Influence. The bullshit, best practice and promise
 

Influence. The bullshit, best practice and promise

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My presentation to Monitoring Social Media Bootcamp, 31st March 2010

My presentation to Monitoring Social Media Bootcamp, 31st March 2010

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  • Philip, this is brilliant stuff. More people need to see this for sure.
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  • Well it certainly influenced me....specially the ways to measure it that marketers do not use. ...but should. What do u think?....
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  • Nice presentation Philip, I feel the same way about the quantitative influence measurements. I was particularly interested in slide 23, where you identified the need to understand the 'influenced.' I just wrote about this in my blog last night :) - and I think it's something that's missing from influence measurements. Who are you influencing, and does it matter? http://andrewbschultz.com/social-crm-measuring-influence-and-the-constellation-of-connections/

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  • Excellent presentation highlighting the clear differences between quantitative influence metrics and qualitative and why we should all be wary of tools that try to put a number on influence.
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  • Great preso. Astute critique of current assumptions. Ppl need to see this, these issues need to be discussed, etc, if SM is ever to become a truly useful, strategic set of tools in business and elsewhere. Cheers / Michael
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Influence. The bullshit, best practice and promise Influence. The bullshit, best practice and promise Presentation Transcript

  • Philip Sheldrake
    Influence Crowd LLP
    www.influencecrowd.com
    www.socialwebanalytics.com
    LinkedIn /in/philipsheldrake
    @sheldrake
    Influence.Today’s bullshit.Today’s best practice.Today’s promise.
    1
  • Today’s bullshit
    2
  • It’s not the number of friends or followers or subscribers
    It’s not a sum of Diggs or Reddits or Stumbles or @’s or Retweets
    It’s not Google’s PageRank or SEOmoz’smozRank
    It’s not the number of blogs and columns you write
    It’s not the books and papers you author
    It’s not the job you have.
    … when these things are considered in isolation or out of context.
    What influence is not…
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    3
  • Influence is not some quantity invented by a PR firm, analytics provider, or measurement and evaluation company that rolls up a number of indices and measures into some relatively arbitrary compound formula that makes any appreciation of the underlying approach, variables and mathematics completely opaque to the end-user thereby radically attenuating any little use it may have been but in such a way that it can be branded nicely and sold as “unique”.
    Influence, my arse
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    4
  • One’s Klout is apparently calculated as*:
    True Reach + Amplification Probability + Network Score
    _____________________________________________ x Weights
    Standard Score
    Where
    True Reach = degree of engagement (interaction?) of one’s audience
    Amplif. Prob. = the likelihood of retweets and generating a response
    Network Score = the Klout of your audience
    * http://www.briansolis.com/2009/11/with-klout-comes-influence-measuring-authority-on-twitter
    Case study 1
    ?
    eg, “@klout that’s crap”
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    5
    Based on..?
  • Extracts from Social Mention’s FAQs:
    How does it work? It works just fine, thank you for asking
    What is "strength"? Likelihood that your brand is being discussed in social media (phrase mentions within the last 24 hours divided by total possible mentions)
