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The Future of Social Influence in a Social Capital World
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The Future of Social Influence in a Social Capital World

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  • Social Capital (CONNECTIONS)enables Improve customer segmentationConnect with targeted individualsLearn from your influencersInform measurement practices
  • Social Influence
  • Understanding Social Influence
  • The Reality: Good Luck
  • The Reality: What Standards?
  • The Reality: My Algorithm is Better than Yours
  • The Reality: Business Challenge
  • But We all Know…
  • What It Means For Business
  • The Pot of Gold
  • Social Influence Measurement
  • Influence Ranking
  • Influence Ranking
  • Influencer Profiling
  • Influencer Profiling
  • Influencer Profiling
  • Influencer Profiling
  • Influencer Profiling
  • Influencer Profiling
  • Influencer Profiling
  • Consumer Influence 2.0 (next 5 years)
  • The Bottom Line

Transcript

  • 1. Elizabeth Morganemorgan@visibletechnologies.com@socialmorgan Copyright © 2010 Visible. All rights reserved. 1
  • 2. SOCIAL CAPITAL An individual’s collective digital presence - including their social graphs, level of influence, and use of digital social networks Zach Hofer-Shall, Forrester Research SXSW March 2011Copyright © 2010 Visible. All rights reserved. 2
  • 3. Social Influence is the KILLER APP to Social CapitalCopyright © 2010 Visible. All rights reserved. 3
  • 4. A consumer who has a GREATER THAN AVERAGE IMPACT through word-of-mouth in a relevant marketplaceCopyright © 2010 Visible. All rights reserved. 4
  • 5. Figuring out Social Influence to DERIVE BUSINESS VALUEhas been challengingCopyright © 2010 Visible. All rights reserved. 5
  • 6. There is NO STANDARD for defining the influence of the online consumerCopyright © 2010 Visible. All rights reserved. 6
  • 7. TECHNOLOGY isn’t there yetCopyright © 2010 Visible. All rights reserved. 7
  • 8. Companies are frustrated OR WORSE YETbasing decisions on incomplete metricsCopyright © 2010 Visible. All rights reserved. 8
  • 9. Social influence continues to GROW IN IMPORTANCECopyright © 2010 Visible. All rights reserved. 9
  • 10. Social enables:  Recommendations from family• Customer acquisition and friends trump all other• Customer loyalty consumer touchpoints when it• Better product comes to influencing purchases.  development• Hyper-personalized Inner circle trumps at decision time marketing  58% of Americans say that people that they know well and trust are the most• Improved customer important single factor in the final service decision on major purchases.• HIGHER SALESCopyright © 2010 Visible. All rights reserved. 10
  • 11. What percent of social conversationslead to PURCHASE INTENT? 60% 58% 55% C R 50% 49% 50% E D P P 45% I A U S B R 40% S C I - L A H 35% I L A O S 30% T N E Y G 25% Base: Brand conversations across all categories (n=105,450) Credibility Pass-Along Purchase Source: TalkTrack®, January – December 2010Copyright © 2010 Visible. All rights reserved. 11
  • 12. Copyright © 2010 Visible. All rights reserved. 12
  • 13. The Shift to Influence MetricsCopyright © 2010 Visible. All rights reserved. 13
  • 14. Understanding Social Influence REACH • Reflects the potential number of impressions an author can generate RELEVANCE • Amount of relevant posts an author contributes to the community RESONANCE • How much activity is generated when an author publishes relevant content CENTRALITY • The importance of a person in a communityCopyright © 2010 Visible. All rights reserved. 14
  • 15. COMMUNITYRANKWhichconsumers haveinfluence in agivencommunityCopyright © 2010 Visible. All rights reserved. 15
  • 16. COMMUNITYRANKAuthors with strong“Influence Rank”have more anddeeper connectionsto othersCopyright © 2010 Visible. All rights reserved. 16
  • 17. Copyright © 2010 Visible. All rights reserved. 17
  • 18. Discussion Authorityhelps identify which partsof automobileconversations the authorparticipates in. Thisprovides a more granularlook into what made theauthor relevant.Copyright © 2010 Visible. All rights reserved. 18
  • 19. Centrality – assessment of community strength which considers links, # of authors, and quality of sites being linked to/from.Copyright © 2010 Visible. All rights reserved. 19
  • 20. Page Views and Traffic ranking calculations.Copyright © 2010 Visible. All rights reserved. 20
  • 21. Author Activity = ranking based on total # of posts by author. Site Activity = ranking based on total site volume.Copyright © 2010 Visible. All rights reserved. 21
  • 22. Term Cloud showing what else the author talks about.Copyright © 2010 Visible. All rights reserved. 22
  • 23. Influence Rank shows where the author ranks from the list of top automobile authors.Copyright © 2010 Visible. All rights reserved. 23
  • 24. Copyright © 2010 Visible. All rights reserved. 24
  • 25. CONSUMER INFLUENCE 2.0: THE AGE OF CONFLUENCE• Intersection of online and offline consumer data and intelligence• Game changing technology integration: Semantic & Social• Behavior mapping across communities and channels Copyright © 2010 Visible. All rights reserved. 25
  • 26. The future is PREDICATIVE ANALYSIS SOCIAL INFLUENCE Brands are flocking to … find, reward and recruit their most-influential consumers, … (and) the push to measure influence shows no signs of stopping.  —Greg Shove, Halogen Network & Kohlberg Ventures Copyright © 2010 Visible. All rights reserved. 26
  • 27. Elizabeth Morgan@socialmorgan Copyright © 2010 Visible. All rights reserved. 27