Visible technologies gravity summit sept 12 2011


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Presentation by Elizabeth Morgah, VP, Visible Gravity Summit FutureM, Harvard Faculty Club 9-12-11

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  • Social Capital (CONNECTIONS) enables Improve customer segmentation Connect with targeted individuals Learn from your influencers Inform 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
  • Visible technologies gravity summit sept 12 2011

    1. 1. Elizabeth Morgan [email_address] @socialmorgan
    2. 2. <ul><li>SOCIAL CAPITAL </li></ul><ul><li>An individual’s collective digital presence - including their social graphs, level of influence, and use of digital social networks </li></ul><ul><li>Zach Hofer-Shall, Forrester Research </li></ul><ul><ul><li>SXSW March 2011 </li></ul></ul>
    3. 3. <ul><li>Social Influence is the </li></ul><ul><li>KILLER APP </li></ul><ul><li>to Social Capital </li></ul>
    4. 4. <ul><li>A consumer who has a </li></ul><ul><li>GREATER THAN AVERAGE IMPACT </li></ul><ul><li>through word-of-mouth in a </li></ul><ul><li>relevant marketplace </li></ul>
    5. 5. <ul><li>Figuring out Social Influence to </li></ul><ul><li>DERIVE BUSINESS VALUE </li></ul><ul><li>has been challenging </li></ul>
    6. 6. <ul><li>There is </li></ul><ul><li>NO STANDARD </li></ul><ul><li>for defining the influence </li></ul><ul><li>of the online consumer </li></ul>
    7. 7. <ul><li>TECHNOLOGY </li></ul><ul><li>isn’t there yet </li></ul>
    8. 8. <ul><li>Companies are frustrated </li></ul><ul><li>OR WORSE YET </li></ul><ul><li>basing decisions on incomplete metrics </li></ul>
    9. 9. <ul><li>Social influence continues to </li></ul><ul><li>GROW IN IMPORTANCE </li></ul>
    10. 10. <ul><li>Social enables: </li></ul><ul><ul><li>Customer acquisition </li></ul></ul><ul><ul><li>Customer loyalty </li></ul></ul><ul><ul><li>Better product development </li></ul></ul><ul><ul><li>Hyper-personalized marketing </li></ul></ul><ul><ul><li>Improved customer service </li></ul></ul><ul><ul><li>HIGHER SALES </li></ul></ul><ul><ul><ul><li>Recommendations from family and friends trump all other consumer touchpoints when it comes to influencing purchases. </li></ul></ul></ul>  Inner circle trumps at decision time 58% of Americans say that people that they know well and trust are the most important single factor in the final decision on major purchases.  
    11. 11. <ul><li>What percent of social conversations lead to PURCHASE INTENT ? </li></ul>Base: Brand conversations across all categories (n=105,450) Source: TalkTrack ® , January – December 2010
    12. 13. The Shift to Influence Metrics
    13. 14. <ul><li>Understanding Social Influence </li></ul><ul><li>REACH </li></ul><ul><li>Reflects the potential number of impressions an author can generate </li></ul><ul><li>RELEVANCE </li></ul><ul><li>Amount of relevant posts an author contributes to the community </li></ul><ul><li>RESONANCE </li></ul><ul><li>How much activity is generated when an author publishes relevant content </li></ul><ul><li>CENTRALITY </li></ul><ul><li>The importance of a person in a community </li></ul>
    14. 15. <ul><li>COMMUNITY </li></ul><ul><li>RANK </li></ul><ul><li>Which consumers have influence in a given community </li></ul>
    15. 16. <ul><li>COMMUNITY </li></ul><ul><li>RANK </li></ul><ul><li>Authors with strong “Influence Rank” have more and deeper connections to others </li></ul>
    16. 18. Discussion Authority helps identify which parts of automobile conversations the author participates in. This provides a more granular look into what made the author relevant.
    17. 19. Centrality – assessment of community strength which considers links, # of authors, and quality of sites being linked to/from.
    18. 20. Page Views and Traffic ranking calculations.
    19. 21. Author Activity = ranking based on total # of posts by author. Site Activity = ranking based on total site volume.
    20. 22. Term Cloud showing what else the author talks about.
    21. 23. Influence Rank shows where the author ranks from the list of top automobile authors.
    22. 25. <ul><li>CONSUMER INFLUENCE 2.0: THE AGE OF CONFLUENCE </li></ul><ul><ul><li>Intersection of online and offline consumer data and intelligence </li></ul></ul><ul><ul><li>Game changing technology integration: Semantic & Social </li></ul></ul><ul><ul><li>Behavior mapping across communities and channels </li></ul></ul>
    23. 26. <ul><li>The future is </li></ul><ul><li>PREDICATIVE ANALYSIS </li></ul><ul><li>SOCIAL INFLUENCE </li></ul>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  
    24. 27. Elizabeth Morgan @socialmorgan