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Critical Influence in Social Media
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Critical Influence in Social Media

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Critical Influence in Social Media

Critical Influence in Social Media

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Critical Influence in Social Media Critical Influence in Social Media Presentation Transcript

  • Critical States of Influencein Social MediaChristopher S. PennVice President, Marketing Technology
  • Who are we?
  • Who are we?
  • Hashtag#critinf@shiftcomm
  • What is influence?
  • streaming ethereal powerfrom the stars acting uponcharacter or destiny of men
  • AristotleTom Webster
  • AristotleEthosPathosLogos
  • EthosPathosLogosSocial InfluenceEmotionLogic / Reason
  • How does influencework?
  • 70 1
  • 7Bak-Tang-Wiesenfeld
  • Stages of influence
  • ComplianceIdentificationInternalization
  • ComplianceIdentificationInternalizationAction TakenBelief AcceptanceBelief Change
  • ComplianceIdentificationInternalizationCustomerCommunityEvangelist
  • ComplianceIdentificationInternalizationCustomerCommunityEvangelistSocialMedia
  • RESEARCHCREATIVECONTENT EARNED  MEDIA ANALYTICSMESSAGINGOWNED  MEDIAPAID  MEDIAMARKETING
  • How do you measureinfluence?
  • Popular influencemeasures
  • Klout
  • PeerIndex
  • Kred
  • AristotleOnly ethos,kids.
  • If these don’t work, whydo we use them?
  • Who did what youwanted them to do?
  • Influence Armies
  • Find intersections of sandpilesand get value to them
  • Methods of Influence
  • Cialdini’s practices workat any level of influence
  • LikingC
  • Reciprocity
  • Social Proof
  • ConsistencyD
  • Authority
  • Scarcity
  • When influencedoesn’t work
  • Visit a websiteFollow/Like sociallySubscribe to blogSubscribe to emailDownload eBookAttend webinarAlready boughtsomething
  • 6 Ways to FindInfluencers
  • Google Analytics
  • Marketing Automation
  • Facebook Apps
  • Email Analytics
  • Webmaster Tools
  • Webmaster Tools
  • Sales CRMs
  • How to handle yourinfluencers
  • Social Currency and Day Care
  • Separate Money and Social
  • Hashtag#critinf@shiftcommDiscuss!
  • SHIFT Happenswww.shiftcomm.com/subscribe
  • Stay in touchshiftcomm.com/tshiftcomm.com/fshiftcomm.com/lshiftcomm.com/gwww.shiftcomm.com617-779-1800