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
Critical Influence in Social Media
Critical Influence in Social Media
Critical Influence in Social Media
Critical Influence in Social Media
Critical Influence in Social Media
Critical Influence in Social Media
Critical Influence in Social Media
Critical Influence in Social Media
Critical Influence in Social Media
Critical Influence in Social Media
Critical Influence in Social Media
Critical Influence in Social Media
Critical Influence in Social Media
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Critical Influence in Social Media

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Critical Influence in Social Media

  1. 1. Critical States of Influencein Social MediaChristopher S. PennVice President, Marketing Technology
  2. 2. Who are we?
  3. 3. Who are we?
  4. 4. Hashtag#critinf@shiftcomm
  5. 5. What is influence?
  6. 6. streaming ethereal powerfrom the stars acting uponcharacter or destiny of men
  7. 7. AristotleTom Webster
  8. 8. AristotleEthosPathosLogos
  9. 9. EthosPathosLogosSocial InfluenceEmotionLogic / Reason
  10. 10. How does influencework?
  11. 11. 70 1
  12. 12. 7Bak-Tang-Wiesenfeld
  13. 13. Stages of influence
  14. 14. ComplianceIdentificationInternalization
  15. 15. ComplianceIdentificationInternalizationAction TakenBelief AcceptanceBelief Change
  16. 16. ComplianceIdentificationInternalizationCustomerCommunityEvangelist
  17. 17. ComplianceIdentificationInternalizationCustomerCommunityEvangelistSocialMedia
  18. 18. RESEARCHCREATIVECONTENT EARNED  MEDIA ANALYTICSMESSAGINGOWNED  MEDIAPAID  MEDIAMARKETING
  19. 19. How do you measureinfluence?
  20. 20. Popular influencemeasures
  21. 21. Klout
  22. 22. PeerIndex
  23. 23. Kred
  24. 24. AristotleOnly ethos,kids.
  25. 25. If these don’t work, whydo we use them?
  26. 26. Who did what youwanted them to do?
  27. 27. Influence Armies
  28. 28. Find intersections of sandpilesand get value to them
  29. 29. Methods of Influence
  30. 30. Cialdini’s practices workat any level of influence
  31. 31. LikingC
  32. 32. Reciprocity
  33. 33. Social Proof
  34. 34. ConsistencyD
  35. 35. Authority
  36. 36. Scarcity
  37. 37. When influencedoesn’t work
  38. 38. Visit a websiteFollow/Like sociallySubscribe to blogSubscribe to emailDownload eBookAttend webinarAlready boughtsomething
  39. 39. 6 Ways to FindInfluencers
  40. 40. Google Analytics
  41. 41. Marketing Automation
  42. 42. Facebook Apps
  43. 43. Email Analytics
  44. 44. Webmaster Tools
  45. 45. Webmaster Tools
  46. 46. Sales CRMs
  47. 47. How to handle yourinfluencers
  48. 48. Social Currency and Day Care
  49. 49. Separate Money and Social
  50. 50. Hashtag#critinf@shiftcommDiscuss!
  51. 51. SHIFT Happenswww.shiftcomm.com/subscribe
  52. 52. Stay in touchshiftcomm.com/tshiftcomm.com/fshiftcomm.com/lshiftcomm.com/gwww.shiftcomm.com617-779-1800

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