    What is "sentiment"? Ratio of mentions that are generally positive to those that are generally negative.
    Case study 2
    !
    ?
    How is sentiment gauged exactly?
    And how accurately? According to..?
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    6
  • Cont..
    What is "passion”? Likelihood that individuals talking about your brand will do so repeatedly.
    What is "reach"? A measure of the range of influence – the number of unique authors referencing your brand divided by the total number of mentions.
    Case study 2
    eg, “@brandx you suck”
    “@brandx you really suck”
    So 1 author with 1 mention has a “reach” of 1.0
    Whilst 5,000 authors and 100,000 mentions has a “reach” of 0.05
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    7
  • Micah Baldwin is VP and Lead Evangelist for Lijit Networks*:
    “Influence = (Personal Brand * Trust * Expertise)
    Of course, since Expertise = (Knowledge * Trust), we can further refine the equation to:
    Influence = (Personal Brand * Knowledge * Trust2)
    …we have defined influence mathematically”.
    * http://mashable.com/2009/03/02/measuring-online-influence
    Case study 3
    WTF!
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    8
  • I should add that Klout, Social Mention and the Lijit quotes were selected here simply because they best suited the format of this presentation. There are, unfortunately, many dozens of very similar examples to the point that this nonsense is the norm in my experience.
    If in doubt about a measure of influence, just ask “How?” and “Why?” a lot and think about the answers.
    Case studies
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    9
  • Today’s best practice
    10
  • Noun – the power or ability to affect someone’s beliefs or actions
    Verb – to exert the power, exercise the ability
    In other words…
    You have been influenced when you think in a way you wouldn’t otherwise have thought, or when you have done something you wouldn’t otherwise have done.
    Influence, definition
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    11
  • “Measuring individual influence in Social Media is as coveted as it is elusive. While many tools claim to calculate authority, it is the definition of influence that requires clarification in order to grasp the relevance and differences of existing tools and services.”
    Although he doesn’t scorn Klout so much as I have done here… perhaps because he has a high Klout ;-)
    http://www.briansolis.com/2009/11/with-klout-comes-influence-measuring-authority-on-twitter
    Brian Solis gets it of course
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    12
  • We want our publics to:
    • Develop an affinity for our view of the world
    • Feel compelled to pass that perspective on to others
    • Buy our products and services
    • Recommend our products and services to others
    But influence isn’t one way (us  our publics) it flows six ways…
    Influence in typical marketing / PR terms
    THOUGHT
    ACTION
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    13
  • The six influence flows™
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    14
  • And influence isn’t something the marketing team “does”.
    Every single interaction in every single way that every single person experiences regarding something they consider to be related to your organisation has the potential to influence in a particular context in a way that’s beneficial or detrimental to your organisation’s objectives.
    Everyone is an influencer in some way about something at some time.
    Influence in everything™
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    15
  • Many attempts to determine influence focus on various qualities of an ‘influencer’, looking for any response of any kind any and every communication might evoke. They are influencer-centric.
    Eg,
    “What would I do without my Blackberry. Man’s best friend. [Bob]”

