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The social graph and how to harness social influencers

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A presentation for Webit. This presentation covers the basics of what is the social graph, why marketers need to pay attention to it and how can work to identify and encourage brand ambassadors.

A presentation for Webit. This presentation covers the basics of what is the social graph, why marketers need to pay attention to it and how can work to identify and encourage brand ambassadors.

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  • Social Media has helped us achieve this quicker and easier. The model of finding influencers is in itself not new.
  • Despite its waning status,Digg is still a very powerful traffic driver.
  • This search function is quite limited. Try and find influencers on the keyword ‘Sofia’ and you will get no search results.
  • Transcript

    • 1. The Social Graph and Social Instinct
      How we can identify and harness influencers in social media
      Jamie Riddell, CEO Co-Founder
      @jamieriddell
    • 2. What is the Social Graph ?
      3
      A ‘map’ of people are connected online
      Refers to the web rather than one network
      Images courtesy of http://code.google.com/apis/socialgraph/docs/
      www.digitaltomorrowtoday.com
    • 3. My Social Networks
      www.digitaltomorrowtoday.com
      4
      Different Audiences
      Different Influence
      Some cross over of audience
      I am influential in some channels, not in others
    • 4. Multiple Networks
      www.digitaltomorrowtoday.com
      5
    • 5. Why is it important?
      6
      Mapping social connections helps us identify
      Influencers
      Identifying influencers can help us identify ‘hubs’ that can could help us promote our product or amplify our message
      www.digitaltomorrowtoday.com
      Images courtesy of http://code.google.com/apis/socialgraph/docs/
    • 6. What is an influencer?
      A defined person or persons with an audience who affects the surfing habits or buying decisions of others
      www.digitaltomorrowtoday.com
      7
    • 7. Why do we want influencers?
      www.digitaltomorrowtoday.com
      8
    • 8. Example of an Influencer
      www.digitaltomorrowtoday.com
      9
      Robert Scoble
      Highly Popular &
      hugely Influential Tech Blogger
      146,000 Twitter followers
      12,567 Facebook Fans
      http://twitter.com/#!/Scobleizer
    • 9. The changing marketing model
      The traditional approach
      www.digitaltomorrowtoday.com
      10
      We require a large audience to achieve a small sale
    • 10. The Influential Model
      www.digitaltomorrowtoday.com
      11
    • 11. Influence in a wider context
      www.digitaltomorrowtoday.com
      12
    • 12. Bing & Facebook
      www.digitaltomorrowtoday.com
      13
      Bing has announced Facebook Likes will be included in search results
      This means your social graph will have an effect on your search results
      Therefore identifying and working with influencers will help you boost not just your word of mouth potential but also your search potential
    • 13. Twitter
      One tweet from a connected individual could reach hundreds of thousands of followers
      www.digitaltomorrowtoday.com
      14
    • 14. The Digg Effect
      www.digitaltomorrowtoday.com
      15
      For many websites a front page story on Digg will deliver HUGE traffic, often overwhelming servers
      Whilst anyone can submit a story to Digg, stories submitted by well connected influencers will stand a greater chance of getting Dugg
      The benefits of connecting with influencers will also help on additional sites like techmeme and Mashable
    • 15. How to identify influencers
      www.digitaltomorrowtoday.com
      16
    • 16. Find Influencers in Context
      Different networks offer different benefits
      Pick the network you wish to focus on
      Then work to identify the key influencers using any number of online tools
      www.digitaltomorrowtoday.com
      17
    • 17. Klout – Twitter Analysis
      www.digitaltomorrowtoday.com
      18
    • 18. Find Topic Influencers
      www.digitaltomorrowtoday.com
      19
      “Social Media Tools”
    • 19. Find Keyword Related Influencers
      www.digitaltomorrowtoday.com
      20
    • 20. Facebook Connections
      www.digitaltomorrowtoday.com
      21
      My Facebook Connections
      • The Pink are those most networked together
      • 21. (old colleagues)
      • 22. The further reaches of the graph are less connected
      • 23. A good quick to spot your well connected FB friends
    • Twitter Tools
      www.digitaltomorrowtoday.com
      22
      Twitter offers recommendations of people to follow
    • 24. Your Most Important Influencers?
      Your existing customers!
      Make sure you give them the tools to be your ambassadors!
      www.digitaltomorrowtoday.com
      23
    • 25. How are the major players harnessing influencers?
      www.digitaltomorrowtoday.com
      24
    • 26. The Facebook Route
      Facebook Social Connect
      Facebook offers any site the opportunity to include Facebook elements on their site
      This includes the like function
      These actions help the site grow influence and awareness in Facebook
      Facebook in turn gains continued knowledge of their social graph on thousands of sites
      The Like function is now expanding offline
      www.digitaltomorrowtoday.com
      25
    • 27. The Google Plan
      Google don’t have a direct social link but they are working on one
      Current plans are to encourage users to share their public social actions
      Social Results are already appearing in the main search results
      Don’t forget Google Buzz!
      www.digitaltomorrowtoday.com
      26
      Live Twitter Results
    • 28. The Next Steps..
      www.digitaltomorrowtoday.com
      27
    • 29. How to harness the social graph
      Be Connected – Make sure your brand is active in the relevant channels
      Be part of the network – connect, share, respond – don’t just broadcast
      Connect with your followers, share their content, make them feel valued
      Identify your existing customers in the social graph – they will be your best influencers
      Work to identify wider influencers, understand what they respond to – seek introductions where relevant
      Never stop being part of the conversation
      www.digitaltomorrowtoday.com
      28
    • 30. Any questions?
      www.digitaltomorrowtoday.com
      29
    • 31. Further Articles of Interest
      Visit the site for
      a copy of the
      presentation,
      additional
      articles and links
      www.digitaltomorrowtoday.com
      30
    • 32. Connect with Us
      www.digitaltomorrowtoday.com
      31
      @digitomorrow
      @jamieriddell
      Facebook.com/digitaltomorrowtoday
      www.digitaltomorrowtoday
      www.linkedin.com/in/jamieriddell/

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