does social influence work in the current world of social media?

This presentation delves into the idea of what is social influence and how we can see influence at work online. It explores what an influencer is, and the different kinds of influence they can exert.

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  • 1. Understandinginfluence insocial mediaFrancesco D’Orazio, Research Director, Face, @abc3dAQR, London, 5 September 2011 © 2010 Thomas Doyle
  • 2. In 1958 Herbert Kelman identified threebroad varieties of social influence:"compliance appear to agree with others, butactually keep dissenting opinions private "identification influenced by someone who isliked and respected "internalization accept a belief or behavior andagree both publicly and privately © 2010 Thomas Doyle
  • 3. Our need to be rightInformational social Influence"Our need to be likedNormative social influence © 2010 Thomas Doyle
  • 4. The Asch Conformity Experiments
  • 5. The classical definition of social influence focusesmore on the the many influencing the one
  • 6. “Social influence occurs when an individuals thoughts, feelings or actions are affected by other people.”
  • 7. unless we are confronted with an extraordinary individual…
  • 8. authority
  • 9. celebrity
  • 10. charisma
  • 11. Now, has social mediachanged the mechanicsof social influence?
  • 12. Three types of structuresin social media:"Pyramid > Twitter"Circle > Facebook"Hybrid > Blogs, Google +
  • 13. Extended reach meansdemocratization of influence. The focus moves onto the " one(s) influencing the many Cosmic 140 © Information Architects, Inc. 2010
  • 14. Speed: scaling atnetwork level muchfaster then before
  • 15. Traceability means we can monitor the extended influence x
  • 16. Traceability means we can monitor the extended influenceNYTlabs > Project Cascade"structures underlying sharingactivity on the web"
  • 17. PurchasingSocialInfluence in Advocatingsocial media Conforming Polarizing the Discussion Setting the Agenda Generating Awareness
  • 18. …the underlying single mechanic being Behaviour Change © B.J. Fogg – The Fogg Behavior Model
  • 19. What defines aninfluencer?
  • 20. Universal influencers do not exist
  • 21. © 2010 Thomas DoyleDomain-specific influencers do exist
  • 22. Credibility: expertise,charisma, authority ina specific domain
  • 23. Trust: ability to set the agenda, trigger discussions andgenerating reactions
  • 24. Reach: access to apotentially widenetwork of people
  • 25. Network Quality:2nd, 3rd, 4th level connections
  • 26. Timing: ability tobe in synch withthe needs of theaudience
  • 27. Influence by volume
  • 28. Influence by visibility
  • 29. Influence by engagement
  • 30. Social network analysis shows influence networks are built on passions andinterests, not demographics.
  • 31. Michel Maffesoli introduced the idea of neo-tribalism in post-modern societies in 1996
  • 32. Social Media has‘just’ supportedan emergentbehaviour thatwas already there
  • 33. Too often influencenetworks analysis isassociated with PR andpromotions. "But its most valuablebenefit is actuallymapping audiences byclusters of passions andinterests
  • 34. And where does this leave demographics?
  • 35. ThanksFrancesco D’Orazio, @abc3d © 2010 Thomas Doyle