Elizabeth Morganemorgan@visibletechnologies.com@socialmorgan    Copyright © 2010 Visible. All rights reserved.   1
SOCIAL CAPITAL           An individual’s collective digital presence -           including their social graphs, level of i...
Social Influence is the                                                      KILLER APP                                   ...
A consumer who has a GREATER THAN AVERAGE IMPACT    through word-of-mouth in a               relevant marketplaceCopyright...
Figuring out Social Influence to    DERIVE BUSINESS VALUEhas been challengingCopyright © 2010 Visible. All rights reserved...
There is    NO STANDARD    for defining the influence               of the online consumerCopyright © 2010 Visible. All ri...
TECHNOLOGY                        isn’t there yetCopyright © 2010 Visible. All rights reserved.   7
Companies are frustrated               OR WORSE YETbasing decisions on incomplete metricsCopyright © 2010 Visible. All rig...
Social influence continues to    GROW IN IMPORTANCECopyright © 2010 Visible. All rights reserved.   9
Social enables:                                                       Recommendations from family• Customer acquisition  ...
What percent of social conversationslead to PURCHASE INTENT?    60%                                          58%    55%   ...
Copyright © 2010 Visible. All rights reserved.   12
The Shift to Influence MetricsCopyright © 2010 Visible. All rights reserved.   13
Understanding Social Influence                                                      REACH                                 ...
COMMUNITYRANKWhichconsumers haveinfluence in agivencommunityCopyright © 2010 Visible. All rights reserved.   15
COMMUNITYRANKAuthors with strong“Influence Rank”have more anddeeper connectionsto othersCopyright © 2010 Visible. All righ...
Copyright © 2010 Visible. All rights reserved.   17
Discussion Authorityhelps identify which partsof automobileconversations the authorparticipates in. Thisprovides a more gr...
Centrality – assessment of                                                 community strength which                       ...
Page Views and Traffic                                ranking calculations.Copyright © 2010 Visible. All rights reserved. ...
Author Activity = ranking                                                 based on total # of posts by                    ...
Term Cloud showing what                                                 else the author talks about.Copyright © 2010 Visib...
Influence Rank shows                                                 where the author ranks                               ...
Copyright © 2010 Visible. All rights reserved.   24
CONSUMER INFLUENCE 2.0:                THE AGE OF CONFLUENCE• Intersection of online and offline consumer data and intelli...
The future is         PREDICATIVE ANALYSIS                    SOCIAL INFLUENCE Brands are flocking to … find, reward and ...
Elizabeth Morgan@socialmorgan    Copyright © 2010 Visible. All rights reserved.   27
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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
  • The Future of Social Influence in a Social Capital World

    1. 1. Elizabeth Morganemorgan@visibletechnologies.com@socialmorgan Copyright © 2010 Visible. All rights reserved. 1
    2. 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. 3. Social Influence is the KILLER APP to Social CapitalCopyright © 2010 Visible. All rights reserved. 3
    4. 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. 5. Figuring out Social Influence to DERIVE BUSINESS VALUEhas been challengingCopyright © 2010 Visible. All rights reserved. 5
    6. 6. There is NO STANDARD for defining the influence of the online consumerCopyright © 2010 Visible. All rights reserved. 6
    7. 7. TECHNOLOGY isn’t there yetCopyright © 2010 Visible. All rights reserved. 7
    8. 8. Companies are frustrated OR WORSE YETbasing decisions on incomplete metricsCopyright © 2010 Visible. All rights reserved. 8
    9. 9. Social influence continues to GROW IN IMPORTANCECopyright © 2010 Visible. All rights reserved. 9
    10. 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. 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. 12. Copyright © 2010 Visible. All rights reserved. 12
    13. 13. The Shift to Influence MetricsCopyright © 2010 Visible. All rights reserved. 13
    14. 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. 15. COMMUNITYRANKWhichconsumers haveinfluence in agivencommunityCopyright © 2010 Visible. All rights reserved. 15
    16. 16. COMMUNITYRANKAuthors with strong“Influence Rank”have more anddeeper connectionsto othersCopyright © 2010 Visible. All rights reserved. 16
    17. 17. Copyright © 2010 Visible. All rights reserved. 17
    18. 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. 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. 20. Page Views and Traffic ranking calculations.Copyright © 2010 Visible. All rights reserved. 20
    21. 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. 22. Term Cloud showing what else the author talks about.Copyright © 2010 Visible. All rights reserved. 22
    23. 23. Influence Rank shows where the author ranks from the list of top automobile authors.Copyright © 2010 Visible. All rights reserved. 23
    24. 24. Copyright © 2010 Visible. All rights reserved. 24
    25. 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. 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. 27. Elizabeth Morgan@socialmorgan Copyright © 2010 Visible. All rights reserved. 27
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