Social Influence-A New Dimension of Marketing
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Social Influence-A New Dimension of Marketing

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    Social Influence-A New Dimension of Marketing Social Influence-A New Dimension of Marketing Presentation Transcript

    • ShareThisIntroduction
      ShareThis presents
      Social influence: A new dimension of marketing. 
      ShareThisIntroduction
    • Introduction to ShareThis
      Social Influence
      How do we measure?
      How do we engage?
      Q&A
      social media marketing agenda
    • social influence measurement today
      Examples of viral & influence (Preface - this presentation was done BEFORE Klout raised $8.5mm from KP  )
      video
      most likes
      followers
      blog traffic
      At one time these have been interesting metrics….
    • social influence measurement today lacks brand value, context, and scale.
      • What is the brand value or the true interests of Twitter followers?
      • Viral video views = “bored at work” network (I do actually enjoy the occasional Flaming Sambuca, but no marketer really cares!)
      • “Likes signify nothing more than digital bumper stickering” – (I like the Irish Goodbye on Facebook…)
      • Blog traffic is certainly an indicator of the bloggers influence, but what about the audience?
    • ShareThis social influence measurement
      our philosophy
      • Sharing = influence
      • How much sharing and traffic driven = influence rank
      Example: Consumer Electronics category (using examples numbers)
      • 25mm people sharing Consumer Electronics content p/ month
      • Top 1% percent is most influential, here is why:
      • 90/10 rule = Top 1% percent of sharers account for a largely disproportionate amount of all socially driven traffic
      • Top 1% have an average ‘clicks per share’ ratio incrementally higher than the remainder of the audience
      • The top 1% are your influencers and represent highest earned media value therefore they are the most important to a brand
    • traditional social influence engagement (from a brand perspective)
      • You like something on FaceBook and you get this….
      • Paid tweets
      • The rest?? (youtube, blogs, content sites) - BANNERS. Beautiful Banners
    • banner blindness
      • (From Wikipedia) “Banner blindness is a phenomenon in web usability where visitors on a website ignore banner-like information.”
      • The targeting technology and identification has sprinted passed the engagement
      • “We need to rethink the delivery and reception of digital advertising” – quote from Chris Cunningham (CEO of appssavvy)
    • how ShareThis engages influencers
      Speak their language:
      • Top influencers deserve more than just a banner, they deserve a conversation
      • ShareThis brings the conversation to an influencer in an ad experience and allows them to engage (share, comment, like, view) in the same way that they have proven to engage with content
      • Brand ambassadors
    • brand ambassadors
    • @AndrewDumas
      andrew@sharethis.com
      Facebook.com/andrewdumas
      KIT
      linkedIn: andrewdumas
      Andrew Dumas