    “RT @Bob What would I do without my Blackberry. Man’s best friend. [Sue]”
    Influencer-centric
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    16
  • But true influence can only be determined by tracing backwards from the action of influence to the cause of the influence. This is influence-centric.
    Eg,
    “Steve, I see you’ve just bought a Blackberry. Why? [researcher]”

    “My friend Bob says they’re fantastic. And pocket-lint gave it 5 stars. [@Steve74]”
    
    @bobuk, bobuk.blogspot.com author = Chris Hall at Pocket-lint
    Influence-centric
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    17
  • Maturity of influence approach
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    18
  • Correct people’s misuse / abuse of the word “influence”
    Refute immature influencer-centric approaches, “WTF approaches!”, as false idols!
    Pursue a medium to high maturity approach, one that’s influence-centric, tapping the latest tools and services as they assist you in this endeavour.
    Action plan today
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    19
  • In fact, I believe you are better off just doing good work that aligns with the tenets of books such as “The New Rules of Marketing and PR” and “Engage!” for example, and employing best practice measurement and evaluation per “Measuring Public Relations”, than waste time slaving to specious measures.
    The New Rules of Marketing and PR, David Meerman Scott, John Wiley & Sons, www.davidmeermanscott.com/books.htm
    Engage, Brian Solis, John Wiley & Sons, www.briansolis.com/books
    Measuring Public Relations, Katie Delahaye Paine, KDPaine & Partners, http://kdpaine.blogs.com/bookblog
    Action plan today
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    20
  • Start with the recent purchaser, the person who recently changed his mind, the person recently transformed into an evangelizer. This entails:
    Finding them
    Tracking them and building a rapport with them
    Getting them to dig back in their minds, conversations, emails, browser history and magazine rack to unearth the sources of influence.
    Influence-centric approach today
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    21
  • The bad news –
    this approach is harder work!
    The good news –
    this approach is core to traditional market research
    it is becoming easier with the evolution of new techologies, services and behaviours
    it works.
    The bad news and the good news
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    22
  • You will find the influenced:
    • At the checkout (go to the shop and your web analytics)
    • Signing off the purchase order (go to the sales office)
    • Talking about it online (use search and social Web analytics)
    You will secure their time, energy and participation by offering them something in return, such as a priority customer support telephone number for example, which gives you the opportunity to continue the conversation (see next slide).
    1. Finding the influenced
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    23
  • Good social Web analytics services will allow you to keep tabs on @steve75, @bobuk and their other social Web instances.
    Keep in touch via email, or even telephone if you want to develop the best feel for the process of influence in the context in which you are interested.
    Deploy a social CRM (sCRM or SRM) approach to keep these ‘one-to-ones’ going; incredibly valuable individually and collectively. Continues the conversational marketing (influence flows 1 & 3).
    2. Tracking and building a rapport
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    24
  • Logging is essential for the creation of an extensive database from which you can measureand draw analytical insight. Structured data helps, so look to work from the efforts of thought leaders like James Grunig and Katie Delahaye Paine to help you categorise your findings.
    Eg,
    http://kdpaine.blogs.com/kdpaines_pr_m/2008/06/kdpaine-partner.html
    http://www.scribd.com/doc/6576129/Grunig-Relationships-Paper
    3. Log everything
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    25
  • You could use a web form to allow willing participants to share information with you regarding the way in which they were and are influenced, and this web form can be used to automatically search their browser history for specific URLs, such as to product review sites and blogs you consider might have played a part.
    I recommend that you DO NOT employ such a tactic without securing the consent of the participant. I believe the vast majority of web users consider their browser history to be theirs and not yours.
    Ethical considerations
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    26
  • We don’t measure for measurement’s sake, but because:
    • People perform / behave as they are measured
    • Improvement demands measurement
    • People genuinely like sensible and objective measurement when the nature of the cause-and-effect is well understood.
    The intention of measurement
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    27
  • Measurement provides data
    Data feeds visualisation and analysis
    Visualisation and analysis aids comprehension
    Comprehension is a requisite of good decision making
    Good decision making improves performance.
    The measurement cascade
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    28
  • Today’s promise
    29
  • The recognition of and rigorous focus on the ‘six flows of influence’ and ‘influence in everything’ is one of the primary traits of the new marketing and PR professional…
    The Influence Professional and the Chief Influence Officer.
    The distinction of influence
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    30
  • The advent of the Chief Influence Officer marks the death of John Wanamaker's adage:
    "I know that half of my advertising doesn't work... the problem is, I don't know which half.”
    The incumbent knows precisely the state of all six influence flows at any point in time. She is sensitised to her organisation's environment in a way that makes most CMOs today look like they work in little bubbles.*
    * http://www.marcomprofessional.com/posts/philip.sheldrake/how-the-influence-scorecard-radically-transforms-marketing-and-pr
    The Chief Influence Officer
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    31
  • This transition is emergent and will continue because:
    Technology makes it possible
    It manifests competitive advantage.
    BTW, the resultant actions of influence are obviously easier to detect and gauge directly rather than resultant thoughts. Thoughts may be assessed indirectly as they are manifest in action or elicited in interview / conversation.
    Inevitable
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    32
  • The next couple of years will witness the joining up of traditionally isolated analytics tools and databases to better enable influence-centric analysis and the synthesis of your influence strategy and plan.
    …retail analytics + web analytics + social web analytics + CRM + sRM + business intelligence + Internet of Things data analytics
    = the Awesome Analytics Advantage.
    Will your organisation be “Triple A”?!
    Analytics Analytics Analytics
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    33
  • Thanks. Questions?
    34
  • http://metricsman.wordpress.com
    http://www.briansolis.com
    http://www.webmetricsguru.com
    http://kdpaine.blogs.com and http://www.themeasurementstandard.com
    http://tedshelton.blogspot.com
    http://whollysocial.com
    http://www.webinknow.com
    http://www.philipsheldrake.me.uk
    http://www.marcomprofessional.com
    Reading & conversation
    31st March 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    35