The Future of Social Influence in a Social Capital World

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

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

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

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

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

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

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

The Future of Social Influence in a Social Capital World

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